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TDC Subcommittee Backup 07/28/2011 TDC SUBCOMMITTEE MEETING BACKUP DOCUMENTS JULY 28, 2011 COLLIER COUNTY BOARD OF COUNTY COMMISSIONERS TOURIST DEVELOPMENT COUNCIL SUBCOMMITTEE MEETING AGENDA JULY 28, 2011 9:30 AM— 12:00 PM 1. CALL TO ORDER—CHAIRMAN HILLER 2. CHANGES/APPROVAL OF AGENDA 3. APPROVAL OF TDC SUBCOMMITTEE MINUTES a. *Regular Meeting June 30, 2011 4. NEW BUSINESS a. Review and discussion of TDT Allocation, FY 12 Proposed Tourism, County Museum and Coastal Zone Management Budgets and Marketing Plan b. Industry Input from Tourism and Business Community Representatives regarding Destination Marketing 5. QUESTION & ANSWER PERIOD 6. SUBCOMMITTEE DISCUSSION 7. NEXT MEETING DATE/LOCATION a. Discuss Next Sub Committee Meeting Date, Location, Format and Agenda 8. ADJOURNMENT DISCUSSION TOPICS - 7/28/11 TDC SUBCOMMITTEE MEETING 1. In order to maintain our competitive position in the worldwide tourism marketplace, our Convention & Visitors Bureau must find new sources of revenue to fund destination advertising and promotional efforts to attract more short-term visitors on a year-round basis. 2. We currently have an annual average unsold accommodations inventory of about 40%. Filling a larger percentage of rooms each night would drive more revenue to businesses in our community and sustain year-round employment opportunities. 3. The lack of nighttime entertainment options in our community is a major drawback to future growth in visitation and limits our ability to attract more group meetings, international visitors and domestic travelers to our community. 4. Our public transportation system is not visitor friendly. Encouraging more taxi and van service, especially in the visitor activity areas of our community, will make our community more attractive to group and leisure visitors. 5. Our area needs additional direct air service into Ft. Myers International Airport (RSW), particularly from the west coast of the U.S. and Europe. More air carriers offering new direct air service to RSW will attract many more year-round group and leisure visitors. Print Message Page 1 of 1 From: "WertJack" <JackWert@colliergov.net> cc: "Green Kelly" <KellyGreen@colliergov.net> onebox* To: "WertJack" <JackWert@colliergov.net> Subject: FW: TDC Sub Committee Information for Review Part n Sent: Fri, JullS, 2011 3:49 Pf\1 Attac:hment(s): Coastal Zone Mgt FY 12 Proposed Budget.pdf [4.55 MB] Part III- Coastal Zone Mgt. Proposed Budget Thanks to those of you that attended our TDC Sub Committee meeting on June 30 and for your input on the discussion items the committee members have identified to date. For those that were unable to attend, please know you are also invited to attend our next meeting on July 28, beginning at 9:30 am at the North Collier Government Center. Several items were requested for distribution and review prior to the July 28 meeting. We are attaching the following in multiple e-mail messages due to the large file sizes: 1. The Naples, Marco Island, Everglades Convention & Visitors Bureau CVB Strategic Marketing Plan for the current fiscal year. Weare splitting that plan into two messages due to the size of the files. The first part includes the Plan Executive Summary, competitive destination analysis and overall objectives and strategies. The second part includes our tourism department's marketing segment plans and budgets and examples of current promotions to market this destination worldwide. 2. The Tourism Department, County Museum Department and the Coastal Zone Management Department budgets for next fiscal year (FY 12) as presented to the County Commission at their June Budget Workshops. 3. The current distribution of the Collier County 4% Tourist Development Tax based on revenue of approximately $13 million last fiscal year. Please review these attachments and come to the July 28th meeting with your comments or suggestions. Jack W. Wert, FCDME Executive Director Naples, Marco Island, Everglades Convention & Visitors Bureau 2800 N. Horseshoe Dr., Naples, FL 34104 239-252-2402 (0) * 404-1682 (cell) jackwert@colliergov.net Discover the Paradise Coast Under Florida Law. e-maii addresses are publiC records. If you do no! wan! your e-mail address released in response to a publiC records request. do not send electronic mail to this entity. Instead. contact this office by teiephone or in writing. http://www.onebox.com/net_ olm/mail_ PrintMsg.aspx?msgid=C 196328F78BB3A8B3187... 7/28/2011 Collier County Government I Fiscal Year 2012 Prellmmary Budget Public Services Division Museum FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Deparbnent Budgetary Cost Summary Actual Adopted Forecast Current Expanded Preliminary Change Personal Services 871,784 928,300 895.500 936,100 936,100 0.8% Operating Expense 314,645 439,600 393,600 456,600 456,600 3.9% Indirect Cost Reimburs 60,000 60,000 60,000 60,000 0.0% Capital Outlay 14,309 8,400 na Net Operating Budget 1,200,739 1,427,900 1,357,500 1,452,700 1,452,700 1.7% Trans to Tax Collector 28,284 35,900 28.700 28,700 28,700 (20.1%) Trans to General Fund 59,800 na Trans to 314 Museum Cap 200,000 100,000 100,000 100,000 100,000 0.0% Reserves For Contingencies 48,800 62,800 62,800 28.7% Reserve for Attrition (29,900) (29,900) na Total Budget 1,488,823 1,612,600 1,486,200 1,614,300 1,614,300 0.1% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Appropriations by Program Actual Adopted Forecast Current Expanded Preliminary Change Museum Fund (198) 1,200,739 1,427,900 1,357.500 1,452,700 1,452,700 1.7% Total Net Budget 1,200,739 1,427,900 1,357,500 1,452,700 1,452,700 1.7% Total Transfers and Reserves 288,084 184,700 128,700 161,600 161,600 (12.5%) Total Budget 1,488,823 1,612,600 1,486,200 1,614,300 1,514,300 0.1% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Deparbnent Funding Sources Actual Adopted Forecast Current Expanded Preliminary Change Tourist Devel Tax 1,414,214 1,435,500 1,502,400 1,435,500 1,435,500 0.0% Charges For Services 150 500 na Miscellaneous Revenues 3,935 400 na I nteresVM isc 1,156 800 na Trans frm Tax Collector 12,544 na Carry Forward 320,900 248,900 232,700 250,600 250,600 0.7% Negative 5% Revenue Reserve (71,800) (71,800) (71,800) 0.0% Total Funding 1,752,898 1,612,600 1,736,800 1,614,300 1,614,300 0.1% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Deparbnent Position Summary Actual Adopted Forecast Current Expanded Preliminary Change Museum Fund (198) 14.00 13.00 13.00 13.00 13.00 0.0% Total FTE 14.00 13.00 13.00 13.00 13.00 0.0% Fiscal Year 2012 50 Public Services Division Collier County Government Fiscal Year 2012 Preliminary Budget Public Services Division Museum Museum Fund (198) Mission Statement To preserve Collier County's non-renewable historical and archaeological resources and promote a fuller public knowledge and appreciation of our community's unique heritage and cultural development through the use of permanent and traveling exhibits, artifact, document and photographic collections, historic sites, visitor tours, historical research, school and educational programs, preservation and historic marker programs, community outreach, lectures, publications, and family-shared cultural events and activities. Program Summary Museums & Historic Sites Administration/Overhead Funding to administer and maintain the Museum's main facility, its historic sites, structures, markers and botanical gardens. To minimize loss and deterioration of the artifact and photographic collections, County documents, maps, records and other non-renewable historical, archeological and cu~ural resources. Collections, Exhibition & Information Services Provide regular operating schedule for public visitation, resources for exhibit research, exhibit development, professional management and conservation of the collections, and maintain permanent exhibits to interpret the history and development of Collier County for both residents and visitors. Education & Community Services Provides curriculum-based student programs, volunteer training, outreach activities and lectures to civic groups and organizations, special exhibitions, and family-centered leaming experiences such as the Old Florida Festival, Archaeology Fair, Native Plant Exhibition, Tamiami Trail Commemoration, and Roberts Ranch Historical Re-enactment. Museum of the Everglades Provide funding to maintain and operate a County Museum branch facility in Everglades City. The restored structure is a nationally recognized and registered historic landmark. Roberts Ranchllmmokalee Pioneer Museum Provide funding to develop, maintain and operate a County Museum branch facility at the Roberts Ranch in Immokalee. The restored property is a nationally recognized and registered historic landmark. Naples Depot Provide funding to develop, maintain and operate a County Museum branch facility at the Naples Depot. Marco Island Museum Provide funding to develop, maintain and operate a County Museum branch facility on Marco Island. Reserves/Transfers Current Level of Service Budget FY 2012 Total FTE 2.00 FY 2012 Budget 391,321 FY 2012 Revenues FY 2012 Net Cost 1,435,500 -1,044,179 3.00 349,146 349,146 1.00 77,333 77,333 2.00 175,200 175,200 2.00 173,900 173,900 2.00 189,400 189,400 1.00 96,400 96,400 161,600 178,800 -17,200 13.00 1,614,300 1,614,300 Fiscal Year 2012 51 Public Services Division Collier County Government Fiscal Year 2012 Preliminary Budget Public Services Division Museum Museum Fund (198) FY 2010 FY 2011 FY 2011 FY 2012 Program Performance Measures Actual Budget Forecast Budget # of Visitors 86,291 100,000 90,000 95,000 # of Visitors per FTE 7,191 8,333 6,923 7,307 % Conversion to LED Lighting 5 5 30 % Marco Exhibits Completed 10 15 30 % Non-County Visitors 65 67 67 70 FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Budgetary Cost Summary Actual Adopted Forecast Current Expanded Preliminary Change Personal Services 871,784 928,300 895,500 936,100 936,100 0.8% Operating Expense 314,645 439,600 393,600 456,600 456,600 3.9% Indirect Cost Reimburs 60,000 60,000 60,000 60,000 0.0% Capital Outlay 14,309 8,400 na Net Operating Budget 1,200,739 1,427,900 1,357,500 1,452,700 1,452,700 1,7% Trans to Tax Collector 28,284 35,900 28,700 28,700 28,700 (20.1%) Trans to General Fund 59,800 na Trans to 314 Museum Cap 200,000 100.000 100,000 100,000 100,000 0.0% Reserves For Contingencies 48,800 62,800 62,800 28.7% Reserve for Attrilion (29,900) (29,900) na Total Budget 1,488,823 1,612,600 1,486,200 1,614,300 1,614,300 0.1% Total FTE 14.00 13.00 13.00 13.00 13.00 0.0% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Funding Sources Actual Adopted Forecast Current Expanded Preliminary Change Tourist Devel Tax 1,414,214 1,435,500 1.502,400 1,435,500 1,435,500 0.0% Charges For Services 150 500 na Miscellaneous Revenues 3,935 400 na Interest/Mise 1,156 800 na Trans frm Tax Collector 12,544 na Carry Forward 320,900 248,900 232,700 250,600 250,600 0.7% Negative 5% Revenue Reserve (71,800) (71,800) (71,800) 0.0% Total Funding 1,752,898 1,612,600 1,736,800 1,614,300 1,614,300 0.1% Forecast FY 2011 - Forecast personal services expenditures are less than the adopted budget due to a vacant position at the Marco Island museum for a portion of the year. Forecast operating expenses are less than the adopted budget because the Naples Depot remained closed for the first quarter of the year for renovation work and installation of the museum's exhibits. Additionally. the Marco Island Museum did not open until the second quarter of FY 2011. The revenue forecast exceeds the adopted budgeted due to proceeds of a class action law suit in which the Museum received $62,441. Current FY 2012 - Personal services increased due to higher health insurance costs. No salary adjustments are budgeted. Budgeted operating expenses include $100,000 for marketing, promotion and advertisement, and $15,000 for temporary traveling exhibits. Also, operating expenses have increased due to adding the Marco Island Museum ($17,800) and the Naples Depot ($4,900) to the County's property insurance policy. Additionally, the Museum has reduced operating expenses in several areas in order to provide funding for much needed maintenance and repairs to the historic structures at Robert's Ranch and the Museum of the Everglades. Each of the museums will be allocated $20,000, which will allow for only the most critical repairs and will prevent more costly repairs in the future. Transfers include $28.700 to the Tax Collector for revenue collection services; and $100,000 to the Museum Capital Fund to complete exhibit Fiscal Year 2012 52 Public Services Division Collier County Government Fiscal Year 2012 Prelimlllary Budget Public Services Division Museum Museum Fund (198) construction at the Naples Depot, continue exhibit design and development at the Marco Island Museum and to install LED lighting at the Collier County Museum. Revenue is budgeted based on projections from the first six months of Tourist Tax collections received in FY 2011 and is expected to remain the same in FY 2012. Based upon historical information, the Museums need approximately $250,000 in carryforward to have sufficient cash to support operations until the Tourist Tax collections reach sufficient levels to replenish cash. Collections trend up beginning in January of each year. Fiscal Year 2012 53 Public Services Division Collier County Government Fiscal Year 2012 Preliminary Budget Public Services Capital Museum Capital FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Deparbnent Budgetary Cost Summary Actual Adopted Forecast Current Expanded Preliminary Change Operating Expense 514,321 na Capital Outlay 184,104 100,000 878.200 162,000 162,000 62.0% Net Operating Budget 698,425 100,000 878,200 162,000 162,000 62.0% Reserves For Contingencies 9,300 29,900 29,900 221.5% Total Budget 698,425 109,300 878,200 191,900 191,900 75.6% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Appropriations by Program Actual Adopted Forecast Current Expanded Preliminary Change Museum Capital Projects Fund (314) 698,425 100,000 878,200 162,000 162,000 62.0% Total Net Budget 698,425 100,000 878,200 162,000 162,000 62.0% Total Transfers and Reserves 9,300 29,900 29,900 221.5% Total Budget 598,425 109,300 878,200 191,900 191,900 75.6% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Deparbnent Funding Sources Actual Adopted Forecast Current Expanded Preliminary Change Miscellaneous Revenues 62.000 na Interest/Misc 7,465 500 10,500 10,500 10,500 2,000.0% Trans fm 198 Museum Fd 200,000 100,000 100,000 100,000 100,000 0.0% Trans fm 301 Co Wide Cap 150,000 na Trans fm 306 Pk & Rec Cap 50,000 na Carry Forward 1,078,500 8,800 787,600 81,900 81,900 830.7% Negative 5% Revenue Reserve (500) (500) na Total Funding 1,485,955 109,300 960,100 191,900 191,900 75.6% FY 2011 FY 2011 FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 CIP Category I Project Title Adopted Amended Forecasted Budget Budget Budget Budget Budget Museum Exhibit Development 446.817 446,800 12,000 Marco Museum 100,000 300,000 300,000 110,000 Museum Lighting 40,000 Naples Depot Restoration 131,441 131,400 X-fers/Reserves - Fund 314 9,300 9,300 29,900 Museum 109,300 887,557 878,200 191,900 Deparbnent Total Project Budget 109,300 887,557 878,200 191,900 Fiscal Year 2012 55 Public Services Capital Collier County Government Fiscal Year 2012 Preliminary Budget Public Services Capital Museum Capital Museum Capital Projects Fund (314) FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Budgetary Cost Summary Actual Adopted Forecast Current Expanded Preliminary Change Operaling Expense 514,321 na Capital Outlay 184,104 100,000 878,200 162,000 182,000 62.0% Net Operating Budget 698,425 100,000 878,200 162,000 162,000 62.0% Reserves For Contingencies 9,300 29,900 29,900 221.5% Total Budget 698,425 109,300 878,200 191,900 191,900 75.5% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Funding Sources Actual Adopted Forecast Current Expanded Preliminary Change Miscellaneous Revenues 62,000 na 'nterestlMisc 7,465 500 10.500 10,500 10,500 2,000.0% Trans 1m 198 Museum Fd 200,000 100,000 100,000 100,000 100,000 0.0% Trans 1m 301 Co Wide Cap 150,000 na Trans 1m 306 Pk & Rec Cap 50.000 na Carry Forward 1.078,500 8,800 787,600 81,900 81,900 830.7% Negative 5% Revenue Reserve (500) (500) na Total Funding 1,485,965 109,300 960,100 191,900 191,900 75.6% FY 2011 FY 2011 FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 CIP Category I Project Trtle Adopted Amended Forecasted Budget Budget Budget Budget Budget Museum Exhibit Development 446,817 446,800 12,000 Marco Museum 100,000 300,000 300.000 110,000 Museum Lighting 0 40,000 Naples Depot Restoration 131,441 131,400 X-Iers/Reserves - Fund 314 9,300 9,300 0 29,900 Museum 109,300 887,557 878,200 191,900 Program Total Project Budget 109,300 887,557 878,200 191,900 Fiscal Year 2012 56 Public Services Capital Collier County Government Fiscal Year 2012 thru 2016 Capital Improvement Program - Project Descriptions by CIP Category Project# Project TiUe I Description FY 2012 Preliminary Museum 50402 Exhibit Development Complete final phase of exhibit development at the Naples Depot Museum. Includes design, fabrication and installation of all remaining exhibit cases, graphic panels, and audio-visual elements. Marco Museum Design, construct and install permanent exhibits that reflect the history, archeology and development of Marco Island, This is the first phase of a multi-year project with a total estimated budget of $1.5 million. Museum Lighting Systematically replace and upgrade exhibit case and gallery lighting at all Museum facilities with solid state LED technology for enhanced presentation, improved artifact conservation, and greater efficiency and economy (6 to 8 year bulb life). This is a multi-year project. The main Museum will be upgraded first with LED lighting. X-fers/Reserves . Fund 314 Reserve for Future Capital Projects is recorded in this project. 12,000 80155 110,000 80196 40,000 99314 29,900 Total Museum 191,900 Fiscal Year 2012 57 CIP SUMMARY Collier County Government Fiscal Year 2012 Preliminary Budget Office of the County Manager Tourist Development Council (TDC) Dept FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 O&parbnent Budgetary Cost Summary Actual Adopted Forecast Current Expanded Preliminary Change Personal Services 602,280 808,300 592,100 580,800 580,800 (4.5%) Operating Expense 5,831,290 3,956,700 5,752,400 4,108,100 4,108,100 3.8% Indirect Cost Reimburs 78,700 78,700 135,300 135,300 71.9% Remittances 807,668 314,300 307,500 287,300 287,300 (8.6%) Net Operating Budget 7,041,238 4,958,000 6,730,700 6,111,500 6,111,500 3.1% Trans to Tax Collector 100,281 127,800 125,600 127,800 127,800 0.0% Trans to 184 TDC Promo 227,400 227,400 na Trans to 196 TDC Eco Disaster 285,800 344,800 513,000 43,000 43.000 (87.5%) Reserves For Contingencies 1,030,800 1,000,000 1,000,000 (3.0%) Total Budget 7,427,319 6,461,400 7,369,300 6,509,700 6,509,700 0,7% FY 2010 FY 2011 FV 2011 FY 2012 FY 2012 FY 2012 FY 2012 Appropriations by Program Actual Adopted Forecast Current Expanded Preliminary Change TDC Cat C - Non County Museum - Fd 607,668 314,300 307,500 288,500 288,500 (8.2%) (193) TOC Category B - Admin & Disaster 820,171 1,057.600 938,300 1,132,000 1,132,000 7.0% Recovery Transfer (194) TDC Disaster Recovery - Fund (196) 715,886 686,500 n" TDe Tourism Promotion - Fund (184) 4,897,513 3,586,100 4,798,400 3,691,000 3,691,000 2.9% Total Net Budget 7,041,238 4,958,000 6,730,700 5,111,500 5,111,500 3.1% Total Transfers and Reserves 386,os1 1,503,400 638.600 1,398,200 1,398,200 (7.0%) Total Budget 7,427.319 6.461,400 7,369,300 6,509,700' 6,509,700 0.7% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Oeparbnent Funding Sources Actual Adopted Forecast Current Expanded Preliminary Change Tourist Deval Tax 5,014,031 5.089,500 5,016,000 5,089,500 5,089.500 0.0% Intergovernmental Revenues 5,000 na Miscellaneous Revenues 35,179 20.000 28,000 20,000 20,000 0.0% Interest/Mise 23,577 5,000 5,700 5,000 5,000 0.0% Trans frm Tax Collector 44,473 na Trans fm 183 TDe Beach Pk 50.000 1,050.000 50,000 50,000 0.0% Trans fm 194 TDC Prom Fd 285,800 344,800 513,000 270,400 270,400 (21,6%) Trans 1m 195 TDC Cap Fd 1,000,000 150.000 150,000 150,000 150,000 0.0% Carry Forward 2,761,600 1,057,500 1,786,800 1,180,200 1,180,200 11.6% Negative 5% Revenue Reserve (255,400) (255,400) (255,400) 0,0% Total Funding 9,169,660 6,461,400 8,549,500 6,509,700 6,509,700 0,7% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Deparbnent Position Summary Actual Adopted Forecast Current Expanded Preliminary Change TDC Category B - Admin & Disaster 7.00 7.00 7,00 7,00 7.00 0.0% Recovery Transfer (194) Total FTE 7.00 7.00 7.00 7.00 7.00 0,0% Fiscal Year 2012 12 Office of the County Manager Collier County Government Fiscal Year 2012 Preliminary Budget Office of the County Manager Tourist Development Council (TOC) Oept TOC Cat C - Non County Museum - Fd (193) Mission Statement To provide funding for Non-County Museums. Program Summary FY 2012 Total FTE FY 2012 Budget 296,300 FY 2012 Revenues FY 2012 Net Cost Non-County Museums To allocate tourist tax revenues to Non-County Museums consistent with the Tourist Development Plan based on applications received. Current Level of Service Budget 296,300 296,300 296,300 FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Budgetary Cost Summary Actual Adopted Forecast Current Expanded Preliminary Change Indirect Cost Reimburs 1,200 1,200 na Remittances 607,668 314,300 307,500 287,300 287,300 (8.6%) Net Operating Budget 607,668 314,300 307,500 288,500 288,500 (8.2%) Trans to Tax Colleotor 6.125 7,800 7,800 7,600 7,800 0.0% Total Budget 613,793 322,100 315,300 296,300 296,300 (8.0%) FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Funding Sources Actual Adopted Forecast Current Expanded Preliminary Change Tourist Devel Tax 306,242 310.900 307,000 310,900 310.900 0.0% Interest/Mise 2,432 600 na Trans frm Tax Collector 2,716 na Carry Forward 311,000 26,700 8,600 900 900 (96.6%) Negative 5% Revenue