TDC Agenda 03/14/2026COLLIER COUNTY
Tourist Development Council
AGENDA
Board of County Commission Chambers
Collier County Government Center
3299 Tamiami Trail East, 3rd Floor
Naples, FL 34112
March 17, 2026
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 178
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. February 20, 2026 TDC Meeting Minutes (2026-548)
5. Public Comments
6. Presentations
7. Tourism Director Report
7.A. Tourism Director Update & TDT Tax Report (2026-527)
8. 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.
9. New Business
9.A. Recommendation to approve the use of Tourist Development Tax (TDT) Promotion
funds to support the upcoming USA Lacrosse WCLA National Championships event
in May 2026 for up to $10,000 and make a finding that these expenditures promote
tourism. (2026-507)
9.B. To make a recommendation to the Board of County Commissioners on two
appointments to the Tourist Development Council for four-year terms, expiring on
April 21, 2030, subject to confirmation by the Board of County Commissioners, and
make a finding that this activity promotes tourism. (2026-560)
10. Old Business
11. Ten Minute Break
12. Agency Partner Reports
12.A. Agency Partner Reports (2026-583)
13. Tourism Staff Reports
Page 2 of 178
13.A. Tourism Staff Reports (2026-573)
14. Council Member Discussion
15. Next Meeting Date
15.A. Next Meeting Date - April 21, 2026 (2026-526)
16. Adjourn
Page 3 of 178
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 Kerns (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
Page 4 of 178
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.)
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.
Page 5 of 178
February 20, 2026
Page 3
Extended details: No ex-parte disclosures were mentioned during the
meeting.
Moved by Susan Becker; Seconded by Clark Hill. Motion passed
unanimously 8-0.
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. 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
Page 6 of 178
February 20, 2026
Page 4
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.
7. TOURISM DIRECTOR REPORT
This is an update from the Tourism Director (Jay Tusa) on current activities,
tax collections, and trends.
Page 7 of 178
February 20, 2026
Page 5
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
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)
Page 8 of 178
February 20, 2026
Page 6
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 8-0. 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 8-0
(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
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.
Page 9 of 178
February 20, 2026
Page 7
• 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
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)
Page 10 of 178
February 20, 2026
Page 8
• Downs & St. Germain Research – James Brendle (in person)
Quarterly Report
• Paradise Advertising -Tom Merrick (in person)
Presenting the Sense campaign
• Paradise Advertising - Brandon Faust (Zoom)
Website Report
• Lou Hammond Group -Erin Murphy and Mackenzie Comerer (in
person)
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).
Page 11 of 178
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.
• Collier County Museums - Amanda Townsend (in person)
provided an update (quarterly 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
Page 12 of 178
February 20, 2026
Page 10
Roberts Ranch. Marco Island Historical Museum: #3 USA Today best
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) (in person): 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
Page 13 of 178
February 20, 2026
Page 11
could incorporate 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 11:04 a.m. after final
comments (e.g., welcoming new members, noting Ski Olesky's passing).
Page 14 of 178
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 ___________.
Page 15 of 178
1
Tourism Director Report
TDC, March 17, 2026
Page 16 of 178
Tourism
Director
Report
TDT Collection Report
Tourist Development Tax Revenue for January 2026 was $4,887,253, resulting in a year-
to-date total of $10,913,535.
Tourism Highlights
Lodging Performance – Occupancy decreased 1.8% YOY to 65%. The number of visitors
increased by 7.3% to 307,800.
The month has shown a 2.8% increase in ADR to $499.32; RevPAR grew 1.0% to $324.56.
Earned media performance remained strong, generating 118.5 million impressions and
delivering high-value national and international coverage, including placements in Southern
Living, The Boston Globe, and Mental Floss.
Social media platforms continued strong year-to-date performance with 4.0 million
impressions, 88,080 engagements, and 8,249 new followers, supported by consistent
destination storytelling and event-focused content.
Advanced implementation of the new “Paradise in Every Sense” brand campaign while
continuing cross-channel creative development and future campaign planning tied to FIFA
activity in Miami.
Page 17 of 178
Tourism
Director
Report
Tourism Highlights
Generated group and sports business through distribution of 22 RFPs representing potential
3,552 room nights, securing definite bookings totaling 870 room nights.
Expanded global trade and airline collaboration through GTM Luxury Summit participation
and ongoing coordination with RSW, Lee County, and Discover Airlines (Germany).
Executed global trade outreach through GTM Luxury Summit participation, conducting one-
on-one meetings with 44 advisors and engaging more than 100 advisors overall.
Advanced FIFA-related destination positioning through launch planning of a dedicated
FIFA/FC Naples digital campaign tied to Miami World Cup matches.
Strengthened destination distribution and conversion strategy through enhancements to the
Ripe booking platform, expanding affiliate partner inventory and adding a homepage
search widget to drive direct bookings.
Supported major destination programming through delivery of marketing and press
materials for the 2026 Chubb Classic and First Tee sponsorship activations.
Page 18 of 178
FISCAL YEAR (OCTOBER THRU SEPTEMBER) TOTALS
FEBRUARY 2026
FOR THE MONTH OF JANUARY 2026 VENDOR TAX COLLECTIONS
BREAKDOWN
FISCAL
2024-2025
FISCAL
2025-2026
DIFFERENCE %
OVERALL COLLECTIONS
(includes minor
categories not shown
below)
Current Month $4,632,779 $4,887,253 $254,474 5.49 %
Year to Date $12,215,980 $12,664,275 $448,295 3.67 %
HOTEL / MOTEL
Current Month $2,855,575 $3,053,799 $198,224 6.94 %
Year to Date $7,752,384 $8,196,925 $444,541 5.73 %
REALTORS
Current Month $434,146 $466,180 $32,034 7.38 %
Year to Date $630,081 $713,851 $83,770 13.30 %
INDIVIDUALS
(APTS/CONDOS
S F HOMES)
Current Month $1,293,088 $1,311,007 $17,919 1.39 %
Year to Date $3,710,994 $3,596,951 - $114,043 - 3.07 %
Page 19 of 178
Collier County Tourist Development Tax Revenue
Fund Reporting Fund Adopted Budget
Updated Annual
Forecast Budgeted YTD YTD Actual
Variance to
Budgeted YTD
Beach Park Facilities 1100 1,425,600 1,535,895 280,417 390,753 110,336
TDC Promotion 1101 14,425,900 15,696,734 2,837,592 3,663,421 825,828
Non-County Museums 1103 760,600 819,446 149,611 208,183 58,572
TDC Admin 1104 - - 0 - -
Beach Renourishment 1105 15,522,000 16,722,902 3,053,196 4,253,891 1,200,695
Disaster Recovery 1106 - - 0 - -
County Museums 1107 2,000,000 2,000,000 393,402 838,485 445,082
TDC Capital 1108 5,686,300 6,126,236 1,118,502 1,558,802 440,300
Gross Budget 39,820,400 42,901,213 7,832,721 10,913,535 3,080,814
Less 5% Rev Res (1,991,000)7.74% % Over/(Under) Bud 39.3%
Net Budget 37,829,400
Collections
Month Reported Actual Cum YTD
% Budget
Collected to
Date
% Variance FY25
Collections
% Variance FY24
Collections
% Variance FY23
Collections
Nov 2,516,790 2,516,790 6.32% 17.74% -1.94% 6.91%
Dec 3,509,492 6,026,282 15.13% 1.28% 7.18% 32.60%
Jan 4,887,253 10,913,535 27.41% 5.49% 10.79% 31.68%
Feb - 10,913,535 27.41% n/a n/a n/a
Mar - 10,913,535 27.41% n/a n/a n/a
Apr - 10,913,535 27.41% n/a n/a n/a
May - 10,913,535 27.41% n/a n/a n/a
June - 10,913,535 27.41% n/a n/a n/a
July - 10,913,535 27.41% n/a n/a n/a
Aug - 10,913,535 27.41% n/a n/a n/a
Sept - 10,913,535 27.41% n/a n/a n/a
Oct - 10,913,535 27.41% n/a n/a n/a
Total 10,913,535 10,913,535 YTD 6.62% 6.45% 25.27%
97.0% 97.0% 97.0%42,901,213 Forecast
Budget Comparison
5 Yr History-Cum
5 Yr History-
Monthly
Budgeted
Collections
Actual
Collections
Budget to Actual
Variance
Updated
Forecast
Nov 4.6% 4.6%1,847,290 2,516,790 669,501 2,516,790
Dec 10.8% 6.1%2,443,425 3,509,492 1,066,067 3,509,492
Jan 19.7% 8.9%3,542,007 4,887,253 1,345,246 4,887,253
Feb 32.0% 12.3%4,915,037 - - 4,915,037
Mar 45.7% 13.6%5,434,547 - - 5,434,547
Apr 62.8% 17.2%6,842,974 - - 6,842,974
May 72.5% 9.7%3,845,085 - - 3,845,085
June 79.1% 6.6%2,624,709 - - 2,624,709
July 84.8% 5.7%2,287,169 - - 2,287,169
Aug 90.9% 6.1%2,415,026 - - 2,415,026
Sept 95.7% 4.8%1,919,153 - - 1,919,153
Oct 100.0% 4.3%1,703,978 - - 1,703,978
Total 100.0% 100.0%39,820,400 10,913,535 3,080,814 42,901,213
% over/(under) budget 39.3%7.74%
FY 26 TDT Collections Report
31-Jan-2026
$-
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
$8,000,000
$9,000,000
NovDecJanFebMarAprMayJuneJulyAugSeptOctMonth Reported
Tourist Development Tax Collection Curve
Budgeted Collections
Actual Collections
M:\Revenue Report\TDC Revenue\TDC Update Report\2026\TDT Tax Collector Reports\02-TDC Updates January.xlsx
Page 20 of 178
Collier County Tourist Development Tax RevenueFund Reporting Fund Adopted BudgetUpdated Annual Forecast Budgeted YTD YTD Actual Variance to Budgeted YTD Beach Park Facilities1100 1,425,600 1,535,895 280,417 390,753 110,336 TDC Promotion1101 14,425,900 15,696,734 2,837,592 3,663,421 825,828 Non-County Museums1103 760,600 819,446 149,611 208,183 58,572 TDC Admin 1104 - - 0 - - Beach Renourishment1105 15,522,000 16,722,902 3,053,196 4,253,891 1,200,695 Disaster Recovery1106 - - 0 - - County Museums1107 2,000,000 2,000,000 393,402 838,485 445,082 TDC Capital1108 5,686,300 6,126,236 1,118,502 1,558,802 440,300 Gross Budget 39,820,400 42,901,213 7,832,721 10,913,535 3,080,814 Less 5% Rev Res(1,991,000)7.74% % Over/(Under) Bud 39.3%Net Budget 37,829,400CollectionsMonth ReportedActual Cum YTD% Budget Collected to Date% Variance FY25 Collections% Variance FY24 Collections% Variance FY23 CollectionsNov 2,516,790 2,516,790 6.32% 17.74% -1.94% 6.91%Dec 3,509,492 6,026,282 15.13% 1.28% 7.18% 32.60%Jan 4,887,253 10,913,535 27.41% 5.49% 10.79% 31.68%Feb - 10,913,535 27.41% n/a n/a n/aMar - 10,913,535 27.41% n/a n/a n/aApr - 10,913,535 27.41% n/a n/a n/aMay - 10,913,535 27.41% n/a n/a n/aJune - 10,913,535 27.41% n/a n/a n/aJuly - 10,913,535 27.41% n/a n/a n/aAug - 10,913,535 27.41% n/a n/a n/aSept - 10,913,535 27.41% n/a n/a n/aOct - 10,913,535 27.41% n/a n/a n/aTotal10,913,535 10,913,535 YTD 6.62% 6.45% 25.27%97.0% 97.0% 97.0%42,901,213ForecastFY 26 TDT Collections Report31-Jan-2026M:\Revenue Report\TDC Revenue\TDC Update Report\2026\TDT Tax Collector Reports\02-TDC Updates January.xlsxPage 21 of 178
Collier County Tourist Development Tax RevenueBudget Comparison5 Yr History-Cum5 Yr History-MonthlyBudgeted CollectionsActual CollectionsBudget to Actual VarianceUpdated ForecastNov4.6% 4.6%1,847,290 2,516,790 669,501 2,516,790 Dec10.8% 6.1%2,443,425 3,509,492 1,066,067 3,509,492 Jan19.7% 8.9%3,542,007 4,887,253 1,345,246 4,887,253 Feb32.0% 12.3%4,915,037 - - 4,915,037 Mar45.7% 13.6%5,434,547 - - 5,434,547 Apr62.8% 17.2%6,842,974 - - 6,842,974 May72.5% 9.7%3,845,085 - - 3,845,085 June79.1% 6.6%2,624,709 - - 2,624,709 July84.8% 5.7%2,287,169 - - 2,287,169 Aug90.9% 6.1%2,415,026 - - 2,415,026 Sept95.7% 4.8%1,919,153 - - 1,919,153 Oct100.0% 4.3%1,703,978 - - 1,703,978 Total100.0% 100.0%39,820,400 10,913,535 3,080,814 42,901,213 % over/(under) budget 39.3%7.74% $- $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000 $7,000,000 $8,000,000 $9,000,000NovDecJanFebMarAprMayJuneJulyAugSeptOctMonth ReportedTourist Development Tax Collection Curve Budgeted CollectionsActual CollectionsM:\Revenue Report\TDC Revenue\TDC Update Report\2026\TDT Tax Collector Reports\02-TDC Updates January.xlsxPage 22 of 178
Collier County Tax Collector - Tourist BOCC - Zone - TAX-53800 Report (Detailed Distribution Data) - Run 02/05/2026 08:51AM
1
Tourist Zone Allocation Date (Year)Allocation Date (Month)Allocated Distributed Amt Distribution Category Allocation Date
-- Any ---- January ---- Tourist Tax ---- 01/01/2026-01/31/202 6 --
CC - Collier County - Unincorporated 2026 January 2,890,592.03 2,890,592.03 Tourist Tax
EC - Everglades City 2026 January 18,533.12 18,533.12 Tourist Tax
IM - Immokalee 2026 January 3,433.83 3,433.83 Tourist Tax
MI - Marco Island 2026 January 1,027,330.48 1,027,330.48 Tourist Tax
NA - Naples 2026 January 947,363.60 947,363.60 Tourist Tax
CC - Collier County - Unincorporated, EC -
Everglades City, IM - Immokalee, MI - Marco Island,
NA - Naples
2026 January 4,887,253.06 4,887,253.06 Tourist Tax Grand Total
Page 23 of 178
Collier County Tax Collector - Tourist BOCC - Zone - TAX-53800 Report (Detailed Distribution Data) - Run 02/05/2026 08:53AM
1
Tourist Zone Allocation Date (Year)Allocation Date (Month)Allocated Distributed Amt Distribution Category Allocation Date
-- Any ---- Any ---- Tourist Tax ---- 10/01/2025-01/31/202 6 --
CC - Collier County - Unincorporated 2025 October 1,122,477.92 1,122,477.92 Tourist Tax
CC - Collier County - Unincorporated 2025 November 1,504,946.24 1,504,946.24 Tourist Tax
CC - Collier County - Unincorporated 2025 December 2,100,472.42 2,100,472.42 Tourist Tax
CC - Collier County - Unincorporated 2025 December, November, October 4,727,896.58 4,727,896.58 Tourist Tax
CC - Collier County - Unincorporated 2026 January 2,890,592.03 2,890,592.03 Tourist Tax
CC - Collier County - Unincorporated December, January, November,
October
7,618,488.61 7,618,488.61 Tourist Tax
EC - Everglades City 2025 October 4,597.14 4,597.14 Tourist Tax
EC - Everglades City 2025 November 9,209.04 9,209.04 Tourist Tax
EC - Everglades City 2025 December 11,835.67 11,835.67 Tourist Tax
EC - Everglades City 2025 December, November, October 25,641.85 25,641.85 Tourist Tax
EC - Everglades City 2026 January 18,533.12 18,533.12 Tourist Tax
EC - Everglades City December, January, November,
October
44,174.97 44,174.97 Tourist Tax
IM - Immokalee 2025 October 2,492.73 2,492.73 Tourist Tax
IM - Immokalee 2025 November 4,995.69 4,995.69 Tourist Tax
IM - Immokalee 2025 December 5,318.81 5,318.81 Tourist Tax
IM - Immokalee 2025 December, November, October 12,807.23 12,807.23 Tourist Tax
IM - Immokalee 2026 January 3,433.83 3,433.83 Tourist Tax
IM - Immokalee December, January, November,
October
16,241.06 16,241.06 Tourist Tax
MI - Marco Island 2025 October 413,761.85 413,761.85 Tourist Tax
MI - Marco Island 2025 November 659,208.87 659,208.87 Tourist Tax
Page 24 of 178
Collier County Tax Collector - Tourist BOCC - Zone - TAX-53800 Report (Detailed Distribution Data) - Run 02/05/2026 08:53AM
2
Tourist Zone Allocation Date (Year)Allocation Date (Month)Allocated Distributed Amt Distribution Category Allocation Date
MI - Marco Island 2025 December 833,192.50 833,192.50 Tourist Tax
MI - Marco Island 2025 December, November, October 1,906,163.22 1,906,163.22 Tourist Tax
MI - Marco Island 2026 January 1,027,330.48 1,027,330.48 Tourist Tax
MI - Marco Island December, January, November,
October
2,933,493.70 2,933,493.70 Tourist Tax
NA - Naples 2025 October 207,360.30 207,360.30 Tourist Tax
NA - Naples 2025 November 338,430.54 338,430.54 Tourist Tax
NA - Naples 2025 December 558,722.32 558,722.32 Tourist Tax
NA - Naples 2025 December, November, October 1,104,513.16 1,104,513.16 Tourist Tax
NA - Naples 2026 January 947,363.60 947,363.60 Tourist Tax
NA - Naples December, January, November,
October
2,051,876.76 2,051,876.76 Tourist Tax
CC - Collier County -
Unincorporated, EC - Everglades
City, IM - Immokalee, MI - Marco
Island, NA - Naples
Grand Total December, January, November,
October
12,664,275.10 12,664,275.10 Tourist Tax
Page 25 of 178
Collier County Tax Collector - Tourist BOCC - Rental Type Report (Detailed Distribution Data) - Run 02/05/2026 08:50AM
1
Tourist Rental Type Allocation Date (Month)Allocated Distributed Amt Distribution Category Allocation Date
-- Any ---- Any of: January ---- Tourist Tax ---- 01/01/2026-01/31/202 6 --
02 - CONDOMINIUM January 284,066.02 284,066.02 Tourist Tax
05 - HOTEL January 3,053,798.88 3,053,798.88 Tourist Tax
06 - INTERVAL OWNER January 26,667.48 26,667.48 Tourist Tax
07 - MOBILE HM PARK January 2,315.75 2,315.75 Tourist Tax
09 - PROPERTY MANAGEMENT COMPANY January 466,180.29 466,180.29 Tourist Tax
12 - RV PARK /CAMPGD January 27,283.91 27,283.91 Tourist Tax
13 - SINGLE FAMILY January 1,026,940.73 1,026,940.73 Tourist Tax
02 - CONDOMINIUM, 05 - HOTEL, 06 - INTERVAL OWNER, 07 - MOBILE
HM PARK, 09 - PROPERTY MANAGEMENT COMPANY, 12 - RV PARK
/CAMPGD, 13 - SINGLE FAMILY
January 4,887,253.06 4,887,253.06 Tourist Tax Grand Total
Page 26 of 178
Collier County Tax Collector - Tourist BOCC - Rental Type Report (Detailed Distribution Data) - Run 02/05/2026 08:52AM
1
Tourist Rental Type Allocation Date (Month)Allocated Distributed Amt Distribution Category Allocation Date
-- Any ---- Any of: ---- Tourist Tax ---- 10/01/2025-01/31/202 6 --
02 - CONDOMINIUM January 284,066.02 284,066.02 Tourist Tax
02 - CONDOMINIUM October 50,122.34 50,122.34 Tourist Tax
