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TDC Agenda 05/20/2025COLLIER COUNTY Tourist Development Council AGENDA Board of County Commission Chambers Collier County Government Center 3299 Tamiami Trail East, 3rd Floor Naples, FL 34112 May 20, 2025 9:00 AM Commissioner Chris Hall, Chair Clark Hill, Vice -Chair Susan Becker Laura Radler Nancy Kerns Michael McComas Edward (Ski) Olesky Council Member Bill Kramer Councilor Darrin Palumbo 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 Jay Tusa 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. Page 1 of 314 1. Call to Order 2. Pledge of Allegiance 3. Roll Call 4. Agenda and Minutes Approval of today's Regular, Consent, and Summary agenda as amended (ex-parte disclosure provided by Commission members for Consent agenda.) 4.A. Meeting Minutes from April 15, 2025 (2025-1675) 5. Presentations There are no public comments for these items. Presentations are scheduled by request of a Board member or as directed by the County Manager. Presenters are limited to ten (10) minutes unless extended by the Chair. (Resolution 98-167) 6. Tourism Director Report 6.A. Tourism Director Update and TDT Tax Report (2025-1403) 7. 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. 8. New Business 8.A. Request the TDC review the Expenditures of Tourist Development Tax supported funds for the second quarter of Fiscal Year 2025. (2025-1436) 9. Old Business 9.A. Informational Item: Presentation of Pickleball Independent Professional Tourism Impact Study (2025-1460) 10. Ten Minute Break 11. Agency Partner Reports I I .A. Agency Partner Reports (2025-1441) 12. Tourism Staff Reports 12.A. Tourism Staff Reports (2025-1438) Page 2 of 314 13. Council Member Discussion 13.A. Discussion regarding the date of the November 2025 TDC meeting as a result of a conflict with the scheduled BCC meeting being held on November 18, 2025, due to conflict with Veterans Day. (2025-1401) 14. Next Meeting Date 14.A. Next Meeting Date - June 17, 2025 (2025-1404) 15. Adjourn Page 3 of 314 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING BOARD OF COUNTY COMMISSION CHAMBERS Naples, FL — April 15, 2025 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 9:00 a.m. in REGULAR SESSION at 33299 Tamiami Trail East, 3rd floor, Naples, FL 34112 with the following members present: Commissioner Chris Hall, Chair Clark Hill, Vice Chair Susan Becker Nancy Kerns — excused Bill Kramer -arrived 9:1lam Laura Radler Michael McComas Councilor Darrin Palumbo Edward (Ski) Olesky -excused ALSO PRESENT: Jay Tusa, CVB, Tourism Director Colleen Green, Collier County Attorney's Office, Managing Assistant County Attorney Buzzy Ford, Collier County, Digital and Social Media Coordinator Andrew Miller, Collier County, Coastal Zone Manager John Melleky, CVB, Arts and Culture Manager Sandra Rios, CVB, PR & Communications Manager Kristen Murphy, Paradise Advertising, VP Client Services & Partner Development James Brendle, Downs & St. Germain, Project Manager, ZOOM Any person who decides to appeal a decision of the Tourist Development Council will need a record of the proceedings pertaining thereto, and therefore may need to ensure that a verbatim record of the proceedings is made, which record includes the testimony and evidence upon which the appeal is to be based, Neither Collier County nor the Tourist Development Council shall be responsible for providing this record. 1. CALL TO ORDER 2. PLEDGE OF ALLEGIANCE 2. ROLL CALL Page 4 of 314 4. AGENDA Clark Hill motioned to approve the Agenda Susan Becker seconded Motion passed 6-0 4a. APPROVAL OF MINUTES MAR. 14, 2025, MEETING Laura Radler motioned to approve the Minutes Clark Hill seconded Motion passed 6-0 5. TOURISM DIRECTOR REPORT Jay Tusa 1. Revenue & Room Occupancy • TDT Collections: $6,466,174 in February; YTD (Year-to-date) total is $16,701,744. • Occupied Room Nights: Down 2.8% YoY, but when adjusted for the leap year, daily occupancy rose 0.6%. • ADR (Average Daily Rate): Decreased 5.9% YoY. • RevPAR: Down 8% from February 2024. 2. Visitor Spending & Economic Impact • Visitor Direct Spending: Decreased 4.4%.YOY • Total Economic Impact: Declined 4.7%, partly due to the shorter month (Leap Year in 2023) 3. International Visitation Trends • Overall international visitation fell 3% YoY. • Canada: Visitation dropped 23%, attributed to tariffs, increased border scrutiny, economic concerns, and a weak CAD. Still, Canadian tour operators report no mass cancellations, just delays. • UK & Ireland: Florida remains a preferred destination; no major geopolitical concerns affecting travel. • Germany & Benelux: Mixed results; some operators shifting to Canada, while luxury operators maintain steady U.S. traffic. • IPW Interest: Remains strong with 270+ tour operators registered. 4. Group Meetings & Events • CVV Lead Volume (Ql 2025): Down 25% YoY, primarily postponements, not cancellations. • Example: A group spanning Canada and Mexico postponed to next year. 5. Air Travel & Capacity • RSW Airport: Performing well with improved load factors and positive forward bookings. • Air Canada made aircraft adjustments to smaller capacity planes, but no major service schedule cuts. • Domestic Air Seat Capacity: Up for summer compared to last year; passenger volumes stable. • Summer is looking soft, especially for weddings and small events, but no major red flags. K Page 5 of 314 6. Outlook While some segments are softening, the overall outlook is cautiously optimistic. Continued engagement with local and international partners to monitor and respond to trends. Chris Hall Asked whether the decline in Canadian travel is as dramatic as portrayed in the media. Jay Tusa Clarified that while other parts of the U.S. may be experiencing more significant declines, local impact has been less severe. The region remains an attractive destination for Canadian travelers despite broader geopolitical concerns. 6. CONSENT AGENDA None 7. NEW BUSINESS 7.A. Recommendation to approve a work order with CSA Ocean Sciences, Inc., to continue the required post -construction hardbottom monitoring for the Collier County Beach Nourishment Project in summer 2025 for time and materials not to exceed $487,367.52 Tourist Development Tax funds under Professional Services Agreement No. 22-8015, authorize the Chairman to execute the Work Order, and make a finding that this item promotes tourism (Fund 1105, Project No. 90033). (2025-1181) Jay Tusa introduced two Coastal Zone Management items, with Andrew Miller, Coastal Zone Manager, presenting. Andrew Miller, Coastal Zone Manager Provided highlights of the first item. Laura Radler Inquired whether the project was a continuation; Andrew Miller confirmed it is an annual, permit -required effort. Laura Radler motion to approve Darrin Palumbo seconded Motion passed 6-0 7.B. Recommendation to approve a Work Order in the amount of $11,977 Ardaman & Association Inc., under contract No. 18-7432-TE for Sediment Compliance Criteria Testing 3 Page 6 of 314 Service for the Park Shore Beach Renourishment Project and make a finding that this expenditure promotes tourism. (Fund 1105, Project No. 90067) (2025-1183) Andrew Miller • Testing is required by FDEP permit to verify that the beach sand (which comes from the Immokalee Mine) meets compliance standards. • The consultant used is Ardaman and Associates. Clark Hill Commented on the multiple stages of testing and asked if testing is also done before sand placement. Andrew Miller confirmed that testing occurs: At the mine (initial screening), During delivery (each truck is visually inspected, and samples bagged), After placement (scientific core sampling analyzed by Ardaman, including sieve analysis, color test, shell content, and grain size). Chris Hall Questioned the need for repetitive testing. Andrew Miller Explained that mine testing alone would be a conflict of interest, and the scientific testing is more rigorous and necessary to meet FDEP standards. Susan Becker asked about timeline changes from March 31 / April 1 to April 30th. Andrew Miller Clarified that the sand placement was completed in late March, and cleanup tasks, like those at Horizon Way, are also done. While construction is finished, final testing remains and will be completed once samples are collected and sent for analysis. Chris Hall Asked if the testing is required by contract or was self-imposed. Andrew Miller responded that it is mandated by FDEP permits, which include extensive compliance requirements, especially as FDEP funds 42% of the projects. Cd Page 7 of 314 Chris Hall acknowledged that the explanation made the cost easier to justify. Michael McComas motioned to approve the recommendation Chris Hall seconded Motion passed 6-0 8. OLD BUSINESS None 9. TEN-MINUTE BREAK None 10. PRESENTATIONS None 11. AGENCY PARTNER REPORTS James Brendle, Project Director, Downs & St. Germain • Leap Year Impact: February had an extra day, slightly distorting figures. The reported 4.8% drop in visitation is closer to 1-1.5% per day. • Visitor Trends: o Fewer visitors overall, but longer stays, resulting in a slight increase in visitor days. o Economic impact and direct spending dropped by 4.5-5% to $308M and $426M, respectively. o Room nights fell by 2.8%. o Occupancy dipped 2.3%. o Average Daily Rate (ADR) is high at $450 but dropped 6% YoY, leading to an 8% decline in RevPAR. • Hotel Industry: o 15% increase in room supply, outpacing the 12% increase in room demand, which makes maintaining occupancy harder. 61 Page 8 of 314 • International Travel: o Small decline in Canadian visitation. o Broader international visitor sentiment is cautious, with more delays than cancellations. o Canadian travel agencies report 70-90% short-term drops, largely from postponed travel rather than cancellations. o Tourism Economics revised its international visitation forecast from +9% to — 10% in 2025. • Consumer Sentiment: April's sentiment index was 51, the second lowest on record (20- year average is 80), indicating short-term spending hesitation. • Visitor Demographics: o More couples, fewer families. o Higher median household income among visitors. o Fewer day-trippers (less economic impact lost). o Visitor satisfaction remained high. • Forward -Looking Data (March —May Forecast): o Most industry partners report bookings as same or down compared to last year. o Only about 22% say bookings are up. o The data isn't fully comparable due to the post -Hurricane Ian recovery period in 2023. • Outlook: o While February marks the first month of YoY declines, fiscal year-to-date numbers are still positive. o The team remains cautiously optimistic long-term, while acknowledging short- term uncertainty. Clark Hill Asked for clarification on the definitions of short-term and long-term. James Brendle [01 Page 9 of 314 • Short-term vs. Long-term Definitions: o Short-term: Next few months to six months (remainder of 2025). o Long-term: One year and beyond (2026 and later). Laura Radler Asked about predictions for domestic travel, particularly considering expected decreases in international travel. James Brendle • Domestic vs. International Travel: o International travel from the U.S. is expected to set record highs this year due to post-COVID normalization, as many Americans are eager to travel abroad. o This may result in fewer domestic travelers, but economic uncertainty and the value of the dollar may cause some visitors to stay closer to home. o Predictions suggest an increase in regional and in -state visitation, with a decrease in international visitation for 2025. Laura Radler Inquired about trends in different market segments, including luxury and mid -scale. James Brendle • Market Segments: o Luxury travel is expected to be less impacted by the economic downturn, as higher -income households tend to prefer luxury accommodations. o Brendle will further investigate market segments and provide additional insights. Dean Palumbo Asked about the uniqueness of the current economic situation, questioning whether this is uncharted territory or if historical trends can still apply. James Brendle 7 Page 10 of 314 • Economic Impact and Historical Trends: o Although the current situation (post-COVID recovery, hurricanes, tariffs, etc.) is unique, historical trends show that economic conditions often revert to the mean. o People continue to prioritize travel, suggesting a cautiously optimistic outlook for the long-term, despite short-term pullbacks. Clark Hill • Inquired about any data on business travel trends post -pandemic. James Brendle • Business Travel: o Group demand (which includes business and event travel) was up 23.4% in February, buoying overall demand for hotels. o While overall business travel has decreased post -pandemic due to remote work trends, Collier County shows strong group travel performance compared to peers. o No significant signs of a downward trend in group travel, and business travel may be less affected. Jay Tusa • Introduced Kristin Murphy from Paradise Advertising to provide a web and marketing update. Kristin Murphy • Summer Travel & Marketing: Summer travel is expected to remain strong, with a focus on strengthening advertising in the Southeast, especially Florida. The trend of people traveling closer to home is being considered in targeting efforts. • Ad Effectiveness Study: In collaboration with Downs & St. Germain, an ad effectiveness study is underway. A question about why some people are not considering Naples, Marco Island, and the Everglades was added to better understand factors like economy, climate, and safety concerns. • Business Travel Forecast: Business travel is expected to be less affected, but associations may scale back due to budget concerns, though luxury travel remains strong. • Trends in Travel: o Economic uncertainty is impacting middle -income travelers, but luxury travelers are expected to continue traveling. E: Page 11 of 314 o Shorter booking windows are emerging as a trend, with more people cashing in on travel reward points, especially for summer travel. o Al tools like Google Gemini and ChatGPT are influencing trip planning, which underscores the importance of up-to-date, robust websites. o Wellness and lifestyle trends are coming back strong. o Many Americans are planning international travel, but fewer are coming to the U.S. due to "revenge travel' abroad, though domestic destinations like New York, Vegas, and California are seeing strong interest. • Marketing Strategy: o The strategy is flexible and nimble, focusing on continuous research data to inform advertising and campaign efforts. o Focus group feedback emphasized interest in arts and culture, which will be incorporated into targeted marketing campaigns. o The marketing team is tracking competitor data and adjusting ad strategies to ensure differentiation. • Current Advertising Results: o $500,000 was spent on leisure advertising in March in expanded and enhanced markets. o The expanded markets are performing exceptionally well, with a return on ad spend of $80 for every $1 spent on platforms like Expedia. Enhanced markets are performing strong as well, with a return of $30 for every $1 spent. o Overall, the return on ad spend is approximately $17 per dollar spent, which is expected to grow as bookings continue from ads served in March. o AB testing is being conducted daily to optimize creative, headlines, and images for the best performance. Chris Hall: • Appreciation and Positivity: Commissioner Hall expresses his appreciation for the presentation, particularly praising the positive attitude and outlook. He comments on the importance of staying positive and compares it to choosing between a conference in Minneapolis or one in Naples, with the latter being the more attractive option. He also appreciates the creativity shown in the marketing approach. M Page 12 of 314 • Quality Over Quantity: He shares a metaphor about an old -town barber. The old barber's response to a competitor's cheaper haircuts was to advertise "we fix six -dollar haircuts," highlighting the importance of quality over quantity. Chris relates this to the luxury audience, stating that they are willing to pay more for excellence, which is what the region delivers across various sectors like culinary experiences and outdoor adventures. Kristin Murphy: • Website Management: Kristin explains that Paradise Advertising is managing the current website while collaborating with Granicus to launch a new website. There's a balancing act between investing in the current site and focusing on the new one. They're only updating the current site when necessary, and the goal is to ensure that updates align with the ongoing work for the new website. • Campaign Results and Website Performance: She shares the performance metrics for March, including: o 46% increase in sessions o 12% increase in engaged sessions o 45% increase in users o 14% increase in views. These positive trends suggest that the additional marketing spend, particularly in expanded and enhanced markets, is working effectively. • Top Page Views and Locations: Kristin notes that the top pages viewed on the site are beaches, the homepage, and landing pages driven by the content created (not ads). She also mentions a surprising finding: the top locations for visitors include St. Louis and Ashburn (DC area). This is a result of ongoing marketing efforts targeting these regions. They'll continue to monitor these trends closely. • Looking Ahead: She expresses anticipation for diving deeper into the March website data in the next month's presentation, expecting to gather more insights to guide further marketing decisions. 10 Page 13 of 314 Jay Tusa • Lou Hammond Group PR Update: No one from Lou Hammond Group is on Zoom to provide a PR update. As a result, they will get an update from them at the next meeting. • Amanda Townsend Update: Amanda Townsend is notable to join the meeting due to a kickoff contractor meeting for the Naples Depot Museum. This is positive news, and Amanda will provide an update at next month's meeting. 12. TOURISM STAFF REPORTS 13. COUNCIL MEMBER DISCUSSION Susan Becker • 3rd Street Farmers Market: The oldest in the area, it draws hundreds of people every Saturday from 7:30 AM to 11:30 AM during the winter. The market is held on Third Street from the 1200 to and 1100 blocks until the end of April. Afterward, it moves behind Tommy Bahamas in the parking lot but continues year-round. It remains a significant community event in both winter and summer. Darrin Palumbo • Praised FC Naples for their undefeated season, leading the division, and emphasized how special it is to witness their success. Bill Kramer • The City Council had a 10-hour workshop about fireworks, focusing on logistics and staff support. The goal is to hold New Year's fireworks (but not on New Year's Eve), and Coach Kramer emphasized prioritizing safety and health. He mentioned concerns from residents about past fireworks events causing issues such as crowded yards and obstructed driveways. The final decision on the timing and day of the fireworks is pending negotiations. Clark Hill • Tourist Development Tax Collections: Raised a question about a discrepancy in the total amount of tax collections in the fiscal year-to-date report ($18,682,218) compared to the tax revenue report ($16,701,744). He asked for clarification on the difference. 11 Page 14 of 314 Chris Hall o The figures are approximately $17 million. John Melleky, Arts and Culture Manager o Clarified that the reports come from two different offices. He assured that the issue would be investigated, and a response would be provided next month. 14. NEXT MEETING DATE May 20, 2025 15. ADJOURNED There being no further business for the good of the County, the Tourist Development Council meeting was adjourned at 9:53 a.m. COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL These Minutes were approved by (date) as presented. Chairman Chris Hall or amended 12 Page 15 of 314 hd O Q O U O H 0 H Lfi N O N t t) L G cB ' O i C >> o p O 00 N O O M E0. 0 O O cn E�} _0 O U) 'C O CU N O r-: >, r L N H 0 O fn o N > O O m ti co a-c(B�� LO N E >+ O O A —SL 010 O _U N cB U—) E O >, c� O C (6 cB ' � N co W >O, p O C M 81-1 a) i co U > Q o m C _ O >, O .-. C m a eo p m m CO Q C cn U m O N > O > O ti ."O_' co �' cB fv fn � > } O N t U U > > O C > O cB O O U O Q C O Q Q o U co C N O U fll H - N O � N C � V L C� O0 N .� C� � 0 � O M a. FISCAL YEAR (OCTOBER THRU SEPTEMBER) TOTALS APRIL 2025 FOR THE MONTH OF MARCH 2O25 VENDOR TAX COLLECTIONS BREAKDOWN FISCAL 2023-2024 FISCAL 2024-2025 DIFFERENCE % OVERALL COLLECTIONS (includes minor categories not shown below) Current Month $6,868,217 $7,042,650 $174,433 2.54 % Year to Date $25,762,451 $25,724,868 - $37,583 - 0.15 % HOTEL / MOTEL Current Month $4,029,839 $4,068,079 $38,240 0.95 % Year to Date $14,658,597 $15,065,297 $406,700 2.77 % REALTORS Current Month $785,515 $733,790 - $51,725 - 6.58 % Year to Date $3,085,468 $2,543,144 - $542,324 - 17.58 % INDIVIDUALS (APTS/CONDOS S F HOMES) Current Month $1,993,001 $2,172,922 $179,921 9.03 % Year to Date $7,719,041 $7,861,448 $142,407 1.84 % Page 18 of 314 Collier County Tourist Development Tax Revenue FY 25 TDT Collections Report 31-Mar-2025 Fund Reporting Fund Adopted Budget Updated Annual Forecast Budgeted YTD YTD Actual Variance to Budgeted YTD Beach Park Facilities 1100 1101 1103 1104 1105 1106 1107 1108 1,357,700 1,565,688 642,075 850,184 208,109 TDC Promotion 13,643,700 16,040,178 6,452,289 7,970,292 1,518,003 Non -County Museums 724,300 835,256 342,531 452,783 110,252 TDCAdmin - 0 - Beach Renourishment 14,782,800 17,047,396 6,990,984 9,254,997 2,264,013 Disaster Recovery - - 0 - - County Museums 2,000,000 2,000,000 945,827 1,824,471 878,645 TDC Capital 5,415,500 6,245,107 2,561,063 3,391,668 830,606 Gross Budget 37,924,000 43,733,626 17,934,768 23,744,395 5,809,627 Less 5%Rev Res (1,896,200) 15.32% %Over/(Under)Bud 32.4% Net Budget 36,027,800 Collections Month Reported Actual Cum YTD % Budget Collected to Date % Variance FY24 Collections % Variance FY23 Collections % Variance FY22 Collections Nov 2,137,562 2,137,562 5.64% -16.720/6 -9.200/6 -5.030/6 Dec 3,465,253 5,602,815 14.77% 5.83"/e 30.939/6 19.129/6 Jan 4,632,754 10,235,570 26.99% 5.029/6 24.829/o 3.049/o Feb 6,466,174 16,701,744 44.04% -1.10% 19.509/o 8.289/o Mar 7,042,651 23,744,395 62.61% 2.549/6 10.669/o 8.849/o Apr - 23,744,395 62.619/6 n/a n/a n/a May 23,744,395 62.619/6 n/a n/a n/a June 23,744,395 62.619/6 n/a n/a n/a July 23,744,395 62.619/6 n/a n/a n/a Aug 23,744,395 62.619/6 n/a n/a n/a Sept 23,744,395 62.61"/e n/a n/a n/a Oct - 23,744,395 62.61% n/a n/a n/a Total 23,744,395 23,744,395 YTD 0.36% 15.90% 7.45% 43.733,626 Budget Comparison 5 Yr History -Cum 5 Yr History- Monthly Budgeted Collections Actual Collections Budget to Actual Variance Updated Forecast Nov 4.8% 4.8% 1,827,211 2,137,562 310,352 2,137,561 Dec 11.0% 6.2% 2,338,559 3,465,253 1,126,694 3,465,253 Jan 20.2% 9.2% 3,502,227 4,632,754 1,130,527 4,632,754 Feb 33.1% 12.8% 4,869,752 6,466,174 1,596,422 6,466,174 Mar 47.3% 14.2% 5,397,019 7,042,651 1,645,632 7,042,651 Apr 64.3% 17.0% 6,460,316 - - 6,460,316 May 73.0% 8.7% 3,303,306 3,303,306 June 79.1% 6.1% 2,299,023 2,299,023 July 84.7% 5.6% 2,134,934 2,134,934 Aug 90.7% 6.0% 2,277,930 2,277,930 Sept 95.5% 4.8% 1,816,973 1,816,973 Oct 100.0% 4.5% 1,696,749 - - 1,696,749 Total 100.0% 100.0%1 37,924,000 23,744,395 5,809,627 43,733,626 oved(under) budget 32.4% 15.32% $9,000,000 Tourist Development Tax Collection Curve $8,000,000 $7,000,000 $6,000,000 -aage<aa cull«ries $5,000,000 �ARual Collections $4,000,000 $3,000,000 $2,000,000 $1,000,000 $ o z u Q Q N O Month Reported M:\Revenue Report\TDC Revenue\TDC Update Report\2025\TDT Tax Collector Reports\05-TDC Updates March.xlsx Page 19 of 314 Q O) coN co LO O ti ? 