Reserve (15.500) (15,500) (15,500) 0,0% Total Funding 622,390 322,100 316,200 296,300 296,300 (8.0%) During FY 2005, this fund was amended via budget amendment to provide for direct deposit of TDC County Owned Museum proceeds into Fund (198), in lieu of the previous method that transferred proceeds from Fund (193). This change allows County owned Museums to receive TDC dollars as they are coliected (monthly) and provided staff with a much simpler and direct budgeting methodology with elimination of the transfer. Forecast FY 2011 - Private remittance expense represents contributions based upon grant requests from one or more of the following non-county owned or operated museum organizations; Naples Botanical Gardens, Children's Museum, Holocaust Museum, Naples Art Association, and Rookery Bay. Eligible grant recipient's promote the cultural heritage and historical significance of the County. It is anticipated that sufficient cash will be available to satisfy payouts totaling $307,500. Current FY 2012 - With direct transfer ofTDC collections to County Owned Museum Fund (198), Fund (193) becomes a depository for Non-County owned Museum grant funding. Non County TDC revenues represent 4.764% of the initial 2-cent tourist tax collected. This percentage changed from 7.764% to 4.764% pursuant to BCC action on April 12, 2005. Non County Owned Museum TDC proceeds are budgeted at $310,900. Carry forward revenue is projected at $900. New grant funding totaling $287,300 is appropriated for FY 2012 and this is based upon collecting 95% of budgeted TDC revenue. Current funding applications totaling $287,300 have been received from the Children's Museum, Holocaust Museum, Naples Art Association, Rookery Bay, and the Naples Botanical Garden. Fiscal Year 2012 13 Office of the County Manager Collier County Government Fiscal Year 2012 Preliminary Budget Office of the County Manager Tourist Development Council (TDC) Dept TOC Category B . Admin & Disaster Recovery Transfer (194) Mission Statement Administration and overhead to facilitate tourism promotion in Collier County In the shoulder season and off-season through advertising, direct marketing and special events, FY 2012 FY 2012 FY 2012 FY 2012 Program Summary Total FTE Budget Revenues Net Cost Administration and Overhead 7.00 1,169,900 1,169,900 Transfer to Disaster Recovery Fund (196) 43,000 43,000 Tranfer to Marketing & Promotion Fund (184) 227,400 227,400 Current Level of Service BUdget 7.00 1,440,300 1,440,300 FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Budgetary Cost Summary Actual Adopted Forecast Current Expanded Preliminary Change Personal Services 602,280 608,300 592,100 580,800 580,800 (4.5%) Operating Expense 217,891 370,600 267,500 450,100 450,100 21.5% Indirect Cost Reimburs 78,700 78,700 101,100 101,100 28.5% Net Operating Budget 820,171 1,057,600 938,300 1,132,000 1,132,000 1.0% Trans to Tax Collector 29,873 37,900 37,400 37,900 37.900 0.0% Trans to 184 TDG Promo 227,400 227,400 ns Trans to 196 TDC Eco Disaster 285,800 344,800 513,000 43,000 43,000 (87.5%) Total Budget 1,13&,844 1,440,300 1,488,700 1,440,300 1,440,300 0.0% Total FTE 7.00 7,00 7.00 7.00 7,00 0,0% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Funding Sources Actual Adopted Forecast Current Expanded Preliminary Change Tourist Devel Tax 1,493,667 1,516,100 1,495,000 1,516,100 1,516,100 0.0% Miscellaneous Revenues 44 na Interest/Misc 3.666 na Trans frrn Tax Collector 13,248 ns Carry Forward 19,500 (6,300) na Negative 5% Revenue Reserve (75,600) (75,600) (75,800) 0.0% Total Funding 1,530,125 1,440,300 1,488,700 1,440,300 1,440,300 0.0% The Board of County Commissioners authorized collection of an additional one (1) percent tourist tax - fourth penny - on July 26, 2005. Proceeds from this fourth penny are devoted exclusively to tourism marketing and promotion. Pursuant to terms contained within ordinance 2005-43, collections began on October 1, 2005. This ordinance provided that the existing 23.236% of the first two (2) percent collected will be allocated to Fund (194) Administrative and Overhead expenses: Replenish the Disaster Recovery Fund (196): and provide supplemental dollars to Beach Re-nourishmenllPass Maintenance (Fund 195) and Beach Park Facility (Fund 183) initiatives, With passage of Ordinance 2011-02 on January 25, 2011, the distribution requirements changed. Now, all year ending proceeds within Fund 194 will be swept to Disaster Recovery Fund (196) in an amount sufficient to achieve a $1,000,000 cash balance. Thereafter, Marketing and Promotion Fund (184) will receive all remaining swept dollars, Forecast FY 2011 . Staffing is authorized at7.0 FTE's and personal service expenses are projected slightly below budget. This current staffing accounts for action by the Board of County Commissioners on July 22,2008 which provided for an additional one haif (1/2) FTE as part of a tourism advertising and marketing emergency stimulus package. Operating expenses are limited to fund overhead expenses such as contractual services, rent, electricity, indirect and direct county support charges, printing and publications, copying, etc. Operating expenses are forecast below budget Fiscal Year 2012 14 Office of the County Manager Collier County Government Fiscal Year 2012 Preliminary Budget Office of the County Manager Tourist Development Council (TDC) Dept TDC Disaster Recovery - Fund (196) Mission Statement To assist economic recovery in the event of a natural disaster. Program Summary FY 2012 Total FTE FY 2012 Budget 1,000,000 FY 2012 Revenues FY 2012 Net Cost Advertising after a Disaster To establish a reserve for advertising to be used in the event of a natural disaster. 1,000,000 Current Level of Service Budget 1,000,000 1,000,000 FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Budgetary Cost Summary Actual Adopted Forecast Current Expanded Preliminary Change Operating Expense 715,886 886,500 no Net Operating Budget 715,886 586,500 na Reserves For Contingencies 1,030,800 1,000,000 1,000,000 (3.0%) Total Budget 715,886 1,030,800 686,500 1,000,000 1,000,000 (3.0%) FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Funding Sources Actual Adopted Forecast Current Expanded Preliminary Change MIscellaneous Revenues 350 no InterllstlMisc 4,454 no Trans 1m 194 TOe Prom Fd 285,800 344,800 513,000 43,000 43,000 (87.5%) Carry Forward 1,107,500 686,000 1,130,500 957,000 957,000 39.5% Total Funding 1,398,104 1,030,800 1,643,500 1,000,000 1,000,000 (3.0%) Expenses within this fund represent costs to develOp the emergency advertising campaign, in order to promptly respond to any disaster _ natural or economic - Which adversely impact tourism in Collier County. In March 2005, the Board of County Commissioners approved - based on an emergency designation - the expenditure of up to an additional $500,000 for use in promoting Collier County as a tourist destination in the wake of four (4) hurricanes during the 2004. Similarly, the BCC during FY 09, approved an emergency advertising stimulus package responding to the economic recession and its negative effects upon tourism travel and leisure spending. The use of emergency advertising dollars totaling $1,066.000 continued in FY 10 under Board authorization recognizing the global economic slowdown. In FY 11, $500,000 of emergency reserves was once again dedicated to marketing the destination in anticipation of building tourism visitation in the wake of a stagnate economy. Current FY 2012 - Pursuant to Ordinance 2005-43, Tourism Disaster Recovery Fund (196) received $500,000 per year as a transfer from Tourism Administration and Overhead Fund (194) beginning in FY 06 and this transfer amount (or some lesser amount) continued for three (3) years until reserves in Fund (196) reached $1,500,000. Reserves reached $1,500,000 at fiscal year ending 2008. With passage 01 Ordinance 2011-02, the required fund balance ceiling within the disaster recovery fund was dropped to $1,000,000. It is anticipated that all available fund balance at year ending 9/30/11 within Fund (194) projected at $513,000 will be swept to Fund (196). Beginning FY 12 cash on hand is estimated at $957,000 and the required year ending FY 12 transfer will therefore total $43,000. This plan assumes that no further draw on disaster reserves will be required in FY 12. Fiscal Year 2012 16 Office of the County Manager Collier County Government Fiscal Year 2012 Preliminary Budget Office of the County Manager Tourist Development Council (TDC) Dept TOC Tourism Promotion - Fund (184) Mission Statement To promote year-round, distinctive, world-class vacation and group meeting experiences, which result in positive economic growth and stability for Collier County. Current Level of Service Budget FY 2012 FY 2012 FY 2012 FY 2012 Total FTE Budget Revenues Net Cost 3,263,600 3,263,600 82,100 82,100 427,400 427,400 3,773,100 3,773,100 Program Summary Advertising/Marketing/Promotion To allocate tourist tax revenues from the Dedicated 4th penny consistent with the Tourist Development and Marketing Plan. Transfer to Tax Collector Net Transfers From Tourist Tax Funds FY 2010 FY 2011 FY 2011 FY 2012 Program Performance Measures Actual Budget Forecast Budget Economic Impact. % Increase 3.40 2.00 3.50 4.00 Hotel Room Nights 2,100,000 2,150,000 2,150,000 2,200,000 Number of Visitors 1.383,500 1,400,000 1,400.000 1,450,000 FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Budgetary Cost Summary Actual Adopted Forecast Current Expanded Preliminary Change Operating Expense 4,897,513 3,586.100 4,71)8,400 3,658,000 3,658,000 2.0% Indirect Cost Reimburs 33,000 33,000 na Net Operating Budget 4,897,513 3,586,100 4,798,400 3,691,000 3,691,000 2.9% Trans to Tax Collector 64,282 82.100 80,400 82,100 82,100 0.0% Total Budget 4,961,795 3,668,200 4,878,800 3,773,100 3,773,100 2.9% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Funding Sources Actual Adopted Forecast Current Expanded Preliminary Change Tourist Devel Tax 3.214,122 3,262,500 3,214,000 3.262,500 3,262,500 0.0% Intergovernmental Revenues 5,000 na Miscellaneous Revenues 34,784 20,000 28,000 20,000 20,000 0,0% interest/Mise 13.026 5,000 5,100 5,000 5.000 0.0% Trans frm Tax Collector 28,508 na Trans 1m 183 TDC Beach Pk 50,000 1,050.000 50,000 50,000 0.0% Trans fro 194 TDC Prom Fd 227,400 227,400 na Trans fm 195 TDC Cap Fd 1,000,000 150,000 150,000 150,000 150,000 0.0% Carry FOlWard 1,323.600 344,800 654,000 222,300 222,300 (35.5%) Negative 5% Revenue Reserve (164,100) (164,100) (164,100) 0,0% Total Funding 5,619,041 3,668,200 5,101,100 3,773,100 3,773,100 2.9% The Board of County Commissioners authorized collection of an additional one (1) percent tourist tax - fourth penny - on July 26, 2005. Proceeds from this fourth penny by ordinance is devoted exclusively to marketing and promotion. Pursuant to terms contained within Ordinance 2005-43, colledions began on Odober i, 2005. r:'urther regulation on the distribution of swept proceeds from Administrative and Overhead Fund (194) is contained within Ordinance 2011-02 Forecast FY 2011 - TDC collections from the 4th penny are forecast at 98% of budget - well within the 5% revenue reserve. Tourist visitation has been steady during the current season and it is anticipated that enhanced marketing efforts will allow the trend to continue into the Fiscal Year 2012 17 Office 01 the County Manager Collier County Government Fiscal Year 2012 Preliminary Budget Public Services Capital TOC Capital FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Deparbnent Budgetary Cost Summary Actual Adopted Forecast Current Expanded Preliminary Change Personal Services 464,529 460,800 492,600 460,700 460,700 0.0% Operating Expense 1,530,655 43,900 63,600 259,900 259,900 492.0% Indirect Cost Reimbur$ 117,700 125,000 116,800 116,800 (0.8%) Capital Outlay 197.206 7,017,500 18,126,100 3,742,200 3,742,200 (46,7%) Remittances 25,000 25,000 na Net Operating Budget 2,192,390 7,639,900 18,807,300 4,604,600 4,604,600 (39.7%) Trans to Tax Collector 128,565 163.100 161,000 163.100 163,100 0.0% Trans to 001 General Fund 163.000 164.600 164,600 168,100 168,100 2.1% Trans to 164 TDG Promo 1,000,000 200.000 1,200,000 200,000 200,000 0.0% Reserves For Contingencies 146,000 202,500 202,500 38,7% Reserve for Reimb to State 3,400,000 3,400.000 na Reserves For Capital 16,025,700 20,093,700 20,093,700 25.4% Total Budget 3,483,955 24,339,300 20,332,900 28,832,000 28,832,000 18.5% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Appropriations by Program Actual Adopted Forecast Current Expanded Preliminary Change TOC Beach Capital (195) 1,615,466 2,497,300 7,679,200 2,620,500 2,620,500 4. SOlO TOC Park Beaches Fund (183) 576,924 5,142,600 11,128,100 1,984,100 1,984,100 (61.4%) Total Net Budget 2,192,390 7,639,900 18,807,300 4,604,600 4,604,600 (39.7%) Total Transfers and Reserves 1,291,565 16,699,400 1,525,600 24,227,400 24,227,400 45.1% Total BUdget 3,483.955 24,339,300 20,332,900 28,832,000 28,832,000 18,5% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Deparbnent Funding Sources Actual Adopted Forecast Current Expanded Preliminary Change Tourist Oevel Tax 6,428,245 6,525,100 6,220,400 6,525,100 6,525,100 0.0% Intergovemmental Revenues 122,225 2,892,000 (100.0%) FEMA - Fed Emerg Mgt Agency 9,731,561 na Miscellaneous Revenues 28,148 17,600 50,000 50,000 na Interest/Mise 178,161 200,000 200,100 200,000 200,000 0.0% Relmb From Other Oepts 5,563 1.900 1,500 1,500 na Trans frm Tax Collector 57,017 na Carry Forward 23,664,300 15,048,500 36,554,500 22,381,700 22,381,700 48.7% Negative 5% Revenue Reserve (326,300) (326,300) (326,300) 0.0% Total Funding 40,215,218 24,339,300 42,994,500 28,832,000 28,832,000 18.5% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Department Position Summary Actual Adopted Forecast Current Expanded Preliminary Change TOC Beach Capital (195} 5.00 5.00 5.00 5.00 5.00 0.0% Totat FrE 5.00 5.00 5.00 5.00 5.00 0.0% Fiscal Year 2012 Capital-16 Public Services Capital Collier County Government Fiscal Year 2012 Preliminary Budget Public Services Capital TOC Capital FY 2011 FY 2011 FY 2011 I'Y 2012 FY 2013 FY 2014 FY 2015 I'Y 2015 CIP Category / Project Title Adopted Amended Forecasted Budget Budget Budget Budget Budget Tourist Development Council - Beaches (195) Beach Cleaning Operations 135,000 211,507 211,500 135,100 Beach Tilling 17 ,500 17,500 18,900 17,500 Breakwaters & Jetties of South Beach 750,000 750.000 City Beach Cleaning Operations 75,900 150,940 150.900 City/County Beach Monitoring 260,000 260,000 260.000 267,800 Clam Pass Beach Renourishment 50,016 50,000 Clam Pass Ebb Tide S 92,888 92.900 Clam Pass Water Quality Modeling 50,000 50,000 Co Beach Analysis & Design 300.000 300,000 300,000 Collier Beach Design! Permitting 140,000 140.000 600,000 CountyiNaples Beach Renourishmenl 196,195 196,200 76,900 Doctor's Pass Jetty Re-build 250,000 250,000 Doctor's Pass Maintenance Dredging 26,910 26,900 FEMA Hurricane 22,244 22.200 Hideaway Beach Erosion Control 1,200,000 1,200,000 Structures Laser Grading North Marco Beach 20,000 Marco Beach Breakwater Analysis/Design 150,000 150,000 150,000 300.000 Marco Breakwater Design/Permitting 195,197 195,200 Naples Conceptual Drainage Design 41,322 41,300 Naples Pier Annualized Repair and 55,000 110,000 110,000 55,000 Maintenance Near Shore Hard bottom Monitoring 60,787 60,800 30,000 North Truck Haul Renourishment 1.365,968 1,366,000 350,000 TDC Administration 628,900 654,732 680.400 618,200 Tigartail Beach 8. Sand Placement Study 44,799 44,800 25,000 Tigertail Walkway Design 26,357 26,400 Vand. Beach Parking Garage 247.943 234,900 Vegetation Repairs - Exotic Removal 75,000 80.640 80,600 75.000 Wiggins Pass Dredging 750,000 750,639 762,300 50,000 Wiggins Pass Master Plan Eng & 131,797 131,800 Permitting Wiggins Pass Modeling 125,181 125,200 X-fers/Reserves - Fund 195 16,5S5,600 16,595,632 423,900 24,067,100 Tourist Development Council . 19,092,900 24,299,193 8,103.100 26,687,600 Beaches (195) Tourist Development Council. Park Beaches (183) Barefoot ADA Ramp Re-Work 20,000 Barefoot Beach - Third Parking Lot 688 Reshell Barefoot Beach Parking Improvement 150,000 Barefoot Engineering and Permit 25,000 Barefoot Entrance Sign 20,000 Barefoot Tiki Rook Repair 20,000 Barefoot Toll Booth Chemical Toilet 40,000 Barefoot Toll Booth Replacement 150,000 Clam Pass Southern Boardwalk 1,623,536 1,623,500 Conner Park Expansion 7,703 4,000 Conner Park Shelter and Bathroom 50,000 Delnor Wiggins State Park Entrance 750,000 750,000 Gulf Shore Property Acquisition 3,304,300 2,304,300 2,304,300 950,000 Gulf Shore Property Improvements 1,000,000 1,000,000 1,000,000 Fiscal Year 2012 Capital-17 Public Services Capital Collier County Government Fiscal Year 2012 Preliminary Budget Public Services Capital TOC Capital FY 2011 FY 2011 FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 CIP Category J Project Title Adopted Amended Forecasted Budget Budget Budget Budget Budget Tourist Development Council - Park Beaches (183) Gulf Shore Trolley 125,000 125,000 125,000 Marco Beach Bathroom 8. Access Imp 100,000 100,000 100,000 Master Meters for Beach Parks 2,585 New Clam Bay Facility Turnaround and 500,000 Park Operating Project 183 7,300 7,300 7,300 9,100 Remaining Vanderbilt Beach Access 650,000 650,000 Seagate Access Bathroom 50,000 Tigertail Beach Playground Equipment 2 Tigertail Restroom and Pedestrian 2,235,4 95 2.235,500 Boardwalk Vanderbilt Beach Access Number 8 230,000 1,088,186 1,088,200 Vanderbilt Pedestrian Access Number 3 17,333 2,200 Vanderbilt Restroom Expansion Re-Work 376,000 1,238,126 1,236,100 X-fersJReserves - Fund 183 103,800 1.103,800 1,101,700 160,300 Tourist Development Council - Park 5,245,400 12,254,053 12,229,800 2,144,400 Beaches (183) Department Total Project Budgllt 24,339,300 36,553,246 20,332,900 28,832,000 Fiscal Year 2012 Capital-18 Public Services Capital Collier County Government FIscal Year 2012 Preliminary Budget Public Services Capital TDC Capital Toe Park Beaches Fund (183) FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Budgetary Cost Summary Actual Adopted Forecast Current Expanded Preliminary Change Operating Expense 463,552 na Indirect Cost Reimburs 7,300 9,100 9,100 na Capital Outlay 113,372 5,142,600 11,120,800 1,975,000 1,975,000 (61,6%) Net Operating Budget 576,924 5,142,600 11,128,100 1,984,100 1,984,100 (61.4%) Trans to Tax Collector 42,426 53,800 51,700 53,800 53.800 00% Trans to 184 TDC Promo 50,000 1,050.000 50,000 50,000 0.0% Reserves For Contingencies 56.500 56,500 na Total Budget 619,350 5,246,400 12,229,800 2,144,400 2,144,400 (59,1%) FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Funding Sources Actual Adopted Forecast Current Expanded Preliminary Change Tourist Devel Tax 2,121.321 2,153,300 2,067,200 2,153,300 2,153,300 0.0% Miscellaneous Revenues 12.900 na interesl/Mise 66,504 50.000 50.100 50,000 50,000 0.0% Trans frm Tax Co; lector 18,815 n8 Carry FOlWard 8,561,000 3.150,800 10,148,300 48,800 48,800 (98.5%) Negative 5% Revenue Reserve (107,700) (107,700) (107,700) 0.0% Total funding 10,767,640 5,246,400 12,278,500 2,144,400 2,144,400 (59.1%) Fiscal Year 2012 Capital-19 Public Services Capital Collier County Government Fiscal Year 2012 Preliminary Budget Public Services Capital TOC Capital TOC Park Beaches Fund (183) FY 2011 FY 2011 FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 CIP Category I Project Title Adopted Amended Forecasted Budget Budget Budget Budget Budget Tourist Development Council - Park Beaches (183) Barefoot ADA Ramp Re-Work 0 20,000 Barefoot Beach - Third Parking Lot 688 0 Reshell Barefoot Beach Parking Improvement 0 150,000 Barefoot Engineering and Permit 0 25.000 Barefoot Entrance Sign 0 20,000 Barefoot Tiki Rook Repair 0 20,000 Barefoot Toll Booth Chemical Toilet 0 40,000 Barefoot Toll Booth Replacement 0 150.000 Clam Pass Southern Boardwalk 1,623,536 1,623,500 Conner Park Expansion 7,703 4,000 Conner Park Shelter and Bathroom 0 50,000 Delnor Wiggins State Park Entrance 750,000 750,000 Gulf Shore Property Acquisition 3,304,300 2,304,300 2,304,300 950,000 Gulf Shore Property Improvements 1,000,000 1,000,000 1,000,000 Gulf Shore Trolley 125,000 125,000 125,000 Marco Beach Bathroom & Access Imp 100,000 100,000 100,000 Master Meters for Beach Parks 2,585 0 New Clam Bay Facility Tumaround and 0 500.000 Park Operating Project 183 7,300 7,300 7,300 9,100 Remaining Vanderbilt Beach Access 650,000 650,000 Sea gate Access Bathroom 0 50,000 Tigertail Beach Playground Equipment 2 0 Tigertail Restroom and Pedestrian 2,235,495 2,235,500 Boardwalk Vanderbilt Beach Access Number 8 230,000 1,088,186 1,088,200 Vanderbilt Pedestrian Access Number 3 17,333 2,200 Vanderbilt Restroom Expansion Re-Work 376,000 1,238,126 1,238,100 X-fers/Reserves - Fund 183 103,800 1,103.800 1,101,700 160,300 Tourist Development Council- Park 5,246.400 12,254,053 12,229,800 2,144,400 Beaches (183) Program Total Project Budget 5,246,400 12,254,053 12,229,800 2,144,400 Beach Park Facility Fund (183) was authorized by the Board of County Commissioners in December, 2005 providing a mechanism to budget and account for revenues and corresponding expenses associated with beach access and beach park facility initiatives. This action was pursuant to Bee funding guidelines and the necessity to budget and financially account forthis important public purpose. Forecast FY 2011 - Forecast revenue includes a substantial growing carry forward from fiscal year ending 2010 equal to $10,148,300 plus annual tourist tax revenue in the amount of $2,067,200 which is deposited directly in to Fund (183). Fund balance from year ending 2009 to 2010 grew by $1,587,300 and reflects the timing and payouts of active projects versus budget. Actual operating expenses are modest and a FY 2011 project correction budget amendment is planned re-directing funds to reserves. The forecast revenue transfer from Tourism Fund (194) totals $0 consistent with ordinance 2011-02. Tourism Fund (196) emergency advertising dollars are replenished from Fund (194) until a fund balance of $1,000,000 is achieved. Thereafter, dollars are