Agenda 12/10/2024 Item #11F (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)12/10/2024
Item # 11.F
ID# 2024-1654
Executive Summary
Recommendation to approve and authorize the Chairman through an exemption from the competitive process to execute
expenditures to Visit Florida for membership fees and destination marketing programs up to $82,000 for the period of
October 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. County staff is requesting that the BCC approve expenditures, not to exceed $82,000 for the
period between October 2024 and September 2025 to accommodate our annual membership dues of $18,500
(membership fees based on Annual TDT collections of $20 million and above) and ongoing participation in the
marketing opportunities afforded us through our partnership. These opportunities include but are not limited to:
domestic and international trade show participation, co-op advertising opportunities such as paid advertising, social
media, digital media, outdoor advertising, brochure and our visitor guide distribution, industry specific educational
conferences, and membership fees.
On April 23, 2024 (Agenda item 11. F), the Board requested a review of the request for approval of the Exemption from
the Competitive Process not to exceed $150,000, (which expired on February 28 ,2024), asking for a more detailed
overview of the ROI achieved through the Visit Florida partnership and is found in the presentation materials.
The marketing opportunities provided through our partnership with Visit Florida work in tandem with other strategic
initiatives of the Tourism department. For instance, our international agencies work in tandem with our international
agencies' efforts. The co-op programs from Visit Florida are just one of the many tools our international representatives
leverage to maximize our limited budget. By participating in these co-ops, we can access additional resources and
opportunities that enhance our marketing reach, ultimately driving more visitors to Collier County. For instance, with a
cost of $7,500, the Germany Co-op Marketing Campaign generated $1,314,390 in revenue, and a net revenue of
$1,306,890. The UK Co-op Marketing Campaign, costing $42,750, generated $722,611 in revenue, and a net revenue of
$679,861. Overall, the total campaign cost of $50,250 resulted in a revenue of $2,037,001, and a net revenue of
$1,986,751. With high net revenue, the return on investment well exceeds 100%, showcases the worth of the co-op
costs, and underscores the value and positive financial impact of our partnership with Visit Florida. The Visit Florida
tour operator co-op opportunities are separate and distinct from the international representation contracts.
Beyond the co-op campaigns, additional benefits include cost savings on trade shows, sales missions, and public
relations/media activities. Visit Florida also provided significant assistance to the CVB after Hurricane Ian, supporting
Collier County’s recovery efforts with Canadian and domestic marketing campaigns valued at $225,000.
As part of the review of tourism costs by ResourceX, the initial report suggested supplementing the advertising budget
through state grant programs. The state grant programs for tourism are all run by Visit Florida and consist of these co-
op and cost-sharing programs to minimize the cost to Collier County.
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12/10/2024
Item # 11.F
ID# 2024-1654
In accordance with section Eight, sub-paragraph 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 original approved exemption form
is attached along with the revised form in progress. Staff requests that the Board approves this expenditure for Dues,
Registrations, and advertising from Visit Florida as an exemption under the Procurement Ordinance.
ADVISORY BOARD RECOMMENDATION: This item was approved unanimously by the Tourist Development
Council on February 20, 2024, with a vote of 7-0.
FISCAL IMPACT: Funding for these Visit Florida marketing programs was included in the adopted FY25 Tourism
Division budget in the Tourist Development Tax supported Tourism Promotion Fund (1101).
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan with this Executive
Summary.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote for approval. -
CMG
RECOMMENDATIONS: To approve and authorize the Chairman through an exemption from the competitive process
to execute expenditures to Visit Florida for membership fees and destination marketing programs up to $82,000 from
October 2024 through September 2025, and to make a finding that these expenditures promote tourism.
PREPARED BY: Prepared by: Jay Tusa, Division Director - Tourism, Naples, Marco Island, Everglades CVB
ATTACHMENTS:
1. BCC Nov 12 Visit Florida Partnership Overview
2. Visit Florida Revised Exemption 2024.11
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•Visit Florida, the state's official tourism marketing corporation, serves as Florida's official source
for travel planning for visitors worldwide.
•Partnership provides access to co-operative marketing opportunities, including:
•Inclusion in annual Official Florida Vacation Guide, which is distributed at all of Florida’s Official
Welcome Centers.
•Assistance with recovery messaging and digital campaigns to support the destination after
declared emergencies, as was the case with Hurricane Ian.
-Marketing campaigns and training programs with tour operators such as JetBlue Airlines,
Delta Vacations, British Airways Vacations.
-Cost-saving booth space at trade shows.
-Journalistic opportunities with major travel publications such as Travel + Leisure,
Condé Nast, AFAR and others.
-Free access to industry specific marketing research and data.
-Inclusion in photo and video shoots that promote the destination.
