TDC Minutes 09/16/2025September 16,2025
MINUTES OF THE, COLLIER COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
September 16,2025 - 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 at33299 Tamiami Trail East,3'd floor,
Naples, FL 34112 wrth the following members present:
Commissioner Chris Hall, Chair
Clark Hill, Vice-Chair
Susan Becker
Laura Radler
Nancy Kearns
Michael McComas
Bill Kramer
Councilor Darrin Palumbo
Edward '6ski" Olesky (absent)
ALSO PRESENT:
Jay Tusa, Tourism Director
Buzzy Ford, Digital & Social Media Coordinator
Andy Miller, Coastal Zone Manager
Michael Lieberman, Assistant General Manager, Paradise Coast Sports
Complex
Page I
September 16,2025
Any person who decides to appeol a decision of the Tourist Development Council will need t
record of the proceedings pertaining thereto, ond lherefore ma), need to ensure llrat 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 Coung'nor the Tourisl Development Council
shall be responsiblefor providing this record.
I. CAI,L TO ORDER
2. PLEDGE OF ALLE,GIANCE
ROLL CALL
A. Roll call was taken. A quorum was present with 8 members in person
AGENDA and MINUTES
A. Approval of Agenda
Moved by Clark Hill; Seconded by McComas
Motion passed unanimously (8-0).
B. Approval of August 19,2025 Minutes
5. PUBLIC COMMENTS
Jen Robinson - Blessings in a Backpack
Ms. Robinson, Managing Director, expressed gratitude for the Council's
continued support of Slzzle Dining, which directly supports the nonprofit's
mission to provide weekend food for children facing hunger.
6. PRESENTATIONS
A Paradise Coast Sports Complex Quarterly Report
Michael Lieberman, Assistant General Manager, presented the Q3 report
Extended details included:
r\. Evcnts:
1) South Florida Cup (soccer) - Over 300 teams; contract renewed for seven future
events.
2) FHSAA Lacrosse State Championsftrps - Hosted for the fourth consecutive year.
Page 2
A.
.,.
4.
Moved by Susan Becker; Seconded by Nancy Kerns
Motion passed unanimously (8-0).
September 16,,2025
3) Greal Inllatable 5K - Unique obstacle 5K with several hundred participants.
4) FBU Top Gun & 7v7 Flag Football - Sixth year; 1,500 participants; growing
significantly.
5) FC Naples Seven games in the quarter, including U.S. Open Cup play; eliminated
after dramatic penalty kicks vs. Tampa Bay Rowdies.
B. Community livents:
Easter Exlravaganza drew 4,000+ participants.
If'ctgs to Riches Puppy Prom showcased creative venue use.
Hospitality & Tourism Industry Week hosted 100 professionals with elevated
catering, highlighting venue versatility (e.g., weddings).
C. Financials:
1)
2)
3)
D. Upcoming: 7 FC Naples games scheduled in Q4; Pop Wamer football; visit from
University of Quebec at Montreal.
E. Recognition: Sports Events Magazine named Paradise Coast Sports Complex the #l
youth soccer & lacrosse venue in the U.S.
Council members commended the report and success of the complex
7. TOURISMDIRECTORREPORT
Tourism Director Jay Tusa presented updates:
July TDT Collections: $2,729,036; YTD total $42,856,479.
Lod gin g: Occupancy 5 1 9% (+2%) ; ADR $267. 0 8 (-1 .9%) ; RevPAR fl at at
s138.61.
Awards: CVB received the Henry Flagler Award for the "Onty Paradise Will
Do" print campaign, Visit Florida's highest honor.
Partner Engagement: August 2l breakfast at Great Wolf Lodge drew 100+
partners, highlighting FY26 priorities and marketing initiatives.
Meetings & Sales: 31 RFPs issued; 1 I definite bookings; 17 ,034 room nights
secured.
PR Coverage: 10 eamed placements (Cond6 Nast Traveler, CNBC Make It, Vero
Beach Magazine) valued at $150M+.
International Marketing: Hosted German and U.K. joumalists; launched
German family travel blog; secured JTA Travel UK partnership.
Content Series: Five ofeight launched (beaches, luxury, athleisure, family, dark
skies). Remaining thee (Cars on Fifth, Dining, Stone Crab) to debut in FY26.
Page 3
a
a
a
o
a
a
a
a
1) Q3 revenue: $850,000 (up 35% YoY).
2) Gross profit: $2 mitiion (up 40%).
3) Net operating income: $600,000 (up 65%).
September 16,2025
8. CONSENTAGENDA
A. Recommendation to award Request for Proposal (RFP) #24-8318 for Tourism
Public Relation Services to Lou Hammond Group Florida, Inc., and make a
finding that this expenditure promotes tourism (2025-2706)
Tourism Director Jay Tusa introduced the item, noting that the staff
recommendation was to award the public relations services contract to Lou
Hammond Group Florida, Inc. He explained that Lou Hammond Group has
been a longstanding partner for the CVB, consistently delivering eamed media
coverage in national and intemational outlets, as welL as managing press relations
and media visits on behalf of Collier Countv.
l) Proactive pitching ofdestination stories to top-tier travel, tifestyle, and trade
publications.
Coordination of media familiarization (FAM) trips to Collier County.
Crisis communication support when needed.
Measurement and reporting of media coverage values
Council members briefly discussed the item, with recognition of Lou Hammond
Group's proven track record and recent placements (e.g., Cond6 Nast Traveler,
CNBC, Vero Beach Magazine, and Daily Telegraph coverage). Members agreed
this work directly supports tourism by raising Collier County's visibility in
competitive markets.
