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Agenda 10/11/2011 Item #16F210/11/2011 Item 16.F.2. EXECUTIVE SUMMARY Recommendation to approve the Fiscal Year 2012 Strategic Plan for the Naples Marco Island, Everglades Convention & Visitors Bureau (CVB) OBJECTIVE: Review the strategic plan for the destination for FY 12 commencing October 1, 2011. CONSIDERATIONS: Each year, the CV13 conducts meetings with its marketing partners at bi- monthly Advisory Roundtables to gather information on marketing the destination. The CVB also sponsors an annual co-op marketing event to showcase to partners the many advertising and trade show opportunities available for the coming year. These meetings lay the groundwork for a strategic planning retreat held in July. This day -long; event includes Paradise Advertising and Marketing, Inc., BCF Public Relations, Miles Media Group, Phase V Fulfillment, Klages Research, SMT, Inc., VISIT FLORIDA, Naples, Collier and Lee County Airport Authorities, and representatives from the various Chamber organizations and cultural arts community. The data collected from all of these sources is analyzed and compiled into a long range strategic plan for tourism, and a one year destination marketing plan to promote our area worldwide. A draft plan was presented to the Collier County Lodging and Tourism Alliance on August 31, 2011 for their input. The suggestions from that presentation were added to the plan and then presented to Ahe Tourist Development Council JDC) for their review and recommendation on September 6, 2011. The plan was then presented to the Collier area tourism industry at their bi- monthly meeting on September 14, 2011. The plan now contains all of the input from lodging, attraction, restaurant and other tourism related businesses in the County. Each group has endorsed the basic plan and encouraged the CVB to continue to seek additional marketing funding for a year -round media initiative. The attached pages are an Executive Overview of the long range plan and the one year FY 12 destination marketing plan. Included in these pages are the suggested changes from the TDC and the other area tourism industry • Brand Enhancement- recognizing beaches as our #1 asset (pg 6) • Modify Weaknesses and Threats sections to update current situation (pgs 10 -11) • Modify Political Factors to reflect current situation (pg 14) • Enhance Medical Procedure Tourism strategies (pgs 19, 29, 30, 32, 33) • Identify CVB publications and collateral with plans for changes (pgs 50 -51) • Clarification on budgets for Canadian, ecotourism and sports marketing and how these might be enhanced over the next year. These budgets have been reset as follows: • Canadian: $34,000 in media and digital • Ecotourism: $54,500 in media and digital • Sports: $27,000 in media and digital Packet Page -986 10/11/2011 Item 16.F.2. • Review new initiatives to determine if some can be implemented in FY 12 (pgs 43-47) • The "Sweet Dreams" promotion for hotel "turn down" collateral is already being implemented • Behavioral targeting initiative is being implemented as part of several digital initiatives • The "key events" initiative is being implemented Upon final approval of the plan by the Board of County Commissioners, the entire plan will be put on flash drives and made available to the Collier tourism industry. LEGAL CONSIDERATION: This item has been reviewed by the County Attorney's Office, requires majority vote, and is legally sufficient for Board action. — CMG ADVISORY COMMITTEE RECOMMENDATION: The Tourist Development Council voted 9 -0 to recommend approval of the FY 12 Strategic Plan for the CVB at the September 6, 2011 meeting. FISCAL IMPACT: The projected marketing budget to support this strategic plan is $2 million in projected tourist tax revenue collected monthly. These funds are in the recommended Tourism Department budget for FY 12. �-. GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan related to this action. RECOMMENDATION: That the Board of County Commissioners approve the Fiscal Year 2012 Strategic Plan for the Naples Marco Island, Everglades Convention & Visitors Bureau (CVB). SUBMITTED BY: Jack Wert, Tourism Director Packet Page -987- 10/11/2011 Item 16.F.2. COLLIER COUNTY Board of County Commissioners Item Number: 16.F.2. Item Summary: Recommendation to approve the Fiscal Year 2012 Strategic Plan for the Naples Marco Island, Everglades Convention & Visitors Bureau (CVB). Meeting