directed to tourism advertising and promotion. Current FY 2012 - While beach facility improvements will continue, substantial appropriations "''IiII be set aside to purchase beach access property and improve access to Barefoot Beach. Fund revenues include one-third of Category A Tourist Tax collections pursuant to policy guidelines, modest interest income which is transferred to tourism advertising fund (184) pursuant to Board action and carry forward revenue, Tourist tax revenue is projected at FY 2011 levels. Fiscal Year 2012 Capital-20 Public Services Capital Collier County Government Fiscal Year 2012 thru 2016 Capital Improvement Program - Project Descnptions by CIP Category 80195 80194 80186 80193 80192 80191 80190 80189 88027 80187 31183 80188 99183 Projecl# Project Title I Description FY 2012 Preliminary Tourist Development Council - Park Beaches (183) Barefoot ADA Ramp Re-Work Barefoot Beach Parking Improvement Barefoot Engineering and Permit Barefoot Entrance Sign Barefoot Tiki Rook Repair Barefoot Toll Booth Chemical Toilet Barefoot Toll Booth Replacement Conner Park Shelter and Bathroom Gulf Shore Property Acquisition Gulf Shore Property Acquisition. New Clam Bay Facility Turnaround and Park Operating Project 183 Non-project specific expenses are recorded here for example administrative cost. Seagate Access Bathroom X-fersfReserves - Fund 183 Reserves for Future Capital Projects are recorded in this project. Total Tourist Development Council- Park Beaches (183) 20,000 150,000 25,000 20,000 20,000 40,000 150,000 50,000 950,000 500,000 9,100 50,000 160,300 2,144,400 Fiscal Year 2012 CIP Summary Reports CapitaJ...21 Collier County Government Fiscal Year 2012 Preliminary Budget Public Services Capital TOC Capital TOC Beach Capital (195) FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Budge1ary Cost Summary Actual Adopted Forecast Current Expanded Preliminary Change Personal Services 484,529 460.800 492,600 460,700 460,700 0.0% Operating Expense 1,067,103 43.900 63,600 259,900 259,900 492.0% Indirect Cost Reimburs 117,700 117,700 107,700 107,700 (8.5%) Capital Outlay 83,834 1,874.900 7,005,300 1.767,200 1.767,200 (5.7%) Remittances 25,000 25,000 na Net Operating Budge1 1,615,466 2,497,300 7,679,200 2,620,500 2,620,500 4,9% Trans to Tax Collector 86,138 109,300 109.300 109.300 109,300 0.0% Trans to 001 General Fund 163,000 184,600 164,600 168,100 168,100 2.1% Trans to 184 TDC Promo 1,000,000 150,000 150,000 150,000 150,000 0.0% Reserves For Contingencies 146,000 146,000 146,000 0.0% Reserve for Reimb to State 3,400,000 3,400,000 na Reserves For Capital 16,025,700 20,093.700 20,093,700 25,4% Total Budget 2,864,605 19,092,900 8,103,100 26,687,600 26,687,600 39.8% T etal FTE 1;'00 5.00 5.00 5.00 5.00 0.0% FY 2010 FY 2011 FY 2011 FY 2012 FY 2012 FY 2012 FY 2012 Program Funding Source$ Actual Adopted Forecast Current Expanded Preliminary Change Tourist Devel Tax 4,306,924 4,371,800 4,153,200 4,371,800 4,371.800 0.0% Intergovernmental Revenues 122,225 2,892,000 (100.0%) FEMA - Fed Emerg Mgt Agency 9,731,561 na Miscellaneous Revenues 28,148 4,700 50,000 50,000 na Interest/Mise 111.657 150,000 150,000 150,000 150,000 0.0% Reimb From Other Depts 5.563 1,900 1,500 1,500 na Trans fon Tax Collector 38,201 na Carry Forward 15.103,300 11.897,700 26,406,200 22,332,900 22,332,900 87.7% Negative 5% Revenue Reserve (218,600) (215.600) (218.600) 0.0% Total Funding 29,447,578 19,092,900 30.716,000 26,687.600 26.687,600 39.8% Fiscal Year 2012 Capital-22 Public Services Capital Collier County Government Fiscal Year 2012 Preliminary Budget Public Services Capital TOC Capital TOC Beach Capital (195) FY 2011 FY 2011 FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 CIP Category I Project Title Adopted Amended Forecasted Budget Budget Budget Budget Budget Tourist Development Council - Beaches (195) Beach Cleaning Operations 135,000 211.507 211,500 135,100 Beach Tilling 17,500 17,500 18,900 17,500 Breakwaters & Jetties of South Beach 750,000 750,000 City Beach Cleaning Operations 75,900 150,940 150,900 City/County Beach MonitorinG 260,000 260,000 260,000 267,800 Clam Pass Beach Renourishment 50,016 50,000 Clam Pass Ebb Tide S 92,888 92,900 Clam Pass Water Quality Modeling 50,000 50,000 0 Co Beach Analysis & Design 300,000 300,000 300,000 Collier Beach Design! Permitting 140,000 140,000 600,000 County/Naples Beach Renourishment 196,195 196,200 76,900 Doctor's Pass Jetty Re-build 250,000 250,000 Doctor's Pass Maintenance Dredging 26,910 26,900 FEMA Hurricane 22,244 22,200 Hideaway Beach Erosion Control 1,200,000 1,200,000 Structures Laser Grading North Marco Beach 0 20.000 Marco Beach Breakwater 150,000 150,000 150,000 300,000 Analysis/Design Marco Breakwater DesignlPermiWng 195,197 195,200 Naples Conceptual Drainage Design 41,322 41,300 Naples Pier Annualized Repair and 55,000 110.000 110.000 55,000 Maintenance Near Shore Hard bottom Monitoring 60,787 60,800 30,000 North Truck Haul Renourishment 1,365,968 1,366,000 350,000 TDC Administration 628,900 654,732 680,400 618,200 Tigartail Beach & Sand Piacement Study 44,799 44,800 25,000 Tigertall Walkway Design 26,357 26.400 Vand. Beach Parking Garage 247,943 234,900 Vegetation Repairs - Exotic Removal 75,000 80,640 80,600 75,000 Wiggins Pass Dredging 750.000 750,639 762,300 50,000 Wiggins Pass Master Plan Eng & 131,797 131,800 Permitting Wiggins Pass Modeling 125,181 125,200 X-fers/Reserves - Fund 195 16,595,800 16.595,632 423,900 24,067,100 Tourist Development Council- Beaches 19,092,900 24,299,193 8,103,100 26,687.800 (195) Program Total Project Budget 19,092,900 24,299,193 3,103,100 26,637,600 During FY 2006, the Board of County Commissioners authorized the segregation of funds collected for beach access/beach park facilities from funds collected for beach re nourishment/pass maintenance activities. The fact that dollars dedicated to beach park facilities were co-mingled with beach re nourishment funds proved problematic in identifying compliance with beach re nourishment reserve guidelines and in identifying funds available for beach access initiatives. Beach Park Facilities Fund (183) allows staff to budget and finandally account for revenues and expenditures devoted to beach re nourishment/pass maintenance and beach park facilities projects, Beach rc nourishment/pass maintenance was consolidated under a new coastal zone management function during FY 07 with management responsibility under the Public Services Division, Forecast FY 2011 - Personal Services are projected over budget reflecting the use of job bank personnel to assist with beach cleaning and FEMA grant record keeping. Other salary expense should be offset partially by the seperation of one (1) FTE mid year. This is one of the few capital funds that contain personal service and operating expense which is subject to project roll The roll from FY 2010 into FY 2011 totaled $12,300, Project Expenses and Transfers FY 2011 - Noteworthy project appropriations in FY 2011 included Wiggins Pass Dredging, Funding was also concentrated in the areas of beach maintenance activities and permit compliance monitoring. Transfers include: $150,000 interest income re-direct to support tourism advertising and promotion; the Sea Turtle Monitoring program al $164,600, and $109,300 to offset tax collector expense. Fiscal Year 2012 Capitaf..23 Public Services Capital Collier County Government Fiscal Year 2012 thru 2016 Capital Improvement Program - Project Descriptions by CIP Category 90533 80171 90536 80096 90527 72 80166 90096 90033 88030 90020 70003 90044 90522 99195 Fiscal Year 2012 ProJect# Project Title I Description FY 2012 Preliminary Tourist Development Council - Beaches (195) Beach Cleaning Operations This is an ongoing project for Collier County and Marco Island beach cleaning. This project maintains the beaches and equipment that is necessary for these operations. Beach Tilling City/County Beach Monitoring Collier Beach Design/ Permitting With Tropical Storm Fay FEMA approval, Collier County has the opportunity to re-evaluate its beach design and re-permit a more robust beach fill section for hot spots and/or other beach sections. This funds that activity. County/Naples Beach Renourishment Laser Grading North Marco Beach Marco Beach Breakwater Analysis/Design Naples Pier Annualized Repair and Maintenance The activity description for this project includes labor and material for the upkeep and safety of the pier. The pier is a public access beach facility as a tourist attractor and destination. The pier structure has a shoreline erosion control and beach preservation effect. Additionally, the public safety through the continued maintenance of the pier is of paramount importance. Repair and maintenance areas include responsibility and public safety of pier structure, wooden deck, restrooms and storage facilities as well as water and electrical systems related to the pier's use as a fishing, tourist and beach preservation structure. Near Shore Hard bottom Monitoring This Biological Monitoring includes the Artificial Reef but not sonar verification of the hard bottom and/or ground truthing. North Truck Haul Renourishment TDC Administration This item includes a total of 5 employees for personal services totaling $460,700, office operating expenses totaling $49,800, and Indirect Cost allocation totaling $107.700 for a total of $618,200. Tigartail Beach & Sand Placement Study Vegetation Repairs - Exotic Removal Dune planting and exotic removal greatly contributes to a healthy beach environment. Each year the county sets aside $75,000 to repair dune vegetation and remove exotics on all our county beaches. Wiggins Pass Dredging X-fers/Reserves - Fund 195 The Interfund Transfers and Reserves for TDC - Beaches Fund 195 are for the following items: $ 168,100 Transfer to General Fund (001) for Sea Turtle Monitoring $ 109,300 Transfer to Tax Collector (for the collection ofTDC money) $ 150,000 Transfer to TDC Promotion Fund (184) $ 5,000,000 Reserve for a catastrophic event. $12,000,000 Reserve for major beach renourishment $ 79,000 Reserve for Category 0 pier $ 3,400,000 Reserve for State Reimbursement $ 3,160,700 Reserve for Contingencies Total Tourist Development Council- Beaches (195) Capital - 25 135,100 17,500 267,800 600,000 76,900 20,000 300,000 55,000 30,000 350,000 618,200 25,000 75,000 50,000 24,067,100 26,687,600 CIP Summary Reports . z o z -(/\.n wO oC .lDz ~~ P~ ~5i m C ~ Y' . n -(/\.0 ....C ~ Z ~~ b~ Oc PVl ....m ....C ~~ ~Vl OJ m )> -(/\.n !"::I: ...."tl .....)> !""::o 8::<: P~ ~o ~oo ..... :3 m ~Vl . ~ )> ~ ^ m ::J z G) l2<> -l o C ~ Vi ~ o "tl VI . z o z n o c z ~ s: c VI m C s: VI . n o c z ~ s: c VI m C s: VI . 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S ~ ~ MCIq C ~ ~ ~ ~ f""'\ 1--'. 0 .......... ~S~ 1--'. ~ ~ a '(f). I--' . M n o M (T) (T) ~ ~ ~. S n M ~o o '(f). c c ~~ ~ o ~ M '" f . --- -l!I9I -.. Naples Marco Island ~ Everglades PARADtSF..'. COAST'- FLORIDA'S LAST PARADISE Convention & Visitors Bureau 2800 N. Horseshoe Drive Naples, FL 341 04 Phone: 239-252-2384 Fax: 239-252-2404 www.ParadiseCoast.com This Strategic Plan for FY 2011 combines the elements of our Business, Marketing and Media Plans into one document. The Executive Summary outlines the plan, and each section gives in-depth detail of how we plan to move our destination through the challenging months ahead.The plan is designed to be flexible so that we can react to changes in the fast-paced tourism industry. This plan will be available to our tourism partners on a flash drive so that any element can be accessed and downloaded for their use. We encourage our hotels, attractions, shopping venues, restaurants and other tourism-related businesses to use the brand details in their marketing efforts. This will help us extend the Paradise Coast brand much further. We encourage our partners to contact any of our staff with questions or suggestions. / Debi DeBenedetto, Sales & Marketing Manager 239-252-2379; debide@colliergov.net Jennifer Leslie, Sales & Marketing Assistant 239- 252-5380; jenniferleslie@colliergov.net j JoNell Modys, Public Relations and Communications Manager 239- 252-2425; jonell modys@colliergov.net ./ Angela Aline, PR Assistant 239-252-6298; angelabryant@colliergov.net Ralph Pryor, Sports Marketing Coordinator 239-252-4267; ralphpryor@colliergov.net j Maggie McCarty, Film and Entertainment Director 239-659-3456; collierfilm@aol.com Kelly Green, Office Manager 239-252-2384; kellygreen@colliergov.net Jack Wert, Executive Director 239- 252-2402; jackwert@colliergov.net ~~~ Jack W. Wert, FCDME Executive Director 2010 - 2011 MARKETING PLAN UK & IRELAND MARKET Business Environment & Achievements The past year (October '09 - Sept. " 0) has been incredibly challenging in the industry. The world has struggled to emerge from the deepest recession in living memory and this clearly has affected the consumer's capacity to spend on travel and vacations. In recent months this has been compounded by the British Airways strikes, ash cloud crisis and the BP oil spill. Tour operators have responded to these challenges by introducing streamlining and rationalization measures such as slimmer brochures. Despite these challenges we have been able to grow room nights into the area (see Appendix'). At the same time perceptions of value, quality and reliability have been maintained by a carefully introduced range of marketing measures, promotions and messages. Indeed the challenges have allowed us to assess and assist operators to focus on accommodations that produce optimum room nights from the UK & Ireland market. This report is a natural continuation and update of activity started within last year's Marketing Plan. Where appropriate it updates measures started at that time and examines ways of further extending our penetration of the UK & Ireland market. It demonstrates successful campaigns and illustrates our achievement of raising the Paradise Coast profile to a higher level. Objectives The Naples, Marco Island & Everglades UK & Ireland office follows the main objectives of the CVB by aiming to grow incremental business/new bookings into the Naples Marco Island Everglades area. We aim to reach our target audience of consumers by a fully integrated campaign with our tour operator partners using a combination of methods with an integrated approach that creates incremental benefit.To extend & maximize our marketing budget dollars all activity within this market will be with partners on a co-op basis. Partners include CVB Industry Partners, Visit Florida & other regional areas, Tour Operators, Airlines, Car Rental and other related Companies. Reaching Target Markets Our research has indicated that the target market from the UK & Ireland is repeat visitors to Florida & the USA. Almost all UK & Ireland visitors to our region have experienced at least one previous visit to Florida / USA via the major gateway locations of Central Florida or Miami (Tampa to a lesser extent as most visitors to Tampa are for the Central Florida region). Additional research this year on our past visitors & tour operator / airline partners means that we are able to focus on these repeat visitors and confirm our core target market as both new & repeat visitors to our area in the following segments: . Family Market (Activity) . Honeymooners / Weddings market (Romantic) . Golf market (Affluent) Naples Marco Island Everglades~ 55 . Retired market/"Baby Boomers" (increasing numbers of 45 - 65 year-old Time-Rich/Travel Hungry) This research and segmentation is backed up by access we have gained to Deloitte Consulting's major report "Hospitality 2015';which examines trends in travel, tourism and hospitality. The research also helps shape the context and content of both our strategic and tactical market interventions. One such example is: "Understand different generational needs and values.The boomers are a key segment and should be targeted with experiential life-enhancing products, designed to appeal to their "forever-young" attitudes" (Deloitte). Our promotion with Buy-A-Gift explained further below illustrates the way in which we have responded to this driver. Our initiative to reach consumers by way of promotions will also allow us to match these target sectors in innovative and revenue-generating ways. We have already devised a set of consumer promotions based on research that has identified UK consumer brands that match the brand values of the Paradise Coast e.g. Jamie Oliver and Crabtree & Evelyn. The bulk of our activity is focused on a travel trade partnership allowing us to reach our target consumers via this established and consumer-preferred medium. The combined UK & Ireland wholesale & retail travel industry commands over 75 per cent of all originating leisure travel into Florida. While there has been measured growth in 'online' & 'direct' sales / bookings most online & direct growth has come via established wholesale & retail brands. For example a UK/Irish consumer will state they have booked direct but the company used may be Thomas Cook Direct. The consumer thinks they are booking direct but there may well be a major tour operator booking engine behind the direct or online company. Regions The UK & Ireland divides into definite geographical regions as well as major airport catchment areas, which works effectively with our spread of transatlantic carriers flying from Birmingham, Manchester, Glasgow, Edinburgh as well as London Heathrow and Gatwick. Our marketing focus has been to maxi mise our efforts in catchment areas supportive of these major airports. In Ireland the airport regions are Dublin & Belfast. We aim to reach our target market by meeting the following objectives: . Establish Naples Marco Island & Everglades as a must-visit destination for the UK & Ireland market focusing on our core target market. . Identify & exploit all available sales & market share growth opportunities with selected wholesale tour operator partners both online and offline. . Identify & exploit all available sales & market share growth opportunities with retail travel agents & online travel agents (OTA) via our wholesale tour operator partners both online and offline. Naples Marco Island Evcrglades~ 56 . Identify & exploit all available sales & market share growth opportunities with consumers via our wholesale tour operator partners using a totally integrated approach. . Undertake high level business development meetings to win approval for increased online and offline sales via a major marketing campaign with selected tour operators focused on driving business to our area. . Gain higher profile of our area within the current tour operator brochures & increase room nights to current hotel & accommodations featured. . Undertake pro-active PR activity in order to maximise awareness of the destination eg: Visit USA media event / creating the dedicated Newsletter - "Paradise Coast Destination Update" and summarised "What's New': . Capitalise on the brand value of the USA and Florida in particular as a "safe" destination in times of world crises. For example during the ash cloud disruption, consumers are more confident that they will be repatriated and compensated from a Florida base than from destinations in Europe such as Turkey and Greece. As a testament to this confidence we have not received any cancellations during the oil spill crisis. Strategy Incorporating Existing & Ongoing Activity: The fully integrated marketing campaign with selected tour operator and travel industry partners covers all aspects of the marketing mix. With the exception of training, which is aimed at trade only the mix covers both consumer & trade channels. 1. Advertising . We use impactful messages reinforcing our core U5P's to our target market. . All advertising is aimed to co-op with a UK & Ireland call to action partner thereby maximizing our US dollar investment. E.g. TTG with Virgin Holidays, Selling Long Haul with Key to America. . Classified/stand alone print advertising in the UK & Ireland remains an expensive proposition and a relatively difficult one to justify on a self-funded basis. 2.Web . Web site & e-blasts/HTML are proving to be an extremely cost effective method of reaching our target market. The approach allows for powerful images and the ability to amend messages at short notice & minimum cost. . Co-op activity via pay-per-c1ick is one strong example. . E-blast news letters distributed on regular basis. . Online promotions eg: Buy-a-Gift consumer promotion as illustrated on page 7. 3. Promotions . We identify consumer marketing/promotional opportunities with third party suppliers including on-pack promotions, consumer products & online. . We develop trade booking incentive promotions focused on driving additional sales into our area. Naples Marco Island Evcrgladcs~ 57 4. Public Relations . Our experience indicates that an effective PR strategy is one of the most cost-effective ways to increase consumer awareness. Furthermore, it adds considerable value to our advertising efforts from a cross-sell perspective and widens our destination recognition with key media travel writers. . Working in partnership with our airline & operator partners we deliver an increasing number of topically placed stories / special offers to good effect in both trade & consumer & via online & print. 5. Training . Capitalising on our trade partnerships we support & increase their sales to our area with destination training. It comprises individually tailored interactive training for each group with incentives of spot prizes. . Further powerful visual images & pro-active promotion of the hotel & industry partners are highlighted. Additional booking incentives for the agents are encouraged as mentioned above. 6. Research . We seek to utilize every opportunity to obtain feedback & information on current trends. This research arms us with the ability to make accurate informed decisions moving forward. 