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TDC Agenda 04/30/2012 RTDC MEETING AGENDA APRIL 30, 2012 MEETING AGENDA & NOTICE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Collier County Government Center, Administration Bldg. F, 3rd Floor 3299 East Tamiami Trail, Naples, Florida 34112 APRIL 30, 2012 8:30 am - 12:00 pm Collier County Commission Chambers * Requires TDC Action 1. Call to Order 2. Pledge of Allegiance 3. Roll Call 4. Changes and Approval of Agenda S. Approval of TDC Minutes * a. *Special Meeting 4/11/12 b. *Regular Meeting 3/26/12 6. Presentations / Public Comment - (3 minutes each) 7. New Business a. *Quarterly Financial Review S. Old Business 9. Marketing Partner Reports a. Tax Collections b. Paradise Advertising c. Lou Hammond & Associates - PR Services d. Research Data Services e. Miles Media - Website Activity f. Sales & Marketing Technologies - Search Engine Optimization g. Phase V - Fulfillment Services 10. Tourism Staff Reports a. Director - lack Wert b. Sales & Marketing - Debi DeBenedetto c. Public Relations & Communications - 3oNell Modys d. Film Office - Maggie McCarty e. Sports Marketing - Ralph Pryor f. International Representatives - lack Wert g. Visitor Centers - Nancy Kerns 11. Detailed Staff Reports 12. Council Member Discussion 13. Next Scheduled Meeting Date /Location - May 29, 2012 - 8:30 a.m. Collier County Government Center, Administration Bldg. F, 3rd Floor, 3299 East Tamiami. Trail, Naples, Florida 34112 14. Announcements - Tourism Awards Luncheon - May 10, 2012 - 11:30 a.m. Marco Island Marriott Beach Resort Golf Club & Spa 15. Adjournment All interested parties are invited to attend, and to register to speak and to submit their objections, if any, in writing, to the board prior to the meeting if applicable. For more information, please contact Jack Wert at (239) 252 -2402. If you are a person with a disability who needs any accommodation in order to participate in this proceeding, you are entitled, at no cost to you, to the provision of certain assistance. Please contact the Collier County Facilities Management Department located at 3335 Tamiami Trail East, Suite 101, Naples, FL 34112 -5356, (239) 252 -8380. Public comments will be limited to 3 minutes unless the Chairman grants permission for additional time. Collier County Ordinance No. 99 -22 requires that all lobbyists shall, before engaging in any lobbying activities (including, but not limited to, addressing the Board of County Commissioners) before the Board of County Commissioners and its advisory boards, register with the Clerk to the Board at the Board Minutes and Records Department. April 11, 2012 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, April 11, 2012 LET IT BE REMEMBERED, that the Collier County Tourist Development Council in and for the County of Collier, having conducted busness`;herein, met on this date at 9:00 A.M. in a SPECIAL SESSIONin'Building "F ", County Manager's Office, Front Conference Roo�,`of the Government Complex, Naples, Florida, with the following members present: Chairman: `Murray H. Hendel Vice.Chair;� . �Rick Medwedeff Commissioner Tom Henning Susan Becker Jerry Gibson (Excused) r Clark Hill Robert Miller =' Edward (Ski) Olesky John Sorey III (Excused) ALSO PRESENT: Jack Wert, Tourism Director Gary McAlpin, Coastal Zone Management Director Kelly Green, Tourist Tax Coordinator Colleen Greene, Assistant County Attorney 1 April 11, 2012 Any persons in need of the verbatim record of the meeting may request a copy of the video recording from the Collier County Communications and Customer Relations Department or view online. 1. Call to Order Mr. Hendel called the meeting to order at 9:00 A.M. 2. Pledge of Allegiance Pledge of Allegiance was recited. 3. Roll Call A quorum was established. 4. Changes and Approval of Agenda Ms. Becker moved to approve the Agenda as presented. Sed!ond'bv Mr Olesky Motion carried unanimously, 7 -0 5. Approval of TDC Minutes a. Special Meeting - March 16, 2012 Change: Page 3, 2"d Motion, last so from ` "Mr. Clark" to "Mr. Hill" Mr. Medwedeff moved to approve the Special meeting, March 16, 2012 minutes as amended. Second by Ms. Becker:: Motion carried unanimously, 7 -0. 6. New Business ,X a. TDC Appointment Recommendations Jack Wert presente xecutive Summary "Review applications for appointments to the Tdurist Development Council", Memorandum dated April 3, 2012, Applicataos for�Advisory Committee /Boards submitted by Douglas House, Rick Medwedeff and Murray Hendel. (See attached) A Resolution reappointing Mayor John Sorey to the Tourist Development Council dated March 22, 2012 has been received. (See attached) It was,rioted "Everglade City recommended Councilman Macbeth Collins represent the rotating seat between Marco Island and Everglade City. The re' pmmendations will be submitted to the BCC. Ms. Becker moved to nominate both, Mr. Hendel (Non- Owner /Operator) and Mr. Medwedeff (Owner /Operator) for re- appointment to TDC. Second by Mr. Miller. Motion carried unanimously, 7 -0. b. Proposed TDC Ordinance Amendment on Deleting Municipal Seat Rotation Jack Wert presented and reviewed an Executive Summary "Recommendation to the Tourist Development Council to approve and recommend an amendment to the Tourist Development Council (Advisory Board) Ordinance No. 92 -18, as amended, to more specifically conform to the statutory language in Section 125.0104(4) (e), Florida Statute" dated April 11, 2012 for consideration. 2 April 11, 2012 Ordinance No. 2012- with added and deleted text was also distributed. (See attached) A recommendation was made to change paragraph (c) to read: Six (6) members of the Council shall be persons who are involved in the tourist industry and who have demonstrated "experience" in tourist development, of which members, not less than three (3) nor more than four (4) shall be owners or operators of motels, hotels, recreational vehicle parks, or other tourist accommodations in the County and subject to tax. Mr. Medwedeff moved to change the wording in paragraph (c) from, "an interest" to "experience." Second by Mr. Hill. Motion carried unanimously, 7 -0. Mr. Medwedeff moved to accept the changes to the Statute;ds written with the modifications made with the word "experience." Second by Mr. ,Hill. Motion carried unanimously, 7 -0. C. Vanderbilt Beach Restroom Lawsuit — Expert Witness Fees from Fund 183 Gary McAlpin distributed and reviewed an Executive Summary "Recommendation for the Tourist Development, Council to approve and recommend authorization to use Tourisoevelopinent Tax from Fund 183 Beach Park Facilities for litigation expenses an support of the Administrative Petition styled Rollin Rhea, et. al. v. Collie r`Counipand Florida Department of Environmental Protection, DOAH Case No. 12- 0495 " dated April 11, 2012 for consideration. He asked for�ecommendation from the TDC to fund the litigation expenses in support of the beach park facility using tourist development tax funds in the amount of $30,,,Q 0 and,find expenditure promotes tourism to be forwarded to the BCC for approval, Public Speaker Kathleen =Robbins, Secretary - Vanderbilt Beach Residents Association Staff provided a Memorandum to Scott Teach, Deputy County Attorney from Colleen M. Greene, Assistant County Attorney dated December 16, 2011 ,regarding Tourist Development Tax Section 125.0104(5) (a) 4, Florida Statute RLS 911 -CLK -00109 Y Commissioner Henning read out loud an excerpt from AGO 01 -42 dated June 19, 2001 which did not list hiring an expert to defend a litigation matter. Colleen Greene noted that is not included in the plain language of the statute but gives the County the ability make a determination. The Attorney General provides the discretion to the County to determine as to whether it is reasonable type of expenditure of TDC funds. Mr. Medwedeff moved to deny funding of this litigation on the use of TDC Funds. Second by Mr. Miller. Motion carried, 6 -1. Mr. Olesky opposed. April 11, 2012 8. Council Member Discussion Jack Wert reported the TDC Subcommittee will present their recommendations to CAC and PARAB in May. 9. Next Meeting Date/Location The next scheduled meeting will be held on April 30, 2012 at 8:30 a.m. March 26, 2012 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Naples, Florida, March 26, 2012 LET IT BE REMEMBERED, the Collier County Tourist Development Council in and for the County of Collier, having conducted business he V*n m et on this date at 9:00 AM in a REGULAR SESSION in Buildin o he Government Complex, lex Na les , Florida with the followin rs present: �w Murray H. Hendel Rick Medwedeff (Excused) Commissioner Henning Susan Becker Jerry Gibson Clark Hill Robert Miller (Excused) Ed (Ski) Olesky John Sorey III ALSO PRESENT: Jack Wert, Tourism Director Gary McAlpin, Coastal Zone Management Director Colleen Greene, Assistant County Attorney Kelly Green, Tourist Tax Coordinator March 26, 2012 Any persons in need of the verbatim record of the meeting may request a copy of the video recording from the Collier County Communications and Customer Relations Department or view online. 1. Call to Order — Chairman Hendel Chairman Hendel called the meeting to order at 9:00 a.m. 2. Pledge of Allegiance Pledge of Allegiance was recited. 3. Roll Call 4. 5. A quorum was established. Changes and Approval of Agenda Mr. Gibson moved to approve the Agenda subject to the followin ad ion: • Item 7.d — Medical Tourism Update Second by Mr. Sorey. Carried unanimously 7— 0. Approval of TDC Minutes None 6. Presentations / Public Comment - (3 min t ea ) None 7. New Business �. a. Vanderbilt Beach Access Si Gary McAlpin presented tive Summary "Recommendation to approve budget in the amount of $41,3 t Vanderbilt Beach Access signage installation and access amenities pursuant t o approved Settlement Agreement dated August 29, 2011, and make a fndi t,-i m promotes tourism" dated March 26, 2012 for consideration. The Council es d that staff provide an itemized list of costs associated with the projectfoi o ationalpurposes. Mr-NAu.uroved to recommend the Board of County Commissioners approve a budget A(WiNiount of $41,360 for the Vanderbilt Beach access signage installation and a ies and finds the proposal promotes tourism. Second by Mr. Hill. Speakers Mary Lou Smart spoke in support of the proposal. Rainer Olbrich spoke in support of the proposal. An email dated March 25, 2012 was submitted by Lesley Oliver and Paul Toneguzzo supporting the proposal. Motion carried unanimously 7 — 0. 2 March 26, 2012 b. Everglades/Marco Island TDC Appointment Rotation Discussion Jack Wert presented the Executive Summary "Recommendation to discuss amending County Ordinance 2000 -44 concerning rotation of the second municipal position on the Tourist Development Council (TDC) between cities in the County" dated March 26, 2012 for consideration. It was noted the current ordinance requires at least one elected official from the most populous city in the County, with the City of Marco Island and Everglades City alternating to fulfill the statutory requirement if another elected official is to be seated on the Tourist Development Council. Al Mr. Sorey moved to recommend the Board of County Commissione s uoum Ordinance 2000 -44 - Section 3 (b) to incorporate the following c 5Xsentative : Representation of the Tourist Development Council includes (elected official) from the most populous city in the County a o representative (elected official) from another city. In addition, at the time of appointments, consideratio to appoint a representative of the tourism industry from the oth ec ond by Mr. Gibson. Carried unanimously 7— A c. Tourism Week Proclamation Jack Wert presented the Executive S Proclamation for National Tourism � Mr. Sorey moved to proclaim Second by Mr. Gibson. Carri on to Approve a March 26, 2012 for consideration. May S —13, 2012 "National Tourism Week." usly 7 — 0. d. Medical Tourism Jack Wert provide n p on the concept of promoting medical tourism for the area noting, there a 've discussions with a committee in place to review the idea. The Councilf�e Ohee a consensus to appoint Susan Becker as the Tourist Development Council rres ative to the Committee. 