Agenda 06/23/2015 Item #16F106/23/2015 165.10.
EXECUTIVE SUMMARY
Recommendation to approve the Tourism Division's acceptance of grant reimbursement
funds from Visit Florida for Medical Meetings marketing in the total amount of $28,476
and make a finding that this item promotes tourism.
OBJECTIVE: To accept grant funds in reimbursement for marketing expenditures for future
medical meetings to Collier County.
CONSIDERATIONS: Visit Florida, the official State tourism promotion agency, received
funding from the State of Florida to assist destinations like Collier County to promote Medical
Tourism. With the success of our meetings promotion program and the strong alliances the
Tourism Division has with our major Medical Centers of Excellence, area medical equipment
manufacturers, physician -owned spas and meeting hotels, Collier County is in a strong position
to attract much more medical tourism business in the future.
The Tourism Division received authority from the County Commission (1/13/15; agenda item
161`3) to apply for a Visit Florida grant in the amount of $40,000 to offset a portion of the
Division's medical meetings promotions between January and June, 2015. Visit Florida
approved the County's application for up to $28,476 in grant reimbursement funding. The
Tourism Division has expended our medical meetings promotion funding and has submitted the
necessary documentation to Visit Florida for reimbursement. We are awaiting the
reimbursement, pending County Commission approval.
FISCAL IMPACT: The total expenditure of tourism funds for medical meetings in FY 15
under the Visit Florida grant was $60,000 and the reimbursement from Visit Florida will be up to
$28,476. The funds, when received from Visit Florida, will be deposited into Fund 184 as a
partial reimbursement for the County's medical meetings promotional expenditures.
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 approved as to form and legality and
requires majority vote for approval. — CMG
RECOMMENDATION: Recommendation to approve the Tourism Division's acceptance of
grant funds from Visit Florida grant for Medical Meetings marketing in the total amount of
$28,476 and make a finding that this item promotes tourism.
PREPARED BY: Jack Wert, Tourism Director
Attachment: Letter of Agreement and BCC Agenda Item (1. 13.15)
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COLLIER COUNTY
Board of County Commissioners
Item Number: 16.16.F.16.F.10.
Item Summary: Recommendation to approve the Tourism Division's acceptance of grant
reimbursement funds from Visit Florida for Medical Meetings marketing in the total amount of
$28,476 and make a finding that this item promotes tourism.
Meeting Date: 6/23/2015
Prepared By
Name: GreenKelly
Title: Tourist Development Tax Coordinator, Tourism Division
6/10/2015 3:38:08 PM
Submitted by
Title: Division Director - Tourism, Tourism Division
Name: Werdack
6/10/2015 3:38:09 PM
Approved By
Name: WertJack
Title: Division Director - Tourism, Tourism Division
Date: 6/10/2015 5:28:45 PM
Name: Joshua Thomas
Title: Grants Support Specialist, Grants Management Office
Date: 6/11/2015 9:32:55 AM
Name: GreeneColleen
Title: Assistant County Attorney, CAO General Services
Date: 6/11/2015 4:55:32 PM
Name: KlatzkowJeff
Title: County Attorney,
Date: 6/12/2015 8:30:46 AM
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6/23/2015 16.F.10.
Name: StanleyTherese
Title: Manager - Grants Compliance, Grants Management Office
Date: 6/15/2015 12:06:14 PM
Name: KlatzkowJeff
Title: County Attorney,
Date: 6/15/2015 1:12:06 PM
Name: CasalanguidaNick
Title: Deputy County Manager, County Managers Office
Date: 6/16/2015 9:18:54 AM
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6/23/2015 16.F.10.
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 in 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 IS 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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6/23/2015 16. F.10.
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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Medical Tourism Grant Program
Letter of Agreement between
Florida Tourism Industry Marketing Corporation,
doing business as VISIT FLORIDA ®,
and Naples, Marco Island, Everglades Convention & Visitors Bureau
The Applicant (GRANTEE) Naples, Marco Island, Everglades Convention & Visitors Bureau
hereby makes application and certifies eligibility for receipt of grants authorized by VISIT
FLORIDA and guidelines for the Medical Tourism Grant Program (Grant Program). VISIT
FLORIDA, as administrator of the grant has approved an application for Grant funds submitted
by the GRANTEE. By reference, the application attached as Exhibit B is hereby made a part of
this Agreement.