7. Tracking . We undertake tracking reports of any related activity, which further enables us to evaluate the activity & ROI. Complementary Tactical Interventions To complement these well-established mechanisms for promoting market growth we conduct a range of tactical interventions as follows: . Maintaining excellent trade relations with each & every significant UK & Ireland wholesale operator and seeking new opportunities to maximise our sales volume & market share growth ambitions with them. OMMAC co-hosting a recent British Airways/BA Holidays VIP Visit Florida Dinner, London is one such example. . Re-evaluation of all aspects of partner marketing support functions and their distribution mechanisms to ensure best possible visibility & return for our area. . Identifying all available opportunities to implement low cost incentive & awareness initiatives and agreed roll-out starting Fall extending through Winter/Spring. . Negotiating & securing effective commercial placement of our area to enhance destination profile. . Designing and implementing golf activities to specifically drive business during the low season summer months. . Participating in major trade & consumer travel shows. This includes a full programme of pre-planned sales development meetings scheduled with all key decision makers - productivity growth predicted e.g. WTM, Pow Wow. Naples Marco Island Evcrglades~ PAF{^C'~':::>~ ~:~<:>A::;'-l 58 . Attending travel trade conferences featuring all major & independent decision makers in attendance to ensure current market knowledge and trends are incorporated in the strategy. . Seeking to exploit our current relationships & continue to develop strong partner relationships by attending & co-hosting high profile events eg:WTM Visit Florida Dinner where all the main suppliers of Florida product are in attendance. . Securing support and commitment to host agents for educational fam trips to our region. . Undertaking ongoing complete reviews of our products offered/featured within this market. . Further developing close working relations with key suppliers and seeking shared and synergistic promotional opportunities. As an example we have recently agreed a major Jamie Oliver promotion with Funway Holidays, which caplitalises on similarities in our brand values - namely top quality food and restaurants in our area. . Continuing joint sales activities with Visit Florida, capitalising on synergies & aiming to further increase product awareness with key operators & consumers. . Maintaining a tight rein on all spend, re-evaluating all planned activities and ensuring investment is in line with budget. . Developing and incentivizing high producing volume independent, miniple & multiple retail agency groups in partnership with our operator partners. . Identifying distribution growth opportunities within alternative retail groups and e-commerce/dot com/e-tailer organizations. As an example we are developing a promotion with "Buy-a Gift':This is an on-line company offering a range of over 2800 gift ideas including once in a lifetime experiences such as Ferrari and tank driving to the more relaxing spa breaks and balloon flights. The site has over three quarters of a million unique visitors per month and up to 100,000 purchases a month. Our promotion offers a fantastic holiday prize for two co-sponsored by Bon Voyage Travel encompassing flights and seven nights' accommodation and car rental. In return we gain access to these potential buyers. Specifically we get: - Exposure on the Buyagift blog for at least a month - Inclusion in at least two newsletters to their database of 500,000 - Potential to promote Paradise Coast with their affiliates - Competition page to be created and hosted on Buyagift.co.uk - Video promotion of Paradise Coast on Buyagift blog page - Exposure through Buyagift social media channels - Banners promoting Paradise Coast in the mailers buljoglft . ;'::%"'~''Jl'Ii"$ K "';;<=",~(;.'<ll::>C. '", a"" L"l.<'~'(~~~~ . C~,.,:ej:<:1~r~f~ ~,ar ~.;f~ rcr ;t,,"~<Slm(Y.l . ;; C~~llv< 1;j""-~i>p"j,"a-tk1i',;!> ""}sm<I'~ 00 F~<:l;>ts.eI<~:? Clie" l1er4 ~o ';w,..' :!!',l<< N\.fflpl!ll~lM' - Access to all data - further opportunity with a follow-up e-mailer from Bon Voyage featuring Paradise Coast. Naples Marco Island Everglades~ ~:> A Fe A C~ I .~:.~:: c: <:) ^ ~;; -f 59 . Continuing to seek support from hotel & industry partners to support series offam trips, promotions & PR activity. . Seeking new areas of development in respect of group and incentive travel. As an example we have developed a relationship with Travel Mole, the online community for the Travel and Tourism industry to promote our area. Specifically we have developed a Travel Industry golf promotion - The "Race to Paradise Coast':This will run throughout summer with the grand final being held in Paradise Coast in December. This promotion will also bring with it opportunities for ongoing extra exposure to an estimated reach of 76,000 in the UK & Ireland travel industry. paradilS '00 & III o QJ L . Ensuring maximum literature distribution to target market e.g. consumer showsNisit Florida Pack. . Continuing to disseminate sales, product and tactical information via traditional and e-commerce based retail internal communication systems e.g. VIP Card promotion. . Capitalising on current advertising placed by offering co- shared opportunity to a wider range of tour operator partners _ where they become our UK & Ireland call to action in order to convert bookings with easy access to a UK number. . Maximising cost effective product/destination exposure opportunities during retail travel conferences and agent training/ briefings. . Supporting retail initiatives including training, consumer shows and conferences. . Maintaining regular PR activity with trade and national press emphasising USP's and newsworthy items. . Ensuring maximum impact of our destination added-value features by increased promotion of USP's. . Establishing cost-effective target related growth incentives for increased bookings with operator & retail partners. . Aiming to offset negative impact of any crises e.g. oil spill with our "coast is clear" newsletter. Measurement Sales impact based on strategy to date. Strategy and sales activity are under constant review and development with further positive sales impact anticipated. The following illustrate a range of initiatives and subsequent results. . Prominent positioning within tour operator brochures . Our area is now featured as the FIRST beach destination within the Florida brochure of several leading Florida operators - this is a major achievement & we have seen our increased projected room nights booked being realised. This has been confirmed by our recent survey of UK & Ireland Tour Operators, agents and Paradise Coast hotels. (See Appendix 1). . Additional hotels & accommodations being offered/sold . The leading Florida operator Virgin Holidays has increased their hotel offerings together with a number of other operators for 2011 Naples Marco Island Everglades~ ~"AH:^C;~"~:;~:: <:; C'AS-I 60 - Increased promotion . Successful implementation of consumer promotions as illustrated above with Buy-a-gift - over 7,500 entries in first week. . Also the VIP card was successfully promoted by tour operator websites and our newsletters. -Increased PR activity & coverage . Articles in targeted segment market areas such as our feature in "Going for Golf" and "Selling Long Haul': . Proactively targeted consumer and trade media with ongoing news updates. e.g. "What's New?" . A dedicated newsletter, "Paradise Coast Destination Update'; is distributed on a regular basis to the main travel industry & media contacts. This continues to increase awareness & sales keeping Paradise Coast top of mind. . We continue to negotiate to have Paradise Coast featured in the most prominent position possible with all our activities. eg: we negotiated to have Paradise Coast featured as the first destination (in front of the central Florida area) in Virgin Holidays"'Smooth Guide';which was distributed to over 20,000 Virgin Holidays customers. - Higher profile of our area About OMMAC UK & Ireland Representation OMMAC Ltd has delivered dedicated representation services for the Florida & USA market in the UK & Ireland for over 20 years experience including 16 years marketing & selling the Orlando & Kissimmee regions of Central Florida. With this extremely focused service we are able to gain access to top level decision makers across the industry, providing an advantageous edge for our destination & maximizing our budget. We further benefit from OMMACs core values of: . Creating valuable partnerships with budget-maximising results . Combining destination & resorts with focused lifestyle brands . Building innovative partnerships . Producing lasting brand value combinations . Driving new customers to our area. Naples Marco Island Everglades~ 61 INQUIRY RESPONSE This campaign is aimed primarily at inquiry prospects. The campaign would include the initial fulfillment as well as follow-up campaigns. Prospects would include leisure and meeting professionals. Inquiries are garnered via the Web site, telephone, micro-sites, contests and overall response to the media campaign. 201 0 began the collection of leisure data by experience, allowing for greater niche fulfillment. Leisure: . Phone and direct mail inquiries: Phase V - Fulfillment: Visitor Guides - Phase V. - Follow-up: Quarterly direct mail and e-newsletters with incentives. . Electronic Inquiries: Web site - Fulfillment: Visitor Guides and Digital Visitor Guides - Phase V. - Follow-up: Quarterly e-newsletters with incentives. Niche Marketing: Eco, Art, Culture & Heritage, Bridal & Honeymoon, Golf, Senior, Sports and International . Phone and Direct Mail: Phase V - Fulfillment: Visitor Guides - Phase V. - Follow-up: Quarterly e-newsletters with incentives. . Electronic Inquiry: Web site - Fulfillment: Visitor Guides and Niche Digital Guides - Phase V. - Follow-up: Quarterly e-newsletters with incentives Group Business - Meeting Professionals . Phone inquiries: Phase V - Fulfillment: Meeting Professional Kit - Phase V. - Follow-up: E-newsletters with special offers specifically targeting meeting professionals. . Electronic Inquiry: - Fulfillment: Meeting Professional Kit and or Digital Meeting Professional Guide - Phase V. - Follow-up: E-newsletters with special offer speCifically targeting meeting professionals. Sports Marketing . Phone and Electronic Inquiry: Phase V - Fulfillment: Visitor Guide and Sports Marketing Kit. - Follow-up: Send specifically targeted e-newsletters. Naples Marco Island Everglades~ f:> ^ p~ A c. ~ !;:; l" <:; <:> ^ :::: -j- 62 Goals 2011 Sales Plan Objective Strategy Measure Budget Increase number of CVB generated Attending new trade shows, meet with new planners, Through iDSS we can measure Debi and Jack Requests for Proposal (Rfp) by 10% and utilize idss properly, focus on Rfp, build relationships with conversions and ROI as well as combined - not to increase conversion rate by 5%. Year planners. Incentivize hotels to use iDSS and answer all economic impact, hotel include round goal. possibilities for this Rfp and future meetings. Some $ in utilization and optimization of international media buy in and Meeting planner magazines or iDSS sales team membership source guides and other planner collateral. budgets that are See Trade Show list and partner sign up attend shows that under contract. have produced in the past and new shows to meet new Trade shows cost planners. include shipping, partner reimburse and registration. Marketing cost are extra unknown $63,500.00 Build a better Meeting Planner section on Add photos, create an incentive for the planner to market Track results through web we cost budget $ the destination website by February 2011 future destination meetings by providing the tools in a analytics to see if they are using section on the website that they use to makret their the tools. Get reports from meeting.Toois include videos, post cards, logos, hash tags, hostels post conference to track QR tags, photos, group dining information, gift incentives, attendance and pick up of rooms sponsorship, collateral. This should help increase the and attritian. attendance rate at meetings if utilized by the planner. Put in newsletters that this tool is available. To use VIP program as a year round tool Solicit for year round promotional values that partners can Monitor webpage use, marketing cost $ that is easily distributed and has multiple change throughout the year by keeping the VIP program distribution, participation, uses. Target date Jan. 1, 2011 and year online. Dedicated web page that lists values. Marketing on changes. Track fuifillment by round. line and internationally. QR tag a card that can be Meetings use of VIP. electronically scanned using mobile touch technology. QR Tags use for destination's message and Use in feeder market specific venues like commuter train Tracking available through QR Marketing cost $ co-op promotions. Begin January 201l. stations, local retail, attraction and restaurant windows. tag and through website Use on trade show booth and in Visitor Centers. analytics. Develop a promotion to encourage visitors This can be solicited from restaurants, attractions, and Track results through usage by Marketing cost and planners to gift their friends with a partners as an incentive to visit the destination and used counting redeemed gifts. unknown Paradise Coast trip by using a Viralized gift to promote meeting attendance. It can also be a give away giveaway such as free signature drink or at trade shows or incentive for planner to submit an Rfp. other incentive that is used once in the We could use it as a premailer to trade shows to destination. The goal would be to get this encourage planner to stop by the booth and pick up their in place by Spring of 2011 or sooner. free gift. We also might use in newsletters as incentive. Naples Marco Island Everglades~ ~;'^I'~^Ll~i:;~" <:~{:)^3-J 63 Goals 2011 Sales Plan Objective Strategy Measure Budget Re-launch a Cougar Promotion - girls Radio promo, TV or online, fun, sexy, spa/shop related to Build data base with contest for marketing and getaway program this winter. include beach and hotel getaways, contest. Suggestions newsletter promotion and track promotions cost and assistance from Paradise Agency. Public relations will results from response and unknown and need to involve themselves in these promotions to bring fulfillment some partner attention and make them known and add other elements trade to the winner hoopla. Improve the reach of Weddings and Use contest or promotion on Radio, TV, online (all or Build data base from fulfillment. marketing and honeymoons promotion by late fall 2010 some) to giveaway wedding or honeymoon or both. Sub Look at opportunities available promotions cost for Winter and Spring/ Summer weddings. tag to NBC wedding promotion. Tie this to wedding pages and track this from web unknown and of destination website. To include media buy. Public analytics. some partner relations will need to involve themselves in these trade promotions to bring attention and make them known and add other elements to the winner hoopla. Re Launch the Bring Your Meetings Home Start with the Chamber showcase in August. Hand out Education to public about value $1,000 print cost campaign late summer. tourism fact cards and talk about the importance of of tourism. Track meetings tourism in the local economy. Have a Sales Blitz using booked from locals. Tourism fact cards. Online or Newspaper local ad. Ad in phone book with Collier lodging Assn. posting tourism facts and need for local business. Bring this topic up in all Tourism speeches and educational meetings, TDC meetings, etc. Develop a Key West joint Promotion this Work with Key West Express, Transportation partners, Find a way to track this - more Video $2,000 summer for November - April with Key hotels and attractions to create packages that include brainstorming is needed. This is West Express Shuttle going out of Marco transportation, shop, beach, value. Form a committee to a competition market where Island to Key West and back. brainstorm with agency to cross promote using KW their locals and tourist will Express shuttle, video on board, maps on board, viral desire convenience of both giveaway teasers, and more. This is a good place for QR tag destinations and transportation. on the shuttle. Monitor Trade Show ROI for best results - Focus on the right shows, new markets, new planners, new Count leads and Rfps for each $2,000 year round. Gift use. booth look and table top look. New way to market with show. Count viral gift use pre viral mailer gift offer to pick up at show. Maximize Visit Florida partnership year Continue co-op advertising, some trade show share, Evaluate all efforts annually and $10,000 for round. include trade show brochure distribution. Use Official continue programs that prove shows and Welcome centers on 1-10 and 1-75 for Visitor Guide results. brochure dist. distribution. Pull leads from VF website after shows and Plus advertising follow up with VG mailings and add to distribution lists for cost/marketing mailers and newsletters. Use the Meeting Planner program newsletters to market the Meeting Planner Fams. Attend some sales missions and VIP programs. Determine best markets and shows and budget each one. Naples Marco Island Evcrglades~ 64 Goals 2011 Sales Plan Objective Strategy Measure Budget Begin a "One Tank Meetings" campaign in Brainstorm with advisory roundtable and agency about the TBD marketing cost summer of 2011. best approach to this program and develop it by goal date. Create urgency to some online campaigns Use "Flash Sales" techniques with some on line Monitor on line ads with marketing cost with "Flash Sales". advertising. This will create an urgency to book now. counting of click through and fulfillment and intent to travel tracking on website analytics. Set up Staff training this fall to include Jennifer will set up a training schedule and invite partners Note the expanded use of social $1,000 from partner training for Social Media. Face and staff to attend a hands on step by step approach to media with staff and clients. education budget Book, blogs, Twitter and other mobile using social media tools. Begin to implement Social applications. Media into many programs Increase awareness of Collier County Several strategies can be implemented to accomplish this. Note fuller flights and added marketing cost presence at SW FLA International Airport. We can work with Jet Blue and Frontier by creating presence of airport collateral Include with some airlines. Start in promotions and newsletters for them, sales mission to using Naples name. Note December and ongoing. Denver for Frontier with neighboring counties can be done cooperation with other counties next May. We can schedule 2 annual meetings with and airport and realize airport officials and marketers and include Chambers and relationship potential. Lee and Charlotte Counties. Get them to realize that Naples/Marco Island is a feeder market into RSW and needs to be a visable part of their marketing efforts at the airport and airline level. Begin soliciting more Latin American Sales missions to Miami area tour operators that work the Monitor increased sales and Sales Calls out of business particularly with Argentina and South American markets. Send collateral to trade shows bookings through tour Travel Budget Brazil. Begin this fall with sales missions that Visit Florida attends. Attend one new South American operators. $2,000 to Florida Tour operators. specific trade show in 2011. Create and use a new trade show booth Consider Alan Maltz project Art work for trade show Photograph it. Observe that it $10,000 concept. Change look of Table top display screen. Possibly utilize QR tags in booth at shows draws clients into the booth and for "drive to" shows. (brainstorm ideas with agency and advisory roundtable. monitor compliments. New Look for table top displays Create a new table top display for Encounter show and use creates attraction into booth costed under this for Florida shows with multiple partners. Use vases space Trade show ROI with seashells and sea grass and table covers that look like water waves and do not wrinkle. Keep it elegant and simple. Golf Market ongoing Continue partnership with Play Florida golf and golf ads Track fulfillment using golf guide Marketing cost and coops. Continue Golf Guide and improve guide ad as a mailer. sales by assisting publisher. Meeting Planner Guide and Collateral - go Sell online ads in digital Meeting Planner guide. Track digital downloads through marketing cost digital by fall of 2011. web analytics. Create a new in market fulfillment piece Use the Northwood map and VIP card for this in market Track through PhaseV by special marketing cost for planners to use in welcome bags for fulfillment piece. fulfillment mailings. locally booked destination conventions and meetings. Naples Marco Island Everglades~ P^Hi^<::.~.