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Agenda 04/23/2024 Item #11B (Expenditures through exemption competitive process to Visit Florida for membership fees and destination marketing programs)04/23/2024 EXECUTIVE SUMMARY Recommendation to approve and authorize expenditures through an exemption from the competitive process to Visit Florida for membership fees and destination marketing programs up to $150,000, from April 2024 through September 2025, and to make a finding that these expenditures promote tourism. OBJECTIVE: To obtain destination marketing services to promote Collier County as a preferred destination for group meetings, social events, sports activities, and vacations and bring more visitors which will increase the spending in Collier County. CONSIDERATIONS: Visit Florida is the official destination marketing organization for the State of Florida. Visit Florida is a not-for-profit public-private partnership created by the Florida Legislature in 1996 serving as the State's official source for travel planning. As such, Visit Florida adheres to stringent guidelines for the proper stewardship of both public and private funding. They provide marketing programs, grants, co-op advertising, and trade show registrations at a reduced cost to their partners. Collier County has been a member of Visit Florida for over 20 years and has ongoing opportunities to participate in these exclusive marketing opportunities with Visit Florida. Visit Florida provides savings to its partners by facilitating participation in domestic and international travel trade and consumer shows, and by offering co-operative marketing campaigns, which are created, planned, and media placements are negotiated by Visit Florida. As the Tourism Division faces the challenge of increasing costs on all fronts, it becomes much more efficient and fiscally conservative to identify ways to mitigate and manage these costs by partnering with Visit Florida on shared efforts where possible. In the coming year and a half, it is anticipated that such fiscal constraint and co -op efforts will result in an increased expenditure with Visit Florida. County staff is requesting that the Board approve expenditures, not to exceed $150,000 for the period between March 2024 and September 2025 to accommodate our annual membership dues and ongoing participation in the marketing opportunities afforded us. These opportunities will include but are not limited to: domestic and international trade show participation, co-op advertising opportunities both domestic and international to include paid advertising, social media, digital media and outdoor advertising, and brochure distribution, tourism industry educational conferences, and membership fees. On February 28, 2023 (Agenda item 11.F), the Board approved a request to increase the Exemption from the Competitive Process not to exceed $150,000 for one year, which expired on February 28, 2024. Under the Board approved Exemption period, the County has spent $56,028.39 as of February 9, 2024. The expenditures