02 - CONDOMINIUM November 56,168.08 56,168.08 Tourist Tax
02 - CONDOMINIUM December 99,880.71 99,880.71 Tourist Tax
02 - CONDOMINIUM December, January, November, October 490,237.15 490,237.15 Tourist Tax
05 - HOTEL January 3,053,798.88 3,053,798.88 Tourist Tax
05 - HOTEL October 1,029,927.94 1,029,927.94 Tourist Tax
05 - HOTEL November 1,668,573.33 1,668,573.33 Tourist Tax
05 - HOTEL December 2,444,624.74 2,444,624.74 Tourist Tax
05 - HOTEL December, January, November, October 8,196,924.89 8,196,924.89 Tourist Tax
06 - INTERVAL OWNER January 26,667.48 26,667.48 Tourist Tax
06 - INTERVAL OWNER October 19,518.77 19,518.77 Tourist Tax
06 - INTERVAL OWNER November 33,303.60 33,303.60 Tourist Tax
06 - INTERVAL OWNER December 24,094.93 24,094.93 Tourist Tax
06 - INTERVAL OWNER December, January, November, October 103,584.78 103,584.78 Tourist Tax
07 - MOBILE HM PARK January 2,315.75 2,315.75 Tourist Tax
07 - MOBILE HM PARK October 591.64 591.64 Tourist Tax
07 - MOBILE HM PARK November 655.01 655.01 Tourist Tax
07 - MOBILE HM PARK December 3,280.91 3,280.91 Tourist Tax
07 - MOBILE HM PARK December, January, November, October 6,843.31 6,843.31 Tourist Tax
09 - PROPERTY MANAGEMENT COMPANY January 466,180.29 466,180.29 Tourist Tax
Page 27 of 178
Collier County Tax Collector - Tourist BOCC - Rental Type Report (Detailed Distribution Data) - Run 02/05/2026 08:52AM
2
Tourist Rental Type Allocation Date (Month)Allocated Distributed Amt Distribution Category Allocation Date
09 - PROPERTY MANAGEMENT COMPANY October 35,228.68 35,228.68 Tourist Tax
09 - PROPERTY MANAGEMENT COMPANY November 67,121.11 67,121.11 Tourist Tax
09 - PROPERTY MANAGEMENT COMPANY December 157,830.81 157,830.81 Tourist Tax
09 - PROPERTY MANAGEMENT COMPANY December, January, November, October 726,360.89 726,360.89 Tourist Tax
12 - RV PARK /CAMPGD January 27,283.91 27,283.91 Tourist Tax
12 - RV PARK /CAMPGD October 3,397.58 3,397.58 Tourist Tax
12 - RV PARK /CAMPGD November 5,215.18 5,215.18 Tourist Tax
12 - RV PARK /CAMPGD December 10,223.11 10,223.11 Tourist Tax
12 - RV PARK /CAMPGD December, January, November, October 46,119.78 46,119.78 Tourist Tax
13 - SINGLE FAMILY January 1,026,940.73 1,026,940.73 Tourist Tax
13 - SINGLE FAMILY October 611,902.99 611,902.99 Tourist Tax
13 - SINGLE FAMILY November 685,754.07 685,754.07 Tourist Tax
13 - SINGLE FAMILY December 769,606.51 769,606.51 Tourist Tax
13 - SINGLE FAMILY December, January, November, October 3,094,204.30 3,094,204.30 Tourist Tax
02 - CONDOMINIUM, 05 - HOTEL, 06 -
INTERVAL OWNER, 07 - MOBILE HM PARK, 09
- PROPERTY MANAGEMENT COMPANY, 12 -
RV PARK /CAMPGD, 13 - SINGLE FAMILY
December, January, November, October 12,664,275.10 12,664,275.10 Tourist Tax Grand Total
Page 28 of 178
3/17/2026
Item # 9.A
ID# 2026-507
Executive Summary
Recommendation to approve the use of Tourist Development Tax (TDT) Promotion funds to support the upcoming USA
Lacrosse WCLA National Championships event in May 2026 for up to $10,000 and make a finding that these
expenditures promote tourism.
OBJECTIVE: To support the hosting costs for the USA Lacrosse WCLA National Championships from May 11 – 16,
2026, at the Paradise Coast Sports Complex.
CONSIDERATIONS: The USA Lacrosse WCLA National Championships are scheduled to take place May 11 – 16,
2026, at the Paradise Coast Sports Complex. Five turf fields, 1 stadium field, and 2 office spaces are being utilized to
host 28 teams. This is the first year this event is taking place at Paradise Coast Sports Complex. The event has been
held in several locations around the country since it began in 2001. The event will attract 28 teams, generate 500–700
room nights, and draw 600–800 spectators per day.
Staff recommends funding up to $10,000 to help offset costs associated with venue rentals and other logistics, ensuring
the success of the event. The CVB uses the Destinations International (DI) Economic Impact Calculator, used by over
300 destination organizations for all events, to ensure consistent reporting. For this event, the Calculator estimates an
Economic Impact of $140,500. Staff utilizes the Board-approved Athletic Event & Tournament Application to evaluate
whether the organization qualifies for funding. In making this determination, several key factors are considered,
including the event's seasonality, its potential for future iterations, projected economic impact through direct spending
and bed tax revenue, and the level of marketing value. Tournament organizers provide lodging counts, which the County
uses as inputs, but the organizers’ figures mainly reflect the event’s own revenues and do not include the broader
community spending that the DI model captures.
Event Impact Summary:
Direct Impact: $278,911
Total Impact (Direct and Indirect): $389,164
Projected Room Night: 500
TDT Revenue: $7,325
Rental Revenue: $16,900
FISCAL IMPACT: Funding up to $10,000 for this event is available within the FY 26 Tourism budget allocation for
sports event support through the TDC Promotion fund (1101). The total funding for the FY 2026 sports grants is
$75,000 and there is $72,000 remaining.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires a majority vote for approval.
- CMG
RECOMMENDATIONS: Recommendation to approve the use of Tourist Development Tax (TDT) Promotion funds to
support the upcoming USA Lacrosse WCLA National Championships event in May 2026 for up to $10,000 and make a
finding that these expenditures promote tourism.
PREPARED BY: Jay Tusa, Tourism Director and Tom Albrecht, Sales Manager II, Tourism
ATTACHMENTS:
1. 2026 USA Lacrosse WCLA Marketing Plan_January
2. USA Lacrosse WCLA_Sports Funding Event Application 2026_Filled In
Page 29 of 178
2026 WCLA CHAMPIONSHIP
MARKETING PLAN
JANUARY 2026
OVERVIEW
USA Lacrosse will leverage its national marketing and communications platforms to promote
the 2026 Women’s Collegiate Lacrosse Association (WCLA) Championship, hosted May 11–16,
2026, in Naples, Florida at the Paradise Coast Sports Complex.
The WCLA Championship is the premier postseason event for women’s collegiate club lacrosse,
featuring the top 16 Division I and top 12 Division II teams from across the United States. These
athletes represent colleges and universities nationwide and compete at a high level while
balancing the academic demands of being full-time students. For many participants, the WCLA
Championship is the culmination of years of training, travel, and competitive play, and it serves
as the definitive national championship for the league.
The 2026 event is expected to bring approximately 1,500 players, coaches, families, event staff
and fans into Collier County over the course of the six-day championship, generating
meaningful economic impact through hotel stays, dining, retail, transportation, and
entertainment. As a destination-driven sporting event, the WCLA Championship attracts a large
percentage of out-of-county and out-of-state visitors, positioning Naples as a host community
for national-level amateur athletics and sports tourism.
USA Lacrosse will utilize its owned and earned media channels to promote the championship
both locally and nationally, driving awareness among participants, alumni, families, and
lacrosse fans while also elevating the visibility of Naples and Collier County as a premier sports
destination. Marketing and communications efforts will emphasize the competitive play,
dedication of the student-athletes, affordability, family-oriented nature of the event, and the
championship experience for visiting teams and spectators. With a national database of more
than 420,000 registered members who regularly receive communications from USA Lacrosse,
the organization will leverage this established audience to amplify awareness of the WCLA
Championship and its host community. Additionally, USA Lacrosse maintains a combined social
media audience of over one million followers, providing a powerful platform to amplify
championship content and extend awareness of the event at a national scale.
The following plan outlines the integrated marketing and communications strategy designed to
support the event team in building awareness, increasing attendance, engaging the local
community, and maximizing the economic and reputational benefits of hosting the 2026 WCLA
Championship in Collier County.
Page 30 of 178
AUDIENCES
Primary Audience: WCLA players, coaches, supporters and fans
Secondary Audience: USA Lacrosse Members within a drivable distance of the event,
Southwest Florida residents and potential volunteers.
OBJECTIVES
Awareness: Bring enhanced attention and awareness for the WCLA and its players and
coaches to attract new schools, players and fans to the league.
Local Engagement: Inspire interest in lacrosse among Southwest Florida residents,
particularly youth and families, by providing access to a premier collegiate
championship event that highlights the sport’s athleticism and accessibility.
National Exposure: Expand the national visibility of the WCLA Championship through
coordinated promotion and live-stream distribution across USA Lacrosse’s owned
channels, driving engagement before, during, and after the event.
STRATEGIES
Build an omni-channel marketing approach in digital, social, onsite, print, PR, to reach
defined audiences and drive actionable results.
Utilize “The Road to Naples” in WCLA messaging throughout the 2026 season, to create
hype and awareness for the location of this year's championship event.
Develop and distribute a comprehensive Marketing Toolkit for all qualifying WCLA
teams, providing standardized assets, messaging guidelines, and promotional
recommendations to help teams activate their campus communities, alumni networks,
and supporters in advance of and during the championship.
Leverage this year’s 100 years of women’s lacrosse celebration to position the WCLA
Championship as a positive and values-driven presence within the Southwest Florida
community, celebrating female student-athletes and the growth of women’s sports.
Engage local and regional youth lacrosse programs by creating opportunities for
participation and attendance at the championship, including coordinated group outings,
educational experiences, and interactions with collegiate athletes to help introduce and
grow the sport in Southwest Florida.
Activate WCLA student-athletes and select local partners as event ambassadors by
collaborating on content creation and promotion throughout the WCLA season and into
championship week, extending the reach and authenticity of event marketing efforts.
TACTICS
Website
A dedicated event page on usalacrosse.com will serve as the landing page for the event
for fans and supporters to access information and updates surrounding the WCLA
championship.
Page 31 of 178
Integrate editorial stories and videos (as they are released) within the landing page
when applicable.
Editorial/Magazine
Our editorial team will cover the WCLA weekly during its season with rankings of the top
Division I and Division II teams released each week, announcements of All-Americans &
Award winners and more.
A member of the magazine staff will be on location to cover the games during the
championships, providing in-depth coverage of the storylines and events of the week.
Additional opportunities for editorial coverage including athlete features will be
explored.
Streaming
Go Live Sports will stream all games from the event, enhancing production value from
the ‘25 edition with multi-cam streams and score bugs included.
Email Marketing
Throughout the winter and spring season, we will send geo-targeted dedicated emails to
promote the WCLA Championships, prospect for volunteers, and inform players,
coaches and fans of logistical information surrounding the event. We will work with BI
and the Event team to survey attendees post event.
Audience will include individuals within a 100-mile radius of the event, WCLA players
and coaches, and contacts acquired over the last several years when capturing email
addresses for web stream access.
The below calendars provide an outline for WCLA-related sends throughout the year,
with adjustments anticipated based on shifting needs.
AD HOC SENDS
Send Date Audience Content
02/12 DI & DII WCLA Teams DI & DII Team Outreach
02/25 WCLA Players, Parents,
Teams, & Admin
2025 Recap & Details for
2026 Championship
03/11 WCLA Players, Parents,
Teams, & Admin
Rankings and Magazine Story
03/31 Members in a 175-mile radius
(includes Fort Meyers, Tampa
& Miami)
WCLA - Volunteer Reminder
04/08 WCLA Players, Parents,
Teams, & Admin
Rankings, Streaming, and On-
site Activities
Page 32 of 178
04/22 WCLA Streaming list,
Members within 275 miles of
Naples (includes Daytona
Beach & Orlando)
WCLA Team Announcements
04/22 Youth Girl PL’s within a 350
Mile Radius (includes
Jacksonville)
Youth Girls PL Outreach
05/04 WCLA Streaming list,
Members within 175 miles of
Naples, Youth Girls PL’s
within a 275 Mile Radius of
Naples
WCLA One Week Reminder
05/06 WCLA Players, Parents,
Teams, & Admin, Active
Women's; Coaches, Fans,
Players, HS + Youth
WCLA Streaming
Announcement
05/07 WCLA Officials, Coaches and
Team Managers
Know Before You Go
05/10 WCLA Players, Parents,
Teams, & Admin + Active
Women's; Coaches, Fans,
Players, HS + Youth
Streaming 48 HR Reminder
05/18 WCLA Officials Thank You – Officials
05/18 WCLA Vendors Thank You – Partners
05/18 WCLA Volunteers Thank You – Volunteers
05/18 WCLA Players Thank You – Players
05/28 Girl Players 15, 16, & 17 2026 WCLA Recap
09/09 Girl Players 15, 16, & 17 Why Play in the WCLA?
NEWSLETTER INCLUSIONS
Send Date Audience Content
March USAL “The Weekly” Magazine WCLA 2026 Preview +
Rankings
April Program Leader Newsletter WCLA in Naples, FL
April Parents Newsletter WCLA 2026 Preview +
Rankings
May Program Leader Newsletter WCLA Champions recap
May or June Parents Newsletter WCLA Champions recap
Social Media
Page 33 of 178
Social media coverage of the 2025 event saw an increase compared to 2024, and we will
again commit to raising the bar in 2026.
We will once again work with the WCLA social coordinator(s) on site to collaborate and
share content during the week of the Championships.
Additional opportunities for athlete takeovers will be explored during the WCLA regular
season, giving the participants in the league a platform to share stories and give a first
person look at what it is like to play for a school in the WCLA.
Provide teams with “Road to Naples: Ticket Punched” creative to share on social
channels with posting instructions once they have officially qualified for the 2026 event.
Partner with Naples and Southwest Florida–based organizations, tourism entities, local
businesses, and community groups to collaborate on social content, including shared
posts, story takeovers, and co-branded graphics that promote the championship and
highlight the host community.
Engage select local creators, athletes, coaches, and community ambassadors to attend
the event and share authentic, first-person content that introduces lacrosse to local
audiences and highlights the championship experience.
Produce content highlighting Paradise Sports Complex as a premier sports tourism
destination, highlighting the facility’s attractions and amenities.
Earned Media
Through internal efforts and in collaboration with PR agency DKC, USAL will work to gain
coverage in local media including print and television outlets. Tactics to include pitching
human interest stories, local athletes or colleges participating, Naples as a premier
destination for national sporting events, and other storylines that emerge.
Media Outlets:
Print & Digital Publications (Naples / Collier County)
Naples Daily News
Florida Weekly
The Naples Press
Naples 2Night
Life in Naples
Marco Eagle
Collier Citizen
Television (Southwest Florida)
WBBH NBC 2
WINK News
WFTX FOX 4
WGCU Public Media
Univision Fort Myers–Naples
Page 34 of 178
Radio (Naples / SWFL)
WGCU 90.1 FM
WSGL 92.9 FM
WFSX 92.5 FM
WJGO Radio
Renda Broadcasting
Tourism / Community & Lifestyle Media
Paradise Coast
Naples Chamber of Commerce
Greater Naples Chamber
Collier County Parks & Recreation
Creative Theme
The 2026 event logo will be integrated into all creative assets throughout the campaign.
Page 35 of 178
Page 1 of 12
Athletic Event & Tournament Application
*Application must be received via email 90 days prior to the first day of the event.
Organization Name:
Organization Address:
City: State: Zip:
Organization Phone:
Organization Website:
Organization Email: ______________________________________________________________________
Non-Profit Tax ID No.:
Federal Tax ID No.:
Event Director Full Name: _________________________________________ D.O.B.:
*Event Director will be the first point of contact in the event of any issues during the event (i.e. medical, safety,
altercations etc.). Collier County Parks and Recreation site-lead representative will consult on appropriate facility
protocols, but it is the responsibility of the Event Director to regulate the situation. Once the situation has been
mediated, the Collier County Parks and Recreation site-lead representative will discuss the appropriate recourse
with the Event Director. (Altercations or violations may result in ejecting teams and/or individuals from facility
etc.)
The below contact information will be used to contact the Event Director during the event.