~:;:~ <:;<:>A<;;'r 65 Goals 2011 Sales Plan Objectives Strategy Measure Budget Newsletters program for Leisure clients, Utilize assistance of Sales staff and agency to create, write Monitor newsletter sign up marketing cost Meeting planners and golf should be and provide content and proofing of newsletters and mail requests on website and continued year round on a monthly basis. them out monthly. Continue growth of data bases through newsletter article click through fulfillment requests. on website. Plan a Fall Fam and a spring Fam for Form committee for Fams and get buy in from hotels and Track booked business and $25,000 Meeting planners that CVB co hosts with attractions to co sponsor. Debi organizes and markets received Rfp's by past Fam sponsorship funds. through the various means in the sales plan. attendees. Do online post Fam survey. Put Sponsorship funding in the budget as Utilize created sponsorship guidelines the CVB as Track budget spending. Track $40,000 an incentive for hotels to get business developed for this purpose. Have CVB attend and future bookings and Rfp's from planners who request added value welcome guests at these events. received from this effort through from the hotels. Provide additional dollars use of Idss. to planners who bring groups to the destination that would include other planners and VIP clients who have the potential to book or make decisions about future meetings. October 1, 2010 Budget year Monitor new Book Direct booking engine Request partners keep photos and reservation information Track bookings through Book Contractual results on website. up to date on the website. Direct. budget Sales education goals for Debi to get PDM Try to find time to schedule the courses and complete the $,4000 or COME accreditation through DMAI. projects to achieve this goal. Budget the dollars needed Complete by the end of December 2011. for continued education. Include in travel budget. Maintain memberships year round to MPI, TIA, FSAE, TSAE, HSMAI, RCMA, possible others. Count dollars saved by being a $9,000 optimize trade show possibilities. member and getting the member discounts for shows. Order Promotional items and uniforms Use at trade shows. Brainstorm for ideas with Inventory through Phase V $10,000 that are useful and desired. Order late fall roundtables, staff and agency. storage and shipping. 2010 within budgeted parameters. Sales Missions to feeder markets fall and Take partners or utilize Visit Florida and go to Philadelphia, Watch sales grow in those $4,000 spring. Boston, Atlanta, Chicago. Two cities only. markets. Campaigns, advertising and media buys The team will work together to develop promotions, Increase tax collection will be Marketing cost will be created and selected by the agency campaigns, advertisments, online, and digital use and measured. and (VB. media buys all strategies to fulfill the marketing plan. Sales and Marketing together will implement our goals. Naples Marco Island Everglades~ ~" ^ 1'': A L~ 1 "~;;~" <:; C) ^ ~:, -r 66 Goals 2011 Sales Plan Objective Strategy Measure Budget International Sales and promotions Oonagh and Diamonde develop their own plans from this International market share $100,500.00 contracted out to Diamond and OMMAC allocated contracted budget. Includes OMMAC UK Event increase of ROI and registrations, sales calls - All Debi Travel Travel required to attend trade shows and other $19,000.00 Jack Travel Travel required to attend trade shows and other $20,000.00 Advisory Roundtable, Tourism Weeks and Partner interaction and events help us define our goals local travel cost $2,000 other local meetings will continue as in the past and ongoing FY'll SALES DEPT. BUDGET 07% 010% IlTRADE SHOW & TRAVEL IIIJ SPONSOR/PROMO DFAM'S .29% DOPERATING Naples Marco Island Everglades~ ~"/-""'hl:^Ll~:::;~ <:;C>^~,;-l 67 2010 - 201 1 CO-OP MARKETING OPPORTUNITIES The co-op program has grown from $8,000 in participation to $160,000 in 2010. This provided a 25% savings in the CVB's marketing budget to be placed in other areas. This co-op program allows for the opportunity to leverage the destination-marketing budget, as well as align partner promotional initiatives with the CVB. The program includes a combination of direct sales, online initiatives, public relations, advertising and promotional opportunities in key publications and online sites. Some programs will have associated costs while other programs will be offered at no charge. Paradise coordinates the co-op fair providing an opportunity for both partners and the media community to meet and greet. The Agency also plans and executes the creative offers, sales, and follow through on all placement and billing. . Timing:The campaign will align with the start of the Fiscal Year, October 1,2010, and continue as an ongoing annual program with emphasis on helping to provide continuity and enhance frequency of message during the spring, summer and shoulder seasons. . Campaign Flexibility: Is necessary in order to be able to continually update offers and take advantage of unique and/or new opportunities, which arise. . Limited Offer: Most programs should be limited to the number of partners that can participate, therefore, all offers will be on a on a first-come, first-serve basis for the partners. Where possible, programs will be able to be monitored and revamped wherever possible to accommodate additional partnerships. . Promotional Opportunities: media and advertisers in major markets will be contacted and encouraged to develop promotions such as scavenger hunts, which drive consumers to the Paradise Coast website and microsites to find answers. These themed promotions also allow for the capture of e-mail addresses for use at a later date. The promotions will increase exposure for the Paradise Coast brand, as well as promote participating hotel and attraction partners. In exchange for $45,000 - $50,000 of promotional exposure, media and advertisers will receive a three-night, four-day getaway package that will include attractions and event activities. Depending upon the promotional exposure, the CVB may provide airfare and other incentives as well. Participating hotel partners will contribute the in-kind accommodations for the three-night stay. Other promotions may include CVB paid advertising that might incorporate additional sweepstakes. . Leads/Inquiries: Inquiries or leads that are generated as a result of a specific co-op program will be forwarded to participating parties on a monthly basis via email. . Added Value: Added value opportunities are negotiated with all media, and include reader service cards, online exposure, and advertorials up to one-half page. In 2010-2011 we will include mobile call-to-c1ick exposure for partners who participate in these programs. Overall, Paradise negotiated over $780,000 in added value in 2010. Naples Marco Island Everglades~ ~;>At:'f^C'I.SI (:~Cl'^u.-r 68 2010-2011 Co-Op Free Opportunities Our area's annual co-op program provides numerous opportunities for hoteliers and attractions to receive free exposure in a number of ways. Partners have the opportunity to receive presence on our Web site through property/attraction, event and promotional listings as well as receive free listings in the official visitor guide and map. Additionally, partners participating in the promotion efforts such as the "VIP" campaign or "Paradise Priced Perfectly" will receive extended exposure with multi-media campaigns that drive business to the promotional Web pages that directly hyperlink to the partner. Partners can also receive CVB emaillead updates. Naples Marco Island Everglades~ P^Ft^C'lS~ <:~<:>A8l 69 Naples, Marco Island and the Everglades 2010/2011 Co op Opportunties Publication (click to review) Consumer Ma~azines Arthur Frommers Budaet Travel Midwest Livina Sherman's Travel Sprina Issue Florida Travel & Life Florida Travel & Lifestvles Coastal Livina Conde Nast Traveler Southern Livina Southern Livina .11 . II . II . II Consumer Directories VISITFLORIDA Maaazine V/SITFLORIDA Florida Insider Guide Naples. Marco /sland and the Evera/ades Official Visitors Guide Paradise Coast Visitor Map Monthly Online newvorktimes.com orlandosentinel.com Naplesnews.com triIJadvisor. com vacationfJ/annino.net leisure E-Newsletters/E-Blasts Leisure Consumer New York Times - Great Getawavs New York Times - Great Getawavs New York Times - Great Getawavs New York Times - Great Getawavs Naples Marco Island Everglades~ ~:> ,," f:~ ^ C. E :;:; 70 Partner Rate $3,535 $4,836 $2.369 $630 $457 $2,968 $4.017 $7.300 $7,300 $1,586 $1,290 TBD n/a $1,335 $1,700 $700 $930 $1,040 $900 $1,625 $1.625 $1.625 $1.625 <:~ <:) A Sl Month Offered June, 2011 March/April 2011 April/May, 2011 May/June 2011 May/June 2011 April,2011 May, 2011 March,2011 May, 2011 Annual- January, 2011 Annual- April, 2011 January, 2011 Annual - TBD 1 Month 1 Month 1 Month 1 Month 1 Month 3x per Quarter February TBD February TBD March TBD March TBD Commitment Deadline Sept. 15,2010 Sept. 15, 2010 Sept. 15,2010 Sept. 15,2010 Sept. 15,2010 Sept. 15,2010 Sept. 15,2010 Sept. 15. 2010 Sept. 15,2010 Sept. 15,2010 Sept. 15, 2010 Sept. 15.2010 August 21.2010 Sept. 15,2010 Sept. 15,2010 Sept. 15. 2010 Sept. 15,2010 Sept. 15.2010 Sept. 15,2010 Sept. 15,2010 Sept. 15, 2010 Sept. 15,2010 Sept. 15,2010 Publication (click to review) Partner Rate Month Offered Commitment Deadline Meetings Professional E-Newsletters/E-Blasts Meetings Professional $900 2x per Quarter Sept. 15,2010 MeetingsNet national e-postcard $679 January. 2011 Sept. 15,2010 MeetingsNet national e-postcard $679 February, 2011 Sept. 15,2010 MeetingsNet national e-postcard $679 April, 2011 Sept. 15,2010 FSAE Exclusive Newsletter $200 1 X per month Sept. 15.2010 Successful Meetings Custom Newsletter $1 ,435 1X per month Sept. 15,2010 Newspaper Inserts .. Collinson VISITFLORIDA 2011 Winter Out-of-State $5,000 February 27, 2011 Sept. 15,2010 , II Collinson V/S/TFLORIDA 2011 Sprinq Instate $4,217 May 8,2011 Sept. 15.2010 . II Collinson V/S/TFLORIDA 2011 Summer Instate $4.217 June 12.2011 Sept. 15, 2010 Bridal Publications/Online Bridal Guide $1,500 January/February, 2011 Sept. 15. 2010 The Knot - South Florida Package /Magazine & E-B/ast) $512 February, 2011 Sept. 15,2010 The Knot - West Coast Florida Package (Magazine & E-B/ast) $400 February, 2011 Sept. 15,2010 Brides Florida $1,040 Annual 2011 Sept. 15, 2010 Honevmoons.com $400 January-March 2011 Sept. 15,2010 Destination Weddings & Honevmoons $1,182 Nov/Dec 2010 Sept. 15,2010 Eco-Tourism Publications . Audubon - Natural Wondem of Florida $2.228 March/April, 2011 Sept. 15.2010 . II Audubon - Great Florida Birding Trail $2,228 Nov./Dec.,2010 Sept. 15,2010 . II National Geographic Trave/er $3,400 Jan/Feb 2011 Sept. 15,2010 . II Undiscovered F/orida $1.710 Annual - May, 2011 Sept. 15.2010 Golf Publications - Plav FLORIDA Go/f NA Annual Sept. 3, 2010 . II Golfing in Paradise NA Annual Oct. 14,2010 Senior Publications - AARP - Southeast Region $4,150 March/April. 2011 Sept. 15.2010 . II AAA - Going Places South $3,585 May/June. 2011 Sept. 15.2010 Shopping/Culture/Dinin!! - Bon Apetit $5.900 December. 2010 Sept. 15,2010 . II SA VEUR $3,116 March. 2011 Sept. 15,2010 Naples .Marco Island Everglades~ p "" ~:~ A CI E !" l <:~ <:> ^ ~:;, .{ 71 AIR SERVICE SUPPORT PLAN With air service as the most commonly used transportation mode of our visitors, it is imperative that we continue to foster partnerships with our local airports. Of the visitors arriving via plane, over 60% fly into Southwest Florida International Airport, followed by Miami International Airport, Tampa International and Orlando/Sanford International Airport. As the largest commercial airport serving the county, the Southwest Florida International airport will be the main focus of our efforts, as well as the local Naples Municipal Airport. Strategies include developing new scheduled and chartered flights to Southwest Florida and specifically for the Southwest Florida International Airport, in developing ways to ensure visitors are aware of the destination's close proximity. Additionally, we look to expand efforts targeting the fly-drive markets, mainly Miami, Tampa, Orlando. Currently, Visitor Guides and maps are distributed at the Orlando-Sanford International Airport through a cooperative effort with the Seminole County CVB, and we are pursuing similar opportunities with other airport partners. The following provides an overview of the largest commercial airport serving the county - Southwest Florida International Airport: . Serves 5 counties: Lee, the Paradise Coast, Charlotte, Hendry, and Glades (1 million+ residents) . Served more than 7.4 million passengers in 2009 and is one of the top 50 U.s. airports for passenger traffic . Approximately 20,000 daily passengers . Average 250 Flights Daily . Biggest Connecting cities: Atlanta, Boston, Chicago, Cleveland, and New York . 41 Nonstop destinations (38 Domestic, 3 International) provided by 21 different air carriers: Domestic 1. Atlanta (ATL) a.AirTran Airways b. Delta Air Lines 2. Atlantic City (ACY) a. Spirit Airlines 3. Baltimore (BWI) a. AirTran Airways b. Southwest Airlines 4. Boston (BOS) a. JetBlue b. Delta Air Lines* c. AirTran Airways* Naples Marco Island Everglades~ ~;''''''H~-''''-L'~~''l <:;<:)/>..~:;.r 72 5. Buffalo (BUF) a. AirTran Airways* b. JetBlue* 17. Grand Rapids (GRR) a. AirTran Airways 6. Canton-Akron (CAK) a. AirTran Airways* 18. Hartford (BDL) a. Delta Air Lines* 7. Charlotte (CLT) a. US Airways 19. Houston-Intercontinental (IAH) a. Continental Airlines 8. Chicago-Midway (MDW) a. Southwest Airlines b. AirTran Airways 20. Indianapolis (IND) a.AirTran Airways 21. Kansas City (MCI) a. Frontier Airlines/Midwest Airlines* 9. Chicago-O'Hare (ORD) a. USA 300 Airlines b. Spirit Airlines c. American Airlines d. United Airlines 22. Key West (EYW) a. Cape Air 23. Lansing (LAN) *New service begins 12/23/10 a. Sun Country 10. Cincinnati (CVG) a. Delta Air Lines b. USA 3000 Airlines 24. Long Island -Islip (ISP) a. Southwest Airlines* 11. Cleveland (CLE) a. Continental Airlines b. USA 3000 Airlines 25. Memphis (MEM) a. Delta Air Lines* 12.Columbus (CMH) a. AirTran Airways 26. Miami (MIA) a. American Eagle 13. Dallas (DFW) - Fort Worth a. American Airlines 27. Milwaukee (MKE) a. AirTran Airways b. Frontier Airlines/Midwest Airlines* 14. Denver (DEN) b. Frontier Airlines 28. Minneapolis (MSP) a. Delta Air Lines b. Sun Country* 15. Detroit (DTW) - Metro a. Delta Air Lines b. Spirit Airlines 29. New York (LGA) - LaGuardia a. Delta Air Lines 16. Flint (FNT) a. AirTran Airways* 30. New York-JFK (JFK) a. JetBlue Naples Marco Island Evcrgladcs~ f:>^!:~^L'~n;C Co: <:).A~:~-J 73 31. New York-Newark (EWR) a. Continental Airlines b. JetBlue International: 1. Toronto, Canada (YYZ) a.AirCanada 32. New York-White Plains (HPN) a. JetBlue 2. WestJet, Dusseldorf, Germany (DUS) a. Air Berlin 33. Orlando-McCoy (MCO) a. Southwest Airlines 3. Montreal, Canada (YUL) a. Air Canada* 34. Philadelphia (PHL) a. US Airways b. Southwest Airlines *Seasonal Nonstop Service 35. Pittsburgh (PIT) a.AirTran Airways 36. St. Louis (STL) a.American Airlines* b. Southwest Airlines 37. Washington, DC-Dulles (lAD) a. United Airlines* 38. Washington, DC-National (DCA) a. AirTran Airways b. US Airways Naples Marco Island Everglades~ ~"^H;^C'~~~:>l <:; (:>^~,~.j 74 2011 PUBLIC RELATIONS PLAN CVB Contacts: JoNell Modys, PR & Communications Manager, (239) 252-2425,jonellmodys@colliergov.net Angela Aline, (239) 252-6298, angelaaline@colliergov.net BCF Contacts: Kerry McKeel. PR Account Supervisor, (757) 497-4811, kmckeel@boomyourbrand.com Maria Sabale, PR Senior Account Executive, (757) 497-4811, msabale@boomyourbrand.com Objectives: . Increase editorial coverage by 2% . Improve the public's perception of oil spill impact in southwest Florida. . Generate significant consumer awareness as a desirable, safe, interesting, relaxing and compelling destination for short- term visitation by both leisure and group/business travelers. . Strategically promote the destination as the first choice of both value-minded and discerning travelers. . Enhance the Naples, Marco Island, Everglades - Paradise Coast brand as a symbol of product excellence. . Increase visitation, both leisure and group during the peak winter season and during the slower season period May through December. . Enhance the destination's growing image as a family destination. Key Messages: In PR, we weave key messages into the visual we create for the target audience, and build the foundation for how Naples, Marco Island and the Everglades will be positioned in the global, national and regional landscape. Each message will build off of the "Florida's Paradise Coast" branding. The exact messaging of the PR will focus on the idea of exploring the beauty of paradise and all of its offerings. . Paradise Coast beaches are clean and open for business. The Naples Convention & Visitors Bureau is closely monitoring the Deepwater Horizon oil spill in the Gulf of Mexico and issuing daily updates on beach conditions and real-time Web cams from area beach hotels. . Florida's Paradise Coast brings together the natural wonder and wildlife of the Everglades with the spectacular white sand beaches of Naples and Marco Island at the southwestern tip of Florida's Gulf Coast. . Whatever your vacation dreams may be, you'll find them fulfilled in Florida's Last Paradise of Naples, Marco Island and the Everglades. Naples Marco Island Everglades~ PAf:~^L'E:'::;~: <:~ <:>AG 'I 7S Tactics: Journey Through Paradise Campaign Launch - Fall 2010 In order to catapult the JourneyThrough Paradise Campaign into the media spotlight, BCF recommends holding a launch event to kick-off and inform media about the campaign. The launch could feature a preview of some of Alan's photographs, an unveiling of the Journey Through Paradise microsite and an overview of the campaign roll-out. BCF would support the coordination of this launch event by creating a rich email invite, national media outreach and onsite logistical support. I. Media Missions Joint Media Missions with VISIT FLORIDA When selected, the CVB will participate in VISIT FLORIDA media missions, also known as one-on-one meetings with media contacts in key markets, designed to help develop and strengthen media relationships and present the latest information and story angles. The PR Representative conducting the mission will make appointments with editors, travel writers and other key contacts with major newspapers, publications, radio shows and TV markets. Based on a lottery system, CVBs are selected to attend. VISIT FLORIDA Media Events When selected, the CVB will participate in any major market media events with VISIT FLORIDA. Plans are under review for a possible special event in October of November 201 0, as well as the usual Spring 2011 schedule. II. Social and Online Marketing Online marketing efforts will continue to focus on several primary areas, designed to reach our target audiences wherever they visit on the Internet. Online marketing efforts include: Twitter Twitter is a fast-groWing microblogging site. Users sign onto the service for free, creating an identity or user name, then post short "Tweets," or very brief messages related to what they are doing or thinking, or about something interesting they want to pass on. Other Twitter users sign up to "follow" users. People seek others to follow by doing searches of the site, or by seeing Tweets posted to other users'Twitter feeds. Twitter is increasingly popular with the news and travel media. The site has become a fast and convenient place to both send out information of interest to the media and to follow the comments and queries of journalists seeking information. Destinations are finding Twitter increasingly important for reaching existing customers, new customers and key travel media. The Paradise Coast Twitter feed issues links to news releases and Tweets are sent out about interesting local happenings, events and deals. With the use ofTweetDeck software, we are monitoring consumer discussion and proactively offering answers to destination-specific questions, in addition to posting timely news updates. TweetDeck also enables us to search multiple terms so that we can effectively identify certain discussions for the individual cities - "Naples," Marco Island,""Everglades," as well as other timely topics like "ghost orchid," etc.To garner awareness in the social media space in Naples MarcoIsland Evcrglades~ ~" '" F{ A f::~ , ;;:; I <:; C> ^ ~:!, -J 76 FYll, BCF recommends hosting a "Celebrate the Arts Tweepstakes'; or contest on Twitter, that enables one lucky winner a free vacation to experience an art-lover's paradise.The contest requires each entrant to become a follower of the of the Paradise Coast's Twitter account, then state what makes them artsy. An answer could be as simple as I love to make clay pottery, or I teach an art class. Once a winner is randomly selected by a third-party auditor, he or she is notified via a Twitter direct reply and then sent the winner's packet. The winner must tweet about his or her destination when he or she takes the vacation on his or her Twitter page. A #NaplesArt hashtag, also known as a tag or bookmark, will be utilized to tie the topic together. The Tweepstakes will be held for two weeks leading up to Celebrate the Arts month in November. Tweepstakes not only will increase our fan count, but it will generate exposure in the social media space, ultimately enticing other travelers for a future visit. Facebook Another social media service the CVB will continue to engage in is Facebook.lt is increasingly important as a travel destination promotion vehicle for a number of reasons. It allows people with like minded interests to show their friends details about places they like and would want to travel to. Looking at Facebook's US audience growth over the last year, it's clear that Facebook is seeing massive increases in adoption amongst 35+ users, our destination's target market. According to Facebook's Social Ad Platform, the 35+ demographic now represents more than 30 percent of the entire user base. The Paradise Coast's secondary market involving the 55+ audience also saw an uptick in Facebook usage. In the last year, the 55+ audience grew a whopping 922.7 percent. Based upon the approved FY2011 budget, we aim to create Facebook promotions to increase the Fan base and to continually engage customers with the following initiatives: Secret Treasures Facebook Promotion BCF recommends that the CVB host a monthly contest on Facebook identifying 12 different, secret treasures in the destination. A few examples of secret treasures include Keewaydin Island for shelling excursions or culinary delights like stone crab claws, but each secret treasure will be indicative of the region. Throughout the course of the month, posts with clues will be revealed to aid the consumer in discovering the item. At the end of the month, one of the people who gave a correct answer will receive a Paradise Coast branded item. At the end of the year, the names of the monthly winners will be randomly drawn and a winner will be selected to