8. Old Bu� a. a osed Agenda Format — continued from 2/27/12 meeting Ja ert presented the Executive Summary "Recommendation to change the format and order of the TDC Agenda to expedite meetings (Continued from the Feb. 27, 2012 TDC Meeting) " dated March 25, 2012 for consideration. He noted that items may be pulled from the Consent Agenda for further discussion if requested by a member of the Council. Under council member discussion, concern was expressed that consent agenda items may have a tendency to limit public input and /or a debate on issues. March 26, 2012 Mn Sorey moved to approve the Agenda format as recommended by staff subject to the following change: 1. The Agenda provides two opportunities for Public Comment, one at the beginning portion of the meeting and the other at the end portion of the meeting. Second by Mr. Olesky. Carried unanimously 6 G yes" —1 "no. " Commissioner Henning voted "no. " 9. Marketing Partner Reports TDC Subcommittee Update Jack Wert provided an update on the status of subcommittee recommendatio reviewed by the TDC. TDC recommendations will be provided to stakeholders for in ut d turned to the TDC for final review. The TDC's final recommendations will be b o the Board of County Commissioners for their consideration. A slideshow titled "Marketing Partner Reports — March 26, 2012 " ' cl ing the following reports was presented by staff and consultants: a. Tax Collections — Jack Wert "Tourist Tax Collections — Collier County Tax C Ile " d. Research Data Services (heard after Ite — . Walter Klages "Collier County Tourism Research, Marc 6, 2 — Research Data Services, Inc. " The Council requested staff and th o u ants provide data on both a fiscal year and calendar year format (where a I . Break: 10:25a. m. Reconvened: 10: 37a. m. b. Paradise Advei "Advertising c. Lou Ha on e. M & Y� oddard Paradise Advertising and Marketing, Inc. — TDC, March 26, 2012 " 1. � Associates — PR Services — Jonell Modys Report — National Public Relations Update — TDC March 26, 2012. " Media - Website Activity — Jack Wert — Miles Media Group" f. Sales & Marketing Technologies - Search Engine Optimization - Jack Wert "Search Engine Services — Sales and Marketing Technologies, Inc. " g. Phase V - Fulfillment Services — Jack Wert "Fulfillment Services — Phase IV" 2 March 26, 2012 10. Tourism Staff Reports Jack Wert provided the following reports unless otherwise noted: a. Director b. Sales & Marketing — Debi DeBenedetto c. Public Relations & Communications d. Film Office e. Sports Marketing f. International Representatives g. Visitor Centers 11. Detailed Staff Reports Submitted 12. Council Member Discussion �'� Mr. Gibson reported his term has expired and this would be his fill 77 C Meeting. The Council recognized Mr. Gibson's service to the Cou ity of Marco Island and the citizens of Collier County. 8.30 a.m. - Starting time for future TDC Meetings Mr. Sorey moved to set a starting time of 8:30 fo uture Tourist Development Council Meetings. Second by Mr. Hill. Carried unX o ly 7— 0. 13. Next Scheduled Meeting Date/Locatii130, 2012 — 8:30 a.m. Collier County Government Cent , istration Bldg. F, 3rd Floor, 3299 East Tamiami Trail, Napl r a 34112 7C �GXX�C There being no fur Oa bu ness for the good of the County, the meeting was adjourned by order of the chart •22 A.M. LN] COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL Chairman, Murray Hendel These minutes approved by the Board /Committee on as presented or as amended 5 April 30, 2012 New Business 7 -a 1 of 9 TDC EXECUTIVE SUMMARY Tourist Tax Financial Review OBJECTIVE: Review tourist development tax fund balances for Q 2 FY 12 CONSIDERATIONS: The financial position of all funds that the Tourist Development Council (TDC) oversees is reviewed on a quarterly basis in accordance with County Ordinance 92 -60. The attached spreadsheets outline the position of each of our funds for the 2nd fiscal quarter of FY 12. The financial status at this point is unremarkable. The following tourist tax funds are in balance and there are no significant variances to report. Fund 184 - Advertising and Promotion Fund 193 - Non - County Owned & Operated Museum Grants Fund 194 - Tourism Department Operating Expenses Fund 196 - Emergency /Disaster Recovery Advertising Fund 183 - Beach Park Facilities — Coastal Zone Management Fund 185 — Beach Engineering & Project Mgmt — Coastal Zone Management Fund 195 - Beach and Management — Coastal Zone Management Fund 198 - County Owned and Operated Museums - Public Services Division FISCAL IMPACT: This item is for review and comment. No financial impact is involved. RECOMMENDATION: Staff requests the TDC review the Q 2 FY 12 Financial Report. This item is for information only. SUBMITTED BY: Jack Wert, Tourism Director FY 12 TDC Budget Compare Report - Initial 2nd Quarter October 1, 2011 thru March 31. 2011 Ex April 30, 2012 4/23/20123:02IMW Business 7 -a 2of9 Fund 183 (Capital Fund) - Cat A Beach Park Facilities - Accounts for 1 /3rd of Cat. A. dollars devoted to Beach Access projects Personal Service FY 11 Actual FY 12 Approved FY 12 Thru 2nd Qtt FY 12 Thru 2nd Qti FY 12 Thru 2nd Qti Variance Operating Capital 7,300 9,100 0 0 4,550 0 4,550 Annual Budget Description Total Actual Annual Budget Work Order Issued (Encumbered) Spent/Received Total PO/WO & Actual Spent compared to PO + Actual penses 0 0 0 0 0 0 0 n/a Personal Service 0 0 0 Operating Capital 7,300 9,100 0 0 4,550 0 4,550 n/a - 50.0% Projects Remittances (Grants & Aid) 0 403,863 0 6,875,465 0 760,254 0 912,436 0 1,672,689 n/a - 75.7% Transfers 0 0 0 0 0 0 0 n/a Transfer 001 0 0 0 0 0 0 n/a Transfer to 184 Promo 1,050,000 50,000 0 0 50,000 0 50,000 n/a 0.0% Transfer 185 Proj Mgt 0 0 0 Transfer to 196 Disaster Res 0 0 0 0 n/a Transfer to 198 Museum 0 0 0 0 0 n/a Transfer to 314 Museum Capital 0 0 0 0 0 n/a Transfer to Grant Fund 710 0 0 0 0 0 n/a Transfer - Constitutional 43,943 53,800 0 0 0 17,349 0 17,349 n/a Transfer to Grant Fund /Match 0 0 0 n/a Reserves 0 5,872,925 0 0 0 0 0 n/a - 100.0% Total Expense (Under) /Over 1,505,106 12,861,290 760,254 984,335 1,744,588 - 86.4% Revenue TDC Tax Revenue TDC Tax Settlement 2,197,156 2,153,300 0 867,462 867,462 - 59.7% Revenue Reserve 93,662 0 0 (107,700) 0 0 0 0 n/a Intergovernmental Revenue 0 0 0 0 n/a FEMA Reimbursements 0 0 0 0 0 n/a Reimbursements /Misc 22,274 0 0 0 0 0 n/a Reimbursements Inter Dept 0 0 0 0 0 n/a Contributions 0 0 0 0 0 n/a Transfers 0 0 0 0 0 n/a Transfer frm 183 0 0 0 0 0 n/a Transfer frm 193 0 0 0 0 0 n/a Transfer frm 194 0 0 0 0 0 n/a Transfer frm 195 0 0 0 0 n/a Transfer Tax Collector 18,107 0 0 0 0 0 n/a Charges for Service 0 0 0 0 0 n/a Loan /Bond Proceeds 0 0 0 0 n/a Interest/Misc. Carryforward 81,537 50,000 0 0 0 36,546 0 36,546 n/a - 26.9% Total Revenue (Under) /Over 10 148 300 12,561,035 10,765,691 0 0 0 -100.0% 12,861,291 0 904,008 904,008 - 93.0% FY 12 TDC Budget Compare Report - Initial 2nd Quarter October 1, 2011 thru March 31, 2011 April 30, 2012 4/23/20123:02 F*w Business 7 -a 3 of 9 Fund 184 (Cost Center Fund) - Cat B Marketing and Promotion - Accounts for 4th penny dollars devoted to marketing and promotion . Expenses Personal Service Operating Capital Projects Remittances (Grants & Aid) Transfers Transfer 001 Transfer to 184 Promo Transfer 185 Proi Mgt Transfer to 196 Disaster Res Transfer to 198 Museum Transfer to 314 Museum Capital Transfer to Grant Fund 710 Transfer - Constitutional Transfer to Grant Fund /Match Reserves Total Expense (Under) /Over Revenue TDC Tax Revenue TDC Tax Settlement Revenue Reserve Intergovernmental Revenue FEMA Reimbursements Reimbursements /Misc Reimbursements Inter Dept Contributions Transfers Transfer frm 183 Transfer frm 193 Transfer frm 194 Transfer frm 195 Transfer Tax Collector Charges for Service Loan /Bond Proceeds Interest/Misc. Carryforward Total Revenue (Under)IOvel 0 FY 11 Actual FY 12 Approved FY 12 Thru 2nd Qtr FY 12 Thru 2nd Qtr FY 12 Thru 2nd Qtr Variance 4,181,341 2,398,636 1,737,192 Purchase Order 11% 0 Annual Budget 0 0 0 0 0 Issued 0 0 Total PO/WO & compared to PO + Description Total Actual Annual Budget (Encumbered) Spent/Received Actual Spent Actual Expenses Personal Service Operating Capital Projects Remittances (Grants & Aid) Transfers Transfer 001 Transfer to 184 Promo Transfer 185 Proi Mgt Transfer to 196 Disaster Res Transfer to 198 Museum Transfer to 314 Museum Capital Transfer to Grant Fund 710 Transfer - Constitutional Transfer to Grant Fund /Match Reserves Total Expense (Under) /Over Revenue TDC Tax Revenue TDC Tax Settlement Revenue Reserve Intergovernmental Revenue FEMA Reimbursements Reimbursements /Misc Reimbursements Inter Dept Contributions Transfers Transfer frm 183 Transfer frm 193 Transfer frm 194 Transfer frm 195 Transfer Tax Collector Charges for Service Loan /Bond Proceeds Interest/Misc. Carryforward Total Revenue (Under)IOvel 0 0 0 0 0 nia 4,487,810 4,181,341 2,398,636 1,737,192 4,135,8280 11% 0 0 0 0 0 0 0 n/a 0 0 0 0 0 0 0 n/a 0 0 0 0 0 n/a 0 0 0 0 0 n/a 0 0 0 0 0 n/a 0 0 0 0 0 n/a 0 0 0 0 0 n/a 0 0 0 0 0 n/a 0 0 0 0 0 n/a 0 0 0 0 0 n/a 66,580 82,100 0 26,287 26,287 -68.0% 0 0 0 0 0 n/a 0 0 0 0 0 #DIV /0! 4,554,390 4,263,441 2,398,636 1,763,479 4,162,115 -2.4% 3,329,024 3,262,500 0 1,314,336 1,314,336 -59.7% 141,911 0 0 0 0 0 n/a 0 (164,100) 0 0 0 0 0 0 0 n/a 0 0 0 0 0 n/a 0 0 0 0 0 n/a 0 0 0 0 0 n/a 53,934 20,000 0 14,725 14,725 -26.4% 0 0 0 0 0 n/a 1,050,000 50,000 0 50,000 50,000 0.0% 0 0 0 0 0 #DIV /01 0 227,400 0 0 0 - 100.0% 150,000 150,000 0 75,000 75,000 -50.0% 27,435 0 0 0 0 0 n/a n/a 0 0 0 0 0 0 0 0 n/a 0 12,030 5,000 0 3,567 3,567 -28.7% 654,000 712,641 0 0 0 - 100.0% 5,418,333 4,263,441 0 1,457,628 1,457,628 -65.8% FY 12 TDC Budget Compare Report - Initial 2nd Quarter October 1, 2011 thru March 31, 2011 April 30, 2012 4/23/20123:02 FMw Business 7 -a 4 of 9 Fund 185 Beach Engineering & Project Management Personal Service Operating 0 FY 11 Actual FY 12 Approved FY 12 Thru 2nd Qt FY 12 Thru 2nd Qh FY 12 Thru 2nd Qb Variance 0 157,500 7,670 79,714 Purchase Order I -44.5% Projects Annual Budget 0 0 Description Total Actual Annual Budget Issued (Encumbered) Spent/Received Total PO/WO & Actual Spent compared to PO + Actual Expenses 0 0 n/a Transfers 0 0 0 0 Personal Service Operating 0 460,700 0 190,544 190,544 - 58.6% Capital 0 157,500 7,670 79,714 87,383 -44.5% Projects 0 0 0 0 0 0 0 n/a Remittances (Grants & Aid) 0 0 0 0 0 n/a Transfers 0 0 0 0 0 0 n/a Transfer 001 0 0 0 0 0 n/a Transfer to 184 Promo 0 0 0 0 0 n/a Transfer 185 Proj Mgt 0 0 0 0 0 n/a Transfer to 196 Disaster Res 0 0 0 0 0 0 n/a Transfer to 198 Museum 0 0 0 0 0 n/a Transfer to 314 Museum Capital 0 0 0 0 0 n/a Transfer to Grant Fund 710 0 0 0 0 0 n/a Transfer - Constitutional 0 109,300 0 0 0 35,224 0 35,224 n/a -67.8% Transfer to Grant Fund /Match 0 0 0 0 726,000 0 726,000 n/a n/a Reserves 0 0 0 0 0 n/a Total Expense (Under) /Over 0 727,500 7,670 0 305,482 0 313,152 n/a -57.0% Revenue TDC Tax Revenue 0 0 0 0 TDC Tax Settlement 0 0 0 0 n/a Revenue Reserve 0 0 0 0 0 n/a Intergovernmental Revenue 0 0 0 0 n/a FEMA Reimbursements 0 0 0 0 0 0 n/a Reimbursements /Misc 0 0 0 0 0 n/a Reimbursements Inter Dept 0 0 0 0 n/a Contributions 0 0 0 0 0 0 n/a Transfers 0 0 0 0 0 n/a Transfer frm 183 0 0 0 0 0 n/a Transfer frm 193 0 0 0 0 0 n/a Transfer frm 194 0 0 0 0 0 n/a Transfer frm 195 0 726,000 0 0 726,000 0 726,000 n/a n/a Transfer Tax Collector 0 0 0 0 Charges for Service 0 0 0 0 n/a Loan /Bond Proceeds 0 0 0 0 0 0 n/a Interest/Misc. 0 1,500 0 1,385 0 1,385 n/a -7.7% Carryforward 0 0 0 0 0 Total Revenue (Under) /Over 0 727,500 n/a 0 727,385 727,385 0.0% FY 12 TDC Budget Compare Report - Initial 2nd Quarter October 1, 2011 thru March 31, 2011 April 30, 2012 4/23/20123:02 N16w Business 7 -a 5of9 Fund 193 (Cost Center Fund) - Cat C (Non County Museum) - This fund distributes monies on a grant basis to non - county museum facilities. Expenses 0 FY 11 Actual FY 12 Approved FY 12 Thru 2nd Qt FY 12 Thru 2nd Qtr FY 12 Thru 2nd Qtr Variance 0 1,200 0 600 Purchase Order -50.0% Operating Annual Budget 0 0 0 0 Issued Capital Total PO/WO & compared to PO + 0 Description Total Actual Annual Budget (Encumbered) Spent/Received Actual Spent Actual Expenses 0 0 0 0 0 n/a Personal Service 0 1,200 0 600 600 -50.0% Operating 0 0 0 0 0 n/a Capital 0 0 0 0 0 n/a Projects Remittances (Grants & Aid) 168,293 403,007 292,779 - 37,072 255,707 -36.6% Transfers 0 0 0 0 0 n/a Transfer 001 0 0 0 0 0 n/a Transfer to 184 Promo 0 0 0 0 0 n/a Transfer 185 Proj Mgt 0 0 0 0 0 n/a Transfer to 196 Disaster Res 0 0 0 0 0 n/a Transfer to 198 Museum 0 100,000 0 100,000 100,000 n/a Transfer to 314 Museum Capital 0 0 0 0 0 n/a Transfer to Grant Fund 710 0 0 0 0 0 n/a Transfer - Constitutional 6,344 7,800 0 2,505 2,505 -67.9% Transfer to Grant Fund /Match 0 0 0 0 0 n/a Reserves 0 0 0 0 0 n/a Total Expense (Under) /Over 174,637 512,007 292,779 66,033 358,812 -29.9% Revenue TDC Tax Revenue 317,190 310,900 0 125,230 125,230 -59.7% TDC Tax Settlement 13,521 0 0 0 0 n/a Revenue Reserve 0 (15,500) 0 0 0 n/a Intergovernmental Revenue 0 0 0 0 0 n/a FEMA Reimbursements 0 0 0 0 0 n/a Reim bursements /Misc 0 0 0 0 0 n/a Reimbursements Inter Dept 0 0 0 0 0 n/a Contributions 0 0 0 0 0 n/a Transfers 0 0 0 0 0 n/a Transfer frm 183 0 0 0 0 0 n/a Transfer frm 193 0 0 0 0 0 n/a Transfer frm 194 0 0 0 0 0 n/a Transfer frm 195 0 0 0 0 0 n/a Transfer Tax Collector 2,614 0 0 0 0 n/a Charges for Service 0 0 0 0 0 n/a Loan /Bond Proceeds 0 0 0 0 0 n/a Interest/Misc. 1,791 0 0 1,014 1,014 n/a Carrvforward 8,600_ 216,607 0 0 0 - 100.0% Total Revenue (Under) /Over 343,715 512,007 0 126,244 126,244 -75.3% FY 12 TDC Budget Compare Report - Initial 2nd Quarter October 1, 2011 thru March 31, 2011 April 30, 2012 4/23/20123:02 FMw Business 7 -a 6 of 9 Fund 194 (Cost Center Fund)- Cat B (Adm. & Overhead) - This fund provides appropriations to administer and manage the County's tourist development program. expenses FY 11 Actual FY 12 Approved FY 12 Thru 1st Qtr FY 12 Thru 1st Qtr FY 12 Thru 1st Qtr Variance 584,614 595,400 0 284,054 Purchase Order -52.3% Operating Annual Budget 536,600 39,545 212,339 251,884 Issued Capital Total PO/WO & compared to PO + 0 Description Total Actual Annual Budget (Encumbered) Spent/Received Actual Spent Actual expenses Personal Service 584,614 595,400 0 284,054 284,054 -52.3% Operating 349,508 536,600 39,545 212,339 251,884 -53.1% Capital 0 0 0 0 0 n/a Projects 0 0 0 0 0 n/a Remittances (Grants & Aid) 0 0 0 0 0 n/a Transfers 344,800 0 0 0 0 n/a Transfer 001 0 0 0 0 0 n/a Transfer to 184 Promo 0 227,400 0 0 0 - 100.0% Transfer 185 Proj Mgt 0 0 0 0 0 n/a Transfer to 196 Disaster Res 0 43,000 0 0 0 n/a Transfer to 198 Museum 0 0 0 0 0 n/a Transfer to 314 Museum Capital 0 0 0 0 0 n/a Transfer to Grant Fund 710 0 0 0 0 0 n/a Transfer - Constitutional 0 37,900 0 12,216 12,216 -67.8% Transfer to Grant Fund /Match 30,941 0 0 0 0 n/a Reserves 0 0 0 0 0 n/a Total Expense (Under) /Over 1,309,863 1,440,300 39,545 508,609 548,154 -61.9% Revenue TDC Tax Revenue 1,547,064 1,516,100 0 610,798 610,798 -59.7% TDC Tax Settlement 65,949 0 0 0 0 n/a Revenue Reserve 0 (75,800) 0 0 0 - 100.0% Intergovernmental Revenue — 0 0 0 0 0 n/a FEMA Reimbursements 0 0 0 0 0 n/a Reim bursements /Misc 0 0 0 0 0 n/a Reimbursements InterDept 0 0 0 0 0 n/a Contributions 0 0 0 0 0 n/a Transfers 0 0 0 0 0 n/a Transfer frm 183 0 0 0 0 0 n/a Transfer frm 193 0 0 0 0 0 n/a Transfer frm 194 0 0 0 0 0 n/a Transfer frm 195 0 0 0 0 0 n/a Transfer Tax Collector 12,749 0 0 0 0 n/a Charges for Service 0 0 0 0 0 n/a Loan /Bond Proceeds 0 0 0 0 0 n/a Interest/Misc. 3,549 0 0 818 818 n/a Carryforward -6,300 0 0 0 0 n/a Total Revenue (Under) /Over 1,623,011 1,440,300 0 611,616 611,616 -57.5% 1% FY 12 TDC Budget Compare Report - Initial 2nd Quarter October 1, 2011 thru March 31, 2011 April 30, 2012 4/23/20123:02 FMw Business 7 -a 7of9 Fund 195 (Capital Fund) - Cat A - Beach Renourishment) - This fund appropriates dollars for beach renourishment and pass maintenance projects. Expenses FY 11 Actual FY 12 Approved FY 12 Thru 2nd Qt FY 12 Thru 2nd Qtr FY 12 Thru 2nd Qtr Variance Personal Service 483,653 9,268 0 - 12,271 - 12,271 Annual Budget Operating 169,641 0 Work Order Issued 0 Total PO/WO & compared to PO + Description Total Actual Annual Budget (Encumbered) Spent/Received Actual Spent Actual Expenses Personal Service 483,653 9,268 0 - 12,271 - 12,271 - 232.4% Operating 169,641 0 0 0 0 n/a Capital 0 0 0 0 0 n/a Projects 4,228,352 3,206,134 651,489 572,200 1,223,689 -61.8% Remittances (Grants & Aid) 0 0 0 0 0 n/a Transfers 0 0 0 0 0 n/a Transfer 001 164,600 163,000 0 163,000 163,000 0.0% Transfer to 184 Promo 150,000 150,000 0 75,000 75,000 -50.0% Transfer 185 Proj Mgt 0 726,000 0 726,000 726,000 0.0% Transfer to 196 Disaster Res 0 0 0 0 0 n/a Transfer to 198 Museum 0 0 0 0 0 n/a Transfer to 314 Museum Capital 0 0 0 0 0 n/a Transfer to Grant Fund 710 0 53,000 0 0 0 n/a Transfer - Constitutional 89,218 0 0 0 0 n/a Transfer to Grant Fund /Match 0 0 0 0 0 n/a Reserves 0 25,430,612 0 0 0 n/a Total Expense (Under) /Over 5,285,464 29,738,014 651,489 1,523,929 2,175,418 -92.70/, Revenue TDC Tax Revenue 4,460,892 4,371,800 0 1,761,211 1,761,211 - 59.7% TDC Tax Settlement 190,161 0 0 0 0 n/a Revenue Reserve (218,600) 0 0 0 - 100.0% Intergovernmental Revenue - 0 0 0 0 n/a FEMA Reimbursements 0 0 0 0 n/a Reimbursements /Misc 1,931 50,000 0 0 0 n/a Reimbursements InterDept 0 0 0 0 n/a Contributions 9,345 0 0 5,058 5,058 n/a Transfers 0 0 0 0 n/a Transfer frm 183 0 0 0 0 n/a Transfer frm 193 0 0 0 0 0 n/a Transfer frm 194 0 0 0 0 n/a Transfer frm 195 0 0 0 0 n/a Transfer Tax Collector 36,762 0 0 0 0 n/a Charges for Service 0 0 0 0 n/a Loan /Bond Proceeds 0 0 0 0 n/a Interest/Misc. 196,273 150,000 0 85,845 85,845 -42.8% Carrvforward 26,406,200 25,384,814 0 0 0 - 100.0% Total Revenue (Under) /Over 31,301,565 29,738,014 0 1,852,113 1,852,113 -93.8% FY 12 TDC Budget Compare Report - Initial 2nd Quarter October 1, 2011 thru March 31, 2011 Ex April 30, 2012 4/23/20123:02 IAw Business 7 -a 8 of 9 Fund 196 (Cost Center Fund) - Disaster Recovery - Advertising - Replenished from dollars swept from Fund 194 at year end per 2005 -43 Personal Service FY 11 Actual FY 12 Approved FY 12 Thru 2nd Qt FY 12 Thru 2nd Qtr FY 12 Thru 2nd Qt Variance Operating 323,259 362,930 Purchase Order 27,511 28,043 Annual Budget Capital 0 0 Issued 0 Total PONVO & compared to PO + Description Total Actual Annual Budget (Encumbered) Spent/Received Actual Spent Actual Personal Service 0 0 0 0 0 n/a Operating 323,259 362,930 532 27,511 28,043 - 92.3% Capital 0 0 0 0 0 n/a Projects 0 0 0 0 0 n/a Remittances (Grants & Aid) 0 0 0 0 0 n/a Transfers 0 0 0 0 0 n/a Transfer 001 0 0 0 0 0 n/a Transfer to 184 Promo 0 0 0 0 0 n/a Transfer 185 Proj Mgt 0 0 0 0 0 n/a Transfer to 196 Disaster Res 0 0 0 0 0 n/a Transfer to 198 Museum 0 0 0 0 0 n/a Transfer to 314 Museum Capital 0 0 0 0 0 n/a Transfer to Grant Fund 710 0 0 0 0 0 n/a Transfer - Constitutional 0 0 0 0 0 n/a Transfer to Grant Fund /Match 0 0 0 0 0 n/a Reserves 0 1,000,000 0 0 0 - 100.0% Total Expense (Under) /Over 323,259 1,362,930 532 27,511 28,043 - 97.9% Revenue TDC Tax Revenue 0 0 0 0 0 n/a TDC Tax Settlement 0 0 0 0 0 We Revenue Reserve 0 0 0 0 0 n/a Intergovernmental Revenue — 0 0 0 0 0 n/a FEMA Reimbursements 0 0 0 0 0 n/a Reimbursements /Misc 0 0 0 0 0 n/a Reimbursements InterDept 0 0 0 0 0 n/a Contributions 0 0 0 0 0 n/a Transfers 0 0 0 0 0 n/a Transfer frm 183 0 0 0 0 0 n/a Transfer frm 193 0 0 0 0 0 n/a Transfer frm 194 344,800 43,000 0 0 0 n/a Transfer frm 195 0 0 0 0 0 n/a Transfer Tax Collector 0 0 0 0 0 We Charges for Service 0 0 0 0 0 n/a Loan /Bond Proceeds 0 0 0 0 0 n/a Interest/Misc. 8,477 0 0 3,577 3,577 n/a Carryforward 1,130,500 1,319,930 0 0 0 - 100.0% Total Revenue (Under) /Over 1,483,777 1,362,930 0 3,577 3,577 - 99.7% FY 12 TDC Budget Compare Report - Initial 2nd Quarter October 1, 2011 thru March 31, 2011 April 30, 2012 4/23/20123:02 FMw Business 7 -a 9of9 Fund 198 (Cost Center Fund) - Cat C (County Museum Operating Budget) Expenses Personal Service 887,194 FY 11 Actual FY 12 Approved FY 12 Thru 2nd Qtr FY 12 Thru 2nd Qtr FY 12 Thru 2nd Qtr Variance 455,455 509,700 121,431 213,022 Purchase Order -34.4% Capital Annual Budget 6,900 0 5,722 5,722 Issued Projects Total PO/WO & compared to PO + 0 Description Total Actual Annual Budget (Encumbered) Spent/Received Actual Spent Actual Expenses Personal Service 887,194 922,800 0 432,345 432,345 -53.1% Operating 455,455 509,700 121,431 213,022 334,453 -34.4% Capital 9,616 6,900 0 5,722 5,722 n/a Projects 0 0 0 0 0 n/a Remittances (Grants & Aid) 0 100,000 0 100,000 100,000 n/a Transfers 0 0 0 0 0 n/a Transfer 001 0 0 0 0 0 n/a Transfer to 184 Promo 0 0 0 0 0 n/a Transfer 185 Proj Mgt 0 0 0 0 0 n/a Transfer to 196 Disaster Res 0 0 0 0 0 n/a Transfer to 198 Museum 0 0 0 0 0 n/a Transfer to 314 Museum Capital 130,000 100,000 0 50,000 50,000 n/a Transfer to Grant Fund 710 0 0 0 0 0 n/a Transfer - Constitutional 29,295 28,700 0 11,566 11,566 -59.7% Transfer to Grant Fund /Match 0 0 0 0 0 n/a Reserves 0 16,200 0 0 0 - 100.0% Total Expense (Under) /Over 1,511,560 1,684,300 121,431 812,655 934,086 -44.5% Revenue TDC Tax Revenue 1,464,770 1,435,500 0 578,308 578,308 -59.7% TDC Tax Settlement 62,441 0 0 0 0 n/a Revenue Reserve 0 (71,800) 0 0 0 - 100.0% Intergovernmental Revenue - 0 0 0 0 0 n/a FEMA Reimbursements 0 0 0 0 0 n/a Reim bursements /Misc 7,040 0 0 2,777 2,777 n/a Reimbursements InterDept 0 0 0 0 0 n/a Contributions 991 0 0 0 0 n/a Transfers 0 0 0 0 0 n/a Transfer frm 183 0 0 0 0 0 n/a Transfer frm 193 0 100,000 0 100,000 100,000 n/a Transfer frm 194 0 0 0 0 0 n/a Transfer frm 195 0 0 0 0 0 n/a Transfer Tax Collector 12,071 0 0 0 0 n/a Charges for Service 0 0 0 0 0 n/a Loan /Bond Proceeds 0 0 0 0 0 n/a Interest /Misc. 1,875 0 0 573 573 n/a Carryforward 232,700 220,600 0 0 0 - 100.0% Total Revenue (Under) /Over 1,781,889 1,684,300 0 681,658 681,658 -59.5% N BED320RD 04/02/2012 COLLIER COUNTY TOURIST TAX - YTD REPORT BY COLLIER COUNTY TCURIST TAX - YTD REPDRT BY CITY I PAGE 1 DEC JAN ['EB* APARTMENT ** MAR APR MAY JUN ** NAPLES ** OCT NOV DEC JAN FEB MAR APR MAX JUN JUL AUG SEP TOTALS 124889 171672 257204 310088 463661 581690 -------------- ---- ----- ---- ---- ---- - 15466 OCT NOV DEC JAN 1909204 MAR* IONDOMINIU?9 ** APR MAY --- ------ ** MARCO ISLAND ** OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP TOTALS 142329 171194 201691 244744 391683 485677 561805 OCT NOV DEC JAN FEB ** CAMPGROUND /RV /PARK ** MAR APR MAY 1637318 ** IMMOKALEE ** AUG SEP TOTALS OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP TOTALS 528 489 863 1067 681 740 77531 OCT NOV DEC JAN FEB ** HOTEL /MOTEL ** MAIR APR MAY - --- JUN 4368 JUL +* EVERGLADES CITY ** 'TOTALS 410547 599695 765114 796797 OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP TOTALS 4057 5607 7144 9161 12338 17648 0(- NOV DEC JAN FEB * INTERVAL ** APR MAY - 15955 JUL AUG SEP TOTALS ** COLLIER COUN'T'Y ** 11914 14375 18080 18075 OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP TOTALS 253531 342743 457827 643501 1038706 1239892 FEB ** MOBILE HOME PARK MAR APR MAY ** JUN ----- -TOTALS JUL 3976200 SEP 228 517 543 ** OTHER *• 1392 3710 OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP TOTALS ** TOTALS * OCT NOV DEC JAN FEB MAR APR 31AY JUN JUL AUG SE? ` xOTALS 525334 691705 924729 1208561 1907069 2325647 7583045 BED330RD 04/02/2012 COLLIER COUNTY TOURIST TAX - YTD REPORT BY ACCOUh"T TYPE PAGE I OCT NOV DEC JAN ['EB* APARTMENT ** MAR APR MAY JUN JUL AUG SEP TOTALS 896 435 1497 863 5735 6040 -------------- ---- ----- ---- ---- ---- 15466 OCT NOV DEC JAN FEB MAR* IONDOMINIU?9 ** APR MAY --- ------ JUN JUL AUG SEP TOTALS 39952 21515 35761 82154 118188 264235 561805 OCT NOV DEC JAN FEB ** CAMPGROUND /RV /PARK ** MAR APR MAY JUN JUL AUG SEP TOTALS 5271 11540 28012 27270 -- -1892 - -`3546 ---- --- ---- --------- -------- --- - -- ------- - - 77531 OCT NOV DEC JAN FEB ** HOTEL /MOTEL ** MAIR APR MAY - --- JUN JUL AUG SEP 'TOTALS 410547 599695 765114 796797 1113647 1478881 --------------------------------------------'- 5164681 0(- NOV DEC JAN FEB * INTERVAL ** APR MAY JUN JUL AUG SEP TOTALS 7843 11914 14375 18080 18075 _- -4990 '- ------ -- -- °- --- - - - - ------------------------------------------------ 75277 OCT NOV DEC JAN FEB ** MOBILE HOME PARK MAR APR MAY ** JUN ----- -TOTALS JUL AUG SEP 228 517 543 1455 1392 3710 --- --- - -- -- -- -- ---------------- _ ----------------------------- 7845 OCT NOV DEC JAN FEB MAR* SINAPR FA�MIMAY ** JUN - .SEP `•+ - -- JUL AUG TOTALS 45283 13154 22328 52088 32000 55672 . ------ ._...-------------------------- ------------ 220525 OCT NOV DEC JAN FEB MAR APR R MAY JUN - °---- ------------------------------- -_ - --- JUL AUG SEP TOTALS 45000 82301 249289 590015 471764 - -21546 _. ------------------------------------------------------- 1459915 OCT NOV DEC JAN FEB ** OTHER ** v MAR APR MAY JUN JUL I ........... AUG -_ ---- SEP - - -- --- TOTALS ----------- - ---- ----- - ------- `- -- ---- - -- - -- ------------------------ -------------------- ** TOTALS ** OCT NOV DEC JAN FEB MAR APR MAY 17 UN JUL AUG SEP TOTALS 525334 691705 924729 1208561 2907069 2325647 7583045 DILEAIC.DOWN FISCAL 2010 -2011 FISCAL 2011 -2012 DIFFERENCE X. OYE 12AL. L COLLECTIONS MON"I'H TO MONTH YEAIZ TO DATE 2,026,114 6,491,200 2 325,647 >45 7,583,0 299,533 + 1,091,845 + - 14.78% + 16.82 °!° FY 12 (5' ej FY 12 Adopted Reserved by FY 12 Net FY 12 HOTEL i MOTEL Fund Budget Law MONTH TO MONTH YEAR TO DA'T'E 1,315,029 4,461,445 2,478,881 5,164,681 + 163,852 -h 703,236 4- 12.4604 + 15.76°!° 2,153,300 (107,700) 2,045,600 2,281,902 184 3,262,500 (164,100) 3,498,400 3,437,348 IZEA.GTO.125 193 310,900 (15,500) MONTH TO MONTH YEAR TO DATE 382,195 1,173,881 471,764 1,454,262 + 89,569 + 280,381 -4- 23_44°!0 + 2'3.89 °!° 1,516,100 (75,800) 1,440,300 1,606,647 195 4,371,834 (218,600) 4,153,200 INDIVIDUALS (AP-FS /CONDOS S F HOMES) MONTII TO MONTH YEAR TO DATE 276,849 689,0871 325,947 803,449 -1- 49,098 + 214,362 + 17.73% Budget FY 12 (5' ej FY 12 Adopted Reserved by FY 12 Net FY 12 Fund Budget Law 1 Budget Forecast 183 2,153,300 (107,700) 2,045,600 2,281,902 184 3,262,500 (164,100) 3,498,400 3,437,348 193 310,900 (15,500) 295,400 329,468 194 1,516,100 (75,800) 1,440,300 1,606,647 195 4,371,834 (218,600) 4,153,200 4,632,899 196 0 - 0 0 198 1,435,500 (71,800) 1,363,700 1,521,233 Grass Budget $13,050;100 (653,500) $12,398,600 $93 ;829,496 Less 5% Rev Res (653,588) Net Budget 12.396,600 Collections % Budget Collected to 0.`5 over FY' 11 :•6 over FY 10 % over FY 09 hAonth Actual FY 12 Cum YTD Date collections collections coFlections Oct 525,334 5255,334 4.0260/c 9.71% 18.07c,.S 39.3814c. Nov 691,705 1,217,039 9.326% 10.6558 26.469A 11.70% Dec 924,729 2,141,768 16.412% 23.2955 24.11% 15.79% Jan 1,208,561 3,350,329 25.673% 19.69% 14.27 °.8 7.17% Feb 1,9+07,069 5,257,398 44.287% 19.09% 13.6155 16.67:6 Mar 2,325,647 7,583,045 58.108% 14.78% 14.460A 17.73°.