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Agenda 02/11/2025 Item #16F 7 (One-year renewal of Contract #22-7979 the Tourism International Representation UK and Irland Market w/OMMAC Ltd.)2/11/2025 Item # 16.F.7 ID# 2025-358 Executive Summary 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 ($10,000 per month), and Reimbursable Expenses for Travel, Registrations and Miscellaneous for up to $80,000 totaling $200,000 annually using tourist development tax funds and make a finding that this action promotes tourism. OBJECTIVE: To renew Agreement No. 22-7979 for one year for tourism representation services in the UK/Ireland market which promotes Collier County as a worldwide visitor destination. CONSIDERATIONS: Collier County has maintained local representation in the UK since 2008. Presence in this market has been beneficial in bringing UK and Ireland residents to Collier County. Over the course of this term and relationship, the UK and Ireland market has remained the leading market of international origin for Collier County. The representation in this market has attracted visitors via consumer direct initiatives, as well as via the education of tour operators and travel agents about Florida’s Paradise Coast (Collier County) region. OMMAC’s representative is 100% dedicated to Collier County which is OMMAC’s only destination account in Florida. On March 14, 2023 (Agenda Item 11.B.), the Board approved the award of Agreement No. 22-7979 for Tourism International Representation – UK and Ireland Market to OMMAC Ltd. for one year and requested that the renewals be brought back to the Board for approval. On March 26, 2024 (Agenda Item 16.F.4.) the Board approved the first of two, one-year renewal options. The contractor has agreed to exercise the second renewal option without price increases. The annual costs established in the Agreement are as follows: Flat Annual Fixed Price of $120,000 ($10,000 per month), and Reimbursable Expenses for Travel, Registrations and Miscellaneous for up to $80,000 totaling $200,000 annually. The reimbursable expenses are approved by the Division Director before the expenditure occurs. Current expenditures total $135,686.23 for ten (10) months. This total does not include any other expenditures, or the monthly fee, for the last two months of the current Agreement. This representation is vital for Collier County to remain competitive with other Florida markets. Currently, twenty-four (24) Florida markets have representation/offices in Europe, including our competitive set of areas - Tampa, St. Pete/Clearwater, Orlando, Bradenton, Sarasota, Lee County, Charlotte County, Palm Beach, Miami, and the Florida Keys. The number of hotel rooms booked in our destination by the top 20 tour operators was used as a metric to measure the effectiveness of the work completed by OMMAC Ltd. European visitors utilize tour operators for ease of travel to various locations in Florida and for the travel insurance provided. In 2019, which is a benchmark used (2020 and 2021 are not included due to the pandemic), 55,714 room nights were booked in Collier County from these operators. In 2022, room nights were 10,714, in 2023 this grew to 23,571. In 2024 this grew to 24,514 a 4% increase in room nights over 2023. County staff has estimated the