TDC Agenda 03/19/2024COLLIER COUNTY
Tourist Development Council
AGENDA
March 19, 2024
9:00 AM
Board of County Commission Chambers
Collier County Government Center
3299 Tamiami Trail East, 3rd Floor
Naples, FL 34112
Commissioner Rick LoCastro, Chair
Clark Hill, Vice-Chair
Councilor Jared Grifoni
Susan Becker
Amanda Cox
Nancy Kerns
Michael McComas
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.
March 2024
Collier County Tourist Development Council Page 2 Printed 3/14/2024
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. February 20, 2024 Meeting Minutes
5. Presentations
A. Executive Director Update
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. Beach Park Facilities
B. Tourism Division
7. New Business
A. Coastal Zone Management
8. Old Business
Ten Minute Break
9. Marketing Partner Reports
A. Marketing Partner Reports
10. Tourism Staff Reports
A. Tourism Staff Reports
March 2024
Collier County Tourist Development Council Page 3 Printed 3/14/2024
11. Council Member Discussion
12. Next Scheduled Meeting
A. Next Meeting Date - April 16, 2024
13. Adjournment
03/19/2024
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 4.B.1
Doc ID: 28215
Item Summary: February 20, 2024 Meeting Minutes
Meeting Date: 03/19/2024
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
03/04/2024 11:27 AM
Submitted by:
Title: – Tourism
Name: John Melleky
03/04/2024 11:27 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 03/04/2024 11:28 AM
County Manager's Office Geoffrey Willig CMO Analyst Completed 03/04/2024 3:20 PM
Corporate Compliance and Continuous Improvement Megan Gaillard Additional Reviewer Completed
03/04/2024 4:21 PM
Office of Management and Budget Christopher Johnson OMB Completed 03/11/2024 9:34 AM
Tourism Sandra Rios Tourism Review Completed 03/11/2024 11:46 AM
Tourism John Melleky Tourism Review Completed 03/11/2024 1:27 PM
County Attorney's Office Colleen Greene Attorney Review Completed 03/13/2024 1:07 PM
County Manager's Office Ed Finn Deputy County Manager Completed 03/13/2024 7:02 PM
County Manager's Office Dan Rodriguez Deputy County Manager Completed 03/14/2024 10:46 AM
Tourist Development Council Paul Beirnes Meeting Pending 03/19/2024 9:00 AM
4.B.1
Packet Pg. 4
February 20, 2024
Revised February 27, 2024
1
MINUTES OF THE COLLIER COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
Naples, Florida, February 20, 2024
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 a.m. in REGULAR
SESSION at 3299 Tamiami Trail East, 3rd Floor, Naples, Florida, with the following members
present:
Commissioner Rick LoCastro, Chairman
Clark Hill, Vice Chairman
Jared Grifoni, Councilor
Susan Becker
Nancy Kerns
Edward (Ski) Olesky (arrived at approx. 9:30 a.m.)
Michael McComas (left at 11:00 a.m.)
Amanda Cox (excused absence)
Beth Petrunoff, Council Member (excused absence)
ALSO PRESENT: Sandra Rios, CVB PR & Communications Manager
and Co-Interim Tourism Director
Buzzy Ford, Tourism
John Melleky, CVB Arts and Culture Manager and Co-Interim Tourism
Director
Steve Quinn, Football University
Claudia Cianfero, CVB
Lisa Chamberlain, CVB
Marissa Baker, CVB, Sports Complex
Joseph St. Germain, Downs & St. Germain Research Co.
James Brendle, Downs & St. Germain Research Co
McKenzie Comerer, Lou Hammond Group (Virtual)
Jennifer Leslie, Tourism Operations Coordinator
Andrew Miller, Coastal Zone Management
Luisa Laurelli, Paradise Advertising
Katherine Peterson, Paradise Advertising
Anyone who needs a verbatim record of the meeting may request a video recording from the
Collier County Communications & Customer Relations Department or view it online.
4.B.1.a
Packet Pg. 5 Attachment: March TDC - Feb 20 2024 Minutes (28215 : February 20, 2024 TDC Meeting Minutes)
February 20, 2024
Revised February 27, 2024
2
1. Call to Order: The meeting was called to order at 9:00 a.m.
Comm. Rick LoCastro mentioned that he would be sending out a news release soon about the
importance of this group, and TDC is fully funded for 2024, and the team has come up with
other ways to make sure we are efficiently working grants, how we move money around, and
see if we could spread it among other organizations.
2. Pledge of Allegiance: The Pledge of Allegiance was recited.
3. Roll Call: A quorum of six was established by members present in the boardroom.
4. Agenda and Minutes:
Motion to approve the agenda.
Clark Hill made a motion to approve the agenda as written. The motion was seconded by
Nancy Kerns.
The motion passed unanimously 6-0.
Motion to approve the TDC January 16, 2024, meeting minutes.
Susan Becker noted that on page 7, item #10, the ticket price in the minutes was for VIP only.
Susan Becker made a motion to approve the minutes as amended. The motion was seconded
by Clark Hill.
The motion passed unanimously 6-0.
5. Presentations
A. Executive Director Update
Sandra Rios and John Melleky continue to act in a co-directing capacity until the
new executive director is named and details about that will be forthcoming soon.
Naples, Marco Island and the Everglades CVB is the recipient of a number of
HSMAI awards for marketing campaigns. We were honored with two silver awards
– one for our print advertising category for Only Advertising Campaign, one for
our digital sweepstakes category, Canada – The Weather Network Campaign. It set
new records for The Weather Network with an outstanding 36,046 entries,
outperforming any previous promotion through the Weather Network Channel. It
had 13,150,584 total program impressions on The Weather Network. We were
focusing and targeting on the Canadian market to drive visitation here. We were
awarded the bronze for our digital social media category for our Partner Recovery
Campaign and that was from Hurricane Ian. Part of the strategy was the decision to
pause all our leisure advertising immediately after the storm, and after that we
leveraged our social channels and website to directly communicate in real time to
our users with accurate and appropriate information. We had a planned three phase
approach to convey the resiliency, unity and when appropriate, that our destination
was open for business. We were also awarded a bronze in the print collateral
category for Innovative Media Buy for our ONLY Campaign Scent Card.
4.B.1.a
Packet Pg. 6 Attachment: March TDC - Feb 20 2024 Minutes (28215 : February 20, 2024 TDC Meeting Minutes)
February 20, 2024
Revised February 27, 2024
3
Comm. Rick LoCastro: What I've told people about the TDC director, we want to
add and strengthen the team, but we are not looking to just put a button in the seat,
and you would be impressed at the leadership that's already part of the group. I
think it's important that we educate folks and say it's an important group and proud
to be part of it. There is no accelerated artificial timetable and we're not swimming
aimlessly because we don't have that person. It's not bad to have a pregnant pause
with maybe a key person who leads because it allows the folks that are here to
regroup, take note of the things that were great, but here's what we're looking for in
a new person.
Sandra Rios: This month, we have shifted our reporting to be consistent across all
verticals. This shift adjusts to the new TDC schedule every third Tuesday of the
month and reflects the timeline for the collection analysis of the data and research.
In summation, in February, the February meeting will cover the December
information, and moving forward it will be a two-month reporting process. We have
also made a few additional changes to the reporting that you receive starting next
month. We can reduce the size and length of the department staff reports, and the
Paradise Coast Sports Complex we will report on a quarterly basis rather than every
month.
Snapshot of numbers:
▪ Overall visitation/visitor days increased significantly due to the holiday; visiting
friends and family; spending time in second homes
▪ The main reason for selecting our destination over others was family friendliness
▪ International visitation from Europe exceeded visitation from Canada for the
second consecutive month
▪ 247,200 visitors – a 23.9% increase over 2022
▪ 249,500 room nights – a 12.1% increase over 2022
▪ Direct spend in December came in at $245,115,000 for an economic impact of
$340,220,000 – 9% and 1.4% increase respectively from 2022
▪ Overall occupancy stood at 64.1% -- a 3.6% increase from 2022
▪ Hotel lodging metrics came in at 62.3% -- a decrease of 9.6% from 2022
▪ Overall ADR was $353 – 2.8% increase over 2022
▪ The hotel lodging metrics reflect the same ADR which was a 23.1% increase from
2022 – due to rates adjusting for Hurricane Ian.
▪ Visitor origin had 41,000 from Florida and 206,000 from out of state, with the
middle east and the international markets showing the largest increases.
B. 2023 FBU National Championship Recap
Steve Quinn – Managing Partner for Football University and a company called
3Step Sports – PowerPoint (PDF) Presentation included in your packet.
Overview Summary:
▪ We saw over 7,500 people come to Naples and Collier County through the Football
University National Championship tournament
4.B.1.a
Packet Pg. 7 Attachment: March TDC - Feb 20 2024 Minutes (28215 : February 20, 2024 TDC Meeting Minutes)
February 20, 2024
Revised February 27, 2024
4
▪ Over 3,000 room nights; our top 65 freshman football players; close to 3,000
people in attendance
▪ We had 400+ athletes from across the country, 6th grade to 9th grade, that
participated in our Future Showcase. It is the second event that we bring during the
Freshman All-American Bowl on that Monday. Over 70 million impressions; 30
million views.
▪ The FBU-NC website – sent out over 150 email blasts to over 500,000 people
▪ Trial flyers – 48 cities with team directors on the ground that organize the teams;
put trials together; started practicing after the normal football season is over; All
Star event – 12 regions across the country; watch parties to see who they play;
100,000 views; team packets to give information to the parents, coaches, and
players – on restaurants, lodging, fishing, things to do, etc.
▪ Social media activity during just this event – two players that participated in our
Freshman All-American Bowl have received power-offers from top division one
schools; 3,000 attendees; since we started this event in Naples, we have had over
300M views and over 600M followers on our social media pages.
▪ We stream all four games and the Freshman All-American Bowl and have two
commercials on Paradise Coast and what it has to offer
▪ The All-American Bowl on NBC (formerly called U.S. Army All American Bowl),
San Antonio, Texas; the top 100 players in the country – average 30-40-50 power-
offers; 2.69M people watched the game; Paradise Coast has two 30 second
commercials; lodging, working with our third party – over 20+ hotels; over 3,500
hotel room nights; estimated revenue $800M for this event; parent company, 3Step
Sports, brought in two other events this year – 1) the largest field hockey
tournament in the country; 2) a lacrosse tournament.
PowerPoint Listed the Upcoming Events
6. Consent Agenda
A. Beach Park Facilities–none
B. Tourism Division – none
C. Recommendation to approve a work order with APTIM Environmental &
Infrastructure, Inc.; to provide professional engineering services for 2025 -2026
Local Government Funding Request under Contract No. 18-7432-CZ for time and
material not to exceed $27,010, authorize the Chairman to execute the work order,
and making a finding that this item promotes tourism (Fund 1105, Project No.
90065).
Andrew Miller, Coastal Zone Management
▪ Every year this gets us beach funding for our annual re-nourishment, projects, time and
material.
▪ Jared Grifoni made a motion to approve the recommendation. The motion was
seconded byNancy Kerns.
The motion passed unanimously 7-0.
4.B.1.a
Packet Pg. 8 Attachment: March TDC - Feb 20 2024 Minutes (28215 : February 20, 2024 TDC Meeting Minutes)
February 20, 2024
Revised February 27, 2024
5
7. New Business
A. Coastal Zone Management
B. Recommendation to approve Tourism Development Tax Promotion funds to
support the upcoming March 2024 Sports Tourism Event, Trilogy Lacrosse, up
to $10,000 and make a finding that these expenditures promote tourism.
Comm. Rick LoCastro: The $10,000 is our contribution.
Marissa Baker, Manager Preparedness, CVB Sports Complex
Susan Becker made a motion to approve the recommendation. The motion was
seconded by Nancy Kerns.
The motion passed unanimously 7-0.
C. Recommendation to approve the Tourism Development Tax Promotion funds
to support the upcoming April 2024 Sports Tourism Event, Naples Spring
Shootout, paying up to $3,000 to Kickoff Soccer, and make a finding that these
expenditures promote tourism.
Clark Hill made a motion to approve the recommendation. The motion was
seconded by Jared Grifoni.
The motion passed unanimously 7-0.
D. Recommendation to approve 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.
John Melleky, Co-Interim Director and also Arts and Culture Manager
Introduces Claudia Cianfiero, Global Sales Manager
PowerPoint Presentations provided for D, E and F Recommendations.
Jared Grifoni made a motion to approve the recommendation. The motion was
seconded by Susan Becker.
The motion passed unanimously 7-0.
E. Recommendation to approve 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.
Nancy Kerns made a motion to approve the recommendation. The motion was
seconded by Clark Hill.
The motion passed unanimously 7-0.
4.B.1.a
Packet Pg. 9 Attachment: March TDC - Feb 20 2024 Minutes (28215 : February 20, 2024 TDC Meeting Minutes)
February 20, 2024
Revised February 27, 2024
6
F. Recommendation to authorize expenditures to Visit Florida for membership fees
and destination marketing programs up to $150,000 from March 2024 through
September 2025, and to make a finding that these expenditures promote tourism.
Nancy Kerns made a motion to approve the recommendation. The motion was
seconded by Clark Hill.
The motion passed unanimously 7-0.
G. Recommendation to authorize expenditures to JW Marriott Marco Island (Beach
Resort) for tourism promotional expenses up to $100,000 from March 1, 2024, to
September 30, 2025, and to make a finding that these expenditures promote
tourism.
John Melleky, Co-Interim Director and also Arts and Culture Manager
Introduces Lisa Chamberlain, Group Sales Manager
PowerPoint Presentation and video provided.
Clark Hill made a motion to approve. The motion was seconded by Nancy Kerns.
The motion passed unanimously 7-0.
8. Old Business: None
9. Marketing Partner Reports
A. Joseph St. Germain, President, Downs & St. Germain Research
James Brendle coordinates all the research.
PowerPoint Presentation provided.
B. Luisa Laurelli and Katherine Peterson, Paradise Advertising
PowerPoint Presentation provided.
Discussion ensued regarding TikTok. Paradise Advertising will do a deeper dive on the
platforms being used.
C. McKenzie Comerer, Lou Hammond Group (via Zoom)
PowerPoint Presentation provided.
10. Tourism Staff Reports
A. John Melleky, Interim Co-Director
PowerPoint Presentation provided regarding Tourism Tax Collections.
B. Enriqueta Balandra, Miles Media (via Zoom)
PowerPoint Presentation provided.
C. Amanda Townsend, Collier County Museums
PowerPoint Presentation provided.
11. Council Member Discussion
▪ Jared Grifoni– term expires in April; has reapplied.
4.B.1.a
Packet Pg. 10 Attachment: March TDC - Feb 20 2024 Minutes (28215 : February 20, 2024 TDC Meeting Minutes)
February 20, 2024
Revised February 27, 2024
7
▪ Sandra Rios: We look forward to the golf tournaments that we sponsor at The Ritz
Carlton, Naples Tiburón, and the broadcast exposure we get is amazing. We’ll have a
recap of that in March. As far as the cruises are concerned, they have rebounded, and
we do compete with them and lose a bit of market share.
12. Next Scheduled Meeting: March 19, 2024
13. Adjournment: Meeting adjourned at 11:30 a.m.
There being no further business for the good of the County, the meeting was adjourned by order of the
chairman at 11:30 a.m.
COLLIER COUNTY
TOURIST DEVELOPMENT COUNCIL
_________________________________
Commissioner Rick LoCastro, Chairman
These minutes were approved by the Chairman on _________________, (choose one) as
presented, _______ or as amended ___________.