in Fiscal Year 2019, which were not affected by Covid-19 pandemic and Hurricane Ian, were approximately $102,000. The current request is for expenditures not to exceed $150,000 for the period between April 23, 2024, and September 30, 2025, which is for one year and a half. The reason for the extended time request is to better align the Exemption timeline to coincide with the County fiscal year end. In accordance with section Eight, subsection 1, 2, & 4, of the Collier County Procurement Ordinance 2017 -08, as amended, provides that purchases from Government Agency/Non-Profit, Registration/Dues/ Training, and Advertisements, are eligible for exemption from the competitive process based upon the lack of available competition and a determination that such an exemption is in the best interest of the County. The approved exemption form is attached. Staff requests that the Board approves these expenditures for dues, registrations, and advertising from Visit Florida as an exemption under the Procurement Ordinance. FISCAL IMPACT: Funding in the amount of $150,000 for Visit Florida expenditures is included in the FY24 Tourism Division budget within the Tourist Development Tax supported Tourism Promotion Fund (1101). Funding for the FY25 remainder will be included in the annual Tourism Division marketing budget request. 11.B Packet Pg. 153 04/23/2024 GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan with this Executive Summary. ADVISORY BOARD RECOMMENDATION: This item was approved unanimously by the Tourist Development Council on February 20, 2024 with a vote of 7-0. LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote for approval. - CMG RECOMMENDATION: To approve and authorize expenditures through an exemption from the competitive process to Visit Florida for membership fees and destination marketing programs up to $150,000, from April 2024 through September 2025, and to make a finding that these expenditures promote tourism. Prepared by: John Melleky, Art and Culture Manager, Naples, Marco Island, Everglades CVB ATTACHMENT(S) 1. Visit Florida Waiver -through 2025 (PDF) 2. BCC Visit FL PO Pcard report 04.01.2024 (PDF) 3. Visit Florida Presentation (PDF) 11.B Packet Pg. 154 04/23/2024 COLLIER COUNTY Board of County Commissioners Item Number: 11.B Doc ID: 28340 Item Summary: Recommendation to approve and authorize expenditures through an exemption from the competitive process to Visit Florida for membership fees and destination marketing programs up to $150,000, from April 2024 through September 2025, and to make a finding that these expenditures promote tourism. (Jay Tusa, Director, Tourism) Meeting Date: 04/23/2024 Prepared by: Title: Administrative Assistant – Tourism Name: Jennifer Leslie 03/29/2024 8:58 AM Submitted by: Title: – Tourism Name: John Melleky 03/29/2024 8:58 AM Approved By: Review: Tourism Sandra Rios Tourism Review Completed 03/29/2024 1:15 PM Corporate Compliance and Continuous Improvement Megan Gaillard Additional Reviewer Completed 04/05/2024 11:40 AM Tourism John Melleky Tourism