tourist tax collections to further measure the effectiveness of OMMAC for these room nights utilizing the Average Daily Rate (ADR) obtained through STR data for the associated time frames. (Taxes = ADR*Hotel Rooms Booked * 5%). STR data provides weekly information about hotels in Collier County. The firm surveys our local hotels and provides weekly data such as Average Daily Rates, Occupancy, and Hotel Revenue per person. In 2019, with an ADR of $237, the tax collected was $660,210.90; 2023 saw an ADR of $303 and a tax collection of $357,100.65; 2024 saw an ADR of $349 and a tax collection of $427,769.30. The 19.8% increase of tax collection from 2023 to 2024 has resulted in a Return On Investment (ROI) of 256.47%. (($427,769.30 tax collections - $120,000 flat fee) / $120,000 * 100). REGION 2019 2023 2024 % Page 3085 of 3773 2/11/2025 Item # 16.F.7 ID# 2025-358 2024 vs 2023 UK & Ireland 55,714 23,571 24,514 4% TOTAL 55,714 23,571 24,514 4% Avg ADR $237 $303 $349 15.18% Est Tourist Tax $660,210.90 $357,100.65 $427,759.30 19.8% Based on OMMAC’s performance and improving the measures for effectiveness, County staff is recommending renewing the Agreement for one year at the same pricing. ADVISORY COMMITTEE RECOMMENDATION: This item was approved unanimously by the Tourist Development Council on January 21, 2025, with a vote of 8-0. FISCAL IMPACT: Funds for marketing services are provided in the FY 2025 Tourist Development Tax Tourism Promotion Fund (1101) budget. The annual contract budget is $200,000 for the UK and Ireland market. GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan with this Executive Summary. LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote for approval. – CMG RECOMMENDATIONS: 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 ($10,000 per month), and Reimbursable Expenses for Travel, Registrations and Miscellaneous for up to $80,000 totaling $200,000 annually using tourist development tax funds and make a finding that this action promotes tourism. PREPARED BY: Jay Tusa, Tourism Division ATTACHMENTS: 1. Powerpoint Presentation International Contract Renewal 2. OMMAC Contract 22-7979 3. 22-7979 OmmacLTD_2of2_1YrRenewal 4. OMMAC_Signed Notary_Affidavit Labor and Services (2) Page 3086 of 3773 INTERNATIONAL REPRESENTATION CONTRACT RENEWAL Page 3087 of 3773 European Visitor Insights: Demographics: •High net worth •Luxury traveller •Plan 6 -18 months in advance Travel Patterns: •Visit during summer/fall •Multiple Florida location •Prefer to use tour operators and travel agencies for security and insurance International Representation Contract Renewal Page 3088 of 3773 Importance of International Representation Market presence: •Top of mind for tour operators, advisors and media •Consistency with all in-market travel trade •Brand USA, Visit USA Committee's and Visit Florida in-market collaboration Cost efficiency: •Extension of CVB Global Sales Team •Saves from county staff traveling overseas Competition: •24 Florida destinations have offices in Europe •Fort Myers, Charlotte County, Sarasota, Bradenton, St. Pete/Clearwater all compete for the 2/3 nights stay on the west coast alone International Representation Contract Renewal Page 3089 of 3773 International Representation Contract Renewal PARADISECOAST.COM4 45% increase in