Agenda 01/13/2015 Item #16F 3 1/13/2015 16.F.3.
EXECUTIVE SUMMARY
Recommendation to approve the Tourism Department's application for a Visit Florida
grant to support future marketing for Medical Meetings in the total amount of$40,000 and
authorize the County Manager or his designee to execute the application and make a
finding that this item promotes tourism.
OBJECTIVE: To obtain grant funds to assist in attracting future medical,meetings to Collier
County.
CONSIDERATIONS: Visit Florida, the official state tourism promotion agency, has received
funding from the State of Florida to assist destinations like Collier County to promote Medical
Tourism. A new grant program has been established by Visit Florida in two categories- medical
meetings and medical procedures marketing. With the success of our meetings incentive program
and the strong alliances the Tourism Department has with our major Medical Centers of
Excellence, area medical equipment manufacturers, physician owned spas and meeting hotels,
Collier County is m a strong position to attract much more medical tourism business in the
future:With the assistance of a medical meetings marketing grant from Visit Florida, we will be
able to assist meeting planners in choosing Collier County for their meeting events in the future.
The Tourism Department would like to apply for a Visit Florida grant in the amount of$40,000'
to offset a portion of their medical meetings promotions between January and June, 2015. The
grant reimbursement would offset the cost of meeting attendee transportation and food and
beverage costs associated with these meetings. These costs are often the items that convince a
meeting planner to choose our destination over another. The FY 15 Marketing Plan for tourism
calls for a medical meetings campaign using a combination of paid advertising,digital and social
media with medical publications and attendance at medical meetings trade shows.
The goal for our medical meetings program is to attract three new medical meetings, or medical
training or education conferences to our area in FY 15 with an estimated economic impact of
$500,000.
FISCAL IMPACT: The total expenditure of tourism funds for medical meetings in FY 15 is
budgeted for $80,000 and this $40,000 grant would reimburse. a portion of those planned
expenditures. Funding for medical meetings is included in the Tourism Department FY 15 BCC
approved budget. If awarded, an agreement and budget amendment will be brought to the BCC
for approval.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan
from this action.
ADVISORY BOARD RECOMMENDATION: This grant application will reimburse medical
meeting advertising and promotions planned for and budgeted in the FY 15 Tourism Marketing
plan, so no additional recommendation is required by the Tourist Development Council.
LEGAL CONSIDERATION: This item has been reviewed by the County Attorney, is
approved as to form and legality,and requires majority vote for approval. -JAK
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1/13/2015 16.F.3.
RECOMMENDATION: Recommendation to approve the Tourism Department's application
for a Visit Florida grant to support future marketing for Medical Meetings in the total amount of
$40,000 and authorize the County Manager or his designee to execute the application and make a
finding that this item promotes tourism.
PREPARED BY: Jack Wert,Tourism Director
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1/13/2015 16.F.3.
COLLIER COUNTY
Board of County Commissioners
Item Number: 16.16.F.16.F.3.
Item Summary: Recommendation to approve the Tourism Department's application for a
Visit Florida grant to support future marketing for Medical Meetings in the total amount of
$40,000 and authorize the County Manager or his designee to execute the application and
make a finding that this item promotes tourism.
Meeting Date: 1/13/2015
Prepared By
Name: GreenKelly
Title: Tourist Development Tax Coordinator,Tourism
12/31/2014 1:35:26 PM
Submitted by
Title: Director-Tourism,Tourism
Name: WertJack
12/31/2014 1:35:27 PM
Approved By
Name: WertJack
Title: Director-Tourism,Tourism
Date: 12/31/2014 2:03:16 PM
Name: GreeneColleen
Title: Assistant County Attorney, CAO General Services
Date: 12/31/2014 2:34:55 PM
Name: Joshua Thomas
Title: Grants Support Specialist, Grants Management Office
Date: 1/5/2015 8:52:52 AM
Name: GreeneColleen
Title: Assistant County Attorney, CAO General Services
Date: 1/5/2015 1:56:22 PM
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1/13/2015 16.F.3.
Name: KlatzkowJeff
Title: County Attorney,
Date: 1/6/2015 9:00:08 AM
Name: StanleyTherese
Title: Manager-Grants Compliance, Grants Management Office
Date: 1/6/2015 9:17:34 AM
Name: DurhamTim
Title: Executive Manager of Corp Business Ops,
Date: 1/6/2015 9:24:16 AM
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1/13/2015 16.F.3.
Medical Meetings & Training Promotion
Grant Program
•
VISA 1 FWRIDA. The Official Tourism Marketing Corporation for the State of Florida
Destination Promotion Grant Program Application
This application is formatted to allow you to type your information and save it to your computer.
More lines will automatically appear, if needed. A typed application is required. All responses
must appear in the designated space provided in this application. Completed application,
required vendor forms, and supporting documentation must be submitted electronically using
VISIT FLORIDA's Grant Application Submission Form at www.VISITFLORIDA.orq/grants.
CONTACT INFORMATION:
Applicant Name(Organization):Naples, Marco Island, Everglades CVB
Mailing Address: 2660 Horseshoe Drive North# 105
Telephone239-252-2402 Fax: 239-252-2404
Grant Contact Person: Jack Wert
Contact Person Email jackwert a(�colliergov.net
Contact Person Telephone239-252-2402 Fax: 239-252-2404
PROJECT NAME: Medical Meetings Incentive Promotion Program
Start Date: 1/1/15 (Month/ Day/Year)
End Date: 6/30/15 (Month /Day/Year)
GRANT AMOUNT REQUESTED: $40,000
PROJECT INFORMATION AND DETAIL:
Responses should appear in the spaces provided; more lines will appear automatically, if needed.