Event Director Email:
Event Director Cell Phone:
Event Director Home/Business Address:
City: State: Zip:
Event Name:
Sport(s):
Dates requested for event:
Will you require load-in dates in addition to the above requested dates? Please list schedule of load-in
and tear down (Date, Start, & End Time) and details on what will be loaded-in/torn down: (Please
note, load-in days may require additional facility rental fees.) Yes _______ No_______
Page 36 of 178
Page 2 of 12
Vendors
Will you be securing any vendors at this event? YES ________ NO ______
Please list the name of the vendor(s), dates, times, and dimensions of set-up.
*Please note, a fee may be required for vendors to utilize venue space during the event.
1.Vendors are required to supply their own power.
2.Vendors are required to be fully set-up at least (1) hour prior to competition.
3.No outside food and/or beverage vendors are allowed at Collier County Parks &
Recreation as there is an exclusive concessionaire on-site.
4.All vendors must provide a current business license and proof of insurance of at least
$1,000,000 in coverage.
Facility(s) Type Requesting:
(Include number of fields, courts, lake, beach, etc. and type Example – North Collier Regional Park – (1) 9 v 9
Soccer Field)
(1)
(2)
(3)
(4)
Please, list any other logistical needs (i.e. number of tables, bleachers, chairs, stage, etc.). Please
note, a cost may be associated with these requests at the expense of the event organizer, unless
agreed upon in writing and excused as an expense by the CVB.
Will you require food any on-site concessions?
*If yes, please ensure an accurate event schedule is provided to Collier County Parks and
Recreation upon request to ensure ample preparation time.
Estimated # of Spectators per day of event:
Estimated # of Teams:
Page 37 of 178
Page 3 of 12
If using multiple facilities, please provide the information below.
*Site Directors must be at least 21 years of age and remain on premises for the duration of the event.
Site Director Name & Cell Phone (1):
Site Location:
Site Director Name & Cell Phone (2):
Site Location:
Site Director Name & Cell Phone (3):
Site Location:
Insurance Policy
Please provide the appropriate Certificate of Insurance per the guidelines below. Documentation of
coverage must be supplied to Collier County Parks and Recreation Staff (15) business days prior to
event. The event organizer is subject to a late fee if this documentation is received after (15) business
days. Reservation will not be honored without appropriate insurance on file.
Please refer to the below for additionally insurance and coverage requirements.
Collier County Board of County Commissioners
3299 East Tamiami Trail, Suite 303 Naples, FL. 34112-5746
o Agree to provide certificate(s) of insurance 15 business days prior to event start date “Collier
County Board of County Commissioners is an additional insured”. This coverage must remain in
effect for the entirety of the event including the following coverages:
o General liability requirements as follows: Provide Collier County with proof of a comprehensive
General Liability Policy. Limits: $1,000,000.00 Bodily Injury and property damage. $1,000,000.00
Auto, bodily injury, property damage, workers comp, employer’s liability (minimum $100,000)
o Agree that Collier County assumes no liability for the recruitment, selection, background screening of
non-county special event management, staff, volunteers, coaches, youth leaders, and others.
(Please, initial to verify your compliance with the above Insurance Policy)
Facility Rental Deposit Policy
A deposit of 15% of the total rental fees and charges associated with the event must be paid to Collier
County Parks and Recreation within 7 business days of Collier County Parks & Recreation approval. Any event that has
not paid the deposit is not considered approved until paid. Collier County Parks and Recreation will apply the
deposit towards the event balance, provided the facilities utilized for the event are returned in the same
condition as prior to the event. Should any damages or monetary obligations be incurred by the facility
(i.e. excessive damage, vandalism etc.), the 15% deposit shall be retained by Collier County Parks and
Recreation.
(Please, initial to verify your compliance with the Facility Rental Deposit Policy)
Page 38 of 178
Page 4 of 12
Event Cancellation Policy
Please note, if the event is canceled 90 or more days prior to the first requested date of reservation, a full
refund will be issued. All event cancellations must be in writing and sent to
Marissa.Baker@colliercountyfl.gov.
In the event the reservation is canceled less than 90 days prior to the first requested date of reservation,
a 20% cancellation fee will be retained by Collier County Parks and Recreation and no refund of the
deposit will be issued.
In the event the reservation is canceled less than 45 days prior to the first requested date of reservation,
a 30% cancellation fee will be retained by Collier County Parks and Recreation and no refund of the
deposit will be issued.
In the event the reservation is canceled less than 15 days prior to the first requested date of reservation,
a 50% cancellation fee will be retained by Collier County Parks and Recreation and no refund of the
deposit will be issued.
If the event is not able to be hosted due to Acts of God (i.e. hurricane), the 15% deposit will be refunded
by Collier County Parks and Recreation.
Regarding inclement weather, if competition begins on any day, rental fees and event expenses will not
be refundable. If the rented areas are deemed unplayable by Parks and Recreation Lead Supervisor
and/or weather does not allow for the event to begin, rental fees and expenses associated with the date
of cancellation will be refunded.
Collier County reserves the right to terminate this Event for any reason with 30 days’ notice to the Event
Organizer. Deposit will be refunded in full. No other refunds will be made.
(Please, initial to verify your compliance with the Event Cancellation Policy)
Facility Parking Policy
Please note, all cars parking on Collier County Park property must park within the designated parking
areas. This DOES NOT include any grass area, berm, median, or area not conducive with the safety of park
users. In addition, destruction of landscaping and/or signs prohibiting parking in certain areas is strictly
prohibited. Failure to comply with the above policy and/or failing to comply with the proper parking
guidelines as set forth by Collier County Parks and Recreation may result in parking violations being issued
to the party in violation and/or towing of vehicles. Please, communicate this policy to individuals
associated with the event (i.e. teams, coaches, spectators, vendors etc.) prior to the first event day via
email.
(Please, initial to verify your compliance with the Facility Parking Policy)
Page 39 of 178
Page 5 of 12
Venue Rental Request & Approval Policy
Venue rental request and/or approved venue requests are subject to relocation to another County facility
or cancelled in the event of maintenance, safety issues, scheduling, facility capacity, non- compliance with
Collier County guidelines, rules, and laws. This also includes any Acts of God (i.e. hurricane). Any of the
above adversities will be communicated to the renter by Collier County staff. Please note after capacity
limits are reached on any County venues, multiple facilities must be reserved, paid for and used. Event
organizers may also be asked to supply port-o-lets and additional dumpsters at their expense for large
events.
(Please, initial to verify your compliance with the Venue Rental Request & Approval Policy)
Rental Fees & Payment Policy
All fees and expenses related with the event are the responsibility of the event organizer to pay. In
addition, any field, equipment, and/or facility usage in excess of the approved number of fields, venues,
and/or equipment is subject to additional charges at the expense of the event organizer. In the event, it
is determined that the event will require more event fields/space after funding assistance has been
approved for the event, the additional cost will be the responsibility of the event organizer to remit.
Payment of all rental fees and expenses associated with the event are due 7 days prior to the first day of
the event. If all fees are not paid then the event will not be honored and will be cancelled.
(Please, initial to verify your compliance with the Rental Fees Policy)
Weather Policy
Inclement weather and/or field conditions will be assessed by the Collier County Parks & Recreation
Event Supervisor in accordance with the protocol approved by Collier County.
(Please, initial to verify your compliance with the Weather Policy)
Event Approval Policy
I understand that submitting an application is NOT a guarantee of availability or approval. Approval
will be indicated once all signatures below are completed and the County confirms the requested
facilities are available in compliance with Parks and Recreation requirements. However, Collier County
reserves the right to deny or cancel rental request if the required documentation is not provided
and/or if guidelines are not followed as requested by Collier County. This also includes those
guidelines set forth in the above application and the Collier County Parks and Recreation Rules &
Regulations form.
(Please, initial to verify your compliance with Event Approval Policy)
Page 40 of 178
Page 6 of 12
INDEMNIFICATION
To the maximum extent permitted by Florida law, the EVENT SPONSOR shall indemnify and hold harmless
Collier County, its officers and employees from any and all liabilities, damages, losses and costs, including,
but not limited to, reasonable attorneys’ fees and paralegals’ fees, to the extent caused by the negligence,
recklessness, or intentionally wrongful conduct of the EVENT ORGANIZER or anyone employed or utilized
by the EVENT ORGANIZER in the performance of this Agreement. This indemnification obligation shall not
be construed to negate, abridge or reduce any other rights or remedies which otherwise may be available
to an indemnified party or person described in this paragraph. This section does not pertain to any incident
arising from the sole negligence of Collier County. The foregoing indemnification shall not constitute a
waiver of sovereign immunity beyond the limits set forth in section 768.28, Florida Statutes.
_______ (Please, initial to verify your compliance with required Indemnification language)
Page 41 of 178
Page 7 of 12
Collier County Sports Tourism Event Funding Application
Funding Eligibility
Sports Tourism events supported in part by Tourist Development Tax (TDT) funds should promote future
overnight visitors to the designation or have a history of attracting overnight visitors who utilize hotels
and lodging in Collier County over multiple days throughout the duration of the event.
Funding for Sports Tourism events are required to comply with Section 125.0104, Fla. Stat., which states:
“To promote and advertise tourism in this state and nationally, and internationally, however, if tax
revenues area expended for an activity, service, venue, or event, the activity, service, venue, or event
shall have as one of its main purposes the attraction of tourists as evidenced by the promotion of the
activity, service, venue, or event to tourists.”
The following criteria are required for TDT funding support:
Funding Eligibility
1.Fully completed Application must be received 90 days prior to the first day of the event.
2.All applications must be submitted online or via email. No handwritten Applications will be accepted.
3.Event must be more than (1) day in duration.
4.Event must generate a minimum (250) or more room nights within Collier County.
5.Events with national television exposure may be considered for additional funding reimbursement.
6.Event must have a history of attracting significant out-of-county visitors and/or the potential to
attract out-of-county visitors. Collier County reserves the right to request proof of room nights,
host, and/or hotel references from previous events.
7.Must comply with all Collier County guidelines, rules, safety protocols, and laws.
Pre-Event Requirements
1.Applicant must provide proof of insurance coverage as required by Collier County at least 15 days prior to
the =first date of the event.
2.Collier County hotels and lodging must be the primary event accommodations. Collier County hotel or
other Collier County paid lodging accommodations must be advertised to participants and spectators
prior to the event, on the event website and/or via email blasts.
3.Must provide documentation of marketing promotions outside of Collier County for the event
that will attract overnight visitors and spectators to Collier County. Naples, Marco Island,
Everglades Convention and Visitors Bureau logo and/or website (sportsinparadise.com) must
be used in all marketing and/or promotional items as it relates to the event.
Page 42 of 178
Page 8 of 12
Post-Event Requirements
1.Events that exceed the estimated room nights will receive the maximum amount of
reimbursement previously approved. A higher production of room nights than projected will
not qualify for additional refund amount but will be considered as part of future funding
requests.
2.All expenses (i.e. facility rental) will be paid on a reimbursement basis. The event organizer is
responsible for all expenses associated with the event and must provide an invoice from all
entities that charged the event organizer for said expenses. Event organizers are subject to
Collier County Finance audit prior to payment.
3.Proof of payment (i.e. front and back of cleared check, or credit card receipts and statements
will be used as proof of payment, proofs of advertisement, radio scripts, etc.) must be
accompanied by an invoice from the entity charging the event organizer for each expense as
proof of performance, proof of room night pick-up reports, and an invoice to the CVB for the
amount of reimbursement based on actual expenses and room night production. Only the
items approved by the Collier County Board of Commissioners on the event application are
eligible to be reimbursed.
4.Room night pick-up must be tracked and reported with the submission of a post-event report
to Collier County within (10) calendar days after the last day of the event to remain eligible for
funding reimbursement.
5.The event must achieve a minimum of 250 room nights within Collier County to receive funding
reimbursement. If the room nights generated from the event within Collier County are less than
250 room nights, then the event will not receive event expenses reimbursement.
Allowable Expenses
1.Promotional, marketing, and advertising expenses in target markets outside of Collier County.
2.Field rental fees, site rental fees, contracted labor to assist with event (i.e. set-up, breakdown,
operational assistance), official/referee fees, equipment rental (i.e. golf carts). Please note, any
facility rental, equipment or third-party rental and/or vendor will need to be procured and
rented by the event organizer. Event organizers may request reimbursement for such
expenses. The Naples, Marco Island, Everglades Convention and Visitors Bureau will not honor
reimbursement of any rental or vendor directly affiliated with the event organizer. In certain
instances, the BCC may agree to pay an internal Collier County entity directly (i.e. Collier County
Sheriff, EMS Naples Police Department, Collier County Parks and Recreation etc.).
3.Sanctioning and/or bid fees directly related to the event
Non-Allowable Expenses
1.Food, Beverages, Refreshments.
2.Administrative or general expenses. (i.e. office supplies, copies etc.)
3.Building projects or permanent equipment expenses.
4.Fundraising cost and/or functions. Prize money or purses.
5.Expenses and debts not related to event.
Page 43 of 178
Page 9 of 12
Review Process by Tourism Division, Tourist Development Council (TDC) and Board of County Commissioners
(BCC)
1.Applications will be reviewed to evaluate the impact of the event to Collier County.
2.All proposed funding must be recommended by the Collier County Tourist Development
Council and the Collier County Board of Commissioners. Expenses will not be reimbursed
unless all elements of the Event Application are strictly adhered to.
Event Summary
How many years has this event been held?
What previous locations have hosted this event?
How many participants does this event host historically?
How many room nights has this event attracted historically?
How many spectators has this event attracted historically?
Please, provide a breakdown of the projected number of participants, team, staff, and media and related hotel
room nights for each category.
Out- of- Area Youth Participants Local Youth Participants
Out-of-Area Adult Participants Local Adult Participants
Out-of-Area Staff & Media Local Staff & Media
Gender of Participants Number of Teams
Age Ranges of Participants Total Projected Room Nights
All events seeking CVB funding must be sanctioned in advance by a governing body in Florida or by a
National governing body. Documentation of sanctioning must accompany the application. (Ex: COI
through governing body for documentation.)
Which organization will be sanctioning this event?
How will you be securing Collier County hotel accommodations? If you are contracting with a housing
company, please list below.
Page 44 of 178
Page 10 of 12
Marketing Plan
Please, describe in detail the marketing outlets that will be used to promote this event to participants,
visitors, and entities outside of Collier County. Please note, Media Plans must be submitted at the time
of application and can be emended up to 60 days prior to the first day of the event with the
application.
PROJECTED EVENT EXPENSES:
Please refer to the allowable and non-allowable expenses on page 8 of this document to indicate the
intended use of Tourist Development Tax (TDT) Funds below. Please, provide (1) item per line. If an
item is not outlined below, it will not be considered for funding reimbursement. Allowable expenses
will be reimbursed up to the amount approved by the BCC if room night projection is met or exceeded.
Allowable Expense Amount
Total Amount Requested:
OTHER EVENT EXPENSES NOT REIMBURSABLE:
__________________________ ____
______________________ ________
______________________ ________
_____ _________________________
Post-Event Material Deadline Policy
Post-event forms and proof of room nights in Collier County must be submitted within (10) calendar days
from the last day of the event. Failure to submit the proper documentation provided by Collier County,
may result in forfeiture of County approved funding reimbursement and/or future event dates.
(Please, initial to verify your compliance with the Post-Event Material Deadline Policy)
Page 45 of 178
Page 11 of 12
Evaluation of Event for Future Dates Policy
Upon submission of the post-event and room night materials, Collier County will evaluate the impact of
the event in Collier County based on the deliverables outlined by the event organizer in the funding
application. Collier County will determine based on said evaluation, the extent of which Collier County
will be involved with the event in future years, in terms of event dates and funding. If an event fails to
meet the assured impact to Collier County, Collier County reserves the right to cancel future requested
and/or approved dates. In addition, if there are any activities, violations, or infractions (i.e. altercations,
law enforcement/security detail required, violation of park regulations, county laws, etc.) that are
deemed unfavorable to Collier County, Collier County reserves the right to cancel future requested and/or
approved dates.
(Please, initial to verify your compliance with the Evaluation of Event for Future Dates Policy)
Hotel & Room Night Guidelines Policy
Event organizers are required to provide actual room night pick-up reports from hotels, which housed
event patrons in Collier County to Collier County staff within (10) calendar days of the last day of the
event. These reports must come from hotel representatives and be printed on official hotel stationery
Written emails, excel sheets etc., will not be accepted as valid proof of room nights). In the event a third-
party booking agency is used; the same procedure as above applies. Third-party booking agencies must
also verify in writing, the accuracy of the reports. Room nights that are not accounted for on pick-up
reports as outlined above, will not be considered for inclusion into the room night total for the event.
(Please, initial to verify your compliance with the Hotel & Room Night Guidelines Policy)
Compliance
I hereby certify that the information contained in this application is true and correct to the best of my
knowledge and that I have read the Policies and Procedures outlined in the Collier County Sports
Tourism Event Funding Application. I will abide by all legal, financial, and reporting requirements as a
condition of receiving funds from Collier County.
(Please, initial to verify your compliance)
Page 46 of 178
Page 12 of 12
Collier County Use Only
Rental Fees and Charges
Approved facility:
Number of fields approved:
Field type:
Venue Rental Cost (including load-in dates):
Additional Rental Cost (i.e. stage, tables, etc.):
Total Cost:
Expenses to be reimbursed by Tourist Development Tax funds:
Expenses to be paid by Event Organization:
Event Director Collier County/CVB Representative
Printed Name: Printed Name:
Title: Title:
Signature: Signature:
Date: Date:
Parks & Recreation Representative
Printed Name:
Title:
Signature:
Date:
Applications must be sent electronically to be
eligible for review.
Please send application via email to:
Tom Albrecht
Naples, Marco Island, Everglades Convention
and Visitors Bureau
239-252-2402
Tom.Albrecht@collier.gov
Page 47 of 178
3/17/2026
Item # 9.B
ID# 2026-560
Executive Summary
To make a recommendation to the Board of County Commissioners on two appointments to the Tourist Development
Council for four-year terms, expiring on April 21, 2030, subject to confirmation by the Board of County Commissioners,
and make a finding that this activity promotes tourism.
OBJECTIVE: To review applications for appointments to upcoming vacancies on the Tourist Development Council
(TDC) and make a recommendation to the Board of County Commissioners (BCC).