The parties agree as follows:
The GRANTEE agrees to:
a. Expend all grant funds awarded to execute marketing initiatives outside the state
of Florida to promote Florida as an ideal host for medical meetings or training; to
promote a Florida based medical meeting or training program; to promote the
existing and available medical tourism product or service line being offered. As
outlined in the grant application selected for funding in Exhibit B in full
compliance with the terms and conditions and the guidelines for the Grant
Program, attached as Exhibit A.
b. Display the approved VISIT FLORIDA logo /tagline must be displayed on all
marketing materials provided by VISIT FLORIDA in the VISIT FLORIDA Grants
Toolkit located at www.VISITFLORIDA.org /grants.
c. Retain and make available to VISIT FLORIDA, upon request, all the financial and
programmatic records, supporting documents, statistical records, and other
records for the project funded by this grant.
d. Retain all records for a period of five years from the date of submission of the
final grant project report. If any litigation, claim, negotiation, audit, or other action
involving the records shall be retained until completion of the action and
resolution of all issues which arise from it, or until the end of the regular five year
period, whichever is later.
e. Establish and maintain a proper accounting system in accordance with generally
accepted accounting procedures. Use and maintain adequate fiscal authority,
control, and accounting procedures that will ensure proper disbursement of, and
accounting for, project funds.
f. Perform all acts in connection with this Agreement in strict conformity with all
applicable laws and regulations of the State of Florida.
g. Not use any grant funds for lobbying the legislature, the judicial branch, or any
state agency.
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VISIT FLORIDA agrees to:
a. Provide a grant in accordance with the terms of this Agreement in consideration
of the GRANTEE's performance herein under, and contingent upon funding by
the Legislature, VISIT FLORIDA's performance and obligation to pay under this
Agreement is contingent upon an annual appropriation by the Legislature. In the
event that the state funds on which this Agreement is dependent are withdrawn,
this Agreement is terminated as VISIT FLORIDA has no further liability to the
GRANTEE beyond that already incurred by the termination date. In the event of
a state revenue shortfall, the total grant may be reduced accordingly.
b. The grant amount awarded shall be calculated in accordance and guidelines for
the Grant Program.
III. The GRANTEE and VISIT FLORIDA mutually agree that:
a. This instrument embodies the whole Agreement of the parties. There are no
provisions, terms, conditions, or obligations other than those contained herein;
and this Agreement shall supersede all previous communications,
representation, or Agreements either verbal or written, between the parties. No
amendment shall be effective unless agreed to in writing and signed by the
parties.
b. The Agreement is executed and entered into in the State of Florida, and shall be
construed, performed, and enforced in all respects in accordance with the laws
and rules of the State of Florida. Each party shall perform its obligations
hereunder in accordance with the terms and conditions of this Agreement. If any
matter arising out of this Agreement becomes the subject of litigation, venue shall
be in Leon County.
c. If any term or provision of the Agreement is found to be illegal and
unenforceable, the remainder of the Agreement shall remain in full force and
effect and such term of provision shall be deemed stricken.
d. No delay or omission to exercise any right, power, or remedy accruing to either
party upon breach or default by either party under this Agreement shall impair
any such right, power, or remedy of either party; nor shall such delay or omission
be constructed as a waiver of any such breach of default, or any similar breach
or default.
e. This Agreement shall be terminated by VISIT FLORIDA because of failure of the
GRANTEE to fulfill its obligations under the Agreement in a timely and
satisfactory manner unless the GRANTEE demonstrates good cause as to why it
cannot fulfill its obligations. Satisfaction of obligations by GRANTEE shall be
determined by VISIT FLORIDA, based on the terms and conditions imposed on
the GRANTEE in paragraphs I and Ill of this Agreement and guidelines for the
Grant Program. VISIT FLORIDA shall provide GRANTEE a written notice of
default letter. GRANTEE shall have 15 calendar days to cure the default. If the
default is not cured by GRANTEE within the stated period, VISIT FLORIDA shall
terminate this Agreement, unless the GRANTEE demonstrates good cause as to
why it cannot cure the default within the prescribed time period. For purposes of
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this Agreement, "good cause" is defined as circumstances beyond the
GRANTEES's control. Notice shall be sufficient if it is delivered to the party
personally or mailed to its specified address.