Date: 9/27/2011 Prepared By Name: GreenKelly Title: Tourist Development Tax Coordinator,Tourism 9/9/2011 11:30:25 AM Submitted by Title: Director - Tourism,Tourism Name: WertJack 9/9/2011 11:30:27 AM Approved By Name: Wertlack Title: Director - Tourism,Tourism Date: 9/15/2011 3:14:28 PM Name: MuckelCynthia Title: Applications Analyst,Information Technology Date: 9/16/20112:15:47 PM Name: GreeneColleen Title: Assistant County Attomey,County Attorney Date: 9/19/20119:56:46 AM Name: KlatzkowJeff Title: County Attorney, Date: 9/19/20113:24:41 PM Name: FirmEd Packet Page -988- Date: 9/19/20113:36:44 PM Name: IsacksonMark 10/11/2011 Item 16. F.2. Title: Director -Corp Financial and Mgmt Svs,CMO Date: 9/19/20115:51:56 PM Packet Page -989- 10/11/2011 Item 165.2. STRATEGIC MARKETING PLAN 2011-2012 1 Packet Page -990- ..• *0*0 17 10/11/2011 Item 161.2. STRATEGIC MARKETING PLAN The Strategic Plan for the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) contains both a long range plan for the destination through 2016 and the 2011-12 Destination Marketing Plan. The complete plan contains the following sections. The pages that follow include a selection of these sections that will give the reader a sense of the magnitude of this plan. The complete plan will be available for download from our website and on flash drives for partners interested in using portions of the plan for their own marketing efforts. Research & Analytics • Situation Analysis • Trends Implications • Competitive Analysis Strategies Branding Strategy Creative Strategy • Media Strategy ^ Interactive Strategy Tactics • New Initiatives • International Marketing Public Relations Plan • Sales & Tradeshow Plan • Sports Marketing Plan Film Commission Plan • Media Plan • Co -op opportunities • Digital & Interactive Marketing Plan • Creative Concepts • Air Service.Support Plan Promotions Plan • Arts & Culture Plan Inquiry Response Plan • Fulfillment Plan • Emergency Plan Measuring Success • Campaign Monitoring & Metrics 2 Packet Page -991- 10/11/2011 Item 161.2. • Brand Guidelines, Advertising Retrospective FY 2011 /2012 MARKETING PLAN EXECUTIVE SUMMARY The effects of a weak and rocky economic recovery, combined with the growth in popularity of digital and social media have led to significant changes in both consumer and marketer behavior. Technology has greatly empowered consumers - allowing them to be highly connected and well informed. They've re- calibrated their purchase behavior - demanding greater value for almost everything they consume. The initial, somewhat knee-jerk reaction to that consumer behavioral change was for marketers to discount prices. As a destination, we are now in a good position to take a more rational, and forward - thinking approach. We need to listen to what our customers are telling us - and be ready to adjust to market trends - using a fully - integrated communications campaign to attract, engage and remain top -of mind with current and prospective customers. Marketing and Business Objectives 1. Increase brand acceptance as measured by growing demand by Q 3 '11 2. increase "Signs of Intentions to Travel" on website by 1% per quarter n 3. Grow and maintain Return on Investment (ROI) at a minimum of $20 for each dollar of advertising invested 4. Create and execute messages designed to increase new visitation by 3% 5. Meet or exceed annual occupancy of 62% 6. Increase tourist tax revenue by 5% 7. Increase editorial coverage of our destination by 10% 8. Maintain a higher Average Daily Rate than our competitive set of destinations Initial Strategic Suggestions • The rapid pace of new communication technology has left many Destination Marketing Organizations (DMO's) scrambling to uncover and implement the most cost- effective means to connect with visitors in ways that drive desired behavior. As such, one of our top priorities for 2011/2012 will be to develop more ways for visitors and potential visitors to engage with our brand during every stage of the travel buying cycle. The idea that you need tens of thousands of Twitter followers, blog subscribers, Linkedin connections and Facebook friends to build our brand via social media no longer holds water. Quality connections with current and potential visitors are far more helpful to spread our message than large groups of connections who disappear after the first interaction. Quality trumps quantity. 