4.B.1.a
Packet Pg. 11 Attachment: March TDC - Feb 20 2024 Minutes (28215 : February 20, 2024 TDC Meeting Minutes)
03/19/2024
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 9.A
Doc ID: 28307
Item Summary: Marketing Partner Reports
Meeting Date: 03/19/2024
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
03/08/2024 9:29 AM
Submitted by:
Title: – Tourism
Name: John Melleky
03/08/2024 9:29 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 03/08/2024 9:29 AM
Tourism John Melleky Tourism Review Completed 03/08/2024 9:45 AM
Tourism Sandra Rios Tourism Review Completed 03/08/2024 10:06 AM
County Manager's Office Geoffrey Willig CMO Analyst Completed 03/08/2024 10:26 AM
Office of Management and Budget Christopher Johnson OMB Completed 03/11/2024 9:34 AM
Corporate Compliance and Continuous Improvement Megan Gaillard Additional Reviewer Completed
03/12/2024 9:11 AM
County Attorney's Office Colleen Greene Attorney Review Completed 03/13/2024 1:07 PM
County Manager's Office Ed Finn Deputy County Manager Completed 03/13/2024 7:02 PM
County Manager's Office Dan Rodriguez Deputy County Manager Completed 03/14/2024 10:51 AM
Tourist Development Council Paul Beirnes Meeting Pending 03/19/2024 9:00 AM
9.A
Packet Pg. 12
Marketing Partner Reports
Mar. 2024 TDC
9.A.a
Packet Pg. 13 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
MARKETING PARTNER REPORTS
PART I
9.A.a
Packet Pg. 14 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
RESEARCH REPORT
Downs & St Germain
9.A.a
Packet Pg. 15 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
NAPLES, MARCO ISLAND, EVERGLADES
Convention & Visitors BureauJanuary 2024 Monthly Dashboard
9.A.a
Packet Pg. 16 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
JANUARY 2024 MONTHLY SNAPSHOT
5
The Occupancy Rate decreased 5.2%, however, the total available supply of
rooms increased by 17.9%.
The decrease in length of stay was driven by an increase in day trippers, while
length of stay for overnight visitors increased slightly.
Largely driven by a significant increase in Average Daily Rate (+17.0%) as well
as the previously mentioned increase in the available supply of rooms, Direct
Spending and Total Economic Impact increased 21.2% and 12.6%,
respectively. One of the reasons for this increase is some luxury hotels that
were closed in January 2023 were open in January 2024.
Visitors gave a value for travel dollar rating of 8.3, which again was a YOY
increase, although it was a decrease from December’s rating of 8.7.
There was an increase in couples travelling resulting in a decrease of in the
overall travel party size.
9.A.a
Packet Pg. 17 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
TOURISM IN JANUARY
6
Pre -Visit Travel Party
Profile
Trip
Experience
Post-Trip
Evaluation
Economic
Impact on
Destination
9.A.a
Packet Pg. 18 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
7
JANUARY 2024 VISITATION & ROOM NIGHTS
259k
228k
263k 255k
Jan-23 Jan-24
VISITORS263,300 ROOM NIGHTS254,900
+ 1.7% from 2023 + 11.7% from 2023
VISITOR DAYS1,619,300
1.64m 1.62m
-1.5% from 2023
9.A.a
Packet Pg. 19 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
8
JANUARY 2024 SPENDING & ECONOMIC IMPACT1
$234m
$348m
$283m
$392m
Jan-23 Jan-24
DIRECT SPENDING$283,099,500 ECONOMIC IMPACT$392,375,900
+ 21.2% from 2023 + 12.6% from 2023
1 The IMPLAN multiplier for Collier County was 1.491 for 2023 and
is 1.386 in 2024.
9.A.a
Packet Pg. 20 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
$335.50
$392.57
Jan-23 Jan-24
9
JANUARY 2024 OVERALL LODGING METRICS1
AVERAGE DAILY RATE$392.57OCCUPANCY RATE65.2%REVENUE PER AVAILABLE ROOM$255.96
68.8%65.2%
-5.2% from 2023 + 17.0% from 2023 + 10.9% from 2023
$230.82 $255.96
1 Sources: STR data, DSG Occupancy Study data, and
AllTheRooms data.
9.A.a
Packet Pg. 21 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
$306.59
$371.69
Jan-23 Jan-24
10
JANUARY 2024 HOTEL LODGING METRICS1
AVERAGE DAILY RATE$371.69OCCUPANCY RATE70.0%REVENUE PER AVAILABLE ROOM$260.28
74.6%70.0%
-6.2% from 2023 + 21.2% from 2023 + 13.8% from 2023
$228.80 $260.28
1 Source: STR Reports
9.A.a
Packet Pg. 22 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
11
JANUARY 2020-2024 OVERALL LODGING METRICS1
66.8%
52.5%
67.9%68.8%65.2%
Occupancy Rate
$276.26 $266.72
$372.15 $335.50 $392.57
Average Daily Rate
$184.54
$140.03
$252.69 $230.82 $255.96
Revenue Per Available Room
2020 2021 2022 2023 2024 1 Sources: STR data, DSG Occupancy Study data, and
AllTheRooms data.
9.A.a
Packet Pg. 23 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
12
VISITOR ORIGIN
FLORIDA VISITORS54,800 OUT-OF-STATE VISITORS208,500
57k
21k
47k
73k
13k
49k55k
27k
57k
71k
11k
42k
10k
20k
30k
40k
50k
60k
70k
80k
Florida Southeast Northeast Midwest West International
Jan-23 Jan-24
9.A.a
Packet Pg. 24 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
JAN 2023 JAN 2024 Percent Change (Δ%)
Region # Visitors Mkt Share # Visitors Mkt Share # Visitors Mkt Share
Florida 57,000 21.7%54,800 20.8%-3.3%-4.1%
Southeast 20,700 8.5%27,100 10.3%+30.4%+21.2%
Northeast 46,600 18.1%56,500 21.5%+21.2%+18.8%
Midwest 72,500 27.7%71,400 27.1%-1.7%-2.2%
West 12,900 4.8%11,100 4.2%-14.0%-12.5%
Canada 18,100 6.9%14,500 5.5%-20.4%-20.3%
Europe 23,300 8.6%21,100 8.0%-9.9%-7.0%
C/S America 5,200 2.5%3,900 1.5%-23.1%-40.0%
Other 2,600 1.3%2,900 1.1%+11.5%-15.4%
Total 258,900 100.0%263,300 100.0%
13
VISITOR ORIGIN MARKETS
20.8%
10.3%
21.5%
27.1%
4.2%
16.1%
Florida
54,800
Southeast
27,100
Northeast
56,500
Midwest
71,400
West
11,100
International
42,400
9.A.a
Packet Pg. 25 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
14
JANUARY 2019-2024 OVERNIGHT VISITOR ORIGIN
31%
6%
28%
17%
*
18%
44%
11%
26%
19%
*<1%
17%
14%
24%26%
8%
11%
18%17%18%
31%
7%9%
14%12%
19%
33%
5%
17%
Florida Southeast Northeast Midwest West International
Jan-20 Jan-21 Jan-22 Jan-23 Jan-24
*Note: The “West” was not separated from “Other”
before January 2022. Beginning in January 2022,
“West” was added and “Other” was changed to
“Other International”.
9.A.a
Packet Pg. 26 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
VISITOR JOURNEY: PRE-VISIT
15
Pre-Visit Travel Party
Profile
Trip
Experience
Post-Trip
Evaluation
Economic
Impact on
Destination
9.A.a
Packet Pg. 27 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
16
ADVERTISING RECALL1
1%
2%
3%
3%
6%
6%
8%
9%
12%
17%
18%
19%
22%
23%
29%
29%
1%
2%
4%
5%
12%
2%
4%
16%
11%
14%
22%
19%
24%
17%
16%
43%
Music streaming service
Billboard
Podcast
Deal-based promotion
TV streaming service
Radio
Rental agency
Brochure
YouTube
Online travel reviews
Online article
Visitor guide
Newspaper/magazine
Website advertisement
Cable/satellite TV
Social media
Jan-23
Jan-24
45%26%40%21%
Advertising recalled Influenced by advertising
Base: % who recalled ads prior to their trip
9.A.a
Packet Pg. 28 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
17
TRIP PLANNING CYCLE1
3%
15%
10%
18%
30%
16%
8%
2%
7%
11%
20%
27%
19%
14%
More than 1 year
7 months - 1 year
5 - 6 months
3 - 4 months
1 - 2 months
2 - 4 weeks
A week or less
Jan-23 Jan-24
49
56
Days
Median Trip Planning Time
9.A.a
Packet Pg. 29 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
18
TRIP PLANNING SOURCES1
26%
5%
1%
1%
2%
2%
3%
3%
7%
7%
7%
11%
11%
11%
12%
20%
21%
33%
24%
10%
2%
2%
3%
3%
3%
2%
9%
14%
13%
13%
14%
16%
8%
18%
16%
36%
None
Other
Newspapers/magazines
Television advertisements
Printed advertisements
Deal-based promotion
Collier County CVB
AAA
Booking website/app
ParadiseCoast.com
Visitor guides
Vacation rental site
Trip planning website/app
Social media
Hotel website/app
Search engines
Airline website/app
Talked to friends
Jan-23 Jan-24 1 Multiple responses permitted.
9.A.a
Packet Pg. 30 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
19
REASONS FOR VISITING1
6%
2%
3%
4%
5%
5%
6%
7%
31%
66%
7%
3%
5%
3%
7%
5%
6%
6%
33%
68%
Other
Fishing trip
Special event
Sporting event
Business
Cultural activities
Golf/tennis trip
Special occasion
Visit friends/family
Vacation/getaway
Jan-23 Jan-24 1 Multiple responses permitted.
9.A.a
Packet Pg. 31 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Reasons
20
REASONS FOR CHOOSING AREA1
53%
43%
35%
35%
29%
22%
21%
10%
10%
10%
10%
7%
6%
6%
3%
3%
January-24
Beaches
Friends/family live here
Previous experience
Quiet/relaxing
Restaurants
Family-friendly destination
Shopping
Quality of accommodations
Recommendation
Trying something new
Golf
Meeting/event hosted here
Not crowded
Wellness
Appealing advertisements
Deal/promotion
49%
41%
27%
33%
32%
30%
21%
7%
15%
10%
12%
10%
7%
6%
2%
3%
January-23
1 Multiple responses permitted.
9.A.a
Packet Pg. 32 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
21
OTHER DESTINATIONS CONSIDERED1
3%
2%
2%
5%
6%
6%
7%
9%
12%
71%
3%
1%
1%
5%
4%
6%
4%
4%
10%
76%
Other
Clearwater
West Palm Beach
Miami
Sarasota - Bradenton
Ft. Lauderdale
St. Petersburg
Florida Keys
Fort Myers - Sanibel
No other destinations
Jan-23 Jan-24
1 Multiple responses permitted.
9.A.a
Packet Pg. 33 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
22
TRANSPORTATION METHODS
57%43%56%44%
Fly Drive
68%
9%7%9%1%2%3%1%<1%<1%<1%
72%
9%6%3%3%3%2%1%1%<1%<1%
RSW FLL MIA APF MCO PGD TPA PBI SRQ PIE Other
Jan-23 Jan-24
9.A.a
Packet Pg. 34 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
VISITOR JOURNEY: TRAVEL PARTY PROFILE
23
Pre-Visit
Travel
Party
Profile
Trip
Experience
Post-Trip
Evaluation
Economic
Impact on
Destination
9.A.a
Packet Pg. 35 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
24
TRAVEL PARTIES
17%
28%
39%
15%
1%
19%
36%32%
12%
1%
Solo Couple Family Friends Other
Jan-23 Jan-24
TRAVEL PARTY COMPOSITION
9.A.a
Packet Pg. 36 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
25
PREVIOUS VISITS
25%25%
20%
30%
24%26%
20%
30%
1st time visitor 2 –5 times 6 –10 times 11+ times
Jan-23 Jan-24
9.A.a
Packet Pg. 37 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
26
VISITOR AGES
22%
34%
26%
15%
3%
18%
34%
27%
17%
4%
Over 65
50-64
35-49
25-34
18-24
Jan-23 Jan-24
51 53
Years
Median Age
Age
9.A.a
Packet Pg. 38 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
27
VISITOR RACE & GENDER1
1%
1%
3%
6%
8%
81%
<1%
1%
3%
6%
14%
75%
Another race/ethnicity
Native/Indigenous
Asian/Pacific Islander
Black/African American
Hispanic/Latino
White/Caucasian
Jan-23 Jan-24
46%
54%
42%
58%
Male Female
Gender
Race
1 Of person interviewed. Females are generally more likely to agree to participate
in survey research.
9.A.a
Packet Pg. 39 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
28
VISITOR INCOME
20%
11%
14%
25%
18%
12%
21%
10%
17%
21%
19%
12%
Over $250,000
$200,000 - $249,999
$150,000 - $199,999
$100,000 - $149,999
$75,000 - $99,999
Less than $75,000
Jan-23 Jan-24
$145,200 $140,100
Annual HHI
Median Household Income
Income
9.A.a
Packet Pg. 40 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
VISITOR JOURNEY: TRIP EXPERIENCE
29
Pre-Visit Travel Party
Profile
Trip
Experience Post-Trip
Evaluation
Economic
Impact on
Destination
9.A.a
Packet Pg. 41 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
30
TRIP CHARACTERISTICS
NIGHTS STAYED16.2TRAVEL PARTY SIZE2.7
3.1 2.7
6.4 6.2
Jan-23 Jan-24
1 Overall length of stay decreased due to an increase in
the number of daytrippers, while the length of stay for
overnight visitors actually increased slightly.
9.A.a
Packet Pg. 42 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
31
TYPE OF ACCOMODATIONS
15%
1%
1%
1%
18%
19%
23%
22%
11%
1%
1%
1%
24%
17%
25%
20%
Did not stay overnight
Other
Bed & Breakfast
Campground/RV
Second home/condo
Stayed with friends/family
Vacation rental
Hotel/motel/resort
Jan-23 Jan-24
9.A.a
Packet Pg. 43 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
32
AREAS VISITED
1%
2%
5%
5%
6%
6%
10%
13%
35%
82%
1%
2%
8%
6%
7%
12%
13%
16%
31%
73%
Copeland
Chokoloskee
Immokalee
Ave Maria
Goodland
Isles of Capri
Golden Gate
Everglades City
Marco Island
Naples
Jan-23 Jan-24
9.A.a
Packet Pg. 44 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
33
TRIP ACTIVITIES
70%
62%
47%
43%
30%
28%
24%
23%
21%
16%
15%
12%
11%
7%
6%
5%
5%
5%
January-24
66%
58%
43%
45%
33%
30%
27%
30%
30%
22%
11%
15%
11%
5%
7%
6%
4%
4%
January-23
Dining out
Beach
Visit friends/family
Shopping/antiquing
Nature & parks
Water activities
Active outdoor activities
Visit local attractions
Sightseeing/touring
Bars/nightlife
Cultural activities
Art galleries/shows
Spas
Special event
Everglades tour
Business/meeting
Gambling
Sporting event 1 Multiple responses permitted.
9.A.a
Packet Pg. 45 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
34
VISITOR SPENDING
$2,833
$902
$142
$2,914
$1,075
$175
Party Spending per Trip Visitor Spending per Trip Visitor Spending per Day
Jan-23 Jan-24
9.A.a
Packet Pg. 46 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
VISITOR JOURNEY: POST-TRIP EVALUATION
35
Pre -Visit Travel Party
Profile
Trip
Experience
Post -Trip
Evaluation
Economic
Impact on
Destination
9.A.a
Packet Pg. 47 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
36
TRIP EVALUATIONS
1%
<1%
1%
28%
70%
2%
<1%
2%
33%
63%
Not sure
Definitely not
Probably not
Probably
Definitely
8.0 8.3
Value for travel dollar
VALUE FOR TRAVEL DOLLAR1,2
1 10-point scale where 10 is “excellent” and 1 is “poor”.
2 All visitors who gave a rating of 6 or below cited high prices as their primary reason for giving
lower ratings.
1%
<1%
3%
21%
75%
<1%
<1%
3%
29%
68%
Not sure
Definitely not
Probably not
Probably
Definitely
Jan-23
Jan-24
Will recommend the Naples area?
Will return to the Naples area?
