Agenda 09/24/2024 Item #11E (Third Extension and Amendment to the Sponsorship Agreement between Collier County and Spirit Promotions for the 2026-2032 U.S. Open Pickleball Championships)9/24/2024
Item # 11.E.
ID#: 2024-1058
Executive Summary
Recommendation to approve the Third Extension and Amendment to the Sponsorship Agreement between Collier
County and Spirit Promotions for the 2026-2032 U.S. Open Pickleball Championships for a total of $1,050,000, approve
the expenditure of up to $1,000,000 for capital improvements at ENCP, approve an allocation of up to $40,000 for an
infrastructure project study, for a total of $2,090,000, authorize the Chairman to sign the attached Agreement, approve
any necessary Budget Amendments, and make a finding that the related expenditure promotes tourism.
OBJECTIVE: Recommend approval of the Third Extension and Amendment of the Sponsorship Agreement with Spirit
Promotions for the years of 2026 - 2032.
CONSIDERATIONS: Collier County entered into the Sponsorship Agreement with Spirit Promotions on February 12,
2019 (Agenda item 16.F.2). The Agreement included the U.S. Open Pickleball Championships for years 2019 to 2021
(Agenda item 16.F.4). On October 22, 2019, the Parties entered into the first Extension and Amendment of the
Sponsorship Agreement which extended the sponsorship through the U.S. Open Pickleball Championships in 2024. On
January 9, 2024, the Parties entered into a second extension for one year though the 2025 U.S. Open Pickleball
Championships (Agenda item 16.F.10). Pickleball is a fast-growing sport in Collier County, and the U.S. Open
Pickleball Championships have been the primary factor in that growth. This event promises to continue to bring a record
number of participants and fans to Collier County in April for the next five years.
The 2024 U.S. Open event was once again the marquee tournament in the Pickleball market. The 2024 tournament
attracted 3,250 players from all 50 states and 31 countries. Over 50,000 spectators came out worldwide to watch
Pickleball’s best play for the right to be called U.S. Open Pickleball Champions. The events were Live Streamed on
CBS Sports Network, Pickleball Channel and Pickleball TV platforms. The total audience reach of the three broadcast
platforms was 14.74 million people and a total broadcast value of $515,000.
In addition to paying a Sponsorship fee, Collier County will assist Spirit Promotions in hosting the event. This assistance
includes:
• year-round promotion of the event on the Sports Tourism website, Facebook, and Twitter channels.
• providing PR and media assistance to promote the Championships.
• assisting with permitting and hotel partnerships.
Spirit Promotions has devised a long-term strategy for the event for a sponsorship agreement for seven (7) years. This
includes a declining scale of payments to Spirit Promotions as follows: $300,000 in 2026; $250,000 in 2027; $200,000
in 2028; $150,000 in 2029; $100,000 in 2030; and $50,000 in 2031.
The agreement provides for the construction of a new championship court with waterproof canopy that would be located
immediately adjacent to the current championship court, along with the installation of a new sound system distributed
through East Naples Community Park. With an estimate of $2,000,000 for the project by Spirit Promotions, they will
commit an amount of up to $1,000,000 toward the cost of capital improvements and the remaining not to exceed
$1,000,000 will come from Collier County. Tourist development taxes are proposed to finance this expense. For any
capital improvement, the parties are required to follow the provisions of Section 125.0104(5)(a)6., Florida Tourist
Development Tax Statute. Therefore, an independent analysis, performed at the expense of the Tourist Development
Council (TDC), will be conducted to determine the positive impact of the infrastructure project on tourist-related
businesses in the County. The cost of the study shall not exceed $40,000 without additional TDC and BCC approval.
ADVISORY COMMITTEE RECOMMENDATION: This item was presented to the Tourist Development Council at
its meeting on August 20, 2024 and was approved unanimously.