f. VISIT FLORIDA shall unilaterally cancel this Agreement in the event that the
GRANTEE refuses to allow public access to all documents or other materials
made or received in regard to this Agreement that are subject to the provisions of
Chapter 119, Florida Statutes. GRANTEE agrees to immediately contact VISIT
FLORIDA for assistance in the event that it receives a public records request
related to this Agreement or the grant that it awards.
g. VISIT FLORIDA shall not be liable to pay attorney fees, interest, late charges and
service fees, or cost of collection related to the grant.
h. VISIT FLORIDA shall not assume any liability for the acts, omissions to act or
negligence of the GRANTEE, its agents, servants, or employees; nor shall the
GRANTEE exclude liability for its own acts, omissions to act, or negligence to
VISIT FLORIDA. In addition, the GRANTEE hereby agrees to be responsible for
any injury or property damage resulting from any activities conducted by the
GRANTEE.
i. The GRANTEE, other than a GRANTEE which is the State or agency of
subdivision of the State, agrees to indemnify and hold VISIT FLORIDA harmless
from and against any and all claims or demands for damages of any nature,
including but not limited to personal injury, death, or damage to property, arising
out of any activities performed under this Agreement and shall investigate all
claims at its own expense.
j. The GRANTEE shall be responsible for all work performed and all expenses
incurred in connection with the grant.
k. The GRANTEE, its, officer, agents, and employees, in performance of this
Agreement, shall act in the capacity of an independent contractor and not as an
officer, employee or agent of VISIT FLORIDA.
I. The GRANTEE shall not assign, sublicense, nor otherwise transfer its rights,
duties, or obligations under this Agreement without the prior written consent of
VISIT FLORIDA.
m. This Agreement shall bind the successors, assigns, and legal representatives of
the GRANTEE and of any legal entity that succeeds to the obligation of VISIT
FLORIDA.
n. If the GRANTEE is in noncompliance with any term(s) of this grant Agreement or
any other grant Agreement with VISIT FLORIDA, VISIT FLORIDA may withhold
grant payments until the GRANTEE comes into compliance.
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o. Unless there is a change of address, any notice required by this Agreement shall
be delivered to:
GRANTEE: Naples, Marco Island, Everglades Convention &
Visitors Bureau
Jack Wert
3299 Tamiami Tr. E., Suite 700
Naples, FL 34112
VISIT FLORIDA: Heather Collins, Contracts Manager
2540 W. Executive Center Circle, Suite 200
Tallahassee, FL 32301
IV. Grant Reimbursement:
GRANTEE must provide VISIT FLORIDA with an invoice not to exceed
$28,476.00 within 60 days after the completion of the event /project. All grant
project costs must be paid in full and services /goods received by June 30, 2015.
GRANTEE must provide post marketing plan and proof of performance.
GRANTEE must demonstrate matching funds, impact of program and provide
final ROI results as outlined in GRANTEE Grant Application, Exhibit B.
GRANTEE must include the following to VISIT FLORIDA:
1) Grant reimbursement requests must be forwarded to VISIT FLORIDA at
grants an.VISITFLORIDA.ora within 60 days after the completion of the
event/project.
2) All grant project costs must be related to the marketing intuitive as
outlined in Exhibit B. All project costs paid in full. Copies of paid invoices
and proof of payment must accompany the grant reimbursement request
(invoice) submitted to VISIT FLORIDA. Proof of payment must include a)
copies of bank - issued cancelled checks b) credit card receipts with credit
card statement.
a) Travel related expenditures by GRANTEE must include marketing
objective for travel, document outcome /results of travel for the
marketing initiative outlined in Exhibit B. All expenses submitted to
VISIT FLORIDA for reimbursement must have proof of expense and
GRANTEE must provide proof of payment.
b) Media expenditures by GRANTEE must have incurred prior to June
30, 2015, third party invoices and proof of performance are required.
Proof of performance may include copies of advertising elements
(print, broadcast, digital, out of home and social media) displaying the
VISIT FLORIDA logo /tagline and any analytical reporting received,
such as impressions, click throughs or distribution.
c) Production expenditures by GRANTEE must have incurred prior to
June 30, 2015, third party invoices and proof of performance are
required. Proof of performance may include copies of created
elements for advertising /marketing purposes.