\Iotion:
Moved by Ctark Hill; Seconded by Mike McComas
Motion passed unanimously (8-0).
2
3
4
Recommendation to approve a request for reimbursement from the City of Naples
for FY 24/25 in the amount not to exceed ($675,000) using Tourist
Development Tax lunds for beach maintenance and Lowdermilk Park parking lot
maintenance, waive any irregularities in the process, authorize the necessary
Budget Amendment, and make a frnding that this expenditure promotes tourism
Page 4
Mr. Tusa thanked agencies and staff, noting the collective effort.
Mr. Tusa highlighted that the firm's scope of work under this RFP will continue
to include:
9. NEW BUSINE,SS
A.
September 16,2025
(2025-2816)
Presenter: Chad Merritt, Community Services Director, City of Naples (via
Zoom).
Request: $175,000 for Lowdermilk Park benches, tables, and maintenance;
$500,000 for daily beach maintenance (40 accesses, 9 miles).
B.
Motion: Moved by Susan Becker; Seconded by Bill Kramer
Motion passed unanimously (8-0).
Recommendation to approve the FY 2025-2026, 10-Year Capital Planning
document for Tourist Development Tax funds in TDC Beach Renourishment
Fund (1105) and TDC engineering Fund (1102) and make a finding that these
expenditures promote tourism (2025-28?4)
Presenter: Andy Miller, Coastal Zone Manager
C
Motion: Moved by Clark Hill; Seconded by Darren Palumbo
Motion passed unanimously (8-0).
Recommendation to approve the fall truck haul beach renourishment project
and authorize Tourist Development Tax expenditures for the Vanderbilt Beach
Renourishment scheduied for November 2025, with an estimated project cost
$5,500,000, and make a finding that this item promotes tou sm (project 90066)
(202s-28i7)
Presenter: Andy Miller, Coastal Zone Manager
Scope: Truck haul project with contingency funding, completion betbre
Christmas.
Motion: Moved by Darren Palumbo; Seconded by Bill Kramer
Motion passed unanimously (8-0).
Recommendation to approve the Tourist Development Council Grant application
requests from Collier County and the City of Naples for FY 2O251026 in the
amount of$18,569,300, budget these expenditures, and make a finding that these
expenditures promole tourism. (2025-2930)
C
Page 5
. Annual FDEP-required planning document to maintain grant eligibility.
Presenter: Andy Miller, Coastal Zone Manager
IO. OLD BITSINESS
A. None
September 16,2025
Discussion: Chairman Hall praised tourism's direct benefits to locals. Bill Kramer
questioned Naples Pier timeline; Miller noted permitting delays but hopeful for
progress.
Motion: Moved by Darren Palumbo; Seconded by Susan Becker
Motion passed unanimously (8-0).
11. TEN MINUTE BREAK-None
12. AGIINCY PARTNEII REPORTS
A. Downs & St. Germain Research - July Tourism Metrics
Presenter: James Brendle (via Zoom).
r July Performance: Visitation tp 5.5Yo; visitor days up 8.8%; occvpancy +2tYo;
ADR -1.9%; RevPAR flat.
o FYTD: Visitation up -l%o; room nights up 3.1%; ADR down 4.5%; RevPAR
down 3.4o/o.
. Visitor Origins: Midwest leading, followed by Northeast and Florida; Europe and
Canada still soft.
o Advertising Recall: 35% (up lrom 25Yo prior year); social media strongest driver.
r Concems: Declining group demand; 3-month booking forecasts weaker than prior
year.
B. Paradise Advertising Update
Presenter: Ashley Cannon (via Zoom)
Reviewed FY25 campaign vvrap-up and FY26 plans
. Highlighted Flagler Award for "Only Paradise Will Do.". Showcased content series (beaches, luxury, athleisure, family, dark skies). Reported strong ROI: $20 revenue for every $l ad spend.. Previewed upcoming campaigns (Cars on Fifth, Dining, Stone Crab) and
continued Iuxury media placements.
Discussion emphasized the need for sustained marketing to offset group travel declines.
Page 6
September 16,2025
13. TOURISMSTAFFREPORTS
14. COUNCIL MEMBER DISCIJSSION
1) Susan Becker: Praised the Paradise Coast Sports Complex's hospitality industry
event.
2) Nancy Kearns: Asked about supplemental budget and marketing "dark period."
Mr. Tusa said updates would come at the next meeting.
3) Michael McComas: Spoke on Everglades City tourism challenges; noted
community impact of large visitor influx.
4) Bill Kramer: Reflected on $43M TDT collections and the importance of tourism
revenues reaching nonprofits like Blessings in a Backpack.
5) Chris Hall (Chair): Shared personal anecdotes on student nutrition programs;
emphasized importance of supporting food security. Also clarified Naples Pier
delays stem from permitting, not city or county failures
15. NEXT MEETING
The next TDC meeting will be held on December 12, 2025.
(October 2 1, 2025 I canceled; November 1 8, 2025 I canceled; December 1 6, 2025
moved to December 12,2025).
16. ADJOURNED
There being no further business, the meeting was adjoumed at 9:54 am
A.
Page 7
A. Tourism staff reports were included in the packet. No further discussion.
September 16,2025
Chai
The Minutes were approved on 1)e*n
as presented
COLLIER COUNTY
TOURIST DEVELOPMENT COUNCIL
Hall
(date of approval)
Page 8
(
or as amended