FISCAL IMPACT: Funding for the impact study of up to $40,000 will be allocated in the annual Tourist Division
budget for Sports Marketing from the TDC Promotional Fund (1101) for FY 2025. The funding for the sponsorship
funds declining from $300,000 in FY 25 will be included in the annual Tourism Division budget for sports marketing
within TDC Promotional Fund (1101) in the fiscal years as outlined in the contract (total expenditure is $1,050,000). A
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budget amendment will be required to allocate up to $1,000,000 for the capital infrastructure improvements at ENCP
within TDC Capital Fund (1108). The allocation for the infrastructure will be based on the results of the study and
timeline of the project and is estimated to start in FY 2026. The total fiscal impact is $2,090,000.
GROWTH MANAGEMENT IMPACT: There is no growth management impact associated with this action.
LEGAL CONSIDERATIONS: The Agreement requests Board authorization for tourist development tax expenditures
of up to $1 million for a "public facility," defined as a major capital improvement, which requires a super majority vote
of the Board pursuant to Section 125.0104(5)(1)6, Fla. Stat. The proposed capital improvement is a waterproof canopy
which cost will be shared with Spirit Promotions as a not to exceed amount of $1 million per party. This item is
approved as to form and legality and requires a super majority vote for approval. - CMG
RECOMMENDATIONS: Recommendation to approve the Third Extension and Amendment to the Sponsorship
Agreement between Collier County and Spirit Promotions for the 2026-2032 U.S. Open Pickleball Championships for a
total of $1,050,000, approve the expenditure of up to $1,000,000 for capital improvements at ENCP, approve an
allocation of up to $40,000 for an infrastructure project study, for a total of $2,090,000, authorize the Chairman to sign
the attached Agreement, approve any necessary budget amendments, and make a finding that the related expenditure
promotes tourism.
PREPARED BY: John Melleky, Arts and Culture Manager, Tourism, Sandra Rios, PR and Communications Manager,
Tourism
ATTACHMENTS:
1. THIRD EXTENSION AND AMENDMENT Signed MD
2. Original contract and first ex
3. FINAL Second Extension and Amendment - Spirit Promotions
4. Spirit Promo Pickelball 2020 thru 2024
5. US Pickle Ball Open _ 2024 Presentation
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SECOND EXTENSION AND AMENDMENT OF
SPONSORSHIP AGREEMENT BETWEEN
COLLIER COUNTY AND SPIRIT PROMOTIONS
THIS SECOND EXTENSION and AMENDMENT is made and entered into this 9th day
of January, 2024, by and between Collier County, a political subdivision of the State of Florida
County"), and Spirit Promotions, LLC, a Foreign Limited Liability Company ("Spirit
Promotions")authorized to do business in Florida.
RECITALS:
WHEREAS, the Parties entered into a Sponsorship Agreement dated February 12, 2019, a
copy of which is attached to this Agreement, wherein Spirit Promotions agreed to promote, market
and present the 2019 through 2021 U.S. Open Pickleball Championships, to take place at Collier
County's East Naples Community Park in April of each year; and
WHEREAS, the Parties entered into an Extension and Amendment of the Agreement on
October 22, 2019, which extended the Agreement through the 2024 U.S. Open Pickleball
Championships; and
WHEREAS, the Parties wish to extend the Agreement for an additional year.
WITNESSETH:
NOW, THEREFORE, in consideration of the promises and covenants contained herein,
and other good and valuable consideration exchanged amongst the parties, the parties agree as
follows:
1. All of the above RECITALS are true and correct and are hereby expressly
incorporated herein by reference as if set forth fully below.
2. The Term of the Sponsorship Agreement is hereby extended for an additional one-
year term. Accordingly, at its sole cost and expense, except as amended below Spirit Promotions
will promote, market and present the 2025 U.S.Open Pickleball Championships on the same terms
and conditions as those currently set forth in the Sponsorship Agreement, as amended. There is no
right to renew by either party.
3. The annual Sponsorship Fee for 2025 will be Three Hundred Forty-Five Thousand
Dollars ($345,000.00).