3) Provide post marketing plan and proof of performance for marketing
elements outlined in the marketing plan. Proof of performance would
include copies of advertising elements (print, broadcast, digital, out of
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home and social media) displaying the VISIT FLORIDA logo /tagline and
any analytical reporting received, such as impressions, click throughs, or
distribution.
4) Demonstrate matching funds, the source and amount of the funds. A
letter from the organization providing the funding assistance, and copy of
the check.
5) Provide preliminary return on investment (ROI) impact of program upon
completion as outlined in application, Exhibit B.
6) Deliver final ROI results as indicated in application, Exhibit B. In the event
that the final ROI metrics are not available within 60 days after completion
of the event/project VISIT FLORIDA will withhold 10% of the grant
awarded /reimbursed until the final ROI metrics are received based on the
timeline indicated in application, Exhibit B.
Invoices are payable within 30 days after receipt of appropriate invoice and
documentation as indicated above.
V. The term of this Agreement shall begin on January 1, 2015 and continue until final
grant project reimbursement request 60 days upon from completion and final ROI
results, which must be completed by December 31, 2015.
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6/23/2015 16.F.10.
VI. The parties agree that the execution of this Agreement may be by electronic
signature and maintained and transacted by electronic record.
THE APPLICANT /GRANTEE
ac/, W Weer
lack W Wert (Feb 2. 2015
Chair of Governing Body or Chief Executive Officer
Jack W Wert
Typed Name
Feb 2, 2015
Date
VISIT FLORIDA
�s
Signature
Heather Collins
Typed Name
Contracts Manager
Title
Feb 5, 2015
Date
A
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EXHIBIT A
Medical Meetings & Training Promotion Grant Program Package contains the
following:
Page 2: VISIT FLORIDA Grant Program Guidelines
Page 3: Grant Submission and Selection Criteria
Page 5: Application
Medical Meetings & Training Promotion Grant Program Package can be
downloaded from our website at www.VISITFLORIDA.org /grants.
All Applicants must submit VISIT FLORIDA's required vendor forms in addition to
the application. The vendor forms can be downloaded from VISIT FLORIDA's
Grant Toolkit at www.VISITFLORIDA.org /grants.
Completed application, required vendor forms, and supporting documentation
must be submitted electronically using VISIT FLORIDA's Grant Application
Submission Form. The Form can be found at www.VISITFLORIDA.org /grants.
Should you have any questions, please email Marguerite Martin, Grants
Coordinator at grants(a)VISITFLORIDA.org.
Incomplete applications and applications not signed will not be considered and
will be returned to the applicant.
Page 1 of 4
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Meetings & Training Promotion
Final 10/29/2014
Medical Meetings & Training Promotion Grant Program Guidelines
VISIT FLORIDA has established a Matching Grant program for the promotion of a Florida
destination as an ideal host for medical meetings or medical training or for the promotion of a
Florida based medical meeting or training program to increase event attendance. This program is
administered by VISIT FLORIDA.
Allocation
VISIT FLORIDA has budgeted $2.5 million for the Medical Tourism Grant Program. Each grant
awarded under this program must be matched by non -state dollars. This is a dollar for dollar
matching grant. Each grant awarded under this program shall be limited to no more than
$500,000. VISIT FLORIDA will reimburse funds once proof of expenditure and performance has
been provided per the terms below. All expenditures must be completed January 1, 2015 through
June 30, 2015. VISIT FLORIDA will not reimburse any expenditure prior to January 1, 2015.
Eligibility
To receive an award under the grants program the applicant must be a Destination Marketing
Organization (DMO), health care provider, medical facility or physician or a collaboration that
includes one or more of these entities. Marketing initiatives must be to promote a Florida
destination as an ideal host for medical meetings or medical training or for the promotion of a
Florida based medical meeting or training program to increase event attendance. All marketing
must be placed out of the state of Florida and include VISIT FLORIDA approved logo /tagline on
marketing materials. Application must define the opportunity to be marketed; applicant's
capabilities and capacity to service; demonstrate a need for assistance; provide a comprehensive
marketing and sales plan; provide a comprehensive budget for the proposed plan; identify
collaboration; establish anticipated results the plan, demonstrate financial impact and timeline for
the impact.