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R @ G 2 m 2 p m n w a ' w 4&\ a « � 2 J § \ \ \ \ R � V F R / ) G w § 3 = 7 # � _ _ _ C6 m f /R / ® { b : % um ) A / £0 \ a 0 > ) £k k] 2 / (/LL ) 0 (: {� �§ n§ �§ (2 (2 {J a k (D W \ 2 2 2 E E § a G � � A % ,q /\LU L\ kkk� Q LU � 0 a. CL \% � Q. § $ } $ \ } } K � ! _ LL LL LL LL LL LL u k Q= ® w 5 ± ± ± ± ± u22 0 ■ ) > i ? § ? ? ? ) § \� \uj , W a n m m n m- o omo� e 2 2 2 2 2 2 5/20/2025 Item # KA ID# 2025-1436 Executive Summary Request the TDC review the Expenditures of Tourist Development Tax supported funds for the second quarter of Fiscal Year 2025. OBJECTIVE: Review of Expenditures for the first and second quarters of the current Fiscal Year 2024-2025 (FY 25). CONSIDERATIONS: A report of the actual expenses for the Tourism Division is presented for FY 25 for the expenditures from January - March. TDC Tourism Promo Fund (1101) provides for marketing and promotions expenditures. TDC Program Management Fund (1104) provides the personnel and operating budget for overall Tourist Development Tax (TDT) program administration. Sports Complex (1109) and Sports Capital/Disaster (1813) provide for personnel, operating, and capital improvement budgets for the Paradise Coast Sports Complex. Fund 1109 has a committed budget of $515,800 paid by TDT funds. Museum (1107) provides the personnel and operating budget for the overall Museum administration. Up to $2 million is provided for these expenses through Tourism Development funds. TDC Non -County Museum (1103) funds are approved through the grant process by the end of the prior fiscal year. Beach Park Facilities Fund (1100), Beach Renourishment Engineering (1102), Beach Renourishment Fund (1105), Disaster Recovery (1106) and Tourism Capital Projects Fund (1108) do not necessarily expend funds in a regular periodic pattern. These funds are best evaluated on a project -by -project basis, focusing on progress toward achieving project schedules. FISCAL IMPACT: This item is for review and comment with no direct fiscal impact. LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote for approval. — CMG RECOMMENDATIONS: Staff requests the TDC review the Expenditures of Tourist Development Tax supported funds for the second quarter of Fiscal Year 2025. 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(D Z) L7 "a 7 (n Z J Q w > cc W > w > ~ Z W a O � w ~ a w a-- o O w LU Z LL w 0C 0 w D- 0 0= Independent Professional Tourism Impact Study Pickleball Courts Project Prepared for: Collier County, Florida 3299 Tamiami Trail East Naples, FL 34112 .l a Page 63 of 314 Table of Contents Table of Contents 2 EXECUTIVE SUMMARY 3 INTRODUCTION &OBJECTIVES 4 PROJECT FUNDING 6 PROJECT LOCATION AND PROJECT CONDITIONS 7 EXISTING PROJECT CONDITIONS 7 FINISHED PROJECTAND FUTURE ACTIVITIES 9 TOURISM IN COLLIER COUNTY, FLORIDA 10 PICKLEBALL IN COLLIER COUNTY, FLORIDA 12 IMPACT OF US OPEN PICKLEBALL CHAMPIONSHIPS ON LOCALTOURISM &THE ECONOMY 13 CONCLUSION AND RECOMMENDATIONS 21 POSITIVE IMPACT OF CAPITAL IMPROVEMENTS ON TOURIST -RELATED BUSINESSES IN COLLIER COUNTY 21 APPENDIX 22 APPENDIX A - COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL AUG 2024AGENDA 23 APPENDIX B -COLLIER COUNTY BOCC -THIRD EXTENSION OF AND AMENDMENT TO SPONSORSHIP AGREEMENT BETWEEN COLLIER COUNTYAND SPIRIT PROMOTIONS 25 APPENDIX C - SPIRIT PRESENTATION - 2024 US OPEN PICKLEBALL CHAMPIONSHIPS 29 APPENDIX D -EXECUTIVE SUMMARY OF RECOMMENDED THIRD EXTENSION OF AN D AMENDMENTTO SPONSORSHIP AGREEMENT BETWEEN COLLIER COUNTYAND SPIRIT PROMOTIONS 38 APPENDIXE - GULFSHORE BUSINESS NEWS ARTICLE -JULY23,2024 40 APPENDIX F -NAPLES PRESS ARTICLE - OCTOBER 4, 2024 41 APPENDIXE -US OPEN PICKLEBALL CHAMPIONSHIPS MASTER PLAN 44 APPENDIX H-GULFSHORE LIFEARTICLE, PUBLISHED MAR.31, 2025 48 APPENDIX I -THE ECONOMIC IMPACTOF PICKLEBALL: HOWTHE SPORT IS BOOSTING LOCAL ECONOMIES 53 APPENDIX J - NAPLES - MARCO ISLAND - EVERGLADES - FLORI DAS PARADISE COAST FY 2024ANNUAL REPORT 56 APPENDIX K- NAPLES, MARCO ISLANDANDTHE EVERGLADES— FLORIDA'S PARADISE COAST FY 2023 TOURISM IMPACT REPORT- NAPLES, MARCO ISLAND, EVERGLADES CVB 93 APPENDIX L- 2024-2025 ENHANCED MARKETING FUNDING REQUEST 97 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 2 of 101 Page 64 of 314 EXECUTIVE SUMMARY The Collier County Parks and Recreation Division requested an Independent Professional Tourism Impact Study to assess how proposed infrastructure improvements —outlined in the Third Extension and Amendment of the Sponsorship Agreement between Collier County and Spirit Promotions for the 2026-2032 US Open Pickleball Championships —will affect tourism -related business in Collier County, Florida. This study is required under Florida Statute § 125.0104(6)(e) for capital projects funded by tourist development tax revenues. The Collier County Tourist Development Council (TDC), a nine -member advisory body, makes recommendations to the Board of County Commissioners on how such revenues should be spent. As part of this statutory requirement, this report provides a professional, independent analysis of the proposed project's potential impact on tourism. The agreement includes the expenditure of up to one million dollars ($1,000,000) in tourist development tax funds for capital improvements at East Naples Community Park, home of the US Open Pickleball Championships. These improvements include a new championship court with a waterproof canopy and sound system enhancements designed to elevate the tournament experience and accommodate future growth. Additionally, a new elite training academy will be launching in the fall of 2025 under former pro Justin Romero. Over the last decade, the US Open Pickleball Championships have become a signature event in Collier County, drawing over 50,000 attendees and 3,250 athletes in 2024 alone. Year -over -year visitor growth and an 18% increase in hotel revenue metrics (ADR and RevPAR) underscore the event's growing economic impact. With 2025 attendance projected to exceed 60,000 spectators, the proposed improvements are expected to sustain and amplify this momentum —benefiting local hotels, restaurants, retail, and vacation rentals while reinforcing Collier County's status as the global hub for pickleball tourism. In our professional opinion, the proposed infrastructure improvements set forth in the amended agreement will have a positive and measurable impact on tourism and tourism -related businesses in Collier County, Florida. Sincerely, ADEPT Public Relations, LLC Dana Pollitt Stephanie Rosendorf-Diaz, Esq. President Senior Strategist Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 3 of 101 Page 65 of 314 INTRODUCTION & OBJECTIVES Collier County, Florida, is a popular destination for visitors and residents alike. Well known for its beaches, shopping, dining, and recreational activities, the City of Naples, located in Collier County, is considered the "Pickleball Capital of the World."' Home to the US Open Pickleball Championships since 2016, it naturally follows that infrastructure improvements for pickleball courts has been a priority for local government and community stakeholders. Specifically, the proposed project agreement at the center of this study provides for the construction of a new championship court with a waterproof canopy at East Naples Community Park's National Pickleball Center, which will be located immediately adjacent to the current championship court. The project also includes the installation of a new sound system distributed throughout East Naples Community Park. With an estimated cost of two million dollars ($2,000,000) for the project, Spirit Promotions will commit up to one million dollars ($1,000,000) toward the cost of capital improvements, and the remaining, not to exceed $1,000,000, will come from Collier County Government. Tourist development taxes are proposed to finance the portion of the expense that will be funded by the county. It should be noted that this study is not meant to be used for future projects or master plans envisioned at East Naples Community Park. Should tourist development taxes be proposed to help fund future projects, those projects would require separate professional studies under Florida law. Further, this study is not meant to be a substitute for an independent economic impact or economic feasibility study and is guided by the limited scope as outlined in the Study Methodology section of this report and Florida statute. Existing Pickleball Courts at East Naples Community Park 'Judy Leand, "What makes Naples the Pickleball Capital of the world?" Community Playmaker (Apr. 5, 2023), https://communityplaymaker.com/sgotl ight/what-makes-naoles-the-Picklebal l-capital-of-the-world/. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 4 of 101 Page 66 of 314 STUDY METHODOLOGY As referenced in the Executive Summary, this Tourism Impact Study was conducted as required by Fla. Stat. § 125.0104(6)(e). Relevant sections of the statute are included here, as follows: 6. To acquire, construct, extend, enlarge, remodel, repair, improve, maintain, operate, or finance public facilities within the boundaries of the county or subcounty special taxing district in which the tax is levied, if the public facilities are needed to increase tourist -related business activities in the county or subcounty special district and are recommended by the county tourist development council created pursuant to paragraph (4)(e). Tax revenues may be used for any related land acquisition, land improvement, design and engineering costs, and all other professional and related costs required to bring the public facilities into service. As used in this subparagraph, the term "public facilities" means major capital improvements that have a life expectancy of 5 or more years, including, but not limited to, transportation, sanitary sewer, solid waste, drainage, potable water, and pedestrian facilities. Tax revenues may be used for these purposes only if the following conditions are satisfied: a. In the county fiscal year immediately preceding the fiscal year in which the tax revenues were initially used for such purposes, at least $10 million in tourist development tax revenue was received; b. The county governing board approves the use for the proposed public facilities by a vote of at least two-thirds of its membership; c. No more than 70 percent of the cost of the proposed public facilities will be paid for with tourist development tax revenues, and sources of funding for the remaining cost are identified and confirmed by the county governing board; d. At least 40 percent of all tourist development tax revenues collected in the county are spent to promote and advertise tourism as provided by this subsection; and e. An independent professional analysis, performed at the expense of the county tourist development council, demonstrates the positive impact of the infrastructure project on tourist -related businesses in the county. While conducting the study, our team completed a site visit, interviewed several individuals, and reviewed documents, presentations, resolutions, news articles, and other relevant materials to have a thorough understanding of project characteristics as well as the history of pickleball in Collier County. We evaluated the existing conditions while considering the benefits of the project for the project area and the greater community when making conclusions for this study. Additionally, we reviewed a presented project master plan that is not part of the infrastructure improvements being contemplated as part of this independent study, but was worth examining, as it relates to potential future development plans and improvements at East Naples Community Park. 4 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC r L 5 of 101 Page 67 of 314 PROJECT FUNDING SPONSORSHIP AGREEMENTBETWEEN COLLIER COUNTY AND SPIRIT PROMOTIONS THIS THIRD EXTENSION aad AMENDMENT (this "AmendmanP') is made and entered into this day of . 2024, by and between Collier County, a political subdivision of the State of Florida ("County'), and Spirit Promotions, LLC, an Illinois limited liability company ("Spirit Promotions') authorized to do business in Florida. RECITALS: WHEREAS, the Parties entered into a Sponsorship Agreement dated February 12, 2019 (as subsequently amended, the "Agreement') a copy of which is attached to this Amendment, wherein Spirit Promotions the to promote, market and present the 2019 through 2021 U.S. Open Pickleball Championships, to lake place at Collier County's East Naples Community Park (' ENCP'7 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 entered into a Second Extension and Amendment of the Agreement on January 9, 2024, which extended the Agreement through the 2025 U.S. Open Pickleball Championships; and WHEREAS, the Parties wish to extend the Agreement for an additional seven (7) years and make certain other amendments to the Agreement. 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 All by reference w if set forth fully below. 2. The term of the Agreement is hereby extended for an additional seven (7) years, ending thirty (30) days after completion of the 2032 U.S. Open Pickleball Championships (the "Term"). Accordingly, at its sole cost and expense, except as amended below, Spirit Promotions will promote, market and present the U.S. Open Pickleball Championships for the years 2025 through 2032 on the same terms and conditions m those currently set forth in the Agreement, as amended. There is no right to renew by either party. 3. The payment schedule provisions of Paragraph 3A fi-iii) are han by deleted in the' C tv d 1 cad follows, yap Regarding project funding, in August of 2024, the Collier County Tourist Development Council (TDC) unanimously recommended that Collier County spend $2.09 million in tourist development tax funds to extend a sponsorship agreement and build six more covered US Pickleball Open Championship courts. Specifically, the TDC recommended spending $1.05 million over seven years to extend Spirit Promotions' agreement for the 2026-2032 championships and up to one million dollars ($1,000,000) for a new sound system at East Naples Community Park and six championship courts covered by a waterproof canopy that also will house the US Open Pickleball Academy.2 Spirit Promotions will match the $1,000,000 capital improvements payment. The vote includes spending up to $40,000 for an infrastructure project study, which is required by the state to demonstrate the project improvements will have a positive impact on tourism -related business activities in the County. Thereafter, the Collier County Board of County Commissioners voted unanimously on September 24, 2024 to spend $1.05 million over seven years to extend Spirit Promotions' agreement for the 2026-2032 championships, and up to one million dollars for a new sound system and six new championship courts covered by a waterproof canopy that also will house the US Open Pickleball Academy. Spirit Promotions will match the county's $1 million capital improvements payment.3 Please see Appendix Items A and B for more information on the funding agreements referenced above. 2 Swift, A., "Collier TDC recommends long-term US Open Picklebal I Championship contract;' Gulf Shore Business (Aug. 21, 2024), https://www.,QuIfshorebusi ness.com/col I ier-tdc-recommends-lone-term-us-open-oicklebaI l-championship-contract/. 3 Swift, A., "Collier OKs long-term pickleball contract, improvements," Naples Press (Oct.4, 2024), https://www.naplesr)ress.com/2024/10/04/CoI I ier-oks-long-term-Picklebal I -contract -improvements/ Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 6 of 101 Page 68 of 314 PROJECT LOCATION AND PROJECT CONDITIONS EXISTING PROJECT CONDITIONS The site of this project is the National Pickleball Center (NPC), a publicly owned, privately operated facility located at East Naples Community Park at 3500 Thomasson Drive, Naples, Florida 34112. As the largest pickleball training facility in the world, the NPC has fifty-nine (59) pickleball courts and six (6) championship courts available to members of the public.4 The proposed project is located in the area identified in the map below as courts 34-39. US NATIONAL �PICKLEBALL QP CENTER u5opnpc.com 239-319-8640 15 LIGHTEN COUNTS • PNOIHOP • CLINICS AND LESSONS US Open National Pickleboll Center Campus Mop a PARKING LEVEL 3.5 139 138 E37 33 ,32 31 Y Y 1361 1351 ,34 301 1291 1281 L123111221I 1 I I ®® WPARKING 4 Bob Bowman, email message to study authors, April 10, 2025. �59 158FME :�56 ®r, NUNN LEVEL 4 �W iW 4.0• ■■ Y 149 :48 1� 146 146 © 1�'Y I142 [ ;Y 0WW I 0 USUP NPC WELCOME CENTER FIT a0 AT OLEVEL121 120 119 118 117 E�. 3.0 Y Y Y 115 1141,13 11211111:101. INNo= WN i PRACIICE LEVEL Y 1025 , 6 Y WALL COMMUNCiP OPEN COURTS :3 PARKING Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 7 of 101 Page 69 of 314 In addition to the 59 pickleball courts and six pickleball championship courts, the site also contains a Pickleball Welcome Center and a National Pickleball Center (NPC) offering clinics, training, match play, and retail sales and rentals. The Center also hosts an elite NPC Training Academy. The aerial image below on the far left-hand side of the page is of East Naples Community Park and the existing pickleball courts and other facilities. The proposed project is located in the southeastern corner of the park, which includes six existing pickleball courts (far right-hand side image below). The proposed project location is immediately adjacent to the south of the existing blue canopy -covered pickleball courts. The blue canopy -covered pickleball courts are currently where the US Open Pickleball Championship matches are played. The US Open Pickleball Championships, which have taken place at East Naples Community Park since 2016, have been described as "a mesmerizing spectacle that attracts top players from around the globe where visitors can witness jaw -dropping action, feel the electric energy, and become a part of history in the making."' More information and details on the US Open Pickleball Championships will be discussed in later sections of this document. 'East Naples Community Park, Collier County Parks & Recreation, http,;-//www.c.ollierpark,;.cnm/Collip.r park/Past-napl sP c�inityy-12ark/. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 8 of 101 Page 70 of 314 FINISHED PROJECTAND FUTURE ACTIVITIES As mentioned in prior sections of this report, the project's completion includes a new championship court at East Naples Community Park with a waterproof canopy located immediately adjacent to the current championship court. This court will also house the National Pickleball Center Training Academy. Further, there will be a new sound system throughout the park. According to Bob Bowman, business partner of Pick IebaI14America co-founder and CEO Mike Dee, the National Pickleball Center Training Academy currently employs 17 instructors and anticipates delivering approximately 12,000 hours of instruction in 2025—representing a 20% increase over 2024. Historically, more than 80% of all instruction takes place between November and April. Looking ahead, the Academy's goals are twofold: first, to enhance and expand instruction during the busy season, and second, to launch and grow the Academy's presence during the traditionally slower off-season months.6 The Academy will launch its promotional efforts during this year's 2025 US Open. The Academy's programming will focus on offering mixed, multi -day sessions that combine intensive pickleball instruction in the morning or afternoon with a variety of curated local experiences in Naples. These include beach outings, golf, shopping excursions, dining, spa and beauty treatments, biking, and visits to top attractions such as the zoo and botanical gardens. The Academy is actively engaging with hotels in the area to offer these packages as a comprehensive, pickleball-centered vacation experience that also highlights the many other amenities and activities Naples has to offer. As will be discussed within the following sections of this report, the tourism industry is a critical component of Collier County's economy. With pickleball an increasingly popular recreational activity and the region's reputation as a world -class sports destination, once finished, the project improvements are expected to attract more players and visitors. Thus, the improvements will help contribute to increased tourism numbers, which is a key priority for Collier County government.' 6 Bob Bowman, email message to study authors, April 10, 2025. 'Agendas & Minutes - Collier County Board of County Commissioners Meeting - November 12, 2024, httgs://col I iercofl.00rta l.civicclerk.com/event/96/files/attachment/2403 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 9 of 101 Page 71 of 314 TOURISM IN COLLIER COUNTY, FLORIDA Tourism is a primary economic engine in Collier County, Florida.' As a whole, Collier County residents benefit from the tourism industry through enhanced amenities in the community and through tax savings, as tourist development taxes pay for local beach renourishment, inlet management, beach park facilities programs, county museum operations, special events, destination marketing through the Convention and Visitors Bureau (CVB), and promotion of local tourism businesses.' According to the Naples - Marco Island - Everglades Convention and Visitor's Bureau (CVB), in Fiscal Year 2024, the region had over 2.7 million visitors, an increase of 4.6% from FY 2023.10 Along with an increase in visitors came an 8.8% increase in FY 2024 room nights and a 7.2% increase in visitor days. FY I VISITATION METRICS FY24 VISITORS 217593700 294rn 19 2.76rn + 4.6% from FY23 FY24 ROOM NIGHT. 21698,100 2.70 m 2.48 n +8.8%from FY23 riS FY23 ■ FY24 downs & St. germain R E S E A R C H Y24 VISITOR DAYS 16,912,500 1691m 15.78m Ed + 7.2% from FY23 a NAPLES • MARCO ISLAND EV£flGLADES.. Source: Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) FY2024Annual Report 8 Collier County, Tourist Development Council, Collier County Government, https://www.col I iercountvf.eov/government/advisorv-boards-and-authorities/tourist-development-counci I 9 Ibid. 10 Naples -Marco Island -Everglades Florida's Paradise Coast, FY2024Annual Report, last accessed Apr.08, 2025„ https://www.Darad isecoast.com/s ites/defau It/fi les/2024-12/Naples%20M arco%201 sland%2OEver2lades%20FY2024%20 Report%20-%20AD A%20Compliant.Ddf Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 10 of 101 Page 72 of 314 COLLIER COUNTY TOURISM IMPACT BY THEN UMBERS While Hurricane Ian brought tourism challenges to the Paradise Coast region in the first quarter of FY 2023, the region showed great resilience, in large part due to its appeal to international markets and group business.11 In fact, direct visitor spending in FY 2023 generated $2,534,605,700, with a total of 1,631,200 visitors to Florida's paradise coast and nearly $46 million in revenue generated from tourist development taxes.12 Regarding impact on employment and wages, tourism supported 28,780 jobs and total wages of $1,251,836,500 in FY 2023 in Collier County.13 DETAILED METRICS & MARKET INSIGHTS KEY METRICS VISITORS TO FLORIDA'S PARADISE COAST IN FY2023 2,631,200 ............ HOTEL ROOM NIGHTS WiW 2,474,000 DIRECT VISITOR SPENDING $2,534,605,700 ECONOMIC CONTRIBUTIONS TOTAL ECONOMIC IMPACT $3,594,347,800 TAX COLLECTION $45,721,318 VISITOR pDEMOGRAPHICS � 11 11 n PRIMARY REASONS FOR TRAVEL VISITING FAMILY/FRIENDS TRAVEL PARTIES COUPLES AND FAMILIES mom MARKET INSIGHTS & EMPLOYMENT INTERNATIONAL & DOMESTIC INSIGHTS INTERNATIONAL OUT—OF—STATE' FLORIDA VISITATION 1,921,700 MARKET SHARE 279,200 62 4% 709,500 *2.9% YOY —35.3% YOY 27% �11.6% YOY 'FY23Nsltatlon ssgnif dy impacted by Hurricane bn, though loss o(Inventory and domestk vlsftawo . EMPLOYMENT & WAGES �t TOTAL WAGES $1,251,836,500 Source: Naples, Marco Island, Everglades CVB FY2023 Tourism Impact Report MW It - swo,Oss l JOBS SUPPORTED 28,780 11 Tusa, J., & Naples, Marco Island, Everglades CVB. (2023). FY2023 Tourism Impact Report, https://www.paradisecoast.com/sites/default/files/2024-07/CCT-0833 - FY23 Annual Report Website Bloe - Proof2.odf 12 I bid. 13 I bid. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 11 of 101 Page 73 of 314 PICKLEBALL IN COLLIER COUNTY, FLORIDA Overall, pickleball has witnessed explosive growth in the United States over the last decade. According to the Sports & Fitness Industry Association (SFIA), pickleball is one of the fastest -growing sports in America, with participation rates increasing by over 21% in 2021 alone.14 As mentioned, the City of Naples, located within Collier County, is known as the "Pickleball Capital of the World," attracting players of all skill levels. The area contains numerous pickleball courts in both public and private facilities." Collier County is the home of several major tournaments, most prominently the US Open Pickleball Championships at the National Pickleball Center (N PC) at East Naples Community Park. In addition to East Naples Community Park, the graphic below from Pickleheads.com displays approximately 25 sites and facilities across Collier County that contain approximately 178 pickleball courts, illustrating the extraordinary popularity of the sport in the region, which continues to grow for both residents and visitors of Collier County, Florida. V P ICa U Naplc� Naples Ma 17 am Marc L vx Avc Picayune Strand State Forest 41 Fakahatc©e Strand Preserve State Park <t at Source: Pickleheads.com "'As Pickleball Continues Unprecedented Growth in Every Age Group and Region for Third Straight Year, Significant Investments Still Needed for Court and Facility Demand;' SFIA (2024), https://sfia.ore/resou rces/as-pickleba I I-conti nues-unprecedented-erowth-i n-every-aee-erou o-and-reeion-for-third-straight-yea r-significant-i nv estments-still-needed-for-court-and-facility-demand/ 15 ,Naples Earns Its Title as the Pickleball Capital of the world:' Naples Florida Life (Apr. 26, 2024), https://naplesfloridal ife.com/articles/b/naples-earns-its-title-as-the-pickleball-capital-of-the-world. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 12 of 101 Page 74 of 314 IMPACT OF US OPEN PICKLEBALL CHAMPIONSHIPS ON LOCAL TOURISM & THE ECONOMY US Open Pickleball Championships set records BYAISLING SWIFT JULY 23, 2024 PHOTO CREGIT:GETTY IMAGES Overall, one of the most direct ways pickleball impacts local economies through tourism is with pickleball tournaments that attract thousands of participants and spectators.16 These tournaments often take place over several days, filling local hotels, restaurants, and shops with visitors. For example, the 2024 US Open Pickleball Championships at East Naples Community Park from April 26-May 3, 2024 aired on CBS Sports Network and drew top players worldwide, including No. 1 champion Anna Leigh Waters.17 According to the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB), there have been noticeable increases year -over -year in the number of visitors and overnight trips at the US Open Pickleball Championships since it was first hosted at East Naples Community Park in 2016.18 In fact, according to the CVB, nearly all Florida registrants in 2024 came from outside Collier and Lee Counties, with Miami -Ft. Lauderdale being #1, followed by Tampa, St. Petersburg, and Orlando, which includes Daytona and The Villages. Speaking about the tournament's success, Pickle baI14America co-founder and CEO Mike Dee notes that "It was by all accounts the most successful and most well -attended US Open Pickleball Championships in history"" The 2024 championship drew 51,000 visitors, up from 41,000 in 2023, including 3,250 players and 460 pros, compared with 850 players and 6,000 spectators in 2016. Additional statistics included the following: • Medals were awarded in more than 260 events, plus a record $150,000 in prize money. • For 2,800 spots in 5,000 matches, there were 5,200 registrants from 50 states and 31 countries. • 73% of participants were 50 years or older, and 42% were women. • Admission is free, except for the championship court area, where there were three buyers for each ticket. 16 The Economic Impact of Pickleball: How the Sport is Boosting Local Economies, Kona, Sept. 4, 2024, at https://konaoficialusa.com/blocs/news/the-economic-impact-of-pickleball?srsltid=AfmBOooJFMxc3i0a6CmYXi8c3ZdCDOSQdbdVA5NWis o5 xwVFKaHIU5v. 17 Swift, A., US Open Pickleball Championships set records, Gulfshore Business (Jul. 23, 2024), https://www.gulfshorebusi ness.com/us-open-pickleball-championships-set-records/ 18 Pickleball4America US Open Pickleball Championships Presentation (available in Appendix) " US Open Pickleball Championships set records, Gulfshore Business, Oct. 4, 2024, at https://www.culfshorebusi ness.com/us-open-Pickleball-championships-set-records/. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 13 of 101 Page 75 of 314 According to Pickleball4America, the number of players in the US Open Pickleball Championships has increased from 850 players in 2016 to 3,250 players in 2024.20 There were also 6,000 spectators in 2016, but by 2024, over 50,000 were in attendance. The events were also live -streamed on CBS Sports Network, Pickleball Channel, and other Pickleball TV platforms. The total audience reach of the three broadcast platforms was 14.74 million people with a total broadcast value of $515,000. Year -over -Year Insights 7F US OPEN 2016 2017 2018 2019 2021 2022 2023 2024 HISTORY Players SSO 1200 1900 2100 2100 2880 3048 3250 so States STATES Represented '�' 42 47 48 48 49 50 cou31 ntries in 2024 Spectators 6,o00+ 8.000+ 9,000+ 17,000+ 24,000+ 35,000� 39,5CC, 50,000+ Source: PicklebeUAmerica US Open PfckfebaiiChampionships There were also noticeable increases in the share of visitors and share of overnight trips at the 2024 US Open Pickleball Championships compared to 2023, and nearly all Florida registrants came from areas outside Collier and Lee Counties.21 The top five Visitor Market Areas for the 2024 tournament were 1-Miami-Fort Lauderdale, 2-Tampa-St, Petersburg, 3-Orlando-Daytona Beach -Melbourne, 4-Chicago, followed by 5-New York. 20 Pickleball4America US Open Pickleball Championships Presentation (available in Appendix) 21 Smith Travel Research; Compared April 13-20, 2024 to April 15-23, 2023 (from Spirit 2024 Presentation) Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 14 of 101 Page 76 of 314 Destination Key Performance Indicators I Event Dates YOY -.17% Occupancy Nate: Supply Increased by 12.2%YOY, causing Occupancy to d—ll— +18,68% ADR Source: Smith Travel Research, Compared April 73-20, 2024 to April 75-23,2023 4 +18.51% RevPAR Further, according to Smith Travel Research, average daily rates (ADR) and revenue per available room (RevPAR) increased year over year (2024 compared to 2023) by 18.68% and 18.51%, respectively22 For the purpose of this tourism impact study, rising ADR and RevPAR during events can indicate that the event is attracting visitors who are spending more and increasing demand. ESTIMATED 2025 US OPEN PICKLEBALLCHAMPIONSHIPS ATTENDANCE &SPENDING Using linear growth, a conservative approach, and based on attendance from the US Open Pickleball Championships in 2022, 2023, and 2024, the 2025 US Open Pickleball Championships could have an estimated -3,450 to 3,500 players and 60,000+ spectators. Regarding visitor spending potential, with ADR and RevPAR both increasing by -18.5% from 2023 to 2024, if visitation grows similarly for the 2025 championships, a 15-20% increase in hotel and local tourism revenue is a reasonable estimate. Players: 2022: 2,880 2023: 3,048 +168 2024: 3,250 +202 2025 estimate: -3,450 to 3,500 Spectators: 2022: 35,000 2023: 39,500 +4,500 2024: 50,000 +10,500 2025 estimate: If this growth keeps pace, 60,000+ spectators is realistic. 22 I bid. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 15 of 101 Page 77 of 314 COMPARISON AND COMPETITIVE ADVANTAGE Compared to other major pickleball events nationwide, which most often host between 500 to 1,500 players and regional audiences, the US Open Pickleball Championships attracted over 3,250 athletes and more than 50,000 spectators in 2024.23 In fact, one of the event's taglines is "The Biggest Pickleball Party in the World®!1121 Unlike many events that rotate locations or rely on temporary setups, Collier County benefits from the permanent East Naples Community Park facility, which hosts 64 courts and has become a year-round destination for the sport. This infrastructure gives Collier County a strategic advantage in retaining and growing the event, while also supporting tourism all year round. In fact, for this year's (2025) tournament, the US Open Player Lottery exceeded previous records with over 6,000 players from all 50 states and 40 countries entering for their chance to participate.25 The combination of size, venue quality, and number of visitors drawn to the site positions Collier County as a national leader in pickleball tourism. Furthermore, as an established and robust local pickleball community, Collier County fosters a welcoming environment for pickleball enthusiasts of all levels, enriching the tourism experience with a sense of belonging and making it more likelyfor visitors to return. "Swift, A., US Open Pickleball Championships set records, Gulf shore Business (Jul. 23, 2024), https://www.euIfshorebusi ness.com/us-open-pickleball-championships-set-records/ 24 US Open Pickleball Championships - Registration, US Open Pickleball (accessed Apr. 1, 2025), https://www.usopenpickleball.com/event-guide/registration 25 The 2025 US Open Pickleball Championships is Set for a Record -Breaking Year, The Pickler (Mar. 20, 2025), https://thepickler.com/pickleball-blog/2025-us-open-picklebal I-record-vear/ Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 16 of 101 Page 78 of 314 STAKEHOLDER INPUT& LOCALNISITOR PERSPECTIVE On Friday, February 21, 2025, Mr. Dana Pollitt from ADEPT visited East Naples Community Park and took a tour of the entire facility. During the site visit, Mr. Pollitt interviewed Collier County Division Director for Parks & Recreation, Mr. James Hanrahan, along with Mr. Michael Ossorio, Regional Manager, Collier County Parks & Recreation, and Mr. Bob Bowman, Co -Founder of Pickleball4America, the National Pickleball Center, and the US Open Pickleball Championship. As part of the site visit, we spoke to players and employees at the facility. We acknowledged a large number of players and visitors were from out of state by talking with them and by walking up and down the parking lots, looking at vehicle license plates from around the country. Several members mentioned that they reside in Collier County as a second home, while others were on vacation and wanted to experience the facility. Some players indicated they have been playing for years, are repeat customers, or returning members at the facility. Each indicated plans to return to the facility. Further, community stakeholders have spoken on the record at public meetings in support of the US Open Pickleball Championships and the positive economic impact generated by the tournament at East Naples Community Park. For example, at the September 24, 2024, Collier County Commission meeting, Paige Rhodes, sales director for Edgewater Beach Hotel and Capri Inn, said the following: "This event brings increased visitors to our hotels during a time that we historically see a slowdown after Easter," Rhodes said. "We have seen the positive impacts of this event and have seen increased occupancy year -over -year during the championship dates.... I am excited to see the launch of the Pickleball Academy and think this will be a positive addition for our residents, as well as attract more guests to our hotels during needed times."Z6 Additionally, Mike Dee, co-founder and Chairman of Pickleball4America, the organization that owns the US Open Pickleball Championships, has stated that Picklebal14America's ultimate goal is "nearly doubling participation to 6,000 players in coming years and adding more courts to match —part of a master plan submitted to the county."27 In fact, in the fall of 2025, a new pickleball academy is starting at the project site and will be led by Justin Romero, a former Top 30 pickleball professional. This new offering will provide a unique training opportunity that will further cement Collier County as the pickleball capital and attract additional players and pickleball enthusiasts who will contribute to the local economy when comingtotrain atthefacility. ze Swift, A., "Collier OKs long-term pickleball contract, improvements;' Naples Press (Oct.4, 2024), https://www.naplespress.com/2024/10/04/Col I ier-oks-lone-term-picklebaI I -contract -improvements/ 27 Samantha Garbarini, "Naples Pickleball Evolution: US Open Championship Under New Leadership;' Gulfshore Life (Mar. 31, 2025), https://2ulfshorel ife.com/wel I ness/sporting-I ife/pickleballs-new-era-in-naples/ Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 17 of 101 Page 79 of 314 LODGING Collier County collects millions of dollars each year from hotel bed taxes, with revenue increasing as more tourists come to Collier County. In terms of lodging trends, according to the Naples -Marco Island -Everglades Convention and Visitors Bureau (CVB), hotel occupancy was 4.4% higher (66.9%) in December 2024 compared to December 2023.28 Collier County is also experiencing a greater number of international visitors, with international visitation increasing by 14% in the first quarter of this year. The annual US Open Pickleball Championships are a major generator of revenue and business in Collier County, with hotels benefiting from the influx of visitors drawn to the tournaments. When looking at lodging in Collier County during the tournament in 2024 compared to 2023, average daily rate (ADR) increased by 18.68%, with revenue per available room (Rev PAR) increasing by 18.51%. An increase in ADR suggests that visitors are willing to spend more per night on their accommodation, which can be a sign of increasing demand. Similarly, if RevPAR is increasing, it generally signals that more people are visiting the area and filling hotel rooms at higher rates. This is likely due to greater tourism in the region during the US Open Pickleball Championship, which will continue to increase as attendance at the tournament increases. 28 Smith Travel Research; Compared April 13-20, 2024 to April 15-23, 2023 (from Spirit 2024 Presentation) Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 18 of 101 Page 80 of 314 Furthermore, as part of this Independent Study, we identified numerous vacation rental providers located near East Naples Community Park, the site of the project improvements. Collier County benefits significantly from taxes collected on short-term vacation rentals, including those listed on platforms like Airbnb and VRBO. There are dozens of vacation rentals located near East Naples Community Park on the platforms VRBO and AirBnb, respectively, as shown in the maps below. Vacation rentals attract tourists and visitors, generating direct revenue for Collier County as well as local businesses when tourists spend money at local retail, shops, restaurants, and other institutions. The project improvements set forth in the amended agreement are anticipated to lead to additional tourist activity, resulting in additional revenue for Collier County government. _ a 0 VRBO Oeft)29 and Air Bnb (right) Ustingss30 29 VRBO Search - East Naples Community Park (last accessed Mar. 18, 2025), VRBO.com "AirBnb Search - East Naples Community Park (last accessed Mar. 18, 2025), httos://www.airbnb.com/s/East-Naples-Community-Park--Naples--FL Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 19 of 101 Page 81 of 314 PROPERTYVALUES In addition to the direct impact on local tourism -related businesses generated by the influx of tourists each year for the US Open Pickleball Championships, pickleball courts in a community can lead to increased property values. According to the Zillow Group, pickleball references in listings increased 64% in 2023 as more individuals and families sought homes with easy access to pickleball courts.31 To that end, the improvements and additions to the National Pickleball Center at East Naples Community Park, as well as possible future expansion, could financially benefit residents in the surrounding area through increased property values while also making the region more appealing to prospective residents attracted to pickleball. ENVIRONMENTALAND HEALTH IMPACTS By promoting physical activity and community engagement along with sustainable practices, the improvements to the pickleball court facilities at East Naples Community Park as set forth in the amended agreement can have a positive impact on health and the local environment by encouraging healthier, more active lifestyles for both residents and tourists visiting the area, along with further contributing to neighborhood pride and social cohesion." In fact, a 2024 article titled "Pickleball Participation and the Health and Well-BeingofAdults-AScoping Review;' published in the Journal of Physical Activity and Health, confirms there are documented health benefits of using pickleball as a physical exercise intervention for adults." " Pickleball courts are Zillow's latest home hunting trend, ZiIlow (Aug. 02, 2024) at https://DickIebaII.com/culture/pickIebaI l-courts-are-zi I lows -latest -home -hunting -trend. 32 Sustainable Swings: How Pickleball is Making a Positive Environmental Impact, Own Energy (Sept.11, 2023), at https://www.ownenerev.net/sustainable-swings-how-picklebal I-is-maki ne-a-positive-environmental-impact 33 Kim Stroesser, Adam Mulcaster, and David M. Andrews, "Pickleball Participation and the Health and Well -Being ofAdults—A Scoping Review," Journal of Physical Activity and Health, 2024, 21, 847-860, https://doi.or,�,,/10.1123/ir)ah.2024-0092 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 20 of 101 Page 82 of 314 CONCLUSION AND RECOMMENDATIONS POSITIVE IMPACT OF CAPITAL IMPROVEMENTS ON TOURIST -RELATED BUSINESSES IN COLLIER COUNTY In conclusion, pickleball continues to grow across the country and in Collier County. With rising attendance year over year at the US Open Pickleball Championships and increased amenities available at the National Pickleball Center at East Naples Community Park, Collier County can further position itself as the leading destination in the world for the sport. Additional tourists are anticipated to contribute more revenue to the local economy each year as the tournament grows through increased visitation, longer stays, and increased sales for local businesses. Beyond the annual tournament, Collier County supports pickleball's local growth all year round by adding more training facilities, amenities, and programs to attract the top players and talent. In addition to financial benefits, expanding pickleball facilities aligns with the region's reputation as a destination for active and healthy lifestyles, offering new experiences for visitors and residents alike. The positive economic impact, coupled with enhanced appeal to tourists and all pickleball enthusiasts, will help Collier County remain a competitive and vibrant destination for years to come. For those reasons, and based on the supporting evidence published within this report, it is our professional opinion that the capital infrastructure improvements included within the Third Extension and Amendment to the Sponsorship Agreement between Collier County, Florida and Spirit Promotions will have a positive impact on tourism and tourist -related businesses in Collier County, Florida. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 21 of 101 Page 83 of 314 APPENDIX Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC Oft- IlIffill 22 of 101 23 of 101 APPENDIX A -COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL AUG 2024AGENDA August 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. July 16, 2024 TDC Meeting Minutes 5. Presentations A. Executive Director Update 1. Executive Director Update and Tax Collection Report 6. Consent Agenda -.ill 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 7. New Business A. Coastal Zone Management 1. Recommendation to award Invitation to Bid ("ITB") No. 24-8234, "Collier County Dune Restoration Planting - 2024," to EarthBalance Corporation in the amount of $1,284,920.45, and in ake a finding that this item promotes tourism. (Project 33870) B. 'Tourism Division 1. To approve Tourist Development Tax Grant Applications for FY 2024-2025 Marketing Grants (Category B) ($78,000) and Non -County Owned/Operated Museums (Category C-2) (S672,000), for a total of $750,000, and make a finding that these expenditures promote tourism. 2. Recommendation to approve a 3-year Sponsorship Agreement with FC Naples for a total tourist development tax expenditure of$447,000 for the United Soccer League (USL) 2025-2027 seasons and make a finding that this item promotes tourism. Collier C—ty Tourist Development Council Page 2 Printed 811612024 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 23 of 101 Page 85 of 314 August 2024 3. 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 51,050,000, approve the expenditure of up to $1 million for capital improvements at ENCP, approve an allocation of up to 540,000 For an infrastructure project stud, for a total or $2,090,000, and make a finding that this item promotes tourism. S. Old Business Ten Minute Break 9. Marketing Partner Reports A. Marketing Partner Reports 10. Tourism Staff Reports A. Tourism Staff Reports B. PCSC Drone Show Event Overview Presentation it. Council Member Discussion 12, Next Scheduled Meeting A. TDC -Next fleeting Date -September 17, 2024 13. Adjournment Collier Cuimry Tourist De velopment Council Page 3 Primed &11612024 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 24 of 101 Page 86 of 314 APPENDIX B-COLLIER COUNTY BOCC-THIRD EXTENSION OF AND AMEN DM ENT TO SPONSORSHIPAGREEMENT BETWEEN COLLIER COUNTY AND SPIRIT PROMOTIONS THIRD EXTENSION AND AMENDMENT OF SPONSORSHIP AGREEMENT BETWEEN COLLIER COUNTY AND SPIRIT PROMOTIONS THIS THIRD EXTENSION and AMENDMENT (this "Amendment") is made and entered into this day of , 2024, by and between Collier County, a political subdivision of the State of Florida ("Coun "), and Spirit Promotions, LLC, an Illinois limited liability company ("Spirit Promotions") authorized to do business in Florida. RECITALS: WHEREAS, the Parties entered into a Sponsorship Agreement dated February €2, 2019 (as subsequently amended, the "Agreement") a copy of which is attached to this Amendment, 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 Bast Naples Community Park ("ENCP") 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 entered into a Second Extension and Amendment of the Agreement on January 9, 2024, which extended the Agreement through the 2025 U.S. Open Pickleball Championships; and WHEREAS, the Parties wish to extend the Agreement for an additional seven (7) years and make certain other amendments to the Agreement. WITNESSETII: 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 Agreement is hereby extended for an additional seven (7) years, ending thirty (30) days alter completion of the 2032 U.S. Open Pickleball Championships (the "'Perm"). Accordingly, at its sole cost and expense, except as amended below, Spirit Promotions will promote, market and present the U.S. Open Pickleball Championships for the years 2025 through 2032 on the same terms and conditions as those currently set forth in the Agreement, as amended, There is no right to renew by either party. 