4. Except as set forth above, all other terms and conditions of the Sponsorship
Agreement, as amended, continue in full force and effect.
IN WITNESS WHEREOF, Collier County and Spirit Promotions have respectively, by an
authorized person or agent, hereunder set their hands and seals on the date and year first above
written.
Words Underlined are added; Words 8404—Through are deleted.
Page 1 of 2 GAO
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2,, BOARD OF COUNTY COMMISSIONERS
CR Y StAlr.X.1 N A Fl,Olitk COLLIE .1, NTY, .LORIDA
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Attest et•P•,P7airmarr': •.;e 1 C I ,$10 Chris I Jail, Chaim,n
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Approved as to form an. egality: SPIRIT PROMOTIONS, J,I,C
WI By:1(-`,,
LC leen M. Greene Michael Dee, Manager
Managing County Attorney
Words lirlderlined are added; Words Strook-Through are deleted.
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EXTENSIO){ AND Alltt:NDl\IENT OF
SPONSORSHIP A(; IIEEM EN'I' IIETWEEN
COI,I-IER COTIN'I'}' A:{D SPIRI'I' PROMoTIoNS
lt{lS EX ll-.NSlON and AMENDMIjN'l'A(iRt'.l1MENT is madc and enteretl into thisd}n
dal' olOctObtr. 2019. by'and bctucen (bllier Countl', a political subdivision of thc Statc oI
Fkrrida ("County"'). and Spirit Promotions. LL('. a l;orcign Limired Liabilitl'Compan1, l"Spirit
Promolions") authorized to do business in Irlorida.
IIECIT..\LS:
WHIIR[-.AS. the parties entcrcd into a Sponsorship Agreemcnl datcd Februarl' 12. 2019. a
copl ol'rvhich is attached to this Agrccmcnt. rvhcrein Spirit Promotions agrecd to promote. market
and present the 2019 through 2021 LJ.S. Open Pickleball Charnpionships. lo take place ar Collier
(lounty's lJasl Naples Communitl' Park in April ol'each 1'ear: and
WlltjRI:AS. both parties u'ish to extend and anrcnd the Sponsorship Agrecmcnt on the
lenns and conditions set lbrth below: and
WH['.RI'.AS. u'ith the recommendation of thc -l'ourist l)evelopmenl Council. thc Collic'r
(iountl' Board ol' Countl'' Contntissiorrcrs has revierved and approvcd this cxtsnsion and
amcndment ol'the Sgrnsorship Agreenrcnt and spccil'icalll linds that doing so promotcs tourism.
NOW. TIIEREFORE. in considcration ol'the promises and covcnants contained herein.
and other good and valuablc consideration exchanged amongst the partics. thc parties agree as
follou's:
l. All of thc above RECII'ALS are true and corrcct and are herebl' expressly
incorporated herein by refcrcncc as if sct forth l'ull.l' below.
2. l'he Term of thc Sponsorship .,\greement is herebl' extendcd lbr an additional live
1'cars. Accordingll'. at its sole cost and expensc. L-xccpt as amended below Spirit Promolions s'ill
promolc. markct and present the 2020 lhrough 1024 tJ.S. Open Pickleball Championships on rhc
samc tcrms and conditiuns as those currentl)' scl lbrth in thc Sponsorship Agreement tbr rhc 2019
through 2021 U.S. Open Picklcball Championships. There is no right to rcncs'by,either partl'.
3. l'he annual Sponsorship Fec for each of thesc l'ive years u'ill be Three llundrcd
l;orty- F i ve'l'housand Dol lars ( 5345.000.00).
4. The payment schedule provisions of Paragraph 3 ol'the Sponsorship Agreement arc
hcrcby amended as follows:
The First Payment each r-ear shall be 545.000 and shall be paid to Spirit Promorions
u'ithin 45 day's of the County's receipt ol'a Spirit Promotions invoicc rvith uritrcn
notice b1'' Spirit Promotions that it has commenced registration for each year's tJ.S.