CONSIDERATIONS: The TDC is a 9-member council created on March 23, 1992, by Ord. No. 92-18 to make
recommendations to the Board of County Commissioners regarding a proposed plan of uses for tourist development tax
revenues, for the effective operation of the special projects or uses of the tourist development tax revenues, and to
review all expenditures of revenues from the tourist development tax funds. Membership consists of a member of the
BCC, three (3) owner/operators (bed tax collectors), three (3) non-owner operators involving tourism-related activities,
and two (2) elected municipal officials. Terms are four years. A list of the current membership is included in the
backup.
Two (2) seats on the TDC will expire on April 21, 2026, including one (1) owner/operator and one (1) non-owner
operator/tourism position. The pending vacancies were advertised, and the following applications were received and
meet the qualifications.
APPLICANT CATEGORY DISTRICT VOTER
Michael Lamey, Jr. Owner/Operator 1 Yes
Susan Becker* Non-Owner Operator /Tourism Related 4 Yes
Evan Todd Kuperman Non-Owner Operator /Tourism Related 1 Yes
Jane Margulies Non-Owner Operator /Tourism Related 1 Yes
*Current TDC Board Member
Ms. Susan Becker is currently on the TDC. During her tenure over the last two years, Ms. Becker had one (1) excused
absence and meets the attendance requirement.
Staff requests that the TDC make a recommendation for each open position. The committee’s recommendation will be
forwarded to the Board of County Commissioners for confirmation.
FISCAL IMPACT: There is no fiscal impact associated with this action.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote for approval. –
CMG
RECOMMENDATIONS: To make a recommendation to the Board of County Commissioners on two appointments to
the Tourist Development Council for four-year terms, expiring on April 21, 2030, subject to confirmation by the Board
of County Commissioners, and make a finding that this activity promotes tourism.
PREPARED BY: Jay Tusa, Director, Tourism, and John Melleky, Arts and Culture Manager, Tourism
Page 48 of 178
3/17/2026
Item # 9.B
ID# 2026-560
ATTACHMENTS:
1. Application Lamey TDC 2.13.26
2. Application Becker TDC 2.20.26
3. Application Kuperman TDC 2.10.26
4. Application Margulies TDC 2.11.26
Page 49 of 178
Advisory Board Application Form
Collier County Government
3299 Tamiami Trail East, Suite 800
Naples, FL 34112
(239) 252-8400
Application was received on: 02/13/2026 09:59:51 AM
Name: MICHAEL AIKENS LAMEY JR
Email Address: Michael.Lamey@Marriott.com
Home Address: 292 Shadowridge Court
City/Zip Code: Marco Island, 34145
Primary Phone: 480-262-2615
Secondary Phone:
Board or Committee: Tourist Development Council
Category (if Applicable):
Place of Employment? JW Marriott Marco Island
Do you or your employer do business with the County? Yes
Explain: JW Marriott Marco Island Beach Resort
How many years have you lived in Collier County? 5-10
Home many months out of the year do you reside in Collier County? I am a year-round
resident
Have you been convicted or found guilty of a criminal offense (any level felony or first
degree misdemeanor only)? No
Would you and/or any organizations with which you are affiliated benefit from decisions or
recommendations made by this advisory board? Yes
Page 50 of 178
If yes, Please Explain: Current employer: JW Marriott Marco Island which operates in the
hospitality/tourism sector. Largest resort and hospitality employer in collier county and
largest business operating in Marco Island.
Are you a registered voter in Collier County? Yes
Do you currently hold an elected office? No
Do you now serve, or have you ever served on a Collier County board or committee? No
Please list your community activities and positions held: Youth Football Coach - NFL Flag
Football - Paradise Coast Sports Complex Volunteer- Harry Chapin Food Bank of
Southwest Florida Volunteer - Watch D.O.G.S. program (Dads of Great Students)
Education: Johnson & Wales University: Bachelor Degree of Food Service Management,
Associate Degree of Culinary Arts
Experience / Background: Dynamic hospitality leader with over 20 years of experience
driving operational excellence, elevating guest satisfaction, and cultivating
high-performing teams within large-scale luxury resort environments. Recognized for
creating positive, engaging workplace cultures that inspire strong performance and service
innovation. Proven track record of delivering exceptional financial results through strategic
human-capital planning, operational excellence, and guest-focused experience design.
Passionate about crafting authentic, memorable experiences that enhance brand loyalty
and strengthen market position.
Page 51 of 178
Board of County Commissioners
3299 East Tamiami Tiail, Suite E00 Naples, FL34ll2
(239) 252-8400
Application for Advisory Committees/Boards
Name: Susan B€cker
E-Mail Addrcss:
smmsbecker@gmriLcom
Primary Phone:_239-293-8933_ Secondary Phone:_2 39-26t-7708
Board or Commitlee Applied for:
Touristl)evelop menCouncil
Category (if appl icable):_
board member Example:
Comnission DMria, Developer, envinnmEnlolM, la! petson, etc
How long have you lived in Collier Coutrty: _over 25 yeon_
How mrtry months out of the year do you reside in Collier County: _12_
Ilave you ever been convicted or found guilty ofa criminal offensc (any level felony or first degrce misdemeanor
only)? Yes _ No _X_ If yes, explain:
Phc€ of Employment:_
_Neapolitan Enterprises_
Manager of
Tourist Information Booth
Do you or your employer do business with the County? Yes _ No _X_ If yes, explain:
Ilome Address:
_371 116 Avenue South
Naples, FL Zip Code:_34102-
Page 52 of 178
Would you and.ior any organizations with which you are alliliated benefit from decisions or recommendations
made by this advisory board? Yes_No_X_If yes, explain:
NOTE: All advisory board memberc masl update theh proJile and notily the Board ofCoung Commissioners in the
eeent that theb rclationship changes rclating lo membenhips of organizations thdl may beneftl them in the outcome
of udvbory hoard reco mcndations ot they entet inlo contructs b,ith the Coun$.
Are you a registered vot€r in Collier County: Yes _X_ No _
Do you currently hold public ollice? Yes _ No _X_If so, what is thrt oIlice?
Do you now serve, or have you ever served, on a Collier County board or committee? Yes _X_ No _
If yes, pleas€ list the committecs/boards:
TDC
Please list your community activiti€s (civic clubs, neighborhood associrtions, etc. and positions held:
_Southwest Florida Concierge Association, SKAL, Third Street Merchrnts Association, Old Naples
Association, Friends ofthe CC Library Naples Sailing and Yacht Club, Conservancy ofSouthwest Florida,
Naples Cruise Club, American Associrtion of University Women: various lesdership positions in all
_Pmfessor of English at Illinois Central College; honoree ofGreat Teochers; public speaker and presenter at
national conferencesi consultant Educational Testing S€rvices; editor/writer/reviewer for professional
publications; facilitator of discussion groups; event coordinrtor-bookings, contracts, perl'ormances.
Page 53 of 178
fall.
"od rpring.
Pertinent Informstion: I live and work near The Naples Pier, in the heort of the Naples historic district. Thus
I am in daily contact with tourisb on a face-to-face-basis. I have over twetrty ye{rs erpcrience_and lind myself
assisting our visitors not only in the tourist booth but also on the street twelve months a yearr_summer, whter,
Please attach any additional information you feel pertiDent
Thk application should be Io ,arded to -Adr Board n-in e,\t ions llicrcounttfl or by mall or in petson tol
Adisory Board Coordinator, 3299 Eqsl Tamiant bail, Suite llE00, Nogles, FL31ll2. Thank lou lot your lnleresl in sening lhe
citizens of Collier Counly.
Page 54 of 178
Advisory Board Application Form
Collier County Government
3299 Tamiami Trail East, Suite 800
Naples, FL 34112
(239) 252-8400
Application was received on: 02/10/2026 09:43:36 PM
Name: Evan Todd Kuperman
Email Address: evan@sanddollarboattours.com
Home Address: 621 S Barfield Drive
City/Zip Code: Marco Island, 34145
Primary Phone: 845-721-2592
Secondary Phone: 845-721-2592
Board or Committee: Tourist Development Council
Category (if Applicable): owner/operator seat
Place of Employment? Island Shelling Dolphin and Fishing Adventures LLC
Do you or your employer do business with the County? Yes
Explain: I own a business in the County
How many years have you lived in Collier County? 4-5
Home many months out of the year do you reside in Collier County? I am a year-round
resident
Have you been convicted or found guilty of a criminal offense (any level felony or first
degree misdemeanor only)? No
Would you and/or any organizations with which you are affiliated benefit from decisions or
recommendations made by this advisory board? Yes
If yes, Please Explain: All tourism decisions help the businesses involved in tourism, and as
far as the seat of Owner/Operator, that is exactly what you are asking for.
Page 55 of 178
Are you a registered voter in Collier County? Yes
Do you currently hold an elected office? No
Do you now serve, or have you ever served on a Collier County board or committee? No
Please list your community activities and positions held: I previously held village trustee
position, elected in NY along with board of JCC of Rockland, NY, Boy Scouts Asst
Scoutmaster, Volunteer ambulance corps, among others.
Education: BSBA in Finance from University of Arizona Florida Master Naturalist from FSU
Experience / Background: Owned and operated a Toyota Dealership, along with
philanthropy and elected positions in NY. Now own Island Shelling Dolphin and Fishing
Adventures, AKA Sand Dollar Shelling, AKA Sand Dollar Boat Tours, AKA Naples Bay Water
Shuttle. Currently operating 9 boats from 4 locations including Naples City Dock and
Goodland Boat Ramp, along with privately held slips a Naples Bay Resort and Marina, and
San Marco Marina. We are the second largest, charter boat company in collier based on
captained vessels owned and operated. Additionally, I am a Master Captain licensed by
the USCG Mercahnt Marines. I have a long list of other activities and am happy to supply a
detailed list or bio. My linked in also covers the extent of my experience.
https://www.linkedin.com/in/evankuperman
Page 56 of 178
Advisory Board Application Form
Collier County Government
3299 Tamiami Trail East, Suite 800
Naples, FL 34112
(239) 252-8400
Application was received on: 02/11/2026 06:17:23 PM
Name: Jane Margulies
Email Address: jane@theteamgroup.com
Home Address: 7663 Winding Cypress Drive
City/Zip Code: Naples, 34114
Primary Phone: 973-301-0720
Secondary Phone: 973-216-1195
Board or Committee: Tourist Development Council
Category (if Applicable):
Place of Employment? Global TEAM Associates, LLC dba The TEAM Group, LLC
Do you or your employer do business with the County? No
How many years have you lived in Collier County? 4-5
Home many months out of the year do you reside in Collier County? I am a year-round
resident
Have you been convicted or found guilty of a criminal offense (any level felony or first
degree misdemeanor only)? No
Would you and/or any organizations with which you are affiliated benefit from decisions or
recommendations made by this advisory board? No
Are you a registered voter in Collier County? Yes
Page 57 of 178
Do you currently hold an elected office? No
Do you now serve, or have you ever served on a Collier County board or committee? No
Please list your community activities and positions held: Florham Park Nj Chairperson
Borough Planning Board Jan 2008 - July 2021 Winding Cypress Compliance Committee
Chairperson 2022-2024
Education: St John's University BS in Accounting and Economics NYU Stern School of
Business MBA
Experience / Background: SUMMARY A creative, high-energy agency executive with a
hospitality and consumer packaged goods background with a strong bottom line
orientation. Consistent record of sales and profit achievement. Expertise in: Consumer
promotions Targeted Marketing Sponsorships Incentive Programs Strategic Alliances
Meeting Planning Sports & Entertainment Marketing Client Service PROFESSIONAL
EXPERIENCE THE TEAM GROUP – Naples, Florida 2003 - Present President - Founding
Partner Formed own agency in 2003 ~ Travel Events And Motivation (T.E.A.M.). T.E.AM. is an
agency specializing in travel promotions, incentives, meeting planning, sweepstakes
administration, and corporate events. • Developed a comprehensive business plan for the
agency including market analysis, competitive environment, marketing and sales strategy,
goals and objectives, projected sales, and profit potential. • Responsible for all financial,
and administrative functions within the organization along with sales, account
management, and execution of all programs for cable television and entertainment clients.
• Work with Fortune 100 companies on strategic marketing plans and promotional
concepts and manage them through to final execution and program analysis. • Consistent
sales growth RPMC, Inc. - Florham Park, New Jersey 1995-2003 Senior Vice President,
Eastern Sales Office Established, managed and continued to grow the first US satellite
office for the California-based sports and entertainment marketing and promotion agency.
Achieved record year-one sales gains with in excess of $1 million of new business and have
continued to grow at a rate of over 50% each year. RECKITT & COLMAN INC., Wayne, New
Jersey 1990-1995 Group Manager-Marketing Services 1994-1995 Managed a team of five
marketing services managers. Responsible for over $50 million in consumer promotion
spending. Managed agency/brand relationships. • Developed $3 million French's
Mustard/USA Baseball Olympic sponsorship program including: public relations, regional
and account-specific marketing, and hospitality. • Created and executed French's
Worcestershire Sauce partnership with the Beef Industry Council leading to quarterly
promotions, creative cost savings over $.5 million and implied endorsement of the
Council. • Initiated and nurtured air freshener and rug cleaner and deodorizer alliance with
Ralston Purina pet food brands creating low cost, strategically targeted annual
promotions. • Coordinated first public relations programs for RedHot Cayenne Pepper
Sauce, Vanilla Impressions air freshener line, MR. BUBBLE, Neutra Air and Stick Ups air
fresheners netting impressions in excess of 70 million each. • Developed and executed 40
market promotional radio campaign for RedHot Cayenne Pepper Sauce increasing sales in
Page 58 of 178
targeted markets up to 50% versus previous year and 12% nationally while maintaining
growth for over four months. Jane A. Margulies Page 2 Group Manager-Regional Marketing
Brands 1993-1994 Managed group of brand teams responsible for $150 million in regional
food, household and hardware brands, successfully growing all brands. Chairperson of
corporate marketing recruitment program. • Developed and analyzed strategic arenas for
French's Worcestershire Sauce and Chore Boy sponges creating regional marketing plans
with consistent growth of 20% and 8%, respectively. • Developed and executed first
Hispanic account specific marketing plan and television campaign for Lavender Sachet
increasing brand sales 44%. • Developed and executed first Black television advertising for
RedHot Cayenne Pepper Sauce with sales growth in excess of 50% in targeted markets
increasing advertising budget in year two. • Participated in project team to "spin off"
Harvest brands into a separate multi-functional division increasing sales and product
contribution 10% in year one while maintaining key trademark values. Senior Category
Manager 1990-1993 Managed brand teams in health and beauty care, air freshener and
new product categorie
Page 59 of 178
January 2026 Monthly Visitor Dashboard
Page 60 of 178
TABLE OF CONTENTS
1)Monthly Highlights: pg. 3 -7
2)Monthly Executive Summary: pgs. 8 -14
3)Monthly Destination Comparisons : pgs. 15 -21
4)Industry Data: pgs. 22 -28
PARADISECOAST.COM2Page 61 of 178
1
MONTHLY
HIGHLIGHTS
Page 62 of 178
January 2026 | TOURISM METRICS
4 PARADISECOAST.COM
Metric January 2025 January 2026 Percent Change
Visitors 286,800 307,800 + 7.3%
Visitor Days 1,915,800 2,173,100 + 13.4%
Direct Spending $324,649,100 $356,544,900 + 9.8%
Room Nights 276,100 281,800 + 2.1%
Occupancy 66.2%65.0%- 1.8%
Average Daily Rate $485.57 $499.32 + 2.8%
RevPAR $321.45 $324.56 + 1.0%
Page 63 of 178
PARADISECOAST.COM
5
JANUARY 2026 | VISITOR ORIGIN REGIONS
16.1%
11.3%
25.0%
27.7%
3.4%
16.5%
Florida
49,600
Southeast
34,800
Northeast
76,900
Midwest
85,300
West
10,500
International
50,700
January 2025 January 2026 Percent Change (±Δ%)
Region # Visitors % Share # Visitors % Share # Visitors % Share
Domestic 232,400 81.0%257,100 83.5%+ 10.6%+ 3.0%
Florida 46,900 16.3%49,600 16.1%+ 5.8%- 1.5%
Southeast 31,700 11.1%34,800 11.3%+ 9.8%+ 2.2%
Northeast 64,300 22.4%76,900 25.0%+ 19.6%+ 11.5%
Midwest 79,600 27.8%85,300 27.7%+ 7.2%- 0.2%
West 9,900 3.4%10,500 3.4%+ 6.1%- 1.5%
International 54,400 19.0%50,700 16.5%- 6.8%- 13.0%
Canada 20,700 7.2%17,500 5.7%- 15.5%- 21.0%
Europe 23,800 8.3%23,700 7.7%- 0.4%- 7.2%
C/S America 5,700 2.0%5,500 1.8%- 3.5%- 9.4%
Other 4,200 1.5%4,000 1.3%- 4.8%- 11.2%
Total 286,800 100.0%307,800 100.0%+ 7.3%
Page 64 of 178
January 2026 | HIGHLIGHTS & AREAS OF CONCERN
6
Highlights
•Visitation increased 7.3 % from January 2025 .
•Direct Spending increased 9.8 % from January 2025 .
•Hotel Industry Trends in January 2026 in Collier County:
•Leisure Demand increased 6 .6 % year -over -year .
•Hotel Average Daily Rate (ADR) was $381.38, a 5.2% increase year -over -year.
•Hotel Occupancy was 6 8 .9 %, a 1.6 % decrease year -over -year.
•Hotel Room Supply was up 1.5 % from January 2025 .
•International Visitation in January 2026 again saw a noticeable uptick from previous months, although still
down 6 .8 % year -over -year.
PARADISECOAST.COM
Page 65 of 178
PARADISECOAST.COM
7
3 -MONTH FORECAST 1 | FEBRUARY - APRIL
25%
20%
55%
45%
15%
40%
Up Down The same
January-25 January-26
Looking ahead to the next three months, are your property’s reservations generally up,
down, or the same compared to this time last year?
1 Source: Data provided by Collier County hotel and vacation rental partners who respond to
DSG’s Monthly Occupancy Survey.