receive an all-expense paid vacation to the Paradise Coast to discover their secret treasure. We will track responses through wall posts on the Paradise Coast Facebook page. Timeframe is monthly beginning in the calendar year, January 2011. Social Media Partnership The CVB will leverage its partnership with VISIT FLORIDA by continuing to pitch their Insiders to secure a placement on their niche blogs, as well as their social media channels (i.e. Twitter, Facebook, YouTube and FloridaLive Website). Naples MarcoIsland Everglades~ 77 Blog and Video Promotions Blogs are becoming increasingly popular with travel journalists. They write based on their experience at a destination, which proves to be a valuable tool for learning what travel journalists will cover. BCF will continue to pitch the destination's newsworthy items, the Destination Diary blog and Adventures in Paradise Web Videos to the top 20 travel blogs, but also promote through each of the social media channels. Based on the approved FY 2011 budget, a new idea for FYll for the Adventures in Paradise video will incorporate the Picture Paradise Video blog series. To communicate visually to consumers that the Paradise Coast is clear of oil, BCF recommends launching a series of four webisodes-one per month leading into peak season. One example of a webisode could feature short interviews and testimonials from consumers enjoying the untouched treasures of the Paradise Coast. The videos could not only be posted to the CVB web site, but also posted on YouTube and Facebook. A link to the webisodes could be distributed through Twitter, and included in appropriate press releases and announcements. This series of webisodes could deploy in September with one webisode per month leading into peak season to reassure vacationers that the coast is clear. Social Media and Mobile Application Tool Based upon the approved FY2011 budget, we will offer a tool to help travelers create their ideal vacation based on their likes and interests. Vacation Itineraries Application Each traveler belongs to a niche, whether it's a "thrill seeker,''''adventurer,''''child-at-heart, or "romantic," etc. BCF recommends creating a place where consumers can find itineraries to help them plan and execute their vacation in the Paradise Coast. Each itinerary will contain multiple locations - rendered on an interactive map - containing images, video, and written content generated by the Paradise Coast, as well as consumers. Consumers will also be able to create their own itineraries using a series of intuitive online tools designed to make the process seem less involved, even for the least technically inclined. The feature is device independent - meaning content must be available to consumers through whatever computing device they choose. As such, we see this feature living as a tab on the Paradise Coast Facebook page, as well as a mobile app, which would provide consumers the ability to upload images and video while automatically including the location. III. Destination Partner Promotion Based upon the approved FY2011 budget, BCF recommends exploring opportunities with hotel partners to create a series of "Celebration Packages."This will entice visitors who are traveling to celebrate their special occasion- birthdays, anniversaries, graduations, reunions. Special Occasion travel now marks 70 percent of all leisure trips. This idea is devoted to capitalizing on this growing trend in order to increase travel intent from this valuable audience. Since special occasions take place all the time, it will be a year-round promotion. Naples Marco Island Everglades~ ~;'''''~''tfi>..L.~.:Sl <:; C),AU.-l 78 Celebrations Promotion BCF recommends exploring an opportunity to create "Celebration Packages" with destination partners. The "Celebration Package" would include a discounted celebrations rate, along with an added hotel or resort amenity such as dinner for two at the property's signature restaurant, daily golf rounds or a spa treatment. For those offsite destination partners that want exposure along with the celebrations trend, that restaurant or attraction can provide a special add on feature offering visitors a free appetizer, five percent attraction discount, or the like. A promotional icon button will be found on the main www.ParadiseCoast.com home page drawing people to www.ParadiseCoast.com/celebrations microsite for more information. The microsite will contain visual imagery of different occasions people would celebrate such as anniversaries, reunions, etc., as well as links to the celebrations package at each individual property in which to book. In addition, BCF recommends creating a gift card feature, where a person could purchase and provide a "Celebration Package"to a friend or loved one. This could also provide a valuable news hook for celebration packages around the holidays or birthdays. IV. CVB Oeskside Briefings Another tactic to garner media relationships is through deskside briefings. For journalists who haven't visited the Paradise Coast in a while _ and even for those who have - deskside briefings are an ideal way to meet with them and let them know more about what's new in the area. These briefings have proven advantageous in terms of securing media coverage. In FYll, BCF recommends building upon the relationships and momentum that were built with media during the 201 0 New York City media event by conducting follow-up deskside briefings with major travel publications like Travel + Leisure, Conde Nast Traveler, and BudgetTravel.ln addition, BCF recommends conducting deskside briefings in Boston, where many top 100 daily newspapers with and meetings publications reside. The briefings consist of engaging in a quick sit- down session with a journalist, providing information about the area and answering any questions the editor may have about the destination. Finally, while on the media tours, BCF recommends maximizing time and effort in these markets by also pitching radio stations to encourage on-air interviews, perhaps offering listeners a vacation to Florida's Paradise Coast. CVB and BCF will determine the timeline of any desks ide briefing trips based upon overall travel schedule and budget. V. Press Trip FAMs To better target media outlets, the Naples, Marco Island, Everglades CVB can offer several uniquely themed press trip FAMs (familiarization trips) to highlight specific niches. . Nearly 70 percent of leisure trips are for "special occasions';to capitalize on this trend, BCF recommends that the CVB host a Bridal and Honeymoon familiarization tour. We would plan the FAM like an actual wedding to include a wedding FAM invitation and RSVP card, itinerary to include restaurants for rehearsal dinners, pre-wedding activities such as spa or golf, partner with venues for ceremony sites, resorts to host a mock reception or honeymoon day. This FAM will target national wedding publications and online wedding outlets (Theknot.coml. as well as and travel, feature and lifestyle writers from daily newspapers. We recommend tying the FAM around the fall 2011 Naples Sunset Wedding Show at the Naples Beach Hotel and Golf Club. Naples Marco Island Evergladcs~ 100^F1:^C'~~'.t 79 . According to the U.s.Travel Association, family travelers take an average of 4.5 trips each year. To tap into this market and showcase the destination's family-friendly atmosphere, BCF recommends that the CVB hosts a Family Fun familiarization tour. The timeframe could be centered around the opening of the new Golisano Children's Museum of Naples in spring 2011 and feature other attractions such the Children's Garden at the Naples Botanical Garden, Naples Zoo, Resort's programs, as well as restaurants catering to family travel. Media targets include parenting magazines, parenting blogs/ online outlets columnists and travel writers. . Over 49 percent of U.s. adult leisure travelers consider their pet to be part of the family and 18 percent of U.s. adult leisure travelers usually take their pets with them when they travel, according to Travel Horizons.TM Therefore BCF recommends a "Paradise for Pooch" FAM tour showing the destination's myriad of amenities, such as the pet-friendly accommodations, restaurants, dog parks and customized dog spa centers. . There is no better way for a journalist to learn and write about the beauty of the destination than to experience it first hand. Utilizing the unique experiences and imagery found on the Journey Through Paradise project, BCF recommends a FAM. We will pitch the Journey Through Paradise FAM project to a number of journalists and photo editors at the same time while maximizing resources. BCF will work with the Client and Alan Maltz to identify the best time to host a FAM. . There will be an intense focus on creation of Pre- and Post-FAMs for the 2011 Florida Outdoor Writers Association annual conference in August 2011. . The CVB is open to more FAM trip opportunities; however they do require a great investment of time and financial resources. VI. Individual Press Visits Individual and group press visits provide an ideal opportunity to showcase Naples, Marco Island and the Everglades. In addition to the FAM trips previously mentioned, the CVB develops itineraries for individual press trips on an ongoing basis, thereby showcasing events, attractions and accommodations in the area as needed. We will accommodate as many incoming FAM requests as possible, as well as target media that we might invite. Our target media will still include niche media _ to include sports, outdoor, food, romance and women's publications - in addition to more mainstream travel media. The CVB most often provides itinerary assistance for individual journalists but not travel expenses. If travel expenses are needed to accomplish the FAM, the CVB must ensure the visit is a complete "destination" experience. The CVB cannot pay airfare to host a writer that is the guest of only one hotel or resort. With the advent of newly expanded international marketing representation, we expect our incoming requests for international FAM assistance to increase. The CVB will endeavor to include as many partners as possible on a fair and rotating basis for itineraries, depending on the interests and story needs of each individual correspondent. VII. Rich e-mail for journalists and industry partners The CVB and BCF will continue to develop and distribute two electronic newsletters - one for the news media entitled Paradise Connection, the other for industry partners known as Paradise Press - through the CVB's e-mail distribution Naples Marco Island Everglades~ f"AHi^L'l~:;~ <~<:)^~:~-l' 80 software, Enflyer. E-newsletters are written in short two-three sentence tidbits and offer the media hyperlinks to access more information. Partners, especially the smaller organizations, are encouraged to send all news releases to the CVB and/ or BCF to ensure your news is included in this valuable distribution channel. It is a quick and simple task that provides a significant opportunity to reach national media. Beginning in September 201 0, we will fully utilize the CVB's C1eanpix image gallery and incorporate press suite URLs to enhance imagery used in Enflyer. We will also incorporate links to video to bring content alive. VIII. Broadcast Opportunities Television media is a wonderful media target for the PR team because of its high viewership numbers. The medium demands a highly visual story, giving ample opportunity for segments focusing on luxury travel, ecotourism, etc. - all on Florida's Paradise Coast. BCF will work with the CVB and Paradise Advertising to generate more updated b-roll for the destination. Special Interest Networks - Travel, Food and Sports emphasis The travel, food, science and sports channels are good targets for the Paradise Coast's efforts, because the area has the most to offer those media outlets. BCF will make a concerted effort to research additional opportunities with special interest networks such as The Travel Channel, ESPN for golf news, the Discovery Channel, the Outdoor Life Network, the Golf Channel and the Food Network, and create customized pitches designed to offer them a unique angle to our resort destination moving forward into 2011. Radio Promotions Radio promotions have proved to be quite successful in terms of advertising equivalency rates. The promotions center around the winners receiving a free Paradise Coast vacation, including airfare, a two-night stay at an area hotel, attraction tickets, and sometimes, dining certificates. BCF will partner with an area hotel, restaurants and attractions to receive an in kind trade (no costs associated). BCF will also partner with a major airline, such as AirTran, JetBlue or Frontier to generate more exposure for the Southwest Florida International Airport, its various lifts and the destination's increased accessibility to out out-of-state visitors. After building the package, BCF then will pitch radio promotions in the drive and select target-rich markets (i.e. Cleveland and Atlanta) as an in-kind trade to receive on-air broadcast mentions, texting and website promotions. Radio promotions will also be pitched to select in-state markets. Examples include Ft. Lauderdale, Miami, West Palm Beach, Orlando, Tampa, Jacksonville and Tallahassee. BCF and the Client will determine, which markets to target based on budget. BCF will need to know the correct public relations and promotional contact at each partner organization to ensure that the partners have access to these promotional opportunities. Naples Marco Island Everglades~ ~;, ^ lOot ^ L. l .S l" <:; C~ A ~::, .f 81 IV. Proactive Media News Bureau The news bureau is still the core foundation of BCF's PR efforts in support of the CVB. To ensure we continue to receive increased news coverage from both broadcast and print outlets, PR will focus on creating unique news hooks, as well as monitoring current news trends where the Paradise Coast is a natural fit for the story. More formal news releases will focus on the events, while the individual pitches will leverage the individual attractions and packages as part of more overall trend stories. Trend pitches can include: romantic excursions, regional cuisine, budget travel, family travel, holiday traditions, wedding/honeymoon destinations, women travel, kite surfing, diving, ecotourism, etc. Other trends that the destination can tie into, include, voluntourism, special occasion travel and pet-friendly travel. Broaden Media List and Editorial Calendar Opportunities The PR team will ensure the media lists include publications focusing on various general and vertical markets, where the Paradise Coast can secure news coverage. This includes, but is not limited to, both print and online versions of the following niche media. In addition to these efforts, we also will broaden our editorial calendar lists that detail the story angles the publications will focus on in a given month, and increase our pitching efforts toward those editorial calendar listings. . Consumer Travel publications (including travel books) . Travel Industry Publications (Travel agents, tour operators, etc.) . Regional newspapers in our target markets and beyond . Regional radio and TV outlets in our target markets and beyond . Diversity magazines and newspapers - print and online . Women's and men's general interest publications . Parenting magazines . Meeting industry publications . Sports magazines . Television networks and shows, including golf and fishing Incorporate Calendar of Releases for Pitching Area Events and Attractions BCF will research and distribute a regular series of topically themed destination releases. The CVB will include as many relevant partner examples within these releases as is appropriate. These releases in development include but are not limited to: Naples Marco Island Everglades~ J" ".... P1 A L. E :;;;~" (:~ <:> ^ ~:; .,. 82 a. Destination Themes . JourneyThrough Paradise project to include 3-S news releases, backgrounder, Alan Maltz biography. . Voluntourism . Green Travel . Special Occasion Travel . Pet-friendly Travel . Learning & Enrichment Activities during Paradise Coast Vacation . Family Fun . Unique Dining Featuring Local & Regional products . Celebrate the Arts . Outdoors & Nature b. Unique Local Developments with Larger News Tie-In . Clean beaches and pristine attributes to debunk the negative perception the oil spill has had on the destination. . Ghost Orchid in Bloom at Corkscrew Swamp Sanctuary (made famous in book & movie) c. Event Related Promotion . Celebrate the Arts and Naples International Film Festival (November 2010) . Naples Originals Culinary festival (December201 0) . Naples Winter Wine Festival (January 2011) . Florida Outdoor Writer's Conference (August 2011) . Paradise Coast Kayak Festival (April 2011) In addition to working on promotion of the above referenced events, BCF will also proactively distribute events information to events calendar contacts for major targeted publications to include newspaper travel sections, AAA publications, Southern Living, Florida International and many more. X. Paradise Coast Blueway In 2011, BCF will assist the CVB by researching data programs that will store GPS waypoints for Phase 2 for the Paradise Coast Blueway. Once established, the CVB will direct the parties involved in the creation of GPS trail information to be used, along with destination information, as the basis for a Phase 2 map. This information will then be ported over to the ParadiseCoastBlueway.com Web site. Naples Marco Island Evcrglades~ ~:> ^ H: Po. L~ ~ "':.~" <:; <;:" A ~:; -f 83 XI. Media Tradeshows Throughout the year, the CVB and BCF are presented with several opportunities to host a table/booth at media "trade shows," where the CVB representative can interact with a large number of travel journalists. Because these marketplaces are held in a variety of locations, the journalists attending are generally varied at each one. BCF will work with the client to identify the most beneficial marketplaces, coordinate the logistics and man the booth.The possible marketplaces include NATJA, Travel Media Showcase, PRSA Travel/Tourism Conference and SoMe Conference. Certain news pegs to promote during trade show: . Journey Paradise Coffee Table book. . New Children's Museum . Outdoor Adventure Finally, BCF will research the possibility of hosting either NATJA or PRSA Travel/Tourism conference in the Paradise Coast and work with the Client to determine if it is a good opportunity based on return on investment. As dates and locations for each tradeshow is released we will discuss with the CVB. XII. Award Opportunities The Paradise Coast has won many awards over the years that further enhance its reputation as a premier destination and offered third-party credibility. BCF will continue to research and aggressively target the following three types of awards, if deemed appropriate: . Favorite travel destinations . PR/Advertising industry awards . State travel awards (Flagler Awards) Journey Through Paradise JourneyThrough Paradise is a program that will provide a one-of-a-kind, immersive experience that leads our audience through the Paradise Coast in a way they've never seen it before - through the eyes of world-renowned photographer, Alan Maltz. Through the tactics outlined in this plan, travel consumers will be encouraged to follow Maltz while he gives us a firsthand look into his world and captures the essence of Paradise Coast, as he searches and comes upon the perfect shots to complete his book. Travel consumers and media will be enticed to join the journey through interactive discussions and promotions that serve as a call-to-action to targeted travel consumers:to grab their camera, their hunger for adventure and join Alan Maltz as he guides them on a JourneyThrough Paradise. This program involves the entire convention and visitors bureau and is inclusive of advertising, interactive web development and public relations components. Therefore the program's tactics will fall under multiple budgets, not just public relations. JourneyThrough Naples Marco Island Everglades~ P"_"\'~AL.~~;;l <:;<:>AGl 84 Paradise public relations tactics that will be included under the retainer have been incorporated into the fiscal2011 PR plan. A separate estimate proposal will be provided for the remaining tactics. Tactics that will require additional funding include: Journey Through Paradise Micro Site - Summer-Fall 2010 BCF recommends creating a micro site to showcase and track the evolution of the JourneyThrough Paradise project.The micro site would have a unique URL that would be promoted to travel consumers and media to drive awareness for the project and could be tracked for performance analysis. The site would not only include information about the Journey Through Paradise project and Alan Maltz, but would also feature: . JourneyThrough Paradise Map - Travel consumers and media will be encouraged to follow Alan's JourneyThrough Paradise via an interactive shoot location map. The map will feature photos Alan captured at specific locations throughout the journey, provide travel consumers with facts about the locations and tips for capturing their own paradise moment in those locations and will encourage travel consumers to upload their photos from the locations to the interactive map. . A blog - to provide interactive dialog with travel consumers and media. Slog can be authored bi-weekly by Alan and/or BCF, and/or a CVB representative. . Webisodes (see tactic below) - to provide travel consumers and media with an interactive and virtual behind the scenes look at the creation of the collection of images from the Journey Through Paradise project that will culminate in a coffee table book. . Journey Through Paradise travel itineraries and package information (see tactic below) - to provide travel consumers with a suggested travel itinerary and vacation experience based on the series of JourneyThrough Paradise photos. . Your Shot at Paradise Promotional contest (see tactic below) - a contest providing consumers with a chance to win an expense-paid vacation and an apprentice opportunity to experience the Paradise Coast through the lens of Alan Maltz. 