Words Underlined are added: Words ti,rruc-li$rosgh are deleted.
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WI'I'NISSETH:
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I'icklcball (lhanrpionships. Such notice s'ill providc documentation cvidencing
that thc cvent has officially opcned. s'hich documcntation maf include proof'of
nrr'dia placemcnt for thc er,cnt such as social media promolion. e-ne$'slettcrs.
digital advcrrising. u'ebsite updatcs. and Pickleball related websiles such as the
Academy' and Pickleball Channcl uc'hsite banncr ads. All markcting. promolion
and advertising must includc thc (lVR logo as provided b1'Collier ('ountl to Spirit
Promotions.
il 'l'he Second Pa1'ment cach vc'ar shall be 5185.000 and shall be paid to Spirit
Promotions rvithin 45 da1's liom the conclusion ol'cach vear's U.S. Opcn Pickleball
Championships and u$rn receipt of a Spirit Promotions invoicc
i{t
eennee+icn-rtith+his++ent'
The Third Pa1'nrent cach r-ear shall be up to $ll5-000 and shall bc paid to Spirit
Pronrotions upon receipt ol'a final invoicc from Spirit Promotions lbllorving each
)'car's tJ.S. Open Pickleball Championships. u'hich invoice shall include thc
Iollorving inlormation:
Prtxrl'that the cvent u'as broadcasted and livc strcamcd as agreed to: and
Docume'ntation ol' attendance/overnight accommodations, stal's and direct
visitors spending b1'cvcnt participants and spectators. Documentation musl
be submitted rvithin 30 davs lblloninq complction of the tournament.
Thc public announcement ol'the final rcsults ol'the U.S. Opcn Picklcball
Championships shall not be relcascd until Spirit Promotions and the CVB
statT havc mct and are in full aqrecmcnt rvith the final results of cvent
attendancc. number ol'participants. direct visitor spendinrt and thc number
of room nights in hotels and other alternatc accommodations as a result ol'
the erent. The result olthcsc results u'ill bc reportcd as a ioint statement
and rcoort liom hoth Spirit Prornotions and the (lVl,|.
l'his linal invoicc shall be submitted to thc County rvithin 60 days lbllou'ing the
last da1'of thc [J.S. Open Pickleball Championships that rvas just hcld. All invoices
are payable in compliance u'ith l'lorida's Prompt Pa-vment Act. The Count)'ma)'
deduct from this final pavment an.r' outstanding fecs oued to Collier Count_r' in
connection rvith this event.
5. Paragraph 3B of thc Sponsorship Agreemenl is hcrcby anrended as follorvs:
Within 30 da1's from thc Countl"s receipt of Spirit Promotions l'inal invoice for cach cvcnl,
the Parties shall mect lo discuss thc next )-ear's event. At this time. the Parties rvill t'urthcr
revieu thc information provided b1' Spirit Promotions as part ol'its tinal invoicc. discuss
thc post event report results. and consider rvhether therc should bc changes to this
Agreenrent or the Sponsorship Fee tbr the next year's event. 'l o be ellbctivc. any changes
must be memorialized by an amendmcnl to this Agreement. 'I'he Countl' Manager is
authorized to extend this time frame on behalf of thc Counr1,.
Words t.nderlined are addcd: Words Sr+se*-Thrc*th are deleted.
Pagc 2 of'3
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o Pungrrph I I oltfic sporcorship Agrcrncrt is amerrhd b5 irx.r,csing rhc oJrion
t',) tcrminsc c(fst lo S3.ls.Om.