9.A.a
Packet Pg. 48 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
NAPLES, MARCO ISLAND, EVERGLADES
Convention & Visitors BureauJanuary 2024 Monthly Dashboard
9.A.a
Packet Pg. 49 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
38
DESTINATION COMPARISONS
9.A.a
Packet Pg. 50 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
39
OCCUPANCY COMPARISONS1
Occupancy Rate (%)Demand (Thousands of Rooms)Δ% from Jan 2023
Transient2 Group3 Contract4 Total Transient2 Group3 Contract4 Total Transient2 Group3 Contract4 Total
Naples 42.6%27.3%0.1%70.0%97.33 62.43 00.17 159.92 -16.1%+16.1%-73.3%-6.2%
Miami 59.0%15.0%4.4%78.5%1,200.68 305.45 90.17 1,596.30 +5.0%+1.2%-1.2%+3.9%
Florida Keys 64.5%13.9%0.2%78.7%211.70 45.68 00.68 258.06 -3.5%+0.9%-11.5%-2.8%
Fort Myers 50.2%16.4%6.1%72.7%178.09 58.32 21.49 257.89 -7.4%-18.5%+38.0%-7.7%
Sarasota 48.0%17.7%3.7%69.3%185.15 68.17 14.31 267.63 -15.9%+5.1%+307.1%-7.3%
Clearwater 41.1%24.0%0.0%65.2%114.87 67.19 00.00 182.06 -15.5%+2.0%0.0%-9.7%
St. Petersburg 43.1%18.9%0.7%62.7%152.39 66.90 02.34 221.62 -8.5%-9.0%-18.1%-8.8%
Palm Beach 53.7%14.9%1.9%70.5%319.55 88.80 11.06 419.41 +0.5%-20.7%+17.9%-4.6%
Ft. Lauderdale 56.6%16.4%2.8%75.8%679.45 197.07 33.25 909.76 0.0%+2.7%-13.1%+0.1%
1 Metrics provided by STR.
2 Transient bookings include rooms sold to individuals or groups occupying less than 10 rooms per night.
3 Group bookings include bookings of 10 rooms or more per night, sold pursuant to a signed agreement.
4 Contract bookings include a consistent block of rooms committed at stipulated contract rates for an extended period longer than 30 days, with payment guaranteed regardless of use, such as for airline
crews and long-term guests.
9.A.a
Packet Pg. 51 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
40
ROOM RATE COMPARISONS1
Average Daily Rate ($)Δ% from Jan 2023
Transient2 Group 3 Contract4 Total Transient2 Group3 Contract4 Total
Naples $393.87 $337.19 $338.89 $371.69 +25.9%+14.5%+79.1%+21.2%
Miami $252.94 $279.87 $132.12 $251.27 -2.1%+5.1%+17.0%0.0%
Florida Keys $393.95 $373.62 $402.57 $390.37 +4.6%+0.3%+16.0%+3.9%
Fort Myers $186.56 $212.31 $179.31 $191.78 -12.2%-0.7%+35.4%-7.9%
Sarasota $206.26 $189.66 $141.00 $198.54 -2.1%+1.7%+5.7%-2.8%
Clearwater $173.09 $192.33 $0.00 $180.19 -0.5%+10.9%0.0%+3.7%
St. Petersburg $176.25 $178.56 $85.13 $175.98 -2.5%+12.7%+11.2%+1.8%
Palm Beach $294.74 $321.16 $156.64 $296.69 -5.9%+11.5%+36.0%-2.0%
Ft. Lauderdale $201.03 $252.78 $167.77 $211.02 -4.0%+4.7%+14.6%-1.2%
1 Metrics provided by STR.
2 Transient bookings include rooms sold to individuals or groups occupying less than 10 rooms per night.
3 Group bookings include bookings of 10 rooms or more per night, sold pursuant to a signed agreement.
4 Contract bookings include a consistent block of rooms committed at stipulated contract rates for an extended period longer than 30 days, with
payment guaranteed regardless of use, such as for airline crews and long-term guests.
9.A.a
Packet Pg. 52 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
41
ROOM REVENUE COMPARISONS1
Revenue per Available Room ($)Revenue (Millions of Dollars)Δ% from Jan 2023
Transient2 Group3 Contract4 Total Transient2 Group3 Contract4 Total Transient2 Group3 Contract4 Total
Naples $167.85 $92.18 $0.25 $260.28 $38.33 $21.05 $0.06 $59.44 +5.6%+33.0%-52.2%+13.8%
Miami $149.33 $42.03 $5.86 $197.22 $303.70 $85.49 $11.91 $401.10 +2.8%+6.4%+15.6%+3.9%
Florida Keys $254.23 $52.02 $0.84 $307.09 $83.40 $17.07 $0.28 $100.74 +0.9%+1.2%+2.7%+1.0%
Fort Myers $93.62 $34.89 $10.86 $139.36 $33.22 $12.38 $3.85 $49.46 -18.6%-19.1%+86.8%-15.0%
Sarasota $98.94 $33.50 $5.23 $137.67 $38.19 $12.93 $2.02 $53.14 -17.7%+6.9%+330.2%-9.9%
Clearwater $71.16 $46.25 $0.00 $117.41 $19.88 $12.92 $0.00 $32.81 -15.9%+13.2%0.0%-6.4%
St. Petersburg $75.94 $33.77 $0.56 $110.27 $26.86 $11.95 $0.20 $39.00 -10.9%+2.6%-8.9%-7.1%
Palm Beach $158.35 $47.95 $2.91 $209.21 $94.19 $28.52 $1.73 $124.44 -5.5%-11.6%+60.4%-6.4%
Ft. Lauderdale $113.86 $41.52 $4.65 $160.03 $136.59 $49.82 $5.58 $191.98 -4.0%+7.6%-0.4%-1.1%
1 Metrics provided by STR.
2 Transient bookings include rooms sold to individuals or groups occupying less than 10 rooms per night.
3 Group bookings include bookings of 10 rooms or more per night, sold pursuant to a signed agreement.
4 Contract bookings include a consistent block of rooms committed at stipulated contract rates for an extended period longer than 30 days, with payment guaranteed regardless of use, such as for airline
crews and long-term guests.
9.A.a
Packet Pg. 53 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
42
INDUSTRY DATA
9.A.a
Packet Pg. 54 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
43
LEISURE & HOSPITALTY EMPLOYMENT
January February March April May June July August September October November December
2019 31,700 32,400 32,400 31,700 30,100 28,300 27,400 27,100 26,900 28,600 31,200 31,800
2020 32,400 33,000 32,300 17,500 21,400 23,400 22,800 22,600 22,600 24,700 26,600 27,300
2021 27,600 28,300 28,700 28,600 27,800 27,000 26,200 25,900 25,800 28,100 30,400 31,200
2022 30,600 31,800 31,700 31,300 29,600 28,500 28,000 28,000 27,800 28,600 29,500 28,900
2023 29,200 29,500 29,300 29,400 28,700 27,500 26,900 26,800 26,400 27,600 29,600 30,400 (P)
15,000
17,000
19,000
21,000
23,000
25,000
27,000
29,000
31,000
33,000
35,000
Monthly Direct Leisure & Hospitality EmploymentCollier County Direct Leisure and Hospitality Employment (Calendar Year)1
1 SOURCE: Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector, not seasonally adjusted.
(P) Preliminary.
9.A.a
Packet Pg. 55 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
44
RSW PASSENGER TRAFFIC
January February March April May June July August September October November December
2019 1,050,093 1,117,409 1,482,239 1,111,558 725,754 586,319 570,977 526,519 460,869 638,922 876,703 1,077,818
2020 1,132,103 1,241,590 861,221 53,379 143,004 237,706 256,418 231,283 255,926 417,305 500,468 648,011
2021 686,563 725,735 1,162,342 1,107,004 946,366 839,377 814,471 647,534 551,041 769,524 986,908 1,085,569
2022 1,044,816 1,149,618 1,514,046 1,221,628 836,379 663,141 671,225 620,532 515,007 432,667 812,305 862,368
2023 932,896 967,416 1,166,442 981,216 760,330 643,486 670,818 601,542 560,358 737,527 953,025 1,094,783
2024 1,108,190
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
RSW Total Passenger TrafficSouthwest Florida International Airport (RSW) Passenger Traffic1
1 SOURCE: Lee County Port Authority Monthly Statistics.
9.A.a
Packet Pg. 56 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
45
LICENSED TRANSIENT RENTAL UNITS
January 2024 Licensed Transient Rental Units1
Hotel Motel Vacation Rental Total
Naples 4,602 1,368 3,025 8,995
Marco Island 1,275 121 2,079 3,475
Immokalee 0 70 104 174
Golden Gate 0 150 0 150
Everglades City 38 36 21 95
Chokoloskee 0 13 2 15
Goodland 0 5 7 12
Ave Maria 0 0 6 6
Ochopee 0 0 1 1
Total 5,915 1,763 5,245 12,9232
1 SOURCE: Florida Department of Business & Professional Regulation.
2Some number of units may be licensed but still unavailable due to recovery from the impact of Hurricane Ian.
9.A.a
Packet Pg. 57 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
46
NAPLES, MARCO ISLAND, EVERGLADES
Convention & Visitors BureauJanuary 2024 Monthly Dashboard
Sandra Rios, Public Relations & Communications Manager
sandra.rios@colliercountyfl.gov
John Melleky, Arts & Culture Manager
john.melleky@colliercountyfl.gov
Downs & St. Germain Research
(850) 906-3111 | contact@dsg-research.com
9.A.a
Packet Pg. 58 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
ADVERTISING REPORT
Paradise Advertising &
Marketing, Inc.
9.A.a
Packet Pg. 59 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
2022
2024 Canada Campaign Overview
9.A.a
Packet Pg. 60 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
50
FY24 Canada Campaign
GOAL:
Drive interest and visitation from key regions of Canada for Spring
and Summer into Fall
STRATEGY:
Reach residents at optimal times as they are planning for Spring
and Summer vacations
AUDIENCE:
Demo: Affluent Canadians with Families (Age 25-64, Household
Income $175K+, kids in household)
Markets: Toronto/Golden Horseshoe area
TIMING:
March-July (3/18-7/21)
Foodism: November 2023
9.A.a
Packet Pg. 61 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
51
Overview
With Canada showing strong signs of return to travel to the
Paradise Coast, we will target the key Canadian market of Greater
Toronto with a longer Spring/Summer campaign to drive
affluent family travel over a sustained period.
That campaign includes:
●Paid Social Media
○Facebook/Instagram
●Paid Search
●OTAs and Travel Intender Digital:
○Expedia
●Canada Out of Home
○Wilkins
○Carvertise
●Mobile Geofencing campaign
○MobileFuse
●Print and Experiential with
○Foodism Magazine, Foodism 40 Event
○Porter Airlines
9.A.a
Packet Pg. 62 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
52
Market Selection
Area of media focus:
●Greater Toronto Area
●Golden Horseshoe
9.A.a
Packet Pg. 63 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
53
Digital Media
9.A.a
Packet Pg. 64 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Paid Social
ParadiseAdv.com
Facebook & Instagram
Canadians are big Facebook and
Instagram users. In 2022, 78% of
Canadians are active Facebook users
(compared to 69% of US users)
Market: Toronto & Golden Horseshoe
Targeting:Affluent families in Canada
with travel and Florida beach interests,
family focus, and will target people who
have interest in competitive
destinations.
9.A.a
Packet Pg. 65 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Paid Search
ParadiseAdv.com
Paid Search (Google)
Market: Ontario DMA
Targeting:Targeted keywords to reach those Canadian families with top 10% of income, looking for travel to
Florida; Naples and competitive markets.
9.A.a
Packet Pg. 66 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
56
MobileFuse -Geofencing campaign
reaching Toronto Intl Film Festival (9/9-
9/19, 2024) attendees on their mobile devices
as they are there
Retargeting for a week afterward.
Total Estimated Impressions: 666,667
Digital
9.A.a
Packet Pg. 67 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
57
Out of Home
9.A.a
Packet Pg. 68 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
58Total Estimated 4-week Impressions: 980,000
Unit: Digital Matrix Wall
Market: Toronto CMA (Urban Pathways)
Location: Union Skywalk -To Union
Station
Unit is seen where people arrive/depart
from/to Pearson Int’l Airport.
The train from the airport arrives every 30
minutes and the unit is seen by that traffic
Out-of-Home
9.A.a
Packet Pg. 69 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
59
Unit: Transit Station 75” Digital Vertical Poster
(24 screens)
Market: Toronto area GO (MetroLinx) Transit
Location: Transit Station -Multiple Stations
These screens are typically at the entrances and in the
tunnels to the platforms. Some screens are spread
out throughout the stations, and some are clustered.
People generally wait indoors where you get dropped
off or buy your tickets.
Stations:Ajax (2), Appleby (3), Burlington (6), Cooksville (6),
Oakville (4), Port Credit (3)
Out-of-Home
9.A.a
Packet Pg. 70 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
60
Carvertise
Wrapped Rideshare Car OOH campaign in
Toronto:
●8 Wrapped rideshare cars
●12 weeks (2 bonus weeks)
●One 6-car Swarm in designated area
(possibly Toronto Maple Leafs or Toronto
Raptors games, etc.)
Added value:
●3x5 cards (250 to each driver) to hand out
to riders. Can include QR code to drive to
site.
●Back window decal
Total Estimated Impressions: 3,106,147 * Photos from Chicago Winter Takeover.
Out-of-Home
9.A.a
Packet Pg. 71 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
61
Print
9.A.a
Packet Pg. 72 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
ParadiseAdv.comTotal Estimated Impressions: 451,500
Foodism Magazine -Premium publication.
Toronto’s largest food and drink magazine with a
strong following of 25-35 year old Toronto food &
drink lovers
●Full Page Ad -Fall/Winter Issue -Nov.
2023
●Foodism40 Event:
○Exclusive US Destination Sponsorship
○Celebrating 40 issues of Foodism
Magazine. Held in downtown Toronto,
spotlighted 40 extraordinary people in
the local food and beverage industry.
○Paul Beirnes attended as CVB
representative and gave away 2 tickets
on Porter Airlines on new direct flights
to RSW.
○200 invite-only guests
●Added Value: $18,734
Issues:Fall/Winter (Nov. 2023)
Print & Digital
9.A.a
Packet Pg. 73 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
63
Total Estimated Impressions: 1,645,000
The Porter Airlines buy includes:
●Re:Porter Magazine:Porter Airlines' inflight
magazine. Six issues per year reaching more than
5.7 million passengers every year
○Full Page Ad
■Mar/Apr Issue
■May/June Issue
●Onboard In-Flight Entertainment:
○:15 pre-roll video shown before passengers
can begin their chosen movie from Inflight
Entertainment.
Porter Airlines is a Canadian airline that focuses on key
North American destinations, offering a unique blend of
modernity and old-world charm. The airline started direct
service to RSW in November 2023,so this is an
important airline to Paradise Coast, as it attracts an affluent
audience.
Issue: Spring/Summer
Print
9.A.a
Packet Pg. 74 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
64
Porter Airlines Inflight Onboard In-Flight
Entertainment
Digital
9.A.a
Packet Pg. 75 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
65
Thank You
9.A.a
Packet Pg. 76 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Monthly Report |January 2024
2024
1
9.A.a
Packet Pg. 77 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Table of Contents
1.Visitor Summary &Insights:pgs.4-10
2.Social Media:pgs.11-16
3.Email:pgs.17-20
4.Media Review:pgs.20-30
5.Digital Media Insights:pgs.31-38
ParadiseAdv.com 2
9.A.a
Packet Pg. 78 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
3
1
Visitor Insights
9.A.a
Packet Pg. 79 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Visitor Insights |Summary
●Out of state visitors made up 60.1%of visits and 92.7% of overall spend in January 2024.In-state
visitors made up 39.9%of visits and 7.3%of overall spend.Out of State visitation outperformed in-state
stats significantly showcasing the success of peak season.