Review Completed 04/08/2024 11:41 AM County Attorney's Office Jeffrey A. Klatzkow Level 3 County Attorney's Office Review Completed 04/09/2024 8:22 AM Office of Management and Budget Debra Windsor Level 3 OMB Gatekeeper Review Completed 04/09/2024 10:49 AM County Attorney's Office Colleen Greene Level 2 Attorney Review Completed 04/09/2024 1:17 PM Tourism Jay Tusa Director Review Completed 04/09/2024 4:43 PM Office of Management and Budget Christopher Johnson OMB Reviewer Completed 04/15/2024 3:43 PM County Manager's Office Dan Rodriguez Level 4 County Manager Review Completed 04/15/2024 3:55 PM Board of County Commissioners Geoffrey Willig Meeting Pending 04/23/2024 9:00 AM 11.B Packet Pg. 155 EXEMPTION FROM COMPETITVE PROCESS FORM Page 1 of 2 Revised :ĂŶƵĂƌǇϮ02ϰ EXEMPTION FROM COMPETITIVE PROCESS FORM /ŶƐƚƌƵĐƟŽŶƐ:dŚĞ ĨŽůůŽǁŝŶŐ ƉƌŽĐƵƌĞŵĞŶƚ ĐĂƚĞŐŽƌŝĞƐ ŵĂǇ ďĞ ĞůŝŐŝďůĞ ĨŽƌ ĞǆĞŵƉƟŽŶ ĨƌŽŵ ƚŚĞ ĐŽŵƉĞƟƟǀĞ ƉƌŽĐĞƐƐ ƉĞƌ Procurement Ordinance 17-Ϭϴ͕ ĂƐ ĂŵĞŶĚĞĚ͕ ^ĞĐƟŽŶ ŝŐŚƚ͕ ǆĞŵƉƟŽŶƐ ƚŽ ƚŚĞ ŽŵƉĞƟƟǀĞ WƌŽĐĞƐƐ͖ ďĂƐĞĚ ƵƉŽŶ ƚŚĞ ĚĞƚĞƌŵŝŶĂƟŽŶ ŽĨ ƚŚĞ ŽƵŶƚǇ DĂŶĂŐĞƌ Žƌ ĚĞƐŝŐŶĞĞ ƚŚĂƚ ĂƉƉƌŽǀĂů ŽĨ ƐƵĐŚ ĂŶ ĞǆĞŵƉƟŽŶ ŝƐ ŝŶ ƚŚĞ ďĞƐƚ ŝŶƚĞƌĞƐƚ ŽĨ ƚŚĞ ŽƵŶƚǇ͘ WƵƌĐŚĂƐĞƐ ŐƌĞĂƚĞƌ ƚŚĂŶ ΨϱϬ͕ϬϬϬ ǁŝůů ƌĞƋƵŝƌĞ ĮŶĂů ĂƉƉƌŽǀĂů ďǇ ƚŚĞ ŽĂƌĚ ŽĨ ŽƵŶƚǇ ŽŵŵŝƐƐŝŽŶĞƌƐ͘ Complete all ƐĞĐƟŽŶƐ ŽĨ ƚŚŝƐ ĨŽƌŵ ƉƌŝŽƌ ƚŽ ƐƵďŵŝƫŶŐ ŝƚ ƚŽ WƌŽĐƵƌĞŵĞŶƚ. Any quotes and/or ĚŽĐƵŵĞŶƚĂƟŽŶ ƐƵďŵŝƩĞĚ ŵƵƐƚ ďĞ ĚĂƚĞĚ ǁŝƚŚŝŶ ƚŚĞ ůĂƐƚ ƚŚŝƌƚǇ ;ϯϬͿ ĚĂǇƐ͘ /Ĩ ĂƉƉůŝĐĂďůĞ͕ ƐƵďŵŝƚ ǁŝƚŚ ƚŚĞ ĨŽƌŵ ĂƐƐŽĐŝĂƚĞĚ termƐ ĂŶĚ ĐŽŶĚŝƟŽŶƐŽƌĂŐƌĞĞŵĞŶƚƐ͘ 1. Government Agency/Non-WƌŽĮƚ 2.ZĞŐŝƐƚƌĂƟŽŶͬƵĞƐͬdƌĂŝŶŝŶŐ 3.^ƵďƐĐƌŝƉƟŽŶƐͬWĞƌŝŽĚŝĐĂůƐͬWƌŝŶƚĞĚDĂƚĞƌŝĂůƐ 4.ĚǀĞƌƟƐĞŵĞŶƚƐ 5.hƟůŝƚǇ^ĞƌǀŝĐĞƐ– subject to government control 6.ĚƵĐĂƟŽŶͬĐĂĚĞŵŝĐPrograms/Trainers/Speakers 7. Legal Services 8.WƵƌĐŚĂƐĞƐƌĞƋƵŝƌĞĚďǇŐƌĂŶƚƐͬŐŝŌƐ ϵ͘ ŽŵƉĂƟďŝůŝƚǇͬProprietary with current systems 10.^ŚŽƉĞƐƟŵĂƚĞƐŽŶĚŝƐĂƐƐĞŵďůĞĚĞƋƵŝƉŵĞŶƚ 11. Personnel/Recruitment Services 12. Works of art for public display 13.ŝƌĞĐƚWƵƌĐŚases 14. Financial Instruments 15. Entertainment Services for County Sponsored Events 16. Management Studies as directed by the County Manager ϭϳ͘ ZĞƐŽůƵƟŽŶͬŝƌĞĐƟŽŶ;ŝŶĐůƵĚĞƌĞƐŽůƵƟŽŶŶƵŵďĞƌ ĂŶĚĂƉƉƌŽǀĂůĚĂƚĞͿ SECTION ONE Requester:ŝǀŝƐŝŽŶ͗ Requested Item;ƐͿ/Service;ƐͿ:Vendor Name: SECTION TWO Historical Countywide Expenditure: Requested Not to Exceed Expenditure Per FY: ZĞƋƵĞƐƚĞĚĂƚĞZĂŶŐĞ͗ ƵĚŐĞƚ&z͗ One Time Purchase DƵůƟƉůĞWƵƌĐŚĂƐĞƐ SECTION THREE Quote/Proposal: Yes No /ĨǇĞƐ͕ĂƩĂĐŚ͘ ŐƌĞĞŵĞŶƚͬdĞƌŵƐΘŽŶĚŝƟŽŶƐ͗ zĞƐ EŽ /ĨǇĞƐ͕ĂƩĂĐŚ͘ SECTION FOUR Detailed ĞƐĐƌŝƉƟŽŶŽĨWƵƌĐŚĂƐĞ. ✔ ✔ ✔ Lisa Chamberlain Tourism Dues, Registrations, Advertising, PR Visit Florida $ 53,028 $ 150,000 03/01/2024-9/30/2025 FY24-FY25 Visit Florida is the official destination marketing organization for the State of Florida. They provide marketing programs, grants, co-op advertising and trade show registrations at a reduced cost to their partners. Collier County has been a member of Visit Florida for over 20 years and as such has ongoing opportunities to participate in these exclusive marketing opportunities with Visit Florida. Visit Florida provides savings to its partners by