3. The payment schedule provisions of Paragraph 3A 6-iii) are hereby deleted in their entirety and replaced as follows: Ir W J Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 25 of 101 Page 87 of 314 A. Pavment of annual Sponsorship Fees during each year of the Term in the following amounts as follows; i Three Hundred Thousand Dollars 304 000.00 in 20269 ii Two Hundred Fifty Thousand Dollars 250 000.00 in 2027• iii Two Hundred Thousand Dollars 200 000.00 in 2028, iv One Hundred Fifty Thousand Dollars 150 000.00 in 2029• v One Hundred "Thousand Dollars 100 000.00 in 2030• and vi Fifty Thousand Dollars 50000.00 in 2031. 4. Bach year, the annual Sponsorship Fee shall be due and pgyable for such year as follows: A. $50 000 of each annual Sponsorship Fee shall be paid to Spirit Promotions within 45 days of the Count 's receipt of a Spirit Promotions invoice with written notice b Spirit Promotions that it has commenced registration for each ear's U.S. Open Pickleball Cham ionshi s. Such notice will provide documentation evidencing that the event has officially opened, which documentation may include proof of media placement for the event such as social media promotion, c-newsletters, digital advertising, website updates, and Pickleball related websites such as the Academy and Pickleball Chartnel websitc banner ads. All marketing, promotion and advertising must include the CVB too as rovided by Collier County to Spirit Promotions. B. UR to $185,000 of each annual Sponsorship Fee (not to exceed, together with the portion of the Sponsorship Fee aid pursuant to clause 6) above the total Sponsorship Fee owed for such year) shall be Paid shall be paid to Spirit Promotions within 45 days from the conclusion of each year's U.S. Open Pickleball Championships and upon receip of a Spirit Promotions invoice. C. Up to $65,000 of each annual Sponsorship Fee (not to exceed,. together with the portion of the Sponsorship Fee paid pursuant to clauses (i) and ii above, the total Sponsorship Fee owed for such year) sh_ali he paid to Spirit Promotions upon receipt of a Final invoice from Spirit Promotions following_ each year's U.S. Open Pickleball Championship D, Eaeb year, Spirit Promotions shall provide proof that the event was broadcasted and live streamed as agreed to and provide the following: i Documentation of attendancelnvemi ht accommodations stays and direct visitors spending by event participants and sNetalors. Documentation_ must be submitted within 30 days fallowing completion of the tournament. S Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 26 of 101 Page 88 of 314 (ii) The public announcement of the final results of the U.S. Open PickIehal] Championships shall not be released until Spirit Promotions and the CVB staff' have met and are in NO a reemeni with the final results of event attendance number of participants, direct visitor spending and the number of room nights in hotels and other alternate accommodations as a result of the event, The result of these results will be reported as a joint statement and report from botlr Spirit promotions and the CVB. (iii) The final invoice shall be submitted to the County within 60 days following the last day of the US. Open Piekleball Championships that was Oust held, All invoices are payable in compliance with .Florida's Prompt Payment Act_ The County may deduct from this final_ payment any outstanding fees awed to Collier County in connection with this event. 5. Spirit Promotions will commit an amount up to One Million Dollars ($1,000,000,00)_toward the cost of capital improvements to ENCP, which will be used for (a) construction of a new championship court with a waterproof canopy on the courts immediately adiacent_to the current championship court, and (b) the installation of a new sound system distributed throughout ENCP. Notwithstanding the foregoing, the total cost of improvements shall be shared equally by Spirit Promotions and the County, subject to the requirements in Section 125.0104(5)fa)6, Fla. Stat. for public facilities. Neither party shall be required to contribute more than One Million Dollars ($1,000,000.00) toward such improvements. A. No more than 70 percent of the cost of the proposed public facilities will be Paid for with tourist development tax revenue, and B. An independent professional analysis performed at the expense of the Tourist Development Council, must demonstrate 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. 6. During the Term of this Agreement, other than the Naples Pickieball Center Paddletek Championship oLLYanized by the ENCP pickleball concessionaire and historically planed the first weekend of February, the County may not host -sponsor -or authorize any other 7. Except as set forth above, all other terms and conditions of the Agreement, as amended, continue in full force and effect. [Remainder of page intentionally left blank.] cAo Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 27 of 101 Page 89 of 314 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. ATTEST: BOARD OF COUNTY COMMISSIONERS COLLIER COUNTY, FLORIDA By: Name: Title: Approved as to form and legality: SPIRIT PROMOTIONS, LLC I3y/y("1 Name: Mi haeo: [Dee Title: Manager Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 28 of 101 Page 90 of 314 APPENDIX C -SPIRIT PRESENTATION - 2024 US OPEN PICKLEBALL CHAM PIONSH I PS 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. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 29 of 101 Page 91 of 314 Key Insights There was an estimated attendance of 50,000 at the US Open Pickleball Championships, which is a 22 /o 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 tc 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. Destination Key Performance Indicators I Event Dates YOY =917% Occupancy Note: Suppfy increased by 12.2% YOY, causing Occupancy Yo decline. +18.68%a ADR Source: Smith Travel Research, Compared April 13-20, 2024 to April 15-23, 2029 4 +18951% RevPAR Collier County, EL I Independent Tourism Impact Study I ADEPT Public Relations, LLC i 30 of 101 Page 92 of 314 Visitor Insights Visitors % of Total YoY 2024 0 2023 0.15 0,10 0,05 OM A ¢a\� e�Qr\a c�P P P �el� Q°� � \ark e� aQo�S 0 �a Cam G Cc� yA e5 `1' lac �� ova \eye 00ti a, c�2 �� G �� G`td Visitor Market Area 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 Source: Zartico; Dates: compare April 13-20, 2024 to April 75 23, 2023, Filters: Visitors to region (excludes residents); Overnight Trips Only Visitor Insights 31 Countries Represented • Canada (193) • United Kingdom (16) • India (17) • Brazil (13) Source: PrcklebalNAmeriCa US Open Pickleball Championships 5 6 PJckleball Central Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 31 of 101 Page 93 of 314 Year -over -Year Insights US OPEN 2016 2017 2018 2019 2021 2022 2023 2024 HISTORY Players 850 1200 1900 2100 2100 2880 3048 3250 so States 36 42 47 48 48 49 50 STM STATES Pepresented counw" in 2024 Spectators 6,000+ 8,000+ 9,000+ 17,000+ 24,000, 35,000+ 39500+ 50,000+ Source: Plckieb04America US Open PicklebaPChampionships 7 Broadcast Insights BROADCAST SUMMARY AND VALUE • CBS Sports Network $ 154,000 • Pickleball Channel $ 209,000 • Pickleball TV $ 152,900 • TOTAL VALUE $ 515,900 i 14,74 million people reached on all 3 platforms Source: PIcklebaJNAmerica US Open Pickieba( Championships photo from Picklebail Channel broadcast 8 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 32 of 101 Page 94 of 314 Social Media (Organic) I Summary • 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 Linkedln, reaching even more people. • We also focused on short -form videos, a leading trend in social media, to expand our reach. io ® NIP111, Macs Island, Everglades - Paradise Coast 0n5hetl by euzxy 17 b ] Q ap yoy know the answer from one of tonight's Jeopardy! Qu teons? oQi - zb 1omme1ts T-hags Llke Q Comment :D1 Share Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 33 of 101 Page 95 of 314 0 Organic Social I Facebook FY24 ID Naples. Marc—. � {j Nepin, Merco Island, Ere._ � (� Naples, Marco... u i om. Men 3rasr1Px4x Total Posts: 7 lust one menth until the Mint. resleha0 mama Yin the Are you READY for the return US Open Pickleball mild returnzw Ne Paradise CoasllJ.ln of The ON—L.The Only.... The Impressions; 32,622 � Champl.nships arrives ln..- al the Minto US OPEN PkWeball... Open?I— us tAis Apol 23ed... Morro Oa OPEN PICFIebell Ohampi... Mlntc US OPEN P'Ickle... Engagement: 564 _ ® FY23 m Total Eny.9emersts 154 Total Engagements 209 Total Posts: 6 T.tel ErgeEemrrN ,21 lieari!.ns 53 R-11.ns 34 Impressions: 12,788 A—!... 45 Comments 10 Comments 1 Commanlr 1 Engagement: 582 sinares 2 Shares ,. s afe5 R Post Link corks _ Post tlak Lllcks a, Post Llnk Clicks 77 FY22licks O[her Post Cbl OTher Post Clicks 111 goer Post Ll¢ks fK ® ©o a Total Posts: 9 Impressions: 26,010 Top Performing YOY Engagement: 451 M Organic Social I Instagram FY24 Qo parediaeceest p,l 0C paradise....[ lo—cils—sit ki—MOPxdx3,pmEbt _ ,r3aaa.:3=,P 0 wedaaeao2zt:stp.. Total Posts: 7 rbN""sklebao.hannel Therelsonly Impressions: 324K the d.ck is hckiny, a:i� the excileme.t i by @pickleball.maga2ine. ne us open plcklebau Champinnsh!ps! Nearl 3,000 la ers will soon lane-n9!OJeet.nam.mm-wlu,a v p r Engagement:450 Mime US Cpl., Pickleball Champlonshi... car;twail In see everyone In less than... bem#Naples to compet6 in... Video Views: 30,161 IN FY23 aWPE a Total Posts: 6 Impressions: 21K Total Eagagernents 29 Tpsa�EnAa4amepfc 42 Engagement: 90 Total Engagements 35 Llkes 29 L.— Video Views: 1,817 Llkes 27 comments t Comments D C.rt!memp 1 shares s shares — FY22 shares 7 Saves 0 Saves o Total Posts:1 s 0 ° p Impressions:977 P Engagement: 29 Top Performing YOY Video Views:0 12 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 34 of 101 Page 96 of 314 112 Organic Social I Linkedin ID® Florida's Paradise Coast rnv mtlxpza rtx ran EOT The 2025 Minto US OPEN Plcklehall Championships dates are set. Join us April 281h-May 3rd In Naples, FL, for T... SAVE THE DAT Total Engagements 25 Rea-1o ns is comma is a Share: 1 Post Clicks (All) 3 ... i P ® Florida's Paradise C oast a .. Fnu The numbers are in! The US Open PlckleEall Championship shattered ettender- and penaipation—rds,... The US Open Picklebell Chan io... a TOM] Engegemant5 38 Reactions 17 Comments 1 shares t Past Clicks (Ali 19 ... i P Mprlia (r►t,fnrano IM Florida's Paradise Coast M:aAi1WRAJR:3.l9r 17P.I This week, from every corner of the globe, athletes cornerge fnr the ultimate pckleball showdown! Will, 1ap-no2cn.. a Total Engagements 18 Rco 1 r. 11 comments g Shares a Post Clicks fAlli ... i P 13 MEDIA COVERAGE SET RECORD NUMBERS #OF ARTICLES INCLUDING PR I NIT, TV, & BLOGS*. 1275 REACH: 191,820,869 DESKTOP: 381,650,702 MOBILE REACH: 23,0471,571 SOURCE MELTWATER g��qq�q minto sf�r US OPEN PICKLMAL FY24 Total Posts: 3 Engagement:98 Video Views: 82 New platform added in 2024 ! ATURE COVER ORY POST 'ENT )VERAGE: dience of 2.1 Ilion print and Iital readers. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 35 of 101 Page 97 of 314 411- Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 11L 36 of 101 Page 98 of 314 2024 MINTO Us OPEN Pickleball Championships Program Full Page Ad 2024 M1NTO US OPEN Pickleball C'hornpionships Broadcast LINK 17 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 37 of 101 Page 99 of 314 APPENDIX D -EXECUTIVE SUMMARY OF RECOMMENDED THIRD EXTENSION OF AND AMEN DM ENT TO SPONSORSHIPAGREEMENT BETWEEN COLLIER COUNTY AND SPIRIT PROMOTIONS 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 161.4). 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 161 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 Picklebatt's best play £or the right to be called US Open Pickleball Champions The events were Live Streamed cn 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 m 2026, $250,000 in 2027; $200,000 in 2028, $150,000 in 2029; $100,000 in2030, 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. AM ISO It Y C O M M I TT E F, R EC MI U EN I)ATION; This item was presented to the Tourist Development Council at its meeting an 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 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 38 of 101 Page 100 of 314 budget amendment will be required to allocate up to $1,000,000 for the capital infrastructure improvements at ENCF 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 S1 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 he 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 Promations 4. Spirit Promo Pickelball 2020 thin 2024 5. U S Pickle Ball Open _ 202 4 Presentation Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 39 of 101 Page 101 of 314 APPENDIX E - GULFSHORE BUSINESS NEWS ARTICLE -JULY 23, 2024 GULFSHORE BUSINESS. SOUTHWEST FLORIDA'S BEST VIEW OF BUSINESS US Open Pickleball Championships set records BY AISLING SWIFT JULY 23, 2024 - PHOTO CREDIT:GETTY IMAGES After hosting the largest Minto U.S. Open Pickleball Championships since its 2016 inception, the new owners have plans that will grow the international tournament, add new facilities and lessen the burden on county funds. Pickleball4America, which merged with Spirit Promotions in December 2022, now owns the event after Spirit Promotions and championship founders Terri Graham and Chris Evon sold the event rights after this year's championships at East Naples Community Park, April 26-May 3. Known as one of the world's most prestigious tournaments, it's aired on CBS Sports Network and draws top players worldwide, including No. 1 champion Anna Leigh Waters,17, of Delray Beach, who won two gold medals. "It was by all accounts the most successful and most well -attended U.S. Open Pickleball Championships in history," Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 40 of 101 Page 102 of 314 APPENDIX F - NAPLES PRESS ARTICLE - OCTOBER 4, 2024 The NaplesE Press TUESDAY, MARCH 10. 2025 -11 11 SUBSCRIBE Getty Images Collier OKs long-term pickleball contract, improvements By AisUng Swift 4 OCTOBER 2024 Cost Nopies Community Park will get six more covered US Picklebcfi Open Championships courts and a new sound system os port of a S2.09 mill ion deal that should save the county millions over the years and iaunch o yeor-round pickleboil academy. h1tps:/Anww.naplespress.con 2024/101041cdIier-dcs-longterm-picklebai!-contract-improvements! 1110 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 41 of 101 Page 103 of 314 3/18/25, 9:16 AM Collier OKs leng-term picklebsll contract, improvements - The Naples Press East Naples Community Park will get six more covered US Pickleball Open Championships courts and a new sound system as part of a $2.09 million deal that should save the county millions over the years and launch a year-round plckleball academy. The Board of County Commissioners voted unanimously Sept. 24 to spend S1.05 million over seven years to extend Spirit Promotions' agreement for the 2026-2032 championships, and up to S1 million for a new sound system and six new championship courts covered by a waterproof canopy that also will house the US Open Pickleball Academy. Spirit Promotions will match the county's S1 million capital improvements payment, and plans to spend millions in the future. "The way that those plckleball courts Look and the way they feel reflects on them, and we get the benefit of it;' Chairman Chris Hall said. "That's a million -dollar swing of savings for Collier County taxpayers. I love this deal. We get 1511/L of the proceeds.... That's a win -win." The funds come from a 51/r bed tax tourists pay for overnight stays at hotels and other overnight rentals. State statutes require they be used for tourism -related activities. Two other votes involved Lease and concessionaire agreements and taking over Naples Pickleball Center, NPC. It's the second time a public -private partnership has resulted in the private entity agreeing to pay millions and to assume management and maintenance. Pelican Bay Foundation is spending about $6 million to build 20 pickleball courts at Pelican Bay Community Park, take over management and make numerous other park improvements. Three speakers, including Collier NAACP President Vincent Keeys, urged commissioners to approve the three agreements. Paige Rhodes, sales director for Edgewater Beach Hotel and Capri Inn, said the championships boost tourism and adding a waterproof canopy is essential to its continued SUCCESS. "This event brings increased visitors to our hotels during a time that we historically see a slowdown after Easter," Rhodes said. "We have seen the positive impacts of this event and have seen increased occupancy year -over -year during the championship dates. ,- I am excited to see the launch of the Pickleball Academy and think this will be a positive addition for our residents, as well as attract more guests to our hotels during needed times." The academy's goal is to increase the US Open Pickleball brand and promote it as the nation's premier pickleball center by teaching about 500 players monthly during season and 1,000 Off-season. This year's championship drew 50,000 attendees, 400/c from outside Collier. That's a 22°/o increase over last year, according to Tourism Director lay Tusa, who said the April championship's economic impact totaled S12 million, with average daily revenue increasing 18.68% over 2023 and revenue per available room jumping 18.519/c. The vote includes spending up to $40,000 in tourist tax development funds for an infrastructure project study, which is required by the state to show a tourism benefit. https:lAvww.naplespress.con 20241101041collier-oks-long-term-pickleball-contract-improvements! via Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 42 of 101 Page 104 of 314 3118/25, 9:18AM Collier CKs long-term pickleball contract, improvements - The Naples Press Picklebal14America, which merged with Spirit Promotions in December 2022, fully took over the Minto US Open Pickleball Championships after this spring's championships, Partners Mike Dee and Bob Bowman have extensive major league experience and now live in Naples. In January, commissioners renewed their contract for one year, not five, agreeing to 5345,000 in 2C25, and asked Dee to reduce reliance on tourist tax funds. The county has spent S5 million In tourist tax funds on improvements over 10 years in pickleball improvements and maintenance. Dee's long-term strategy includes payments that decline 55D,000 yearly, from 53DD,000 in 2026 to 550,000 in 2C31, with no funding in 2332. His team developed a master plan with numerous improvements and agreed to take over maintenance. The lease agreement covers the park and championships, all 64 pickleball courts, welcome center, all indoor and outdoor spaces, designated parking areas and parking at nearby Sugden Regional Park. "East Naples (Community Park) would receive 556,000 for the rent and Sugden would receive 58,400 ... with a 2.5`% annual escalation," Interim Parks & Recreation Director James Hanrahan told commissioners, noting it includes access to a welcome -center office and storage area. The concessionaire agreement enables Dee's team to officially take over Naples Plckleball Center, which was managed by Bob 5trommen as NPC. Complaints by players and the Parks & Recreation Advisory Board led to the former Parks & Recreation director recommending severing that partnership. Dee's team will take over US Open Pickleball Academy, provide six to 12 courts and pay 521,000 yearly rent that increases 2.51/c annually— and the county receives 59/c of gross revenues, Hanrahan said. The county will continue to maintain the restrooms, except during the U5 Open, when Spirit pays for cleaning at both parks. Dee also assumed maintenance of all 64 pickleball courts, nets, windscreens, fences and court resurfacing for championship and academy courts, saving the county $60❑,000. Commissioners approved the five-year concessionaire agreement extension after Dee agreed to enhance services, including expanded youth programs and improved leagues and instruction, and to provide food and beverages, including beer, seltzer and wine. Picklebal14America will pay $50,000 for utilities over three years and $30.000 yearly after that. Currently, Hanrahan said, the county is paid only 5103 monthly. Dee's team will add courts at NPC and increase public hours to 10 p.m.; they're currently noon to 5 p,m. In July, Dee told the Parks & Rec board the academy will train Collier kids to become the next generation of elite players, but expects the academy's pro instructors will draw players nationwide. He plans to add up to 12 academy courts on a rear parking lot, move the community center to double parking and the double the size of the community center. li lAvvvwnaplespress-ooml20241161a41cdlier-oks-long-term-pickleball-contract-improvements1 3/1© Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 43 of 101 Page 105 of 314 APPENDIX G - US OPEN PICKLEBALL CHAMPIONSHIPS MASTER PLAN A VISION FOR THE FUTURE Pickle4 e i A VISION FOR THE FUTURE i t y AY i.�T Pickle4 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC r L 44 of 101 Page 106 of 314 A VISION FOR THE FUTURE Pickle4 A VISION FOR THE FUTURE Pickle4 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 45 of 101 Page 107 of 314 P«K!.b.B A—" US OPEN PICKLEBALL CHAMPIONSHIPS sPousoa �1 ea a r .. �t —1 ��'�. y�L wrx �•, eV 4. Y � •.. � � .irk w. ram�.. �,. 1( .. �, P`. .�" y � � �t• i, ir �q. VISION• - - SIEACNER SFATS 3.00B BEATS I Raz sEATs ` 13S SEATS BLEACHER SEATS BB2 SEATS GBLO BO% il ISB SEATS CLEVELOECK 220 SROISEATS • • • • 180 SRO1SEA13 �mom �� — A Private/Public Partr with Private Investment leading the way. A VISION FOR THE FUTURE P M64 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 47 of 101 Page 109 of 314 APPENDIX H - GULFSHORE LIFE ARTICLE, PUBLISHED MAR. 31, 2025 Photography by Brian Tieiz ® N LA n Southwest Florida pickleball circles, Jim Ludwig is legendary. Even those who've never heard his name recognize his achievement: the 61 courts at East Naples Community Park —the largest dedicated pickleball facility in the world. For nearly a decade, the park has hosted the US Open Pickleball Championships in April — one of the sport's defining events— drawing 50,000 spectators. Now, the center and �ament enter a new era as leadership passes to Mike Dee, a veteran sports executiv� e resume spans the National Football League and Major League Baseball. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 48 of 101 Page 110 of 314 The shift comes as pickleball attempts a new balancing act: After several years as the fastest - growing sport in America, powered by grassroots play, major investment is shifting toward competitive pro tours. With his background, Mike would be well -positioned to follow the trend. instead, he's intent on safeguarding the accessible culture that catapulted pickle - ball from game to phenomenon and established Naples as the epicenter. We're never going to risk tinkering with the formula —the culture, the core audience of people who come to play and watch pickleball,'° he says. "it seems pretty simple, but nobody's been able to replicate it." py PICKLEBALIL ,, p i C � t Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 49 of 101 Page 111 of 314 The 64-court pickleball center at East Naples Community Park and its annual US Open Pickleball Championships enter a new era this year under veteran sports executive Mike Dee. Much of the sport's local participatory zeal can be traced back to .Tim. Long before Naples became the pickleball capital, Jim was just another player caught up in the game. In 2010, he took his first swings at Lakewood Country Club ---one of the first clubs to champion the sport in Naples— and succumbed to the addictive pull. As courts filled to capacity, Jim and his fellow paddle -wielding evangelists scoured the area for room to expand. He petitioned Collier County to trans - form East Naples Community Park's dilapidated roller rink into permanent pickleball courts. Jim progressively added more courts to meet demand, growing the facility to 64 courts by 2018 as membership mushroomed to 6,500. "I was going to the county saying, 'I want to build 10 [more] courts," Jim recalls. "By the time we got through the process, we had more people than would fit on those 10 courts." The expanding East Naples facility drew Chris Evon and Terri Graham to Jim's doorstep in 2015, with plans for a tournament that would reshape the competitive landscape. Back then, the USA National Pickleball Championships stood as the gatekeeper with 600 players who had to qualify for the draw. Embodying Naples' hospitable ethos, the women envisioned the world's largest gathering of pickleballers, where fervent camaraderie would meet fierce competition. (a 0 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 50 of 101 Page 112 of 314 Photography by Brian Tietz While planning to nearly double the tournament's size in coming years, Mike remains committed to its amateur foundation. "We're never going to risk tinkering with the formula," he says. That ethos —the blurring of casual and competitive, the idea that anyone can step onto the court and play —has been baked into pickleball since its beginning in the 1960s, when friends improvised a game using ping-pong paddles and a Wiffle ball. The backyard, play -anyone energy never faded, and Naples built on it. Part championship, part festival, the Open blends elite competition with street -fair energy. Top -ranked pros battle on center court for roaring crowds, while well -loved amateurs draw ring fans, celebrating every point like it's a title match. Other tournaments may ach its scale, but none capture the event's distinctive alchemy. a Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 51 of 101 Page 113 of 314 By 2021, the Open had matured into one of the sport's premier gatherings, attracting the attention of Picklebal14America, a group of investors with Mike as chairman. In 2022, they purchased the tournament and the facilities at East Naples Community Park, rebranding the courts as the USOP National Pickleball Center. "Now that the new crew is on board, it's a whole different level," Jinn says. Photography by Brian Tietz Jim (pictured here) helped pioneer pickleball in Naples, laying the groundwork for today's USOP Pickleball Center. Building on his legacy, the facility launches an elite academy this fall under former pro Justin Romero. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC i 52 of 101 Page 114 of 314 APPENDIX I -THE ECONOMIC IMPACT OF PICKLEBALL: HOW THE SPORT IS BOOSTING LOCAL Free Shipping Or All Orders Over SIM* '<,0NA Q Am F-] err d � _ • ♦ _ . 4 .i 1 The Economic Impact of Pickleball: How the Sport is Boosting Local Economies SEPTEMBER 4. 2024 ECONOMIES Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 53 of 101 Page 115 of 314 The economic impact of this sport is becoming increasingly evident as towns and cities across the country capitalize on the sport's growth. From tourism to job creation, pickleball is proving to be more than just a pastime; it's a powerful economic engine. Boosting Tourism Through Picklebal! Tournaments one of the most direct ways pickleball is impacting local economies is through tourism. Pic klebalI tournaments, ranging from amateur corn petitions to professional events, attract thousands of participants and spectators. These tournaments often take place over several days, filling local hotels, restaurants, and shops with visitors. Cities that host large tournaments, such as Naples, Florida, and St. George, Utah, have reported significant increases in tourism revenue during these events. For instance, the annual Minto Us Open Picklebal) Championships in Naples, Florida, is estimated to generate millions of dollars in economic activity each year, providing a substantial boost to the local economy. Real Estate and Infrastructure Development As pickleball continues to grow, so does the demand for facilities where the game can be played. Many communities are investing In the construction of dedicated pickleball courts, either as standalone facilities or as part of larger recreational centers. This investment in infrastructure not only creates jabs in construction but also enhances the appeal of the area to potential residents. In some cases, real estate developers have begun incorporating pickleball courts into new housing developments, marketing them as a key amenity for active adults. This trend has the potential to increase property values and attract new residents, further stimulating the local economy. Small Business Growth and Job Creation The impact of pickleball extends beyond tourism and real estate. Small businesses, particularly thosee related to sports equipment, apparel, and fitness, are thriving as a result of pickleball's popularity. Local sporting goods stores report increased sales of pickleball paddles, balls, and accessories. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC i 54 of 101 Page 116 of 314 Additionally, the rise of pickleball-specific brands, such as Kona, has led to the opening of new stores and online businesses, creating jobs and contributing to the local economy. Fitness centers are also benefiting, as they add pickleball to their list of activities, attracting new members and retaining existing ones. Pickleball's Role in Community Revitalization In some communities, pickleball has played a role in revitalizing neglected or underused public spaces. Parks and recreation departments have converted unused tennis courts and vacant lots into pickleball courts, bringing new life to these areas. These improvements not only make communities more attractive, but also increase foot traffic, benefiting nearby businesses. The social aspect of pickleball., which brings together people of all ages and backgrounds, also fosters a sense of community, which can lead to further economic development initiatives. Economic Impact on Health and Wellness Another aspect of pickleball's economic impact is related to health and wellness. As more people take up the sport, there is a potential reduction in healthcare costs associated with sedentary lifestyles. Regular physical activity, such as playing pickleball, can lead to improved health outcomes, which in turn can reduce the financial burden on local healthcare systems. Additionally, the sport's popularity among older adults may lead to longer, healthier lives, further reducing healthcare costs and increasing the economic productivity of this demographic. As pickleball continues to grow in popularity, its positive effects on local economies are likely to increase, making it a key consideration forcommunities looking to foster economic development. Whetherthrough attracting tourists, creatingjobs, or improving public health, pickleball is more than just a game —it's a catalyst for economic growth, Curious to see how pickleba Il is making waves in local economies? Visit Kona's website to explore more insights and join the movement that's changing the game! Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 55 of 101 Page 117 of 314 APPENDIX J -NAPLES - MARCO ISLAND - EVERGLADES - FLORI DA'S PARADISE COAST FY 2024 ANNUAL REPORT EVERGLADES.. FLORIDA'S PARADISE COAST FY 2024 Annual Report (October 2023 - September 2024) TABLE OF CONTENTS 1. Annual Snapshot: pg. 3 - 4 2. Executive Summary: pgs. 5 - 16 a) Annual: pgs. 5 - 11 b) 3-Year Trends: pgs. 12 - 16 3. Detailed Findings (Annual): pgs. 17 - 42 a) Pre -Visit: logs. 17 - 24 b) Travel Party Profile: pgs. 25 - 33 c) Trip Experience: pgs. 34 -40 d) Post -Trip Evaluation: pgs. 41 -- 42 4. Detailed Findings (Quarterly): pgs. 43-60 5. Destination Comparisons: pgs. 61-67 6. Industry Data: pgs. 68 - 71 2 NAPLES • MARCO ISLAND EVERGLADES_ PAAADISECOMT.CoM Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC ." 56 of 101 Page 118 of 314 JUL - SEP 2024 I QUARTERLY SNAPSHOT downs & st. germain R E S E A R C H In FY24, Occupancy Rate fell to 57.8%, down from 59.9% in FY23. The fall in Occupancy Rate was largely driven by the re -opening of properties, which caused the available inventory of rooms in Collier County to increase by 11.0% from FY23 to FY24. Also influenced by the re -opening of properties was the Average Daily Rate (ADR). Due to the return of many high-end/luxury rooms, ADR increased 16.5%, from $297.05 to $346.06. Revenue Per Available Room (RevPAR) increased 12.4%, from $177.81 to $199.93. The Total Economic Impact of Tourism in FY24 was $3.9513, which was 9.8% higher than the $3.60B in FY23. Visitation (2.76M), Room Nights (2.70M), and Visitor Days (16.91M) in FY24 were up 4.6%, 8.8%, and 7.2% from FY23, respectively. 26.5% of tourists to Collier County in FY24 came from the Midwest, followed closely behind by Florida (23.3%) and the Northeast (21.2%). 51k more international visitors came to Collier in FY24 than did in FY23, an 18% increase. Overall, the top three origin markets were Miami (8%), New York (7%), and Chicago (6°/6). NAPLES • MARCO ISLAND Tourists saved each Collier County household nearly $1,700 in taxes in FY2024. EVERGLADES_ 4 caaao¢ccaasr.cam Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 57 of 101 Page 119 of 314 FY I VISITATION METRICS 2a EXECUTIVE ANNUAL SUMMARY downs & St. germain H E S E A H C H ?4 VISITORS _`'24 ROOM NIGHTS FY24 VISITOR '- ' 2759700 21698100 16,912,500 2.64m 2.76m 2.70m 16.91m 2.48 n 15 78m + 4.6% from FY23 + 8.8% from FY23 + 7.2%from FY23 FY23 ■ FY24 NAPLES• MARCO ISLAND EVERGLADES, 6 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC i 58 of 101 Page 120 of 314 FY I SPENDING & ECONOMIC IMPACT FY24 DIRECT SPENDING $21850,6811200 + 12.3 % from FY23 $2.54b $2.85b downs & St. germain R E 5 E A R C H FY24 ECONOMIC IMPACT $31,95212367800 + 9,8% from FY23' $3.95b $3.6ob ' The 1MPLAN muniprer for collier FY23 ■FY24 4u County— 13881or 2023 and IS NAPLEVE MA C0ESLAND 1.386 in 2024_ downs FY I OVERALL LODGING METRICS' '• li E S E A R C H OCCUPANCY RATE 2 VERAGE DAILY RATL REVENUE PER AVAILABLE ROOM 57.8% $346.06 $199.93 $346.06 59.9 % 57.8% $297,05 $177.61 $19993 - 3.5 % from FY23 + 16.5% from FY23 'Sources STR data, D5G Occupancy 5Wdy data. and AIITheRooms data. FY23 ■FY24 The available inventory of rooms In FY24 increased 11.0%from FY23. 8 + 12.4% from FY23 NAPLEVERGLADES, EEEGLADES. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 59 of 101 Page 121 of 314 FY I VISITOR ORIGIN 643,900 800k 711k 700k 644k 600k 587k 526k 500k 400k 336k 300k 290k 200k 100k - Florida Southeast Northeast FY I VISITOR ORIGIN OUT -ATE 211157800 706k 731k FY23 In FY24 downs & St. germain R E 5 E A R C H 331k 28Dk 125k 131k Midwest West International NAPLE$ N+ARCI$LRND D EVERGLADES - Florida 50utheost Northeast Midwest West Canada Europe UK Germany 711900 289,800 525,600 705,600 125,100 115,900 101,600 [27,800] [24,9001 270% 11.0% 19.9% 26.8% 47% 4.4% 3.8% 111%] [0.9%] 643,900 335,800 23.30b 12.2% -9.5% F15.9% -13.5% 107% 586,800 .21.2% 11.6% 57% 731,200 26.5% 3.6% -1.0% 131,400 4.8% 5.0% 0.4% 119,000 4.3% 21% -1.9% 146.200 5.3% 43.9% 64.4% 37.5% 54,5% [45,7001 [1.7%] [42,900] [1.5%] 72.3% 66.7% Other Europe [48,900] 11.8%] [57,600] [2.1%j 17.8% 167% C/SAmerica 33,900 13% 37,500 1.4% 10.6% 5.7% Other 28,500 1.1% 27,900 1.0% -2.1% -6.5% Total 2,637100 100.0% 2,759,700 100.0% 10 downs & St. germain R E S E A R C H International 330,600 Florida 643,900 West f 131,400 Southeast 41V 335.600 Midwest 731,200 411111111 Northeast 586,800 NAPLESLAND EVVERGLADEERGLADES. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 60 of 101 Page 122 of 314 FY I JOBS & WAGES SUPPORTED BY TOURISM down EAgRrcaiH Jobs supported Wages supported State &local taxes generated Net Tax Benefit & Visitors' Taxes savings per local household 28,780 32,250 + 12.1% $1,251,836,500 $1,411,305,300 +12.7% $251,896,500 $279,681,500 +11.0% $61,414,600 $61,168,600 - 0.4% $1,525 $1,694 +11.0% 'Visitors produce revenue for Collier County via taxes and user fees. Visitors also cost Collier County money, by using County provided seNices and infrastructure. The Net Benefit of Visitors is calculated by estimating the direct amount of Collier County tax revenue generated by yisitora to Collier county and then subtracting the estimated cast to collier County of servicing those visitors. NAPLE$MA CO ]$LAND EVERGLADES. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 61 of 101 Page 123 of 314 FY I FY22-FY24 OVERALL LODGING METRICS' 1i R E"S E AgRrCaiµ 60.29/ 59,9% 57,8% Occupancy Rate 'Sources. S7R data, DSG Occupancy Study data, and Affh 3R —data. $191.05 $199.93 $177.81 L nue Per Available Room ■ FY22 ■FY23 ■ FY24 t? $317.34 $346.06 $297.05 Average Daily Rate NAPLES-MARC015LAND EVERO].ADES. FY I FY22-FY24 VISITATION & ROOM NIGHTS' �i H E"S E AgRrC 4 3.025m 2.637m Visitation ■ FY22 ■ FY23 ■ FY24 'sources, 57R data, DSG Ouupancy study data, and AIITheRooms data. 2.760m 14 2.698 m 2.576m ��om Room Nights ■ FY22 ■ FY23 ■ FY24 NAPLEVERGLADES, EVERGLADES. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 62 of 101 Page 124 of 314 FY I FY22-FY24 SPENDING & ECONOMIC IMPACT' 1� R E"5 E AgRrCaiµ $2.960b $2.538b Direct Spending ■ FY22 ■ FY23 ■ FY24 t Sources. STR data, DSG Occupancy Study data, and AIITheRooms data. $2.851 b FY I FY22-FY24 TDT COLLECTIONS $4z47m $44.10m Unadjusted for Inflation ■ FY22 ■ FY23 ■ FY24 lSoureo: Collier county Tax Collector $4R 64m 16 $4.413b $52.28m $3.95213 $3.599b Total Economic Impact ■ FY22 ■FY23 ■ FY24 NAPLES-MARC0ISLAND IVEEG]JSDES. downs & St. germain R E S E A R C H $49.30m $46.08m Adjusted for Inflation ■ FY22 ■ FY23 ■ FY24 NAPLEISLAND £VERGLADEEEGLADES. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 63 of 101 Page 125 of 314 DETAILED FINDINGS: PRE -VISIT DETAILED FINDINGS I ADVERTISING RECALL' oft"H E"S E AgH C H 32% 31% 15% 15% Advertising recalled Influenced by advertising Base: %who recalled ads prior to their trip Social media I sr% 47% Online article 22% 22% Vlsitor guide ia%% Website advertisement 13% 1s% Online travel reviews t4% 15% CabielsateIlite TV 13% 1s% Newspaperfmagazine 14%% Brochure 9% 9% YouTube 910% Rental agency 7 sx TV streaming service 7%% Radio 4% Deal -based promotion 3% 'Multiple responsespermitteo. Music streaming service 3% Billboard 3% FY23 ■ FY24 NAPLES -MARCO ISLAND Podcast 1 18 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 64 of 101 Page 126 of 314 DETAILED FINDINGS I TRIP PLANNING CYCLE 13% A week or less 2 - 4 weeks 19% 14% 1 - 2 months 25% 28% 21% 3 - 4 months 23% 11% 5 - 6 months 14% 9% 7 months -1 year 8% More than 1 year 6165% FY23 in FY24 19 DETAILED FINDINGS I TRIP PLANNING SOURCES' downs & St. germain R E S E A R C H Median Trip Planning Time Talked to friends 29% Search engines 26% 27% Airline websitelapp 17% 16% Social media 139A 13% Hotel website/app 12% 13% Vacation rental site 15% t3% Trip planning websitelapp � 10% 12% Hooking websitelapp Visitor guides 7% Paradise Coast. com 5 6 AAA 3% Deal -based promotion 2% Newspaperslmagazines 2% 2% Collier County CVB 2% Television advertisements , 1% 2% 60 52 1E Days 34% Printed advertisements 1% FY23 is FY24 Other - 4%% 'Multiple responses permitted. None 22% 20 NAPLE$ MA CO ISLAND EVERGLADES. downs & St. germain H E S E A H C H NAPLES• MARCO ISLAND EVERGLADES, Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 65 of 101 Page 127 of 314 DETAILED FINDINGS I REASONS FOR VISITINGI vacation/getaway Visitfriends/family I Special occasion 7k — 10% Sporting event 5% - 5% Business 73� Cultural activities 4% 4% Golf/tennis trip 4/0 ■ 4% special event 5% 3% Fishing trip 3% 2% Other 3% ■ 3% 'Multiple responses permitted. 26% 29% FY23 ■ FY24 R DETAILED FINDINGS I REASONS FOR CHOOSINGI,2 FY23 FY24 4795 33% 31% 26% 23% 21% 16% 13% 11% 10% 12% 11% 6% 4% 'Multiple responses permitted. 3% 2'Reason for choosing" refers to respondents reported reason for choosing to visit Naples as 2% opposed to other Florida destinations. 63% 66% downs & St. germain R E S E A R C H NAPLES MANC01$LAND EVERGLADES. downs & St. germain H E S E A H C H Beaches .6 50% Friends/family live here 34% Quietfrelaxing 34% Previous experience 26% Family -friendly destination — 23% Restaurants — 21% Recommendation — 16% Shopping — 14% Not crowded 13% Quality of accommodations 11% Meeting/event hosted here _ 11% Trying something new 10% Golf - 7% Wellness 4% Appealing advertisements 356 Deal/promotion 22 NAPLES• MARCO ISLAND ' 2 / EVERGLADES. oaxxrnsrmnsmu Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 66 of 101 Page 128 of 314 DETAILED FINDINGS I DESTINATIONS CONSIDERED] No other destinations Fort Myers - Sanibel 11% - 11% Florida Keys 8% Sarasota - Bradenton 5% 5% Miami 6% 5% Ft. Lauderdale 6% ■ 4% 5t. Petersburg 5% 4% Clearwater 4% 3% West Palm Beach 3% 2% Other 5% 4% 'Multiple responses permitted FY23 ■ FY24 DETAILED FINDINGS I TRANSPORTATION 68% 69% 55% 56% 45% 44% �.■ <1% <1% <1% <1% <1% <1% Fly Drive Boat Bus Other 73% 75% 7% 6% 7% 5% 3% 3% 3% 3% RSW MIA FILL MCO PGD downs & St. germain R E S E A R C 4 NAPLE$ I+rAftCO ]$LAND EVE downs& St. germain R E S E A R C H 2% 2% 1% 1% 1% 1% 1% 1% <1% t% 2% 2% TPA APF PBI SRO PIE Other FY23 ■ FY24 24 NAPLEES ERGLAD, LAND EVERGLADES., Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 67 of 101 Page 129 of 314 DETAILED FINDINGS: TRAVELPARTY PROFILE t. DETAILED FINDINGS I TOP ORIGIN STATESI lift" H E"S E AgH C H Florida 27% 23% Illinois 6% 6% New York 6% 6% Ohio 6% 5% Pennsylvania 3% 4% New Jersey 3% 4% Michigan 4% 4% Massachusetts 3% 4% Minnesota <1% 3% Wisconsin <1% 3% Georgia 2% 3% Indiana 3% 2% Connecticut <1% 2% Texas 3% 2% 'Sources DSG Date & nrtfco Date 26 U 4% ■ 5% ■ 6% 23%(Florida) FY24 Visitation by State NAPLEVERGLADES,ISLAND EVERGLADES, Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC i 68 of 101 Page 130 of 314 DETAILED FINDINGS I TOP ORIGIN MARKETS' Miami -Ft. Lauderdale New York 8% 7% Chicago 6% 6% Fort Myers & Surrounding Areas 7% 4°% Boston 4% 4% Tampa -St. Petersburg 3% 3% Orlando -Daytona Beach -Melbourne 2% 3% Detroit 3% 3% Atlanta 2% 3% Mirncapolls-St. Par,l 1% 3% Philadelphia 1% 3% West Palm Beach-R, Pierce 1% 2% Cincinnati 2% 2% Cleveland -Akron 2% 2% Irdianaporis 2% 2% Milwaukee 1% 2% Pittsburgh 1% 2% Washington, D.C: Hagerstown 2% 2% Dallas -Ft. Worth 1% 2% 'Sources: DSG Davy & Zartico Data FY24 Visitation by Market ❑ 2% Y ❑ 3% [] 4% 7% 856(Miami-Ft. Lauderdale) DETAILED FINDINGS I TRAVEL PARTY SIZE Traveled alone 2-3 people 55% Air downs & st. germain P E 5 E A R C P —1 NAPLES MARCO ISLAND EVE6G].A6ES. downs & St. germain R E S E A R C H 25% 22% 12% s% 4-5 people 6+ people FY23 ■ FY24 28 �k NAPLEE MARCO ISLAND EVERGLADES, Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 69 of 101 Page 131 of 314 DETAILED FINDINGS I TRAVEL PARTY TYPE 27% 239% Traveled with children' 38% 36% 35% 34"0 � 15% 1- 1 solo Couple "Chlldlen" means people under the age of IS. downs & St. germain R E S E A R C H E 14% — t_ _. 1% 1% Family Friends Other FY23 ■ FY24 DETAILED FINDINGS I PREVIOUS VISITS 289£ 26R& 33% A% 1st time visitor 2 — s times 6 —10 times FY23 ■ FY24 30 28% NAPLES � MARCO ISLAND EVERGLADE5, downs & St. germain R E S E A R C H 26" e 11+times NAPLEVERGLADEISLAND , EVERGLADES, Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 70 of 101 Page 132 of 314 DETAILED FINDINGS I VISITOR AGES 7% 18-24 5% 14% 25-34 — 14% i 28% 35-49 28% 34% 50-64 34% 17% Over65 19h FY23 ■ FY24 �r DETAILED FINDINGS I VISITOR RACE & GIFNDER1 82% White/Caucasian 86% 1% Hispanic/Latino Miss 9% Black/African American .i 5% 3% Asian/Pacifc Islander i 2% Illlll 4% Native/Indigenous Another race/ethnicity ofpersonintewi—d.Femalesaregenerallyrnoterkdytoaq—to FY23 ■FY24 participate in survey research. 32 downs & st. germain R E S E A R C H Median Age 51 51 Years NAPLES - MARCO ISLAND EVEROLADEs,. downs & St. germain H E S E A H C 4 56% r;� u Male Female NAPLEERGLADES, EVERGLADES. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 71 of 101 Page 133 of 314 DETAILED FINDINGS I VISITOR INCOME 13% Less than $75,000 12% 16% $75,000 - $99.999 16% 23% $100,000 - $149,999 24% 18% $150,000 - $199,999 17% 11% $200,000 - $249,999 - 11% 19% Over $250,000 20% FY23 ■ FY24 33 downs & st. germain R E S E A R C H Median Household Income $145,700 $145,800 11 Annual HHI 4, NAPLES MARCO ISLAND EVERGLADES- 3c DETAILED FINDINGS: TRIP EXPERIENCE Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 72 of 101 Page 134 of 314 DETAILED FINDINGS I LENGTH OF STAY 6" d°""s&s` ge`ma'" ,4'; 25% 23% 13% 10% 10% Did not stay overnight 1-2 nights 3-4 nights FY23 ■FY24 DETAILED FINDINGS I TRIP CHARACTERISTICS TRAVEL PARTY SIZE 3.1 3.2 3.1 5+ nights NIGHTS STAYED 6.1 6.O 6.1 FY23 ■ FY24 36 5gw NAPLES MARCOIELAND EVERGLlS6E5, downs & St. germain H E S t A H C 4 a NAPLES• MAR CO ISLAND EVERGLADES. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 73 of 101 Page 135 of 314 DETAILED FINDINGS I TYPE OF ACCOMODATIONS Ii 14 down E AgRrCaiµ 29% Hotel/motellresod 31% 24% Vacation rental 23% 17% Stayed with friendslfamily 19% 14% Personal condo/2nd home 15% 1% Campground/RV 1% 1% Bed &Breakfast <1°6 Other 1% 13% Did not stay overnight — 10% FY23 ■FY24 N `av¢aoLaonISLAND DETAILED FINDINGS I AREAS VISITED' " downs & st.germain R E S E A R C H Naples 81% 81% Marco Island 40% 39% Isles of Capri 14% Everglades City 8% 15% _ Goodland 9% Immokalee pM 8% 5% Golden Cate in 9% 5% Ave Maria 7% - 4% Chokoloskee 3% 2% Copeland 11m 1% 'Multiple responses permitted. FY23 ■ FY24 38 NAPLES -MARCOELAND EVERGLADRGLAD ES. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 74 of 101 Page 136 of 314 t. DETAILED FINDINGS I TRIP ACTIVITIES' 1i d°E"5&$AgRrCaiH FY23 FY24 69% Dining out 725. 64% Beach 70% 37% Visit friends/family 411/ 38% Shoppinglantiquing 40% 35% water activities 36% 25% Nature & parks — 24% 24% Active outdoor activities — 24% 23% Sig htseeingltouring — 23% 21% Visit local attractions 20% 20% Bars/nightlife — 20% 11% Everglades tour - 9% 10% Art galleries/shows 8% 10% Cultural activities - 8% 8% Special event - 7% 6% Sporting event . 7% 6% Spas ■ 6% 5% Businesslmeeting ■ 5% 'Yr 'Multiple responses permitted. 