Agenda 09/27/2016 Item #16D16 16.D.16
09/27/2016
EXECUTIVE SUMMARY
Recommendation to approve Category B Tourist Development Tax grant in the amount of$36,850
to the University of Florida Extension Service to conduct an eco-tourism training assessment for
Collier County Convention and Visitors Bureau and make a finding that this expenditure promotes
tourism.
OBJECTIVE: Approval of a study to identify partnerships to assist the Tourism Division in promoting
eco-tourism in Collier County.
CONSIDERATIONS: The University of Florida Extension Service has proposed to develop a study to
be conducted by Extension office staff(all are State of Florida or University of Florida employees that the
County will share in their salary and benefit cost) and University of Florida staff on eco-tourism. This
study would consist of focus groups and face to face interviews with individuals and groups such as eco
tour providers, hotels, transportation companies, visitors, citizens and others in the community with an
interest in furthering eco-tourism in Collier County. The results of this research would be compiled and
reports created for presentation to the Tourist Development Council and County Commission. The goal of
the Extension Office staff is to identify a training and education program targeted to eco-tourism
businesses in Southwest Florida and to educate visitors to this area on how to access and enjoy the eco
experiences offered here.
The phases of the project are proposed as follows:
Phase I: DELIVERABLES:
• A written list of individuals, agencies, businesses, interest groups, citizens and others to be
targeted for input through focus group meetings.
DELIVERY DATE: Within 30 calendar days from issuance of a notice to proceed.
AMOUNT TO BE PAID: $6,600 (includes salary, travel, and equipment)
Phase II: DELIVERABLES:
• An itemized list of focus group meetings (including date, time, place and the names of those
attending) conducted pertaining to the prospective development of local ecotourism training and
awareness programs.
• A summary of the input received from the various meetings, including a draft questionnaire that
includes questions to gather data from the local business community, citizens, and visitors.
• A proposed plan for implementing the survey.
DELIVERY DATE: Within 60 calendar days from issuance of notice to proceed
AMOUNT TO BE PAID: $11,000(includes salary, travel, and equipment)
Phase III: DELIVERABLES:
• An itemized list of all surveys conducted including: survey dates survey; targeted audience(s);
number of individuals solicited; and number of responses received.
• A complete analysis of the survey data that includes trends, areas of strong agreement,
disagreement, etc.
• An informed opinion as to whether there is sufficient local interest in developing a training and
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16.D.16
09/27/2016
educational program targeted to ecotourism businesses and visitors and if so, a brief narrative that
identifies recommended implementation strategies.
DELIVERY DATE: Within 90 calendar days from issuance of a notice to proceed
AMOUNT TO BE PAID: $19,250(includes salary, travel, and equipment)
The Collier County Procurement Ordinance 2013-69 (as amended) indicates a waiver to the requirement
for three quotes for Educational Institutions per section eight, part B 2 for purchases under $50,000:
B. The requirements for requesting quotes from three (3) or more sources may be waived by the
Procurement Services Director to the extent authorized by law for:
2. Professional services; and, in instances where commodities or services are purchased
directly from the owner of a copyright or patent, a governmental agency, a recognized
educational institution, or when there are no other identifiable sources available.
The work will be awarded via County Purchase Order.
TOURIST DEVELOPMENT COUNCIL RECOMMENDATION: On August 22, 2016 the TDC
unanimously approved the study proposal with the stipulation that consideration also be given to
Agricultural Eco Tourism in the study. The team conducting the study has agreed to include "Ag tourism"
entities in the outreach effort.
FISCAL IMPACT: The projected cost to Collier County for this study would be $36,850. Funding
would come from Fund 184 Contractual Services in the proposed FY 17 Tourism Division budget.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan with this
Executive Summary
LEGAL CONSIDERATIONS: This item has been approved as to form and legality and requires
majority vote for approval. -CMG
RECOMMENDATION: That the Board of County Commissioners approves a Category B Tourist
Development Tax Grant in the amount of $36,850 to the University of Florida Extension Service to
conduct an ecotourism training assessment for Collier County Tourism and make a finding that this
project promotes tourism.