●Chicago,IL DMA continues to rank #1 in top spending market in the destination followed
by St.Paul -Minneapolis and Boston-MA keeping consistency for the past 2 months.
●Dining followed by Retail continued to be the top spending categories from visitors in the destination in
January.
Miami-Ft Lauderdale continues to rank #1 in top visitation for the month of January Followed
by Tampa-St Petersburg,FL and New York City,NY.
●Both in-state and out of state visitors made JW Marriott Marco Island the top visited place in
January followed by Mercato and The Esplanade on Marco Island.
ParadiseAdv.com
9.A.a
Packet Pg. 80 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Visitor Insights |Visitor Flow and Spending Zartico
ParadiseAdv.com
9.A.a
Packet Pg. 81 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Visitor Insights |Trip Type and Origin Zartico
ParadiseAdv.com
9.A.a
Packet Pg. 82 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Visitor Insights |Spending and HHI Zartico
ParadiseAdv.com
9.A.a
Packet Pg. 83 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Visitor Insights |Website
ParadiseAdv.com
9.A.a
Packet Pg. 84 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Visitor Insights |Market Index Over Time
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.
ParadiseAdv.com
9.A.a
Packet Pg. 85 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Visitor Insights |Visitor Economy Index Over Time
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.
ParadiseAdv.com
9.A.a
Packet Pg. 86 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
1
1
2
Social Media
9.A.a
Packet Pg. 87 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Social Media (Organic) -Summary
●Implemented annual content strategy across all
social media platforms.
●Conducted day-to-day operations,including but
not limited to content creation, content curation,
and reporting/analysis,etc.
●Completed the January 2024 content calendars to be
shared across social media platforms.
●Established Facebook LIVE and Instagram Story
topics for Client to implement in January 2024.
●Supported Client in community management,
social listening, optimization,and
reporting/analysis,etc.
ParadiseAdv.com
9.A.a
Packet Pg. 88 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Organic Social |Facebook
57,654 Followers
+2,157 Net Follower Growth
66.3K Engagement
106.9%Increase
4.6MM Impressions
223.4%Increase
●We experienced an exceptional January across all our social platforms,thanks to a
strategic adjustment in our posting frequency.
●The top performing posts were Cars on 5th,Everglades Seafood Festival,and January Events
lineup.
9.A.a
Packet Pg. 89 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Organic Social |Instagram
19,944 Followers
+159 Net Follower Growth
1.7K Engagement
21.5%Decrease
4.2MM Impressions
77.6%Increase
●In January,we observed an uptick in both followers and impressions.Although there was a slight dip
in impressions,we are actively strategizing to enhance our posting frequency and further amplify our
presence on this platform.
●The top performing posts were Cars on 5th,Warren Naples,and January Events Lineup.
9.A.a
Packet Pg. 90 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Organic Social |TikTok
173 Followers
+23 Net Follower Growth
5.8K Reach
107.1%Increase
53.8K Video Views
15.2%Increase
●All metrics in January increased due to an increase in
posting frequency.The top performing post was Cars on 5th.
9.A.a
Packet Pg. 91 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Content Captures
During the month of January we captured content for New Year's Art Fair,Naples Botanical Garden Musical Swings,and The Face
of Immokalee.
9.A.a
Packet Pg. 92 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
1
7
3
Email
9.A.a
Packet Pg. 93 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Email |Consumer E-Scapes
Topic:Romance
Subject Line:A Romantic Month on
Florida’s Paradise Coast
Most-Clicked Link:Beach Live Cam
32.05
Open Rate
5.81%
CTO Rate
53,955
Recipients
ParadiseAdv.com
9.A.a
Packet Pg. 94 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Email |Meetings E-Scapes
Subject Line:Discover What’s New
for Unforgettable Meetings on
Florida’s Paradise Coast
Most-Clicked Link:Headline
Notes:Deployed:Deployed to owned
list only.
25.59%
Open Rate
24.64%
CTO Rate
1,169
Recipients
Subscriber List 4,568
ParadiseAdv.com
9.A.a
Packet Pg. 95 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
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.
4,568
Meetings List
53,955
Consumer List
ParadiseAdv.com
815
Net Change
(this month)
-29
Net Change
(this month)
9.A.a
Packet Pg. 96 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
21
4
Media Review
9.A.a
Packet Pg. 97 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Media |Performance
In January,we had five campaigns running:Always On,Winter,Arts &
Culture, Meetings, and Weddings.
January Performance Highlights:
●Total Estimated Digital Spend:$74,880
●Total Impressions:3,382,404
●Total Clicks:8,653
●CTR:0.26%(more than 3x benchmark)
●Total Completed Video Views:155,070
●VCR:68.2%)
Top performing media partners for January across all consumer campaigns:
●Wedding Trade Desk,from the Weddings campaign,with an extremely
strong 8.16%CTR
●MobileFuse,from the Arts and Culture Campaign,also saw a strong CTR
with 0.51%increasing even from the previous month.
●Wilkins Media,the mobile campaign retargeting those who were exposed to
the Chicago out-of-home,from the Winter Campaign,with a 0.26%
ParadiseAdv.comIndustryBenchmarks:CTR:0.08%
VCR:70%
9.A.a
Packet Pg. 98 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Media |Creative
Top Banner Creative Set(s):
●The top creative set for January was Arts and Culture,with a strong
0.23%
Top Video:
●In January,both the :30 and :15 version of If Only were running,and the :15
outperformed the shorter version, with a 71.4% VCR.
ParadiseAdv.comIndustryBenchmarks:CTR:0.08%
VCR:70%
9.A.a
Packet Pg. 99 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
ParadiseAdv.com
Media |Performance by Campaign
Top Performing Campaign in January based on
CTR:
●Weddings
Industry Benchmarks:CTR:0.08%
VCR:70%
9.A.a
Packet Pg. 100 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Paid Search |Performance
Google Paid Search -January 2024
●Impressions:137,377
●Clicks:10,868
●Avg.CTR:7.91%
●Avg.CPC:$0.52
Campaigns in Market in December:
●Always On In-state
●Always On Out-of-state
●Weddings
●Stone Crab
Top Performing CTR Campaign:
Weddings FY24 with a strong CTR of 10.49%
CTR Industry benchmark: 4% CPC
Industry benchmark: $1.35
Top Performing Ad Based Off
CTR
ParadiseAdv.com
9.A.a
Packet Pg. 101 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Paid Search |Performance
ParadiseAdv.com
Breakdown Of PPC Campaign
Performance
Campaign Impressions Clicks CTR Avg.CPC
Always On
out-of-state
69,388 5,756 8.30%$0.55
Always On
in-state
45,854 2,964 6.46%$0.46
Weddings 14,556 1,527 10.49%$0.44
Stone Crab 7,579 621 8.19%$0.77
CTR Industry benchmark: 4%
CPC Industry benchmark:
$1.35
9.A.a
Packet Pg. 102 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Paid Social |Facebook/Instagram Performance
In January,the Always On campaign along with the Weddings campaign
continued to run.In addition to these two campaigns,Stone Crab and Arts
and Culture also began.We are still seeing strong metrics across the board,
including a 5.45%CTR for Weddings,2.70%CTR for Always On,4.31%for
Arts and Culture,and a 4.05 CTR for Stone Crab.The industry benchmark is
0.9%. We also saw more than 6.3 million impressions this month.
We will continue to monitor for optimization
opportunities.
Results:
●Impressions:6,338,060
●Post Engagements:144,757
●Clicks: 62,245
●CTR
○Always On: 2.70%
■5% decrease over
December
○Weddings:5.45%
■4% decrease over
December
○Stone Crab:4.05%
○Arts & Culture: 4.31%
*Travel industry benchmark:
0.9%
Top Performing
Posts
Awareness
Impressions:1,051,980
Traffic
Clicks: 14,339
ParadiseAdv.com
9.A.a
Packet Pg. 103 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Paid Social |TikTok Top
Performin
g Creative:
The Always On campaign continued to run throughout January.With new Creative being
implemented,we saw a 91%increase in CTR compared to the previous month.
We will continue to monitor the new assets and look for optimization opportunities.
Results:
●Impressions:134,784
●Clicks: 1,469
●Video Views: 28,528
●CTR: 1.09%
○91% increase over
December
*Average benchmark is ~1%CTR
Luxury
Video
398 Clicks
ParadiseAdv.com
9.A.a
Packet Pg. 104 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Paid Social |Pinterest Performance Top Performing Evergreen
Creative:
In January,both the Evergreen Always On and Weddings campaigns
were launched.We are still seeing strong metrics from both campaigns
and expect an increase for next month as new Creative was
implemented late January.
We will continue to monitor the new assets and look for
optimization opportunities.
Results:
●Impressions:681,994
●Clicks: 6,286
●Evergreen CTR:0.67%
○30%decrease over December
●Weddings CTR:1.35%
○6%decrease over December
* Benchmark: 0.3%
Top Performing Weddings
Creative:
ParadiseAdv.com
9.A.a
Packet Pg. 105 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Digital Media ROAS
ParadiseAdv.com
January ROAS
From those exposed to digital advertising in January:
●Adara Impact shows $218.957 in hotel revenue.
●Expedia shows $1,500,000 in hotel and vacation rental revenue.
●Total Revenue from those exposed to digital advertising in January =
$1,718,957
●We spent $74,880 in digital advertising in January.
January ROAS =22.9X Return on Ad Spend
9.A.a
Packet Pg. 106 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Media |Meetings Performance
This month the Meetings Campaign had two media partners in-market,with the goal
of driving visits to https://www.paradisecoast.com/meetings
●Partners:GroundTruth and Engagement Marketing
○Geo-fencing campaign targeting attendees of PCMA Convening
Leaders Conference,1/7-1/9 then retargeting them after the
conference
○Retargeting banners of those who received the eblast that went out
on 1/23.
●Total Impressions:206,250
●Total Clicks to Meetings site:403
●Overall CTR 0.20%(more than double benchmark of 0.08%)
ParadiseAdv.com
9.A.a
Packet Pg. 107 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
3
2
5
Digital Media Insights*
9.A.a
Packet Pg. 108 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
ParadiseAdv.com
Expedia |Economic Impact &Insights
Our Expedia campaign continued.Below and on the following page are the January results,from those exposed to
Florida’s Paradise Coast advertising on Expedia (Expedia,VRBO,and Orbitz).
*Expedia reports are now for the prior month due to accelerated deadline based on TDC meeting moving up in month
In January,Expedia showed the following results from those exposed to our advertising:
●The advertising directly drove 2,900 room nights (1,100 hotel room nights and 1,800 vacation rental nights) for
a total gross bookings of $1.5M.This is up from Decembers $1.3M
●The largest share of bookings came from VRBO ($1,040,000)with Expedia second ($324K)
●That $1.5M in gross bookings made for a 148.8 Return on Ad Spend
●627 Airline Tickets were sold to those exposed to the advertising,and an average ticket price of $259..This is flat
from December, with the avg ticket price down just slightly.
●The largest percentage (24%)booked 31-60 days before travel,which is encouraging,as previous months have
shown bookings in the 1 week range.
9.A.a
Packet Pg. 109 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
ParadiseAdv.com
Expedia |Economic Impact &Insights
In January we saw a very strong showing
from Minneapolis.While this is often a
strong market, we haven’t seen it top the
list this way.We will closely watch
opportunity from that market for future
campaigns.
9.A.a
Packet Pg. 110 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
ParadiseAdv.com
Adara |Economic Impact &Insights
Observed Data -
January
Enriched Data -
January
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.
9.A.a
Packet Pg. 111 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Adara |Economic Impact &Insights
●As has been the
case for the past
several months,
the top traveler
type was
couples,at 52%ParadiseAdv.com
9.A.a
Packet Pg. 112 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Adara |Economic Impact &Insights
Top Markets for Hotels and Flights
ParadiseAdv.com
9.A.a
Packet Pg. 113 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Top Media Partners in January Driving Searches,Booking and Revenue
Adara |Economic Impact &Insights
ParadiseAdv.com
9.A.a
Packet Pg. 114 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
2024THANK YOU
9.A.a
Packet Pg. 115 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
PUBLIC RELATIONS REPORT
Lou Hammond & Associates
9.A.a
Packet Pg. 116 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
National Public Relations Update
TDC Meeting
Services conducted in
January 2024
9.A.a
Packet Pg. 117 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Media Highlights
LHG & CVB PR EFFORTS –December 2023
Media Impressions: 78,065,709
Media Value: $42,719.87
9.A.a
Packet Pg. 118 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Media Highlights
9.A.a
Packet Pg. 119 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Media Highlights
9.A.a
Packet Pg. 120 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Media Highlights
9.A.a
Packet Pg. 121 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Media Highlights
9.A.a
Packet Pg. 122 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Media Highlights
9.A.a
Packet Pg. 123 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Media Outreach
Written Materials
Agency Pitch: Destination Weddings for National Wedding Month
(February)
USL Announcement
The New York Times, Frugal Traveler
Individual media visit invites
VISIT FLORIDA Content
Projects
Webinar: 2024 Trends
Executed webinar for Thursday, January 23 from 10 –11 a.m.
9.A.a
Packet Pg. 124 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Projects
Media Visits
Executed
Karen Cicero, Good Housekeeping: January 2 -4, 2024
Matt Meltzer, Freelance (Thrillist, Matador Network): January 8 –
10, 2024
Allie Conti, Thrillist: January 17 –20, 2024
Upcoming
Susan Barnes, Garden & Gun: February 2 –4, 2024
VISIT FLORIDA Canada FAM: April 22 –24, 2024
Pending
Jeryl Brunner, Freelance (Forbes, etc.)
Eric Barton, Flamingo Magazine
9.A.a
Packet Pg. 125 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Partner Communications
Partner Newsletter
Agency assisted in creating monthly CoastLines Newsletter and
deployment to partners on January 30th.
9.A.a
Packet Pg. 126 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Looking Ahead
Pitching
Spring Break Getaways
“Dupe” Destinations
Silent Travel
9.A.a
Packet Pg. 127 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Thank you!
Proud to be your Partner in Paradise!
9.A.a
Packet Pg. 128 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
MARKETING PARTNER REPORTS
PART II
9.A.a
Packet Pg. 129 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
TOURIST TAX COLLECTIONS
Collier County Tax Collector
9.A.a
Packet Pg. 130 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
BREAKDOWN FISCAL
2022-2023
FISCAL
2023-2024
DIFFERENCE %
OVERALL COLLECTIONS
(includes minor categories not shown below)
Current Month $3,711,512 $4,409,360 $697,848 % 18.80
Year to Date $10,571,618 $12,355,790 $1,784,172 % 16.87
HOTEL /MOTEL
Current Month $2,105,242 $2,610,878 $505,636 % 24.01
Year to Date $6,702,295 $7,610,890 $908,595 % 13.55
REALTORS
Current Month $543,227 $534,335 -$8,892 -% 1.63
Year to Date $1,013,975 $870,265 -$143,710 -% 14.17
INDIVIDUALS
(APTS/CONDOS
S F HOMES)
Current Month $1,013,607 $1,199,325 $202,187 % 19.94
Year to Date $2,743,941 $3,700,049 $956,108 % 34.84
FEBRUARY 2024
FOR THE MONTH OF JANUARY 2024 VENDOR TAX COLLECTIONS
FISCAL YEAR (OCTOBER THRU SEPTEMBER) TOTALS
9.A.a
Packet Pg. 131 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
9.A.a
Packet Pg. 132 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
9.A.a
Packet Pg. 133 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
9.A.a
Packet Pg. 134 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
9.A.a
Packet Pg. 135 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
9.A.a
Packet Pg. 136 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
9.A.a
Packet Pg. 137 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
9.A.a
Packet Pg. 138 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
9.A.a
Packet Pg. 139 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
WEB SITE ANALYTICS
Miles Partners, Inc.