3% Gambling 39 ' 2% NAPLE$ N+AftCO I$LRND EVERGLADES_ r. woi rrotia..n DETAILED FINDINGS I VISITOR SPENDING /� a°E"s&sAgRrCai4 $3,080 $3,202 $962 $1,033 $160 $169 Party Spending per Trip Visitor Spending per Trip Visitor Spending per Day FY23 ■ FY24 40 NAPLES MARCO S RGLADE, LAND EVES, Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 75 of 101 Page 137 of 314 r- W_ tre DETAILED FINDINGS: POST -TRIP EVALUATION DETAILED FINDINGS I POST -TRIP EVALUATIONS I b d°E"S E AgH C H Will recommend the Naples area? Definitely 74% 76% VALUE FOR TRAVEL DOLLARI.2 Probably 22% - 22% 8.5 8.8 Probably not t2, Definitely not `Io Not sure 2% , 1% Will return to the Naples area? Definitely - Probably 21% - 18% Probably not 3% ' 2% Definitely not <1 % Not sure 3% 2% 73% 78% FY23 ■ FY24 42 Value for travel dollar r 10-point scale where 10 is "excellent" and 1 is "poor' z Ali visitors who gave a rating of 5 or below cited high prices as their primary reason for giving lower ratings. NAPLEVERGLADES, EEEQLADES. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 76 of 101 Page 138 of 314 QUARTERLY DATA I ORIGIN REGIONS DETAILED FINDINGS QUARTERLY DATA downs & St. germain ,ft R E S E A R C H Regions ,_ Florida 18.0% 20.2% 25.5% 30.2% 23.3% Southeast 14.1% 9.7% 12.2% 13.2% 12.2% Northeast 22.6% 22.5% 20.3% 19.5% 21.2% Midwest 261% 30.6% 236% 24.9% 26.5% West 5.8% 4.3% 5.2% 3.9% 4.8% Canada 5.0% 4.7% 5.1% 2.4% 4.3% Europe 6.4% 5.4% 5.1% 4.2% 5.3% Un€ted Kingdom [2.6%] [7.5%] [1.8%] [0.6%] [1.7%] Germany [7.9%] f2.3%] (0.5%] [1.4%] [1.5%] Other Europe [1,9%] [1.6%] [2.8%] [2.2%] [2.1%] Central/South America 0.7% 1.5% 2.1% 1.0% 1.4% Other Intl 1.3% 1.1% 0.9% 07% 1.0% NAPLES-MAACO ISLAND 44 EVERGLADES., r.+vnnzEcansr.. rrn 411- Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC r 11L 77 of 101 AMW Page 139 of 314 QUARTERLY DATA I ORIGIN STATES Ii d°E"5 E AgArCaiH Florida 18% 20% 26% 30% 23% Illinois 5% 6% 6% 796 6% New York 51A 6% 6% 5% 6% Ohio 5% 6% 5% 4% 5% Pennsylvania 51A 4% 3% 5% 4% New Jersey 4% 4% 4% 4% 4% Michigan 3% 5% 4% 3% 4% Massachusetts 3% 4% 3% 3% 4% Minnesota 3% 3% 2% 3% 3% Wisconsin 3% 3% 2% 2% 3% Georgia <1% 2% 3% 4% 3% Indiana <1% 3% 2% 4% 2% Connecticut 3% 2% 2% 2% 2% Texas <1% 2% 2% 3% 2% �u NAPLE$ MAFCOISLANn EVERGLADES. 45 QUARTERLY DATA I ORIGIN MARKETS Ii H E"5&sAgH C H Miami -Ft. Lauderdale 8% 4% 9% 13% 8% New York 4% 6% 7% 8% 7% Chicago 6% 7% 5% 5% 6% Fort Myers & Surrounding Areas 4% 5% 6% 2% 4% Boston 3% 5% 4% 3% 4% Tampa -St. Petersburg 2% 3% 4% 5% 3% Orlando -Daytona Beach -Melbourne 4% 2% 3% 4% 3% Detroit 3% 4% 3% 3% 3% Atlanta 296 2% 3% 4% 3% Minneapolis-st. Paul 2% 5% 2% 3% 3% Philadelphia 2% 3% 2% 2% 3% West Palm Beach -Ft. Pierce 2% 2% 3% 3% 2% Cincinnati 2% 3% 1% 3% 2% Cleveland -Akron 2% 2% 2% 2% 2% Indianapolis 2% 2% 1% 2% 2% Milwaukee 2% 2% 2% <1% 2% Pittsburgh 2% 21k 1% 2% 2% Washington, D C.-Hagerstown 2% 2% 1% 1% 2% Dallas -fort Worth 2% 1% 1% 2% 2% NAPLES MARCO ISLANDEVERGLADES. 46 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC i 78 of 101 Page 140 of 314 QUARTERLY DATA I TRIP PLANNING PERIOD �b R°Ens E AgRrCai4 A week or less Y1 9% 81/. 8% 8% 2-4weeks 11% 15% 14% 15% 14% 1- 2 months 33% 26% 26% 29% 28% 3-4months 24% 20% 22% 25% 23% 5 - 6 months 16% 141/ 16% 13% 14% 7 months -1 year 7% 11% 9% 6% 8% More than 1 year 4% 5% 5% 4% 5% Median Trip Planning Time (Days) 61 60 63 58 60 NAP�EVE DISLAND EVERGLADES- 47 QUARTERLY DATA I TRIP PLANNING RESOURCES ji R°Ens E AgH C H Talked to friends 25% 32% 30% 26% 29% Search engines 26% 24% 23% 37% 27% Airline websitelapp 21% 14% 17% 11% 16% Vacation rental site 13% 12% 15% 11% 13% Hotel websitelapp 10% 11% 17% 15% 13% Social media 12% 14% 10% 14% 13% Trip planning website/app 6% 11% 12% 11% 10% Booking website/app 7% 8% 9% 9% 8% ParadlseCoast.com 2% 8% 6% 2% 5% Visitor guides 3% 7% 6% 3% 5% AAA 1% 3% 5% 2% 3% Collier County CVB 2% 3% 2% 2% 2% Newspaperslmagazines 1% 2% 2% 1% 2% Deal -based promotion 1% 2% 1% 2% 2% Printed advertisements 1% 1% 2% 1% 1% Television advertisements 1% 1% 2% 1% 1% Other 5% 4% 3% 3% 4% None 21% 25% 23% 20% 22% ' Multiple respanses permitted. NAPLES-MARCO ISLAND EVERGLADES., 4H Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 79 of 101 Page 141 of 314 QUARTERLY DATA I OTHER DESTINATIONS CONSIDERED ,� R Ens E AgR CaiH No other destinations 74% 70% 66% 66% 69% Fort Myers — Sanibel 8% 13% 12% 10% 11% Florida Keys 8% 7% 9% 7% B% Miami 4% 4% 7% 6% 5% Sarasota — Bradenton 3% 5% 7% 4% 5% St. Petersburg 3% 49/ 4% 5% 4% Ft. Lauderdale 4% 5% 4% 3% 4% Clearwater 3% 3% 3% 4% 3% West Palm Beach 1% 2% 3% 2% 2% Other 5% 3% 45A 6% 4% 'Multiple responses permitted. 49 NAPLES-MARCO ISLAND EVERG]ADES.. vexnnsFmnsr. ccu QUARTERLY DATA { REASONS FOR CHOOSING �i H Ens EAgR C H Beaches 40% 51% 501/ 58% 50% Friendslfamiiy live here 32% 42% 34% 261/ 34% Quiet/relaxing 30% 341/ 31% 42% 34% Previous experience 26% 31% 23% 22% 26% Family -friendly destination 24% 21% 20% 27% 23% Restaurants 17% 26% 25% 15% 21% Recommendation 14% 14% 201/6 16% 16% Shopping 13% 18% 15% 9% 14% Not crowded 9% 9% 11% 23% 13% Quality of accommodations 9% 9% 9% 17% 11% Meeting/event hosted here 13% 9% 13% 9% 11% Trying something new 9% 10% 12% 7% 10% Golf 6% 9% 7% 4% 7% Wellness 6% A% 51/ 2% 4% Appealing advertisements 3% 3% 3% 1% 3% Deal/promotion 2% 2% 1% 3% 2% Other 4% 2% 4% 4% 3% Multiple responses permitted. NAPLES - MARCO ISLAND EVERGLADES., 50 �,xnw.rmnsr..crn Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 80 of 101 Page 142 of 314 QUARTERLY DATA I MAIN REASONS FOR VISIT �i R Ens E AgR CaiH Vacationlgetaway 59% 66% 67% 71% 66% Visit friends/family 28% 34% 33% 21% 29% SpeciaE occasion 16% 7% 9% 10% 10% Business 7% 5% 6% 4% 5% Sporting event 5% 6% 7% 3% 5% Golf/tennis trip 3% 5% 5% 4% 4% Cultural activities 4% 4% 3% 3% 4% Special event 5% 3% 3% 3% 3% Fishing trip 2% 2% 2% 3% 2% Other 4% 3% 3% 3% 3% Up to 3 responses permitted. NAPLE$ MAftCI$LAND D EVERGLADES. 5 r. w[irmisr.�n QUARTERLY DATA l TRAVEL DETAILS 1: a°Ens E AgH C H Travelling with Children? ._ Yes 21% 20% 22% 32% 23% Means of Transportation • D_ Flew 62% 55% 56% 53% 56% Drove 37% 45% 43% 46% 44% Airports of Deplanernent • D- RSW — Southwest Florida International 76% 76% 76% 75% 75% MIA — Miami International 6% 5% 6% 7% 6% FILL — Fort Lauderdale -Hollywood International 6% 7% 5% 5% 5% MCO— Orlandolnternational 2% 2% 1% 6% 3% PGD — Punta Gorda 2% 3% 3% 3% 3% TPA —Tampa International 3% 2% 2% 1% 2% APF- Naples 1% 1% <1% <1% 1% PBI — Palm Beach International 1% 1% 1% <1% 1% SRO — Sarasota Bradenton International 1% 1% 1% 196 1% PIE — St.Pete-Clearwater International 1% 1% <1% <1% 1% Other Airports 1% 1% 31/ 2% 2% NAPLEE•MAACO ISLAND EVE&GLADES. 52<xxrner�nsr._ere Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC i 81 of 101 Page 143 of 314 1� QUARTERLY DATA I TRAVEL PARTY CHARACTERISTICS R Ens E AgRrcaiH Th is is my first time 24% 241A 27% 30% 26% 2-5times 25% 301/ 39% 37% 33% 6 - 10 times 20% 17% 12% 12% 15% to -times 31% 29% 22% 21% 26% Traveled alone 14% 16% 15% 12% 14% 2 - 3 people 51% 59% 56% 52% 55% 4- 5 people 26% 18% 20% 26% 22% 6+people 9% 8% 9% 10% 9% Average Party Size 2.9 2.9 3.1 3.4 3.1 Did not stay overnight 6% 10% 11% 13% 10% 1 - 2 nights 8% 5% 7% 8% 7% 3 - 4 nights 34% 16% 29% 24% 25% 5` nights 52% 69% 53% 55% 58% Average Length of Stay 6.4 6.7 6.3 5.0 6.1 NApGEs MARCO 35i.lWD EVERG]ADES. W QUARTERLY DATA I ADVERTISING RECALL /� R°Ens E AgH C H Recalled advertising (of ALL visitors) 27% 34% 33% 27% 31% Influenced by advertising (of ALL visitors) 12% 171/ 17% 12% 151/ Social media 51% 40% 46% 52% 47% Online article 23% 19% 21% 26% 22% Visitor guide 17% 19% 24% 13% 18% Website advertisement 14% 20% 17% 11% 16% Cable/satellite TV 11% 20% 20% 6% 15% Online travel reviews 9% 16% 18% 18% 15% Newspaper/magazine 14% 17% 16% 7% 14% YouTube 7% 10% 9% 11% 9% Brochure 4% 8% 16% 7% 9% Rental agency 6% 7% 9% 8% 8% TV streaming service 7% 61/1 10% 5% 7% Radio 4% 4% 7% 2% 4% Billboard 2% 3% 6% 1% 3% Music streaming service 1% 3% 5% 1% 3% Deal -based promotion 2% 3% 2% 3% 3% Podcast 2% 2% <1% <1% 1% Other 3% 2% 1% 2% 2% NAPLES MARCOtSLAND EVERGLADES. 54 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC i 82 of 101 Page 144 of 314 QUARTERLY DATA I AGE & INCOME Ii d°E"5 E AgRrCaiH 18-24 5% 5% 6% 6% 5% 25 - 34 1814 11% 13% 14% 14% 35-49 19% 25% 30% 37% 28% 50-65 35% 35% 35% 32% 34% Over 65 23% 24% 16% 11% 19% Median Age 53 54 50 47 51 Annual Household Income Less than $75,000 • 15% 11% 13% 11% 12% $75,000 - $99,999 13% 15% 18% 17% 16% $100,000 - $149,999 23% 23% 211/ 28% 24% $150,000-$199,999 14% 17% 161/ 20% 17% $200,000 - $249,999 12% 11% 12% 10% 11% Over $250,000 23% 23% 20% 14% 20% Median Household Income $147,800 $152,900 $145,200 $139.300 $145,800 55 LAND MAPLES MARCO S RGLADE, EVES, vaxnnsFmnsrxM QUARTERLY DATA I VISITOR CHARACTERISTICS rCai4 I b H E"S E AgRen White/Caucasian 89% 85% 881A 84% 86% Hispanic/Laiino 4% 8% 7% 9% 6% Black/African American 51A 5% 3% 5% 5% Asian/Pacific Islander 2% 2% 1% 1% 2% Native/Indigenous 4% <1% <1% <1% 1% Another race/ethnicity <1% <1% 1% 1% <1% Gender Male • •_ 43% 43% 45% 46% 44% Female' 571/ 57% 55s. 54% 56% Solo 14% 15% 1516 12% 14% Asa couple 35% 39% 43% 35% 38% With family 36% 31% 29% 44% 35% Other couples/friends 12% 14% 12% 81/ 12% Other 3% 1% 1% 1% 1% ' Gender yr travel party member who responded to survey. Ferns les are general ly more I kely to respond to Surveys. NA NAPLES-MAACO ISLAND EVERGLADES - go Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC i 83 of 101 Page 145 of 314 QUARTERLY DATA I TRIP ACTIVITIES Dining out 72% 73% 73% 71% Beach 61% 68% 75% 76% Visit friends/family 43% 48% 41% 30% Shopping/antiguing 37% 40% 42% 39% Water activifles 26% 29% 44% 44% Nature & parks 21% 29% 29% 17% Active outdoor activities 22% 25% 25% 22% Sightseeing/touring 24% 22% 28% 13% Visit local attractions 17% 22% 23% 17% Bars/nightlife 1B% 21% 24% 16% Everglades tour 7% 10% 10% 8% Art galleries/shows 8% 14% 7% 3% Cultural activities 7% 13% 7% 4% Special event 9% 9% 5% 5% Sporting event 61/ 9% 9% 5% Spas 5% 61/ 5% 6% Business/meeting 4% 5% 5% 5% Gambling 2% 4% 2% 1% Other 3% 1% 2% 1% i Multple responses permitted W QUARTERLY DATA I AREAS VISITED downs & St. germain R E 5 E A R C H 72% 70% 41% 40% 36% 24% 24% 23% 20% 20% 9% 8% 8% 7% 7% 6% 5% 2% 2% NAPGESMARCOISLAND EVERGLADES, downs & st. germain R E S E A R C H Naples 80% 83% 80% 80% 81% Marco Iskand 38% 41% 39% 36% 39% Everglades City 6% 131A 71/ 5% 8% Isles of Capri 9% 101/ 8% 5% 8% Goodland 7% 9% 4% 2% 6% Golden Gate 3% 8% 51/ 3% 5% Immokalee 3% 6% 5% 4% 5% Ave Maria 2% 7% 5% 2% 4% Chokoloskee 2% 2% 2% 1% 2% Copeland 19, 1% 1% <1% 1% NA NAPLES- MARCO ISLAND EVERGLADES. M Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 84 of 101 Page 146 of 314 QUARTERLY DATA I VISITOR SPENDING downs & St. germain R E S E A R C I+ Total Travel Party Spending $2,711 $3,772 $3,418 $2,382 $3,202 Visitor Spending per Trip $935 $1,301 $1,099 $722 $1,033 Visitor Spending per Day $146 $194 $174 $144 $169 5 IU NAPLES MA CO ISLAND EVERGLADES. r.wni rronsr._n QUARTERLY DATA I SATISFACTION METRICS �i d°Ens EAgH C H Recommending Area •. Definitely would recommend 80% 73% 74% 77% 76% Probably will recommend 17% 25% 23% 20% 22% Probably will not recommend 2% 1% 2% 1% 1% Definitely will not recommend <1% <1% <1% <1% <1% Not sure/don't know 11A 1% 1% 2% 1% Definitely will return 82% 75% 75% 78% 78% Probably will return 13% 21% 21% 18% 18% Probably will not return 2% 2% 2% 2% 2% Definitely wilE not return <1% <1% <1% <1% <1% Not surefdon't know 3% 2% 2% 2% 2% Value Rating Value of Travel Dollar • •- 8.7 8.6 8.8 9.0 8.8 60 NAPLES•MAACO ISLAND EVEEGLADES- oaxnwzem,ur du Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC i 85 of 101 Page 147 of 314 r 5 FISCAL YOY DESTINATION COMPARISONS DESTINATION COMPARISONS I FYTD SUPPLY Total Total Miami 23,889,781 -0.9% Ft. Lauderdale 14,095,111 -1.8% Palm Beach 6,963,392 -0.4% Sarasota 4,541,636 -2.4% Ft. Myers 4,180,361 +16.4% St. Petersburg 4,157,861 -0.9% Florida Keys 3.820,004 -2.3% Clearwater 3,305,596 +2.0% Naples 2,765,434 18.2% (Metrics provided by STR. 'Transient bookings include rooms said 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 aligned agreement. 4 Contract bookings include a consistent hIauk 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. fit downs & St. germain ,I& R E S E A R C H NAPLEISLAND ERGLADE, EVE&GLADES. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 86 of 101 Page 148 of 314 DESTINATION COMPARISONS I FYTD DEMAND Trarrsient2 Gioup3 ContraCt4 Total TransleW GrOup3 COntract4 Total Miami 13,935,527 2,670,473 952,675 17,568,880 +1.5% -3.9% -4.2% +0.4% Ft. Lauderdale 8,176,888 1.612,554 315,688 10,111,130 -03% -7.3% -22.7% -2.4% Palm Beach 3,621,988 963,680 109.126 4.694,794 -0.4% -64% -1.0% -1.7% Sarasota 2,434,234 518,696 99,402 3,052.332 -9.9% -12.1% 96.5% -8.7% Florida Keys 2,460.948 315,587 9,100 2,785.535 -2,156 -15.5% +11.6% -3.8% St. Petersburg 2,160,361 593,732 25.582 2,779,576 -4.3% 5.5% T9% -4.8% Ft. Myers 2030.529 444,355 191,230 2.666,514 r10,6% -29.1% +15,1% +1.4% Clearwater 1,829,213 457,374 188 2,286,775 +FY.i% 6.4% +2333% -1.2% Naples 1,261.499 515,269 1,674 1.778.442 +0.5% *1.2% -34.4% +0.6% 'Merics provided by STIR.' 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. "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. 6_ DESTINATION COMPARISONS I FYTD OCCUPANCY downs & st. germain R E 5 E A R C H NAPLEEMARCO ISLAND EVERG].ADES.. downs & St. germain ,ft R E S E A R C H Transient' Group3 Contract° Total Translent2 Group' Contract4 Total Miami 58.31X 11.2% 4.0% 73.5% •2.5% -3.0% -3.3% +1-3% Florida Keys 64.4% 8.3% O.27A 72.996 +0.2% -13.5% +14.2% -1.5% Ft. Lauderdale 58.0% 11.5% 2,2% 71.7% +1,5% -5.6% -21,3% -0,6% Clearwater 55.3% 13.8% Oo% 69.216 -1.8% -8.2% 1226.896 -31% Palm Beach 520% 13-8% 16% 67.4% 0.0% -60% -0.5% -1.3% Sarasota 53.6% 11.4% 22% 6T2% -7.7% -99% +1014% -6.496 St. Petersburg 52.0% 14.3% 0,6% 66.9% -3.4% -5.7% -7.1% -4.0% Naples 46.2% 18.1% 0.0% 64.3% -22% -6.5% 39.4% -7.0% Ft. Myers 48.6% 10.6% 4.6% 63.8% -5.0% -39.1% -1.1% -12.9% 'Metrics provided by STR. ,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 hlock of rooms committed at stipulated contrail rates for an extended period longer than 30 days, with payment guaranteed regardless of use, such as for airline news and long-term guests. a NAPLES -MARCO ISLAND EVERGLADES., 64 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 87 of 101 Page 149 of 314 DESTINATION COMPARISONS I FYTD REVENUE Trarlsient2 Group' Contract" Total Translent2 Group' Contract" Total Miami $3,074.68 $610.36 $118.8a $3,863-92 +5.9% +3.0% +14.4% +57% Ft. Lauderdale $1,447.11 $34832 $42.58 $1,83801 -7.4% -5.5% -14.7% -7.3% Palm Beach $909.18 $260.70 $13.93 $1,183.81 -2-7% -0.3% +18.7% -2.0% Florida Keys $880.64 $110,49 $2.38 $993.51 +3.4% -11.8% -7.5% +1.4% Sarasota $430.93 $97.54 $11.77 $590.24 -11.7% -10.8% +120.0% -10.5% Naples $430.17 $152.62 $0,38 $58317 +207% +23.4% -215.9% +21.3% St. Petersburg $420.60 $103,14 92,722 5526.47 -3.3% -0.3% +5.8% -2.7% Clearwater $37415 $84.57 $0.00 $458.72 +3.6% +1.1% �855% +3.1% Ft. Myers $336,24 $80.45 $27.36 $444.05 +17.4% -27.2% +53,6% +71% 'Metrics provided by STIR.' Transient bookings include rooms sold to individuals or groups occupying less than 10 rooms per nigh[ 3 Group bookings Include bookings of 10 rooms or more per night, sold pursuant to a slgned agreement. "Contract bookings include a consistent block of rooms committed at stipulated contract rates for an extended period longer than 30 days, with payment guaranteed regardless of use. such as for airline crews and long-term guests. 55 DESTINATION COMPARISONS I FYTD DAILY RATE downs & st. germain R E 5 E A R C H NAPLEs-MARCO ISLAND EVEHG].ADES.. downs & St. germain ,ft R E S E A R C H Translent2 Group' Contract$ Total Translerlt2 Group' Contract" Total Florida Keys $357.95 $35010 $261.49 $356.65 +5.6% +4,4% -17.1% +54% Naples $341.00 $296.19 $227.65 $327.91 +20.1% +21.9% +11.5% +20.6% Palm Beach $251.02 5270.53 $127.64 $252.15 -2.3% 4.5% 119.9% -0.3% Miami $220.64 $251.02 $122,46 $219.93 +4.3% +7.1% +195% +5.3% Clearwater $20454 $184.90 $746 $200,60 +3.5% +8.0% -956% +44% Sarasota $19757 $188.05 $113.46 $193.37 2.0% +1.4% +12.0% 2.0% St. Petersburg $194.69 $173.72 $106.51 $189.40 +1.1% +6.7% +14,9% +2.356 Ft. Lauderdale $176.98 $215.20 $134.87 $181.78 -7.1% +2.0% +10.A% -5.0% Ft. Myers $165.59 $130.86 $143.07 $166.52 r6.2% 12.7% +33,596 i5,6% 'Metrics provided by STR. ,Transient bookings include rooms sold to individuals or groups occupying less than 10 rooms per night, 3 Greup bookings Include bookings of 10 rooms or more per night, sold pursuant to a slgned agreement. a Contract bookings include a consistent block of rooms committed at stipulated contrail rates for an extended period longer than 30 days, with payment guaranteed regardless of use, such as for airline news and long-term guests. NAPLEERGLA0ISLAND, EVE&GLADES 66 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 88 of 101 Page 150 of 314 DESTINATION COMPARISONS I FYTD REVPAR downs &st germain p E S E A R C H TYansienCd Group3 ContraCt4 Total Transient GrOup3 COntra6i4 Total Florida Keys $230.53 $28.92 $0.62 $260.08 +5.8% -93% -5.4% +3.8% Naples $155.55 $55,19 $0.14 $210.88 +11.5% +14.0% -32.4% +12.1% Palm Beach $130.57 $37.44 $2.00 $170.01 -2.3% +0.1% +19.3% -1.6% Miami $128.70 $28.06 $4.98 $161.74 16.9% 14.0% r15.5% +6.6% Clearwater $113.19 $25.58 $0.00 $138.77 +1.6% -0.8% -85.8% +1.1% Ft. Lauderdale $102.67 $2431 $3.02 $130.40 -5-7% -38% -13.1% -5.5% Sarasota $105,89 $21A8 $259 $129.96 -9.5% -8616 +1254% -8.3% St. Petersburg $101.16 $24.81 $0.66 $126.62 .2.4% +0.6% +6.7% .1.8% Ft. Myers $80,43 $19,25 $6.54 $105.22 +0.8% -37.5% +32.0% -8.0% 'Metrics provided by STR. 'Transient bookings include rooms sold to individuals or groups occupying less than 10 rooms per nigh[ a Group bookings Include bookings of 10 rooms or more per night, sold pursuant to a slgned agreement. Contract bookings include a consistent block of rooms commn[ed at stipulated contract rates for an eMeri period longer than 30 days, with payment guaranteed regardless of use. such as for airline crews and long-term guests. 67 TIAPt,Es - MARCO ISLAND SV6HG1.lS6SS.. 5 INDUSTRY DATA Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 89 of 101 Page 151 of 314 INDUSTRY DATA I CURRENT EMPLOYMENT Collier County Direct Leisure and Hospitality Employment (Fiscal Year)' downs & st. germain H E S E A H C H 35.000 31.000 �.... • .. , ....................•r•••••.• ' 4 � ` ..•tat :'.............. . hiy�......................... ............................ .. .. '•.. 23.000 ...... tirr.......•............ 21,aoo 19.000 17,000 •�e+-a- 15,000 October N-ni bcr Decentb,, January February Marcie Aprll May June. ...FY19 27,300 30300 31000 31,700 32,400 32,400 31,700 30,100 28,300 • • • • • FY20 28.600 31.200 ._._. 31,800 - 32.400 33,000 .... 32.300 17,500 21,400 23,400 • •... FY21 24,700 26,600 27,3150 27,600 28,300 26,700 28,700 27.900 26,900 ...FY22 27,700 29400 3010. 30,000 30g00 31,200 31100 29,900 28, 300 .. -1FY24 29400 31.300 02,100 32,200 32,300 32,900 32,800 31,700 30400 'SOURCe Current Employment Statistic Program (CES) Coilier County teI50re and Hospitality Senor not seasonally adluMd (P) Preliminary. 55 INDUSTRY DATA I RSW PASSENGER TRAFFIC 1,600,000 1.400,000 1200,000 1.000 000 800.000 600,000 400,D00 200,000 Southwest Florida International Airport (RSVV) Passenger Traffic (Fiscal Year)' July August September 27,a00 27, 100 26.900 22,800 22,600 22.600 26160 25,800 25,800 27,600 27,500 27A.0 27,600 27,400 27.300 30,000 29.900 29,600 NAPLES-MARC0ISLAND EVEROLAnss. downs & St. germain H E S E A R C H :•S „ ••'~ti{: October November December January February • • • • • FY19 569,551 UK; 283 958,717 1,050.093 1.117,409 ..... FY20 638 922 B76703 1,07781E 1.132103 1,241,590 •-•e. FY21 417305 500,468 648,011 686,563 725,735 •••••FY22 769, 524 986908 1,085,569 1,044JAr 1.149,61E .....FY23 432,667 812,305 862,36E 932396 957.416 .... FY24 'SOURCE, Lee 737,527 Counry Port 953,025 AuthonN Monthly 1,094,781 Sta[isTics. 1,108,190 1,222.761 March June Aprll May L482.239 1,111.558 725.754 586319 061,221 53,379 143004 237.706 1.162,342 1,T07,004 946,366 039,377 1,514,046 1,221,628 836.379 653.141 1,165,442 961,216 760,330 643,486 1,509777 it33,256 843,270 696.867 70 July August September 570,977 526.519 460,869 256,418 23t283 255.926 814 471 547,534 551,041 571,225 620,532 515,007 670,81E 601,542 560,35E 677,137 6t4,531 523,004 NAPLEERGL DISLAND . EVERGLADES. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 90 of 101 Page 152 of 314 INDUSTRY DATA I LICENSED RENTAL UNITS Ii R°E"5 EAgRrcalH Naples 5,315 1,368 2,676 9,359 Marco Island 1,299 97 1,999 3,395 Immokalee 0 70 104 174 Golden Gate 0 116 0 116 Everglades City 38 36 21 95 Chokoloskee 0 13 1 14 Goodland 0 5 8 13 Ave Maria 0 0 6 6 Ochopee 0 0 1 1 Total 6,652 1,705 4,816 13173 SOURCE Flodtla Deoart—t of Business & Professional ReQWl t— M 41 NAPLE6 MA CO 16LAND EVERGLADES. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 91 of 101 Page 153 of 314 FY2024 Annual Report Contact Info: Naples, Marco Island, Everglades CV13 Jay Tusa, Executive Tourism Director jay.tusa@colliercountyfl.gov Sandra Rios, Public Relations & Communications Manager sandra.rios@colliercountyfl.gov John Melleky, Arts & Culture Manager John.melleky@coiliercountyfl.gov Downs & St. Germain Research (850) 906-3111 1 contact@dsg-research.com Joseph St. Germain, President Joseph@dsg-research.com James Brendle, Project Director james@dsg-research.com THANK YOU Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 92 of 101 Page 154 of 314 APPENDIX K- NAPLES, MARCO ISLAND AND THE EVERGLADES — FLORIDA'S PARADISE COAST COLLIER UNTY, FLORIDA FY2021**.�' IMPACT REPORT Now— ^-74 ONLY PARADISE WILL DO. NAPLES • MARCO ISLAND PARADISECOAST.COM EVERGLADES- FLORIDA'S PARADISE COAST .. .: `y.'.:. �"•.i-tir :a�..�.. law+" •�,':?ia _, ni- =�-_ •-{�!�..� _. Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 93 of 101 Page 155 of 314 FY 2023 TOURISM IMPACT REPORT - NAPLES, MARCO ISLAND, EVERGLADES CVB UPDATE FROM THE TOURISM DIRECTOR To our visitors, Florida's Paradise Coast truly embodies the essence of sun, sea, and serenity. To our community and tourism partners, it embodies the unwavering spirit of teamwork, resilience, and growth. We faced many challenges in the first quarter of FY23 due to Hurricane Ian. Visitation from our core domestic markets in the Midwest and Northeast was severely impacted, our inventory was significantly decreased, and our in -state numbers reflect occupancy rates and lower revenue generated by emergency response teams and first responders rather than leisure and vacation travelers. Broader national economic factors such as inflation affected vacation and travel plans. However, Florida's Paradise Coast demonstrated a remarkable abilityto bounce back. The importance of our international markets and group business cannot be overstated as those visitors and corporate meetings kept our resorts busy and our local hospitality team members employed. Our community's invincible spirit and the allure of our destlnatlon are undeniable and continue to attract visitors from near and far. Tourism is a main economic driver for our destination. In addition to creating livelihoods, providing jobs, and bringing significant economic impact to our County, the Tourist Development Taxes collected from those who visit — nearly $46 million last year alone — greatly benefit all residents of Collier County. From refurbished beaches and new infrastructure to increased services and amenities enjoyed by residents year-round, our tourism economy provides a highly sought—after quality of life. We are delighted to share the achievements and metrics of Fiscal Year 2023, showcasing the continued strength and ever-increasing appeal of Naples, Marco Island and the Everglades — Florida's Paradise Coast. Warm Regards, Jay Tusa, CDMF, CTIS, TMP Tourism Director Naples, Marco Island, Everglades CVB Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 94 of 101 Page 156 of 314 DETAILED METRICS & MARKET INSIGHTS KEY METRICS VISITORS TO FLORIDA'S PARADISE COAST IN FY2023 2,631,200 lmm= 101' 2,474,000 DIRECT VISITOR SPENDING $2,534,605,700 M7� ECONOMIC CONTRIBUTIONS TOTAL ECONOMIC IMPACT $3,594,347,800 TAX COLLECTION ©¢ ; $45,721,318 VISITOR DEMOGRAPHICS • • ^19 PRIMARY REASONS FOR TRAVEL VISITING FAMILY/FRIENDS TRAVEL PARTIES COUPLES AND FAMILIES Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 95 of 101 Page 157 of 314 MARKET INSIGHTS & EMPLOYMENT INTERNATIONAL & DOMESTIC INSIGHTS INTERNATIONAL VISITATION 279,200 +2.9% YOY ll OUT—OF—STATE' 1,921,700 62.4% -35.3% YOY 'O�A FLOPIDA MARKET SHARE 709,500 27% +11.6% YOY *FY23 visitation was significantly impocted by Hurricane Ion, through loss of inventory and domestic visitation. EMPLOYMENT & WAGES it', TOTAL WAGES $1,251,836,5( ftfffl (t = 5,000 JOBS ) JOBS SUPPOPTED Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 96 of 101 Page 158 of 314 APPENDIX L- 2024-2025 ENHANCED MARKETING FUNDING REQUEST Urgent Funding to Counter Negative Perceptions • CVB Distribution Channels o Website & First Party Data, Social Platforms, eNewsletters, Online Communications • Partner Relationships o Real -Time Content Development & Distribution • Media Advertising o To Drive Bookings & Promote that the Destination is Fully Open for Business Optimized Creative Messaging Tailored to Three Key Audiences: • Leisure (Domestic and International) • Groups & Meetings • Weddings Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 97 of 101 Page 159 of 314 Declining Leisure Hotel Occupancy o Collier County last among Florida competitors 2025 New Hotel Room Supply 0 1,000 new hotel rooms o Adding 147,000 leisure room nights to fill Occupancy Drives Visitation/TDT o If demand remains unchanged, Occupancy is forecasted to decrease to 41 % iY25 Hurricane Impacts and Negative Perceptions 0 Ian, Debby, Helene, Milton Softening Tourism Market o Florida Fatigue (Domestic) o Increased International Options o Future Group/Meetings Business (pipeline) 3 Leisure + Group Hotel Occupancy Florida Keys 82% 72.8 % Ft. Lauderdale 11.6% 69.5% Miami 11.3% 69.5% Sarasota r 11.2% 66.2% Palm Beach 14.0% 65.8% Naples 18.1% 64.3% Ft. Myers 10.7% 59.6% Fourth Quarter FY 2024 TDT Collections Percentage Change Year -Over -Year $3,DOO,OgO $2,500,000 12,00V.000 $1,500,000 $1,000,000 $500,000 $0 August September Optdber ■FY ■FY 2023 2024 DestinationT Amelia Island (5%)' 2 Nassau Total TDT 1 $10,686,000 Advertising $12,565,000 , Spent 117 % Travel $2,160,000 Number 13 Space Coast (5%)'' Brevard $25,000,000 $13,380,000 53.5°% $32,000 16 Fort Myers/Sanibel (5%) Lee $36,500,000 $14.300,000 39.2 % $297,450 33 Tampa Bay'1,2 (6%) Hillsborough $42,100,000 $14,900,000 35.4% $1,000,000 41 The Palm Beaches+2 (6%) Palm Beach $31,000,000 $10,230,000 33% $150,000 50 Sarasota2,3 (6%) Sarasota $49,996,721 $14,999,000 30 % N/A 14 Florida Keys (5%) Monroe $61,476,869 $11,935,279 19.41% $1,010,000 8 Naples, Marco Island, Everglades (5%) Bradenton Area CVB3 (S%) Collier Manatee $44,000,000 $30,354,740 $6,000,000 I $3,731,946 13.6% 12.3% $133,000 I $286,206 9 N/A 'T"' DMOs are fan00 fp TOT dbcg wltn 1a-0gI—a Toyrisl 11D, p 111 DislriC[)TIO)end membershipI...A—,i—gcxp 2n.Ps art bg5ed Od only the TOT l.—W Island, Spaee Coast and Visl Yampa Bay were awardM additional landing I.. reserves for rY2025. 2Thesa DMO, are nonprofit corporations MAPLES 3SA0/6raden1an CVBjd,, campaign cn 10,1ingS200.000 with Vol FLontla cvnlribuling wish swo.ax. "CO ISLAND Sadrre: lof—CWnly ChVlar, FR . slate of Florida DeparlmenlW Revenue(M24J, gpeoa C—OX'Fa orT n Sereedla Office olTdunam,Tampa Bey Business J-1,, Amelia Island Offi,&T — EVERGLADES- 4 Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 98 of 101 Page 160 of 314 Emergency Hurricane Recovery Marketing (FUND 1106) Urgent Funding to Counter Negative Perceptions TDT Reserve Investment (FUND1101) • Feeder Market Growth and Expansion • Enhanced Efforts to Impact Off Season • Strengthen Sales Efforts • Expanded Paid Advertising • Additional Research, Data and Insights Fund 1106 reserve account balance is $2,060 300 Fund 1101 expenses include a $12,200. 00 reserve balance 5 $390,000 $5,067,500 a NAPLES MARCO ISLAND EVERGLADES.. Value Supporting $48M $15525 2 8000+ ' TDT Drives Growth and Tourist Development Tax (TDT) Collections Resident Tax Savings Local Tourism Jobs Supports Beaches, County Museums, Culture, $12.2M 3■6B 1 2 B $Environmental Recreation, Community, TDT Promotions Reserve Economic Impact Total Wages Projects Strengthens Reputation as the NAPLES Best Community in America to Live, Work, and Play MARCO ISLAND EVERGLADES_ Collier County, FL I Independent Tourism Impact Study i ADEPT Public Relations, LLC 99 of 101 Page 161 of 314 Stronger Presence in Currently Identified Feeder Markets Expand Summer Target Markets by Expand Winter Target Markets by 3 Enhanced Paid Advertising Opportunities Partner Co-op Programs Luxury Media Partnerships + Collaborations Additional Research, Data and Insights Enhanced Influencer Marketing International Public Relations Digital Marketing Enhancements Groups, Meetings, Weddings Enhancements Travel Trade Enhancements TOTAL INVESTMENT = $5,067,50 Stronger Presence in Currently Identified Feeder Markets Expand Summer Target Markets by 2 Expand Winter Target Markets by 1 Enhanced Paid Advertising Opportunities Partner Co-op Programs Luxury Media Partnerships + Collaborations Additional Research, Data and Insights Enhanced Influencer Marketing International Public Relations Digital Marketing Enhancements Groups, Meetings, Weddings Enhancements Travel Trade Enhancements TOTAL INVESTMENT = $3,707,500 OPTION 3 Stronger Presence in Currently Identified Feeder Markets Expand Summer Target Markets by 3 Additional Research, Data and Insights Enhanced Influencer Marketing Digital Marketing Enhancements Groups, Meetings, Weddings Enhancements Travel Trade Enhancements TOTAL INVESTMENT = $2,462,500 NAPLES MARCO ISL AND EVERGLADES_ Collier County, FL I Independent Tourism Impact Study I ADEPT Public Relations, LLC 100 of 101 Page 162 of 314 Page 163 of 314 Page 164 of 314 n - 14 }e � A 4, � 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 161.2). The Agreement included the U.S. Open Pickleball Championships for years 2019 to 2021 (Agenda item 16.17.4). 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 Page 166 of 314 9/24/2024 Item # 11.E ID# 2024-1058 within TDC Promotional Fund (1101) in the fiscal years as outlined in the contract (total expenditure is $1,050,000). A 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: THIRD EXTENSION AND AMENDMENT Signed MD Original contract and first ex FINAL Second Extension and Amendment - Spirit Promotions Spirit Promo Pickelball 2020 thru 2024 US Pickle Ball Open _ 2024 Presentation Page 167 of 314 z W z O V LL O W mi co 00 Ln Ln vi Ln pl I Q I'D 00 NLi N n C vi CA L a..i C. M p � U iC G7 M u ^ Ln 0) L O �� C 3 ul s Mai o, c Nf 'r � N oul > m Q. m CL m .p. G O >+ L. 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R E $ > 0 .� � 2 0 g U � @ % ( (n E 0 E $ 7 E 3: 0- > Q 0 -0 / g .> 0)g 0 -0 0 @ � 2 Ln @ g O ' � E c O ' 0 $ E C 0 '� r- O a) (n � > m � O Q u u � E p / 7 � cu O E _ 7 g f 0- $ g O co / r 0 a) g CD o� .0 m � % @ c @ E CL a 0 @ Co N 0 0. w m ma) m g � E� u 2 0 .� W 0 W Q O � C C � � O i� 0 0 00 N (0 n DATE: March 14, 2025 TO: Jay Tusa, Sandra Rios Naples, Marco Island, Everglades CVB FROM: Erin Murphy, Mackenzie Comerer, Brittany Chapman Lou Hammond Group CC: Lou Hammond RE: March 2025 TDC Report Following is a summary of services conducted by Lou Hammond Group on behalf of the Naples, Marco Island, Everglades CVB during March 2025. 1) MEDIA HIGHLIGHTS FamilyVacationist Online March 8, 2025 UVM: 41,476 Ad Value: $1,384.87 USA Today Online March 17, 2025 UVM: 3,621,976 Ad Value: $2,082.64 StyleBlueprint Online March 21, 2025 UVM: 115,339 Ad Value: $1,524.83 Southern Living Online March 30, 2025 UVM: 18,174,865 Ad Value: $10,450.55 Yahoo!Life Online March 30, 2025 UVM: 39,488,009 Ad Value: $22,705 AOL.com Online March 30, 2025 UVM: 21,037,345 Ad Value: $13,706 Page 281 of 314 TOTALS Media Impressions: 82,479,010 Media Value: $51,853.89 2) MEDIA RELATIONS • Registered to represent CVB at IPW 2025, U.S. Travel Association's four -day event in Chicago which showcases U.S. travel destinations to international and domestic journalists • Met with Garden & Gun team to discuss earned media support at summer and fall events 3) PROJECTS/MEDIA OUTREACH Monthly Pitches • Health & Wellness Resorts; Destinations for Rest & Relaxation • Earth Day Travel Experiences • Best Places to Travel with Kids in the U.S. in 2025 • Best Camping Sites in Florida • Best Babymoon Destinations • Spring Travel Deals • 150 Golf Courses You Need to Visit Before You Die • Noctourism Trend: Stargazing • Affordable Lodging, Activities and Dining in Marco Island • High -End Fashion Collaborations at Luxury Properties 4) PARTNER COMMUNICATIONS Partner Newsletter • Agency assisted in creation of monthly CoastLines Newsletter and deployment to partners on March 28 Partner Interviews • The Naples Beach Club, A Four Seasons Resort public relations agency • President of the Everglades Society for Historic Preservation • Bleu Provence • WOLFMOON • Nat Nat Naples Page 282 of 314 ZLO 0 CAI 0 �r u Cie � � � � V) Q� 0 V) 0 00 � � ♦ � Ln N O N Q � n ► ► � Q c U q \ / / I § ƒ \ & t 0 E Ln� CU o E » •/ ct / \ � m / % _ ct z u U \ O % O 0 U \ & 2 � _ _ 0 U � 4-J ct Ln o � / 411 a n cu cz 'C o � cz r. § o § § u � 4-1 ■ ■ ■ ■ ■ CB cc a--' fn O O Q CO U >O CD i 4- CO Qi LL Cll C N CO w CO O N Q cB Q N N Ong 0 CD OD N N a) N d 3 0 v M w O 00 W N N O7 (6 d C) C O C) C O ll- 00 LO C� O O C", .� cn 4-, U J 4-J U ate-J N U c O O � � � O N >' C.. 4-J cz O ct A O 3 0 0 0 a �L .■ 11 WA �m# I Al. -qu WL\ a a r. k L n 4 Ct7 .� 1 C14 Vol I v 1 CD 4 7 All %La I -%� I A� I 2f ad c a� H� aJ� � H a '- N W E LL, LLM 0 a, `4Z y. n � 4� Elk f %j ►�j a V Cie V1 4— L } � cn T I � � i L � i Q � i O 1 t F +c I lw r k at -�---Y--rr � v M O It N N 0) (0 d u r i O E O V N E D D E a� a LO rn CV cm m d Collier County TDC - Meeting Date: May 20, 2025 STAFF REPUR'i-S This report summarizes staff activity from March 1-31, 2025, detailing key activities, actions, recaps, and actionable insights by focus area. Page 296 of 314 TABLE OF CONTENTS Page 1. Staff Topline Activities 3 2. Arts & Culture 4 3. Public Relations & Communications 5 4. Digital, Social, and Film 7 5. Group Meetings 8 6. Midwest Sales 9 7. Specialty Markets 12 8. Global Travel Trade 13 9. International Sales - UK & Ireland Markets 15 10. International Sales - DACH & BeNeLux Markets 17 2 Page 297 of 314 1. STAFF TOPLINE ACTIVITIES ARTS & CULTURE • Completed first quarter reimbursement process for TDT Arts and Culture grants. • Began planning for final reports and FY 2025-2026 grant application layout. PUBLIC RELATIONS & COMMUNICATIONS • Earned media efforts for February 2025 resulted in 82,479,010 media impressions, generating a media value of $51,853.89. • Media highlights included placements in Family Vacationist, USA Today, Styleelueprint, Southern Living, and Yahoo!Life. DIGITAL, SOCIAL AND FILM • Continued the transition of the CVB website to the Granicus platform. GROUP MEETINGS • Presented to 50 planners at the HelmsBriscoe FL Region Q1 Meeting at Naples Grande Beach Resort, March 7, 2025; hosted a destination overview for 12 HelmsBriscoe planners on March 8, 2025. • Attended the Imagine Solutions Conference at Arthrex One, March 9-10, 2025. • Participated in SITE FL & Caribbean Women's International Summit, Fort Lauderdale, FL, March 20, 2025. MIDWEST SALES • Two groups turned definite, totaling 82 room nights. • Naples, Marco Island, and the Everglades featured in SITE Chicago's newsletter. SPECIALTY MARKETS Industry Engagement and Lead Development: Active participation in events such as the HelmsBriscoe Q1 Anniversary Luncheon and the Small Market Meetings Tradeshow strengthened relationships with industry partners. Assisted planners like Stephanie Higgins with the upcoming Health-ISAC event, reinforcing commitment to new lead cultivation. Destination Weddings Marketing: Reviewed and enhanced destination wedding campaigns, collaborating with Paradise Advertising and exploring promotional partnerships with David's Bridal and Georgia's Bridal Expo. GLOBAL TRAVEL TRADE • Travel advisors reported increased interest in multigenerational travel within the luxury segment. • Families are seeking more space, privacy, and exclusive experiences such as private chefs, butlers, and customized itineraries. UK & IRELAND MARKETS • Hosted Lusso, a luxury UK 626 tour operator, for a familiarization trip March 7-8; featured partners included The Ritz -Carlton, Naples, Naples Bay Resort, JW Marriott Marco Island Beach Resort, Edgewater Beach Hotel, and Naples Princess. • Florida's Paradise Coast was one of six U.S. destinations featured in the Irish Daily Star's "Joys of Spring" article (Circulation: 184,000 1 EAV: $3,829). Page 298 of 314 DACH & BeNeLux MARKETS Attended ITB 2025 with co -exhibitors Naples Grande Beach Resort and Naples Bay Resort, March 4-6, 2025. Hosted a dinner for team members of Discover Airlines in collaboration with Fort Myers & Beaches and the Lee County Port Authority on March 3, 2025. 2. ARTS & CULTURE John Melleky, Arts and Culture Manager TDT Arts and Culture Grants • Reviewed financial reimbursements for Naples Art District, United Arts Collier, Friends of Rookery Bay, Artis—Naples, Marco Island Center for the Arts, The Holocaust Museum, and Golisano Children's Museum of Naples. • Developed a detailed final report for grants and began testing it with the non -County museum recipients. General CVB Projects • Website: Attended meetings about the new website project. • Advertising and Public Relations: Attended review of the public relations plan, along with update meetings on advertising campaigns. • Budget and Expenses: Responded to general questions from the Office of Management and Budget on bills, invoices, travel process, and grants. Cultural Ads Project Contacted arts organizations to obtain their current logo and information for ad placements for their 2025-2026 programs. ARTE VIVA! — Hisoanic Art Festival Extended the call to artists for the 2025-2026 poster until the end of April. Outreach to Arts and Culture Organizations Outreach to organizations includes meetings, introductions, and attending various arts and cultural activities throughout the month. • March 6: Opera Naples, Festival Under the Stars, La Boheme (TDT Grant, first visit) (p-card $82*)• • March 7: Opera Naples, Festival Under the Stars, The Mikado (TDT Grant) (p-card $82*). • March 8: Artis—Naples, Entangled in the Mangroves exhibition opening. • March 8: Marco Island Art Show. • March 8: Goodland Art Show. • March 9-10: Imagine Solutions Conference. • March 12: The Naples Players, Man of La Mancha (iARTE VIVA! event) (p-card $57.50*). • March 13: Marco Island Historical Museum, Mackle Homes exhibition opening. • March 14: WGCU, meeting on grant reporting. • March 19: Inn of Naples, meeting and tour. 4 Page 299 of 314 • March 19: Perry Hotel, opening. • March 20: Gulfshore Playhouse, Lady Day at Emerson's Bar and Grill (TDT Grant, Struthers Series, first visit) (p-card $109*). • March 25: Grant Thornton Invitational/CME meeting. • March 27: Grand Piano Series, Angels and Demons (first visit) (p-card $63*). • March 28: The Studio Players, Lend Me a Tenor (first visit) (p-card $37.75*). *Due to Collier County policies and a review by the County Attorney's office, free tickets to events and productions cannot be accepted, even for grant -funded programs. No fundraisers are included in activities paid through TDT funds. Activities paid by TDT money are pre -approved before the purchase occurs. Tickets are obtained for iARTE VIVA! events, TDT Arts Grant -funded projects, and to ensure at least one visit to each arts organization per season. If organizations have multiple series, only one activity in each series is chosen. Upcoming Strategic Initiatives Finalize TDT Grants final report forms, complete the FY 2025-2026 grant application form, and open the application process. Prepare for an iARTE VIVA! meeting to plan the 2025-2026 schedule. 3. PUBLIC RELATIONS & COMMUNICATIONS Sandra Rios, PR & Communications Manager Media Updates • Finalized itinerary for VISIT FLORIDA FAM with Saliha Hadj-Djilani, a French journalist for Escapade Magazine, scheduled for April 22-24, 2025. • Hosted Adam Robb, a seasoned freelance journalist specializing in luxury travel, dining, and lifestyle, with bylines in Time, Wine Enthusiast, VinePair, Conde Nast Traveler, and Thrillist. • Hosted Jessica Baltzersen, contributing to National Geographic and Sierra, for an article on Big Cypress Preserve. Communications • Participated in statewide DMO monthly call and received updates. • Reviewed focus group videos from Dallas, Cleveland, and Boston sessions. • Attended networking event at Historic Palm Cottage. • Participated in monthly FRLA Board of Directors meeting. • Participated in monthly SWFL Press Club Board of Directors meeting. • Responded to media inquiries from Gulfshore Business, Naples Daily News, and The News -Press. Drafted and distributed the March edition of CoastLines. • Conducted outreach to all hotels to update listings on the website. • Conducted outreach to meeting hotels to obtain new images for the Meetings page of the website. Marketing • Attended March TDC meeting. • Attended FRLA Monthly Board of Directors meeting. • Attended 2025 Imagine Solutions Conference. • Held bi-weekly planning calls with Lou Hammond Group, PR agency. • Held bi-weekly planning calls with Paradise Advertising team. • Held weekly internal staff planning meetings. Page 300 of 314 • Participated in annual budget planning meetings. • Toured Inn of Naples hotel. • Participated in Tourism Star Awards planning meeting. • Observed Dallas, Boston, and Cincinnati focus groups via Zoom. • Completed multiple requests for media and marketing assets. • Reviewed and approved marketing campaign collateral and campaign estimates. • Created custom image library for Innovate Cybersecurity Summit (2026 & 2027) at the JW Marriott Marco Island Beach Resort. • Planned campaigns to promote USA Today 1013est Awards for Naples Zoo, Small Town Food Scene, and The Revs Institute. • Prepared RFPs for PR Agency and Tourism Marketing and Promotions. • Planned participation in Garden & Gun summer and fall culinary events. Planned Dark Skies marketing campaign. • Planned and fulfilled US Minto Open Pickleball Tournament marketing campaigns. Participated in planning meetings for 2026 sponsorships of Grant Thornton Invitational and CME Group Tour Championship. • Updated CleanPix photo galleries, with specific focus on partners and group meetings. • Prepared and approved Travel Trade marketing campaign elements. • Finalized 2026 Visitor Guide updates. • Prepared for attendance at IPW tradeshow. • Supported preparations for Golden Gate High School's hospitality and tourism curriculum development. • Coordinated website map updates for Granicus transition timeline. • Reviewed advertising estimates for approval and signature. • Collaborated with Lou Hammond Group and international PR agencies to strengthen outreach to global markets. News, Articles, Press Releases • Forbes (UVM: 51,947,650): Article published featuring Yosie Crespo, Director of Sales & Marketing at The Perry Hotel Naples, titled "These Remarkable Women Are Redefining Hospitality Leadership." • Miami Herald (UVM: 10,262,049): "Best Florida Getaways for Every Family's Travel Style." • FamilyVacationist (UVM: 41,476) article titled "From Beaches to Theme Parks, the Best Florida Family Vacations Grove There's Something For Everyone." The article was syndicated to USA Today (UVM: 3,621,976) under the title "10 Florida Destinations to Suit All Interests and Ages." • USA TODAY10Best (UVM: 393,536): Standalone feature titled "Reduce Food Waste: How to Transform Food Scraps into Culinary Gold," highlighting Bicyclette Cookshop's Chef Kayla with expert tips and two simple recipes for reducing food waste at home. • StyleBlueprint (UVM: 115,339): "30+ Wildlife Watching Destinations in the South," spotlighting Big Cypress National Preserve and Everglades National Park. • National Geographic (UVM: 27,000,000): "7 Places to See Wildlife in the U.S. this Spring," recommending birdwatching in Everglades National Park. • Travel + Leisure (UVM: 16,000,000): "The Everglades Is One of America's Most Overlooked National Parks —Why You Should Visit" • Smart Meetings (UVM: 55,000): "Notes from the Road: Marco Island," highlighting the JW Marriott Marco Island Beach Resort. 0 Page 301 of 314 • Travel Dreams Magazine: "Naples Grande Beach Resort: The Place to Go for Luxury in South Florida," touting Naples Grande Beach Resort as the premier luxury option in South Florida. 