TDC Minutes 04/15/2025MINUTES OF THE COLLIER COTJNTY
TOURIST DEVELOPMENT COUNCIL MEETING
BOARD OF COLTNTY COMMISSION CHAMBERS
Naples, FL - Aprit 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, 3'd floor, Naples, FL 341l2 with the following members
present:
Commissioner Chris Hall, Chair
Clark Hill, Vice Chair
Susan Becker
Nancy Kems - excused
Bill Kramer-arrived 9: I 1am
Laura Radler
Michael McComas
Councilor Darrin Palumbo
Edward (Ski) Olesky -excused
ALSO PRESENT:
Jay Tusa, CVB, Tourism Director
Colleen Green, Collier County Attomey's Office, Managing Assistant County Attomey
Buzq F ord,, Collier County, Digitat 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 lherefore may need to ensure lhol a verbatim
reconl of the proceedings is made, which record includes the teslimony and evidence upon
which the appeal is lo be based, Neilher Collier Coun! nor lhe Tourist Development Council
shall be responsible for providing this record.
CALL TO ORDER
PLEDGE OF ALLEGIANCE
ROLL CALL
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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, 3'd floor, Naples ,FL 34112 with the following members
present:
Commissioner Chris Hall, Chair
Clark Hill, Vice Chair
Susan Becker
Nancy Kems - excused
Bill Kramer-arrived 9: I I am
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 Attomey
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 oppeal a decision of the Tourist Developmenl Council will need a
record of lhe pruceedings perlaining thereto, and therefore may need lo ensure that o verbstim
record of tlte proceedings is made, which record includes the testimony and evidence upon
which the appeal is lo be based, Neither Collier County nor lhe Tourisl Development Council
shall be responsiblefor providing this record.
CALL TO ORDER
PLEDGE OF ALLEGIANCE
ROLL CALL
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4. AGENDA
Clark Hill motioned to approve the Agenda
Susan Becker seconded
Molion 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. TOURISMDIRECTORREPORT
Jay Tusa
1. Revenue & Room Occupancy
o TDT Collections: $6,466,17 4 in February; YTD (Year-to-date) total is $16,701,744.
r Occupied Room Nights: Down 2.8%o YoY, but when adjusted for the leap year, daily
occupancy rose 0.6010.
o ADR (Average Daily Rate): Decreased 5.9oh YoY .
o RevPAR: Down 8% from February 2024.
2. Visitor Spending & Economic Impact
r Visitor Direct Spending: Decreased 4.4%.YOY
o Total Economic Impact: Declined 4.7%o, partly due to the shorter month (Leap Year in
2023\
3. Intemational Visitation Trends
. Overall intemational visitation fell 3% YoY.. Canada: Visitation dropped 23o/o, attributed to tariffs, increased border scrutiny,
economic concems, and a weak CAD. Still, Canadian tour operators report no mass
cancellations, just delays.o UK & Ireland: Florida remains a preferred destination; no major geopolitical concems
affecting travel.
o Germany & Benelux: Mixed results; some operators shifting to Canad4 while luxury
operators maintain steady U.S. traffic.o IPW Interest: Remains strong with 270+ tour operators registered.
4. Group Meetings & Events
. CVV Lead Volume (Ql 2025): Down 25Vo YoY, primarily postponements, not
cancellations.o Example: A group spanning Canada and Mexico postponed to next year.
5. Air Travel & Capacity
o RSW Airport: Performing well with improved load factors and positive forward
bookings.
o Air Canada made aircraft adjustments to smaller capacity planes, but no major service
schedule cuts.
o Domestic Air Seat Capacity: Up for summer compared to last year; passenger volumes
stable.o Summer is looking soft, especially for weddings and small events, but no major red flags.
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6. Outlook
o While some segments are softening, the overall outlook is cautiously optimistic.
o Continued engagement with local and intemational 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 concems.
6.
None
CONSENT AGENDA
7. NEWBUSINESS
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). (202s-ll8l)
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
Molion passed 6-0
7.B. Recommendation to approve a Work Order in the amount of $11,977 Ardaman &
Association Inc., under contract No. l8-7 432-TE for Sediment Compliance Criteria Testing
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Service for the Park Shore Beach Renourishment Project and make a finding that this
expenditure promotes tourism. (Fund 1105, Project No. 90067) (202s-l183)
Andreu !liller
Testing is required by FDEP permit to veriry that the beach sand (which comes from the
lmmokalee Mine) meets compliance standards.