room nights from 2023 to 2024 68% increase in TDT ROI: 237.27% Page 3090 of 3773 International Representation Contract Renewal PARADISECOAST.COM5 4.0% increase in room nights from 2023-2024 19.8% increase in TDT ROI 256.47% Page 3091 of 3773 International Representation Contract Renewal PARADISECOAST.COM6 Benefits of renewing: •Demonstrated ROI •Continued competitive edge •Increased tourist development tax collection Page 3092 of 3773 Page 3093 of 3773 Page 3094 of 3773 Page 3095 of 3773 Page 3096 of 3773 Page 3097 of 3773 Page 3098 of 3773 Page 3099 of 3773 Page 3100 of 3773 Page 3101 of 3773 Page 3102 of 3773 Page 3103 of 3773 Page 3104 of 3773 Page 3105 of 3773 Page 3106 of 3773 Page 3107 of 3773 Page 3108 of 3773 Page 3109 of 3773 Page 3110 of 3773 Page 3111 of 3773 Page 3112 of 3773 Page 3113 of 3773 Page 3114 of 3773 Page 3115 of 3773 Contract Renewal or Extension Request Form CONTRACT RENEWAL OR EXTENSION REQUEST FORM '&,*,>4 '$!!,,!'&!,$4 %')-+,*4 !.!+!'& %4 '%(&1 %4 %''%(&1&,4 &'*%!$4 &'* '& -%*4 -**&,*%4 )-+,*%4 51 51 #)(("+ '(#"(&&&"+ '"( "* $&(#"(&(1 ,053 5&1"+ #6 #)((,("'#" '(#""#&"+ '&"( "(#"(&(#& &"+ '*",)'(1 ,0#"+ '2,(* տ )-+,,'0*!+A+, &/$ տ &/$,'0*!+& .**& տ )-+,,'0*!+%!&!+,*,!.0,&+!'& 9AE@1+: տ )-+,,'0*!+B& &/$ տ &/$ &$-+*! &*+4 տ )-+,0,&+!'&, %!&!+,*,!.0,&+!'& 9AE@1+: ; +$,!&, !+'(,!'&3&0-,!.-%%*1%-+, (*'.!/!, , !+'*%5 տ )-+,,'0*!+C* &/$ տ &*+(,1, !.!+!'&4 տ )-+,,'0*!+D, &/$ տ , *4 8888888888888888888888 4 '*!!&$+'$!!,,!'&'-%&,&6'**+-$,&,'&,*, %-+,'&,!&(*'.!+!'&(*%!,,!&(*!!&*++5 -%!, &/*)-+,,!#,'*='&,*,%&%&,=/!, +-(('*,!& '-%&,,!'&(,1, !.!+!'&'*&1*&/$+/!, *! &*++5 61 61 &#( "&2#"(&("(&!'("#&!(' (# #+"&%)&!"('0 &#( "&2#"(&("(&!'(# #+" &%)&!"('(#,("0 տ , , '&,*,'* +(*'*%!&+,!+,'*1 %&&*5 տ *&/$!++-",,', ,*%+&'&!,!'&+ '-,$!&!&, !&!,!$'&,*,5'+,&,*% %'!!,!'&+**++!&, '*!!&$+'$!!,,!'& '-%&,&6'**+-$,&,'&,*,5 տ ,, *&/$!+'&'*+,(*!'',!% !&,!!!&, +'$!!,,!'&'-%&,&6'*'&,*,3 '%%&!&,, &', '&,*,(*!'5 $$ #" -(# &"&''0 տ *)-+,'*(*!!&*+ +&.$-,& , +-(('*,!&'-%&,,!'&"-+,!!+, *)-+,5 տ 0,&+!'&(*!'!+!&,!!!&, '*!!&$ +'$!!,,!'&'-%&,&6'**+-$,&,'&,*,5 տ 0,&+!'&(*!'!+'*, +%,*%+& '&!,!'&+5 տ 0!+,!&'&,*,/!$$,*%!&,-('&!++-&' , &/'&,*,/!, '-,-*, *&',!5 տ &19&'&7$&#,:-* +**, ,0,&+1'& , 0(!*,!'&,', '*!!&$'&,*,/!$$+-*.!. &*%!&+-",,', ,*%+&'&!,!'&+', , '&,*,-&,!$, '%($,!'&'*,*%!&,!'&', -* +**5 4600005706 International Tourism Rep Claudia Wood Tourism OMMAC LTD Oonagh McCullagh-Boyle oonagh@ommac.co.uk M: + 44 (0) 7802 420 750 3/30/23 - 3/29/25 3/30/25 - 3/29/26 ✔ ✔ ✔ ✔ Page 3116 of 3773 71 < 5 4('"&'")(#&."( '(#")"./$ ' '#')!(#&$#&('# )(#"/ !( #+&# Attorney, Secretary’s Certificate, or notarized letter from one of the listed principals giving that person signature authori(-1 *'",&*6'&,*,&, %&,4 !&,-*4 &'*–-, '*!2!&,'*1 %&,4 !&,-*4 Procurement Director or Designee’s Name:!&,-*4 &#)&!"('" - տ ((*'.&/$*%((*'.*%4 տ ((*'.&/$*%/!, *! &*+((*'.*%4 տ &/$*%/!, *! &*+!++-",,''* ((*'.$,'*((*'.4 տ ((*'.%!&!+,*,!.0,&+!'&*%((*'.0,&+!'&*%4 տ 0,&+!'&!++-",,''*((*'.$,'*((*'.*%4 ',+4 Claudia Wood Claudia Wood Digitally signed by Claudia Wood Date: 2024.12.05 15:56:33 -05'00' Oonagh McCullagh-Boyle, December 04, 2024 ✔03/30/2025- 03/29/2026 There are no renewals left, but 180-day extension available. *This renewal requires board approval* Page 3117 of 3773 Page 3118 of 3773 Page 3119 of 3773