facilitating participation in domestic and international travel trade and consumer shows, and by offering co- operative marketing campaigns which are created, planned and media placements are negotiated by Visit Florida. The annual membership provides exclusive access and discounted pricing to marketing opportunities which include but are not limited to domestic and international trade show participation, co-op advertising opportunities both domestic and international to include paid advertising, social media, digital media and outdoor advertising, and brochure distribution, tourism industry educational conferences, etc. 11.B.a Packet Pg. 156 Attachment: Visit Florida Waiver -through 2025 (28340 : Visit Florida Exemption Authorization) EXEMPTION FROM COMPETITVE PROCESS FORM Page 2 of 2 Revised :ĂŶƵĂƌǇ202ϰ Detailed Public WƵƌƉŽƐĞ. Include why this purchase is ĞƐƐĞŶƟĂůƚŽŽƵŶƚǇŽƉĞƌĂƟŽŶƐ͘ SECTION FIVE /ŶĨŽƌŵĂƟŽŶdĞĐŚŶŽůŽŐǇ͘^ĞůĞĐƚzĞƐŝĨƚŚĞƉƌŽĚƵĐƚƐͬƐĞƌǀŝĐĞƐĂƌĞƌĞůĂƚĞĚƚŽ/ŶĨŽƌŵĂƟŽŶdĞĐŚŶŽůŽŐǇ͘/ĨǇĞƐ͕ƉƌŽǀŝĚĞƚŚĞ WƵƌĐŚĂƐŝŶŐŽŵƉůŝĂŶĐĞŽĚĞ;WͿŶƵŵďĞƌŽƌĞŵĂŝůĂƉƉƌŽǀĂůĚŽĐƵŵĞŶƚĂƟŽŶ͘ Yes No If yes, provide the PCC number: SECTION SIX Requester: Signature: ŝǀŝƐŝŽŶŝƌĞĐƚŽƌ͗ Signature: ĞƉĂƌƚŵĞŶƚ,ĞĂĚ;ZĞƋƵŝƌĞĚŝĨŽǀĞƌΨϱϬ͕ϬϬϬͿ͗Signature: Procurement ŝƌĞĐƚŽƌ;ΨϱϬ͕ϬϬϬĂŶĚƵŶĚĞƌͿ: Signature: WƌŽĐƵƌĞŵĞŶƚŝƌĞĐƚŽƌ;KǀĞƌΨϱϬ͕ϬϬϬĐŽŶƟŶŐĞŶƚŽŶ ŽĂƌĚĂƉƉƌŽǀĂůͿ͗ Signature: WƌŽĐƵƌĞŵĞŶƚhƐĞKŶůǇ ApprovĞĚ&Žƌ: ƉƉƌŽǀĞĚďǇŽĂƌĚ͗ Contract #: ^ƚĂƌƚĂƚĞĂƚĞ Contract Not Applicable ŶĚĂƚĞ Agenda # ǆĞŵƉƟŽŶη͗ It is necessary to provide Visit Florida the exemption because they are the official destination marketing organization for the State of Florida. There is no other entity in Florida that offers such wide range of marketing services and media buying power. It is in the County’s best interest to waive the competitive process. The overall purpose of these expenditures is to promote Collier County as the preferred destination for group meetings, special events, sports activities, and vacations with an overall goal of bringing more visitors and spending to Collier County businesses which brings in more tax revenue. The total expenditures of $53,000 are for the period of the prior exemption between February 28, 2023 through February 9, 2024. However, the spend for Fiscal Year 2019 which was not affected by Covid-19 pandemic and Hurricane Ian, was approximately $102,000. County staff is anticipating to have a similar spend in the upcoming period. Lisa Chamberlain ChamberlainLisa Digitally signed by ChamberlainLisa Date: 2024.02.12 09:47:18 -05'00' John Melleky MellekyJohn Digitally signed by MellekyJohn Date: 2024.02.12 12:27:12 -05'00' Dan Rodriguez Dan Rodriguez Digitally signed by Dan Rodriguez Date: 2024.03.05 08:25:53 -05'00' Sandra Srnka Sandra Srnka Digitally signed by Sandra Srnka Date: 2024.03.20 20:53:23 -04'00' 9/30/25 ✔ 24-092-EX 11.B.a Packet Pg. 157 Attachment: Visit Florida Waiver -through 2025 (28340 : Visit Florida Exemption Authorization) Visit Florida Expenditures Mar 2023- Jan 2024 Post Date Transact Date Amount Item Payment Method VISIT FLORIDA TD 6/6/2023 6/6/2023 