The consultant used is Ardaman and Associates.
Clark Hill
Commented on the multiple stages oftesting and asked iftesting is also done before sand
placement.
Andrew Miller confirmed that testing occurs
o 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
Andrerv Miller
Explained that mine testing alone would be a conf'lict ofinterest, and the scientific testing is
more rigorous and necessary to meet FDEP standards.
Susan Becker asked about timeline changes from March 31 / April I 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 ilthe 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%o of the projects.
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Chris Hall acknowledged that the explanation made the cost easier to justily.
Michael McComas motioned to approve the recommendation
Chris Hall seconded
Motion passed 6-0
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None
Ot,D BUSINESS
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None
'IEN.MINI.Jl'E BRIAK
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None
PRESENTA'I'IONS
11. AGENCYPARTNERREPORTS
James Brendle, Project Director, Downs & St. Germain
o Leap Year Impact: February had an extra day. slightly distorting figures. The reported
4.8% drop in visitation is closer to 1-l .5% per day.
o 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 4.5-5Yo to $308M and $426M,
respectively.
o Room nights fell by 2.8%.
o Occupancy dipped2.3%.
Average Daily Rate (ADR) is high at $450 but dropped 6%o YoY.leading to an
8% decline in RevPAR.
o l l otcl Intlustrl':
150% increase in room supply, outpacing the l2o/o increase in room demand, which
makes maintaining occupancy harder.
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. I ntrrnationa I 'l'ravel:
c Small decline in Canadian visitation.
Broader intemational visitor sentiment is cautious, with more delays than
cancellations.
Canadian travel agencies report 70-900 sho(-term drops, largely from postponed
travel rather than cancellations.
o Tourism Economics revised its intemational visitation forecast f'rom +gyo to -
10Yo in2025.
a Consumer Sentiment: April's sentiment index was 5l . the second lowest on record (20-
year average is 80), indicating short-term spending hesitation.
o VisitorDemographics:
o More couples, fewer families.
o Higher median household income among visitors.
o Fewer day-trippers ([ess economic impact lost).
o Visitor satisfaction remained high.
o Forward-Looking Data (March-May Forecast):
o Most industry partners report bookings as same or down compared to last year.
o Only abort 22o/o say bookings are up.
o The data isn't fully comparable due to the post-Hurricane Ian recovery period in
2023.
r Outlook:
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+erm.
James Brendle
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a Short-term vs. Long-term Definitions:
o Short-lerm: Next few months to six months (remainder of 2025).
a Long-term: One year and beyond (2026 and later).
Laura Radler
Asked about predictions lor domestic travel. particularly considering expected decreases in
intemational travel.
.Iames llrend le
o l)omestic vs. Intcrnational Travcl:
Intemational 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.
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 intemational visitation lbr 2025.
Laura Radler
Inquired about trends in different market segments, including luxury and mid-scale.
James Brendle
Market Segments:
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o Luxury travel is expected to be less impacted by the economic do\4ntum, as
higher-income households tend to pret-er luxury accommodations.
o Brendle will further investigate market segments and provide additional insights.
Dean Palumbo
Asked about the uniqueness ofthe current economic situation, questioning whether this is
uncharted territory or ifhistorical trends can still apply.
,lamcs Ilrcndle
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a Economic Impact and Historical Trends:
People continue to prioritize travel, suggesting a cautiously optimistic outlook fbr
the long-term, despite short-term pullbacks.
Clark Hill
e lnquired about any data on business travel trends post-pandemic
James Brendle
o Business Travel:
Group demand (which includes business and event travel) was q 23.4tYo in
February, buoying overall demand for hotels.
While overall business travel has decreased post-pandemic due to remote work
trends, Collier County shows strong group travel perfbrmance compared to peers.
No significant signs ofa 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 Murphl'
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 concems.
Business Travel Forecast: Business travel is expected to be less affected. but
associations may scale back due to budget concems, though luxury travel remains strong.
