TDC Minutes 07/15/2025July 15, 2025
MINUTES OF THE COLLIER COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
Tuesday, July 15, 2025 — 9:00 a.m.
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
Laura Radler
Nancy Kerns
Michael McComas (Zoom)
Edward (Ski) Olesky (excused)
Bill Kramer (arrvd: 9:04am)
Councilor Darrin Palumbo
ALSO PRESENT:
Jay Tusa, CVB Tourism Director
Sandra Rios, CVB Public Relations Manager
Colleen Greene, County Attorney's Office
Buzzy Ford, Digital and Social Media Coordinator
Andy Miller — Coastal Zone Manager
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July 15, 2025
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
3. ROLL CALL
A. Roll was taken by staff. A quorum was present with 7 in person, 1 via Zoom.
Motion to approve Michael McComas to participate via Zoom approved 7-0.
4. AGENDA and MINUTES
A. Clark Hill requested approval of the meeting agenda. Seconded by Nancy Kems.
Motion to approve the agenda and the minutes of the June 17, 2025, meeting
Moved by Chairman Hall; Seconded by Clark Hill
Motion passed 7-0
B. PUBLIC COMMENTS - none
5. PRESENTATIONS
A. Paradise Advertising Presentation - Barbara Karasak and Ashley Cannon (in
person) presented supplemental budget campaign and expanded projects. Market
demands and market efforts and long-term growth. Strengthening presence and
broadening effectiveness. Domestic trips are on trend for luxury market. Shorter
booking window. Delta Airlines announced Florida is a top destination in travel.
Majority of marketing campaigns have been executed. Preparing for Sizzle
Dining in September. Expanded marketing in: Milwaukee, Cincinnati, Columbus,
Dallas -Fort Worth_ Right now, we have 40 over l return on ad spend in expanded
markets. Dallas -Fort Worth and Milwaukee have been a nice surprise market area.
b. TOURISM DIRECTOR REPORT
A. Tourism Director Update & TDT Tax Report (2025) - Tourism Director Jay Tusa
reported the following and key items included:
1) Occupancy increased by 0.7% year -over year to 5 9. 1 %
2) The destination ranked second in the competitive set behind only the
Florida Keys
3) International visitation decreased 32.2%
4) Visitor days and room nights grew by 7.1 % and 3. l %
7. CONSENT AGENDA
A. There were no items on the Consent Agenda for this meeting.
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July 15, 2025
8. NEW BUSINESS
A. Recommendation to authorize expenditure of Tourist Development Tax funds for
2025 Clam Pass maintenance dredging and sand reclamation at Clam Pass Park in
the amount of $434,758.50 for construction, engineering services and surveying,
and environmental monitoring services and oversight, and make finding that this
item promotes tourism. - Presented in -person by Chad Coleman
Motion to approve by Clark Hill; Seconded by Nancy Kerns
Motion passed 8-0
B. Recommendation to approve the FY26 Proposed Tourist Development Tax (TDT)
funded budgets and make a finding that this action promotes tourism. Presented
in -person by: John Melleky. Other speakers: Barbara Karasek, Jennifer Reynolds
& John Mullins
Discussion:
1) FY26 Net operating budget- $11,061,800 with $6 million of that for the
advertising budget.
2) Mr. Hill mentioned his concerned that group business is down and is $6
mill enough for next year's marketing? We are facing a challenging
economy and specifically the tourism markets. We have to move and pivot
right away, and we cannot do that if we have to wait 60 to 90 days for the
funding.
3) Ms. Radler said that stopping the marketing in the immerging markets
now would be a waste of money already spent. We should review the
comp -set market slide to see what other markets are spending. It is
important to remember these dollars are not taxpayer dollars.
4) Jennifer Reynolds reported that there is a 5% increase in projected budget
for next year, and did ask division to maintain a flat expenditure. There
will be $21 mill. in reserves for supplemental funding for next year -
requesting it will require an additional vote. There is additional funding in
the operating budget that can be utilized immediately.
5) Commissioner Hall said let's see how things pan out and if we need the
extra expenditure, we can always set that in motion. Will support/approve
budget policy.
6) Mr. Kramer stated that we would lose the advertising on the immerging
markets without supplemental dollars? We could roll back something -
would like to see that game plan.
7) Mr. Tusa suggest that approval of the budget today and let us work with
the agency as far as if you want to see supplement spend and examine
where we are with the current markets and let us bring that back to you.
We can bring you back a plan with varying amounts so you can make a
decision if you want a supplemental adjustment.
Motion to approve by Commissioner Hall; Seconded by: Darrin Palumbo
Motion passed: 6-2 (dissenting Clark Hill & Michael McComas)
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Public Comment on 8B by Chris Lopez, Elysia Dawn, Meg Stephanian & Daniel
High
C. Recommendation to approve a request for reimbursement from the City of Marco
Island in the amount of $647,873 using tourist development tax funds for costs to
restore the beach sand berm of the Tigertail/Sand Dollar Island spit in
Northwestern Marco Island resulting from impacts of Tropical Storm Debby and
Hurricanes Helene and Milton, authorize the necessary budget amendment and
make a finding that this expenditure promotes tourism. Presented in -person by:
Justin Martin
Motion to approve by Darrin Palumbo; Seconded by Nancy Kerns
Motion passed 8-0
Public comment - Richard Blowing & Daniel High
9. OLD BUSINESS
A. Recommendation to approve an increase in Tourist Development Tax funding for
an urgent beach fill project on Vanderbilt Beach from $200,000 to $214,712.50;
and make a finding that this expenditure promotes tourism (Project #90066).
Presented by: Andy Miller
Motion to approve by Clark Hill; Seconded by Nancy Kerns
Motion passed: 8-0
10. TEN MINUTE BREAK — None
11. AGENCY PARTNER REPORTS
A. Downs & St. Germain Research - Presented by James Brendle (Zoom)
Slight dip in May visitation, but visitor days increased RevPAR and ADR both
slightly down social media was the most recalled source of travel stories,
advertising or promotions.
1) Paradise Advertising — Marketing Performance, Presented by Brandon
Faust (Zoom)
a) Website sessions increased 60%
b) Views increased 70%
c) New content and photography rollout
d) Texas 2"d in top region
e) Deals views increased 60% YoY
2) Lou Hammond Group — Public Relations, Presented by Erin Murphy
(Zoom)
a) Coverage in: Travel Weekly, Meetings Today, Scuttlebutt
magazine, Southern Living
b) Influencer and journalist visits planned for fall
c) Garden & Gun Event at Sails Restaurant
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3) Collier County Museums — Presented by Amanda Townsend (in -person)
a) Visitation increased in May
b) Ongoing exhibit: "Restaurants of Naples"
c) Over 8,000 volunteer hours logged
12. TOURISM STAFF REPORTS
13. COUNCIL MEMBER DISCUSSION
1) Susan Becker stated that no doubt of certain value of Tourism in Collier
County
2) Commissioner Hall stated that simplified TDC reporting maybe present
once a quarter to focus our time.
3) Jay Tusa mentioned he will meet with each of you to see what you want
presented each month or quarterly.
4) Bill Kramer stated that he do not like website numbers in the red
14. NEXT MEETING
A. The next meeting of the Tourist Development Council is scheduled for August 19,
2025
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The meeting was adjourned at approximately 11:29 AM.
COLLIER COUNTY
TOURIST DEVELOPMENT COUNCIL
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Chairman Chris Hall
The Minutes were approved on -�/ n � , as presented
(date of ap roval)
or as amended
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