%0 Apr 7,583,045 58.108% May 7,583,045 58.108% June 7;583,045 58108% July 7,583,045 58.108% Aug 7,583,045 58.108% Sept 7,583,045 58.108% Total 7,583,045 71583,045 1 €.82% 16.55% 15.68% Bat to Collect 6,246,451 Budget C@mparison 5 Yr Collect 5 Yr Collect Budgeted Actual Month History -Bum History,- Monthiv Collections I Collections 'Variance Oct 3.4% 3A% 441,513 525,334 83,821 Nay 8.0% 4.6°x, 597,184 691,705 94,521 Dec 13.8% 5.9% 765,930 924,729 158,791 Jan 22.0% 8.2% 1,063,785 1,200,561 144'776 Feb 34.8% 12.8% 1,676,256 1,907,069 230,813 Mar 50.6% 15.8% 2,063,990 2,325,647 261,648 Apr 68.8% 18.2% 2,376,287 0 n!a May 70.2% 10.3% 1,348,214 0 Wa June 85.3% 6.2% 804,560 0 n!a July 90.4% 5.0% 653,390 0 nla Aug 95.510 5.251 678,131 0 n1a Set IGO.G% 4.5% 580,844 0 nla Total 100.0% 100.0% 13,050.100 7.683.045 q74 37n • Apol30, 2 oIsland Marke' rt�i�6rt� 1i of 9 Everglades Winter Campaign Wrap -up Apnl 30, Marked Nr*pbrt"- ggoIsland 11 ofs Everglades • Purchased 3,686 spots across New York, Chicago and Canada — Delivered 6,857 (86 %) more spots than purchased • Added Value — Over $30,000 in media representing a 19 % incremental spend at no additional cost April 30, 2 Marker - N0pJ�tsrt�•L->_goIsIand 12 ofs Everglades Snow can be fun Snow can be fun. Warm Florida fun for less. But we prefer sand. wamnv:d..o — ddeA • Purchased over 17,513,724 impressions — Delivered 19,722,223 — representing a 13% incremental impressions at no additional cost • All online media delivered a click- through rate above industry standards • Mobile delivery was significantly above industry standards v April 30,2,W o Island Marke'��rt�' 13of9 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 Northeast Midwest Canada ■ 2,011 ■ 2,012 April 30, 2 oIsiand Market ibgp0p6rtA,j4§ 14 of 9 Iiverglades -A~ Summer Campaign: April 9 - July 29, 2012 Visitation Occupancy 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 Northeast Midwest Canada ■ 2,011 ■ 2,012 April 30, 2 oIsiand Market ibgp0p6rtA,j4§ 14 of 9 Iiverglades -A~ Summer Campaign: April 9 - July 29, 2012 April SwEverglades MarkeNr*96rA' &- 9 §0IsIand 15 of .-�- Television: 15/ :15 bookends airing across Florida with concentration in: • Miami /Fort Lauderdale • Orlando • Tampa /St. Petersburg • West Palm Beach • Cross promotions around the following programs: — Florida on a Tankful — The Weather Channel Overall reach will be at least 93% of our primary target audience of Adults 25 -64, HHI $150,000+ skewed to women 10130, 2 1 Market aPJPsrf Ltg0Island 16 of 9 Everglades =- nline: • Media targeted demographically, geographically and by interest collinsonlojetlio t^.ve?1t;5 GOORIe- C� C�WI �s � SunSentine xom tripadvisor MEDIA NFiWOFKS, INC. �. Lam: PalmBearliPostxoin 10flandoSentinel, 'YAIE-100V -ho PoW. y Tampa Bay Online Apri130�f1pJP6 � OIsland Mark.F� 17of Online: • Creative units include video, :15 pre -roll, 300 x 250, 728 x 90 expandable leader boards and Oggi Finogi • Increased co -op partner participation Apri130, 2 plslarid Market fm& 18 of9 Everglades�^'�-'. -... FOXNEMlS Dick Clark, 1929 -2012 . LL VGA L; M PN , Yv en ilry c. �- Ewne vNrte Er.!ert.:cne.�, Iu.L Eels+ _ xM SEllxn � gxalov Svvm. avtl '� vewnreu, aer vvvenemn.n. va've...n w.,m +.er roiwmvu rsvn, ..re vemeu, muw nem a+rc, po•e, 1 •.• __. - -. v'a• - --- -- Online: • Highly targeted video placement through SpotXchange network • Strong presence on mobile and iPad units • Impressions served across all smart phone and tablet platforms • Over 7,200,000 impressions will be delivered April 30,��pp]] ��2 ' Mwk.& 4p6rA- L- wgoIsIa1 d 19of9 Everglades April 30 2 Market' N1PJP1r4L- „1g1Islaad 20of9 Everglades Print: -Publications are targeted based on their ability to provide relevant editorial content, include partner participation or are part of the VISITFLORIDA program. What's on your a &-;,&wt” bucket list? a. :rreM I 111111101 Tl:dil 4 il, 1 ;,c,a p 1 A1areoIsland ssayc. �n the M \'.. Pnratlise Cuaat, sh.r e'sswnea!nr9 sp ia; ))) fm aseyur!e. An I Chn sirmn:er itS priced pe! f fly FVe Fbladits Find great getaway ideas &dealsaCP� PtjLd /�GZILC[C ,Urlr I7. 800 -1 -Reap. April a30, �",.�� oIsland Mrk.' fgjp rt�'aw�g 21of9 rwcrglades"':z v' s,- Apri130, 2 Market 'Vpp4p6rtl�k"oisland 22 of 9 1 VGCladf S. CARRY -ON PILLOW GIFTS CVBs Get Pro dwe-: April 30, Market hXrg4p6rt - L- trgoIsland 23 ors Everglades-''�„-"' New Landing Page provides: more navigational options to visitors, more information on visitors to the site and another platform for partner promotion Clicks through to 'Clinks through to Home Page�x. _ ='� Deals Page Opens to - - -- couples /singles Opens to family Bucket List options themed Bucket List options Opportunity to click rnai Ho m T,, groom through to the Deals Bucket List selection Page after viewing — pops up Bucket List ---- _ -_ Contest information a___. Contest sign -up to promoting resort capture emails for - -- -- - - ---- _ - - -- database Apri130,2012 Marketing Partner Reports 9 a-g 25 of 99 Naples Marco Island Everglades �= F' e4 "^" I S E C Cr A S Y National Public Relations Update TDC Meeting April 30, 2012 LOU HAMMOND &ASSOCIATES April 30, 2012 Marketing Partner Reports g 26 of 99aples Marco Island ActivitiesYEverglades • 2 Press releases & materials written • Spring Events Release • Culinary Updates Release • Weekly LH &A "Value Blast" - inclusion in 5 editions • 8 Hot Tip partner media leads • Father's Day Packages -American Way • Earth Day Promotions • Saveur 150 Classic Recipes • Nickelodeon Packages • Meetings Updates • Spring Break Packages • Unusual Services • Gourmet Kid's Menu \aples � L�'lafC everglades r..adi,. C ... t D— Team Below isa publicity oppellfnity for 5—or (Circulation: 331.376: uh1V .- 297,456). LN &A will submit all relevant information to the editor !a, possible in-lusion. The October edition of Saveu, ti,11 be dedicoted to 150 Cl—ic Recipes. In addition. the edit— ore. W.—fed in possibly creating videos of she top 100 a ipes shed d. This is a great npp.4.6tt, with an nma_ing publication! fnf -wion needed: R.towont +Contact into f-wotions phone number. web site) .Recipe, ingredient ttlaary o! recipe? why do you eonade finis o daesie? Wdeo derv— frnsion of the recipe. from prep to finished dish • PnCJng Of dsh of your reStaUran! • Any Othei l gent de',nls OaadGne: Neon, Wednesday, April 26, 2012 Contact , .!'+v: !pan- .n,rnd.c>m or can\r.ii! cr mond.co- if you have any quesfians. Than' ,V April30,2012 27 Marketing 0of Partner Reports g Ies Marco Island Activities Ever • Agency social media efforts • Social media calendar , lounanmadsass fat • 8 Facebook posts • Paradise Coast • March 15 - Collier County Fair • March 23 - Photo session at Naples Humane Society • LH &A • Culinary Release Update • Value Blast • Mediterranean Getaway at Marco Beach Ocean Resort • Girls in Paradise Package at Marco Island Marriott Beach • Discover with You at The Ritz - Carlton, Naples • Spa Ritual Package at Marco Island Marriott • Comfort You at The Ritz - Carlton, Naples Activities • Agency social media efforts • 6 Tweets s_vu nALrllpV110 LOUYanirronap, LH &A 11 Visitors to Naples 04arcolsland &;-Everglades can enjoy new Y-111 1 restaurants & food tours offered throughout @ParadiseCoast • CREW Wildflower Festival bit.ly/IAFalj Na;'zs, s'arco 14a ,d, Eseig!aCes - r'araC:se Caart is becanung one of the South's burgxon�ng "foodix "locales, as the area s culinary scene continues to evolve reith an influx of hlghprehla events, inaugural food tours, new restaurants, and much more. For more a f —D,in: Nip_;; r,,J .t N7a,, April 30, 2012 8aofegtigng Partner Reports 1 Za les V Marco Island Everglades • Culinary Release Update • Help Collier County win Best Urban Beach • Value Blast • Mediterranean Getaway at Marco Beach Ocean Resort • Girls in Paradise Package at Marco Island Marriott Beach • Discover with You at The Ritz - Carlton, Naples • Spa Ritual Package at Marco Island Marriott • Comfort You at The Ritz - Carlton, Naples Paradise Coast • Collier County Fair • Naples Humane Society s Activities • NYC Desk -side Media Meetings - April 17 & 18 • Worth • Endless Vacation • Media Activities • Rudy Maxa Satellite Media Tour - segment aired on 16 television and radio shows, audience reach 1.9 million+ • 2013 Sports Illustrated Swimsuit Issue opportunity • Media Visits • Group Press Trip planning • HolidayTripper.com -May 22 -27 • Kathy Witt, McClatchy- Tribune - Dates Pending April 30, 2012 Marketing Partner Reports Ra les Marco Island Everglades NA April 30, 2012 Marketing Partner Reports 30 of 99 lqag ples MarcoIsland Activities Everglades • Media Outreach Sampling • AAA Southern Traveler • Boston Globe • Coastal Living • Conde Nast Traveler • Garden & Gun • Huffington Post • Los Angeles Times • Men's Health • Southern Living • T Magazine • The Today Show • Travel + Leisure • Whole Living 0 Results Sampling April 30, 2012 Mark ti g Partner Reports �a les Marco Island Everglades April 30, 2012 Marketing Partner Reports 1 g 1�I 32 of 99 aples Marco Island Everglades ,a „r.1.e ....I PJ3Kd com Family Vacations March 21, 2012 UMV: 46,336,600 Paradise Coast, Florida - Southeast Coast. Marcos Island, Town of Naples, Pail of Everglades Nat'l Park by Tere:a Vtnn,ht, Aba t.ccm Gu:de See More About: p.1a.`1rae.Mig B d ” "a lures; The "Paradise Coast- in southwest Florida -- sometimes called Florida's "last paradise - -- includes Marco Island, the town of Naples (about two hours from Miami by car), and e:estem areas of the Everglades. Beyond Marto Island (one of the Ten Thousand islands) are nearly 100 miles of islands and and estuaries that will never be developed, including the Ten Thousand islands National 1Yiidiife Refuge and state and national parks. A great area for exploring nature, and also home to resorts with all the amenities. 911?J7?! rllop.ngp10-P 059rt This beachfront resort has twenty acres and a location on a three -mile long white -sand beach. A shuttle takes guests to a sister property, the Ritz - Carlton Golf Resort, three miles array. The Ritz- Cadton, Naples has ................ ._ . Nature's wonder kids programs, and the Golf Resort has kids programs also. Beach activities include kayaking and sailing on hobie cats or . catamarans. Dolphin Explorer C 15Ae Sounds like a great opportunity to see dolphins alive in their natural world: passengers on the Dolphin Explorer act as "Citizen Scientists" assisting dolphin researchers with spotting dolphins for the '10,000 Islands Dolphins Project'. This project is a long -term study of the distribution and behavior of bottlenose dolphins in Southwest Florida. rnoro crs r•sr, r9 rra,�'v: L V_` �_ I a April 30, 2012 Marketing Partner Reports 14a les Ivlarrco lsland Everglades Cyerniadgs ItiatioRa�Varly This National Park is an utterly unique ecosystem, a "river of grass" that is the largest sub - tropical wilderness in the continental U.S. (and also the only place In the world where alligators and crocodiles live in the same habitat.) Take time to explore the nature trails. Fi.xcn Isla n_� Marco Island is the largest o: the Ten Thousand Islands, located at the southern tip of the Paradise Coast, ii miles south of Naples, and just north of the Gulf Coast entrance to Everglades National Park. The Island } i has Gulf beaches on one side and mangrove estuaries on the other. - Beaches offer great shelling. The island has resorts and other lodging, and tour operators offer short boat trips to pristine beaches. Mar[9--1'slittd arrio [ aeacll_R"art This resort has a tropical style, a prime spot on three miles of white sand beach, kids club, complimentary family activites, kiddie pool and playground, a spa and a championship golf course. Cmon, the Go11,5 aL Children's Museum of Naples Lots of fun mvaits kids at this museum, which could be a cool air - conditioned respite on a hout day. More alit[ isle Parodist fn Sit The Official Visitor Information Site for Naples, Marco Island and the Everglades has info on where to stay, fun things to do, and more. For instance: walk a two -mile boardwalk in the Audubon Corkscrew Swamp Sanctuary, take an airboat or a Everglades National Park boat tour, cake a sunset cruise from Marco island... April 5, 2012 Circulation: 905,920 UMV: 8,433,241 The best egg dishes at popular destinations across ; America Chefs are going far beyond traditional egg dishes. For me, the egg hunt didn't stop when I became an adult. Some people bunt eggs, but I prefer to eat them. As a kid, I thrilled more to the feast than the hunt — as in the feast of hard - boiled eggs and leftover egg dishes that remained in the wake of annual visits from the bunny. Today, modem chefs are pushing any envelope they can get their hands on to honor the egg. Eggs aren't just for breakfast anymore as evidenced by the