Marketing initiatives should be used for marketing purposes to promote Florida destination as an
ideal host for medical meetings or medical training or for the promotion of a Florida based
medical meeting or training program to increase event attendance. Awarded funds must be used
for new or expanded marketing initiatives. Funds are not intended to subsidize an existing
marketing initiative. New or expanded marketing initiatives could include marketing campaigns,
brochure development, web site development and any other component used to market a
meeting or training program including specialized media or telecommunication equipment.
Application Process
Applicants should submit a completed application provided by VISIT FLORIDA, along with a
detailed proposal and supporting documents describing the project in detail and demonstrating
compliance with the selection criteria. Applications should be submitted by December a. 2014.
Applications must be typed; signed by the organization's chief executive officer, and submitted
using VISIT FLORIDA's Grant Application Submittal Form. The Form can be found at
www.VISITFLORIDA.org /grants.
Should you have any questions, please contact Marguerite Martin, Grants Coordinator at
grantsCcVISITFLORIDA.orq.
Grant applications will be evaluated by a Review Committee comprised of medical professionals,
tourism professionals and educators. Their recommendations are approved by VISIT FLORIDA's
CEO and reported the Medical Tourism Task Force and VISIT FLORIDA Board of Directors.
Page 2 of 4
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Meetings & Training Promotion
Final 10/29/2014
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Awarded grants will receive a Letter of Agreement, which must be signed
and returned to VISIT FLORIDA before the grant is activated.
Requirements for Reimbursement:
Page 3 of 4
1. Grant reimbursement requests must be forwarded to VISIT FLORIDA at
grants(cDVISITFLORIDA.org within 60 days after the completion of the
event/project.
2. All project costs must be paid in full. Copies of paid invoices and proof of
payment must accompany the grant reimbursement request. Proof of payment
must include copy of the invoices and a) copies of bank - issued cancelled checks
b) credit card receipts with credit card statement.
3. Provide post marketing plan and proof of performance for marketing elements
outlined in the marketing plan. Proof of performance would include copies of
advertising elements (print, broadcast, digital, out of home and social media)
displaying the VISIT FLORIDA logo /tagline and any analytical reporting received,
such as impressions, click troughs, or distribution.
4. Demonstrate matching funds, the source and amount of the funds. A letter from
the organization providing the funding assistance, and copies of the check.
5. Provide impact of program upon completion.
6. Deliver final ROI results.
Please note: if the ROI metrics are not available within 60 days after completion
of the event /project VISIT FLORIDA will hold 10% of the grant awarded until the
ROI metrics are received.
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Meetings & Training Promotion
Final 10/29/2014
Grant; Submission and Selection Criteria
No applicant may use any other VISIT FLORIDA grant funds for the same project, or as matching
funds. Dollar- for - dollar match must be demonstrated. For every VISIT FLORIDA dollar in the
requested program, you must provide one dollar from your organization and /or other non -state
entity(ies) to put towards the program as well in order to meet the dollar- for - dollar match.
All Grant application submissions must:
1. Define opportunity
a. Provide a market analysis that includes target segment or niche, industry
segment growth rates, emerging specialties and /or training promotion
2. Define capabilities and capacity to service
a. Experience in producing medical tourism promotions /training /meetings
b. Examples of prior performance /success
3. Demonstrate need for assistance
a. Will this marketing initiative happen without grant funding?
4. Provide comprehensive marketing and sales plan
a. Clear program description
b. Target market
c. Strategy and tactics
d. Marketing and media plan should include advertising details and timeline
5. Provide comprehensive budget
a. Identify total budget and matching source and amount for plan
6. Collaboration
a. Identify partners and roles
7. Establish anticipated results
a. Identify measures and timeline
8. Present ROI metrics and timetable
a. Demonstrate impact upon completion of program
b. Clearly define timeline for ROI results
rage 4 of 4
Please note: if the ROI metrics are not available within 60 days after completion of
the event/project VISIT FLORIDA will hold 90% of the grant awarded until the ROI
metrics are received.
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Meetings & Training Promotion
Final 10/29/2014
15 16.F.10.
G''"''' 15 16. F.10.