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o 'I-rcnds in Tral'el:
o Although the cunent situation (post-COVID recovery, hurricanes, tariffs, etc.) is
unique, historical trends show that economic conditions often revert to the mean.
. 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.
Economic uncertainty is impacting middle-income travelers. but luxury travelers
are expected lo continue traveling.
AI tools like Google Gemini and ChatGPT are influencing trip planning, which
underscores the importance of up-to-date, robust websites.
Wellness and lifestyle trends are corning back strong.
Many Americans are planning intemational 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.
a Marketing Strategy:
The strategy is flexible and nimble, lbcusing on continuous research data to
inform advertising and campaign efforts.
Focus group feedback emphasized interest in arts and culture, which will be
incorporated into targeted marketing campaigns.
The marketing team is tracking competitor data and adjusting ad strategies to
ensure differentiation.
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a Currcnt Advertising Results:
$500,000 was spent on leisure advertising in March in expanded and enhanced
markets.
The expanded markets are performing exceptionally well, with a retum on ad
spend of$80 lbr every $l spent on platforms like Expedia. Enhanced markets are
performing strong as well. with a retum of $30 for every $l spent.
Overall, the retum on ad spend is approximately $17 per dollar spent. which is
expected to grow as bookings conlinue from ads served in March.
A.iB testing is being conducted daily to optimize creative. headlines, and images
for the best performance.
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Chris Hall:
. Appreciation and Positivity: Commissioner Hall expresses his appreciation fbr the
presentation, particularly praising the positive attitude and outlook. He comments on the
importance of staying positive and compares it to choosing between a conlerence in
Minneapolis or one in Naples. with the latter being the more attractive option. He also
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o Shorter booking windows are emerging as a trend, with more people cashing in on
travel reward points, especially for summer travel.
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appreciales the creativity shown in the marketing approach
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 Murphp:
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 currenl 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.
a Campaign Results and Website Performance: She shares the performance metrics fbr
March. including:
o 460/" increase in sessions
l27o increase in engaged sessions
o 45oh increase in users
r' 1{oh increase in views.
These positive trends suggest thal the additional marketing spend, parlicularly in
expanded and enhanced markets. is working effectively.
o 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 ofongoing marketing efforts targeting these regions
They'll continue to monitor these trends closely.
o Looking Ahead: She expresses anticipation fbr diving deeper into the March website
data in the next month's presentation, expecting to gather more insights to guide lurther
marketing decisions.
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Jay Tusa
Lou Hammond Group PR Update: No one lrom Lou Hammond Group is on Zoom to
provide a PR update. As a result. they will get an update from them at the nexl meeting.
I2. TOURISM STAFF REPORTS
I.1. COUNCIL MEMBER DISCUSSION
Susan Becker
o 3rd Street Farmers Market: The oldest in the area, it draws hundreds of people every
Saturday from 7:30 AM to l1:30 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 sufilmer.
Darrin Palumbo
Praised FC Naples for their undefeated season, leading the division, and emphasized how
special it is to witness their success.
Bill Kramer
o The City Council had a l0-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 concems from
residents about past fireworks events causing issues such as crowded yards and
obstructed driveways. The final decision on the timing and day ofthe fireworks is
pending negotiations.
Clark Hill
. Tourist Development Tax Collections: Raised a question about a discrepancy in the total
amount oftax collections in the fiscal year-to-date report ($18,682,218) compared to the
tax revenue repon (516,701,744). He asked for clarification on the difference.
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o Amanda Townsend Update: Amanda Townsend is not able to join the meeting due to a
kickoff contractor meeting lor the Naples Depot Museum. This is positive news, and
Amanda will provide an update at next month's meeting.
(lhris Ilall
o The figures are approximately $17 million.
.Iohn Melleky, Arts and Culture Manager
Ctarified that the reports come from two different offices. He assured that the
issue would be investigated, and a response would be provided next month.
I -1.NEXT MEETING DATE
May 20.2025
I5. ADJOURNED
There being nofurther business for the good of lhe Counly, lhe Tourist Development Council
meeling wos adjourned ot 9:53 am.
COLLIER COUNTY
TOURIST DEVELOPMENT COUNCIL
These Minutes were approved
oirman Chris Hall
(date.1 5 -7.0 -15
as presented or amended
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