1,089.39 (4 )FL welcome centers PO VISIT FLORIDA TD 6/1/2023 6/1/2023 18,500.00 Membership PO 7/4/2023 7/3/2023 5,000.00 German Visit Fl office online reg. for German TUI Campaign P-card 7/4/2023 7/3/2023 2,500.00 German Visit Fl office online reg. for German Coop Campaign P-card 7/21/2023 7/20/2023 2,000.00 German Visit Fl office online reg. for Coop Campaign P-card 8/2/2023 8/3/2023 499.00 Reg. Governors conf.P-card 10/3/2023 10/2/2023 8,395.00 Reg. for IMEX P-card 11/1/2023 10/31/2023 3,295.00 Reg. for FL Huddle P-card 11/17/2023 11/16/2023 3,000.00 NY & Chicgao Sales Mission P-card 11/29/2023 11/28/2023 2,750.00 Reg. FL Encounter P-card 12/14/2023 12/13/2023 6,000.00 Reg. German Roadshow P-card 3/13/2024 3/12/2024 3,000.00 Questex 5 Day Email Course for Travel Agents include one day on our Destination P-card 56,028.39 11.B.b Packet Pg. 158 Attachment: BCC Visit FL PO Pcard report 04.01.2024 (28340 : Visit Florida Exemption Authorization) VISIT FLORIDA 2023 RECAP 11.B.c Packet Pg. 159 Attachment: Visit Florida Presentation (28340 : Visit Florida VISIT FLORIDA|Overview 2 •State’s agency on Tourism for Florida •Provides its members co-operative opportunities in advertising, trade shows, and international tourist exposure •Provides research and marketing data •These programs are a cost effective way to garner exposure at a fraction of the cost 11.B.c Packet Pg. 160 Attachment: Visit Florida Presentation (28340 : Visit Florida ADVERTISING| Visitor Guide 3 •Produces an annual visitor guide that includes all the destinations in Florida •We provide content and photos •Available at all rest stops and visitor centers throughout the state 11.B.c Packet Pg. 161 Attachment: Visit Florida Presentation (28340 : Visit Florida ADVERTISING| Co-op Ads 4 •Portions of ads paid by various locations •Cost effective for ad purchases •Allows our destination to be included in more expensive advertising 11.B.c Packet Pg. 162 Attachment: Visit Florida Presentation (28340 : Visit Florida ADVERTISING| Recovery Campaign 5 •Assisted us with a digital campaign that was geared towards our recovery after Hurricane Ian •A valuable resource for us as a partner 11.B.c Packet Pg. 163 Attachment: Visit Florida Presentation (28340 : Visit Florida ADVERTISING| Chicago Market 6 •Our partnership allows us to augment our advertising campaigns •Co-op advertising is a cost- effective way to garner exposure at a fraction of the cost •This ad was run as part of Visit Florida’s Chicago magazine Co-op ad campaign 11.B.c Packet Pg. 164 Attachment: Visit Florida Presentation (28340 : Visit Florida TRADE SHOWS| Booth Co-op 7 •Booth space shared for various travel shows, including international and domestic sales missions •Tradeshows for meetings and global trade partner (managed by our international reps ) •Florida-specific tradeshows and familiarization trips for journalists 11.B.c Packet Pg. 165 Attachment: Visit Florida Presentation (28340 : Visit Florida THANK YOU 8 11.B.c Packet Pg. 166 Attachment: Visit Florida Presentation (28340 : Visit Florida