Disclaimer: This forecast is based on three -month forward -looking expectations provided by
a sample of accommodation partners. Actual lodging performance has historically differed
from these projections.Page 66 of 178
2
EXECUTIVE
MONTHLY
SUMMARY
Page 67 of 178
PARADISECOAST.COM
1.92M
2.17M
9
JANUARY 2026 | VISITATION & ROOM NIGHTS
287k 276k
308k
282k
January-25 January-26
VISITORS
307,8 00
ROOM NIGHTS
281,8 00
+ 7.3 % from 2025 + 2.1% from 2025
VISITOR DAYS
2,173,100
+ 13.4 % from 2025
Page 68 of 178
PARADISECOAST.COM
10
JANUARY 2026 | DIRECT SPENDING
$325M
$357M
January-25 January-26
DIRECT SPENDING
$356,544,9 00
+ 9.8 % from 2025
Page 69 of 178
PARADISECOAST.COM
$362.51 $381.38
January-25 January-26
11
JANUARY 2026 | HOTEL LODGING METRICS 1,2
AVERAGE DAILY RATE
$381.3 8
OCCUPANCY RATE
68 .9 %
REVENUE PER AVAILABLE ROOM
$26 2 .89
70.1%68.9%
- 1.6 % from 2025 + 5 .2 % from 2025 + 3 .5 % from 2025
$254.06 $262.89
1 Source: STR data
2 Lodging metrics on this slide are only reflective of the hotels within
Collier County.
Page 70 of 178
PARADISECOAST.COM
$485.57 $499.32
January-25 January-26
+ 2.8 % from 2025
12
JANUARY 2026 | OVERALL LODGING METRICS 1,2
AVERAGE DAILY RATE
$499.32
OCCUPANCY RATE
65.0 %
REVENUE PER AVAILABLE ROOM
$324.56
66.2%65.0%
- 1.8% from 2025 + 1.0% from 2025
$321.45 $324.56
1 Sources: STR data & DSG Occupancy Study data.
2 Overall Lodging Metrics are reflective of paid accommodations as a
whole, including both hotels and vacation rentals within Collier County.
Page 71 of 178
PARADISECOAST.COM
13
JANUARY 2026 | VISITOR ORIGINS
FLORIDA VISITORS
49 ,6 00
OUT -OF -STATE VISITORS
258,2 00
47k
32k
64k
80k
10k
54k
50k
35k
77k
85k
11k
51k
10k
20k
30k
40k
50k
60k
70k
80k
90k
Florida Southeast Northeast Midwest West International
January-25 January-26
Page 72 of 178
PARADISECOAST.COM
14
JANUARY 2026 | PAID OVERNIGHT VISITOR ORIGINS
12%
10%
22%
31%
6%
19%
11%12%
26%
30%
5%
16%
Florida Southeast Northeast Midwest West International
January-25 January-26
Page 73 of 178
15
4a
MONTHLY
DESTINATION
COMPARISONS
Page 74 of 178
PARADISECOAST.COM
16
JANUARY 2026 COMPARISONS | SUPPLY 1
1 Metrics provided by STR.
Hotel Supply (Rooms)Δ % in Supply from January 2025
Total Total
Miami 2,015,589 - 0.6 %
Ft. Lauderdale 1,216,006 + 1.0%
Palm Beach 595,975 - 0.7%
Ft. Myers 406,999 + 6.7%
Sarasota 387,655 - 1.1%
Florida Keys 332,382 0.0%
St. Petersburg 330,491 + 4.8 %
Clearwater 286,750 + 4.1%
Naples 267,871 + 1.5%
Page 75 of 178
PARADISECOAST.COM
17
JANUARY 2026 COMPARISONS | DEMAND 1
Hotel Demand (Rooms)Δ % in Demand from January 2025
Transient 2 Group 3 Contract 4 Total Transient 2 Group 3 Contract 4 Total
Miami 1,210,912 323,927 115,813 1,650,652 + 1.6%+ 3.7%+ 10.4%+ 2.6 %
Ft. Lauderdale 742,253 203,388 27,736 973,378 + 8.8 %+ 8.8 %+ 5.1%+ 8.7%
Palm Beach 331,241 131,057 10,867 473,166 + 0.6 %+ 9.6 %+ 18.7%+ 3.3 %
Ft. Myers 199,890 51,086 21,744 272,720 + 7.8%- 7.7%+ 15.5%+ 5.0 %
Florida Keys 225,191 40,379 1,271 266,841 + 5.2 %- 3.3 %+ 65.2 %+ 4.0 %
Sarasota 195,092 63,032 6,015 264,139 - 5.4 %- 8.8 %- 34.1%- 7.1%
St. Petersburg 149,775 58,122 2,153 210,050 - 14.6%- 18.0%- 63.4 %- 16.7%
Naples 126,390 58,236 21 184,648 + 6.6 %- 12.1%- 79.2 %- 0.1%
Clearwater 115,031 63,870 0 178,901 - 17.5%- 15.9%-- 17.0%
1 Metrics provided by STR.
2 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 block of rooms committed at stipulated contract rates for an extended period longer th an 30
days, with payment guaranteed regardless of use, such as for airline crews and long -term guests.
Page 76 of 178
PARADISECOAST.COM
18
JANUARY 2026 COMPARISONS | OCCUPANCY 1
Hotel Occupancy (%)Δ % in Occupancy from January 2025
Transient 2 Group 3 Contract 4 Total Transient 2 Group 3 Contract 4 Total
Miami 60.1%16.1%5.7%81.9%+ 2.2 %+ 4.4 %+ 11.1%+ 3.2 %
Florida Keys 67.8%12.1%0.4%80.3%+ 5.2 %- 3.3 %+ 65.2 %+ 4.0 %
Ft. Lauderdale 61.0%16.7%2.3%80.0%+ 7.7%+ 7.6%+ 4.1%+ 7.6%
Palm Beach 55.6%22.0%1.8%79.4%+ 1.2%+ 10.3%+ 19.5%+ 4.0 %
Naples 47.2%21.7%0.0%68.9%+ 5.0 %- 13.4%- 79.5 %- 1.6%
Sarasota 50.3%16.3%1.6%68.1%- 6.4 %- 9.8 %- 34.8 %- 8.1%
Ft. Myers 49.1%12.6%5.3%67.0%+ 1.0%- 13.5%+ 8.2 %- 1.6%
St. Petersburg 45.3%17.6%0.7%63.6%- 18.5%- 21.7%- 65.1%- 20.5 %
Clearwater 40.1%22.3%0.0%62.4%- 20.8 %- 19.2%0.0%- 20.2 %
1 Metrics provided by STR.
2 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 block of rooms committed at stipulated contract rates for an extended period longer th an 30
days, with payment guaranteed regardless of use, such as for airline crews and long -term guests.
Page 77 of 178
PARADISECOAST.COM
19
JANUARY 2026 COMPARISONS | REVENUE 1
Hotel Revenue (Millions of Dollars)Δ % in Revenue from January 2025
Transient 2 Group 3 Contract 4 Total Transient 2 Group 3 Contract 4 Total
Miami $359.97 $98.91 $16.24 $475.12 + 16.5%+ 12.1%+ 8.1%+ 15.2%
Ft. Lauderdale $159.79 $52.52 $4.87 $217.18 + 18.7%+ 10.2%+ 10.9%+ 16.3%
Palm Beach $116.93 $42.35 $1.92 $161.20 + 13.4%+ 8.3 %+ 31.7%+ 12.2%
Florida Keys $97.61 $16.54 $0.43 $114.58 + 18.3%+ 5.4 %+ 69.4 %+ 16.4%
Naples $49.64 $20.78 $0.00 $70.42 + 16.2%- 14.4%- 87.6%+ 5.0 %
Sarasota $41.94 $13.76 $0.99 $56.68 - 4.2 %- 10.4%- 39.1%- 6.7%
Ft. Myers $35.52 $10.52 $3.97 $50.00 + 4.8 %- 8.6 %+ 11.2%+ 2.1%
St. Petersburg $25.08 $10.57 $0.23 $35.88 - 21.6%- 20.8 %- 69.8 %- 22.2 %
Clearwater $20.44 $13.27 $0.00 $33.71 - 18.2%- 15.3%-- 17.1%
1 Metrics provided by STR.
2 Transient bookings include rooms sold to individuals or groups occupying less than 10 rooms per night.
3 Group bookings include bookings of 10 rooms or more per night, sold pursuant to a signed agreement.
4 Contract bookings include a consistent block of rooms committed at stipulated contract rates for an extended period longer th an 30
days, with payment guaranteed regardless of use, such as for airline crews and long -term guests.
Page 78 of 178
PARADISECOAST.COM
20
JANUARY 2026 COMPARISONS | DAILY RATE 1
Hotel Average Daily Rate ($)Δ % in ADR from January 2025
Transient 2 Group 3 Contract 4 Total Transient 2 Group 3 Contract 4 Total
Florida Keys $433.46 $409.56 $336.14 $429.38 + 12.5%+ 9.0 %+ 2.5 %+ 11.9%
Naples $392.78 $356.74 $139.26 $381.38 + 9.0 %- 2.7%- 40.3 %+ 5.2 %
Palm Beach $353.01 $323.11 $176.52 $340.67 + 12.7%- 1.2%+ 11.0%+ 8.6 %
Miami $297.27 $305.33 $140.23 $287.84 + 14.7%+ 8.1%- 2.1%+ 12.4%
Ft. Lauderdale $215.28 $258.21 $175.45 $223.11 + 9.1%+ 1.3%+ 5.4 %+ 7.1%
Sarasota $214.97 $218.26 $164.16 $214.60 + 1.2%- 1.7%- 7.6%+ 0.5 %
Clearwater $177.70 $207.75 $0.00 $188.42 - 0.8 %+ 0.7%0.0%- 0.2 %
Ft. Myers $177.68 $205.96 $182.36 $183.35 - 2.7%- 1.0%- 3.7%- 2.8 %
St. Petersburg $167.46 $181.85 $108.96 $170.84 - 8.2 %- 3.5 %- 17.4%- 6.6 %
1 Metrics provided by STR.
2 Transient bookings include rooms sold to individuals or groups occupying less than 10 rooms per night.
3 Group bookings include bookings of 10 rooms or more per night, sold pursuant to a signed agreement.
4 Contract bookings include a consistent block of rooms committed at stipulated contract rates for an extended period longer th an 30
days, with payment guaranteed regardless of use, such as for airline crews and long -term guests.
Page 79 of 178
PARADISECOAST.COM
21
JANUARY 2026 COMPARISONS | REVPAR
Hotel Revenue Per Available Room ($)Δ % in RevPAR from January 2025
Transient 2 Group 3 Contract 4 Total Transient 2 Group 3 Contract 4 Total
Florida Keys $293.67 $49.75 $1.29 $344.71 + 18.3%+ 5.4 %+ 69.3 %+ 16.4%
Palm Beach $196.20 $71.05 $3.22 $270.47 + 14.2%+ 9.0 %+ 32.6 %+ 12.9%
Naples $185.33 $77.56 $0.01 $262.89 + 14.4%- 15.7%- 87.8%+ 3.5 %
Miami $178.59 $49.07 $8.06 $235.72 + 17.2%+ 12.8%+ 8.8 %+ 16.0%
Ft. Lauderdale $131.41 $43.19 $4.00 $178.60 + 17.5%+ 9.1%+ 9.7%+ 15.1%
Sarasota $108.19 $35.49 $2.55 $146.22 - 5.2 %- 11.3%- 39.8 %- 7.7%
Ft. Myers $87.26 $25.85 $9.74 $122.86 - 1.8%- 14.4%+ 4.2 %- 4.3 %
Clearwater $71.28 $46.27 $0.00 $117.56 - 21.4%- 18.6%0.0%- 20.3 %
St. Petersburg $75.89 $31.98 $0.71 $108.58 - 25.2 %- 24.4 %- 71.2%- 25.7 %
1 Metrics provided by STR.
2 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 block of rooms committed at stipulated contract rates for an extended period longer th an 30
days, with payment guaranteed regardless of use, such as for airline crews and long -term guests.
Page 80 of 178
2
2
5
INDUSTRY
DATA
Page 81 of 178
PARADISECOAST.COM
23
INDUSTRY DATA | CURRENT EMPLOYMENT
October November December January February March April May June July August September
FY24 29,600 32,100 33,200 34,000 34,500 34,800 34,700 33,400 30,800 29,900 29,700 29,300
FY25 29,600 31,500 32,200 32,300 32,500 32,600 32,400 31,400 29,600 29,200 29,000 28,300
FY26 29,500 31,000 31,600 (P)
27,000
28,000
29,000
30,000
31,000
32,000
33,000
34,000
35,000
36,000
Monthly Direct Leisure & Hospitality EmploymentCollier County Direct Leisure and Hospitality Employment 1
1 SOURCE: Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector, not seasonally adjusted.
(P) Preliminary.
Page 82 of 178
PARADISECOAST.COM
24
INDUSTRY DATA | RSW TOTAL PASSENGER TRAFFIC
October November December January February March April May June July August September
FY24 737,527 953,025 1,094,783 1,108,190 1,223,761 1,509,777 1,133,256 843,270 696,867 677,137 614,531 523,004
FY25 657,488 919,108 1,121,793 1,067,794 1,173,638 1,463,628 1,178,980 834,862 698,573 720,973 647,917 550,259
FY26 774,689 940,689 1,102,456 1,063,645
350,000
550,000
750,000
950,000
1,150,000
1,350,000
1,550,000
1,750,000
RSW Total Passenger TrafficSouthwest Florida International Airport (RSW) Total Passenger Traffic 1
1 SOURCE: Lee County Port Authority Monthly Statistics.
Page 83 of 178
PARADISECOAST.COM
25
INDUSTRY DATA | RSW INFLOW (DEPLANEMENTS)
October November December January February March April May June July August September
FY24 388,153 479,404 567,439 542,929 628,786 759,836 514,166 401,868 343,614 336,069 303,982 264,625
FY25 356,316 463,688 596,290 526,231 601,672 722,642 549,572 389,793 345,133 359,761 319,590 277,820
FY26 413,639 475,420 586,707 524,451
150,000
250,000
350,000
450,000
550,000
650,000
750,000
850,000
RSW DeplanementsSouthwest Florida International Airport (RSW) Deplanements 1
1 SOURCE: Lee County Port Authority Monthly Statistics.
Page 84 of 178
PARADISECOAST.COM
26
INDUSTRY DATA | RSW OUTFLOW (ENPLANEMENTS)
October November December January February March April May June July August September
FY24 349,374 301,172 455,420 565,261 594,975 749,941 619,090 441,402 353,253 341,068 310,549 258,379
FY25 301,172 455,420 525,503 541,563 571,966 740,986 629,408 445,069 353,440 361,212 328,327 272,439
FY26 361,050 465,269 515,749 539,194
150,000
250,000
350,000
450,000
550,000
650,000
750,000
850,000
RSW EnplanementsSouthwest Florida International Airport (RSW) Enplanements 1
1 SOURCE: Lee County Port Authority Monthly Statistics.
Page 85 of 178
PARADISECOAST.COM
27
INDUSTRY DATA | LAST 12 MONTHS RSW INFLOW VS. OUTFLOW
February March April May June July August September October November December January
INFLOW 601,672 722,642 549,572 389,793 345,133 359,761 319,590 277,820 413,639 475,420 586,707 524,451
OUTFLOW 571,966 740,986 629,408 445,069 353,440 361,212 328,327 272,439 361,050 465,269 515,749 539,194
250,000
300,000
350,000
400,000
450,000
500,000
550,000
600,000
650,000
700,000
750,000
Southwest Florida International Airport (RSW) Inflow (Deplanements) vs. Outflow (Enplanements)1
1 SOURCE: Lee County Port Authority Monthly Statistics.
Page 86 of 178
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28
INDUSTRY DATA | LICENSED RENTAL UNITS
Licensed Transient Rental Units as of February 1st , 2026 1
Hotel Motel Vacation Rental Total
Naples 5,473 1,256 3,351 10,080
Marco Island 1,275 121 2,093 3,489
Immokalee 0 70 106 176
Everglades City 38 36 8 82
Goodland 0 0 31 31
Chokoloskee 0 13 1 14
Ave Maria 0 0 3 3
Total 6,786 1,496 5,593 13,875
1 SOURCE: Florida Department of Business & Professional Regulation.
Page 87 of 178
January 2026 Monthly Visitor Dashboard
Page 88 of 178
Januar y 202 6 Monthly Visitor Dashboard
Page 89 of 178
1
MONTHLY
HIGHLIGHTS
Page 90 of 178
January 2026 | TOURISM METRICS
3 PARADISECOAST.COM
Metric January 2025 January 2026 Percent Change
Visitors 286,800 307,800 + 7.3%
Visitor Days 1,915,800 2,173,100 + 13.4%
Direct Spending $324,649,100 $356,544,900 + 9.8%
Room Nights 276,100 281,800 + 2.1%
Occupancy 66.2%65.0%- 1.8%
Average Daily Rate $485.57 $499.32 + 2.8%
RevPAR $321.45 $324.56 + 1.0%
Page 91 of 178
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4
JANUARY 2026 | VISITOR ORIGIN REGIONS
16.1%
11.3%
25.0%
27.7%
3.4%
16.5%
Florida
49,600
Southeast
34,800
Northeast
76,900
Midwest
85,300
West
10,500
International
50,700
January 2025 January 2026 Percent Change (±Δ%)
Region # Visitors % Share # Visitors % Share # Visitors % Share
Domestic 232,400 81.0%257,100 83.5%+ 10.6%+ 3.0%
Florida 46,900 16.3%49,600 16.1%+ 5.8%- 1.5%
Southeast 31,700 11.1%34,800 11.3%+ 9.8%+ 2.2%
Northeast 64,300 22.4%76,900 25.0%+ 19.6%+ 11.5%
Midwest 79,600 27.8%85,300 27.7%+ 7.2%- 0.2%
West 9,900 3.4%10,500 3.4%+ 6.1%- 1.5%
International 54,400 19.0%50,700 16.5%- 6.8%- 13.0%
Canada 20,700 7.2%17,500 5.7%- 15.5%- 21.0%
Europe 23,800 8.3%23,700 7.7%- 0.4%- 7.2%
C/S America 5,700 2.0%5,500 1.8%- 3.5%- 9.4%
Other 4,200 1.5%4,000 1.3%- 4.8%- 11.2%
Total 286,800 100.0%307,800 100.0%+ 7.3%
Page 92 of 178
January 2026 | HIGHLIGHTS & AREAS OF CONCERN
5
Highlights
•Visitation increased 7.3 % from January 2025 .
•Direct Spending increased 9.8 % from January 2025 .
•Hotel Industry Trends in January 2026 in Collier County:
•Leisure Demand increased 6 .6 % year -over -year .