Visit Florida |Overview
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Visit Florida | Co-op Marketing Campaigns -German Tour Operators
3
•Co-op cost $7,500
•Revenue $1,351,390
•ROI 17,918%
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•Co-op cost $42,750
•Revenue $722,611
•ROI 1,590%
Visit Florida |Co-op Marketing Campaigns -UK Tour Operators
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AAA Adventures
2/1/22 - 1/31/23
Cost: $10,000
Media Value: $25,000
Cost Savings: $15,000
Link to report:
https://visitflorida.box.com/s/iab3cmi9rto2d0kbdtwsz7x7ud0xpft7
AAA National Campaign
4/1/23 - 6/30/23
Cost: $5,000
Media Value: $20,000
Cost Savings: $15,000
Link to report:
https://visitflorida.box.com/s/9clzsmvlw9qspzwjnf2iva612bkgxbsm
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Total Cost Savings: $255,000
Visit Florida | Marketing Campaigns
The Weather Network Canada
3/7/23 -4/4/23
Cost:$0 (Hurricane Ian Response)
Media Value:$200,000
Cost Savings: $200,000
Link to report:
https://visitflorida.box.com/s/3bkezjbryj6kup9no2rgd90lhgcxkdme
Hurricane Ian Campaign
5/15/23 -6/25/23
Cost:$25,000
VF Matching Funds:$25,000
Media Value: 50,000 –8,909,668 Impressions
Cost Savings: $25,000
Link to report:
https://visitflorida.box.com/s/801a7lkbs82d8n8pdvybn7d2erl4pbhq
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Total Cost Savings: $85,537.25
Visit Florida |CVB Advertising Co-Op Campaign Savings
Visit Florida Co-op Program Campaign Dates Run Cost Non-Co-op Cost VF Co-op Savings
2023 Official Florida Vacation Guide
(2 page spread)Always On Annual
(Published in Dec 2022)$30,157.75 $37,250.00 $7,092.25
Visit Florida Co-op Chicago Magazine
(Full Page Ad, inclusion in enewsletter) Winter Campaign Feb 2023 Issue $6,825.00 $19,780.00 $12,955.00
Northstar-Travel Weekly Visit Florida Co-op Brand
Ambassadors Program (Travel Agent in-market, digital,
social media, emails, participation in 1 webinar)
Travel Trade
Campaign Feb-May 2023 $8,500.00 $17,000.00 $8,500.00
Visit Florida Digital Recovery Co-op (Silver Level)Spring/Summer
Campaign May-June 2023 $25,000.00 $50,000.00 $25,000.00
Meetings Today - Florida Annual Supplement Meetings April-July 2023 $5,500.00 $14,350.00 $8,850.00
Prevue Visit Florida Co-op Meetings Jan/Feb Issue and
Webinar sponsorship 2/2 $8,320.00 $31,460.00 $23,140.00
$84,302.75 $169,840.00 $85,537.25
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We collaborate with Visit Florida to sponsor travel writers in the
destination, giving us valuable coverage in major online and
print publications at a fraction of the cost.
As an example, results from hosting a press trip with Adrian Phillips:
Total Reach: 1,523,100
Total Value: $146,355
Online: The Times
“20 Family-Friendly Things to do in Florida: From diners
to Disney World
Reach:375,000
Value: $5,062
Online: National Geographic Travel
A Wildlife Odyssey Through Florida's Everglades and Key West
Reach: 1,100,000
Value: $26,884
Print: National Geographic Travel
Circulation:48,100
Value: $114,409
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Visit Florida |UK Public Relations
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Germany´s leading B2C magazine “America Journal”
Double page magazine supplement “Florida Stars” (print/online and newsletter)
June 2023 issue
Circulation: 40,000 Print |2,000 Newsletter
164,976 subscribers –49.65% open rate
Collier County investment: $ 2,000
Media value: $12,000
•Premium Destination placement
Out-of-home Info screens : 2,213,980 contacts
•B2C:Social Media Ad Campaign
695,000 impressions |300,608 reach |6554 clicks
•B2B: Destination promotion
In-store TVs of 340 TUI travel agencies throughout Germany
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Visit Florida |Germany Public Relations
•B2C/B2 B Online and Social Media Marketing Activities
1,835,447 emails |3,480 clicks |18,673 page views
•Visit Florida Media Breakfast, October 17, 2023
19 journalists, bloggers and influencers attended.
No cost to CVB to participate.