dishes I've gathered here, many of which have become some of my favorites. Here are a few of the best and brightest egg dishes at popular destinations across America. April 30, 2012 Marketing Partner Reports g 34 of 99 MipleS Marco Island Everglades A white asparagus and egg appeti_er nt l emonia in Naples, Fla. (Kelly Merritt, Kelly Merritt J March a, po r _) lei ®R i —_ April 30, 2012 Marketing Partner Reports g 35 of 99aples to Marc Everglades In Naples, Fla., at Lemonfa (pronounced lemon EYF—uh) in the Ritz - Carlton Golf Resort, chef Erik Autry of takes his time crafting his white asparagus and egg appetizer. Autry serves the organic egg with a potato terrine, white asparagus, fine herb creme fraiche and finishes it with black lava salt. Lemonfa, 260o Tibur6n Drive, Naples, Fla.; (239) J98 -6644, http: / /wltiw.lat.nLC /Hj6L -/8 A few miles away on the water at the Dock at Crayton Cove, chef Corey Heath frequently sells out of his ropa vieja Cuban egg and steak sandwich on the restaurant's Sunday brunch menu. The chopped steak is served with two eggs over easy, a spicy tomato - pepper sauce and bfanchego cheese pressed between two slices of Cuban bread. The Dock at Caalton Covem 845 i2th Ave. S., Naples, Fla.; (239) 263-9940, http: / /wz�iv. do ckc rai-tonc oe• e. c om About an hour east of Naples at the East End Brasserie at the Atlantic Resort tc Spa in Fort Lauderdale, chef Steve Zobel marries his signature egg dish with six pan -fried oysters — three for each muffin — for his fried oysters Benedict. A11rat's not to love? East End Brasserie, 60i. N. Fort Lauderdale Beach Blvd, For Lauderdale, Fla.; (954) 567 -8020, http: / /itiv4 v.atlantichotelfl.com /dining /eastetidbrassclie.cfni travel`latimes.com Looking Forward Upcoming events • Group press trip - May 16 -19 • Partner PR Seminar - June 2012 • Marketing Retreat - July 10 -11 • NYC media event - late October /early November 2012 Upcoming written materials • LH &A Value Blasts • Update Meetings Release • Stress -free Honeymoons in Paradise Upcoming media outreach • Treviso Bay Tournament Players' Club Golf Course - opening to public • 65th Anniversary, Everglades National Park 3, April 30, 2012 36 of 99 Marketing Partner Reports lqiples Marc Everglades ApH130,2012 Marketing Partner Reports 9 a -g 37 of 99 Naples Marco Island Everglades 1� .In1 tai ^ o I U EH C O A S `I` `° Thank you! Proud to be your Partner in Paradise! LOU HAMMOND & ASSOCIATES April 30, 2012 Marketing Partner Reports 9 a -g 39 of 99 -P -r aJ Jjj -�JJ r,JJ The Collier County Tourist Development Council Research Data Services, Inc. April 30, 2012 © Research Data Services, Inc. 2012 Naples Marco Island I�v� r�;i��cics April 30, 2012 Marketing Partner 40 of 99 Economic Indicators t © Research Data Services, Inc. 2012 April 30, 2012 Marketing Partner Personal Savings/ 41 of 99 Consumer Confidence Personal savings as a pct. of disposable income Consumer Confidence Index 100 6 75 5 4 NAW 3 t 25 109 10 1 111 1 '12 Consumer Confidence Index 100 75 50 v%AAA t 25 0 '07 1 '08 1 109 1 '10 1 '11 1 '12 Source: Commerce Department Source: The Conference Board © Research Data Services, Inc. 2012 Apri130,2012 Marketing Partner Rep 9 Global Manufacturing Index Global Manufacturing Index 60 50 20 V" r t s' a s Source: J.P. Morgan © Research Data Services, Inc. 2012 April 30,2012 Marketing Partner 43 of 99 Q1 January —March 2012 Visitor Profile Ito Research Data Services, Inc. 2012 January April 30,2012 Number of Visitors Marketing Partner 44 of 99 Q-1 20-12 162,000 +10.4 February 176,300 +8.9 March 213,200 +5.0 First Quarter 551,500 +7.8 I �r April 30,2012 T, 1,,Ie,, Rep S pending Impacts of TouSsm Ql- 2012 2012 January $121,744,474 +17.4 February $183,0861898 +15.5 March $232,692,170 +12® First Quarter $537,523,542 +12.9 �l 0 Research Data Services, Inc. 2012 Visitor Origins 0-1,20.12 April 30,2012 Marketing Partner 46 of 99 (0 Research Data Services, Inc. 2012 a RDS 0ccupancy/ADR,-'-,k,'�`-ng 1Pa Partner Q12012 Occupancy 2011 2012 % 0 January 66.4% 74.8% +12.7% February 83.8% 86.6% +3.3% March 89.1% 92.2% +3.5% ADR 2011 2012 $159.1 $168.7 $233.1 $253.8 $240.6 $260.1 1 © Research Data Services, Inc. 2012 APril 30, 2012 Marketing Partner 48 of 99 Executive Summary March 2012 © Research Data Services, Inc. 2012 %0l +6.0% +8.9% +8.1% April 30, 2012 Marketing Partner Visitor Metrics 49of99 March 20 -12 ❖ This March, a record 213,200 visitors stayed in Collier lodging accommodations (45,0 %). Visitor spending reached $156.1 million dollars (412,0 %). These metrics are mirrored in the industry's statistics as follows. Importantly, RDS's estimates are inclusive of the County's condominium and vacation rental inventory. Metrics: 2011 Occupancy 89.1% ADR $240.6 RevPAR $214.4 2012 % 0 92.2% +3.5 $260.1 +8.1 $239.8 +11.8 © Research Data Services, Inc. 2012 April 30, 2012 Visitor Metri cs Marketing Partner 50 of 99 March 2012 ❖ RDS's management index, however, shows a moderate decrease in the proportion of properties reporting highe levels of three -month forward - looking reservations: of Properties Reporting Reservations: 2011 2012 Up 35.7% 31.6% The Same 17.9 44.7 Down 25.0 15.8 }y 3 9a © Research Data Services, Inc. 2012 April 30, 2012 Visitor Metrics 5 of 99g Partner Rep March 2012 ❖ The Naples, Marco Island, Everglades area attracted significantly more visitors from the Midwest and its International feeder markets this March. Specifically: 2011 2012 March Visitation Visitor # Visitor # % 0 Florida 53,186 51,807 -2.6 Southeast 16,037 141498 -9.6 Northeast 58,261 58,630 +0.6 Midwest 441457 47,757 +7.4 Canada 3,654 5,117 +40.0 Europe 16,646 24,518 +47.3 { Mkts. of Opp. 10,759 10,873 +1.1R; Total 203,000 213,200 +5.0� © Research Data Services, Inc. 2012 April 30, 2012 Transportation 5 of 99g Partner March 2012 ❖ Better than two - thirds (68.1016) of March visitors flew to reach the destination (2011; 66,0 %), ❖ Although Southwest Florida International remains the primary airport of choice (2011; 73,546; 2012: 67.4%), this March, Collier saw increased traffic via the Miami, Fort Lauderdale, and Orlando International airports. Research Data Services, Inc. 2012 Apri130,2012 Marketing Partner F� ■ rst Time Visitors 53 of 99 March 2012 ❖ One of every three March visitors (34 ®2 01o) has not previously visited the destination — an increase over March 2011 (2 31 ®3 %), 0 © Research Data Services, Inc. 2012 April 30, 2012 Information 4a fe9t9g Partner March 2012 ❖ Fully 94.9% of Collier's visitors use the Internet to gather information for their trip. Specific web resources mentioned include: • Accommodation websites (45■ ® /o), • Airline websites (37,3®/0), • TripAdvisor (31.3%). ■ Destination websites (28,6 %), ■ Expedia (16,7 4,b), ■ Orbitz (11,8 01o), in Travelocity (10,0%), © Research Data Services, Inc. 2012 April 30, 2012 Marketing Partner Information 55 of 99 March 20.12 ❖ Facebook, Twitter, and YouTube are increasingly mentioned by visitors, with some 15.8% volunteering these social media sites as sources of information for their trip. © Research Data Services, Inc. 2012 April 30, 2012 Satisfaction/ Demog ra pKICS et March 2012 ❖ The overwhelming majority (96,8%) of March patrons are satisfied with their stay and fully 90.8% are planning a return trip. ❖ March visitors average 51.9 years of age and the typical travel party commands a median household income of $148,363. © Research Data Services, Inc. 2012 April 30, 2012 Marketing Partner 57 of 99 STR Information Smith Travel 30 2012 Occupancy/Af ep March 20-12 Occupancy ADR RevPA 2012 % A R 2012 % A q 2012 Naples MSA 84.1% -2.6% $245.03 +8.1% $206.13 +5.4% Naples Upscale 90.5% -1.7% $316.85 +4.9% $286.73 +3.0% Miami - Hialeah 86.0% +0.3% $206.16 +9.0% $177.24 +9.3% Florida Keys 90.1% +0.7% $268.71 +9.6% $242.14 +10.3% Ft. Myers 84.1% +1.2% ' $174.52 +6.5% $146.76 +7.8% Sarasota - Bradenton 88.0% +10.8% $149.39 +7.6% $131.47 +19.2% Clearwater 90.8% +5.0% $148.23 +10.7% $134.65 +16.2% St. Petersburg 87.8% +3.4% $146.91 +10.3% $129.04 +14.1% Palm Beach County 85.3% +2.0% $191.70 +7.2% $163.47 +9.4% Ft. Lauderdale 85.8% +2.8% $140.00 +4.0% $120.06 +6.8% SOURCE. SMITH TRAVEL RESEARCH, INC. REPUBLICATION OR OTHER RE -USE OF THIS DATA WITHOUT THE EXPRESS WRITTEN PERMISSION OFSTR IS 5TRICTL Y PROHIBITED. Smith April 30, 2012 Travel Occupancy g Partner Rep % A 11 -12 March 20 -12 $269.52 +11.1% Occupancy ( %) $223.89 +8.5% Trans % 0 11 -12 Grp % 0 11 -12 i Total Naples MSA i 50.9% +0.5% 31.8% -10.4% i 84.1% Miami - Hialeah I 56.3% +1.5% 25.5% +0.4% i 86.0% Florida Keys 81.1% +3.0% 8.9% -14.4% ; 90.1% Ft. Myers 62.8% +0.7% 17.8% -1.8% 84.1% Sarasota - Bradenton 65.4% +16.2% 21.9% -4.6% 88.0% Clearwater 66.2% +11.0% 24.6% -8.3% 90.8% + St. Petersburg 62.6% +7.1% 24.1% -6.8% i 87.8% Palm Bch Cty 54.8% -1.9% 29.6% +10.0% i 85.3% Ft. Lauderdale 60.0% +6.0% 20.1% -9.1% 85.8% SOURCE. SMITH TRAVEL RESEARCH, INC. REPUBLICATION OR OTHER RE -USE OF THIS DATA WITHOUT THE EXPRESS WRITTEN PERMISSION OFSTR IS STRICTLY PROHIBITED. April 30, 2012 Smith Travel ADR Marketing Partner Rep 60 of 99 March 2012 ADR ($) Grp %A 11 -12 1 Total Xy 1 $212.85 +4.1% I $245.03 I $187.24 Trans % A 11 -12 Naples MSA $269.52 +11.1% Miami - Hialeah $223.89 +8.5% Florida Keys $272.29 +8.9% Ft. Myers $194.53 +8.5% Sarasota - Bradenton $160.74 +8.6% Clearwater $161.83 +10.3% St. Petersburg $148.58 +11.1% Palm Bch Cty $209.12 +8.6% Ft. Lauderdale $143.55 +7.1% SOURCE. SMITH TRAVEL RESEARCH, INC. REPUBLICATION OR OTHER RE -USE OF THIS l PROHIBITED. ADR ($) Grp %A 11 -12 1 Total Xy 1 $212.85 +4.1% I $245.03 I $187.24 +7.9% 1 $206.16 $238.12 +11.5% 1 $268.71 $125.59 -1.1% I 1 $174.52 $119.10 +1.4% 1 $149.39 $111.67 I +6.0% 1 I $148.23 $145.54 +9.2% 1 $146.91 $163.34 +6.3% 1 $191.70 $153.74 -0.2% 1 $140.00 )A TA WITHOUT THE EXPRESS WRITTEN PERMISSION OFSTR IS STRICT[ Y April 30, 2012 Marketing Partner 61 of 99 March 2012 Visitor Profile © Research Data Services, Inc. 2012 1 Apd130, 2012 Marketing Partner Rep Visitation 62 of 99 `daif,c, fil Marc '11-'12 + 2012 0/0 L 203,000 213,200 +5.0 4 ty © Research Data Services, Inc. 2012 April 30, 2012 I Marketing Partner Re[ Spending Impacts of To u3rism 11 © Research Data Services, Inc. 2012 Visitor Origins March © Research Data Services, Inc. 2012 April 30, 2012 Marketing Partner 64 of 99 of Visitors 2012 A% Florida 51,807 -2.6 Southeast 14,498 -9.6 Northeast 58,630 +0.6 Midwest 47,757 +7.4 Canada 51117 +40.0 Europe 24,518 +47.3 US Opp Mkts 10,873 +1.1 TOTAL 213,200 +5.0 © Research Data Services, Inc. 2012 April 30, 2012 Marketing Partner 64 of 99 Purpose of Trip Mal-Ch April 30,2012 Marketing Partner 65of99 1. 4 1 '0 Research Data Services, Inc. 2012 1 April 30,2012 Marketing Partner F ( of 99 First Time Visitors �O 0 66 Yes) N"'EVI'll) 50.0 40.0 30.0 20.0 10.0 0.0 2011 2012 ❑ New Market Share LJ Gain from FL '0 Research Data Services, Inc. 2012 76.0% 77.9% N/A 29.6 9.4 11.7 1. 4 1 '0 Research Data Services, Inc. 2012 1 April 30,2012 Marketing Partner F ( of 99 First Time Visitors �O 0 66 Yes) N"'EVI'll) 50.0 40.0 30.0 20.0 10.0 0.0 2011 2012 ❑ New Market Share LJ Gain from FL '0 Research Data Services, Inc. 2012 20.0 15.0 10.0 5.0 0.0 April 30, 2012 Marketing Partner F Airports of Deplanement March © Research Data Services, Inc. 2012 Satisfaction (combined) Mar Mar 2011 2012 r 95.7% 96.8% Would Recommend 93.0 94.7 More Expensive Return Next Year 11.1 10.6 61.8 65.3 i © Research Data Services, Inc. 2012 Apri130, 2012 Marketing Partner Rep 9 Age/Median e Avers Income f • r 0 Average Age (yrs) 51.2 5119 Median HH Income $146,604 $148,f363 z © Research Data Services, Inc. 2012 April 30, 2012 Marketing Partner Visitor Perceptions s99 Satisfaction (combined) Mar Mar 2011 2012 r 95.7% 96.8% Would Recommend 93.0 94.7 More Expensive Return Next Year 11.1 10.6 61.8 65.3 i © Research Data Services, Inc. 2012 Apri130, 2012 Marketing Partner Rep 9 Age/Median e Avers Income f • r 0 Average Age (yrs) 51.2 5119 Median HH Income $146,604 $148,f363 z © Research Data Services, Inc. 2012 April 30, 2012 Marketing Partner Reports 9 a -g 73 of 99 Naples Marco Island Everglades CVB Naples NNOW Alarco island Executive Summary March 2012 Everglades Overview • Time on site and overall bounce rate for March 2012 are steady with March 2011's numbers. Time on site was 2:03 minutes (versus 1.56 in March 2011), and the overall bounce rate was 59% (versus 57% in March 2011). • Total visits and page views for March 2012 were down from February 2012 and lower than March 2011's numbers. However, there were 60,877 more year -to -date page views through March 2012 than there were through March 2011. • Overall international visitation for March 2012 was down 50% from February 2012 and 44% from March 2011. However, visitation is up from Germany and Spain: — Germany: 5% over February 2012 and 19% over March 2011 — Spain: 24% over February 2012 and 27% over March 2011 • Florida continues to lead in -state visitation, though its numbers saw a slight decrease in March 2012 -- a 1% decrease from February 2012 and a 12% decrease from March 2011. Additional Trends • Though each Signal of Intent to Travel saw lower numbers in March 2012 than in February 2012, overall SITS accounted for 29.92% of page views. • The site's homepage bounce rate of 47% for March 2012 is slightly higher than what we like to see (for March 2011, it was 31 %). We are working with the agency to lower this number. Naples Marco Island Everglades CVB Measurement Dashboard March 2012 LM = vs. last month I LY = vs. last year I 1B= vs. Industry Benchmarks I B = vs. 2011 baseline ENGAGEMENT Time on Site: 2.03 Minutes Bounce Rate: 47% of Home Page Bounce Rate: 59% Overall ACTIVITY 34,576 Total Visits 98,419 Page Views LY IB B 1.56 3.43 2.10 31% 33.0% 34.4% 57% 45.3% 55.1% LM LY -22% _- -41% 4 -22% a -42% 117,678 Visits Year -to -Date (vs. 119,233 visits in 2011) 350,721 Page Views Year -to -Date (vs. 289,844 in 2011) ON n1ilEsmr=dia April 30, 2012 ((� Marketing Partner Reports 9 R%ples 74of99 r\larcolsland Everglades Good Not Significant t.0, Needs Attention 0 — 12% change 13% or higher change SIGNALS OF INTENT TO TRAVEL (SIT) Total conversions 29.92% 29,451 of total page views Signals of Intent to Travel See breakdown below SIT BREAKDOWN LM Guide Orders: 405 -30% Newsletter5ignup: 152 -28% Deals Page Views: 12,936 -39% Stay in Paradise Listings Views: 8,891 -25% Download Guide Link: 35 -15% Paradise Priced Book Direct: 135 +141% BookDirect" Searches: 4,134 -31% BookDirect" Clicks: 2,763 -10% March 2012 Visits — 2009-2012 Top 10 Cities City March Visitors YTD Visitors Naples 3,366 9,811 New York 1,626 4,989 Fort Myers 1,458 4,045 Chicago 750 2,254 Bonita Springs 543 1,359 Marco Island 446 1,282 Cape Coral 410 1,263 Atlanta 384 684 Miami 312 825 East Sparta, CH 266 780 (ft MHESITIEdia March 2012 SOURCES OF TRAFFIC 6000 5000 Baseline average 4000 percentages for 2011: 11TVped/ F7 o Boohn—ked Organic Search Traffic: 40.02% ■ Referral Traffic Paid Search Traffic: 11.88% r. Organic search Typed / Bookmarked: Traffic 20.73% 53.66% w Paid Seard,T,.fnc Referral Traffic: 27.36% April 30,2012 Marketing Partner Reports 'NII)ICS 75of99 Marco Island Everglades MOST REQUESTED PAGES 1. Home 2. Events Calendar/ Current Events 3. Deals (paid- Weather.com NYC& CHI) 4. Deals S. Events Calendar International Traffic Over Time -UK -Canada France 6000 5000 4000 3000 2000 1000 F7 o April 30,2012 Marketing Partner Reports '1NqPICS 76 of 99 Xlarco Island Everglades CAMPAIGN RESPONSE 12,842 Total responses Traffic by Source (by month) n Typed/ Bookmarked x ReferralTraffic zi Organic Search Traffic a Paid Search Traffic miksmcclia April 30, 2012 March 2012 April 30, 2012 March 2012 Nlarco Island DMO Competition - Quantcast Marketing Partner Reports 9 Mples 77 of 99 Reach by U.S. People, Reach by U.S. People, March 2012 Marco Island . .. .. .. .... ... ............. ... . . . -------- -- ---------------------------- 35,362 PaImBeachFL.com 11,900 Everglades VISITORS BY STATE 134,129 70,494 Daytona Beach.com 74,005 84,035 Sarasotafl.org 68,781 LM LY FortMyers-Sanibel.com 48,963 59,151 1. Florida: 10,758 -1% -12% com 2. New York: 3,786 -21% -37% 3. Illinois: 2,442 -20% -46% 4. New Jersey: 1,764 -24% -40% 5. Ohio: ------ - ----- ---------------- - --- - - - 1,077 -24% -53% INTERNATIONAL Visits LM LY Visits LM LY Canada 906 -84% -51% UK 747 -17% -24% USA 30,018 -16% -41% Germany 740 +5% +19% International: 4;558 -50% -44% Spain 199 +24% +27% France 139 ---- ------ -16% -57% Visits By Day 1,400 ---------------- 1,300 1,200 A 1,100 900 . ..... coo . .... .... 700 - 6-11 '05 "q q "0 ro ry�lry 41 tX1 11\ry 10\1 A\T 411 -1\v 0ry ,\P '�\v ry�ryry 0 4 4 4 4 4" 4" -01 14\v 4^1 -01 4'v 4v 41 -4111 miksmedia k7p April 30, 2012 March 2012 Marketing Partner Reports 9 78 of 99 Nlarco Island DMO Competition - Quantcast E rgladcs Reach by U.S. People, Reach by U.S. People, March 2012 March 2011 ParadiseCoast.com 23,730 35,362 PaImBeachFL.com 11,900 13,727 Fla-Keys.corn 134,129 70,494 Daytona Beach.com 74,005 84,035 Sarasotafl.org 68,781 77,344 FortMyers-Sanibel.com 48,963 59,151 VisitStPeteClearwater. 89,443 75,183 com MHESMEdia April 30, 2012 Marketing Partner Reports 9 Ngples March 2012 79 of 99 Marco Island Everglades Metric Definitions Visit —This metric tracks the total number of visits to the website, both unique and repeat. Unique Visitor —The metric counts each visitor's first visit to the site during a specified time period. Page View —A request to load a single page of a website. Baseline — The average of a metric for the previous year. The baseline represents the standard level at which we wish to keep metrics at or better than. Bounce Rate - Percentage of visitors who view only one page on the site and exit immediately. Sometimes called the Single Access Rate (Bounce rate = Single Accesses /Entries). A "good" bounce rate is considered anything below 30 %. Not all bounces are bad, however, as a visitor who links off to a partner website could also be registered as a bounce. Signals of Intent to Travel (SITs) — A measurement that captures conversion events that indicate a strong desire that the site visitor will travel to the destination. The SIT conversions are unique to each website. Some conversion examples include ordering a visitor guide, signing up for email newsletter, visiting a deals page, clicking through to a booking vendor, visiting the detailed listing of a hotel, activity or event. Typed / Bookmarked — This is traffic that comes from a user either typing the website address directly into their web browser, or they have bookmarked /favorited the site and enter the site by opening the bookmark on their computer. (ft milESmcdia 4 Sales & Marketing TEC14NOLOGIes Rreokthrough Remttt from the Intemet Search Engine Optimization Actions • Tracked and analyzed site traffic statistics • Generated additional PPC ads and Keywords around "Florida Beach Vacations" and "Florida Beach Vacations Naples" • Building specific on -page content recommendations and implementing. This includes changes to generic headings that will help with organic rankings. • Reviewed CVB report and are developing strategies • Generated report to summarize action taken • Exploring how the recent changes Google has made over the last 60 days may have impacted site visits. Monthly Goo April 30, 2012 Marketing Partner Reports 9 a -g 86 of 99 Naples, Marco Island, Everglades CVB Request Summary by Source For the month of March 2012 Magazine FrlendlRelative 1,754 9 * Other. /Unknown 23 •e TV Website Golf Guide 541 606 Total inquiries: 2,934 April 30, 2012 Marketing Partner Reports 9 a -g 88 of 99 Naples, Marco Island, Everglades CVB Request Summary by Source Year to Date 2012 Friend /Relative Golf Guide 19 2,653 CVB Office 2 Total Inquiries: 8,560 z L•'Yebsite � 1,438 TV 4 Travel Agent 3 Magazine Other /Unknoevn 4,368 73 April 30, 2012 Marketing Partner Reports 9 a -g 87 of 99 Naples, Marco Island, Everglades CVB Request Summary by Source For the month of March 2011 Magazine Friend /Relative 1,720 '16 Golf Guide 385 Newspaper I Other /Unknown 17 We€asite 535 Travel Agent I j TV 5 119 Total Inquiries: 2,808 April 30, 2012 Marketing Partner Reports 9 a -g 88 of 99 Naples, Marco Island, Everglades CVB Request Summary by Source Year to Date 2012 Friend /Relative Golf Guide 19 2,653 CVB Office 2 Total Inquiries: 8,560 z L•'Yebsite � 1,438 TV 4 Travel Agent 3 Magazine Other /Unknoevn 4,368 73 April 30, 2012 Marketing Partner Reports 9 a -g 89 of 99 Results Analysis Request Summary Differences 2,494 leads were generated from the Collinson Winter Out -of -state Pre - Printed Insert in March 2011. In March 2012 an ad was not purchased from this source 3,527 leads were generated from the HARP Southeast Region Publication in March 2011. In March 2012 an ad was not purchased in this source Apd]30,2012 Marketing Partner Reports 9 a -g 90 of 99 Naples, Marco Island, Everglades CVB Request Summary by Niche Markets For the month of March 2012 Niche Markets (ECO) 178 Niche Markets (Brid@L °Honeymoon 15 Niche Markets Niche Markets (Senior) 2,047 (Galt) 83 Total inquiries: 2,323 April 30, 2012 Marketing Partner Reports 9 a -g 92 of 99 Inquiries — Leading 4 Countries March 2012 2011 USA Canada UK Brazil 2012 USA Brazil UK Argentina April 30, 2012 Marketing Partner Reports 9 a -g 91 of 99 Naples, Marco Island, Everglades CV6 Request Summary by Leisure Markets For the month of March 2012 Consumer Consumer Directories E- Marketing 410 331 Consumer Magazines 568 Total Inquiries: 1,309 April 30, 2012 Marketing Partner Reports 9 a -g 92 of 99 Inquiries — Leading 4 Countries March 2012 2011 USA Canada UK Brazil 2012 USA Brazil UK Argentina Inquiries - Leading 6 States March 2012 2011 Florida Georgia Texas New York Pennsylvania Ohio April 30, 2012 Marketing Partner Reports 9 a -g 93 of 99 2012 Pennsylvania Ohio New Jersey Virginia Florida New York April 30, 2012 Marketing Partner Reports 9 a -g Collier County CVB 94 of 99 Inquiries by Type Calendar Year March 2012 Y -T -D Phone 225 642 Publications 3499 6891 Web site 331 1437 Info @ParadiseCoast 0 1 April 30, 2012 Marketing Partner Reports 9 a -g 95 of 99 Misc. CVB Services Calendar Year March 2012 Y -T -D Info Ctr. Shipments 3000 8750 Editorial Gen Calls 59 213 Mtg. Planner Calls 0 3 Storm Info Calls 1 4 Storm Accommodations 0 0 Sports Council 0 0 Film Commission 0 1 Travel Agent 0 1 April 30, 2012 Marketing Partner Reports 9 a -g 96 of 99 Live Chat by Topic March 2012 BY PAGE Pag a #of chats Minutes Min /Chat About the Area 1 4.3 4.3 Calendar of Even 1 6.1 6.1 Contact us 1 5.4 5.4 Family Fun 1 6.4 6.4 Fishing 1 4.5 4.5 Home Page 25 138.1 5.5 Order a Guide 1 3.5 3.5 Site Map 1 4.8 4.8 Stav in Paradise 1 6.2 6.2 Thin s to Do -Mai 4 28.8 7.2 Totals 1 37 1 208.1 1 5.6 April 30, 2012 Marketing Partner Reports 9 a -g Live Chat by Page 97 of 99 March 2012 By To is Topic # of chats Minutes Min /Chat Accommodations 6 32.2 5.4 Airport 2 7.0 3.5 Attractions 6 58.4 9.7 Charters and Tours 3 15.3 5.1 Dining & Nightlife 1 4.2 4.2 Events & Festivals 2 4.5 2.3 Family 2 4.4 2.2 Island Information 1 7.3 7.3 M isc. 9 48.1 5.3 Shopping 1 3.6 3.6 Sports 1 7.3 7.3 Transportation 1 8.1 8.1 Visitor's Guide 1 4.2 4.2 Wedding 1 3.4 3.4 April 30, 2012 Marketing Partner Reports 9 a -g 98 of 99 Misc. Services March 2012 Media Month YTD % YTD Meeting Planners Meeting Planner Kit Fulfillment 4 35 15% Meeting Planner Non -Kit Fulfillment 1 3 1% Meeting Planners 5 88 37% Promotions PPD 2011 17 21 9% PPP 2011 8 12 5% Promotions 25 47 20% Travel Agents Other /Unknown 1 10 4% Travel Agents 1 101 42% Grand Total: 31 238 C] DIRECTOR'S REPORT Recent Activity- March -April 2012 Sports Council Board of Directors Meeting Naples LPGA event promoters Speech to Marine Industries of Collier County Facahatchee Preserve Boardwalk Committee Social Media Seminar Collier Area Transit Strategic Plan input meeting Naples Area Board of Realtors Economic Summit Destination Marketing Association CEO Forum April 30, 2012 Tourism Staff Reports 10 a -g 1 Nipic, oPWand 1.3rrKiadcr- 10 Florida Association of Destination Marketing Organizations Marketing Summit International Pow Wow- Los Angeles- Met with 35 international tour operators and press Florida Gulf Coast Destination Marketing Organizations on regional marketing efforts SALES DEPARTMENT - Debi DeBenedetto and Jennifer Leslie Industry Relations — Sales Attended Meet -Up show Chicago Sales Mission 4 Chicago Planners dinner Three RFP enhancements reviewed and approved Planning upcoming events Collaborate Trade Show Las Vegas April 24 -27 New Product Development Visitor Guide 2013 input meeting Promotions • CANUSA Fam Itinerary complete • ASTA Miami Itinerary complete/ event cancelled RFP's and Booked Business • Current month RFP sent 11 April 30, 2012 Tourism Staff Reports 10 a -g 2�Filc� �lartulelam! RFP booked 5 for 521 room nights, estimated $167,925 in revenue with economic impact of $432,325. $500 K special funding spend to date $268,127 spent or promised for Rfp enhancements, fams, sales missions and sites with an estimated ROI of $10,483,277 and an estimated $23,910,002 in economic impact. April 30, 2012 Tourism Staff Reports 10 a -g 3 ,Mm,,oWind PUBLIC RELATIONS & COMMUNICATIONS - JoNell Modys & Angeia Aline Top Publicity Placements National: Excellent top tier feature and news placements May —Smithsonian magazine The 20 best small towns in America Excellent addition to our growing list of "Best Of' placements for the destination. Naples was selected by the editorial team for its wealth of arts and cultural amenities relative to its small size, as well as the beach and weather. CVB assisted Smithsonian writer, who arrived in Naples with no advance notice in February. We were able to provided extensive background info and tips on top arts and cultural amenities. April — Salt Water Sportsman Cover Lead Headline: Discover Florida's 10,000 Islands — Redfish, Snook, Tarpon and more... Article: 10,000 Redfish — The mangrove