•Hotel Average Daily Rate (ADR) was $381.38, a 5.2% increase year -over -year.
•Hotel Occupancy was 6 8 .9 %, a 1.6 % decrease year -over -year.
•Hotel Room Supply was up 1.5 % from January 2025 .
•International Visitation in January 2026 again saw a noticeable uptick from previous months, although still
down 6 .8 % year -over -year.
PARADISECOAST.COM
Page 93 of 178
PARADISECOAST.COM
6
3 -MONTH FORECAST 1 | FEBRUARY - APRIL
25%
20%
55%
45%
15%
40%
Up Down The same
January-25 January-26
Looking ahead to the next three months, are your property’s reservations generally up,
down, or the same compared to this time last year?
1 Source: Data provided by Collier County hotel and vacation rental partners who respond to
DSG’s Monthly Occupancy Survey.
Disclaimer: This forecast is based on three -month forward -looking expectations provided by
a sample of accommodation partners. Actual lodging performance has historically differed
from these projections.Page 94 of 178
7
Questions?
Contact Info:
Naples, Marco Island, Everglades CVB
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@colliercountyfl.gov
Downs & St. Germain Research
(850) 906-3111 | contact@dsg-research.com
Joseph St. Germain, President
joseph@dsg-research.com
James Brendle, Project Director
james@dsg-research.com
Page 95 of 178
8
THANK YOU
Page 96 of 178
Collier County TDC: March 17, 2026
1 Page 97 of 178
Content Series
2
Our FY26 strategy aligns media investment with seasonal
demand to drive year-round visitation and measurable
performance.
●Increased focus during High Season (Jan–Mar)
●Strategic support in Shoulder Seasons
●Optimized media investment during Low Season
●Layered initiatives: Winter, Spring/Summer, FL Residents,
September Dining, and International markets
This approach ensures we’re in market when it matters most,
driving impact while strengthening the Paradise Coast brand.
FY26 Marketing Campaign Overview
Page 98 of 178
OCT '25 NOV '25 DEC '25 JAN '26 FEB '26 MAR '26 APR '26 MAY '26 JUN '26 JUL '26 AUG '26 SEP '26
SHOULDER SEASON HIGH SEASON SHOULDER SEASON LOW SEASON
SUSTAINING
FALL
WINTER
SPRING/SUMMER
FL RESIDENTS
SEPTEMBER DINING
CANADA
UK + GERMANY
High Impact Medium Impact Low Impact
Marketing Campaigns
c
Page 99 of 178
Winter Campaign
4
●Flight dates:
○ 1/5/2026 - 3/15/2026
●Target Markets:
○Chicago, Detroit, NYC, Minneapolis, Boston, Philadelphia
Philadelphia Takeover Video Boston Takeover
Page 100 of 178
Spring/Summer Campaign
5
●Flight dates:
○4/13/2026 - 8/10/26
●Target Markets:
○Atlanta, Dallas, Miami/Ft. Lauderdale, Tampa/St. Petersburg, NYC,
Chicago, Boston
Afar Magazine Garden & Gun Magazine
Page 101 of 178
Year-Over-Year Campaign Attribution
6
October 1, 2025- January 31, 2026
From people exposed to advertising for fiscal year 2026 campaigns:
Adara Impact shows $870,356 in observed hotel revenue.
Expedia shows $13,016,600 in hotel and vacation rental revenue.
Total Revenue from those exposed to advertising= $13,886,956
Top 5 Origin Markets: NYC, Chicago, Boston, Philadelphia, and Miami
CAMPAIGN ROAS = 23:1 Return on Ad Spend*
*Total revenue and return on ad spend reflect initial reports received through January 31, 2026. Additional data is
forthcoming and will continue to impact these results.
Page 102 of 178
Bringing
Florida’s
Paradise Coast
to Life Through
Storytelling
Content Series
7 Page 103 of 178
Content Series
Wellness Content Series
Wellness in Paradise positions Florida’s Paradise Coast as
the ultimate destination to recharge and rejuvenate
through accommodation and curated wellness
experiences.
Senses Content Series
Immersive content highlighting the destination and its
partners through all five senses, designed for an elevated
audience to inspire engagement and high-value visitor
experiences.
Page 104 of 178
Content Series
Dining Content Series
Dining in Paradise is a culinary initiative that spotlights the
destination’s standout chefs, restaurants, and culinary
talent to inspire visitors and elevate its dining reputation
Golf Content Series
The Golf Project positions Florida’s Paradise Coast as a
premier luxury golf destination by showcasing its standout
courses, signature holes, and distinctive playing
experiences
Content Series
Page 105 of 178
Content Series
Wedding Content Series
Weddings in Paradise showcases premier resorts, signature
spaces, curated experiences, and teams to highlight the
destination’s elevated wedding appeal.
Arts and Culture Content Series
Arts and Culture in Paradise highlights the region’s leading
cultural institutions and the creators behind them to inspire
visitors to engage with its vibrant arts scene.
Content Series
Page 106 of 178
Content Series
11
2026 Content Initiatives — Senses, Wellness, Culinary, Golf, Arts & Culture,
and Weddings — leverage tourism trends and destination-specific visitor
behavior to deliver immersive, personalized, and purpose-driven experiences
that drive engagement and high-value visitor spend.
Key Alignments:
●Culinary Travel: 1 in 5 travelers seek culinary experiences; 60% of luxury
travelers prioritize hotels with standout restaurants, making dining the
second-highest travel spend category. (Hilton, 2025)
●Wellness Travel: 43% of travelers pursue wellness retreats, favoring spa
(83%), meditation (67%), and fitness (42%), highlighting health and
self-care as core trip priorities. (TravelBoom, 2024)
●Experiential & Multi‑Sensory Travel: Search interest for immersive,
locally‑led experiences surged 2,600% in 2026, reflecting a shift toward
travel that engages all senses and creates lasting emotional
connection. (Travel News Daily)
FY26 Content Marketing Overview
Page 107 of 178
Content Series
12
●Golf Travel: Global golf tourism was ~$27B in 2025, projected to $60B by
2033; 65% of travelers prefer luxury resort packages combining play,
accommodations, and dining. (Grand View Research, 2025)
●Wedding & Destination Travel: 31% of couples are choosing destination
weddings in 2026, prioritizing experiences over tradition and using tools
like AI for planning and itineraries. (Honeyfund, 2026)
●Personalization & Digital Influence: Over 60% of travelers use social
media, video, and AI tools to plan trips, highlighting the value of curated
itineraries, messenger engagement, immersive video, and
hyper-targeted campaigns. (Simon-Kucher, 2026)
●Arts & Cultural Travel: The global cultural tourism market will reach
$6.8 B in 2026, with 62% of travelers including cultural elements in
planning and 54% prioritizing authentic engagement. (Global Growth
Insights)
These insights guide our initiatives, ensuring each experience is immersive,
personalized, and purpose-driven, connecting visitors with the unique
offerings of our destination.
FY26 Content Marketing Overview
Page 108 of 178
Thank You for
Your Partnership.
apartnerforgood.com
13 Page 109 of 178
Monthly Report | January 2026
Page 110 of 178
Table of Contents
ParadiseAdv.com
Zartico Visitor Insights
Organic Social Media
Campaigns
Marketing Investment Media Review
3
6
14
25
11 Email
2 Page 111 of 178
1
Zartico
Visitor Insights
Page 112 of 178
ParadiseAdv.com
Zartico: Visitor Insights | Visitor Flow and Spending
ParadiseAdv.com
Out-of-state visitors
made up 63% of visits
and 92 % of overall
spend in January
2026
In-state visitors made
up 37% of visits and
9% of overall spend
Out of State visitation
outperformed in-state
stats for visitor
spending
Day visitors
(62%)
Overnight visitors
(38%)
Chicago, IL ranked as
the top DMA in
spending market
Followed by:
Boston, and New York,
NY
Chicago. IL visitors
spent more on Food
and Beverage and
Accommodations
Miami-Ft. Lauderdale,
FL overnight visitors
rank #1 in top visitation
for the month of
January
Followed by:
Tampa-St. Petersburg
Top 2 Out-Of-State:
New York, NY and
Chicago DMAs
In-state top visited
place in January:
Naples Beach
Out-of-State top
visited place in
January: Vanderbilt
Beach followed by
Clam Pass Park and
Beach
Out-Of-State
In-State
Visitors
Overnight Vs. Day
Visitation
Top DMA Spending
Market
Top Overnight
Markets
Destination
Visitation
Zartico: Visitor Insights | January 2026
4 Page 113 of 178
ParadiseAdv.com
63%
January
Occupancy
$403
Hotel ADR
$399.00
Hotel RevPAR
Zartico: Visitor Insights | January 2026
5 Page 114 of 178
2
Organic
Social Media
Page 115 of 178
ParadiseAdv.com
Social Media (Organic) - Summary
●Implemented annual content strategy across all social media
platforms.
●Conducted day-to-day operations, including but not limited to
content creation, LIVE streams, content curation, and
reporting/analysis, etc.
●Completed the February 2026 content calendars to be shared
across social media platforms.
●Established Instagram Story topics for Client to implement in
February 2026.
●Supported Client in community management, social listening,
optimization, and reporting/analysis, etc.
●Increased timely event coverage resulting in more live story shares,
recap videos and an asset library which will be used for future event
promotions.
ParadiseAdv.com
7 Page 116 of 178
ParadiseAdv.com
71,136
Followers
+1,769
Net Growth
9,697
Engagements
45%
Decrease
767,743
Impressions
17%
Decrease
Summary:
In Janaury we continued to see steady follower growth, adding
over 1,700 new followers for a total of 71,136 followers. While
engagements decreased in Janaury, our Viewers increased 9.5%
signaling that new people are finding our content.
Our top-performing posts for January include a Cars on 5th
promotion reel, a reel highlighting Kaleidoscope Floral and
Wolfmoon Coffee bar, and a post for the Naples Pier fireworks.
Looking ahead, we’ll keep prioritizing timely content captures,
with a renewed emphasis on live Stories to drive interaction and
event coverage to maintain momentum as we move into the
remainder of the year.
Organic Social | Facebook
8 Page 117 of 178
ParadiseAdv.com
Organic Social | Instagram
25,747
Followers
+237 Net
Growth
2,582
Engagements
14%
Decrease
104,307
Impressions
10%
Increase
Summary:
On Instagram, we added 237 new followers in January continuing
steady growth. Our impressions grew by 10% in January, signaling
that our content is performing well with those who interact.
Top-performing content included 2 Cars on 5th Promotion reels,
and a highlight post for the Naples Pier fireworks.
Looking ahead, we’ll focus on increasing engagement
momentum by producing more timely-captured reels and timely,
interactive content throughout February with the use of event
coverage, ManyChat and daily interactive stories on Instagram.
42,270
Video Views
27%
Decrease
9 Page 118 of 178
ParadiseAdv.com
Media | Organic Social
478,226
Total Impressions
14,350
Post Engagements
25,747
Total Followers
65,561
Post Engagements
3,048,310
Total Impressions
71,136
Total Followers
Instagram
Facebook
Year-To-Date
10 Page 119 of 178
3
Email
Page 120 of 178
ParadiseAdv.com
Email | Lesiure E-Scapes
54,751
Owned
20.53%
Owned
19.1%
Owned
Subject Line: Start the Year of Right
on the Pardise Coast
Most-Clicked Link: Top Boardwalks &
Trails in Naples, Marco Island &
Everglades
Recipients Open Rate CTO Rate
12 Page 121 of 178
ParadiseAdv.com
Email | Meetings E-Scapes
3,981
Owned
18.88%
Owned
17.56%
Owned
Subject Line: Start the Year Strong on
Florida’s Paradise Coast
Most-Clicked Link:
www.paradisecoast.com/Meetings
Recipients Open Rate CTO Rate
13 Page 122 of 178
4
Campaigns
Page 123 of 178
ParadiseAdv.com
Media | Performance
$160,000
Total Estimated
Digital Spend
1,279,908
Total
Impressions
1,016
Total Clicks to
Site
0.08%
CTR
January’s three Contract campaigns: Sustaining, Winter, & Canada
15
1,315,353
Total Video
Views
92%
VCR
Page 124 of 178
ParadiseAdv.com
Media | Performance
20,574,843
Total Impressions
23,276
Total Clicks to Site
137,223
Total Video Views
0.17%
CTR
83%
VCR
Top performing media partners for January:
●On the Sustaining Campaign, Expedia delivered a VCR of 99%
●For Winter, Magnite delivered a CTR of 0.07%, and a VCR of 89%
●For Canada, Expedia delivered a CTR of 0.11%
Industry Benchmark:
CTR: 0.33%
VCR: 70%
January’s three Contract campaigns: Sustaining, Winter, & Canada
16 Page 125 of 178
ParadiseAdv.com
Year-Over-Year Summary
●In January, Digital Media has driven a 16.5x ROAS, up 17%
compared to January 2025.
●Performance remained strong, with a 500% increase in
Revenue YoY, while spending 415% more compared to January
FY25
●These improvements, while tied to spend increases, continue to
show strong audience efficiencies with the increased ROAS. .
○Typically, when spend is increased efficiencies begin to
fall off, however at a spend increase of over 400%, we
not only stabilized but, increased ROAS.
●Top performing vendors are continuing to be a big difference in
YoY improvements, with focusing on top vendors and thinning
out lower performing.
○Expedia continues to impress with over 90% of all
Revenue coming from Expedia.
ParadiseAdv.com
17 Page 126 of 178
ParadiseAdv.com
18
Media | YouTube Campaigns
10,012,995
Total Impressions
2,917
Clicks
In January, the Wedding campaign
launched with strong initial
performance
●Over 10 million
impressions to start show
a great initial reach to the
campaign, creating huge
brand awareness
●YouTube TV was the
standout driving a high
volume of those
impressions, and keeping
those users watching the
entire video
●In terms of clicks, the
Canada campaign lead
the way, accounting for
85% of all clicks across
the YouTube campaigns
●The YouTube campaigns
succeeded in driving large
brand awareness in
January
January’s Two YouTube Campaigns: Canada & Sustaining YouTube TV
31.87%
% to 50%
Watched
28.56%
% to 75%
Watched
26.38%
% to 100%
Watched
Top campaign by 50% Watched - YouTube TV 99%
Top campaign by 75% Watched - YouTube TV 99%
Top campaign by 100% Watched - YouTube TV 98%
Page 127 of 178
ParadiseAdv.com
19
Media | Digital - Special Markets - Weddings
132,261
Total Impressions
803
Clicks
In January, the Wedding campaign
launched showing strong initial
performance
●MobileFuse achieved a
0.61% CTR nearly double
the industry benchmark
●Weddings ran with only
MobileFuse ending the
month with over 100,000
impressions and just shy
of 1,000 clicks
●Great initial reach for the
campaigns, paired with
the strong CTR show a
highly engaged audience
positively engaging to the
creative.
January Results
0.61%
CTR
Industry Benchmark
CTR - 0.33%
Page 128 of 178
ParadiseAdv.com
Media | Paid Social - Meta - Weddings
94,180
Total Impressions
182,696
Post Engagements
2,597
Clicks
In January, the Weddings campaign
launched showing strong initial
performance
●Strong start to
campaigns with nearly
100,000 impressions
reaching a large number
of users early in the
learning phase of the
campaign
●Those users clicked at a
high rate, ending at
1.02% and over 5% on the
traffic campaign
●Over double the industry
benchmark
●Highly engaged users,
early in the campaigns
launch shows strong
initial audience targeting
Traffic Campaigns CTR
5.27%
Travel industry benchmark: 2.2%
Meta: January
20
1.02%
CTR
$542
Spend
Awareness Campaigns CTR
0.15%
Travel industry benchmark: 0.05%
Page 129 of 178
ParadiseAdv.com
Media | Paid Social - Pinterest - Weddings
287,018
Total Impressions
5,861
Engagements
1,809
Clicks
In January, the Wedding campaign
launched, showing strong initial
performance:
●Strong reach to the start
of the campaign, just shy
of 300,000 impressions
●Those impressions lead to
1,800 clicks indicating a
highly engaged audience
●Those users clicked at a
high rate, ending with a
0.63% CTR over 2x above
the industry benchmark
●Great first month for the
campaigns, signaling
highly engaged users
Traffic Campaigns CTR
0.63%
Travel industry benchmark: 0.3%
Pinterest: January
21
0.63%
CTR
$896
Spend
Page 130 of 178
ParadiseAdv.com
Media | Google Ads
76,741
Total Impressions
2,386
Total Clicks to Site
3.10%
CTR
Top Performing Campaign: Overall
the Display (GDN) campaign
outperformed the traditiional paid
search campaigns
Top Performing Keyword Group:
Weddings Non Brand
Insights:
GDN helped with brand awareness,
pushing over 61,000 of the total
76,000 impressions. Paid search,
as expected drove a high CTR, with
those users coming through search
being higher intent. Canada search
also helped drive a heavy volume
of clicks, with over 1,000 clicks in
the month, with Weddings search
driving the majority of clicks.
$2.26
CPC
January had three campaign: Canada Search, Weddings Search and Weddings Display
(GDN)
22
Top campaign by Impressions: Weddings Display (GDN) - 61,648
Top campaign by Clicks: Weddings Display (GDN) - 1,155
Top campaign by CTR: Weddings Search - 3.5%
Top campaign by CPC: Weddings Dsiplay (GDN) - $0.28
Page 131 of 178
2
3
Marketing
Investment
Media Review
Page 132 of 178
ParadiseAdv.com
Media | Performance
$438,889
Total Estimated Digital
Spend
38,948,755
Total Impressions
165,850
Total Clicks to Site
0.43%
CTR
January’s four Marketing Investment campaign: Sustaining, Winter, Luxury, & Arts & Culture
24
*Marketing Investment Budget
2,778,793
Total Video Views
78%
VCR
Page 133 of 178
ParadiseAdv.com
Media | Performance
20,574,843
Total Impressions
23,276
Total Clicks to Site
137,223
Total Video Views
0.17%
CTR
83%
VCR
Top performing media partners for January:
●For Sustaining, Kayak ended with a 0.38% CTR
●For Arts & Culture, MobileFuse delivered a CTR of 0.47%
●For Luxury, Garden & Gun delivered a CTR of 0.28%
●For Winter, TravelSpike delivered a CTR of 0.89%
Industry Benchmark:
CTR: 0.33%
VCR: 70%
January’s four Marketing Investment campaign: Sustaining, Winter,
Luxury, & Arts & Culture
25
Top Performing Creative:
Winter Beach Messaging - 320x50
Page 134 of 178
ParadiseAdv.com
Expedia | January Room Night Results - Sustaining
From those exposed to the Expedia advertising in the month of January came the following performance
Highlights:
●The advertising drove 5,887 room nights for total gross bookings of $6,800,000
●The largest share of bookings came from Brands Bundle US ($3.8 million)with VRBO second ($3 million)
●The $6.8 million in gross bookings made for a 172.8:1 Return on Ad Spend
●9,268 Airline Tickets were sold to those exposed to the advertising
●The largest percentage (34.2%) were those who booked 31-60 days out and the second largest (17.3%) were
61 to 90 days out
26 Page 135 of 178
ParadiseAdv.com
Expedia | January Flight Results - Sustaining
Flights booked on Expedia from those exposed to advertising
The most tickets were sold
from the Chicago, Detroit, &
Boston markets.
