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TDC Minutes 02/20/2026 (Draft)February 20, 2026 Page 1 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING February 20, 2026 – 9:00 a.m. LET IT BE REMEMBERED, the Collier County Tourist Development Council met in regular session on February 20, 2026, at 9:00 a.m., in the Board of County Commission Chambers, Collier County Government Center, 3299 Tamiami Trail East, 3rd Floor, Naples, Florida, with the following members present: Chairman Burt Saunders Vice-Chair Clark Hill Susan Becker Laura Radler Nancy Kearns (via Zoom) Michael McComas Council Member Bill Kramer Councilor Darrin Palumbo (via Zoom) Absent: Edward (Ski) Olesky ALSO PRESENT: Jay Tusa, Tourism Director Hydie Friend, Vice President, Everglades Society for Historic Preservation Tim Mosier, Collier County School Board Member Michael Lieberman, Assistant General Manager, Paradise Coast Sports Complex James Brendle, Project Director, Downs & St. Germain Research Tom Merrick, Chief Creative Officer, Paradise Advertising Brandon Faust, Associate Director of Digital Marketing and Analytics, Paradise Advertising Mackenzie Comerer, VP Lou Hammond Group Erin Murphy, Account Supervisor, Lou Hammond Group Amanda Townsend, Director, Collier County Museums Chris D’Arco, Coastal Zone Management, Collier County James Hanrahan, Director, Parks and Recreation, Collier County February 20, 2026 Page 2 Tony Barone, Principal Project Manager, Facilities Management, Collier County John Mullins, Director of Communications, Government and Public Affairs, Collier County Luigi Mainolfi - Minute Taker Any person who decides to appeal any decision made by the Council with respect to any matter considered at this meeting will need a record of the proceedings and, for such purpose, 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. 1. CALL TO ORDER Chairman Saunders called the meeting to order at 9:00 a.m. 2. PLEDGE OF ALLEGIANCE The Pledge of Allegiance was recited by those in attendance. 3. ROLL CALL Tourism Director Jay Tusa conducted roll call. Chairman Burt Saunders - Here. Vice Chair Clark Hill - Here. City Councilmember Bill Kramer - Here. City Councilmember Michael McComas - Here. Councilor Darrin Palumbo - Here (via Zoom). Susan Becker - Here. Nancy Kearns - Here (via Zoom). Laura Radler - Here. Extended details: Chairman Saunders noted the need for a motion to approve participation via Zoom for Councilor Palumbo and Nancy Kerns. No participant pictures or descriptions provided in sources.?? Moved by Susan Becker; Seconded by Clark Hill. Motion passed unanimously 8-0. 4. AGENDA and MINUTES A. Approval of Agenda Approval of today's Regular, Consent, and Summary agenda as amended (ex-parte disclosure provided by Commission members for Consent agenda.) February 20, 2026 Page 3 Tourism Director Jay Tusa noted two changes to today's agenda: Pull items 8.B and 8.E from the Consent Agenda and place them on the regular agenda for consideration, as they require explanation from coastal zone management in the New Business section. Extended details: No ex-parte disclosures were mentioned during the meeting. Moved by Susan Becker; Seconded by Clark Hill. Motion passed unanimously 8-0. B. December 12, 2025 Meeting Minutes (2026-1) Tourism Director Jay Tusa presented the minutes for approval. Moved by Susan Becker; Seconded by Clark Hill. No discussion or corrections. Motion passed unanimously 8-0. Prior to proceeding, Tourism Director Jay Tusa shared news that longtime council member Ski Olesky passed away earlier this week. He noted that Mr. Olesky was a champion for tourism and served on the council for many years, and thoughts and prayers are with his family. 5. PUBLIC COMMENTS This is an opportunity for anyone wishing to offer public comment not related to items on today's agenda may do so now. Public comments are limited to 3 minutes unless the Chairman grants permission for additional time. No public comments were offered. 6. PRESENTATIONS This section is for informational updates or proposals from external groups or staff. No votes are typically taken here; it's to inform the council and allow questions. The meeting had two presentations. • 6.A. Everglades Society for Historic Preservation (ESHP) (2026-35) This was an informational presentation on rehabilitating the historic Bank of Everglades building in Everglades City for use as a welcome center. February 20, 2026 Page 4 The goal is to preserve history, boost heritage tourism, and support local businesses. Details from transcription: Hydie Friend (Vice President, ESHP) presented, showing an artist rendering of the green two-story building across from the Rod and Gun Club. She explained the need for a visitor center after Hurricane Irma closed the previous one in 2017. ESHP opened a temporary center in 2020 (open 7 days/week, staffed by volunteers like Friend). Visitor stats: 1,077 in January 2026, 712 in February (to date), from 47 U.S. states and Europe (e.g., Germany, Netherlands, Belgium, France). The building is on the National Register of