country around southwest Florida's 10 000 Islands holds surprising promise CVB worked with magazine contacts for 2 years on pitching and then carrying out the idea to feature a focus on redfish in the IOK region. The story is very positive, and points out how nature has rebounded since the cold- induced snook kill of 2 years ago with a big rebound in the redfish population, due to less predation and competition. International: Excellent national publication hits based on CVB- supported FAM visits April — Golfresan magazine (top golf magazine, Sweden) Naples, Florida (Article text translation included in backup materials) Very positive feature about top public golf course play in Naples, along with good information about dining, beaches and more. CVB assisted writer in trip planning and itinerary arrangements. April 6 — The Independent (top UK national newspaper) Traveller's Guide: Florida's Gulf Coast CVB assisted writer with accommodations and itinerary planning and stops. This FAM took place 5 years ago. Local Tourism / Community Efforts April 30, 2012 Tourism Staff Reports 10 a -g 4 Nijilc► 11artuhlind JoNell Modys attended Saturday, April 14 weekend fundraising breakfast to support Smallwood Store at Oyster House restaurant. Posted photo, information and link to fundraising site on destination social media. Provided photo for use by The Mullet Rapper paper in Everglades City. JoNell Modys attended committee meetings with the Greater Naples Chamber's nSpire customer excellence initiative, and will be attending the four nSpire educational sessions on behalf of the CVB. Other partner meetings /support include activities with: Waterside Shops, Joseph's Custom Clothiers, L'Orient restaurant, Marcus Daniel Tobacconist, Barbatella, and more Extensive website work to include adding new listings, assist partners with events and deals and more. There was a very good selection of Good News stories, including stories about our ecotourism and medical tourism efforts. Media Missions Two out -of- market media missions by CVB staff. Attend VISIT FLORIDA blogger and consumer travel media events in New York. While there, attend personal desk side visits arranged by our team at LHA. Approximately 70 in- person media interactions resulted. Follow up is actively underway. Attend International Pow Wow and its Media Marketplace, attended by over 400 International and many domestic travel journalists. ca April 30, 2012 Tourism Staff Reports 10 a -g FILM OFFICP — Made McCarty PRODUCTION NOTES • Blair LLC — catalog /print • White Label — print commercial • U.S. State Dept. — industrial WORKING LEADS • Lionsgate Films — feature • Picture Shack Entertainment — TV • Shilowich Prods. - feature • Usher Films — tv commercial (Jeep) • Beachfront films- feature • ALL CURRENT PRODUCTION OPERATIONS • Issued film permits • Location library upload • Lead /inquiry response • Monthly Revenue Tracking Followed -up with activity worksheets to clients Recorded data • Client Management • Produced By ( conference /tradeshow /reception) planning & organization with Film FL (June 2012) • - Opened a production file for each inquiry • Prepared budget for upcoming fiscal year • Updates to social media content (Twitter, FaceBook) • Developed RFP for on -line data management service contract • Film Florida logo review as part of rebranding (Marketing committee) SCOUTS ' White Label commercial ' Alan Maltz CVB project MEDIA April 30, 2012 Tourism Staff Reports 10 a -g 6�Ir. Al ��cu (Mani! fio'ct�f�tica.r ' Submitted sidebar story "The Hollywood Reporter" FL Issue MEETINGS • Met with Marine Team Int'l- script /production up -date MISCELLANEOUS • Tour of Fiddler Films Studio(arranged for Naples Daily News business - related article) v April 30, 2012 Tmirism Staff Reports 10 a -g OMMAC- UK REPRESENTATIVES HIGHLIGHT OF THE MONTH: IAGTO Site Expectation, Paradise Coast, 19 — 21 March 2012 Travelled with IAGTO General Manager on site inspection of the destination for decision on possible hosting the 2013 North American convention June 2013. All very successful& the contract was signed prior to departure — this will be a first for the destination to host this prestigious event — expected attendance 200/250+ including international & domestic buyers & suppliers. While the host resort is Marco Island Marriott it will be an opportunity to showcase the destination & include many of our industry partners. See itinerary for full details of visit. MARKET ACTIVITIES: Market Update Travel Counsellors is "buoyant" and Cosmos is positive for 2012 - but trade is split over which destinations will be the winners and losers in 2012. Travel Counsellors reported an "extremely buoyant" January with three of the company's best days in its 16 year history peaking on Friday 13 at £2.26 million. The home working agency said sales for January and February were up 8% year on year but it reported a significant late booking trend ". UK bookings in January and February for departures during those months were up 16% year on year, with a peak in the last two weeks of February of 24 %. Destinations selling well include the US, Spain and France. Travel Counsellors expects Portugal, Spain and Greece to also sell well over the coming months due to the weak euro. Managing director Steve Byrne said: During the January period over 140 Travel Counsellors had their best ever sales month, with over 50 agents achieving sales of over £100,000 and a further 170 making sales of over £50,000." April 30, 2012 Tourism Staff Reports 10 a -g 8 0 `ipi" ut +land Meanwhile, Hugh Morgan, Cosmos' managing director of tour operations, also reported a good start to the year. "I believe the market overall is on package holidays about minus 8% cumulatively. However, Cosmos is plus10% and continues to do quite well. Year -on -year we can't complain at all." Performing well for Cosmos is Dubrovnik, with "triple digit growth" and despite recent problems, Greece is attracting interest, with Skiathos and Rhodes both up. Thomas Cook closes shops Thomas Cook has confirmed it will shut 112 shops from among the 115 outlets identified for closure in December but there will be fewer redundancies than expected. The company said one -third of the 661 staff under consultation has been redeployed within the group. Following a 90 -day consultation the shops will close from mid - April. Completed Inquires: via phone /email: 98 Literature distributed: 232 X Golf Guides, Art & Culture & Maps PROJECTS /MARKETING ACTIVITIES UK Marketing Campaign & Advertising / Consumer Promotions / General Marketing Ongoing Activity — all co -op with tour operator partners: PARTNER / PROJECT Virgin Holidays co -op with V FI As part of UK marketing campaign ACTIVITY OMMAC confirmed participation in the Visit Florida co -op marketing campaign. OMMAC provided feedback and requested amendments on draft of creative. BA & BA Holidays [for MMAC has confirmed attendance co -op with V Fl a training day in April. As part of UK marketing RESULT OMMAC awaiting final draft of creative's & all being final approval via CVB. See attached examples April 30, 2012 Tourism Staff Reports 10 a -g 9 0 pie. NI'm"Wand 1 t:Tg13+Ict rte% campaign OMMAC confirmed the destinations OMMAC provided feedback on participation in a coop marketing first draft of creative. Awaiting campaign to take place 11— 25 amended copy for approval. April 2012. See below links. Premier Holidays OMMAC has confirmed participation OMMAC awaiting copy for in a joint campaign with Fort Myers. approval. As part of UK marketing potential start date scheduled for 21 campaign May 2012. Travel Mole Planning the final event — working Joining winners of both 2011 with the host hotel to confirm & 2012 events with one final The "Race to dates. Marriott Marco confirmed two event in Nov 2012 as this is a Paradise Coast" nights & Golf. Required additional more suitable time frame for two nights host properties. Hotel partner As part of the UK & Virgin Atlantic to confirm Marketing Campaign dates. Co -op partner Virgin Atlantic & Dollar Car Rental Promotion: Consumer Promotion with OMMAC confirmed follow up Waitrose Supermarket - Marco offer to be sent out after Thomas Cook - Island Marriot — hotel partner — Easter. OMMAC to approve Netflights.com came to a close on 6 November final creative before 2011. Total entries for the distribution. Aim to push competition are 15,380. September as per Marco Marriott OMMAC provided tour operator with opt -in data. Destination Golf OMMAC — following up on consumer Awaiting confirmation on & PGA golf pro's promotion. detail on actual booking As part of UK marketing potential of PGA golf pros. campaign Bon Voyage OMMAC confirmed reservation OMMAC awaiting plan for booking incentive with book -by approval. As part of the UK dates to encourage bookings. Marketing Campaign Also looking at room nights booked & assisting with any properties April 30, 2012 10 $v'�Iri 1larru island F',�rr�ta�ksv Out -of -Office Sales Calls /Contacts: under performing 1 — 31/03 Liaising with BA /British Airways Holidays to confirm the co op V Florida North America Travel Confirmed campaign with Copy approved for April issue. Services participation in Selling Long Haul — all copy etc approved via CVB. 3 Florida April Feature — NATS as call See attached As part of the UK to action &will include an agents 2/3 Follow up discussion with Virgin Atlantic regarding sponsorship & support of the IAGTO Marketing Campaign booking incentive. Additional 5 1— 31/03 Liaising with Premier Holidays to confirm joint opportunity with Fort Myers. Consumer & Trade activity to be confirmed by NATS. France: Still in progress - Promotion to Tour Operator - Jetset Consumer Promotion 280,000 consumers X 3 month Voyages, Delta Airlines & Inn with French Sailing p eriod. on Fifth — co -op partners. Federation on Secured co -op partner Inn on Fifth, Final copy approved & final Facebook Jetset Voyages, Delta Airlines. Lead competition will be sent. sent to all Industry partners. Other hotel industry partners offered — Inn on Fifth was first to respond. General On -going - reviewing & updating data base Out -of -Office Sales Calls /Contacts: 1 1 — 31/03 Liaising with BA /British Airways Holidays to confirm the co op V Florida marketing campaign — all approved via CVB. 2 1— 31/03 Liaising with Virgin Holidays to confirm the co op V. Florida marketing campaign — all copy etc approved via CVB. 3 2/3 Attended Visit Florida event & co- hosted tour operator America as you like it. Discussed expansion of their programme & support for journalist later this year. 4 2/3 Follow up discussion with Virgin Atlantic regarding sponsorship & support of the IAGTO convention in 2013 5 1— 31/03 Liaising with Premier Holidays to confirm joint opportunity with Fort Myers. April 30, 2012 Tourism Staff Reports 10 a -g 11,�18d.�hfc+ \l.�rc +eE +land 6 1— 17 /03Lising with Funway Holidays to discuss future joint opportunities 1 -31/03 In discussion with Netflights.com to confirm the Waitrose competition follow up offer — aim for after Easter & target `Super September' as indicated by Marriott Marco Island partner resort as a month to drive business. 7 8 14/03 Attending creative meeting with BA /British Airways Holidays for the co op marketing campaign. 9 14/3 Attended meeting with V Florida re the various marketing co -op activity currently in place & opportunities for future 10 7/3 Follow up discussion with Virgin Atlantic re Race to Paradise Coast promotion — confirmation for seats fro possible December 2012 period. 19 — 22/03 Attended site inspection in Paradise Coast for IAGTO 2013 host convention. 11 12 22/3 Attended Visit USA Committee meeting, London. Following up after Site inspection with IAGTO & industry partners 13 14 On going discussion with Cosmos regarding the possible new service into Ft Myers for 2013 1 -30/3 Working with NATS re cop op campaign & creative for Selling Long Haul — further negotiation regarding booking incentive & placement 15 Working with Brand USA —now appointed new UK /Ireland Office — Gerry Boyle heading up the team. Assisting to include them with our upcoming co -op activity. 