'Image Gallery - to include photographer's notes about the images. . Media information The Making of Journey Through Paradise - Summer 201 0-Fa1l2011 In order to catapult the JourneyThrough Paradise project into the travel consumer and media spot light, BCF recommends following and chronicling Alan Maltz on his photographic journey to give target audiences an inside and behind the scenes look at how the images of the Paradise Coast are captured. BCF will work with Alan Maltz to coordinate a shoot time to capture footage of Alan on his JourneyThrough Paradise. Footage can be captured in key locations and follow the subject areas that have been agreed upon by the CVB. Naples Marco Island Evcrglades~ 85 Once the footage has been captured BCF will create a trailer to tease the release of a mini JourneyThrough Paradise documentary that can live on the Journey Through Paradise sitelet. This documentary will be released as a series of webisodes and will provide travel consumers with tips as well as an inside look at the making of the Paradise Coast collection of fine art photography. Consumers and media would be able to opt-in to a feature on the Journey Through Paradise sitelet that would provide them with updates, announcements and notify them of the next webisode release. Promotion of this tactic would be supported through traditional media and social media outreach. To elevate the profile of the webisodes, BCF can work with the film & entertainment office to explore potential opportunities for working with celebrities or personalities with a home or tie to the Paradise Coast. The footage could not only feature Alan and the JourneyThrough Paradise project, but also feature a celebrity discussing how they found paradise in Naples, Marco Island or the Everglades providing credence and endorsement to the project. Once the series of webisodes, has been completed BCF could work with the CVB to find grants to repurpose the webisode footage to produce a full feature documentary on the JourneyThrough Paradise. The documentary could also carry a message of preserving the environment and protecting the Paradise Coast. The Journey Through Paradise documentary could be released at various film festivals including the Naples International Film Festival. Your Shot at Paradise - Spring 2011 To engage consumer interest and intrigue, we suggest launching a national consumer, promotional contest through the Journey Through Paradise micro site and social media platforms. Travel consumers will be encouraged to register to win their Shot at Paradise, including an expense paid vacation and apprentice opportunity to experience the Paradise Coast through the lens of Alan Maltz. In addition, perhaps the contest winner/s could also receive an opportunity to have one of their photos highlighted in a special area on the Journey Through Paradise micro site, featured on the Paradise Coast Facebook page and included at the end of the Paradise Coast coffee book. Journey Through Paradise Exoeriential Packages - Fall 201 0-Fa1l2011 BCF recommends extending to travel consumers the opportunity to experience the paradise moment featured in each of the 10 Journey Through Paradise images selected by the CVB. Each package would be tailored to the specific image and feature a travel itinerary that is reflective of the image. Packages could be created and launched at the same time or we could feature a new package with image each month. Partnerships: It is important to establish partnerships with strategic businesses and organizations to extend message penetration and to further generate awareness for the Journey Through Paradise project. While the following partnership recommendations have not been confirmed, BCF recommends exploring potential partnerships with the following organizations and businesses: Naples MarcoIsland Everglades~ *" A. l'~ Po. C, E..,. <:; <:> A. ~:, -1- 86 Visit Florida - Fall 201 0 Since Alan Maltz is renowned throughout the state for his work, BCF recommends approaching Visit Florida to see if there is an opportunity to feature Alan as a Photography Florida Insider. This would provide an additional platform and channel through, which to generate greater awareness for the Journey Through Paradise project. While Alan would probably be expected to discuss other locations as well throughout Florida (which he can since he has developed coffee table book for other Florida locations), much of the same information that will be created for the JourneyThrough Paradise micro site, could be replicated on the Visit Florida Insider tab, to include: blog, videos, Q&A, as well as Alan's top picks for photo spots. United Arts Council of the Paradise Coast - Fall 201 0 Because the Paradise Coast embraces the arts and according to visitor profile research, arts and cultural continue to be a top area of interest for visitors, BCF recommends exploring a partnership with the United Arts Council of Collier County (UAC). Perhaps the images that have been selected by the CVB for the JourneyThrough Paradise photography collection and coffee table book can be unveiled during "Celebrate the Arts" month in November in a key location or high-traffic area during "Thursdays on Third" or "Evenings on Fifth." In addition, to generate more awareness for the collection of photos, perhaps we can hold a photo naming contest. Travel consumers and Florida residents will be invited to submit their name ideas and asked to provide a 2-3 sentence summary of how they think the photo defines a paradise moment.The winner will receive a meet & greet with Alan Maltz, recognition on the Journey Through Paradise micro site and a weekend experiential package based on the photo that they named. BCF will work with UAC to include information about the JourneyThrough Paradise project in "Celebrate the Arts" month promotional collateral. Conservancy of South West Florida - Fall 201 O-Spring 2011 Conservancy of South West Florida (CSWF) is dedicated to protecting the quality of wildlife in the region. Since Alan will be capturing the essence of the Paradise Coast wildlife during the Journey Through Paradise project and since protecting the wildlife is not only a passion of Alan's, but also of regional importance, BCF recommends exploring a charitable partnership with CSWF. BCF can explore ways in which to promote the JourneyThrough Paradise project leading up to the Magic under the Mangroves 2011 event, where a large print of one of the selected images for the Paradise Coast coffee table book could be auctioned off with proceeds benefiting CWF initiatives. Jet Blue - Summer 2011-Fa1l2011 Jet Blue, provides service from Charlotte, Raleigh, Richmond, Pittsburgh, Boston, and Newark to Southwest Florida International Airport in Ft. Myers, as well as a couple of the Paradise Coast's key target markets to include, New York's JFK and Chicago O'Hare. BCF recommends leveraging the relationship that has been already established with Jet Blue to explore promotional opportunities for the JourneyThrough Paradise project. BCF recommends creating a promotional opportunity through the in-flight entertainment and/or a collateral piece on JourneyThrough Paradise that can be distributed or posted in a visible location on the flights that are inbound to Southwest Florida International Airport. In addition, perhaps BCF can leverage the relationship that the (VB has with the airport to create a visual display or exhibit showcasing the JourneyThrough Paradise project in the Jet Blue concourse of the terminal. Naples Marco Island Evcrglades~ ~:'^I;'t^L.f~,;f" 87 Photography Industry Partnerships- Fall 2010-Fall 2011 BCF recommends leveraging the relationship Alan has with Fuji film, Epson printers, Canson paper and/or Nikon to expand the reach and visibility of the Journey Through Paradise Your Shot at Paradise consumer promotion, as well as the interactive paradise moment feature on the JourneyThrough Paradise map located on the micro site. Media Teaser - Fall 201 0 To peak the interest of targeted key journalists with national media outlets, we recommend sending them a media teaser, which would consist of a digital photo/video frame loaded with a few of Alan's images and the JourneyThrough Paradise trailer. The purpose of the teaser is to not only visually peak their interest, but to entice key journalists to write about the Journey Through Paradise project and/or solicit their interest in coming to the Paradise Coast to experience the Journey Through Paradise first hand on a press visit. The digital frame would be accompanied by a pitch. Pre-Launch and Paradise Coast Coffee Table Book Unveiling Journey Through Paradise Local Market Media Tour - Summer 2011 Once the collection of images has been completed and just prior to the unveiling of the coffee table book, BCF recommends creating a portable exhibit that can be erected in high traffic areas and prominent locations in key markets to generate awareness about the Journey Through Paradise project and forthcoming coffee table book. Prior and during the local market tour, BCF will conduction media outreach to secure media interviews for Alan Maltz and/or a (VB spokesperson. To further peak the interest of consumers, perhaps a chance to win a trip to the Paradise Coast could be a tie-in to the exhibit promotion. Journalist"Coffee Talk" - Late Summer-Early Fall 2011 Once the Paradise Coast coffee table book has been completed, BCF recommends holding a sneak preview (perhaps in partnership with a MZB brand coffee) in New York City with targeted journalists. The "Coffee Talk" could showcase the Journey Through Paradise project, the making of the Paradise Coast coffee table book, as well as a meet & greet and Q&A with Alan Maltz. Paradise Coast Coffee Table Book Unveiling - Fall 2011 To generate significant visibility for completed the Paradise Coast coffee table book among travel media, BCF suggest unveiling the book at a travel media convention, perhaps at the 2011 Travel Media Showcase. An exhibit of the Journey Through Paradise-the making of the Paradise Coast coffee table book could be displayed and Alan could be onsite to conduct a meet & greet and book signing with the journalists. Naples Marco Island Everglades~ J"^H:^L'~ t". <:;C>AG 88 FY'll PUBLIC RELATIONS DEPT. BUDGET .12% II CONTRACTUAL 11II PRESS EVENTS D TRA VEL/REGISTR DOPERATING 11II PROMOTIONAL Naples Marco Island Evcrgladcs~ ~" ^ l'~ ^ C, ~ ~'. ~ <:; <:> ^ ~,; 'I 89 FILM COMMISSION PLAN COLLIER COUNTY FILM COMMISSION STRATEGIC PLAN - 2011 Objective Strategy Measure Budget Generate and solicit industry Exhibit @ industry trade shows Lead follow-ups, partner with other production to the area local production-oriented groups for participation and in-kind sponsorships travel & registration budget Reinforce established clients, Make sales calls in tamet markets (NYC LA) determine and nersue potential clients Coordination with the Participate in Florida industry events National Association of Television 12S0. Governor's Office of Film & Production Executives in Miami Entertainment Los Angeles liaison FAM in Naples Dovetail marketing/ad strategies HashTag in ads Production coordination Working w/ OFE Production Mgr. A standardized system is being Revenue tracking developed through OFE/Film FL Committee to create state-wide handbook for film office On website/hard copy available in Tax incentives application office OFE website/Reel-Scout Parallel to Vision Net Participate in Industry's "Rally in Legislative agenda and initiatives Tally" and Film Production Day pro rate travel 400. Provide proactive client Rapid response time to all lead and permitting Electronic permitting support and communication reauests IndiVidualized location accounts and password access through website or location library, addition of videos including encouraging clients to Continual up-date of location library and upload trailers, outtakes, etc. to the shootinnaradise.com site total website budnet 1 3 000 Naples MarcoIsland Evcrglades~ P -"'" l''l: ^ C, ~ .::,; ~ <:; <:> ^ S -I' 90 Obiective Strateov Measure Budoet Maximizing social networking opportunties Twitter, FaceBook, FourSquare, Continued Tumblr + cell phone and e-mail phone + IT pro rate 1 SSO. On-line/database crew and support information ProductionHub, doddle, Reel-Crew Provide script analysis, location breakdows and site specific scout in a Increase scout days Develop "retro" journal based on originalllLocation Guide!' with electronic component Increase scout days Uodate/ OFE and I1lmflorida.ora information Develop local relationships to Working knowledge of local production companies, Quarterly networking events at local increase resource information supplies and talent production venues, membership in of the area local production organizations (NIFPA, UFT A); participation in NACC Film rnmmittpp UFTA 7S. Maintain local database of crew and support Encourage local production services community to list with mobile and on- Public speaking: Inform local community to the Speakers Bureau registration, local CVB's activites and the role of the 111m ofl1ce as an associations & organizations economic developer Press releases & media Create/deliver press releases on 111m ofl1ce Increase placement and awareness in activities, respond to media inquiries, comment on media 111m-related sub.ects for nress Complement CVB's PR, Sales Working knowledge of local accommodations, On-site tours/participate in and Advertising Agency activities established FAM activities When target-audience projects (national cable/network, commercials) alert agency to Ad placement based on locally oODortunities roduced proiects (proiect specil1c) pro.ected budaet SOO. Obiective Strateav Measure Budaet Maintain an integrated role Business referral with CVB, NACC, Arts Assoc., etc. Increase in film permits with all city/county/state Facilitate with applications for permitting, tax entities credit qualil1cation City ot Naples, City ot Marco ISland, Collier County, state and national parks, FDOT, DEP, CC Sheriff's Dept. NPD (road closures, noise control, parking, security. lTC, pyrotechnics- coordination Professional affiliation with production associations Attend Locations 2011 in LA (world's largest exhibition of 111m locations), Locations Guide Book and attend quarterly meeting of FFL including Travel + registration 88S0., Association of Film Commissioners International special session in Tallahassee Membership 600. Complete Master's case study Partnering efforts in marketing, promotions, trade shows, and sales Film Florida missions Membership SOO. Naples Marco Island Everglades~ ~;>^H:^C~~"~:.~" C'<:)^~:;T 91 FY'll FILM OFFICE BUDGET 1IJ41% !'ITRAVEL/REGISTR. . ADS/PRODUCTION D SPONSOR/PROMO DOPERATING .10% 06% Naples Marco Island Everglades~ J"AF{AL'l~:,I" 92 SPORTS MARKETING PLAN Goals 2011 Sales Plan Continue to County as a sports destination in conjunction with local businesses and hotels; and to market North Collier Regional Park and other sports facilities in the County to attract sports events. Attend TEAMS and NASC conferences; continue to majority of new sports events involved with the Florida Sports Foundation. during the 'shoulder' and summer seasons. The mission of the seee is to enhance the quality of life and the economy in Collier County by taking the lead in promoting, acquiring, and supporting a diversity of youth and adult amateur athletic and sporting events. received from conference attendees. Enhance 'Corporate Sponsor' memberships of the Sports Council by encouraging them to become Jong term partners by increasing the return they get from sporting events. Track the economic impact to the local economy of all sporting events attracted and operated by the Sports Council and its members; focus on month to month comparison statistics on hotel bookings from sports events. Continue to develop the Sports Council's working partnership with Avanti Housing in obtaining special event rates, tracking hotel room nights per event, billing of partners for the Sports CouncWs rebate, and provide reporting statistics for the rDC; Have an employee focus on getting local community involved as opposed to bringing in events. Number of new corporate sponsors. Use hotel report statistics to track the number of room nights occupied per event. Avanti Housing hotel reports. Continue to promote event participants to book through Avanti Housing. Make sure to keep in continuous communication to ensure everything operates smoothly. Avantl Housing hotel reports. Recruit at least two new hotels, Encourage current members to invite businesses or hotels Number of new local members. three restaurants, and two other to attend our monthly meetings in hopes that they will be related businesses to enhance the interested in the benefits of being a Sports Council partner. Sport Council's public-private partnerships initiative. Naples Marco Island Everglades (VB 2011 Notes Sales cost only reflected - marketing cost are additional unknown $$ Naples Marco Island Everglades~ J;>^H!^L'~St <:~<:)^G-J 93 Goals 2011 Sales Plan Enhance and sports marketing print and media advertising campaign focusing on the Naples, Marco Island, and Everglades destination and amenities, while understating the athletic event message. Continue to enhance the Sports on website; continue to make the ease of Council website throughout 2011. website more user friendly and interactive which will allow updating, and feedback from the Sports Council to maintain full control over content. sports council members. Create advertising and public relations campaigns that target event promoters and events right's holders in sports events. Focus on advertising in $portsEvents, SportsTravel, and Sports Destination Management magazines. CVB Public Relations and Sales & Marketing managers in attracting and hosting sports related annual meetings. Continue to develop our relationship with Parks and Recreation Dept. Naples Marco Island Everglades (VB 2011 Coordinate and attend monthly meetings of the Sports Council of Collier County; work closely with the Sports Council to coordinate and attract events to our area; identify events that fit well with our facilities, and that occur during the 'shoulder' and summer seasons. Strengthen our working partnership with the Lee county Sports Authority and Sports Organizing Committee on attracting and operating large events. Attract at least 3 major sporting and/or athletic events that are not Soccer or softbalL Continue to work closely with Parks and Recreation athletic staff in tournament development, implementation, operation, and evaluation. Continuing to develop a relationship with maintenance staff and take into account any ideas/suggestions they may have. Allowing for part time and intern assistants will sports marketing coordinator to focus full time on bringing out of season events in. Sharing trade show floor space; focus on the addition of Charlotte Harbor and the Gulf Islands CVB to the newly established SWFL Sports partnership. Continue to network with neighboring sports commissions at NASC and TEAMS. Track how many calls are received from ads. Total events. Total number of higher budget events that counties share. Implement a sports council only campaign directed towards Amount of inquiries received in event rights holders of nontraditional events; Book and set regards to holding a appointments with non traditional event rights holder at nontraditional event. conferences. Staffing ourselves at the Parks and Recreation offices, holding monthly meetings to discuss the events calendar, suggestions, and other related topics. Maintenance appreciation party, bi-weekly updates to crew leaders of events, interacting on a regular basis. Evaluate event operation after the event takes place. Evaluate employee hours to determine worker exhaustion due to volume of events. Notes Sales cost only reflected - marketing cost are additional unknown $$ Naples Marco Island Evcrgladcs~ ~'>AH:AC'~~:;~" <:;<:>An.r 94 FY'll SPORTS DEPT. BUDGET 11I30% I!iilADS/PROMOS .TRAVELIREGIST o OPERATING Naples Marco Island Everglades~ J:>Ahl!