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Agenda 10/13/2015 Item #16F210/13/2015 16.F.2. EXECUTIVE SUMMARY Recommendation to approve the Fiscal Year 2016 Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) and make a finding that this item promotes tourism. OBJECTIVE: Review the strategic plan for the destination for FY 16 commencing October 1, 2015. CONSIDERATIONS: During 2015, the CVB conducted meetings with its marketing partners at quarterly Advisory Roundtables where numerous elements of our destination marketing efforts were discussed. Additional input was gained at our day -long strategic retreat on July 1, 2015; face to face meetings with hotel sales and marketing managers and PR representatives throughout the year. The CVB also created and rolled out in 2014 -15 a co -op marketing program featuring special cost saving opportunities to our tourism partners in shared advertising and trade show attendance, and feedback is requested from partners on those offerings. The information collected from all of these sources is analyzed and compiled into a one year marketing plan to promote the destination and a three year longer range plan to meet our destination marketing objectives in the future. All of the above efforts have laid the groundwork for the FY 16 Strategic Marketing plan for BCC review and recommendation. This plan was presented to the Collier County Lodging and Tourism Alliance meeting on September 29 for their review. That group has participated in the July 1 marketing summit and in our quarterly roundtable meetings and gave their unanimous support of the plan. The PowerPoint presentation included with this Executive Summary is an overview of the complete plan as presented in the printed books provided to each Commissioner. The plan includes all aspects of the CVB's initiatives to market Collier County worldwide as a tourism destination of choice for group and leisure vacations in 2015 -2016. With BCC approval, the plan will be posted on our website for use by our Collier tourism industry partners. The plan includes Goals, Objectives, Situation Analysis, Strategies, Implementation details, and detailed planned expenditures for each marketing discipline in the Tourism Department Budget for FY 16. Those planned expenditures include Administrative Costs, Marketing and Advertising, Public Relations and Communications, Group and Leisure Sales, Sports Marketing, Film and Entertainment, International representation in the UK, Europe and Brazil, Marketing Grants and Museum Grants. FISCAL IMPACT: The projected destination marketing budget to support this strategic marketing plan is $5.0 million in paid advertising and promotion plus Contracted Services, Promotions, Administrative costs totaling an additional 4.3 million. These �., expenditures are funded by the FY 16 projected tourist tax revenue, collected monthly by the Collier County Tax Collector. This budget reflects the new allocations in the Packet Page -1796- 10/13/2015 16. F.2. tourist tax ordinance for marketing approved by the BCC in June 2013. These funds are a part of the Fund 184 and 194 approved Tourism Department budget for FY 16. GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan related to this action. ADVISORY BOARD RECOMMENDATION: The Tourist Development Council recommended approval of this item 9 -0 at the 9 -28 -15 regular meeting. LEGAL CONSIDERATION: 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 the Fiscal Year 2016 Strategic Marketing Plan for the Naples Marco Island, Everglades Convention & Visitors Bureau (CVB) and make a finding that this item promotes tourism. SUBMITTED BY: Jack Wert, Tourism Director Packet Page -1797- 10/13/2015 16. F.2. COLLIER COUNTY Board of County Commissioners Item Number: 16.16.F.16.F.2. Item Summary: Recommendation to approve the Fiscal Year 2016 Strategic Marketing Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) and make a finding that this item promotes tourism. Meeting Date: 10/13/2015 Prepared By Name: GreenKelly Title: Tourist Development Tax Coordinator, Tourism Division 9/25/2015 12:42:36 PM Submitted by Title: Division Director - Tourism, Tourism Division Name: Werdack 9/25/2015 12:42:37 PM Approved By Name: WertJack Title: Division Director - Tourism, Tourism Division Date: 9/28/2015 3:02:31 PM Name: GreeneColleen Title: Assistant County Attorney, CAO General Services Date: 9/28/2015 3:19:37 PM Name: KlatzkowJeff Title: County Attorney, Date: 9/28/2015 3:51:46 PM Name: FinnEd Title: Management/Budget Analyst, Senior, Office of Management & Budget Date: 9/29/2015 3:49:29 PM Packet Page -1798- 10/13/2015 16.F.2. 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