16 17 On going update on Pow Wow planning & appointments 18 31/3 Attended Virgin Holidays VIP event, London. Hosted by senior directors of Virgin Holidays & our Produce Manager — opportunity to network & discuss business growth for the future. April 30, 2012 Tourism Staff Reports 10 a -g 12 &atylC.. \lacerWand Facebook and Twitter setup OMMAC created the Paradise Coast UK facebook page and UK Twitter account. OMMAC to regularly update with news, events and activities. Public Relations & Media Correspondence • And Mossack,'Where In The World Is Andy' 15 to 19 April 2012 • Social Media — Facebook and Twitter • General media liaison to promote Paradise Coast • Drafting Spring Newsletter and What's New Press Release CONTACT ACTIVITY RESULT Nada Farhoud, Nada's feature appeared on 4 Please see below for full Publication: The March 2012. feature. People — National tabloid Andy Mossack, Journalist is travelling to the OMMAC awaiting confirmation Broadcaster, `Where destination 15 to 19 April 2012. of activities from CVB. in the World is Andy' CVB has secured accommodation BBC Radio at Naples Beach Hotel. Show to broadcast on 15 April 2012. Lucy Thornton, Journalist is keen to travel to OMMAC provided CVB with the Reporter, Daily Mirror Florida. She will stay in several request and is awaiting locations and has requested confirmation of assistance. assistance form the CVB. Joanna Booth, OMMAC provided information on Feature is due for publication Features Editor, 'wed- moons' for an upcoming in April 2012. OMMAC to Travel Weekly feature. monitor coverage for use. Social M��• Facebook and Twitter setup OMMAC created the Paradise Coast UK facebook page and UK Twitter account. OMMAC to regularly update with news, events and activities. April 30, 2012 Tourism Staff Reports 10 a -g 138�,�3ca �l.rr.ulaland Estimated Value Summary of Leads/ Activity Lead / Activity Value $ Potential Economic Room Nights Impact $ 1 Virgin Holidays co -op V.Florida TBC campaign — drop in April 2 BA /BA Holidays co -op V. Florida TBC campaign — drop in April 3 NATS co -op campaign — drop in TBC April 4 Host IAGTO — N. American TBC TBC TBC Convention 5 The People — National $70,8000 Newspaper DIAMONDS- EUROPEAN REPRESENTATIVES Executive Summary April 30, 2012 Tourism Staff Reports 10 a -g 14 i6plr, MmiLoNlind The short- and long -term outlook for Gernian travel to the United States is positive: Almost half of Germans surveyed recently said they would travel at least once in 2012, and German travel abroad, including to the United States, is expected to show modest growth in 2012. Germans are the world's top- spending travelers, and the United States is their most popular long -haul destination. Germans tend to stay longer than most travelers to the United States, and a wide array of non -stop direct flights to the United States continues to facilitate this travel. Market Demand German travel to the United States increased 6 percent in 2011, and is expected to grow by an overall 36 percent from 2010 to 2016, according to the Office of Travel and Tourism Industries (OTTI). In general, German travel abroad also is forecast to grow by two percent, according to Reisestudie 2012, a survey conducted by Commerzbank Research. In another recent survey by the BAT Foundation for Future Studies (Stiftung fOr Zukunftsfragen, a research foundation sponsored by British American Tobacco), 45 percent of German respondents stated they would travel at least once for more than five days in 2012. Germany ranks number -one in travel expenditure worldwide. Germans spent an estimated USD 84 billion on travel abroad in 2011, an increase of 3 percent compared to 2010. According to Reisestudie 2012, business travel in particular contributed to this increase, showing growth of 12 percent in 2011. Personal travel expenditure also increased in 2011, though by a more modest 1.5 percent. For 2012, the UN World Tourism Organization estimates the growth of travel worldwide to be three to four percent. Germany ranks third in arrivals to the United States from overseas, following the UK and Japan. (Canada and Mexico are not included). While domestic tourism has become a trend in Germany, the United States continues to be the favorite long -haul destination. The most popular U.S. states for German travelers are New York (45 %), California (28 %), Nevada (15 %) and Florida (14 %), with New York being the most popular city. Other top city destinations are Los Angeles, San Francisco, Las Vegas and Miami. German travelers are also the top overseas visitors in several western states. The average length of stay for German tourists in the United States, 18 nights, is considerably longer than for other overseas visitors. Germans view 2012 optimistically, with 29 percent expecting to spend more money on travel than the year before. In 2012, 79 percent of potential German travelers (aged 14 -70) have already thought about their travel plans for the year, as indicated in the ReiseAnalyse poll conducted by Forschungsgemeinschaft Urlaub and Reisen e.V. A poll by the Stiftung fur Zukunftsfragen showed that 11.3 percent of Germans expect to take several trips lasting more than five days in 2012. According to OTTI, the average household income of German travelers to the United States was $99,300 in 2011, compared to $88,900 in 2010. Not surprisingly, in 2011, people with lower incomes travelled far less (32 percent) than travelers with higher incomes (77 percent). Market Data Germany ranks third for arrivals in the United States from overseas after the U.K. and Japan, which continue to be the number one and two overseas markets, respectively. (Canada and Mexico are the top international markets). According to OTTI, German travel to the U.S. increased six percent in 2011 compared to 2010. See chart below for figures. 2,000,000 1,800,000 1,600,000 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 German Visitors to the United States April 30, 2012 Tourism Staff Reports 10 a -g 15 $al,t <+ \t;uc9�l4JanJ 2003 2004 2005 2006 2007 2008 2009 2010 2011p Source: OTTI Germans enjoy an average of six weeks of annual vacation and spend much of that time travelling. The average length of trip, for trips of at least five days' duration, is 12.4 days. Recently, Germans have tended toward multiple short trips instead of fewer longer vacations. New Fees, Taxes and Information Requirements Germany is part of the U.S. Visa Waiver Program, so its citizens can travel to the U.S. for pleasure and routine short business trips without a visa. On January 12, 2009, the U.S. Department of Homeland Security's Customs and Border Protection agency launched the Electronic System for Travel Authorization (ESTA), which requires registration of all Visa Waiver Program participants before travel to the U.S. (See www.esta.us). On September 8, 2010, a $14 fee for travelers from Visa Waiver Program countries registering with ESTA went into effect. A portion of the fee, $10, is collected pursuant to the Travel Promotion Act, and used to fund marketing activities of Brand USA, the recently launched national tourism - promotion agency. The public- private partnership is the first -ever unified branded campaign for the U.S. The remaining $4 is an administrative fee determined by a cost -of- services study. When it was initiated, the fee gave rise to criticism by German tour operators. As of Nov. 10, 2010, the Secure Flight Program requires airlines to report the full name (as it appears on government- issued ID), gender and birth date of all U.S. -bound passengers to the Transportation Security Administration (TSA) 72 hours prior to take -off. For flights that have been booked later than the 72 -hour deadline, airlines must collect the required data at the time of booking and submit it to TSA when the reservation is made. More information on the Secure Flight Program can be found at: www.tsa.gov /securefli_q On January 1, 2011, a new tax on air carriers went into effect in Germany for all passengers departing from German airports. Airlines and aircraft operators are responsible for paying the tax to the German tax authorities. The tax rates were EUR 8 for passengers traveling up to 2,500 kilometers; EUR 25 for passengers traveling April 30, 2012 Tourism Staff Reports 10 a -g 16 S�.+ptc� ,Marc +rl +land 1.rrt};la�ks �° between 2,501 and 6,000 kilometers; and EUR 45 for passengers travelling more than 6,000 kilometers. Distances are measured from Frankfurt, Germany, to the largest airport in the destination country. The distance to the United States falls within the highest category of tax. In 2012, these tax rates were reduced to EUR 7.50, EUR 23.43 and EUR 42.18, respectively, because of the implementation of the European Union Emission Trading Scheme (EU ETS), which includes the aviation sector. Effective Jan. 1, 2012, the EU ETS levies charges for carbon emissions on flights in and out Europe. Several countries and airlines, including U.S. airlines, have decided not to join EU ETS and are accusing the European Union of exceeding its jurisdiction. Cost estimates of the new tax vary widely. For example, the EU expects a first - year increase of $2.60 in the price of a ticket between Europe and China. The International Air Transport Association says increases could be in the $20 to $45 range. It appears possible that the International Civil Aviation Organisation (ICAO) will be called upon to resolve this matter. Non -Stop Transatlantic Flights from Germany to the United States There are a total of 383 non -stop flights per week between Germany and the United States during the autumn - winter 2011/2012 period, operated by nine airlines. Lufthansa German Airlines alone offered 190 non -stop flights from Germany to the United States each week. By comparison, during the autumn - winter 2010 -2011 period, there were a total of 348 flights per week operated by nine airlines. After adding a Berlin -to -Miami in 2011, Air Berlin is increasing its flights on this route to three. Additionally the carrier has re- established its route from Dusseldorf to JFK. In July 2012, Condor Airlines will launch twice - weekly nonstop service between Frankfurt International Airport and BWI Marshall Airport. There are also numerous connections that include one stopover offered by other airlines, such as British Airways. Many travelers prefer to stopover in Europe rather than risk missing their connecting flight in the United States due to delays at Customs and Immigration Control. Please see the separate non -stop flight report for details. This report is available from the U.S. Commercial Service in Frankfurt, Germany. Please forward requests to: office. frankfurt aC-trade. aov Best Prospects Despite financial woes in the Eurozone, Germans are optimistic for 2012 and plan to travel more than the year before. According to Commerzbank Research, growth of two percent in German outbound tourism is expected. At the same time, Germany itself is expected to remain the top travel destination for German travelers in 2012, and a strong trend toward city trips will continue. However, the United States is by far the top long -haul destination for German travelers (see chart below). Spending by German visitors in the United States is estimated at EUR 3.2 billion, according to Commerzbank Research. This is five percent more than in 2010, when travel expenditures were EUR 3 billion (a three percent increase over 2009.) Source: Commerzbank Reisestudie 2011, Commerzbank Reisestudie 2012 VISITOR CENTER VISITATION April 30, 2012 Tourism Staff Reports 10 a -g 17 �aptrti �tarcuttilanil 48,000 visitors stopped at one of the Collier County visitor centers in March. Over 42,000 visitors stopped at one of the three visitor centers in the Everglades or Big Cypress. Conducted three FAM trips for volunteers: Norris Center — 30 volunteers Purely You Spa — 25 volunteers Cruise Naples Jet Boat — 30 volunteers Upcoming FAM Trips — Old Naples Surf Shop, Bayfront Inn, Everglades and Crayton Cove. • Responsible for more day to day activities at the Visitor Information Center. This is enabling me to meet more Chamber members and to implement training of volunteers on a more consistent basis. Additionally, I will be promoting the visitor centers through more frequent visits to partners on Fifth Avenue and hotels on Highway 41. • Attended Marco Seafood Festival. This event coincided with the Naples Art Show on March 24 & 25. According to one of the event organizers they were very satisfied with the attendance. • Coordinated Business of the Month for the Chamber in partnership with the BCC. Community Foundation of Collier County was March Business of the Month. • Based upon information from realtors and visitors in the area, the 2013 rental market for Naples is going to be tight. • Promoted Immokalee Harvest /Balloon Festival and visitor information centers by visits to area hotels. • Hosted RSVP luncheon that was attended by 200 community volunteers at the Naples Airport. • Attended CVB and Chamber staff meetings, TDC meetings, Wake Up Naples and Business of the Month meetings. April 30, 2012 Tourism Staff Reports 10 a -g 180&jpjc. Atarcultland t FAcrkla,tr%,r -' • Continued to distribute materials to Marco, Everglades, Big Cypress, Immokalee, Ave Maria, 3rd Street Concierge and regional airports. YTD Statistics Of Visitors Feb- Mar- Mar - Jan-12 Jan -11 Feb -12 11 12 11 Big Cypress Welcome Center 6,401 5,034 7,943 6,986 7,226 5,984 Oasis 13,601 12,055 171595 15,564 16,638 15,101 Everglades 11,000 21220 12,840 2,881 18,300 3,100 Immokalee 198 125 227 194 361 195 Marco 1,033 1,007 1,465 1,546 1,011 1,376 Naples VIC 4,397 21765 5,399 3,505 4,383 3,536 TOTAL 36,630 23,206 45,469 30,676 47,919 29,292 Everglades only counted visitors who signed guest book in January thru March 2011.