Prepared by: Jack Wert, Tourism Director
ATTACHMENT(S)
1.Final UF Extension Office Ecotourism Needs Assessment (PDF)
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16.D.16
09/27/2016
COLLIER COUNTY
Board of County Commissioners
Item Number: 16.D.16
Item Summary: Recommendation to approve Category B Tourist Development Tax funding to
the University of Florida Extension Service to conduct an eco-tourism training assessment for Collier
County Convention and Visitors Bureau and make a finding that this expenditure promotes tourism.
Meeting Date: 09/27/2016
Prepared by:
Title: Operations Analyst—Public Services Department
Name: Hailey Margarita Alonso
09/06/2016 1:49 PM
Submitted by:
Title: Department Head-Public Services—Public Services Department
Name: Steve Carnell
09/06/2016 1:49 PM
Approved By:
Review:
Tourism Jack Wert Level 1 Sim.Reviewer 1-8 Completed 09/06/2016 2:00 PM
Public Services Department Hailey Margarita Alonso Level 1 Division Reviewer Completed 09/09/2016 3:59 PM
University Extension Services Patricia Roland Level 1 Sim. Reviewer 1-8 Completed 09/12/2016 8:41 AM
Public Services Department Steve Carnell Level 2 Division Administrator Review Completed 09/13/2016 10:22 AM
County Attorneys Office Colleen Greene Level 2 Attorney Review Completed 09/13/2016 3:18 PM
Grants Erica Robinson Level 2 Grants Review Completed 09/14/2016 11:51 AM
County Attorney's Office Jeffrey A.Klatzkow Level 3 County Attorney's Office Review Completed 09/14/2016 2:18 PM
Office of Management and Budget Valerie Fleming Level 3 OMB Gatekeeper Review Completed 09/15/2016 11:31 AM
Grants Therese Stanley Level 3 OMB 1st Reviewer 1-4 Completed 09/15/2016 12:36 PM
Budget and Management Office Ed Finn Level 3 OMB 2nd Reviewer Completed 09/16/2016 9:28 AM
County Manager's Office Nick Casalanguida Level 4 County Manager Review Completed 09/18/2016 9:58 PM
Board of County Commissioners MaryJo Brock Meeting Pending 09/27/2016 9:00 AM
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16.D.16.a
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School of Forest Resources and Conservation PO Box 110410
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Expanding Collier County's Tourism Market and Value through an Extension Education
Needs Assessment
Submitted by Dr.Taylor Stein,professor and Dr.Jose Soto, post doc o
School of Forest Resources and Conservation o
This proposal provides a scope of work and budget for a needs assessment for Collier County, co
which would focus on identifying ecotourism training and educational opportunities for County a
businesses and stakeholders by the Collier County Extension Office. A needs assessment is an c
essential first step in developing any major educational program. Therefore, this assessment U
will be designed to provide a framework in which UF Extension can partner with Collier County a)
tourism professionals to develop a strategy,which will allow UF Extension to best assist in
tourism development and promotion.
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Although the proposed needs assessment will be designed to identify and clarify the focus of an F2
ecotourism Extension program in Collier County, it is expected that this position would provide ti
a variety of benefits to the Naples, Marco Island, Everglades Convention and Visitors Bureau.
For example, an Extension education program could
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• help develop new tourism opportunities in partnership with the CVB by helping to
create new ecotourism-related businesses,partnerships, and tourism packages,which y
would attract new visitors to the County as well as extend the stay of existing visitors; ,
• research and educate existing tourism businesses on trends related to emerging nature-
based activities and marketing approaches to attract and reach key audiences (e.g., a
millennials);
• partner with the CVB to inventory nature-based attractions and develop an Internet
portal of those attractions throughout Collier County for tourists and local residents; and o
• develop and expand tourism partnerships with public environmental agencies like
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National Park Service and Florida State parks and other institutions like the
Conservancy of Southwest Florida to add value to the variety of nature areas and
sustainable initiatives that currently exist in Collier. o
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As Collier County continues to be one of the most popular tourist destinations on Florida's Gulf a
Coast,there is potential for businesses to take increased advantage of the numerous nature-
based recreation and tourism opportunities available. Collier County is already known for
spectacular nature-based attractions, managed by numerous public land management agencies To
(e.g., Big Cypress National Preserve, Ten Thousand Islands National Wildlife Refuge,
Fakahatchee Strand State Preserve, and many others).Also, several environmental
organizations like the Conservancy of Southwest Florida and Audubon Corkscrew Swamp
Sanctuary have long embraced ecotourism as an education and economic tool.A variety of
Collier County businesses currently exist that accommodate the diverse needs of eco-travelers;
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however, a focused, ecotourism education program could greatly increase and improve the y
economic opportunities provided by ecotourism in Collier County. y
Given the existing success of ecotourism opportunities in Collier County, it is logical for the
County to focus on educational and development initiatives,which will better position the •o
county as an ecotourism destination. The UF Extension Program has a long history of working
with business and landowners to develop, expand, and improve economic opportunities .L
dependent upon Florida's natural resources. The Collier County Extension Office is in a strong o
position to provide important, consistent, and relevant educational opportunities to help 6
landowners and businesses capture this growing ecotourism market. However, to ensure a,
success, an educational program, such as this, must understand its audience, type of
information and skills they need, and desired educational approaches before it begins. The C3
proposed needs assessment is designed to answer these key questions. o
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Scope of Work ai
To conduct this needs assessment, University of Florida researchers and Extension personnel c
will implement the following three step process:
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1. Identify key audiences.