Historic Places, tied to Collier County's founding and the first bank there. Plans include heritage tourism info (hiking, biking, parks, restaurants, lodging), plus community space for arts, culture, events, exhibits. ESHP saved it from "demolition by neglect" with a $3 million HUD grant (via Congressman Diaz-Balart); state funds were vetoed. They requested a meeting with staff to discuss plans, costs, and funding. A handout ("Three Days in the Everglades") was shared to show how it encourages longer stays ("heads in beds"). Discussion/Questions: Susan Becker praised it as "wonderful" and noted sending visitors there; Friend said the new center would be larger. Chairman Burt Saunders asked about timeline—Friend said historic projects take "twice as much and three times as long"; foundation work delayed, but funding from foundations/government/individuals. Tim Mosier (Collier School Board member, local resident) spoke in support (3-minute public comment), noting it would attract more attention as an anchor for history and events; could open in 1-2 years with funds. Council direction: Staff to work with ESHP and bring back a detailed plan (supported by Clark Hill and Saunders for preserving heritage). No vote taken (informational only). • 6.B. Paradise Coast Sports Complex Q4 Report (2025-5111) This is a quarterly update presented by Michael Lieberman on operations at the Paradise Coast Sports Complex (a major tourism asset for sports events, generating visitor spending). Q4 refers to the fourth quarter of fiscal year 2025 (likely July-September 2025). Clarification: The report covers revenue, events, foot traffic, and future plans. No specific transcription details available in the provided document, but these reports typically include metrics like event attendance, economic impact, and tourism promotion findings. Based on similar past meetings, it would highlight how the complex promotes tourism (e.g., sports tournaments drawing out-of-county visitors). Outcome likely informational, with questions from council. February 20, 2026 Page 5 7. TOURISM DIRECTOR REPORT This is an update from the Tourism Director (Jay Tusa) on current activities, tax collections, and trends. • 7.A. Tourism Director Updates & TDT Tax Report for January (2025-5102) Updates on tourism initiatives and a report on January 2026 TDT collections (a 5% tax on short-term lodging, funding tourism projects). Clarification: Includes metrics like visitor numbers, hotel occupancy, and revenue trends. No transcription details in the provided document, but reports often note seasonal patterns (e.g., winter highs) and any challenges (e.g., international travel dips). Informational; no vote needed. • 7.B. Tourism Director Report - February 2026 (2026-160) A monthly overview for February 2026, covering ongoing projects, marketing, and forecasts. Clarification: Similar to 7.A but focused on the current month. Might include YTD data or upcoming events. Informational only. 8. CONSENT AGENDA Routine items approved in one motion unless pulled for discussion. Items are considered non-controversial, with staff recommendations to approve. If pulled, they move to New or Old Business. Here, 8.B and 8.E were pulled for explanation by coastal zone management (discussed under New Business). The rest (8.A, 8.C, 8.D, 8.F) were approved as consent unanimous 8-0. • General Note: All items include a finding that they "promote tourism" to justify TDT funding. From transcription: Items 8.B and 8.E were pulled at the start (page 3), discussed later (pages 20-22), and approved unanimously after explanation. • 8.A. Recommendation to approve and authorize the purchase of a John Deere 6135E Cab Tractor from Deere & Company utilizing Cooperative Procurement Piggyback 411 “Sourcewell Ag Tractors 082923-DAC” using Tourist Development Tax fund 1105 in the amount of $116,292.81 and make a finding that this expenditure promotes tourism. (2025-5112) Approve buying a tractor for beach/park maintenance using TDT funds via a cooperative February 20, 2026 Page 6 contract (piggybacking on another government's bid for better pricing). Promotes tourism by keeping facilities attractive. • 8.B. Recommendation to approve the 2026 Doctors Pass Dredge project scheduled for April / May 2026 and authorize tourist development tax expenditures for an estimated project cost not to exceed $1,250,000; authorize a budget amendment; and make a finding that this item promotes tourism (Project 90549). (2026-39) Approve dredging Doctors Pass (a waterway) to maintain boat access and beaches, using up to $1.25M TDT. Pulled for discussion; from transcription (page 20), Chris D’Arco (Coastal Zone Management) explained, and it was approved unanimously. Promotes tourism via beach/boat access. • 8.C. Recommendation to approve a 180-day administrative extension for Agreement No. 22-7980 “Tourism International Representation - Germany Market” with DiaMonde GmbH & Co KG under the current contract pricing, terms and conditions, and make a finding that this action promotes tourism. (2026-10) Extend a