Minneapolis has the longest
stay in market, at 6.5 days.
27 Page 136 of 178
ParadiseAdv.com
Adara IMPACT | January Results
From those exposed to our digital advertising in January the following results were shown.
188
Hotel Bookings
2,747
Flight Bookings
5,921
Hotel Searches
43,136
Flight Searches
$448,907
Hotel Revenue
18,932,069
Total Impressions
661
Total Clicks
38,346
Total Trackable Website Visits
28 Page 137 of 178
ParadiseAdv.com
Adara IMPACT | January Booking Window
From those exposed to our digital advertising in January the following results were shown.
Booking Windows:
Flights
The booking window - from
when they booked to arrived
in destination - for flights was
47 days, around 7 weeks.
Hotels
The booking window - from
when they booked to arrived
in destination - for hotels was
37 days, about 5 weeks.
29 Page 138 of 178
ParadiseAdv.com
$448,907
Adara Impact hotel
revenue.
$6,800,000
Expedia hotel and vacation
rental revenue.
$7,248,907
Total Revenue from those
exposed to digital
advertising in January FY26
$438,889
Spent in January digital
advertising
January FY26 ROAS = 16.5X Return on Ad Spend
Digital Media ROAS | January Results
30
↑19% YoY ↑719% YoY ↑500% YoY ↑415% YoY
●YoY performance shows continued strong performance due to improved ad placement and
audience targeting, focusing budget on high performing vendors like Expedia
●Spend increased YoY, causing expected increases across metrics however, ROAS is improved by
17% compared to January 2025
Page 139 of 178
ParadiseAdv.com
Media | Paid Search
499,615
Total Impressions
38,229
Total Clicks to Site
7.65%
CTR
Top Performing Campaign:
Sustaining continued it’s great
start to the new FY, with a 7.65%
CTR.
Top Performing Ad:
Beaches
Insights:
CTR is continuing to be the
standout, reaching near 2x the
industry benchmark. This is through
audience & keyword optimizations.
While we’ll continue to refine we’re
in a good spot now to begin adding
new keywords and searches to find
additional users and expand the
reach of the campaign.
$0.48
CPC
January had one Marketing Investment campaign: Sustaining
31
↑9% MoM
↑358% YoY
↑14.1% MoM
↑572% YoY
↑4.7% MoM
↑46.5% YoY
↓12.3% YoY
↓46.6% YoY
●MoM performance showed great improvements to volume and efficiency. Typically, with increases in
impressions or clicks you see some drop offs in CTR and CPC however, in January we had improvements
on impressions and clicks along with CTR and CPC.
●YoY performance also saw huge improvements. Impressions ended over 350% higher, leading to nearly a
600% increase in clicks, while improving the CTR and CPC. This is tied to the improvements to campaign
structure, targeting higher intent users helping to lower our cost while getting users who are more ready
to convert.
Page 140 of 178
ParadiseAdv.com
Ad Group Campaign Impressions Clicks CTR
CTR
Industry
Benchmark
Avg. CPC
CPC
Industry
Benchmark
Beaches Sustaining 217,805 12,849 5.90%4%$0.45 $1.35
Things To Do Sustaining 96,480 10,358 10.74%4%$0.49 $1.35
Visit Sustaining 80,342 7,347 9.14%4%$0.49 $1.35
Events & Attractions Sustaining 89,378 6,797 7.60%4%$0.49 $1.35
Where To Stay Sustaining 15,610 878 5.62% 4%$0.46 $1.35
Media | Paid Search Breakdown
32
Top Performing Ad:
Beaches Broad Match - 9,347 Clicks
Page 141 of 178
2026
THANK YOU
33 Page 142 of 178
Website Analytics
January 2026 I March 17th, 2026 Page 143 of 178
●Sessions are again increased MoM, showing continued traffic improvements due to paid media..
●Audience quality is continuing to remain stable, with Engaged Sessions also up MoM, at an Engagement Rate continuing ot exceed 75%
●Traffic for the month was stable, with a large bump in early January when additional paid media launched then stabilizing and staying
steadily above December’s session volume.
Page 144 of 178
●
●The Beaches page overtook as the top page by Sessions followed by the Plan Your Trip page.
○Plan Your Trip jumped up, nearly up 7,000% MoM showing great interest from users and a strong audience intent to visit
●Home page was third, dropping from first in December, however overall sessions to the page were up almost 200% from December, due to
the huge traffic volume increase across the website.
●Out of the top five pages, users were most engaged with the Things To Do page, which users also spent the most time on page at over 2
and a half minutes on page.
Page 145 of 178
●Florida again leads all states by Sessions, New York right behind Florida though just 3,000 sessions behind.
●Top City was NYC, followed by Chicago, Philadelphia, and Miami. With Miami being the only city in Florida that makes the top five cities.
●The top locations shows strong diversity, with proven markets in the North East performing great as expected, while also newer
markets in the Mid West like Michigan and Illinois cracking the top states.
Page 146 of 178
Definitions
Sessions: Group of user interactions with your site or app that take place in a given time frame. Is initiated
when a user views a page or screen and no other sessions is active, a session is end after 30 minutes of
inactivity
Engaged Session: The number of sessions that lasted longer than 10 seconds, had a conversion event, or
had 2 or more screens/page views
Engagement Rate: Percent of engaged sessions; the inverse of bounce rate; (Engaged Session / Sessions)
Total Users: The total number of unique users who logged an event on the site
Average Session Duration: The amount of time a user stays on the site across multiple pages, starting from
the initial landing page to leaving the site
PoP % Change: Period over Period, the change in metric as a comparison to the previous period, in this
case the previous month.
Page 147 of 178
Thank You for
Your Partnership.
apartnerforgood.com
Page 148 of 178
DATE: February 9, 2026
TO: Jay Tusa, Sandra Rios
Naples, Marco Island, Everglades CVB
FROM: Erin Murphy, Mackenzie Comerer, Brittany Chapman
Lou Hammond Group
CC: Lou Hammond
RE: January 2026 TDC Report
Following is a summary of services conducted by Lou Hammond Group on behalf of the Naples, Marco
Island, Everglades CVB during January 2026.
1) MEDIA HIGHLIGHTS
TOTALS
Media Impressions: 118,475,872
Media Value: $144,057.53
Southern Living, syndicated by AOL.com, MSN and Yahoo!Life - Online
January 2, 2026
UVM: 85,649,584
Ad Value: $58,857.55
Delray Magazine – Print
January/February Issue
CIRC: 26,900
Ad Value: $6,595
TravelPulse - Online
January 5, 2026
UVM: 126,086
Ad Value: $2,535.06
Mental Floss - Online
January 6, 2026
UVM: 2,033,445
Ad Value: $3,013.08
Only in Your State, syndicated by AOL.com - Online
January 13, 202 6
UVM: 22,873,209
Ad Value: $30,687.74
Irish Travel Trade Network - Online
January 19, 2026
UVM: 14,291
Ad Value: $125
Page 149 of 178
FamilyVacationist - Online
January 26, 2026
UVM: 41,476
Ad Value: $1,384.87
USA Today - Online
January 26, 2026
UVM: 3,621,976
Ad Value: $2,082.64
FLAMINGO – Print + Newsletter
January 29, 2026
UVM: 60,000
Email Subscribers: 10,000
Ad Value: $4,170.19
The Boston Globe - Online
January 30, 2026
UVM: 4,018,905
Ad Value: $34,606.40
2) MEDIA HOSTING
Media Visits
• Diane Bair, Freelance: The Boston Globe (Jan. 21-23, 2026)
o JW Marriott Marco Island Beach Resort
• Stephanie Vermillion, Freelance: National Geographic, Travel + Leisure (Jan. 23-24, 2026)
o Ivey House Everglades Adventures Hotel
3) PROJECTS/MEDIA OUTREACH
Monthly Pitches
• New Flight Routes to Warm-Weather Getaways
• Best Restaurant Openings of Spring
• Chef Insights on Healthy Eating in the New Year
• Everglades City is an Underrated Spring Break Destination
• Unique Grocery Stores in Florida: Seed to Table
• Best Places to Travel in 2026
• America250 Celebrations at Museums
• Stargazing at Big Cypress National Preserve
• Health & Wellness Resorts; Destinations for Rest & Relaxation
• Multi-Generational Travel: Family Guide to Naples
###
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VISITATION January 2026Reported to the Tourist Development Council for their March 17, 2026 meeting
Page 151 of 178
8033 TOTAL VISITORS IN JANUARY
JANUARY 2025 JANUARY 2026Collier Museum at Government Center 857 843Immokalee Pioneer Museumat Roberts Ranch 629 871Marco Island Historical Museum 3781 3085Museum of the Everglades 1837 1462Naples Depot Museum 1038 1772TOTAL86758207Outreach: Educational 457 174Outreach: Marketing 76 0
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Free -Form Responses
How would you describe your
experience at the museum today?
Do you have any recommendations for
improving the museum experience?
“Beverages available like water or vending machine.“
"None really, very nice“
“Finish the recovery of the main museum. Engage veterans and scouting groups to help the main museum recovery effort"
“Muy Bien“
“Very Interesting and informative. Love to
hear local history “
“We like it because its fun for kids and it’s
unique."
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Customer Satisfaction
Overall Experience
Service Satisfaction
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Current Exhibits
& Events
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EXHIBITS
America the Beautiful by
Clyde Butcher
March 31, 2026 – July 11, 2026
Marco Island Historical Museum
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EVENTS
Naples Train Day
March 14, 2026
Naples Depot Museum
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FAMILY FUN EVENT
Happiness is…
Family Day
March 21, 2026
Collier Museum at Government
Center
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EVENTS
The Grapefruit Gathering & Art
Fair
March 21, 2026
Museum of the Everglades
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EVENTS
Immokalee Cattle Drive
and Jamboree
March 28, 2026
Immokalee Pioneer Museum at
Roberts Ranch
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UPCOMING
PRESCHOOL
PROGRAM
Visit colliermuseums.com for more information
Pioneer PlaytimeCollier Museum at Government CenterMarch 25, 2026
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LECTURES
Railroads at Work
By Vincent Keeys
March 24, 2026
Naples Depot Museum
Visit colliermuseums.com for more information
Page 164 of 178
UK & IRELAND MONTHLY REPORT
OMMAC Activities
Reporting Period: January 1-31, 2026
STRATEGIC HIGHLIGHTS
● Implementing the new destination creative and strapline from Paradise for our new activity and
campaigns for 2026 – focusing on ‘elevated coastal, cultural, culinary, and ecological paradise to
those with an expectation of excellence’ – meeting core CVB objectives.
● Visit USA Meet the Media, January 12, London - The PR team attended this annual event
providing an opportunity to network with over 50 top tier UK media and influencers. Discussions
included destination pitches and press trips with media in attendance - see image in below
report.
UK AND IRELAND MARKET UPDATE
● Economic update - The Office for National Statistics (ONS) reports UK inflation is still at an
elevated level, with the cost of living in the UK continuing to be evident. Encouragingly, while
inflation remains elevated, ONS travel indicators note consumers are continuing to treat travel
as protected spend, but with travel durations shortening.
● Trends - YouGov’s 2026 Travel Insights underlines how the current economic climate is
reshaping travel choices, with cost and value increasingly front of mind.
MARKETING, SALES, AND PROMOTIONAL ACTIVITY
TRADE OVERVIEW
● Market and consumer trends: January trading was mixed but overall resilient, with stronger
early bookings for summer 2026, rising cruise and long-haul demand, higher booking values, and
continued consumer preference for agents offering reassurance and value.
● Trade - Large operators (TUI Group, loveholidays, Scott Dunn) reported strong performance and
expansion, while smaller operators faced pressure and consolidation. London Heathrow
reported its strongest full year ever for passenger traffic, handling nearly 84.5 million
passengers in 2025.
● Airlines are growing mid and long-haul networks (BA, Virgin, easyJet, Ryanair), with Wizz Air
planning future US services. Aer Lingus will cease transatlantic route from Manchester, UK to
Orlando in the coming weeks, however Virgin Atlantic are increasing their service on this route.
TRAVEL TRADE ACTIVITY
● Visit USA Association Ireland – we gained an opportunity to distribute over 50 Visitor Guides at
Holiday Worlds Dublin, consumer show.
● British Airways Holidays – requested, reviewed and gained approved co-op opportunity for
campaign, March 2026.
● Trailfinders – gained approval for co-op campaign March 2026.
● Tour America - gained approval for co-op campaign March 2026.
● Paradise Advertising – Obtained new guidelines and already implementing into our co-op activity
including key strapline ‘This is Paradise in Every Sense’.
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● Additional information provided for audit report from 2023 – 2025 – worked with CVB research
Downs and St Germain on verifying research stats.
● USAirtours and Travelplanners – requested proposal for co-op campaign 2026.
● Visit Florida – requesting opportunity updates for planning and additional research data should
be available in early February.
● Pre IPW VIP fam – following up on invitations for exclusive destination visit pre IPW May 2026
and working on accommodations.
● Aer Lingus Roadshow February 2026 – across four cities, planning and processing promotional
assets – gaining approval for new items and incorporating new assets.
● On going outreach and planning for new fiscal with future co-op activity and campaigns.
● On going follow up Sky Sports, consumer Golf promotion and World Cup legacy opportunities.
● Updates – industry updates included within our CVB weekly online meeting for planning.
● Mailing House – New order for supply of CVB literature for consumer and trade distribution.
PUBLIC RELATIONS AND COMMUNICATIONS ACTIVITY
● Media Trends - FIFA World Cup, affordable travel, special hotels and accommodations.
● Media Pitches (6) - Themes: US state parks, wellness, spring escapes, botanical gardens.
● Media Meetings (5) - Eddi Fiegel, Freelance; Katie McGonagle, Head of Features and
Supplements, Travel Weekly; Lauren Jarvis, Editor, JRNY; Lauren Taylor, Lifestyle & Travel Editor,
PA Media; Lorna Parkes, Executive Editor, National Geographic Traveller.
DATE PUBLICATION MEDIA TYPE JOURNALIST HEADLINE REACH EAV ($)
01/01/26 NI Travel News Print Sarah Pickering
Page 52 here: Seven Arts and Cultural
Experiences Not to Miss in Florida’s Paradise
Coast 23,000 $2,378
03/01/26
The Boutique
Adventurer Blog Amanda O'Brien
The World Heritage Sites in the United States
Every American Should See at Least Once 25,000 $680
04/01/26
The Boutique
Adventurer Blog Amanda O'Brien
These Are the Most Popular National Parks in
the United States — And Why Everyone Goes 25,000 $680
08/01/26 Irish Daily Star Print
Rachel Beresford
and Rohan Smyth
Show on the Road - Ultimate Driving Tips as
Route 66 turns 100 22,210 $10,739
PDFs here TOTAL (4) 95,210 $14,476
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LEFT: VUSA Meet The Media Event - Grace Verdon, PR Account
Director and Kinza Chaudry, PR Account Executive, with Lauren Taylor, PA Media.
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1
10. DACH & BeNeLux MARKETS
DiaMonde GmbH & Co. KG., Annette Eckhardt, Account Director
January Review
• Individual media visit of German journalist Silvia Stammer from Jan 3-5
• Participation with brochure distribution at Dutch travel show Vakantiebeurs Utrecht, January 8-
11 and Austrian travel show “Ferienmesse Wien”, January 15-18
• Personal attendance and presentation at B2C Florida event of Dutch tour operator “TIOGA
Tours” on January 24 - 105 clients attended the event
• Preparations for IMM & ITB 2026 including appointment scheduling and booth design
February Forecast
• Participation with brochure distribution at German travel show “f.r.e.e.”, Feb 18-22
• Personal attendance at Visit USA Media Event in Berlin on Feb 10
• Personal attendance at B2B Florida Event of go2travel in Zurich on Feb 27
• Dedicated webinar for Austrian tour operator GEO Reisen on Feb 12
• Final preparations for IMM & ITB 2026 including appointment scheduling and booth design
• Execution of our B2C campaign with Urlaubstracker
Summary of achievements
• The Compass Hotel Naples confirmed hosting our pre-IPW fam group (8 rooms) from May 14-16
• Secured 20+ appointments for ITB 2026
Sales Activities – B2B & B2C
• GEO Reisen – Michaela Pfeiler, Sales & Product Manager Austria
They plan to extend their Florida program in 2026 and Naples, Marco Island & Everglades
will be included in their new itineraries. We provided them with the latest information on the
destination and our hotels and confirmed a webinar for the sales staff for Feb 12.
• For Family Reisen, Svenja Fiestelmann, Senior Sales & Product Manager, Germany
We contacted Svenja to confirm an appointment for ITB with her. Unfortunately, she is
already fully booked. We gave her a detailed update on our destination. She was interested
in our new hotels, including the Four Seasons, for their luxury family clientele.
• USA-Reisen Experte GmbH, David Siemetzki , Owner, Germany
We contacted David to schedule an appointment for ITB. They have recently launched a
huge Florida campaign on social media #SunshineStories which is running very well and
will be finalized end of February 2026. We have an update on the destination, and he told us
that their Florida West Coast business is stronger than for the Atlantic Coast. We will
discuss marketing opportunities at ITB 2026.
Marketing Activities
• TourConsult, Andreas Fraissl, Managing Director, Germany
After receiving the PO and approval from Claudia Wood we confirmed the B2C campaign. The
campaign includes product development, social media marketing, newsletter inclusion and
website integration. The campaign will start in March 2026.