(See Grant Submission and Selection Criteria)
Define Opportunity:
The Naples, Marco Island, Everglades CVB intends to launch a program attract the attention of
medical meeting planners to consider the Naples, Marco Island area for future medical meetings
and continuing education programs. With two major medical centers and several medical
equipment manufacturers in our area, we have a great opportunity to expand our reach to
planners that have not experienced our destination for their events. By offereing medical meeting
planners an incentive to offset some of their costs of transportation or food and beverage for
meeting attendees, we will be offering an attractive package for planners to consider our
destination. We will use a combination of advertising, digital and social media with medical
publications and websites,attendance at medial industry and association trade shows and a CVB
managed incentive program to offset planner expenses such as transportation and food and
beverage. The potential for this medical meeting incentive program is enhanced with the level of
expertise that our medical centers offer for elective surgery procedures and the continuing
education necessary for medical personnel to stay current with new technology. Please see the
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Medical Meetings & Training Promotion
Grant Program
VISITFLORIDA. The Official Tourism Marketing Corporation for the Slate of Florida
media plan and maeketing plan overview included with this grant application for more details on
the program we propose to launch in January 2015 with the assistance of Visit Florida grant
funding.
Define Capabilities and Capacity to Service:
Our meeting facilities are all located in our upscale hotels and resorts, which are the ideal venues
for upscale attendees to medical meetings and training conferences. Our close relataionship with
our Collier County area hospitals Centers of Excellence for Orthoepedics, Cosmetic Surgery and
other elective procedures, and their strong connections with major medical facilities such as the
Mayo Clinic and the Cleveland Clinic, will enable us to enhance the reasons planners should
consider our area for their medical meetings or education conferences. Our meeting hotels
currently target medical meetings as a preferred source of group business and have gained a
nationwide reputation for providing top quality meeting facilities and meeting experiences that
exceed the expectaions of the meeting planners who choose our destination.
Demonstrate Need for Assistance:
Our marketing budget for medical meetings is limited, so our ability to reach the many potential
medical associations and specialty groups is negatively impacted. With a concentrated
promotional campaign, coupled with targeted messaging and a financial incentive program to
assist planners, we have an opportunity to attract many more medical meetings and attendees to
bring strong econonic impact to our community. The grant funds from the Visit Florida medical
meetings program will enable us to expand our message reach and to communicate multiple
times to planners with a potential to bring Collier County new meetings, plus incremental
spending and tax revenue. This increased level of marketing to grow the number of medical
meetings will not be possible without the assistance of Visit Florida grant funds.
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Medical Meetings & Training Promotion
Grant Program
VISITFLORIDA. The Official Tourism Marketing Corporation for the State of Florida
Destination Promotion Grant Program Application Cont'd
Provide Comprehensive Marketing and Sales Plan, please attach with budget.
Provide Comprehensive Budget.
Define each line item of the budget.
Expenses:
Contracted Services: 0
Technical/Production Fees: $12,200
Printing and Graphics: 0
Shipping: 0
Travel: Trade show atttendance & related travel: $10,000
Marketing: Paid Media $34,752
Other: F&B and transportation incentives: $25,000
Income:
Private Support: 0
Foundation Support:0_
Government Support-Federal: 0
Other: Tourist Tax Funds: $41.952
Budget Summary information must appear in the form below. Round amounts to the dollar; do not
show cents. Be sure to double-check your arithmetic; math errors on this form may result in not
requesting the full amount allowed.
EXPENSES DOLLAR AMOUNT
Contracted Services $ 0
Technical/Production Fees $ 12,200
Printing and Graphics $0
Shipping $ 0
Travel $ 10,000
Marketing $ 34,752
Other $25,000 CVB incentives
TOTAL: $ 81,952
INCOME DOLLAR AMOUNT
Anticipated VISIT FLORIDA Grant $40,000
Private Support $0
Foundation Support $0
Government Support-Federal $ 0
Other $41,952 Tourist Tax
TOTAL: $ 81,952
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Medical Meetings & Training Promotion
Grant Program
VISITFLORIDA. The Official Tourism Marketing Corporation for the State of Florida
Destination Promotion Grant Program Application Cont'd
Collaboration:
We will work with our Collier County meeting hotels to competitively bid on meeting RFP's for
medical events and with our area Medical Centers to expand and add new training and education
programs that would attract new visitors to our community to attend those meetings and
programs.
Establish Anticipated Results:
Our goal for this medical meetings incentive program is to attract 3 new medical meetings or
medical training or education conferences to our destination in the current fiscal year with an
estimated economic impact of$500,000 in direct spending.
Present ROI Metrics and Timetable:
ROI will be measured by the number of incremental meetings attracted to our area the room night
potential from those meetings, the direct spending realized from the delegates attending those
meetings and the incremental tax revenue to Collier County and State of Florida.
SUPPORT DOCUMENTATION:
Please attach any additional supporting documentation.
CERTIFICATION:
I certify that the information contained in this application, including all attachments and support
materials, is true aid correct to the best of my knowledge and that I will abide by all legal,
financial and reporting requirements as outlined in the Grant Program Guidelines.
Application must be signed by the Chief Executive Officer / Executive Director from the above
referenced organization.
Authorized signature Title
Printed name Date
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Medical Meetings & Training Promotion
Grant Program
VISI 1 FLORIDA. The Official Tourism Marketing Corporation for the State of Florida
FOR ADDITIONAL INFORMATION, PLEASE CONTACT:
Marguerite Martin, Grants Coordinator
VISIT FLORIDA
2540 W. Executive Center Circle, Suite 200
Tallahassee, FL 32301
grantsAVISITFLORIDA.org
Don't forget:
• Applications and supporting documents will be accepted electronically.
• Submit all documents together
• Check that all application questions are completed.
Failure to meet all grant guidelines will result in your application being deemed
ineligible.
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