contract for marketing Collier County tourism in Germany for 180 days (bridge to new contract). Keeps promotion consistent. • 8.D. Recommendation to approve a 180-day administrative extension for Agreement No. 22-7979 “Tourism International Representation – UK and Ireland Market” with OMMAC Ltd., under the current contract pricing, terms and conditions, and make a finding that this action promotes tourism. (2026-20) Similar to 8.C, but for UK/Ireland marketing extension. • 8.E. Recommendation to approve the 2026 Wiggins Pass Dredge project scheduled for March / April 2026 and authorize Tourist Development Tax expenditures for an estimated project cost not to exceed $2,000,000; and make a finding that this item promotes tourism (Project 80288). (2026-21) Approve dredging Wiggins Pass for up to $2M TDT. Pulled; discussed and approved unanimously (transcription page 20-22). Ensures navigable waters for boating tourism. • 8.F. Recommendation to approve a work order with APTIM Environmental & Infrastructure, LLC, to provide professional engineering services for 2027-2028 Local Government Funding Request under Contract No. 18-7432-CZ for lump sum not to exceed $28,462 and make a finding that this item promotes tourism (Fund 195, Project No. 90065). (2026-22) Approve February 20, 2026 Page 7 engineering services for future funding requests (e.g., state grants for tourism projects) up to $28,462. 9. NEW BUSINESS Items requiring discussion or votes on new proposals. From transcription (pages 20-22), this included the pulled dredge items (8.B, 8.E) and the listed 9.A, 9.B. All passed unanimously. • 9.A. Recommendation to award an agreement for Request for Proposal (“RFP”) 25-8341, “Tourism Marketing & Promotion,” to Paradise Advertising and Marketing, Inc., with an effective date of March 30, 2026, and make a finding that this action promotes tourism. (2026-36) Award a new contract to Paradise Advertising for overall tourism marketing (e.g., ads, promotions). Effective late March 2026; pro motes visitor attraction. Motion passed unanimously 8-0. Motion by Mike McComas, second by Clark Hill • Recommendation to approve the expenditure of Tourism Development Tax (TDT) funds in an amount not to exceed $4,919,530 to support the Clam Pass Park Boardwalk Restoration Project, a Collier County beach park facility, and make a finding that these expenditures promote tourism. (2026-229) Approve nearly $4.92M TDT for restoring the boardwalk at Clam Pass Park (a beach access point). Enhances tourist access to beaches. Passed unanimously 8-0. Motion by Susan Becker, second by Clark Hill. 10. OLD BUSINESS Review or follow-up on prior items. No specific details in agenda or transcription; likely none or brief if no carryovers. 11. TEN MINUTE BREAK – None 12. AGENCY PARTNER REPORTS February 20, 2026 Page 8 Tourism Director Jay Tusa introduced the agency partner reports, noting that these include updates from key partners such as Lou Hammond Group (LHG) for public relations efforts. 12.A. Agency Partner Reports for January 2026 (2025-5101) The January reports were included in the council packets for review. No verbal presentation or discussion occurred on this subitem, as the focus shifted to current and forward-looking activities. 12.B. Agency Partner Reports for February 2026 (2026-157) Erin Murphy, Account Supervisor with Lou Hammond Group, and Mackenzie Comerer from Lou Hammond Group presented the latest public relations efforts. They emphasized how PR complements Paradise Advertising's awareness campaigns by using third-party voices (e.g., journalists) to build consideration and trust. Extended details: LHG focuses on diversifying coverage across print, online, and social channels, targeting various traveler types (e.g., families, luxury seekers, wellness enthusiasts). They highlighted media coverage samples from fiscal year to date, including: • New York Post: Feature on Ritz-Carlton Naples, with follow-up planned for December visit. • Marco Island spotlighted for best beaches in Condé Nast Traveler. • Everglades City featured in Condé Nast Traveler, emphasizing Camilla Street Grill and Big Cypress. • Rising food scene in Lonely Planet, with Marco Island noted. • Family and meetings sectors in various outlets, with Jay Tusa quoted on trends. • "JOMO" (Joy of Missing Out) trend featuring JW Marriott Marco Island's restorative experiences like sound baths and meditation. International PR support: Additional funding last year enabled hosting 22 media from UK/Germany. Group FAMs (familiarization trips): • UK/Ireland: 5 media (e.g., Irish Daily Star, Sunday Post) in June, generating coverage on outdoors. • Germany: FAM in July, plus individual stays (e.g., Jackie Agate in August). February 20, 2026 Page 9 Influencers (unpaid, in-kind partnerships): Collaborated with Garden & Gun events, Perry Hotel, JW Marriott Marco Island, museums, and dining partners. Two influencer couples from Florida created content on multi- generational experiences, planning return visits on their own. Forward-looking story angles for 2026: • Spa/Wellness at Marco Island: Revamped offerings beyond massages, including marine biologist-led kayak tours. First reporter (Boston Globe) produced New England market piece two weeks post-stay. • Evolving Culinary Scene: Reframing "grandparents' destination" narrative with emerging chefs (e.g., Kayla from BC Clet, Diego/Ming from Nat Nat). USA Today #2 small-town food scene; spotlighting Vincenzo from Osteria Tulia. • Everglades City 100th Anniversary (2027 prep): Pitching long-lead print features; afar magazine committed. Focus on authentic experiences like pulpit tours through Big Cypress, supporting smaller partners. No participant pictures or descriptions provided in sources. Chairman Saunders asked for questions or comments; none noted. Amanda Townsend, Director of Collier County Museums, provided an update (potentially as a partner report). November visitation was down slightly from prior year (rough month), with 30% local/70% out-of-county visitors, discovered via word-of-mouth/web search. Customer satisfaction high; one suggestion was reopening Depot Museum (now done). Extended details (bullet points for metrics/behaviors/comments): • Visitation: Lower than prior November; January/February strong (100+ daily at reopened Naples Depot). • Reopenings/Events: Naples Depot grand reopening Jan 14 (250 visitors); homeschool day ~90 children + families on transportation activities. Everglades City Seafood Festival: 1,700 through museum, hundreds outdoors (Betty Osceola cooking demos, alligator wrestling). Collier Museum at Government Center: PBS "Craft in America" filming featuring Seminole tribe's Brian/Pedro Zepeda. Immokalee Cattle Drive: March 28, ~100 cattle on Main Street to Roberts Ranch. Marco Island Historical Museum: #3 USA Today best February 20, 2026 Page 10 small-town museums. Key Marco Cat exhibit ends April 18, returning to Smithsonian. • Behaviors: Visitors appreciate service; desire more locations open. • Comments: Positive on satisfaction; negative on closures (addressed). Chairman Saunders asked for questions/comments; brief mention of the cat exhibit. 13. TOURISM STAFF REPORTS Tourism Director Jay Tusa noted that the tourism staff reports are in the council packets for review as normal. No verbal presentations or discussions occurred. 13.A. Tourism Staff Reports for January 2026 (2025-5098) Reports included in packets; no extended verbal details provided. 13.B. Tourism Staff Reports for February 2026 (2026-192) Reports included in packets; no extended verbal details provided. 14. COUNCIL MEMBER DISCUSSION Chairman Burt Saunders opened the floor for council member discussion, starting from one end. Extended details by member: • Susan Becker: Requested screens operate from meeting start (technical issues noted earlier). Inquired about privatization update (County Commission paused; directed staff for info on fraud in other communities, especially 501(c)(6) orgs). Suggested tabling for now. On budgets: Propose avoiding supplemental requests; start process early so marketing plans aren't flat-funded (e.g., assuming $6M; get extra ahead for better planning). • John Mullins (Director of Communications): Coordinating with steering committee on privatization negotiations. No set timeframe; workshops possible on contentious issues (e.g., fraud, business plan, staffing, transition, procurement, contract transfers). October goal but flexible. On budgets: As workshops start, proposals could incorporate February 20, 2026 Page 11 extra funds; find "sweet spot" via ROI analysis on target markets, avoid diminishing returns. • Laura Radler: Agree on starting budget process now; marketing plans based on flat budget otherwise require revisions. • Bill Kramer: News on Jan 29: Massive crane for Naples Pier demolition. Thanked Sen. Scott, Rep. Donalds for FEMA/Army Corps approvals (first non-commercial pier post-hurricane). Encourages thanks; hard to get DC action. • Clark Hill: Welcomed Commissioner Saunders; looking forward to working together. • Darrin Palumbo (Zoom): Echoed welcome. Shared St. Augustine police event observation: 1,000 officers boosting economy (hotels, golf, massages, tours). Tourism works despite inconveniences; trickles to working class. Proud of council role. • Nancy Kearns Kerns (Zoom): Welcomed Saunders (remotely). Keeping Ski Olesky and family in thoughts/prayers. • Chairman Burt Saunders: Looking forward to educational aspect; good education today. No additions. No participant pictures or descriptions provided in sources. 15. NEXT MEETING Confirm future schedule. • 15.A. Next Meeting Date - March 17, 2026 (2026-153) Confirmed the next meeting as March 17, 2026. 16. ADJOURNED Meeting close. From transcription, adjourned around 11:07 a.m. after final comments (e.g., welcoming new members, noting Ski Olesky's passing). February 20, 2026 Page 12 COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL ____________________________________ Chairman Burt Saunders The Minutes were approved on ______________, as presented __________ (date of approval) or as amended ___________.