• Work with the Tourist Development Council and Naples/Marco Island/Everglades ••
Convention &Visitors Bureau to conduct a needs assessment of their members;
• Identify other potential audiences they believe could be served with this needs
assessment such as rental companies,transportation companies (e.g.,bike shops,
outdoor sports equipment transportation -- kayaks, paddleboards, canoes), and N
restaurants; and a
• Engage other audiences: permanent residents,public land management agencies (e.g., Q
city, county, and state park agencies), environmental groups,visitors, and/or retirees. a
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DELIVERABLES: A written list of individuals, agencies, businesses, interest groups, citizens
and others to be targeted for input through focus group meetings.
DELIVERY DATE: Within 30 calendar days from the issuance of a notice to proceed.
AMOUNT TO BE PAID: $6600 (includes salary, travel, and equipment)
2. Conduct focus/nominal groups with audiences to identify a comprehensive list of topics
ecotourism training needs. Potential questions would be asked that provide a broad
overview of the topics and educational channels,which would most benefit them through an x
ecotourism Extension program. Questions could include
• What would they like to see happen as a result of ecotourism? (For hotels, do they
expect to see an uptick in people staying the extra day? Do businesses hope to see x% of =
growth?) LL
• What are they currently doing now to promote ecotourism? d
• What information or other resources do they need to help them get to where they want a
to go? r
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16.D.16.a
• What do they already know/want to know about ecotourism? y
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DELIVERABLES:
• An itemized list of focus group meetings (including date, time, place and the names of
those attending) conducted pertaining to the prospective development of local
ecotourism training and awareness programs.
• A summary of the input received from the various meetings, including a draft
questionnaire that includes questions to gather data from the local business community, o
citizens, and visitors.
• A proposed plan for implementing the survey.
DELIVERY DATE: Within 60 calendar days from the issuance of a notice to proceed z
AMOUNT TO BE PAID: $11,000 (includes salary, travel, and equipment)
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3. Survey existing and potential tourism professionals to determine their interest and
motivation to participate in ecotourism Extension workshop opportunities.
• Convert focus group information, along with existing ecotourism needs assessment
research, into a survey of Collier County tourism businesses and stakeholders.
• Identify the most appropriate method to distribute the survey- on-line, mail-back,
and/or in person.
• Administer the survey to key audiences. rn
• Enter and analyze data.
• Develop reports and presentations to highlight key ecotourism topics to be addressed by E
an Extension program in ecotourism. v,
DELIVERABLES:
• An itemized list of all surveys conducted including: survey dates survey; targeted 0
audience(s); number of individuals solicited; and number of responses received.
• A complete analysis of the survey data that includes trends, areas of strong agreement, E
disagreement, etc.
• An informed opinion as to whether there is sufficient local interest in developing an o
training and educational program targeted to ecotourism businesses and visitors and if w
so, a brief narrative that identifies recommended implementation strategies. a)
DELIVERY DATE: Within 90 calendar days from the issuance of a notice to proceed
AMOUNT TO BE PAID: $19,250 (includes salary, travel, and equipment)
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Direct responses to: Taylor Stein,Professor tstein@ufl.edu 352-846-0860 FAX 352-846-1277 �o
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