9.A.a
Packet Pg. 140 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
9.A.a
Packet Pg. 141 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
9.A.a
Packet Pg. 142 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Top Pages
Across All Traffic Types
1.Events landing page 43,810 views
2.Homepage 28,671 views
3.Beaches landing page 17,913 views
4.Stone Crab landing page 14,760 views
5.Weddings landing page 11,430 views
6.Hotels & Rentals landing page 8,922 views
7.7 Must Play Golf Courses article page 7,375 views
8.Marco Island landing page 6,954 views
9.Things to Do landing page 6,189 views
10.Things to Do Marco Island article page 5,577 views
9.A.a
Packet Pg. 143 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Top States
●Florida 69,588
●Georgia 13,683
●New York 12,720
●Missouri 8,569
●Illinois 8,531
Top Cities
●(not set)15,963
●Miami 12,113
●Atlanta 8,340
●New York 7,366
●St. Louis 7,299
9.A.a
Packet Pg. 144 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
9.A.a
Packet Pg. 145 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Paradise Coast Sports Complex
9.A.a
Packet Pg. 146 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
PARADISE COAST SPORTS COMPLEX
Paradise Coast Sports Complex (PCSC)
TDC Report
Q1 Report FY 23-24
9.A.a
Packet Pg. 147 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Q1 RECAP SPORTS EVENTS
Oct: Canes, Trojans, Bears –Football
Oct: Advertising World Series –Softball
Oct: Naples Cyclery Time Trials –Cycling
Oct: Starability and Naples Shelter –5k events
Nov: Doral and Alliance Cup –Soccer
Nov: Pinnacle Lax –Lacrosse
Nov: USA Field Hockey –Field Hockey
Dec: AYFNC -Football
Dec: FBUNC -Football
Dec: Golden Cup -Soccer
Dec: The Circuit: Lacrosse
9.A.a
Packet Pg. 148 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
DECEMBER 2023 FINANCIALS
Revenue
•Actual $423,645 ($295,082 over budget)
•Highest gross revenue of all time ($346k Nov 2023)
COGS
•Actual $140,291 ($87,512 over budget)
•Gross profit $283,354 ($216,075 over budget)
Expense Snapshot
•Actual $147,332 ($10,023) over budget
•NOI of $136,021 ($206,053 over budget)
9.A.a
Packet Pg. 149 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Q1 RECAP OTHER EVENTS
Oct: Suffolk –Catering
Oct: GNFD Training
Nov: CCSO SWAT Training
Nov: Legends Concert Series
Nov: JR Wood –Catering
Dec: Snowfest
Dec: Healthcare Network Carnival
Dec: Home Depot –Catering
Dec: Naples Canes Banques –Catering
Dec: Treviso Bay –Catering
Dec: Mainscape Holiday Party -Catering
9.A.a
Packet Pg. 150 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Q1 2023 FINANCIALS
Revenue
•Actual $960,735 ($325,422 over budget)
•5th, 2nd and 1st highest grossing months of all time.
COGS
•Actual $373,867 ($20,986 over budget)
•Gross profit $586,868 ($304,436 over budget)
Expense Snapshot
•Actual $418,074 ($59,926 over budget)
•NOI of $168,794 ($244,510 over budget)
9.A.a
Packet Pg. 151 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
UPCOMING EVENTS Q2
Jan: Steps XPO Showcase –Lacrosse
Jan: College Properties Showcase –Lacrosse and Soccer
Jan: Alligator Alley Challenge –Lacrosse
Jan: Paradise Cup –Soccer
Jan: USL Team Fan Fest
Feb: Weston Cup –Soccer
Feb: SWFL Shootout –D1 Men’s Lacrosse
Feb: CCPS Middle School Finals –Soccer
Mar: Trilogy Spring Training –Lacrosse
Mar: Humane Society –5k
Mar: St Patrick’s Day Game –D1 Women’s Lacrosse
Sand Volleyball
Jan: Legends Concert Series
Jan: Leadership Collier Events
Feb: Legends Concert Series
Feb: Shy WolfStock
Feb: FOCCM Jazz on the Lawn
Feb: Big Game Party
Mar: Legends Concert Series
Mar: Naples Motorfest Car Show
Coastal Fellowship Church
St Matthew’s Food Distributions
9.A.a
Packet Pg. 152 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Q2 PROJECTIONS
Revenue
•$730,913
Tracking to be 70% of annual revenue by the end of Q2
COGS
•$297,074
Tracking to be 91% of annual COGS by the end of Q2
Expense Snapshot
•$387,563
+/-within 5% of budget by the end of Q2
9.A.a
Packet Pg. 153 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Q1 ON-SITE FOOT TRAFFIC
AYFNC and large
holiday party eventsAdded Pinnacle Lax, Field
Hockey and return of Doral
Cup, cancelled in 2022
October decrease from
2022 was the DSNAP event
2022 Oct. Total Foot Traffic: 31,624
2023 Oct. Total Foot Traffic: 23,251 2022 Nov. Total Foot Traffic: 31,624
2023 Nov. Total Foot Traffic: 85,927
2022 Dec. Total Foot Traffic: 45,452
2023 Dec. Total Foot Traffic: 113,300
2022 Quarterly Total Foot Traffic: 108,700
2023 Quarterly Total Foot Traffic:222,478
9.A.a
Packet Pg. 154 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
DECEMBER 2023 ONLINE TRAFFIC
Total Viewed Pages:
December 2023
Sessions:18,685
December 2023
Pageviews:38,117
Google Searches:
December 2023
Search:18,828
VS.December 2022
Search:16,083
New Visitors:
December 2023
Search:18,786
VS.December 2022
Search:16,281
Google My Business
PCSC Profile
Interactions:6,666
PCSC Profile
Views:11,417
PCSC Profile
Searches:7,423
Cove Profile
Interactions:189
Views:4,943
Searches:2,654
Factory Profile
Interactions:79
Views:423
Searches:119
Facebook
Monthly Posts:39
Facebook Reach:483,600 (UP 149%)
Facebook Visits:22,115 (UP 109%)
Paid Reach:2,106 Impress:4,807
Page Likes:8,510 +210
Total Followers:10,012 (UP +200)
Linked In
Followers:255
E-Newsletter
Two December Newsletters sent to total
of 11,808 Subscribers
48.75%Avg. Open Rate
2.2%Avg. Click Rate
Instagram
Posts This Month:29
Total Posts:1,365
Total Followers:4,768 (UP +143)
X (Twitter)
Tweets This Month:23
Total Posts:2,145
Tweet Impressions:4,111
Total Followers:1,133
9.A.a
Packet Pg. 155 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
DECEMBER 2023 MEDIA PROMOTIONS
December 22, 2023
The Naples Press
FBU
December 5, 2023
Wink News
AYF
9.A.a
Packet Pg. 156 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
THANK YOU!
9.A.a
Packet Pg. 157 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Collier County Museums
Visitation Reports
9.A.a
Packet Pg. 158 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
VISITATION
January 2024
9.A.a
Packet Pg. 159 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
January 2023 January 2024Collier Museum at Government Center 865 972Immokalee Pioneer Museumat Roberts Ranch 937 603Marco Island Historical Museum 2,814 3,308Museum of the Everglades 1,373 1,736Naples Depot Museum 0 0TOTAL5,989 6,619Outreach: Educational 543Outreach: Marketing 98
6,619 TOTAL VISITORS IN JANUARY
9.A.a
Packet Pg. 160 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Where are you from?
9%
11%
15%
54%
11%
Full-time Collier Resident Part-time Collier Resident Florida resident (not Collier County)US resident (not Florida)International
9.A.a
Packet Pg. 161 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
How did you hear about us?
0 10 20 30 40 50 60 70 80 90
Advertisement
Social Media
Newspaper or Magazine Feature
Other
Web Search
Word of Mouth
9.A.a
Packet Pg. 162 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Please explain why you would or would not
recommend this museum to others.
We are active in the Preservation field up in New England and like to visit
and learn about the local customs and history. The docents were very
giving of their knowledge and time and it was clear they were well versed
in their subject matter as well as other local ‘must-see’ things to do in the
area. It was the best hour or so of our day!
Enjoyed the temp photo display in the front room, enjoyed the changes
since we were there 4/6 years ago, loved the old Harley, and model of
the dredging rig
Awesome experience. Greeted at the door, served snacks and drinks,
listened to a wonderful lecture and enjoyed the exhibits.
Museum was chock full of wonderful historic relics and stories. Museum
staff was knowledgeable, engaging, welcoming and enthusiastic.
Loved the special exhibit. Reviewed the other exhibits from our last visit a
few years ago. Very friendly staff too.
Outstanding and very informative. Loved hearing about the history and
what is being done to share it with the world.
A very welcoming staff eager to talk about the Cat and their history here
on Marco Island.
Nicely done exhibits. Especially interested in Miccosukee culture exhibit
and information.
Great exhibits, interesting local history display/video. Enjoyed WE ARE
STILL HERE exhibit
Laid out very well, very nice volunteers. Displays were attractive,
informative and interesting.
Fantastic peek at the history of Everglades City Another information and excellent lecture by a National Park Ranger.
I learned a lot! The exhibits were informative and well designed.Wonderful, informative and impressed with the quality of the exhibits.
9.A.a
Packet Pg. 163 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Customer Satisfaction
AVERAGE MAXIMUMPlease rate your overall experience with this Museum.4.88 5.0How satisfied were you with the service you received?4.91 5.0How likely are you to recommend this Museum to a friend or colleague?9.54 10.0
9.A.a
Packet Pg. 164 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
How likely are you to recommend this Museum to a
friend or colleague?
4% (5)7% (24)89% (195)
0%10%20%30%40%50%60%70%80%90%100%
Detractor Passive Promoter
9.A.a
Packet Pg. 165 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Current
Exhibits
9.A.a
Packet Pg. 166 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Borrowed from Our Children:
Seventy Years of the
Audubon Corkscrew Swamp SanctuarySeventyyearsago,brave voices in our community spoke up toprotectancienttreesfromthethreatoftheaxeandsaw.Thanks totheirwork,today Corkscrew Swamp Sanctuary protects 13,450acresinSouthwestFloridaasahavenforplants,animals,andpeople.The Sanctuary recharges the aquifer,cleans water,andreducesriskofcatastrophicwildfirewhilereducingalgalbloomsalongthecoastline.It was said by John James Audubon that,“a true conservationist is amanwhoknowsthattheworldisnotgivenbyhisfathers,butborrowedfromhischildren.”This photography exhibit celebratesthepast70yearsofconservationandlooksaheadtothenext70.
Immokalee Pioneer Museum
January 16 to April 27, 2024
9.A.a
Packet Pg. 167 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
WE ARE STILL HERE;
The Continuing Story of the Miccosukee Tribe
Museum of the Everglades and Collier County MuseumshavecollaboratedwiththeMiccosukeeTribeofIndiansofFloridatocreatethisexhibitexploringtheirpast,present,and future.Following the “Indian Termination Policy”enacted by Congress in 1953,a schism began to emergebetweenthesomeoftheMiccosukeeelderswithintheSeminoleTribeanditsleadership.By 1962,theMiccosukeeTribewasfederallyrecognizedasauniqueandseparatesovereignnation.WE ARE STILL HERE exploresthatstory,but also brings forth little-known facts about theMiccosukeeTribeandtheircontinuingaccomplishments.The exhibit includes images and artifacts of shared history,cultural expressions,powerful personalities,and manyotherfacetsofthisstillunfoldingstory.The importantpartnershipestablishedbetweenCollierCountyMuseumsandtheMiccosukeeTribetofacilitatetheexhibitisitselfanew,and decidedly positive,chapter that we are honoredtobepartof.
Museum of the Everglades
January 23 to May 11, 2024
9.A.a
Packet Pg. 168 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Just Beachy:
Our Most Enduring Attraction
A journey in sand through the hourglass oftime.A vacation on a Naples beach was onceasrusticalifestylechoiceasnowitisasophisticatedone.As the area’s culture haschangedandtheskylinehasevolved,onethingremainstrue:the beaches are still aplacewhereseaandsandcometogethertoprovideanenchantmenttovisitorsyoungandold.The charm of our beaches has providedgenerationswithunforgettablememories.This exhibit brings those memories to lifewithobjectsandphotosfromthecollectionsofCollierCountyMuseumsanditsinstitutionalpartners.
Collier Museum at Government Center
February 20 to May 18, 2024
9.A.a
Packet Pg. 169 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Daydreaming by Niki Butcher
Photographer Niki Butcher hand colors herblackandwhiteimages.This processencouragesadreamyandnostalgicfeel,especially because the images are of an olderFloridathatsometimesnolongerexistsasbuildingsorundevelopedlocations.Niki alsodemonstratessomeofthetechniquesandskillssheusestocreateherartwork.
Marco Island Historical Museum
March 12 –June 8, 2024
9.A.a
Packet Pg. 170 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
Events: For additional details please visit CollierMuseums.com
Preschool Program: Anchors AweighMarch 20 | 10:00 am-11:00 amCollier Museum at Government Center
Where Did He Find the Time? —
Barron Collier, Visionary BusinessmanMarch 21 | 2:00 pm-3:00 pmMuseum of the Everglades
The Grapefruit GalaMarch 22 | 5:00 pm-7:00 pmMuseum of the Everglades
Archaeology Family DayMarch 23 | 10:00 am-1:00 pmCollier Museum at Government Center
9.A.a
Packet Pg. 171 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
THANK YOU
Questions?
9.A.a
Packet Pg. 172 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
9.A.a
Packet Pg. 173 Attachment: Marketing Partner Mar 2024 Report (28307 : Marketing Partner Reports)
03/19/2024
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 10.A
Doc ID: 28226
Item Summary: Tourism Staff Reports
Meeting Date: 03/19/2024
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
03/05/2024 12:34 PM
Submitted by:
Title: – Tourism
Name: John Melleky
03/05/2024 12:34 PM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 03/05/2024 12:34 PM
Tourism John Melleky Tourism Review Completed 03/05/2024 12:45 PM
Office of Management and Budget Christopher Johnson OMB Completed 03/06/2024 7:37 AM
Corporate Compliance and Continuous Improvement Megan Gaillard Additional Reviewer Completed
03/07/2024 1:07 PM
Tourism Sandra Rios Tourism Review Completed 03/07/2024 1:15 PM
County Manager's Office Geoffrey Willig CMO Analyst Completed 03/08/2024 10:06 AM
County Attorney's Office Colleen Greene Attorney Review Completed 03/13/2024 1:08 PM
County Manager's Office Ed Finn Deputy County Manager Completed 03/13/2024 7:02 PM
County Manager's Office Dan Rodriguez Deputy County Manager Completed 03/14/2024 10:49 AM
Tourist Development Council Paul Beirnes Meeting Pending 03/19/2024 9:00 AM
10.A
Packet Pg. 174
1
TDC Collier County - Meeting date: March 19, 2024
STAFF REPORTS
The following is a report encapsulating the staff activity for the time period January
1-31, 2024.
This detailed report contains activities, actions, recaps and actionable learning by
focus disciplines.
10.A.a
Packet Pg. 175 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
2
TABLE OF CONTENTS
1. Staff Topline Activities -- 3-4
2. Interim Co-Directors -- 5-6
3. Arts & Culture -- 7-8
4. Group Meetings -- 9-11
5. Midwest Sales -- 12-14
6. Specialty Markets -- 15-16
7. PR & Communications -- 17-20
8. Digital, Social and Film -- 21
9. Travel Industry and Leisure -- 22-23
10. UK & Ireland -- 24 - 25
11. Germany -- 26 - 28
12. Sports Complex -- 29 - 31
10.A.a
Packet Pg. 176 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
3
STAFF TOPLINE ACTIVITIES
Interim Co-Directors
1. Implemented Winter Campaigns in Chicago and Cleveland.
2. Developed materials on International Reps to develop the case for the renewal of their
contract.
3. Implemented various strategies for sports including extension of the U.S. Open Pickleball
Championship sponsorship and the announcement of the new USL Soccer Team.