7 llxccpring ttrc rhove. all oth*r terrrr rnil condilions of thc Sponsorship Agnrcracnr
crmlinuc in full l'orcc ard clloct
[!( lt'llllllss WHI';RI';OF. Spirit Prumolinrs and Collicr ('ont-v havc rcspcctirdr, b1 an
unhorized person or qrnt. hcret ndcr sct tlrir hsrds and rrals on ttr datc and ttar l'irs ahrrc
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2024 US Open Pickleball Championships
April 13-20, 2024
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Objective
To understand the impact of the
Minto US OPEN Pickleball,
Championships in Collier County
from April 13 -20, 2024 at East
Naples Community Park.
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There was an estimated attendance of
50,000 at the US Open Pickleball
Championships, which is a 22% increase in
attendance from 2023.
There were noticeable increases year-over-
year in the overall share of visitors and
share of overnight trips at the 2024 US
Open Pickleball Championships compared to
the 2023 event.
Nearly all Florida registrants came from
outside Collier and Lee counties, Miami-Ft.
Lauderdale being #1, followed by Tampa St.
Petersburg and Orlando, which includes
Daytona and The Villages.
Key Insights
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4Source: Smith Travel Research; Compared April 13-20, 2024 to April 15-23, 2023
Destination Key Performance Indicators | Event Dates YOY
Occupancy ADR RevPAR
-.17%+18.68%+18.51%
Note: Supply increased by 12.2% YOY,
causing Occupancy to decline.
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Source: Zartico; Dates:compare April 13-20, 2024 to April 15-23, 2023; Filters: Visitors to region (excludes residents); Overnight Trips Only
Visitor Insights
All 50 states were represented
at the event.
The top Visitor Market Areas
aligned with the destination’s
overall visitor source markets.
These included:
1.Miami -Ft. Lauderdale
2.Tampa St. Petersburg
3.Orlando -Daytona Beach
-Melbourne
4.Chicago
5.New York, NY
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31 Countries Represented
●Canada (193)
●United Kingdom (16)
●India (17)
●Brazil (13)
Source: Mike Dee, Pickleball4America US Open Pickleball
Championships
Visitor Insights
Source: Pickleball4America US Open Pickleball Championships
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Year-over-Year Insights
Source: Pickleball4America US Open Pickleball Championships
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Broadcast Insights
Source: Pickleball4America US Open Pickleball Championships
photo from Pickleball Channel broadcast
BROADCAST SUMMARY AND VALUE
●CBS Sports Network $ 154,000
●Pickleball Channel $ 209,000
●Pickleball TV $ 152,900
●TOTAL VALUE $ 515,900
●14.74 million people reached on all 3
platforms
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9
3
Social Media
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●Minto US OPEN Pickleball is attracting more
fans and participants than ever, becoming
increasingly popular each year. Our enhanced
social media efforts have significantly boosted
awareness and expanded our audience.
●This year, we brought our pickleball updates
to LinkedIn, reaching even more people.
●We also focused on short-form videos, a
leading trend in social media, to expand our
reach.
Social Media (Organic) | Summary
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Organic Social | Facebook
11
FY24
FY23
FY22
Total Posts: 7
Impressions: 32,622
Engagement: 564
Total Posts: 6
Total Posts: 9
Impressions: 12,788
Engagement: 582
Impressions: 26,010
Engagement: 451 Top Performing YOY
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FY22
FY23
FY24
Organic Social | Instagram
12
Video Views: 1,817
Total Posts: 7
Impressions: 324K
Engagement: 450
Total Posts: 6
Total Posts: 1
Impressions: 21K
Engagement: 90
Impressions: 977
Engagement: 29
Top Performing YOY Video Views: 0
Video Views: 30,161
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Organic Social | LinkedIn
13
Total Posts: 3
Impressions: 799
Engagement: 98
Video Views: 82
New platform added
in 2024 !
FY24
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Media Coverage
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4
Creative
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24.75 4.7553,869
2024 MINTO US OPEN Pickleball Championships
Program Full Page Ad Page 1862 of 4908
17
24.75 4.7553,869
2024 MINTO US OPEN Pickleball Championships
Broadcast LINK Page 1863 of 4908