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Through our partnership with Visit Florida we can participate in Domestic and International Media Missions –
giving us the opportunity to distribute our Media Kits to over 125 journalists at minimal cost to the CVB:
•VISIT FLORIDA Domestic Media Mission (NYC): $200.00
Press kit distributed to 34 journalists
Cost savings of $2,000 for individual registration plus travel expenses
•VISIT FLORIDA Domestic Media Mission (California): $200.00
Press kit distributed to 43 journalists
Cost savings of $2,000 for individual registration plus travel expenses
•VISIT FLORIDA Canada Media Mission: $200.00
Press kit distributed to 48 journalists
Cost savings of $2,000 for individual registration plus travel expenses
In October 2023, we hosted Social Media Influencer, Jessica Darrington (Jessica Darrington,
@whereisbriggs)in conjunction with Visit Florida at no cost to us.She produced 15 posts dedicated
to Naples for a total reach (Unique Content Views) of 437,500.
https://www.instagram.com/p/CyyLzAludBv/
https://www.instagram.com/p/Cy3OL2xOnj-/
https://www.instagram.com/p/Cy0oTNiuHPv/
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Visit Florida |Media Missions
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Okaloosa
Collier
Broward
Sarasota
Lee
Bay
Monroe
Palm Beach
Hillsborough
Walton
Escambia
Brevard
St. Johns
Pinellas $999,737
$602,511
$560,366
$547,644
$484,167
$458,974
$301,843
$300,957
$266,157
$251,553
$212,391
$206,892
$67,342
$37,346
*
*All data coincides with the State of
Florida’s 2023 fiscal year (July -June).
Visit Florida |FY 2023 Visit Florida Spend by County
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Visit Florida |FY 2025 Proposed Partnership
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UPDATED REQUEST $82,000
•FY 2025
Membership, Co-Op Marketing Opportunities, Annual Governor’s Conference,
Trade Shows, Sales Missions
INITIAL REQUEST: $150,000
Thank you for the consideration of our request.
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EXEMPTION REQUEST FORM
Revised 10/01/2024
Page 1 of 2
Instructions: The following procurement categories may be eligible for exemption from the competitive process per Procurement
Ordinance 17-08, as amended, Section Eight, Exemptions to the Competitive Process; based upon the determination of the County
Manager or designee that approval of such an exemption is in the best interest of the County. Purchases greater than $50,000 will
require final approval by the Board of County Commissioners. Complete all sections of this form prior to submitting it to Procurement.
Any quotes and/or documentation submitted must be dated within the last thirty (30) days. If applicable, submit with the form
associated terms and conditions or agreements.
Disclaimer: Exemptions are not active until the Procurement Director approves the request or the requested start date, whichever is
later. Exemptions that require review by the Board of County Commissioners are not valid until Board approval is received. No purchase
order requests will be processed until formal approval has been received.
Submit Exemption requests to Procurement Services via the Jira Ticketing System.
Exemption Category:
☐1. Government Agency/Non-Profit ☐10. Shop estimates on disassembled equipment
☐2. Registration/Dues/Training ☐11. Personnel/Recruitment Services
☐3. Subscriptions/Periodicals/Printed Materials ☐12. Works of art for public display
☐4. Advertisements ☐13. Direct Purchases
☐5. Utility Services – subject to government control ☐14. Financial Instruments
☐6. Education/Academic Programs/Trainers/Speakers ☐15. Entertainment Services for County Sponsored Events
☐7. Legal Services ☐16. Management Studies as directed by the County Manager
☐8. Purchases required by grants/gifts ☐17. Resolution/BCC Direction (include resolution number and
approval date)☐9. Compatibility/Proprietary with current systems
SECTION ONE
Division: Requested Not-to-Exceed Expenditure Per FY:
Vendor Corporate Name: Summary of Item(s)/Service(s):
SECTION TWO
One-Time Purchase Multiple Purchases
SECTION THREE
Detailed Description of Purchase. Enter a description of the item(s) that will be purchased under this waiver.
Detailed Public Purpose. Include why this purchase is essential to County operations.
Does this purchase require the County to accept terms and conditions, including those contained in hyperlinks?
Yes No If yes, attach documentation.
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EXEMPTION REQUEST FORM Revised 10/01/2024
Page 2 of 2
SECTION FOUR
Information Technology. Select Yes if the products/services are related to Information Technology. If yes, provide the
Purchasing Compliance Code (PCC) number or email approval documentation.
Yes No
If yes, provide the PCC number:
SECTION FIVE
Requester: Signature:
Division Director: Signature:
Department Head (Required if over $50,000): Signature:
Procurement Director or Designee: Signature:
PROCUREMENT USE ONLY
Estimated Expenditure Per FY:
Additional Commentary:
P-Card PO
Approved Date Range
Start Date:
End Date:
Contract #:
Contract Not Applicable
Exemption #:
Contingent Upon Board Approval:
Yes No
Agenda #:
Approval Date:
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