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 t pied 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.VIS1TFLORIDA.org/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(abcolliergov.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: X40,000
PROJECT INFORMATION AND DETAIL:
Responses should appear in the spaces provided; more lines will appear automatically; if needed.
tSee 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 far
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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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 pained a
nationwide reputation for providing top quality meeting facilities and meeting experiences that
exceed the exnectaions 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 medico(
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 Pius 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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Meetings & Training Promotion
Final 10/29/2014
6/23/2015 16-F-10-
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
Page 7 of 9
Meetings & Training Promotion
Final 10129/2014
Packet Page -2522-
r;1q'AIg015 16. F.10.
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 and 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 I Executive Director from the above
referenced organization.
Authorized si nature '
Printed name
Page 8 of 9
Title
Date '
Packet Page -2523-
Meetings & Training Promotion
Final 10129/2014
6/23/2015 16.F.10.
MARKETING PLAN OVERVIEW
MEDICAL MEETINGS INCENTIVE
PROMOTION
Convention & Visitors Bureau
December 8, 2015
Packet Page -2524-
6/23/2015 16.F.10.
PROMOTION OVERVIEW
The Naples, Marco Island, Everglades CVB intends to launch a program TO 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 offering 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.
TARGET MARKETS:
Primary: Medical meeting planners throughout the US that represent medical associations,
physician specialist groups and hospital administrators
Secondary: Medical equipment manufacturers and distributors that plan and schedule continuing
education programs for physician and technicians.
MEDIA STRATEGY:
Attached is the Medical Meetings Media Plan for the Medical Meetings Grant Program with
Visit Florida. The spreadsheet includes the production requirements needed to execute this plan.
In addition to the media outlined below we will also create a landing page that will feature the
CVB Meetings Market video and with click thru's to the meetings materials on the CVB website
(www.parardisecoast.com ).
The goal of the Medical Meetings media plan is to reach out to Medical Associations and
specialty medical groups in both print and digital platforms.
Print Media:
Journal of the American Medical Association
o This is the AMA journal that is sent to over 200,000 physicians and holds a
leadership position
o AMA has numerous medical meetings across many specialties
0 1/2 page insertion in March edition
o National exposure
Packet Page -2525-
6/23/2015 16.F.10.
Media Strategy Cont.
Digital Platforms:
• JAMA Online Network
• Online exposure through the Journal of the American Medical Association HTML
Exclusive E- Newsletters. These Newsletters are specific designed to hit Medical
Tourism planners and Directors of Medical Institutions
• These Newsletters currently are targeted to states east of the Mississippi with
strong representation in Washington D.C., Boston, New York, Pennsylvania,
Chicago, Ann Arbor (University of Michigan), Cleveland and Minneapolis
■ These are the same cities that Naples, Marco Island and the Everglades
currently advertises in and also have strong medical communities
Retargeting
o Retargeting will be utilized so that once anyone hits the Medical Meetings
Landing page on the www.paradisecoast.com they will be "cookied" and continue
to receive the message about our meeting incentive program on other websites
that they browse.
BUDGET:
Total funding for the Medical Meetings Incentive Program will come from the 4% Collier
County Tourist Development Tax (TDT).
The total commitment from TDT is $81,952, with a requested grant funding reimbursement from
Visit Florida of $40,000.
The media and production totals just under $50,000 as follows:
Paid Media: $34,752
Production: 12.200
$46,952
Travel and registrations for medical association and medical education conferences:
Travel $7,500
Registration 2,500
$10,000
Packet Page -2526-
6/23/2015 16.F.10.
INCENTIVES:
Medical meeting planners will be offered through Request for Proposals (RFP) from our meeting
hotels an incentive to offset some of their costs for transporting delegates to, from and around
our area, and food and beverage costs related to opening receptions and delegate meals while
attending a medical conference. The budget for these incentives is $25,000 and will be paid by
the CVB to our area meeting hotels and transportation companies and is not a part of the
requested reimbursement from the Visit Florida grant program.
MEASUREMENTS (ROI):
The success of the Medical Meetings Incentive Program will be measured as follows:
• number of incremental meetings attracted to our area
• the room night potential from those meetings
• the direct spending and economic impact realized from the delegates attending those
medical meetings and training conferences
• the incremental Tourist Tax revenue to Collier County and Sales Tax revenue to the State
of Florida.
Packet Page -2527-
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