Arts & Culture
1. In conjunction with United Arts Collier, created a media event to report the reposts of the
Arts and Economic Prosperity Study 6(AEP6) and the Arts and Culture Strategic Plan to
showcase the importance of the arts in our community. The economic impact of arts and
culture in our community is $147 million.
2. Provided a financial reporting module and held a training session for grant organizations to
submit financial reimbursements.
Group Meetings
1. We welcomed over 140 Association CEOs and Executives to the prestigious ASAE CEO
Summit at the Naples Grande Beach Resort. Northstar Meetings’ IPEC 2024 Independent
Planners’ Education Conference in Greenville, SC provided one-on-one client appointments
and was a great success. We will be attending Visit Florida’s Florida Encounter 2024 in
Miami February 4-6, 2024.
Mid-West Sales
1. Coordination, prospecting, and marketing for the January 2024 Pickleball client event in
Chicago - reached approximately 500 clients through email, LinkedIn and phone calls. Sent
two email blasts to 400+ Chicago Area Clients
2. Received 6 RFPs from invitees/attendees from Client Event for a total of 8,401 room nights
Specialty Markets
1. Networking Opportunities: The NYC Travel and Adventure Show, WeddingSalon event, and
2024 AC Wedding & Destination Travel Show all attracted a variety of participants from the
travel and wedding industries. This provided ample networking opportunities, fostered
discussions on potential partnerships and developed collaborations among trade
professionals, advisors, press, couples planning weddings, and wedding vendors.
2. Lead Generation and Future Marketing Efforts: January events were instrumental in lead
generation and acquiring valuable contacts for future marketing efforts. This was evidenced
by the acquisition of email lists and connections made with event planners and wedding
vendors. These leads provide opportunities for ongoing communication, promotion, and
collaboration, ultimately driving brand growth and revenue in the wedding and travel
industries.
PR & Communications
1. Earned media efforts for January 2024 resulted in 78,065,709 media impressions with a
Media Value of $42,719.87.
10.A.a
Packet Pg. 177 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
4
2. Media highlights include placements in Chicago Parent, Flamingo, Good Housekeeping,
World Atlas, Florida Farm & Family, LUXE Interiors + Design, Southern Living and The Travel
magazines and online publications. We also completed two interviews in the Chicago and
Cleveland markets on the ABC TV affiliates' Morning Travel shows, in correlation to our
winter leisure ad campaign.
Social & Digital Media
1. Conducted Facebook Live Sunset from Wiggins Pass.
2. Provided Film Permitting services for the History Channel.
Leisure Sales
1. Participating in the AAA Pittsburgh travel showcase allowed the CVB to market to 40 AAA
Travel Advisors and over 2,000 high-income consumers in attendance. This region exhibits
strong familiarity with Florida, aligning well with our top feeder markets and marketing
initiatives.
2. With room rates on the rise in our destination, travel agents and tour operators are
increasingly turning to all-inclusive vacation packages for their clients. As accommodation
costs surge in Florida, travelers seek greater value for their vacation expenditures. All-
inclusive options provide a comprehensive solution, bundling accommodations, meals,
beverages, and activities into a single package.
OMMAC – UK and Ireland
1. Visit USA Meet the Media, London, January 15, 2024.
The team attended the annual Meet the Media, the leading national consumer and trade
media event. It was an opportunity to network with 69 top-tier media from the UK,
including freelancers, editors, and content creators, and pitch new and relevant stories
about Florida’s Paradise Coast.
2. Received total national press coverage valued at over $18,000 and approximately 6 million
impressions.
Diamonde / Germany / Benelux
1. Attended the leading Durch B2C travel show Vakantiebeurs (January 11-14) and at two
German B2C travel shows in Magdeburg (January 5-7) and Dresden (January 26-28).
2. Escorted the individual site inspection of our key account tour operator partner DER
Touristik from January 30-February 2.
Paradise Coast Sports Complex
1. Sports Facilities reporting Q1 Financials for Paradise Coast Sports Complex with a revenue of
$960,735 for the quarter ($325,422 over budget).
2. United Soccer League (USL) Agreement approved at the January 9, 2024 BCC Meeting and the
USL team will start play in March of 2025.
10.A.a
Packet Pg. 178 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
5
INTERIM CO-DIRECTOR ACTIVITIES
John Melleky and Sandra Rios
Jan. 1– 31, 2024
MONTHLY ACTIVITIES
Tourism Industry & Intra-Division Meetings
• Attended and provided welcome remarks to the ASAE CEO Symposium. January 11
• Attended the FRLA meeting of the new Chamber CEO - January 16
Other Community Outreach
• Met with Le Petite Chef (new local restaurant) executive – January 22
Staff Items
• International Reps Contracts
o Determined steps to have the international reps contracts renewed by March with
Tourism staff and procurement.
• Held weekly staff meetings to share information, projects, and outcomes.
• One-on-one meeting with Marissa Baker from PCSC to discuss current issues that we can assist
with.
• Held weekly meetings with Deputy County Manager, Dan Rodriguez.
• Reviewed travel requests, time off, and other administrative functions.
• Conducted assigned/required Collier University training.
Strategic Implementation
• Tourist Development Council
o Created orientation manual for Commissioner LoCastro and Dan Rodriguez.
o Met with Commissioner LoCastro to prepare him for his role as TDC Chair, January 08
o Prepared materials and monitored the agenda review process for TDC January meeting.
o Communicated with TDC members on January meeting information.
o Worked with Commissioner LoCastro and the County Manager’s office to determine the
schedule for 2024 TDC meetings.
o Communicated 2024 TDC meeting schedule and deadlines to staff and staff consultants,
TDC members, and CVB partners.
• U.S. Open Pickleball Championship
o Finalized contract with procurement for BCC consideration.
o Attended BCC meeting for approval on contract. – January 9
o Revised contract and obtained signature.
• CoStar – STR data contract
o Worked with CoStar to obtain invoice and payment.
• United Soccer League Agreement
o Attended BCC meeting for the agreement approval, January 9
o Attended Press Conference announcing the team, January 17
10.A.a
Packet Pg. 179 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
6
• Grant Programs
o Met with Coastal Zoning to discuss Category A grants, January 26
o Worked with staff to determine updates to the sports grant program.
• CHUBB Classic
o Met with the organizers about onsite activities and media needs for the February 2024
event, January 5
• Website
o Worked with Miles Partnership on the testing and implementation of the new look and
feel for the ParadiseCoast.com website.
Marketing/Public Relations/Communications/Sales
• Orchestrated meetings with partner agencies to discuss the status of current projects and
strategies for 2023-2024.
o Advertising (Paradise Adv) – January 4, 10, 24, 26
o Website (Miles Partnership) –January 8, 11, 23, 26
o Data Research (Downs and St. Germain) - January 4, 11, 18, 25
o Public Relations (LHG) – January 10, 23
• Filmed interview for Youtube Pickleball show, January 5
• Filmed interviews for Chicago and Cleveland campaigns. January 10, 15
• Reviewed final versions of the Visitors Guide.
• Review and revisions to current marketing projects and campaigns including Winter Campaign in
Chicago and Cleveland, Always On campaign, Stone Crabs, arts and culture ads and video series.
• Directed day-to-day business activities related to CVB’s activities, partner engagement, public
relations, and communications responsibilities.
• Fulfillment RFP
o Reviewed proposals and attended procurement meetings to determine the vendor for
the fulfillment RFP. January 3, 12
o Created fee schedule for the contract. January 25
• Call Center RFP
o Developed sole source form for selection of call center and emergency call center
vendor.
• International Reps
o Met with reps to develop the case for their contract renewals. January 10
o Created PowerPoint presentation about the international reps and their work with the
CVB.
o Developed Executive Summaries for the contract renewals.
• Completed advanced training on SAP, updated processes for procurement and P-Card
transactions and audited payroll, January 2, 16, 31
• Completed revisions to the department organizational chart based on current staff positions and
structures. Submitted plan to change the accountant role to a Management Analyst position.
10.A.a
Packet Pg. 180 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
7
ARTS AND CULTURE
John Melleky – Arts and Culture Manager
January 1 - 31, 2024
TDT Grants and Other Grant Programs
• Held a Finance Reporting training workshop on January 04, 2024, for organizations with a
FY2023-2024 grant.
• Opened an online portal for financial reimbursements of the grants.
• Updated our website with training materials and sent the training information to all grantee
organizations.
General CVB Projects
• See the Interim Co-Director Director report for more information.
Public Art Committee
• Finalized minutes and information from the November 2023 meeting.
• Prepared agenda, meeting materials, and public notice for the January 17, 2024, meeting.
• Administered and ran the January 17, 2024, Public Art Committee meeting.
• Submitted signed minutes and agenda materials for the November 2023 meeting to the Januar
BCC.
Arts and Economic Prosperity Study 6 Results and Strategic Plan
• Prepared materials and met with United Arts Collier to plan meeting on Jan. 29, 2024.
• Reviewed invitation list and provided updates.
• Assisted in writing the press release about the event.
• Created Arts and Culture Strategic Plan Update and made revisions.
• Attended and spoke at the meeting on January 29, 2024.
¡ARTE VIVA! – Hispanic Art Festival
• Approved campaigns and digital assets for ¡ARTE VIVA promotions.
• Reviewed filmed pieces completed from the November and December shoots and
made suggestions for the final version. Sent to Artis—Naples for review.
10.A.a
Packet Pg. 181 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
8
¡ARTE VIVA! Event Attendance
DATE ORGANIZATION
Jan. 09, 2024 Marco Island Center for the Arts – Tattoo as Art exhibition opening
Outreach to Arts and Culture Organizations
Outreach to organizations includes meetings, introductions, and attending various arts and cultural
activities throughout the month.
DATE ORGANIZATION
Jan. 04, 2024 United Arts Collier – attended exhibition at Norris Center
Jan. 06, 2024 Naples Art Institute – attended New Year’s Art Show
Jan. 06, 2024 Nash to Naples – attended concert
Jan. 10, 2024 United Arts Collier -review slides from Arts and Economic Prosp. Study
Jan. 10, 2024 Coco Gallery – attended exhibition opening
Jan. 11, 2024 Wendy Wagner – attended art exhibition opening at the Norris Center
Jan. 17, 2024 Collier Community Foundation – presented Arts Strategic Plan Results
Jan. 22, 2024 Collier County Schools – met with Skip Pardee, head of Arts Programs
Jan. 27, 2024 Naples Botanical Garden – Naples Art District – attended Plein Aire Festival
Jan. 27, 2024 Mercato – attended Arts Show
Jan. 27, 2024 Naples Art Institute – attended Vincent Vasarely exhibition
Jan. 29, 2024 Arts and Economic Prosperity Study 6 and Arts and Culture Strategic Plan –
results presentations
Upcoming Strategic Initiatives
• Create the final report for the TDT Grant program and set up training sessions on final reports.
• Implement changes for the FY 2024-2025 TDT Grants and set up training sessions for the new
cycle. Determine how to tie all grant programs together.
10.A.a
Packet Pg. 182 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
9
GROUP MEETINGS
Lisa Chamberlain, CMP – Group Sales Manager
January 1 – 31, 2024
2023 2024
Number of Meeting Planner Contacts
61 in Dec 2023 95 (vs. 77 in Dec; 94 in Nov; 157
in Oct; 68 in Sept; 103 in Aug; __ in
July; 67 in June; 134 in May; 75 in
Apr; 75 in Mar; 75 in Feb; 61 in Jan;
71 in Dec; 56 in Nov )
Number of RFP leads sent to hotel
partners
23 leads sent
9,726 potential room
nights
$5,271,115 Estimated
Economic impact
28 leads sent (vs. 12 in Dec; 28 in
Nov; 34 in Oct )
15,210 potential room nights (vs.
4,523 in Dec; 14,124 in Nov;
25,152 in Oct )
$10,447,952 Estimated Economic
Impact (vs. $2,836,099 in Dec;
$9,772,707 in Nov; $16,355,376 in
Oct )
Number of Groups booked
2 group booked
1 group booked in Jan (vs. 1 in Dec;
2 in Nov; 2 in Oct )
Total Room Nights/Econ. Impact for
Period booked
$705,664 direct
spending EI;
1,500 total room nights
booked
1,137 TRN $735,697 direct
spending EI; (vs. 7,817 TRN
$7,231,126 in Nov; 1,744 TRN
$993,039 in Oct direct spending EI)
Number of RFP Enhancement (RFPE)
Requests
5 Jan 2023
1 For Jan (vs 0 for Dec; 1 for Nov; 1
for Oct ) Duck Donuts Oct 24
Number of RFPE’s to Contract
1 in Dec 2023
0 For Jan (vs. 0 for Dec; 0 for Nov;
0 for Oct )
Client Site Visits & FAM’S
0 in Dec 2023
0 in Jan (1 in Dec; 1 in Nov; 1 in
Oct )
Hotel Partner Site Visits 2 in Dec 2023 2 in Dec (vs. 3 in Dec; 2 in Nov; 2 in
Oct )
Number of Shows Attended 1 show in Dec 2023 2 in Jan (vs. 0 in Dec; 1 in Nov; 1
in Oct; 0 in Sept; 2 in Aug; 1 in July;
0 in June; 1 in May; 0 in Apr; 1 in
Mar; 1 in Feb; 0 in Jan; 0 in Dec;
Nov
10.A.a
Packet Pg. 183 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
10
Events Attended / Sales Activity
• ASAE CEO Summit at the Naples Grande Beach Resort
January 11th
• Strategic Planning meeting with Outlyr, re: Chubb
Classic
• USL Naples Press Conference at Paradise Coast Sports
Complex January 17th
• Business After 5 at Courtyard by Marriott January 18th
• Northstar Meetings’ IPEC 2024 Independent
Planners’ Education Conference in Greenville, SC Jan
21-24 Preparation for ASAE
• Wake Up Naples Greater Chamber Meeting January
31st
• Coordination with Midwest team for January items
• “Pickleball from Paradise” client event in Chicago,
January 31st
• Registrations/preparation for Northstar Meeting
Group’s IPEC 2024 Jan 21 – 23, 2024 in Greenville SC
• Finalizing plans for Visit Florida’s FLORIDA
ENCOUNTER Feb 4-6, 2024, Miami, FL
• Follow up on connections made at FICP 2023
• Connecting with and assisting meeting planners who
have submitted leads directly and through Cvent and
other channels.
Lisa Chamberlain and Sandra Rios
UPCOMING STRATEGIC INITIATIVES
Working on new group sales document content – requesting updated contacts; specific capacities; and
new images for our collateral sales piece.
Reaching out to our area hotel partners to reiterate the Threshold360 Meetings Capture opportunity
available for the hotels to schedule a filming for their respective properties.
We continue to work with Paradise Advertising on social media content for LinkedIn posts to highlight
relevant educational content in my monthly posting.