4. DIGITAL, SOCIAL, AND FILM Buzzy Ford, Film Liaison, Digital & Social Media Coordinator Social Media 2025 2024 Linkedln Linkedln Post Sent: 13 Linkedln Post Sent: 5 Engagements: 128 Engagements: 293 Followers Gained: 12 Followers Gained: 21 Impressions: 1,056 Impressions: 3,003 Facebook Facebook Posts Sent: 40 Facebook Posts Sent: 17 Engagements:30,815 Engagements:12,541 Link Clicks: 3,500 Link Clicks: 17 New Fans: 408 New Fans: 545 Impressions: 5,723,679 Impressions: 3,956,366 Instagram Instagram Media Sent: 76 Instagram Media Sent: 39 Engagements:2,245 Engagements:1,982 Followers Gained: 297 Followers Gained: 485 Instagram Impressions: Instagram Impressions: 471,696 5,016,143 CrowdRiff 5.1k interactions and 19k 15k interactions and 25k views views ThresHold360 Engagement:11.40% Engagement:16.01% Google Views: 96,551 Google Views: 34,737,373 Clicks: 42,494 Clicks: 39,556 Tasks • Film permitting (FSU) • Update PR section of the website • Generate UGC content • Conduct Facebook and Instagram Live broadcasts • Update partner listings and website articles • Process visitor guide requests • Monitor social media channels • Update the website media center with PR initiatives and published articles • Gather media assets from various events • Write monthly CoastLines article • Generate TDC Monthly Meeting agenda • Update the "In the News" section to highlight destination coverage 7 Page 302 of 314 5. GROUP MEETINGS Lisa Chamberlain, CMP, Group Sales Manager Subject 2025 2024 Number of Meeting Planner Contacts 78 (vs.76 in Jan; 57 in Dec; 44 60 in Mar 2024 in Nov; 47 in Oct; 52 in Sept) Number of RFP Leads Distributed 29 leads sent (21 in Feb; 30 in 43 leads sent (vs 39 in Jan; 12 in Dec; 16 in Nov; 41 Feb; 28 in Jan) in Oct; 23 in Sept) Number of Shows Attended 0 in Mar (vs. 1 in Feb; 1 in 2 in Mar; (1 in Feb; 2 in Jan; 1 in Dec; 0 in Nov.; 0 in Jan; 0 in Dec; 1 in Nov) Oct; 0 in Sept; 1 in Aug) Events Attended / Sales Activity • March 1: Imagine Solutions 2025 Conference at Arthrex One, Naples, FL. • March 1: Southwest Florida Concierge & Guest Services Association March Meeting at South Street City Grill; $15 employee expense. • March 3: Maritz partnership onboarding call and competitive set discussion. • March 4: Attended HelmsBriscoe Florida Team Meeting Q1 Welcome Event. • March 5: Destination presentation to 50 attendees at the HelmsBriscoe Florida Team Meeting. • March 5: Meeting with sales representatives from Seafair Yachts. • March 6: Destination overview trolley tour and luncheon for 12 HelmsBriscoe planners. • March 6: Florida Historical Society Croquet Event at Palm Cottage. • March 9: Imagine Solutions Speakers Welcome Reception at Innovation Hotel. • March 14: TDC orientation meeting for new TDC Board Member Darrin Palumbo. • March 18: Tourist Development Council Meeting. • March 19: Small Business Institute lead. • March 19: Site visit to the Inn of Naples hotel with Jim Hennessy. • March 19: Paradise Advertising and HPN Global partnership kickoff call. • March 19: Perry Hotel Naples grand opening. • March 20: Society of Incentive Travel Excellence (SITE) FL & Caribbean Women's International Summit in Fort Lauderdale, FL. • March 21: Finalized Global Meetings & Incentive Travel Expo (GMITE) 2025 arrangements. • March 21: Standing planning call with Paradise Advertising. • March 24: Planning for Golden Gate High School speaking engagement in April. • March 25: AIT Leadership Conference lead. • March 25: Planning call with Rob Hartman regarding Grant Thornton and CME. • March 26: Attended two industry webinars. • March 28: Assisting Paradise Advertising with upcoming meetings shoot. • March 31: Planning meeting at Hilton Naples. • March 31: Filming Global Meetings Industry Day message at The Ritz -Carlton, Naples. • Meeting Escapes content review and approval with Paradise Advertising. • Submitted Coastlines article. • Connected with and assisted meeting planners who submitted leads directly or through Cvent and other channels. W Page 303 of 314 Upcoming Strategic Initiatives • Preparing for upcoming appointments at GMITE, Prevue Meetings, and IRF. • Reviewing the FY24/25 travel calendar and identifying valuable events to attend. • Planning content for the monthly Meeting Escapes email to planners with Paradise Advertising. • Collaborating with Paradise Advertising on updated group sales document content, including new contacts, specific capacities, and updated images for the collateral sales piece. • Continuing to work with Paradise Advertising on Linkedln content to highlight relevant educational topics in monthly posts. Lookine Forward • May 5-9: Global Meetings Industry Exchange (GMITE) 2025, Braselton, GA. • May 19-21: Prevue Meetings Survival Strategies Summit, Clearwater, FL. • June 1-4: Incentive Research Foundation (IRF) Invitational. • July 8-11: Florida Society of Association Executives (FSAE) 2025 Annual Conference, West Palm Beach, FL. Destination presentation at the HelmsBriscoe Florida Region Q1 Meeting, Naples Grande Beach Resort March 5, 2025. 6. MIDWEST SALES Synergy Destination, Maura Zhang, Managing Partner Subject 2025 2024 Number of Meeting Planner Contacts 350 200 Number of RFP Leads Distributed 24 34 Number of Shows Attended 4 3 RFPS Event Name Organization Contact State Dates Room Nights Weed man/Turf hold ings 2026 HelmsBriscoe Paul Flynn WI Nov 28—Dec 2, 902 Annual Meeting 2026 Benjamin F Edwards Golf Event HelmsBriscoe Wendy MO 81 2026 Kammer Old National Bank Board Direct Travel Ann Marie MN November 10— 29 0 Page 304 of 314 Meeting 12, 2025 DMA Delivers 2026 Fall Meeting Creative Group Suzanne Hale IL November 15— 401 19, 2026 Big 8 East Leadership Team Maritz Allison Fegley MO April 7-10, 2025 53 Offsite Kathryn Wolf Maritz Kathryn Wolf MI April 3—May 7, 811 2026 NAESP/NAESP 2026 State ED Maritz Lauren AZ April 26—May 1, 370 Professional Development Reiman 2026 2026 Abbott Vascular National HelmsBriscoe Kim Gillespie MN January 31— 2170 Sales Meeting February 6, 2027 2026 Abbott Vascular National Maritz Amy Braum MO November 12— 38 Sales Meeting 14, 2025 2026 Playa Bowls GM Summitt ritz Select Jennifer OH March 22-26, 1175 Veslko 2026 NetApp President's Club 2027 Creative Group Garrett IL Sept 15-19, 843 Peterson 2027 2026 APOC National Sales HelmsBriscoe Debbie OH February 7-14, 605 Meeting Hershhfield 2026 Benjamin F Edwards SVP/VP HelmsBriscoe Wendy MO August 23-27, 40 Retreat Kammer 2025 Eaton Aerospace Global Maritz Select Jeanne Kirk TX/MO February 5-12, 1089 Leadership Summit 2027 2027 Eaton Aerospace Global Maritz Select Jeanne Kirk TX/MO February 6-13, 1089 Leadership Summit 2026 2026 RFPNov22424 Maritz Wendy NJ/MO April24-30, 1310 Lacovides 2026 NAED Overflow Rooms HelmsBriscoe Kim Kossl MO May 17-21, 100 2025 The Kiwi Club 2028 National Conference Direct Judy NE April 3-8, 2028 407 Biennial Convention Kirchmann NCM Associates208O Naples Maritz Tina Lamar MO February 7-9, 49 February 2026 2026 2026 HealthMarkets Annual & CWT Meetings Amy Pederson MN June 12-17, 1,112 Agent Training and Events 2026 NCM04463 2018 Naples March Maritz Kristen Fried MO March 6-12, 78 2026 2026 CITGO - President's Meeting Maritz Donald Potter MO March 30—April 1081 FY29 6, 2028 10 Page 305 of 314 Jostens 2027 ABM HelmsBriscoe Debbie Van MN January 12-21, 2950 Ravenhorst 2027 Asset Mark 2025 HelmsBriscoe Lauren Pontier CA February 11-14, 100 2025 *New definites in Red Prospecting and Other Activities • Contacted all incoming leads for updates and recommendations and followed up with open leads. • Conducted Linkedln outreach, eblasts, and prospecting to the Northern California database in support of the Synergy client event. • BQ attended GPS Events in Minneapolis, Milwaukee, and Chicago, presenting to 95 meeting planners. • BQ attended two SITE Board meetings and two SITE committee meetings. • BQ completed follow-up with SITE AGM registration list. • BQ completed follow-up with GPS Tradeshow registration lists. • BQ attended SITE CSR event with 30 participants. • BQ attended a virtual American Hospital Association meeting for Destination Reps. • MZ attended the SITE Florida Theater Night networking event in Tampa on February 12. • MG attended the SITE Northern California Networking Event on February 4 in San Francisco. • Synergy hosted a Padel client event in San Francisco on February 20, with eight clients attending. Looking Forward (Trade Shows & In -Market Events) • April 3: GMID events in Chicago and San Francisco, BQ and MG attending. • April 9-10: GPS Tradeshows in Toronto and Montreal, MZ attending. • May 1: Destination Reps Chicago Educational Program, BQ attending. • May 4-5: SITE Chicago Board of Directors Retreat, BQ attending. • June 2025: Sonoma Valley FAM, dates to be determined. • June 1-5: IRF Invitational in Cancun. • June 17-19: MPI-WEC in St. Louis, BQ attending. • July 17: Destination Reps Client Event, BQ attending. • July 31: SITE Chicago Membership Networking Event, BQ attending. • August 1: SITE Chicago Grand Slam event, BQ attending. • August 5: M&IWW Schaumburg, attendance to be determined. • August 20: GPS Events Des Moines, BQ attending. • August 21: GPS Events Chicago, BQ attending. 11 Page 306 of 314 7. SPECIALTY MARKETS Michell Pirre, Sales Assistant Subject 2025 2024 Number of Travel Agent & Tour Ops Contacts 0 0 Number of Meeting Planners 21 6 Number of RFP Leads Distributed 9 Leads sent with 6 Leads sent with $7,693,816.31 potential $207,127.75 potential EIC EIC Number of RFP's Awarded 0 3 RFPs definite with estimated $147,846.51 potential EIC Event Attended / Sales Activity • March 5: Met with Rob Hannon and Roberto Torrez of Seafair Yachts at the CVB; plans to begin accepting leads by December 2025. • March 6: Attended HelmsBriscoe Q1 Anniversary Luncheon and Presentation at Naples Grande Beach Resort. • March 7: Participated in HelmsBriscoe Q1 Anniversary Destination Overview Trolley Tour and luncheon with planners. • March 17: Participated in weekly CVB staff meeting. • March 20: Met with Bryan Kassner, Area Sales Manager at Hampton Inn Naples, at the CVB. • March 25: Met with Kimberly Hilty, Director of Sales at AC Hotel Naples 5th Avenue, to discuss the upcoming Small Market Meetings Tradeshow. • Continued follow-up with all incoming leads and provided updates to pending leads. • Assisted Stephanie Higgins, meeting planner for the Health-ISAC event at Naples Grande Beach Resort in May 2025, with recommendations for offsite venues, DMCs, and transportation. • Coordinated site visit for the Pella Board of Directors Meeting 2025, including LaPlaya Beach & Golf Resort, Naples Beach Club, A Four Seasons Resort, and The Ritz -Carlton, Naples. • Joined Group Travel Family membership; currently setting up the CVB listing and associated member benefits. Upcoming Initiatives • Reviewing Destination Wedding campaigns with Paradise Advertising. • Exploring new wedding promotions, including David's Bridal postcard opportunities via The Pearl and tote bag advertising at Georgia's Bridal Expo. • Collaborating with Paradise Advertising to update the Inspirations of Paradise bridal guide. Looking Forward • April 30—May 1: Small Market Meetings Summit (Group Travel Family) • June 1-3: Small & Boutique Meetings - Spring (NorthStar) • August 6-8: Going on Faith Conference (Group Travel Family) 12 Page 307 of 314 8. GLOBAL TRAVEL TRADE Claudia Wood, Global Sales Manager Subject 2025 2024 Number of Contacts 214 48 Number of FAM/Site Visits 1 0 Number of Tradeshows/events 2 1 Monthly Activities • March 3: Attended weekly Big Rocks strategy meetings at CVB. • March 4: Reserved SKAL dinner at Aqua 5th Avenue and submitted BEO. • March 4: Participated in Travel Weekly webinar re: Classic Vacations. • March 5: Meeting with Seafair Yachts and CVB team. • March 7: Dropped off welcome bag for UK LUSSO product managers visiting for one night. • March 10: Attended weekly Big Rocks strategy meetings at CVB. • March 10: Monthly meeting with UK office re: upcoming initiatives. • March 11: Monthly meeting with Diamonde re: upcoming initiatives. • March 11: Completed TDC report for April meeting. • March 12: Movement Marketing planning meeting with Paradise. • March 12: Participated in Travel & Tourism Research Association (TTRA) webinar: Measuring Marketing Effectiveness. • March 12: Submitted Travel Trade FY26 Budget. • March 13: Attended Ladies Power Luncheon (p-card $39). • March 14: Submitted article for Coastlines e-newsletter. • March 17: Attended weekly Big Rocks strategy meetings at CVB. • March 18: Participated in webinar: Destination Decisions. • March 19: Meeting with the Hilton Tapestry Collection re: new ownership, Peregrine. • March 19: Attended Grand Opening event at The Perry Hotel Naples. • March 20: Participated in Al webinar: Al That Just Works. • March 25: Participated in SKAL board meeting. • March 25: International PR Zoom meeting with LHG, Oomac, and Diamonde. • March 25: Hosted VAX VacationAccess webinar promoting Florida's Paradise Coast to travel advisors. • March 26: Attended monthly SKAL SWFL Chapter Meeting and Dinner (p-card $55). • March 27: Teams meeting with TravPro team to set up webinario. • March 29: Represented CVB at the VAX Las Vegas Travel Agent Forum pre -conference event. • March 30: Presentation to VAX travel advisors. • March 30: Presented Paradise Coast at the roundtables portion of the Las Vegas Travel Agent Forum. Enhanced Budget Activities • BranchUp e-newsletter distributed. • Ongoing: Visit Florida Delta Vacations campaign. • April: Amadeus campaign reporting to begin. • April 15: Signature Travel Network announcement. • May 1 & September 10: Movement Marketing webinars. 13 Page 308 of 314 • June 3: TravPro webinar. • September 2-5: Movement Marketing luxury domestic FAM. International Representation • Ongoing review of activity summaries and approval of projects aligned with strategic international marketing, including co-op campaigns, tradeshows, and media/PR initiatives. • German FAM approved for December 2025. • Preparations underway for IPW in Chicago, June 15-18, 2025. Diamonde representative Annette Eckhardt to site new Naples offerings prior to IPW, June 11-14. Florida's Paradise Coast Pro - Stats through March 31, 2025 kk L Registered 443 Training Started 356 Training Finished 233 Total Partner Handoffs 89 Total Destinations Sessions 50 Total Collateral Views 1,019 Total Shares 80 Total Downloads 12 Total Favorites 250 Looking Forward • April 1-3: Las Vegas Travel Agent Forum Trade Show • April 21-24: Travel Weekly/Visit Florida Ambassador FAM • April 29-30: ASTA SWFL Spring Fling • May 1: Movement Marketing Webinar • May 5-7: ULTRA Summit Claudia Wood presenting at the VAXAccess event, with Josef Shomperlen, VAXAccess host. 14 Page 309 of 314 9. UK & IRELAND MARKETS OMMAC, Oonagh McCullagh, Managing Director UK and Ireland Market Update • UK inflation decreased to 2.8% in February, below expectations, benefiting Chancellor Rachel Reeves' Spring Statement. This highlights rising disposable incomes, a National Minimum Wage increase, and no further tax hikes, potentially supporting increased travel spending. • A major fire at Heathrow on March 21 caused widespread travel disruptions, including flight cancellations and diversions. • According to Aviva's latest 'How We Live' report, 83% of UK adults plan to travel in 2025, with rising budgets; 14% are setting aside over £5,000 per trip. Marketing, Sales, and Promotional Activity Trade Overview • New data from Nationwide reveals a significant increase in UK holiday and travel spending post - pandemic, with holiday spending rising by 520% and travel spending by 436% since 2021. • Virgin Atlantic reports a £20 million pre-tax profit, with record revenue of £3.3 billion. • Trade sales for Elegant Resorts have increased by 14% in the first ten weeks of the year, compared to the same period in 2024. (Participating partner we are working with.) • Kuoni is extending its flight price guarantee to more destinations, including Florida, until October 2027, allowing agents to secure early bookings without price hikes. (Participating partner.) Trade Activity • Trade FAM Pre-IPW June 2025 — Following the success of the Aer Lingus Taste of America Sales Mission, we are seeking support from the airline for our pre-IPW FAM, co -shared with Central Florida. This will highlight the direct nonstop Manchester —Orlando service in the UK. • BA and BA Holidays Co-op Campaign — Providing assets and reviewing copy to ensure positive coverage of Florida's Paradise Coast. • US Airtours/Travel planners — Participated in their training event for over 25 agents and provided follow-up assets and copy approval for the co-op campaign. • Visit Florida — Ongoing follow-up regarding trade and media opportunities. As Visit Florida will no longer attend WTM, a new standalone event, Florida Huddle UK, is proposed for September. • Market Sentiment — Updating CVB and monitoring the UK and Ireland market. The market remains resilient and stronger than other European markets. While media coverage indicates a decline, tour operators report minimal impact. • Hablo — UK & Ireland training platform for ongoing engagement confirmed. • Media FAM — Aiming to partner with Virgin Atlantic Holidays and Virgin Atlantic for air support. • Ongoing Follow-up — Engaging with various tour operators post co-op activity and registering for upcoming events and opportunities for 2025. • Updates — Industry updates are included within our CVB weekly Zoom meeting for planning. • Mailing House — Maintaining the distribution of CVB literature for consumer and trade requests. 15 Page 310 of 314 Lusso Travel FAM — Front row (L-R): Agents with host Katie Galbavy, The Ritz -Carlton, Naples; with host Candace Harris, Edgewater Beach Hotel. Back row (L-R): During Naples Princess Sunset Cruise, and with host Jada Shigley, JW Marriott Marco Island Beach Resort. Public Relations and Communications Activity • Key trends: springtime holidays, detour destinations, affordable trips, and local UK breaks. • Distributed one (1) newsletter titled 'Springtime in Florida's Paradise Coast,' highlighting the region's abundant offerings during the low season. • Sent four (4) media pitches themed around sustainable travel, U.S. destination news, hotel updates, and 'noctourism' experiences. • Met with three (3) media contacts this month, including Francesca Shillcock, Digital Travel Editor at HELLO! Magazine; Rhodri Andrews, Special Projects Editor at Travel Weekly; and freelancer Andrew Hildreth. • The UK team met with LHG to discuss upcoming activities and how both teams will collaborate to promote Florida's Paradise Coast in the UK & Ireland market. Date Publication MediaType Journalist Headline Reach EAV ($) 3/6/25 Irish Daily Star Print RohanSmyth Joys of Spring 184,000 $3,829 Six US Destinations for a 3/14/25 Viestra Online Alexandra 56,000 $484 Beautiful Springtime Magazine Holman Escape Ranked: Florida's Most 3/20/25 IoveEXPLORING Online Frances 216,200 $1,870 Beautiful Small Towns Carruthers and Cities The World's Most Beautiful Wilderness Still 3/26/25 MSN Ireland Online Ella Buchan 2,332,140 $19,745 Untouched by Humans TOTAL (4) 2,788,340 $25,928 16 Page 311 of 314 10. DACH & BeNeLux MARKETS DiaMonde e.K., Annette Eckhardt, Account Director March RPviPw • Attended the Visit USA Media Breakfast on March 5, with 160 registrations. • Attended the Visit Florida Pan Am Lounge Event on March 5, with 150 industry guests. • Executed our luxury campaign in collaboration with CRD Select. • Sent out our standalone Paradise Coast trade newsletter (B2B/B2C) on March 20. • Confirmed production of our standalone podcast with Germany's leading trade magazine, fvw. April Forecast • Launch of the luxury campaign with edeltravel, Florida Keys, and Ft. Lauderdale. • ITB follow-up. • Launch of the standalone campaign with urlaubstracker. • Preparation for standalone podcast production with Germany's leading trade magazine, fvw. • Preparation for attendance at Visit USA Germany Pub Quiz roadshow. Summary of Achievements • Final approvals for the marketing campaign with TourConsult. • ITB: 23 one-to-one appointments (trade), 10 one-to-one appointments (media) — 3 new tour operator contacts. Mail out of the standalone Paradise Coast trade newsletter (B2B/B2C) on March 20 — 2,542 subscribers (open rate 22.7%). Sales Activities — B2B & B2C ITB-Highlights • Family Reisen GmbH, Kathrin Ben Mansour, Product Manager, Germany New Contact Specializing in family trips worldwide, Naples Bay Resort is their best-selling hotel and is included in their itineraries. They are working with NWT and recently began cooperation with ATI and Travalco. With a growing segment in luxury travel, they produce approximately 200 room nights in Naples per year. Florida is a year-round destination for them, especially popular during the Easter holidays and summer months. Kathrin plans a site visit to Florida and has requested our support. • DERTOUR Deutschland GmbH, Katja Wagner, Product Manager & Team Leader Hotels USA, Germany Key Account Contact They've seen a decline in family bookings due to high travel rates to the U.S. Most of their 2025 bookings were made before the election, and they have not received many cancellations since the new administration took office. Currently, inquiries for the U.S. are down. They plan to hold a Florida Day for travel agents in September, with Naples Bay Resort and Naples Grande Beach Resort supporting the event with complimentary nights for the raffle. They book through NWT and ATI. 17 Page 312 of 314 USA-Reisen Experten, Romina Zeller, Head of Digital and Social Media Marketing, Germany New Contact In business for 13 years, 35% of their business is dedicated to Florida. Their product is bookable through 100 travel agencies in DACH. To further boost Florida sales, we've discussed a potential Florida campaign with various partners. Fort Myers was strong for them before Hurricane Ian, and Naples has seen a significant increase as an alternative destination. Their Florida program is available here: USA-Reisen Florida Rundreise. • Urlaubstracker GmbH, Melanie Wittek, Junior Account Manager, Germany Returning Contact Urlaubstracker.de is a free online platform and app with 3.5 million users in Germany, offering travel deals, hotel offers, flights, events, and experiences. In 2024, a successful campaign was executed with them: Deal 1-192 sales, Deal 2 — 92 sales. To boost summer 2025 sales, a standalone campaign for Naples, Marco Island, and the Everglades is being planned. Melanie will send a proposal by the end of March. • Naar Reisen GmbH, Angela Gaza, Senior Product Specialist, Germany New Contact A new tour operator in the German market (originally Italy -based), Naar Reisen offers destinations in North and South America, the Caribbean, Europe, Arabia, Africa, the Indian Ocean, Asia, Oceania, and the Pacific. They will utilize ADAC (AAA) travel agencies, a network of 340 agents. They are in the early stages of setting up their U.S. product and will specialize in tailor-made programs. They require support to develop itineraries and will work with NWT. We provided a full introduction to Naples, which will be included in their programs. Marketing Activities • Faszination Fernweh, Sandra Katsch, CEO, Germany A standalone marketing campaign has been confirmed to drive summer 2025 sales. Planned for Q2 2025, the campaign includes the following activities: 0 1-month city lights poster (3 locations) with brand image & logo 0 1-month paid Instagram and Facebook ads featuring travel offers linking to a dedicated landing page o Social media posts promoting the destinations o Instagram Highlight post: "10 Must-See/Hidden Gems of Naples" o Standalone blog post on their website CRD Touristik, Milad Ahmadi, Marketing Manager, Germany Received the report for our luxury campaign with CRD Select — details are provided in the addendum. FVW Medien GmbH, Florian Hoelzen, Editor, Germany Since 2024, Germany's leading trade publication FVW has been producing USA destination podcasts, which have gained strong popularity, with a wide reach: 1.5 million 132C listeners, 24,000 13213 travel agents, and approximately 400 downloads per month. At ITB, we discussed the opportunity to produce a 30-minute podcast on Naples, Marco Island, and the Everglades, with a cost share of USD 2,700. After Claudia Wood's confirmation on March 13, this opportunity was approved. Florian will be vacationing in Naples at the end of March and staying IV Page 313 of 314 at the Compass Hotel by Margaritaville Naples for 2 nights. A short interview with Liz Morris has been confirmed as part of the podcast. Site Visits • DER Touristik Suisse AG, Andrea Burgeler, Travel Expert — Kuoni & Helvetic Tours West, Switzerland DiaMonde confirmed the following site inspection for DER Touristik Suisse's site visit: Compass Hotel by Margaritaville Naples, The Capri Inn, LaPlaya Beach & Golf Resort, The Ritz -Carlton, Naples, and Hilton Naples. The site visit at Bayfront Inn is still pending. Additionally, a complimentary sunset cruise with PUREFlorida has been arranged for June 16th. Media / PR / Communications Activities • TOURISTBOOK - Das Reise- & Lifestyle -Magazine, Evelyn Narciso, Marketing, Germany A conference call was held with Evelyn from TOURISTBOOK, where we provided a brief update on destination news. The opening of The Perry Hotel will be featured in their June edition. • Naples, Marco Island & Everglades Newsletter A dedicated Naples, Marco Island & Everglades newsletter was created and mailed out on March 20th to 2,542 subscribers. The opening rate was 22.7%. • Social Media Posts Paradise Coast has been allocated a series of social media posts on the German Paradise Coast 132C Page (16k followers) and the B2B page. The total reach for February 2025 was 5,254. Please refer to the clipping report for screenshots of the posts. Addendum • DiaMonde Clipping Report March 2025 19 Page 314 of 314