^C'~~"l <:~<:)An-, 95 ARTS & CULTURE PLAN Overview: Our area is blessed with an abundance of arts and cultural offerings and events that most communities our size do not have, including a vibrant performing and visual arts scene, historic downtown district and superb area museums. These offerings are a great addition to a visit to the Paradise Coast and in some cases are strong enough to be a reason to visit on their own. Per our 2009Tourism Impact Study, over 16% of visitors are attracted to our destination by cultural activities. Objectives: The overall objective of this marketing effort is to promote our many arts and cultural offerings. Situation Analysis: . Cultural Arts Committee:This committee meets on a monthly basis. Representatives from the arts and culture community participate to discuss projects and strategies to further the participation by visitors in these activities. . United Arts Council of the Paradise Coast: UAC is the official arts organization for our area. They maintain a website at uaccollier.com that lists all the arts organizations and events in our area. A hyperlink to the UAC site is included on the home pages of both Events and Arts & Culture sections within the CVB's Web site. The UAC also publishes a monthly calendar of events that the CVB supports with a TDC grant. . Special Events: November has been designated by the UAC as Celebrate the Arts Month to promote the local arts and cultural community and to involve more residents and visitors in cultural activities. In addition, a number of strong arts and cultural events take place throughout the year, with the exception of summer. . Continued Growth:This market segment continues to expand, and with limited staff, may need to look to private sector assistance from supporters of this segment to sustain and grow its future potential. Current Strategies: . Dedicated Arts & Culture Section within destination website:This section includes expanded partner listings with ability to contain descriptive information, images, hyperlink and special offers. Webpage also links to various arts & culture related web videos and articles. . Arts, Culture & Heritage Printed Guide: Printed in early 2009, this piece continues to be used as fulfillment of inquiry and distribution at trade shows. As printing the piece is costly, an update or reprint in the coming year would only be possible with financial assistance from Visit Florida grants or partner support. . Arts, Culture & Heritage Digital Guide:This piece was created as well in 2009 to expand on the information available in the printed guide. This also provides a more interactive environment for potential visitors to learn about area arts and culture offerings through video, audio, rotating images and hyperlinks to partner Web sites. This guide is currently available on the destination Web site as well as offered to partners for display on their respective Web sites. Naples Marco Island Everglades~ J:>""~:~AC)~S:.; 96 . Dedicated Consumer E-newsletter:To promote the Celebrate the Arts Month in November, the monthly consumer e-newsletter for October deployment centers around arts and culture offerings, and includes a hyperlink to the digital Arts, Culture & Heritage Guide. New Strategies: . Create an updated and enhanced digital Arts, Culture & Heritage Guide to be rolled out in time for November 2010 Celebrate the Arts Month. Also, team to explore ways to expand distribution and increase flexibility of updating the guide. . Work with United Arts Council to increase distribution of printed Calendar of Events and build an enhanced digital version for wider distribution. . Identify group transportation partner to offer organized tours of our museums and art galleries. . Research cultural publications that will provide an opportunity to increase the branding message via use of half page full color arts and culture advertisements. Naples Marco Island Everglades~ 97 FULFILLMENT PLAN Goals: To fulfill all requests for information about the Paradise Coast tourism offerings in a timely and efficient manner. To support the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) with assistance in special mailing, telemarketing, and other projects as an extension of their staff. Objectives: 1. Fulfill information requests within 3 business days of receipt of the request, unless volumes are too small for postage savings. Then fulfillment will be within one week of receipt. 2.Answer phone call inquiries with a live voice 24 hours a day, 7 days a week. 3. Maintain an up-to-date inventory of hotels, attractions, shopping, and other tourism activities in electronic format and verify annually. 4.Maintain a comprehensive database of names, addresses, and other contact information of all inquiries and from lists provided by outside sources. 5.Deliver monthly comprehensive reports to the Paradise Coast tourism office detailing the number and source of information inquiries. 6. Maintain interface with online hotel booking service for voice support. 7. Insure that information requests have valid addresses, duplicates are kept to a minimum and requests are allocated to the correct sources. Strategies: 1.Answer incoming phone calls for all toll-free numbers within the U.S. and Canada. 2. Record all inquiries from phone, Web site, publications, and the tourism office to include names, addresses, phone, e-mail, origin, purpose of trip, and date of potential visit plus any additional data included. 3.Assemblemail responses, address, sort, and deliver to post office, normally twice weekly and at least weekly. 4. Maintain and respond to any Live Chat or Text Chat requests from the Web site. 5.Maintain e-mail address list of customers who have agreed to receive our messages and send lists to Miles Media for e-blasts of promotional efforts in support of Paradise Advertising & Marketing, Inc. or the Tourism Department. Naples Marco Island Everglades~ J"..."F{^L<t~:~I. 98 6. Report monthly to the Tourism Department and the Tourist Development Council on all inquiry activities with a comprehensive analysis of inquiry types, source, origin, state, and country. 7.Send hotels and attractions the inquiries received weekly. 8. Maintain at least a 90-day supply of fulfillment materials and print additional envelopes, labels, and other supplies when needed with pre-approval by the Tourism Department. Report on inventory levels monthly. 9.Maintain software programs to fulfill all tasks. 10. Maintain pre-sort and other postal permits for mailings. 11. Assemble and mail process all press kit requests. 12. Assist in obtaining and disseminating emergency information (i.e., accommodation availability.) 13. Work with the CVB and marketing firm to understand the media buy plan and changes and program them to correctly allocate requests as they are received. 14. Work with the CVB's publications to resolve problems with information requests - excessive undeliverable addresses, excessive duplicates, etc. 15. Perform e-blasts as requested. Naples Marco Island Everglades~ P^I:~AL~~S.f C<:)AS'~ 99 PROMOTIONAL PROGRAMS Promotions provide a great option in targeting specific key markets or reaching general marketing goals. Combining some or all of the available marketing tools, a promotional campaign in support of distinct elements within the Paradise Coast can raise brand awareness, expand databases and bring attention to the area. The following are promotions for consideration in 2011 and provide an overview of the type of promotion that could be put into place to make a positive impact. Each will be driven by a variety of different tools, some by paid media, others virally or through other social aspects but the key to remember is that they are: . Different and fun . Fully integrated . Real and cross platform . Will take the brand further and support new initiatives Goals: . Create individual promotions that highlight distinct positive elements of the Paradise Coast . Introduce new offerings . Entice consumers to visit . Enhance/strengthen the overall brand message Geography: Domestic Target major feeder markets in the: . Northeast (NewYorkl. the Midwest (Chicago) . Florida, specifically Miami/Ft. Lauderdale, Orlando, Tampa Bay area/St. Petersburg/Sarasota, Southwest Florida and West Palm Beach. International: Emphasis on the United Kingdom and Germany, including potential partners and travel trade publications. Strategies: . Utilize a combination of promotional, partnerships, viral and paid media . Secure various retailers and appropriate manufacturers and negotiate three to four night giveaway packages to the Paradise Coast . Develop promotions that reflect the brand identity Naples Marco Island Everglades~ ~"p..!'{'^L'f~"1 <:;<::>A:::;.-r 100 Promotional Campaigns Purrfect Paradise Following from the successful media promotion in 2010 with Cougar Town, a first national promotion targeting women 40+ could be launched in the Fall. As "cougars"fit the age, income and destination attributes of the Paradise Coast and are a huge potential market, this promotion could have a major impact on domestic and international female travelers and can separate the County from the competitive set. With partners such as spas, hotels, limousine companies and even elective medical facilities (medical tourism is growing exponentially), Purrfect Paradise will utilize our existing databases, the database cultivated from the Cougar Town promotion, social media and paid media through outlets such as ABC to raise awareness of the Paradise Coast and its offerings. Family Splash A family promotion provides an ideal avenue for a major Summer push for the leisure market. With destination attributes that suit active families including clean beaches, Summer Splash would be an event or series of events specifically aimed at families to drive or extend stays in the Paradise Coast. Working in conjunction with partners including sponsors, the Sport Council and others, the promotion would tie in to other scheduled events should as a Volleyball tournament and expand the active elements by adding additional events such as skim boarding, kayaking and water bike races. For parents who would like to spend some vacation time without their children, kids day camps could also be included that offer supervised activities such as horse riding and kayaking. The Family Splash promotion would be led by the digital team, specifically through social media and existing databases. J" ,," t''t ^ t::J f.S I;: Naples MarcoIsland Evcrgladcs~ 101 Green Means Go! In conjunction with new Green website, which is currently under construction, a promotion will be initiated to coincide with Earth Day (April 2011) launching the Paradise Coast's green programs to a new level. Green tourism has huge potential for the Paradise Coast and in the wake of the recent oil spill, a specific green promotion, that may include voluntourism, will enable the Coast to grab the lead and truly set us apart from the competition. Utilizing Eco, Green and niche media plus viral and Social media, the promotion will target our existing databases and also include a dedicated Green e-newsletter. Additional features to raise awareness could include: . A competition within the state of Florida where students from the numerous colleges and universities could enter a green vehicle race . An incentivized event to "get to Naples the Greenest way" Naples Film Festival Working with the Film Commission and the Film Festival to raise awareness of the opportunities available for filmmakers in the Paradise Coast, a promotion would be held for film makers/students. Utilizing social media and public relations through film schools and film publications, the promotion would ask for entrants to create a the Paradise Coast-themed trailer or short movie. The promotion would be launched at the 2010 film festival and the winning movies would be included as part of the 2011 festival. Florida Brides: A Bridal/Wedding promotion would target a state wide market utilizing NBC affiliates in the state of Florida and similarly to the Today Show's national bridal promotion. E Harmony: Targeting singles through the very popular E-Harmony dating site, a promotion would offer E-Harmony members an opportunity to win a trip to the Paradise Coast. It's a Guy Thing: Similar to a girl's getaway, a promotion would combine many of the partners in the Paradise Coast that appeal speCifically to men and highlight them to the target audience. Week of Chic: A promotion would be designed to combine fashion, dining, etc. with the goal of highlighting the Paradise Coast as a cultural destination. Naples Marco Island Everglades~ P^H~^L'~Dl <:;C>AG."j 102 PARTNERSHIPS In addition to co-op partnerships with hoteliers, Paradise has developed numerous non-traditional partnerships. These win-win relationships include restaurants, attractions, Visit Florida, credit card, car rental companies and others. Paradise is pro-active with the outreach to potential partners. The agency also helps execute campaigns and promotions along with reports on the success of those partnerships. Current partnership relationships with the Paradise Coast include Visit Florida, the Paradise Coast Economic Development Council, Naples Chamber, The City of Naples, Southwest Florida International Airport, The United Arts Council. JetBlue and others. Naples MarcoIsland Evcrglades~ ~" A ~''€ ^ CJ ~ :;,;~" <:::; <:> A n. -r 103 EMERGENCY PLAN The Agency has worked with the CVB and partner agencies to develop an extensive Emergency Communication Plan to help minimize the negative impact on tourism that may result from damage to the Paradise Coast or the perception of damage to the Paradise Coast caused by a declared emergency situation. The goal of the plan is to make prospective leisure and group visitors aware that the Paradise Coast is a pristine beach and relaxation vacation destination awaiting their visit. Included within the plan is the emergency team contact information, timelines for various scenarios, partner communication overview, as well as advertising, public relations and production implementation strategies. Naples MarcoIsland Evcrglades~ J=> ..<>.. l:~ A C, ~ ,~:; t" <:~ <;) A ~:;; -1 104 MEASURING RESULTS: In an ongoing effort to assure our effectiveness and the efficient fulfillment of our efforts, we carefully monitor and measure our outcomes through the following methods. . Focus group research - Provides insights into our targets, reveals trends and provides a measurement of our messages. . Inquiry analysis - The source, timing, cost, etc. of telephone, email, online and mail inquiries is analyzed monthly, quarterly and annually. . Online tracking and analysis - Number of unique visitors, click-through rates of ads, time spent on site and more is tracked and analyzed. . Third-party research - Whether from the state of Florida, travel trade associations, or through paid third parties (such as Smith Travel Research and DMAI) we constantly and continually review and analyze data and trends. Additionally, quarterly roundtables are held our destination accommodations and attraction partners. . Media data - A broad and growing number of sources are constantly considered in order to qualify our selection of media used to reach our targets. . In-market quantitative studies - Monthly interviews provide ongoing analysis and in-depth information about visitors while in the destination. . Conversion studies - Provides insight into visitor activities after they have visited the destination and helps determine, which approaches have been the most beneficial in influencing their decision to visit. . Tourist development tax - The ultimate measure of the effectiveness of our efforts, along with ADR, RevPar, in-market spending and other in-market measures of visitation impact. Naples Marco Island Everglades~ f'" ....... F{ ^ C. E ~,:; l <:~ <:> A :';1 105 Detailed Timeline For Completion of Projects The following provides by month, media and initiative the annual plan. .. Paradise Medi. ronsum Ma ozines. Donwstic S F1oridaTrav'] ~Life urFro mer's u e Trave F1oridaTravel&Lifes les Co mer Directories. VfSIT F RIDA niti='" & Visit rs uide VTSYl""L"T^RIDAMa azine-ORTa VT"-ITn RIDA - FI ri Insid r ui _ OR NaoJes, Marco Island and the Evert!lades Official Visitors Guide _ OR Ta ~sumer E-Marketin en Fl~da an E-Mo azines VI RID PA E .com ndM ilerm ressi s VISITFLORIDA Video Article Renewals + One New Video Unit onsumer News Collinson "Fall,,-n;;.t-of-State Collinson "Fall" In State Consumer Dimtal~ Paid Media and Social Media Mano....ment $3.2 M Plan NAPLES, MARCO ISLAND AND THE EVERGlADFS 2010/2011 MEDIA RECOMMENDATION OVERVIEW ~ ....n"n_ ,.HC 2 Pan.., .11"' 1 P e----;;;: I 2Pa e C 2-PaDC S read C -p ~ Guide (Soread and Cover) nlineVari UliSt~ardn;;its Online Various Standard Units I 2 P""c ---;;;; Onlin lmnressions. Mobile 1/2 Pa"c4iC; Online Imnressions; Mobile Facebook; Twitter; YouTube Fall ~;:~~~~~t~:a~Zeap~~w;~:~~Ping, wit u 's la 'tinn_Wi S rbitz.C(lm eArl Words Dis a Ad Prom tion e d W s w ther.com Mnbile earn ai Winter d S Su er kets is la B on W the e Words Na I~ Marco Island and the Eve ades and Jet Blue Winter Promotion lCiveawa" Promotion on Jet Blue FacebooklTwitter {'nnde N st Trav ler February Fl~~~:~~~~~o;;~~~e (1/2 Page) NYTimes_~omMobile Mobile Banners ArticleTcxtl-Da ershi Di 'taIConsumere~NewsletterDirectMarketin Dis la Ad Promotion bile ve' i I bile lie ion ile liea. r e SocialMediaMan e ent 0; .,&" il""iiif' Nationnl 'hicann USA Toda VISIT FLORIDA Travel Insert National Weather Channel New York S tTelevision ableTeevisio Pre iwn Trave! ~et rk Ya oLe Weather.C(lm & DeskToD Soonsorshi S tTelcvis'on 'abl Tclev'ion Weather.C(lm~kT~~sorshi r s't- }TVT'mcs. m r.....;-ta.....et..... In-<;;tat../n. me...,.;... -'::-rin N~Y%~:~'Ge",W'" E-B1." m ClJ'k...... F Markel wi Florida ea e Streamin" Radio Online trinadvisor.com Vacation lanninl!.net Miami Ft. Lauderdale West PalmR-= ach Miami Ft. LauderdaleS tTelevision Miami FR. Lau..J-:;dale ('"hie T levis! West P 1m n.."ch Snnt Television West Palm Beach C"lblc Television Weather.com Pa Beac Post. m SunSentineLcom MiamiHerald.com Travel Insert + Di .tal i sert and web links : ,ol;. 0 with VISITFLORIDA Commercials Promoti n TBD k d:l~'S C s ro tion X2 S e 300 x 2<;, Ada tor & Soon~orshiD P mo P otio~D kend:l's ross mo 00 x 2 Ada to;;:S;::::-nsorshi ~;=- :15 pre~Rol\/MediU:~~~::gJe/Expandable 10 000 0 t-In subscribers :60 radio and Online units :I~ Pre Roll Video and Exnandable Leaderboard :1" Pre Roll, Video and Ex"andable Leaderboard :t's;;:-s :I'.~s :1' :1"'S :''''S:I'''S Rectanvle Leaderhnard Adantor Video tan e Lea rboar Video Rectan Ie Leader cd Rectancle Lcaderboard Naples Marco Island Everglades~ ~" ^ ~;;e ^ c. ~ ,~:;;~" ~:; <:> ^ G. -j 106 II ofInserlions olN 01..1 F M M J A S .. " " " I-- f-, h " " " Annu;;l Annual OctoberlO 2010 October 17, 2010 l- I- Octo r - December 22 201 2210 '0' , , 1'1'712011 2 I Fe a 2"'1 I I 11-- 2 11&11 Annual A ~i Annual Annual i- . AOO_O".. O. 1212011 12'27-'l!;.!7/2011 x 11 21AJ2011 II II '27/11 1 II '27tH 11711-'-l,/2711 118 I 2 II 11 II II 1111-' 2 II I II II 2 1I,2/22,'l1J and '117 -- I-- ~ ~;; '2"'1-8'282 II ~t; 2UII 81~-~/201I ~/2d2011-8/28 2011 4 '2d2Ull - 8/28 20li 2 2011 ~ 282011 2 II 221 '" 201 2 2011 2 2011 Ii 28 2011 2 201l- 282011 2 2 11 282 II 2 2011 8282011 42 2011 8282011 ... Paradise Media Ih lando Tom 'St. Potersbu Orlando S ot Television rah!e Television Wcalher.cnm OrlandoSentinel.com bleTe1evision Weather.com Nichp Mar ~ T'~I t - Bri at H neumnon - Annu I Hon m ti n Destination W dinp:~ 1<;. Han moolL~ War! wide r.uide to Weddin ..m The Knot SWFL West oast Packa e Brides Florida Audubon Great Florida Birdin Trail VF Section Natinnal a h"cTrave[erVFSectinn Undiscovered Florida \i"F into National Geoe:ranhic Nich Markets - r.n,r_ PIn" Florida ronl Play Florida Golf Gollin in Paradise _ OR TA $3.2 M Pian NAPLFS, MARCO ISLAND AND TIIE EVERGlADFS 2010/2011 MEOlA RECOMMENDATION OVERVIEW Descrintion :1<='5:IC'S :I,,'d:tc's tan e ,eader ard 'An'mtor Video/Rectangle :",'8:1' RectaIl"le/LeaderboanllAda tor Rectan21e Lcaderboard 12 C & rne 1/2 P;;; -l-E-blas with 12Pae C&Online 1/<> P""c Horimntal t/"'Pa<>PAlr 1/3 Pa\!c die Horimntal S n'-ad C' Cover & f'lnline Niche Mark t - ni r Bass 2 Binfish ~ational Fishin Pro ram :-la les Shark Shootout National Coverage' 1V/Online/e-Newslettel"5/Signage Versus Network, Online, Di ital Ni heM k t -Fishinn Nil'IuoM t - or AM Goi Places <'-uth AARP - Southeast Re ion TOTAL NICHE MARKETS "2Pa e C 1/2 Page d/C Na les P Bea,.h VolI ball .vent ;' 0 S rts Destinati n Ma zinc 1 P c C S,...,rts Events 1 2 Page 4/C Dee, JI'> Pa...e March and Anril . ialM iaM e nt Di ita] Vendor Manal"ement L SMR' n - ro. orate Me tin Prof'e"..ional M. cti ,~~ rn"''''ntinno Meechn ~ South - Custom eNeMlletter FI ridaT d Sue suI ti Successful Meetin Custom E-Newsleuel'll -A 'n FSAE Association Source FSAEDi italGuide l1SAE"'esourc Meetin NeteTYl!'tcards Prevue Medical Meeti - S edal F1nrida ~ fon TSAE Ca ita] Executive SMERF Association News SocialMe<liaMan ernent ~IV""dO'M,"'~ Di ital Vendor Management TOTAL FILM COMMISSION M sl"tt..,, HntT..-lcas <:0 000 ont in Subscribers FullPa e nli ewithE p, OnlineeNewslettel"5 I 2 P~"'e Air Horizontal OJ "tal Guide-Online ,I., Pa Air Online E Postcards - 1 2 2 28 1/2 Pa e +2 Featured Destination c-Newsletters F,IlP eA/C+ verto "alfFul[Pa e 1 2 Pa e ,J.lr Horizontal + Di".;tal r.uidc 12 P e "C 1/2Pa2e C Naples Marco Island Everglades~ ~:> ^ l:,€ ^ !::~ E :,:,; ~:: <:~ <:) ^ G -T 107 # ofInserlions 2011 Pro'ected 0 N D J F M A M J J A S '2<:/2(l11-8/2R.'2011 ,J./2<:/2f111 2211 '20;/2011-82 2011 d/2 2011-8/282U11 2011- 2 hOll ..12<:/2011 8282011 d/2_<;/2011 828/:2011 '. "'..<80.8< Janua Febru , , 2xeach ac~ " " " " " " 2 Quarters (Jan June, 2011) " " . 1~7, 28.14 TRDfor H ", nnual Annual I. x x ~ ,,- ""'" x X X X " " 4X " Annual uust' 11 - A"nualr~lide , " " " , " Annual Annual . I--- f- 1- - f- f- I- 126.1-<;8.7:1 Annual . <f8 000.00 . Paradise NAPLES, MARCO ISLAND AND 11IE EVERGLADES 2010/2011 MEDIA RECOMMENDATION OVERVIEW Moo;. De~rin';nn # of Insertions aOll Proiected 0 N D J F M A M J J A S VlSJTF1fJRlDA INTERNA770NAL nsumcr Trade Parka e B Print Online eNewsletters Annual Trode ~]]in um Haul UK -Trade I 2Pa e C Travel Trade Gazette Print! 2P""C C 11 Feb-lO Tour 0 mtoTeo Adverti~in Promoti THO THO t- N"rth America anada , T W "on', .' Canadian Weather-consumer :1<;: pre-Ronk Medium Rectan"le , 2011-'1,62 11 Nonh America - Canada The Weather Channel Facebookrfwitter Promotion 2 I 2011 228/2011 I r_~nn" I V1.f'01TF1..oRIDA INTF.RNA TUlNA'. r<msumcrfTrade P k ,n Print inee ,I, .~I .1" p , A B,B nline Newsletter Mic ite 2F1i " "' lrn n h T Ad ;. ~ -- uth Am rica Ut rators raveI4:;n'o Investigate and Detcnnine Media Suppo Print and Online TBO -- -- -- h -- -- __. TOTAl. I . 12..4."lInO.lo T Be DcterminM I I Investigate and Determine Media Support Online, Microsites, Print TBO r-- --T-Ih hl__ --In --1--' TOTALAIRUNE PARTNERSHIPS . 70 000.00 $32MPlan NETMEDIASlTRTOTAL: 2 . .00 APPR X. MMI ION OVER 2.0 M SUBTOTAL: . .00 PR D N, 0 00.00 ADOmONAL US'Jl<: OF INCREMENTAL FY'1l FUNDS: Visitor Center Coordinator Po.~ition ooo".~ Additiona FA.\1s S nsrshis , u 0 Additional Public Relations 2 00.00 Web Sitc Enhancements "0 000.00 Enhanced Research - Research Data Inc. $ 2 ,000.00 ADDmONAL USFS OF NEW FUNDS TOTAL . 17~.ooo.oo TOTAL FY'11 COMBINED BUDGET, $3,200,000.00 Naples MarcoIsland Everglades~ J'> ^ j''t ^ c~ ( ~:; I <:~ c. ^ ~:~ "j 108 2010/2011 Spending by Medium Out-of-Home 2% Online/Digital 43% Television 40% Airline Partnerships Print 3% 12% Naples MarcoIsland Everglades~ ~"^l''tAL,~.:::;~'' <:~ <;)A~:~-r 109 2010/2011 Media Allocation Meetings Professional 4% Sports 3% International 5% Niche - Other 2% Airline Partnerships 3% Digital/Social ~ 17% Naples Marco Island Everglades~ 110