10.A.a
Packet Pg. 184 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
11
LOOKING FORWARD
• February 4-6, 2024 – Florida Encounter 2024 Miami
• March 3 – 4, 2024 – Imagine Solutions Conference 2024
• March 26 - 27, 2024 – Destinations of FL Tallahassee Client Event and FSAE Women’s Summit
ASAE CEO SYMPOSIUM & Northstar Meetings’ IPEC Independent Planners Education Conference 2024
10.A.a
Packet Pg. 185 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
12
MIDWEST SALES
Synergy-Connect - Midwest Reps
January 1 - 31, 2024
January 2023 January 2024
Number of Meeting Planner Contacts 150 1,200*
Number of RFP leads sent 27 25
Number of Shows Attended 2 2
*Outreach to database of meeting planners to attend Pickleball Client event for Midwest market
RFPS
Event Name Organization Contact State Dates Total
Room
Nights
NM Managing
Partners 2026
Conferencedirect Brian Melton FL March 13-20, 2026 61
Best Buy MP92 FY25 HelmsBriscoe Lisa Heim MN April 2-4, 2024 74
NCM 03452- Key
Largo
Maritz Travel Kristen Freid MO March 8-12, 2025 45
NCM03455 Florida Maritz Travel Kristen Freid MO February 4-8, 2025 95
2026 ESiCA Spring
Conference
HelmsBriscoe Tanya Baker OH May 5-10, 2026 175
NADA SGO3
February 2025
Maritz Travel Dawn McAtee MO February 16-18,
2025
46
Dairy Queen
Operators
Association
Dairy Queen
Operators
Association
Angie Patrin MN November 3-6,
2024
95
2024 Banner and
Witcoff All Attorney
Retreat
American Bar
Association
CeCe Ely IL September 12-14,
2024
336
CAP 02/24 Point of
Care
Conferencedirect DayDay Howe ID February 23-25,
2024`
22
2025 Enterprise
Holding Ind
Maritz Travel Lisa Bell FL/MO October 30-
November 5, 2025
635
10.A.a
Packet Pg. 186 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
13
Event Name Organization Contact State Dates Total
Room
Nights
NCMO3494 Marco
Island
Maritz Travel Kristen Freid MO February 15-19,
2025
79
Enterprise Holdings
Global Franchise
Meeting
Maritz Travel Lisa Bell FL/MO June 15-19, 2025 690
AO Smith CCWG
Partners in Progress
BI Worldwide Nicole Meinhardt MN January 8-10, 2025 630
Baxter 2025 North
American Kick Off
BCDME/Baxter Jennifer Nelson IL February 3-7, 2025 5760
2025 SEMA/EMA
President’s Club
HelmsBriscoe Rupal Patel CO August 25-28,
2025
628
2026 Business Law
Section - Derivatives
and Future Law
American Bar
Association
Michael Steffen IL January 14-17,
2026
400
Enterprise Holdings
Inc - North American
Sales Meeting
Maritz Travel Lisa Bell FL/MO May 11-17, 2025 1736
2024 BD Achievers
Trip
CBIZ MHM, Inx Heather Coleman MO April 3-6, 2024 30
Waste Connections
Region Controllers
Meeting
Maritz Travel Tara Moynihan MO June 19-21, 2024 140
NCM 03504- Multi Maritz Travel Kristen Freid MO February 3-8, 2025 46
2025 M&A and
Transaction Solution
Symposium
HelmsBriscoe Amelia Roper IL January 26-31,
2025
1100
Sabert 2025 NSM Conferencedirect Chris Davis KY March 3-6, 2025 270
National Sales
Meeting
HelmsBriscoe Nicole Andrews NC May 13-16, 2024 43
H.B, Fuller Board
Meeting
HelmsBriscoe Alice Yount MN January 18-23,
2026
63
2026 Elite of Lexus Maritz Travel Jackie Hasson PA/MO May 4-7, 2026 688
10.A.a
Packet Pg. 187 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
14
Prospecting and Other Activities
• Contacted all incoming leads for updates and recommendations.
• Attended SITE Annual General Meeting (90pp in attendance).
• Attended SITE BOD meeting and Sponsorship on boarding meeting.
• Updated Chicago Client list for January Client Event.
• Sent 2 Eblasts to 400 Chicago Area Clients.
• LinkedIn Post and Eblast sent through eGroup Communications to promote the Pickleball event.
• Sent personal emails to 250 Chicago Area Clients for the event.
• Hosted Pickleball Client event with 32 clients in attendance.
• Prospected through Linked in for client event and future business.
Looking Forward
• February 5, 2024 - American Hospital Association’s Annual Supplier update
• February 13, 2024 - Destination Reps Quarterly Meeting
• February 13, 2024 - Presentation at American Bar Association with Destination
• February 26 - 28, 2024 - SITE Global Conference
• March 5, 2024 - GPS Destinations Chicago
• March 6, 2024 - GPS Destinations Milwaukee
• March 7, 2024 - GPS Destinations Minneapolis
• March 13, 2024 - SITE Midwest Meeting in Michigan
• March 17-19, 2024 - SITE Chicago Board of Directors Retreat Amelia Island
• April - Synergy Destinations Client Event, South Florida
• April 1 - 4, 2024 - Retreats Resources Roadshow, TX
• April 21-24, 2024 - Northstar Small & Boutique Meetings, Montgomery TX
• May 20-22, 2024 - MPI Annual Meeting, Louisville KY
• May 28 - 31, 2024 - Incentive Research Foundation Invitational, Bahamas
• June 23 - 26, 2024 - M&I Americas Tradeshow, Miami
• August 2, 2024 - SITE Grand Slam Event, Chicago
• August 27-29, 2024 - Connect Marketplace, Minneapolis
10.A.a
Packet Pg. 188 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
15
SPECIALITY MARKETS
Michelle Pirre – Admin Assistant II
January 1 – 31, 2024
January 2024 Events Specialty Markets
During the month of January, the CVB attended the Atlantic
City Wedding and Destination Travel Show, The NY Travel &
Adventure Show, and the WeddingSalon Showcase in NYC.
The NYC Travel and Adventure Show attracted a total
attendance of 24,262 individuals, encompassing a spectrum
of participants from the travel industry, including trade
professionals, advisors, and press. Educational seminars
offered insightful perspectives for attendees, while
interactive activities enhanced the overall event experience.
The CVB had great exposure along with the Parkway Motel
& Marina in Chokoloskee who attended as well. Overall,
the event provided significant value by giving exposure to
the adventure traveler.
Similarly, the WeddingSalon event saw active engagement
with couples planning weddings, alongside networking
with wedding vendors to amplify the destination's appeal.
The event strategically positioned the destination as a
premier wedding location, showcasing unique selling
points such as natural landscapes and historic venues.
Likewise, the 2024 AC Wedding & Destination Travel Show,
primarily attracting consumers from the tri-state area,
focused on showcasing Naples, Marco Island, and the
PERIOD AT A GLANCE 2023 2024
Number of Travel Agent &
Tour Ops Contacts
25 1,285
Number of Meeting Planners 357 157
Number of RFP’s Sent
4 Leads Sent with
$155,021.61 EIC
Potential 315
total room nights
5 Leads Sent with
$202,354.14 EIC
Potential 153total
room nights
Number of Consumers 1252
10.A.a
Packet Pg. 189 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
16
Everglades as a premier wedding and travel destination. The booth engagement included distributing
informational materials and acquiring a valuable email list of over 800 attendees for future marketing
efforts. Connections with event planners and wedding vendors opened avenues for potential
collaborations, resulting in increased brand exposure and valuable leads for future marketing campaigns.
Overall, each event provided opportunities to showcase destinations, engage with attendees, and
establish partnerships within the wedding and travel industries.
Upcoming Initiatives
Washington DC Travel & Adventure Shows to promote the destination – February 24-25, 2024
Small & Boutique Meetings to promote destination weddings– April 21-23, 2024
10.A.a
Packet Pg. 190 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
17
PUBLIC RELATIONS & COMMUNICATIONS REPORT
Sandra Rios/Maria Power
January 1-31, 2024
Journalist Activity
• Hosted: Karen Cicero, a freelance travel writer and contributor for Good Housekeeping
(44,103,262 UVM; 2,065,352 print) visited the destination Jan. 2-4, 2024. The PR department
set up passes at the Naples Botanical Garden and The Baker Museum. Writer was hosted at The
Ritz-Carlton, Tiburón for accommodations and meals.
• Hosted: Allie Conti, on assignment for Thrillist in conjunction with VISIT FLORIDA. Everglades
FAM Jan. 17-20, 2024, itinerary included Audubon Corkscrew Swamp Sanctuary guided tour,
airboat ride at Wooten’s, lunch at Havana Café, a tour with Thomas Locklear of the Museum of
the Everglades and an Everglades City tour.
• Hosted: Matt Meltzer, a journalist with Thrillist who, as a result of his stay, Jan. 8 – 10, 2024, will
produce a 1,000-1,500 word “Two Days Away” story. As part of this series, Thrillist shares
itineraries to some of the best towns and small cities. It includes everything a reader needs to
know to make the most of a weekend getaway.
• Vickie Mitchell / Small Market Meetings – request for meetings information
• Terry McDevitt – the Naples News – Group Visitation and Convention Business article and photo
• Ann Henson – USA News & World Report – freelancer for upcoming Florida Travel Guide
Potential Opportunities
• Marissa Anukwuem /@thats Marissa, a mini influencer requested a February FAM with her and
her daughter and we declined due to lack of followers.
• Kali Alexandria/ @kalialexandria a social media influencer requested a FAM visit, we declined
due to her audience.
• Cat Magallon/@honeycdrip who was interested a March or April FAM. We declined as her
content does not align with our target audience or their interests.
• Captain Erik / live stream TikTok camping in the Everglades.
• Kelsey Pomeroy@kelseWhatElse – content for Marco Island visit
• Alan Hunter – Golf America – potential filming
PERIOD AT A GLANCE Jan. 2024 Jan. 2023 Jan. 2022
Media Interactions 23 130 183
Journalists/Influencers Hosted 3 1 4
10.A.a
Packet Pg. 191 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
18
Communications
• Submitted Musical Swings event at the Naples Botanical Garden for the Snowbird Advisor spring
calendar that reaches 80,000 Canadian snowbirds.
• Fulfilled media lead from Garden & Gun magazine requesting Southern bakeries that are known
for unique, specialty items - we submitted Mon”Key” Buntz bread from Tin City and Tony’s Off
Third’s Carrot Cake and Key Lime Tart.
• Maryam Siddiqi, Editor/Writer for House and Home Magazine, Canada's top design magazine.
Submitted information and images for April issue
• Submitted article to Destinations Florida for February issue
• Information request from Zahra Khan / 2024 edition MINI (Gulfshore Life’s parenting magazine)
regarding Snowfest 2024.
• Brian McIntosh / @whereintheworld / scenic and lifestyle photographer
• Began annual report process with Paradise Advertising
• Sponsorship implementation with Jeremy Freidman / Chubb Class by ServePro
• Flamingo magazine – editorial calendar review and discussion
• Interview – ABC Chicago – copy points / location / filming https://abc7chicago.com/floridas-
paradise-coast-local-spotlight-naples-everglades/14319754/
• Interview – Veteran’s Community Park – Parks & Rec Department – Pickleball YouTube segment
• Visit Florida – Call for Content – 2024 Travel trends
• PR coordination for Valentine’s Day civil ceremony – City of Naples
• Approval – Branch-Up Canada Social Media posts
• January CoastLines article
• Follow up Great Wolf Lodge inquiry – Jeff Wright / Attorney at Law
• Hosted weekly “Big Rocks” team meeting
• Attended weekly PIO meeting
• Bi-weekly planning call with Paradise Advertising
• Bi-weekly planning call with Lou Hammond Group
• Met with incoming CEO, Kristina Park, Naples Chamber of Commerce
• Paradise Advertising strategy session – Content Series
• Attended USL Press Event – PCSC
• Submitted Tourism Operational Plan to Financial operations
• Interview for ABC Cleveland Morning Travel Segment: CollierCo_SP5_0124_215 (youtube.com)
• Attended UAC Economic Impact Presentation - 1/29
Marketing
(numbered items below are individual marketing campaign projects that require review and approval)
• 1807 - Approval Feature Story for Association Conventions & Facilities Magazine
• 1685 and 1763 - Meet the Artists Video Interviews
• 1320 – Travel Trade Eblast and Email Sign-Up
• 1779 – Web article – Revs Institute V1
• 1435 – International Campaign Concepts
• 1470 - Fall Campaign Stone Crab Campaign meta proof
10.A.a
Packet Pg. 192 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
19
• 1660 – staff note cards
• 1776 – Meet the Artists Content Capture
• 1774 – Wedding content – Pinterest
• 1854 – ABC Winter Spotlight Segment – Website Copy
• 1462 – Always on Campaign – Tik Tok proof
• 1392 – Marketing Plan revisions
• 1845 – Garden & Gun full page ad – proof
• 1610 - Meetings Escape approval
• 1609 – Consumer Escapes eblast review and approval
• 1783 – Weddings Campaign Trade Desk Assets Banners
• 0041 - Meetings ONLY Spot – V1
• 1837 – VAX Travel Trade Database Opt-In Communication
• 1748 – NPR Radio
• 1830 – VAX Vacation Sponsored Webinar Assets
• 1841 – FY24 International Campaign – Germany – OOH Wilkins Proof
• 1791 – General Arts & Culture Meet the Artists Web Article / Naples Art District Proof
• 1459 – FSAE Meetings Solo Eblast for February – review
• 0064 - FY24 Canada Campaign Porter Airlines Magazine FP Ad Mar / APR
• Review of Audit Scopes for website – GDPR and ADA
• Coordination for First Tee Champions Challenge and CHUBB Classic sponsorship
• Coordination of Imagine Solutions sponsorship elements
• Coordinating EXPEDIA filming in the destination for their global tourist destination web pages.
• Meetings January e-Scapes Newsletter – content
• Initiated Domestic Hispanic Survey through Downs & St. Germain
• OVG Delta Proof – Visitor Guide (1)
• Annual partner webinar series planning
• Coordination Chicago Pickleball Meeting Planner event
• Approved Imagine Solutions program book ad
Asset Fulfillment
• Tim Aten, Gulfshore Business magazine. Images for The Naples Press front page article on
business conventions at Collier County hotels.
• Katie MaHone-Jones, Events Director from North American Hardware and Paint Association.
Images to promote August event at the JW Marriott Marco Island Beach Resort
• Susan Trainor, Editor, Destinations Florida. Image for February “Quick Trip” report in the
Tourism Marketing Today Publication.
• Nina Sologubenco, Black Diamond, our UK representative. Images for social media posts.
Website Listings, Events and Deals
• Created, updated, or deleted 105 event listings for the website. The events page stayed as the
top-most viewed page for December with 32,879 views.
10.A.a
Packet Pg. 193 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
20
• Created 3 deals on www.ParadiseCoast.com. In Jan. our deals page views was up 25% from the
previous year with 1,641 views.
• In Jan. we updated or deleted 28 business listings on the website.
Other Activities
• See Interim Director report for other activities completed by Sandra Rios
News & Press Releases
Alligators and Crabs in Paradise – The Boston Globe / Pam Wright
10 Small Towns In Florida That Are Near Scenic Natural Wonders
11 Best Towns In Florida To Visit In 2024
15 Winter Island Escapes In the South
Florida’s Charming Small Towns You Don’t Know
10.A.a
Packet Pg. 194 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
21
DIGITAL, SOCIAL AND FILM
Buzzy Ford - Film Liaison, Digital & Social Media Coordinator
Jan. 1 – 31, 2024
JANUARY SOCIAL MEDIA 2024
2023
LinkedIn LinkedIn Post Sent: 4
Engagements: 276
Followers Gained: 1
Impressions: 2,548
LinkedIn Post Sent: 14
Engagements: 258
Followers Gained: 42
Impressions: 4,079
Facebook Accounts (3)
Facebook Posts Sent: 33
Engagements: 69,882
Link Clicks: 36,003
New Fans: 2,170
Impressions: 4,635,217
Facebook Posts Sent: 42
Engagements: 47,667
Link Clicks: 17,580
New Fans: 516
Impressions: 3,576,481
Instagram
Instagram Media Sent: 23
Engagements: 1,668
Followers Gained: 159
Instagram Impressions: 4,224,251
Instagram Media Sent: 33
Engagements: 1,729
Followers Gained: 125
Instagram Impressions: 873,565
CrowdRiff 13k interactions and 47k views 7.9k interactions and 28k views
ThresHold360 Engagement: 16.13
Google Views: 687,136
Clicks: 203
Data not provided by the vendor.
Tasks
• Film Permitting (History Channel)
• Film ABC Chicago Spotlight Segment
• New website build editing
• Attend International Wildlife Film Festival at Rookery Bay
• Threshold 360 Project
• Generate TDC Monthly Meeting Agenda
• Attend and gather content from the Naples USL Press Event
• Social Media Monitoring / Content Meeting
• Write monthly Coastlines article
• Update partner listings & website articles
• Facebook Live: Wiggins Pass Beach
• Content gathering for the Naples Boat Show
• Update the “In the News” section, highlighting various destination coverage.