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• CANUSA, Alexandra Wirsum, Marketing Manager, Germany
We approved content (newsletter and Instagram posts) for our luxury campaign with Palm
Beaches. The extensive B2C campaign will take place in Q1 2026.
• Urlaubstracker, Melanie Wittek, Senior Key Account Manager
We approved the content for our targeted B2C Campaign with Urlaubstracker. The campaign
includes the update of our landing page https://www.urlaubstracker.de/naples-
sehenswuerdigkeiten/; 1x deal post (combi flights / hotel), 1x Instagram reel or feed post, 1
Instagram storyline and 1 x app push top deal.
• Joker Reizen, Ludwig Verbruggen, Product Manager, Belgium
To further strengthen the awareness for Florida, Belgian tour operator Joker Reizen will launch a
Florida campaign. They plan to create a new package including all attending destinations and
promote it through various channels. The package includes a dedicated feature in a newsletter
reaching approximately 75,000 recipients, an online Florida presentation for consumers with
around 80 live participants plus a recording, a contest to win a travel voucher with about 1,500
participants, and Facebook and Instagram campaigns generating approximately 350,000
impressions. Ludwig will get back to us with a detailed proposal in early February.
Media / PR / Communications Activities
• We followed us with German journalist, Silvia Stammer who visited the destination in early
2026. She us currently working on the article on the Everglades including the swamp hike for
Germany´s leading newspaper “WELT”. She will send us a copy of the article once published.
• As a result of the recent media trio to Naples, Marco Island & the Everglades, German family
bloggers “One million places” published various articles on their website. Please see below
links:
Marco Island – Delfine & Muscheln mit Dolphin Explorer
Naples, Florida: Sonne, Strand & Aktivitäten (Reisebericht)
• In January 2026 we sent out a press release to 2,500 media contacts on Golfing at Florida´s
Paradise Coast. Please click here to review the press release.
• We generated 3 media placements with a combined reach of 700,000 and a media value of
12495 EUR, which equals US$ 14.761,20. Please see the clipping report attached and the print
clippings here.
• Social Media Posts
Paradise Coast has been allocated a series of social media posts on the German Paradise Coast
B2C Page (16k followers) and the B2B page. Please refer to our January clipping report for
screenshots of the posts.
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IKŌNIK Destinations Collective
Reporting Period: January 1 - 31, 2026
1
Highlights:
● 2 definite programs - 379 Room Nights
● Barb presented to 32 SmithBucklin planners in Chicago
Subject January 2025 January 2026
Number of Meeting Planner Contacts 200 295
Number of RFP leads sent 21 16
Number of Shows Attended 2 2
RFPS
Event Name Organization Contact State Dates Room
Nights
NPTA 2028 PDC Smithbucklin
Shannon
Cavanuagh IL
January 14-20,
2028 295
2028 Angle Midwest Society of
Midwest Orthodontists' Annual
Conference HelmsBriscoe
Bethany
Donatelli OH
January 27-
February 1, 2028 380
2029 Enterprise Holdings' Human
Resource Meeting Maritz Select Lisa Bell
FL/M
O
November 9-16,
2029 1470
2027 COSCA Midyear Meeting Maritz
Jessica
Klapstein
MD/M
O
November 29-
December 5, 2027 221
Sherwin-Williams 2026 SWMIP
for 2027 BI Worldwide Debra Deneen MN
February 21-28,
2027 1056
Dealer Tire- Audi Incentive 2026 Maritz Brian Roe
CO/M
O April 12-18, 2026 107
NADA GD03 May 23-26, 2027 Maritz Dawn McAtee MO May 22-26, 2027 84
NADA AM02 March 10-12, 2027 Maritz Dawn McAtee MO March 9-12, 2027 37
Dairy Farmers of America, Farm
Services Conference HelmsBriscoe Julie Heilbrink MO
February 6-12,
2027 482
CCJ 2027 Mid-Year Meeting Maritz Katie Conoyer MO
January 28-
February 2027 313
Lakeside Bank Company Sales
Meeting 2026 Maritz
Elizabeth
Pardillo FL
November29-
December 3, 2026 227
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IKŌNIK Destinations Collective
Reporting Period: January 1 - 31, 2026
2
KWGA Annual Shareholders
Meeting 2027 ConferenceDirect
Michelle
Eggert WI March 19-24, 2027 125
Fiserv's Leadership Summit
Merchant Services
BCD Meetings
and Events Elissa Dunn IL June 1-3, 2026 210
Experience Digital Large Client
Council Meeting
BCD Meetings
and Events Christine Silva IL May 18-19, 2026 25
2027 GenSpring Symposium Maritz
Wendy
Iacovides NV
October 6-11,
2027 379
2027 APOC National Sales
Meeting HelmsBriscoe
Debbie
Hershfield OH
February 7-12,
2027 695
PROSPECTING and OTHER ACTIVITIES
● Contacted all incoming leads for updates and recommendations. Followed up with open leads
● January 8 - Maura attended the SITE Florida & Caribbean Board Installation
● January 22 - Maura attended and was the featured speaker about Wellness in Business Travel at the GBTA
Board Installation South Florida
● January 29 - Barb attended the SITE Chicago Annual General Meeting in Chicago
● January 22- Barb presented to 32 SmithBucklin planners with Midwest Florida Reps
LOOKING FORWARD (Trade Shows & In-Market Events)
● Feb 2 - 4 - ICMG Insurance Conference - Miami
● Feb 2 - 4 - GPS Tradeshows Midwest - Chicago / Milwaukee
● Feb 4 - SITE Florida Theater Hosted Buyer Event - Fort Lauderdale
● Feb 17 - SKAL Networking Event - Miami
● Feb 19 - MPI South Florida networking event - Miami
● Feb 24 - 26 - Retreats Resources, Florida Roadshow (Tampa, Orlando, Fort Lauderdale, Miami)
● March 1 - 3 - Northstar Luxury & Wellness Tradeshow, Healdsburg, CA
● March 11 - SITE Chicago Shamrock Social, Grand Rapids Michigan
● April 22 - SITE Chicago Spring Educational
● May 11-13 -Maritz Elevate
● July 31- SITE Grand Slam
● August 24-26 - Maritz Activate
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Collier County TDC - Meeting Date: Mar 17, 2026
STAFF REPORT
This report summarizes staff activity from Jan 1–31, 2026, with a focus on strategic
initiatives, lead generation, key outcomes, and departmental highlights organized
by focus area.
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2
Collier County TDC Staff Report
Marketing, Public Relations & Communications
Sandra Rios, PR & Communications Manager / Jennifer Chase, PR Specialist
• Earned Media achieved 118,475,872 media impressions valued at $144,057.53 including features
in FLAMINGO Magazine, Southern Living, USA Today, The Boston Globe, Family Vacationist,
TravelPulse, Delray Magazine, Mental Floss, Only in Your State, Irish Travel Trade Network,
AOL.com, MSN and Yahoo!Life.
• Attended the ribbon-cutting ceremony celebrating the reopening of the Naples Depot Museum.
• Met with the new marketing leadership at The Ritz-Carlton, Naples.
• Met with hotel PR leadership and LHG Team at Naples Beach Club, a Four Seasons Resort.
• Conducted meet and greet with new GM, plus a site tour at Bayfront Inn and Suites 5th Ave.
• Attended Expo at Hilton Naples, to meet and engage County-based businesses as potential CVB
partners.
Marketing Performance
• Reviewed and approved distribution of January Consumer E-blast featuring new Car Culture
Series.
• Continued asset creation and approvals for new “Senses” brand campaign.
• Continued discussions with Procurement for 2026 Visitor Guide solicitation.
• Reviewed assets for Spring / Summer, Luxury Elite and Sustaining Ad Campaigns including AFAR,
Condé Nast digital and print; and digital assets for Mobileffuse, Flashtalking, Adara, TripAdvisor
and e-blast content for Condé Nast and Bon Appetit.
• Visitor Guide fulfilment.
• Delivered marketing and press materials for the 2026 CHUBB Classic and First Tee sponsorships.
• Drafted and submitted destination spotlight for January’s Destination Florida’s
TourismMarketing Today.
• Prepared in-depth editorial on destination for ConventionSouth’s 2026 Event & Meeting
Planners’ Guide.
• Connected and aligned with Naples Chamber of Commerce on visitor information requests,
including in-person visitor center logistics.
• Updated photo galleries on CleanPix for best promotional assets for journalist and editorial
requests.
• Initiated marketing and advertising opportunities for destination promotion around FIFA World
Cup matches being held in Miami, June - July 2026.
• Reviewed new tradeshow assets needed for destination promotion shows, with creative in
production.
• Finalized Tourism and Marketing Promotion and new agreement.
• Initial planning for major Content Series production with a focus on Wellness and Golf.
Communications and Partner Engagement
• Created, edited and approved January edition of CoastLines for distribution – 44% open rate; 4%
click-through rate.
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• Welcomed Silvia Stammer, freelance writer for Welt am Sonntag newspaper (Germany), January
3 – 5, 2026 in Everglades City.
• Welcomed journalist Diane Bair, freelance writer for The Boston Globe, to JW Marriott Marco
Island Beach Resort, January 21-23, 2026.
• Welcomed Stephanie Vermillion, freelance journalist on assignment for Abrams Books
(publisher), National Geographic, Outside Magazine and Travel + Leisure to the Ivey House
Everglades Adventure Hotel in Everglades City for Everglades-centric features, January 23-24,
2026.
• Approved February Social Platforms posting calendar, highlighting key destination events and
tourism impact, plus vote campaign for USA TODAY’s 10Best Awards for Best Small Town
Museum: Marco Island Historical Museum.
• Trained on new Meltwater platform, for monitoring global, national and local news related to
the destination as well as journalist outreach opportunities.
• Updated new booking platform-Ripe optimization settings, expanding affiliate partner events
and adding a search widget to the home page on ParadiseCoast.com driving direct bookings to
partner accommodations.
• Updated event calendar listings on ParadiseCoast.com and facilitated partner requests for new
business listings, resources and login information.
• Shared 2026 Top Travel & Tourism Trends for 2026 with Partners.
• Drafted Convention South magazine article.
• Implemented numerous marketing elements to promote Group Meeting business.
Strategic Planning
• Reviewed 2026 legislative updates.
• Implemented new “Paradise in Every Sense” brand campaign.
• RSW / Lee County / Collier County collaborative visitation campaign with Discover Airways
(Germany).
• Initiated dedicated FIFA / FC Naples digital campaign to drive awareness and visitation to Collier
County during Miami FIFA tournaments.
New, Articles, Press Releases
All partner press releases, and news articles can be found here.
Highlights:
• FLAMINGO Magazine (UVM: 10,343; CIR: 20,000): "Bicyclette Cookshop Chef on Eating Well,"
featuring Chef Kayla Pfeiffer, and her inspiration behind her Naples’ restaurants.
• Marco Island businesses remain optimistic despite slight visitation decline - Fox 4 News
• Southern Living (UVM: 18,174,865): "Why The Paradise Coast Should Be Your Next Southern
Escape," and syndication by AOL.com (UVM: 21,037,345).
• Delray Magazine (CIR: 26,900): January/February 2026 issue, “There Goes the Sun,” highlighting
Gulf sunsets and all the fine attractions, food and culture Naples offers before that happens.
• "These 7 National Parks Are Stunning in Winter—And Less Crowded," in Mental Floss (UVM:
2,033,445), spotlighting Everglades National Park as one of the top places to visit this season.
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• Recognition by OpenTable for Sails Restaurant (Naples) and Sale e Pepe (Marco Island) among
2026's Top 100 Romantic Restaurants.
• The Boston Globe (UVM: 3,741,232), "Marco Island: Finding serenity at a sprawling Florida
resort," she increasingly raves about her recent CVB-arranged press trip to JW Marriott Marco
Island—highlighting the resort’s appeal to a wide range of travelers and describing it as a dream
destination and truly a place where you can have it all. Coverage like this is well positioned to
engage key New England audiences, encouraging visitation to Marco Island.
• "Paradise Coast Sports Complex: A Sports Tourism Powerhouse," in Sports Destinations (UVM:
7,445), which reaches an audience of sports event managers and organizers.
• FamilyVacationist (UVM: 41,476) story titled, “The 14 Best Family-Friendly Beaches in Florida,
Ranked by Parents.” Highlighting Clam Pass Park, nature walks at the Conservancy of
Southwest Florida and recommends Naples Grande Beach Resort as a top hotel option. As an
added bonus, the story was also syndicated on USA Today (UVM: 50,707,665)
Social Media Highlights
Florida’s Paradise Coast social channels continue to build strong momentum in the new year. Year-to-
date, social platforms have generated 4,011,307 impressions, driven 88,080 engagements, and
welcomed 8,249 new followers. Top posts:
• Cars on 5th Reel: https://www.facebook.com/reel/721275187459212/
• Pickleball Post: https://www.facebook.com/630393569129689/posts/1310894701079569
• Events Post: https://www.facebook.com/630393569129689/posts/1308564597979246
• Naples Beach Club: https://www.facebook.com/630393569129689/posts/1335410678627971
Sales & Trade (Domestic & International)
Group Meetings
Lisa Chamberlain, CMP, Group Sales Manager
• 11 RFPs/leads distributed, 140 client interactions, 16 partner engagements and 3 RFP
Enhancement requests
• Definite bookings secured: 2 groups / 676 room nights
• Representation at local industry events to include: Naples Pier Rebuild Groundbreaking
Ceremony on January 5th; Commissioner Saunders’ TDC Orientation Meeting; Naples
Networking Event, January 21st; 2026 Chamber Annual Meeting January 29th
• ASAE CEO Symposium 2026 – Sponsorship, Networking and Welcome to 100 Association
Executives at Naples Grande Beach Resort January 15th
• TDC Meeting Tuesday, January 27th
• Met with The Ritz-Carlton, Naples team to include formal introduction to Tiffany Ryan,
Market Director, Sales & Marketing, Katelyn Bleiler, Market Director of Sales, Group; and
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Emmie Lancaster, PR/Media. Partner site visit of Bayfront Inn 5th Avenue with GM Katherine
Thompson
• Planning for upcoming travel and shows, to include Northstar Meeting Groups’ IPEC in
February, Retreats Resources in Texas in March, and Destinations (CVBs) of Florida Client
Event & FSAE Women’s Conference 2026 in Tallahassee in March.
Specialty Markets
Michelle Pirre, Sales Assistant
• Distributed 6 RFPs representing 275 total room nights with an estimated economic
impact (EIC) of $191,425.06. 3 previous RFPs were also converted to definite in January,
totaling 194 room nights and generating an estimated $150,380.51 in economic impact
for the destination.
• Supported the ad agency in discussions regarding wedding sponsorship opportunities
with Modern Luxury Bride, including potential tradeshow participation, event
sponsorships, and FAM tour opportunities with wedding planners.
• Assisted international partners by providing visitor guides and printable PDF collateral for
upcoming UK events, helping reduce county shipping expenses.
• Supported the implementation of Symphony with Tourism Economics within
IDSS/Tempest to enhance lead tracking and reporting accuracy.
Global Travel Trade
Claudia Wood, Global Sales Manager
• Attended the groundbreaking ceremony for the Naples Pier Rebuild Project.
• Met with Paradise and German office to discuss enhanced budget activities.
• Participated in the GTM Luxury Summit, meeting with 44 travel advisors through one-
on-one appointments over two days and engaging with more than 100 advisors overall,
maximizing destination exposure and strengthening relationships within the luxury
travel trade.
• Attended SKAL SWFL Chapter Dinner/Meeting $55 on p-card*.
• Met with the Expedia team to discuss overall destination performance and general
market conditions.
• Participated in the team site visit to the renovated Bayfront Inn with the new GM
Katharine Thompson *Due to Collier County policies and a review by the County Attorney’s office, free tickets to events and productions cannot be
accepted.
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Group Meetings & Sports
Tom Albrecht, Sales Manager
• Distributed 5 RFP’s with a potential of 3,277 room nights and an economic impact of
$2,712,939
• Attended and sponsored the 2026 Sports Express National Conference. Had
appointments with all 30 national sports organizations and rights holders. Most were
from the various sports of the U.S.A. Olympic Committees. There were only 60 sports
destinations so, in addition to the appointments, we all had a great amount of time to
network with all the sports planners.
• Conducting follow-up with the 60 sports planners from the Sports Express conference.
• Received request for funding for an NCAA basketball event for December 2026.
• Sent welcome notes and gifts to the CEO’s and ASAE staff attending the ASAE CEO Board
of Directors Symposium at the Naples Grand Resort.
• Continuing with site tours of hotels.
Arts & Culture
John Melleky, Arts and Culture Manager
• TDT Grants FY 25-26: Opened reimbursement process for the first quarter. Held a seminar on
January 9, 2026, for the grant organizations on the reimbursement process.
• ¡ARTE VIVA!: Held meeting on January 15, 2026, and reviewed advertising, current schedule of
events, and possible upcoming events. Framed some of the ¡ARTE VIVA! posters.
o Created Call to Artists for the 2026-2027 poster.
• Barron River Dredging: Held meetings about the Barron River Dredging project (Grant A request)
and preparation of materials for TDC and BCC agenda items.
• Notecards: Created the 2026 Notecard Call to Artists utilizing the theme of Flora and Fauna.
• Reviewed marketing plans for arts and culture for FY 26. Approved various cultural assets for
campaigns.
• Prepared materials and held Public Art Committee meeting on January 28, 2026.
• Attended 20 partner events, speaking engagements, tours, and outreach meetings. (P-Card – $94 -
The Mousetrap, Gulfshore Playhouse (first event in fiscal year, TDT Grant recipient); $149- & Juliet,
Artis--Naples, (first event in Broadway series in fiscal year)
• *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 for by TDT money is pre-
approved before the purchase occurs. Tickets are obtained for ¡ARTE VIVA! events, TDT Arts Grants funded projects, and to have at least
one visit to each arts organization a season. If organizations have multiple series, only one activity in each series is chosen.
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7
Finance and Operations
Jennifer Leslie, Operations Support Specialist I
• Reviewed, resolved and approved tourism invoices and P-Card transactions for
payment.
• Compiled, uploaded and monitored TDC reports and agenda items for next TDC
meeting.
• Monitoring Tourism registrations, memberships etc., spending against exemption limit
and yearly vendor limit.
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