• Update website media center with various PR & publication initiatives
• Assist CVB Staff with applications & IT support
10.A.a
Packet Pg. 195 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
22
TRAVEL INDUSTRY & LEISURE MARKET SALES REPORT
Claudia Cianfero – Global Sales Manager
January 1 – 31, 2024
PERIOD AT A GLANCE
2023 2024
Number of Travel Agent Contacts
30 40
Number of Tour Operator
Contacts
0 0
Number of FAM’s/Site Visits
0 1
Number Trade Shows Attended 1 1
Consumer e-newsletter
registrations
389* 87 *
• Change in numbers YOY is due to attending two different shows, some have larger attendance
numbers than others
Events Recap
AAA – Pittsburgh Travel Showcase
January 19-21, 2024
Pittsburgh-based AAA East Central is the largest
AAA Club, serving 2.7 million members across
five states (PA, OH, WV, KY, NY). At the show, we
had 40 AAA Travel Advisors and over 2,000 high-
income consumers in attendance. Our booth
engagement involved distributing our Visitor
Guide, Maps, and TA Agent Training Academy
cards. Additionally, we received 87 consumer
requests for our e-newsletter, which supports
our future marketing efforts. The CVB and our
hotel partner, Staybridge Suites Naples-Marco,
received significant exposure both before and
during the show through AAA's extensive
advertising efforts.
Fatima Salazar / Staybridge Suites Naples and Claudia Cianfero
10.A.a
Packet Pg. 196 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
23
German Site Visit
January 31 – February 2, 2024
The CVB hosted one of the largest tour operators
from Germany, Katja Wagner with Dertour, in the
destination prior to the Florida Huddle trade show.
During her stay, she had the opportunity to visit
numerous hotels in the Everglades, Marco Island,
and Naples. Additionally, she experienced our
culinary scene and explored some of our attractions.
Her thank you note is to the right.
Travel Agent Academy
Florida’s Paradise Specialist Program January 2024 Data
International Update
• Continue manage the UK/Ireland and German/Europe office for their day-to-day needs.
Currently working on numerous co-op campaigns, tradeshows and media posts.
Upcoming Strategic Initiatives:
• Florida Huddle February 2 – 4, 2024
• VAX Webinar – February 29, 2024
• BranchUp social media campaign with Visit Florida Canada February posts and March posts.
10.A.a
Packet Pg. 197 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
24
INTERNATIONAL REPS
UK & IRELAND REPS -OMMAC ACTIVITIES
January 1 – 31, 2024
Marketing and Promotional Activity
Ongoing Collaborations:
• Following up with and maintaining regular outreach to our UK & Ireland trade suppliers.
• We are across a numbers of tour operator suppliers to ensure our market share and increase
visitation into Florida’s Paradise Coast. Following up on previous successful campaigns we aim to
establish suitable proposals for consideration and activate at the earliest date.
• Our aim is to achieve prominence and position Florida’s Paradise Coast front of mind with both
trade and consumer.
• Trade Show - Huddle – 4-6 Miami – coordinated with CVB regarding appointments and reached
out directly to individual attendees with aim of follow up on their return to UK.
• Visit Florida: Participated with webinar presentation regarding upcoming opportunities.
• CVB: We continue to work in alignment with the CVB to communicate our market performance
and results for year end and moving forward into 2024.
• Visit USA Meet the Media in London. Photo right- The
team with Steve Hartridge, Editorial Director and Jess
Pook, Editor, at Selling Travel Magazine.
• Updates: Industry updates included within our CVB
weekly zoom meeting for planning and reference – all
noted above under market updates.
• Mailing House: Maintain distribution of CVB literature for
consumer and trade requests - ongoing.
Upcoming Events
• February – Visit Florida Travel Agents training – UK OMMAC Team
• February/ March – Co-op marketing activity – UK
Public Relations and Communications Activity
• In January, the team proactively pitched the following on behalf of Florida’s Paradise Coast:
o Multi-destination roundups three for 15 Romantic stays for Valentine’s Day
/Destinations you didn't know you needed on your bucket list/Start your year off right:
Adrenaline and adventure packed experiences.
o TravMedia requests twelve for Bella: Holidays for over 55's/Bella: Sustainable
travel/Forbes: Best hotels in 2024 list for Forbes/PA Media: Blue sea and sky holidays for
2024/Prima: Two centre holidays in one destination/The Sunday Post: Luxury travel &
bucket list journeys/The Sunday Post: News - hot spots and unique destinations/Travel
10.A.a
Packet Pg. 198 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
25
Bulletin: Luxury holidays/Travel Bulletin: Sustainable travel/TTG: Hotels, resorts &
spas/TTG: USA & Canada news/Wanderlust Magazine: The USA's museum exhibitions
worth travelling for in 2024.
• Additionally, the team met with four (4) media this month to discuss Florida’s Paradise Coast
story ideas and media visit opportunities.
Social Media Highlights – Facebook: Number of posts: 13/ Impressions: 2.6k
PR Coverage:
DATE PUBLICATION MEDIA TYPE JOURNALIST HEADLINE REACH EAV* ($)
04.01.24 Irish Daily Star Print Rohan Smyth It's 2024 heaven 184,000 $1,872
10.01.24 Chiswick Herald Online Katie Saunders 24 reasons to travel in 2024 17,350 $440
10.01.24 The Borough of
Hounslow Herald Online Katie Saunders 24 reasons to travel in 2024 40,398 $1,024
10.01.24 Viestra Magazine Online Katie Saunders 24 reasons to travel in 2024 18,900 $479
26.01.24 The Telegraph Online Chris Leadbeater
Ignore the naysayers- I've been
to 37 US states, and I can't wait
to see all 50
5,708,333 $14,385
Total 5,968,981 $18,200
*EAV means Equivalent Ad Value and is a standard used to evaluate the value of earned media
placements (Earned Media is a placement achieved through PR efforts while Paid Media is an ad
that is paid for and placed in a publication through advertising)
10.A.a
Packet Pg. 199 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
26
INTERNATIONAL REPS
GERMANY REPS – DIAMONDE Activities
Jan 1 – 31, 2024
Achievements
• Participation with brochure distribution at B2C travel shows in Magdeburg (“Tourisma &
Caravaning” January 05 – 07) and Dresden (“Reisemesse”, January 26 – 28) and confirmation of
inhouse training for Fairflight sales staff on March 18.
• Confirmation of our B2C campaign w. CRD, Florida Keys, Sarasota and Ft. Lauderdale.
• Execution of our B2C/B2B luxury campaign with Visit Florida, Feinreisen and Luxusinsider.
• Personal sales call day in Frankfurt at the headquarters of DER Touristik on Jan 25.
• Execution of our 4-pages standalone Paradise Coast advertorial, display banner and social media
post at Swiss luxury travel and lifestyle magazine PRESTIGE Travel.
• Preparation of out attendance at IMM Berlin (media event) on March 4 and ITB 2024 from Mar 5 -7.
• Confirmation of our attendance at Visit USA Media breakfast at ITB on March 6.
• Confirmation of B2C online marketing campaign with TourConsult.
• Confirmation of our printed ad in cooperation with CANUSA for inclusion at German magazine B2C
magazine “GEO” in the edition of March 15.
Sales Activities
• TUI Deutschland GmbH, Frank Trautmann, General Manager Product Management Longhaul
Modular & Round Trips Central Market, Germany
o Followed up with Frank Trautmann of TUI Deutschland GmbH regarding their business
numbers for 2023. Frank reported 1262 pax and 3564 room nights to Naples, Marco Island &
Everglades which is an excellent result for Germany´s largest tour operator. Currently they
are up 30% in date-to-date comparison with the previous year (01/04) and so far they have
737 pax booked for the summer 2024 with 2030 room nights. The average trip duration has
also increased from 2.4 days to 2.8 days.
• Faszination Fernweh, Sandra Kätsch, CEO, Germany
o As per end of December 2023 they registered 889 room nights and the trend looks great,
Germans' desire to travel is unbroken. Their top destinations are Florida Keys, St.
Petersburg, Fort Myers / Fort Lauderdale and Naples and average stay is 2-3 nights for our
region.
• CANUSA TOURISTIK GmbH & Co. KG, Kolja Kassner, Senior Vice President, Germany
o Room nights are FY 2019 = 3.320; FY 2022 = 1.376 and FY 2023 = 2.941. This means that
after a major slump following the pandemic, which we have only seen to this extent in
Florida and still have no real explanation for (presumably the safety needs of primarily
families to be able to enjoy their vacation safely), Florida is once again close to the visitor
numbers of 2019 and we are well above them in terms of revenue, as the average revenue
10.A.a
Packet Pg. 200 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
27
per booking has increased by around 40%. Naples continues to be one of our top 3
destinations in Florida, well behind Miami as the most important gateway and only slightly
behind St. Pete/Clearwater.
• America Unlimited GmbH, Timo Kohlenberg, Owner, Germany
o Room night reports: 2019: 840 room nights (sales volume: USD 230k) - 2022: 910 room
nights (sales volume: USD 280k) - 2023: 1,200 room nights (sales volume: USD 400k.
Previously booked for 2024: 900 room nights (sales volume: USD 320k)
• CRD Touristik, Pia Hambrock, Head of Product & Operations, Germany
o They have reached with 470 room nights, 85% of their 2019 room nights FY 23
• CANUSA TOURISTIK GmbH & Co. KG, Karin Buhse, Product Manager FL, Germany
o Supported Karin to set-up her site visit in Naples on Feb. 8.
• DER Touristik GmbH, Katja Wagner, Product Manager & Team Leader Hotels USA, Germany
o Finalized Katja´s site visit itinerary including 14 confirmed hotel site visits plus sunset cruise
with Double Sunshine. Annette Eckhardt of the German rep. office will be escorting her
during her stay.
• TourConsult International, Andreas Fraissl, Owner, Germany
o Held a conference call with Andreas of specialist tour operator TourConsult in regards new
marketing opportunities for Paradise Coast. To further push business to Paradise Coast and
to increase the awareness for the destination, Andreas offered us a small package for online
marketing which includes product extension including a new standalone Paradise Coast
travel package (8-10 nights, summer season) focusing on outdoor/eco experiences.
• DER Touristik GmbH, Christina Forster, Product Manager Fly Drive & Rail Packages, Germany
o For car trips, we have 540 room nights for Naples in 2023. For 2024, the trend for Florida car
trips is looking very good now (+80%).
• DER Touristik GmbH, Carmen Dreymann, Product Manager KUONI North America, Caribbean,
Germany
o Met Carmen on January 23 to discuss marketing opportunities and business development.
Paradise Coast is very well placed on 8 pages In their catalog that includes new features on
Capri Inn and Inn of 5th Avenue.
Media, PR, and Communications
• Schweizer Fachmedien Gmbh , Urs Hübscher, Editor in Chief , Schweiz
o Launch of our B2C campaign with Swiss high-gloss magazine PRESTIGE Travel. Our newly
designed display banner is online since Jan 9.
• Euro Klassik GmbH , Manuel del la Rosa, Senior Key Account
o Special week "Dreamy destinations". Held a conference call with Manuel de la Rosa of
German radio network "Klassik Radio". They are planning a special week edition for a
“dreamy destination“ and are looking for interested cooperation partners. 2.8 million
guaranteed listeners within the week.
10.A.a
Packet Pg. 201 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
28
• We sent out a dedicated newsletter on NAP no
additional cost on Jan. 25. We proud ourselves with
an audience of over 2,492 B2B/B2C contacts in the
German speaking marketplace, as well as an above-
average opening rate of 29.4%. To review the full
outline of the newsletter, please click here.
• As part of our campaign with Visit Florida and
Feinreisen our ad was published at the Luxusinsider
newsletter of January 22, 2024 (right)
Social Media
• Facebook posts
o Top Right: series of 5 posts 16,300 follower on Germany
Paradise Coast site
o Series of 6 posts on the B2B German Facebook page
Events
• Assembly Meeting Visit USA Committee Switzerland, Jan 22- virtual
meeting of 38 individuals
• Vakantiebeurs, Utrecht (Netherlands), January 11-14 – attended and
distributed materials
Future Events
• ITB 2024
o We have started to schedule the appointments for the world-wide leading travel show
ITB 2024 which will take place from March 5-7 in Germanys capital Berlin. So far, we have
15 appointments confirmed with our leading trade and media partners.
10.A.a
Packet Pg. 202 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
29
PARADISE COAST SPORTS COMPLEX
Marissa Baker – Sports Complex Manager
January 1- 31, 2024
PCSC General
• Sports Facilities reporting Q1 Financials for Paradise Coast Sports Complex with a revenue of
$960,735 for the quarter ($325,422 over budget).
• As part of the Q1 reporting, December has the highest gross revenue for a single month at $423,
645 ($295,082 over budget).
• The month of January: Soccer Skills Camps, Paradise Cup Soccer tournament, Rise Flag Football,
Alligator Alley Lacrosse, the Active Net Conference with the Parks Division, and numerous local
programming groups such as Collier County Public Schools, Seacrest, Naples United, Azzurri
storm utilizing the facility Monday – Thursday!
• Events in February: Legends Concert series, Peak Performance Soccer Camp, Super Bowl
viewing, Weston Cup Soccer Tournament, Southwest Florida Shootout, Winter Classic Lacrosse
with Local Programming continuing to use the facility Monday – Thursday and weekends as
available!
PCSC Financials – Q1 – October – December 2023
10.A.a
Packet Pg. 203 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
30
PCSC Marketing Strategy – FY 24 Goals
• Mix of paid marketing strategies and community involvement.
• Paid local marketing to drive revenue for The Cove, Factory, Custom Threads and Events.
• Attendance at major sporting conventions to enhance our presence on a national scale and
build a ‘waiting list’ of event organizers and develop prospects for the future diamond fields.
• Creation of a “Sports Tourist” guide to Collier County featuring access to local attractions,
beaches, and excursions.
• Engage with commerce groups to encourage B2B sales, host events and leverage PCSC as a
stimulus revenue driver for the local business community.
PCSC Maintenance
The two most requested amenities at the Paradise Coast Sports Complex continue to be a playground
and additional shade.
• Playground – Agreement with GWL that states the organization will match Collier County in up
to $200,000 to build an amenity.
• Shade – More shade is coming in phase 3 – field 9 with a pavilion structure covering the field.
We have some projects that are in process:
• FPL Sports Lighting – Sand Volleyball courts in process
• Facility Restrooms – Flooring
- Restroom floors, paint is coming up; redo floors in restrooms to sealed concrete
• Bird Management
- Creating maintenance issues for the staff
- Going to go through RFP process
• Gate
- Install cattle gate on N side of complex to help with traffic control during events and closing
the facility in the evenings.
10.A.a
Packet Pg. 204 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
31
10.A.a
Packet Pg. 205 Attachment: TDC Staff reports Mar 19, 2024 (28226 : Tourism Staff Reports)
03/19/2024
COLLIER COUNTY
Collier County Tourist Development Council
Item Number: 12.A
Doc ID: 28216
Item Summary: Next Meeting Date - April 16, 2024
Meeting Date: 03/19/2024
Prepared by:
Title: Administrative Assistant – Tourism
Name: Jennifer Leslie
03/04/2024 11:38 AM
Submitted by:
Title: – Tourism
Name: John Melleky
03/04/2024 11:38 AM
Approved By:
Review:
Tourism Jennifer Leslie Tourism Division Completed 03/04/2024 11:38 AM
Tourism Sandra Rios Tourism Review Completed 03/04/2024 11:41 AM
County Manager's Office Geoffrey Willig CMO Analyst Completed 03/04/2024 3:18 PM
Tourism John Melleky Tourism Review Completed 03/06/2024 4:34 PM
Office of Management and Budget Christopher Johnson OMB Completed 03/11/2024 9:34 AM
County Attorney's Office Colleen Greene Attorney Review Completed 03/13/2024 1:08 PM
Tourist Development Council Paul Beirnes Meeting Pending 03/19/2024 9:00 AM
12.A
Packet Pg. 206