3 Packet Page -992- 10/11/2011 Item 161.2. • Work with meeting planners to develop ways to engage meeting attendees by "tweeting" destination information such as restaurants during their stay. • Cross - channel marketing is more critical now than ever before. We need to layer purchased, owned, earned and shared media into a fully integrated plan. • Develop a destination "story" to share with tourism industry partners to encourage all to tell their customers about our destination attributes in the same way. On -Going CVB Initiatives: Group Meetings Market We need stronger guidelines on how to continue our DMO`s support of this important market segment: • Limit trade show participation to those that provide the best ROI and partner support • Partners need to share the cost of each show, but at a reduced rate from the past. • Monthly ROI reports will need to be enhanced and incorporate some of the DMAI standards to share with industry partners and the media • Re- launch "Bring Your Meetings Home" program • Enhance the Group Assistance Program (GAP) and market it to a wider range of planners Sports Marketing We continue to achieve great success in this segment. Our sports marketing team has worked hard with our partners to identify new event opportunities. • We should become more selective on the events we attract and concentrate even more on off- season and shoulder season events. • Decide what events we are best at hosting and concentrate on getting more of those event organizers to choose our destination • Seek out second and third tier types of events that fit our sports and meeting or event venues, both indoors and outdoors • Continue to seek out regional partnerships for trade show participation • Host a regional Natl. Assoc or Sports Councils (NASC) or Florida Sports Foundation meeting Arts & Culture This growing market segment has taxed our small tourism staff, and we need private sector assistance from supporters of this segment to sustain and grow its future potential. There are many activities that we could encourage. • Find more ways to distribute this information digitally. The digital guide has achieved success, but it is still not flexible enough for expanded listings and new features. 4 Packet Page -993- 10/11/2011 Item 16.F.2. • The printed Arts & Culture guides are very expensive to produce and in the past have not received partner financial support. Consider reprinting it only with financial assistance from VISIT FLORIDA grants or partner support • Task the Cultural Community with more CVB interaction in promoting their events and activities • Continue to work on identifying a group transportation partner to offer organized tours of our museums and art galleries • Work with United Arts Council to increase the distribution of their printed Calendar of Events and create an enhanced digital version for wider distribution Heritage • Work with our County owned and the non - County owned museums to grow traffic to their facilities • Consider developing a digital historical guide that could be linked to all museum websites for download • Encourage partnerships with groups of museums to promote a multi - facility ticket including transportation. Air Service Marketing • Support Naples Airport and S.W. Florida International in attracting new domestic and International flights • Support existing carriers with inbound fully - integrated marketing efforts • Work with Lee and Collier Counties to find ways to lower cost of ground transportation to and from RSW Measuring Results (ROD • Develop new ways to ensure we know if our marketing efforts are working • Our overall research product needs to continue to expand and become more robust. - Periodic reports on the direct, indirect and induced impact to our community from our tourism partners, in addition to our visitors - Calculate the tax contribution per lodging unit to our local economy. - Calculate the tax contribution from our tourism industry infrastructure to the County - Report tourism industry employment numbers o Report the number of jobs in each segment of our tourism industry including hotels, restaurants, shopping, etc. 5 Packet Page -994- 10/11/2011 Item 16.F.2. Develop an easy to communicate story on how economic impact works - Example: A family travels here from Chicago and spends $4,000. Subtract the airfare and divide the net spend by the number of people in the party to calculate the resulting spend per person per trip. Multiply the number of visitors per year by that spend figure to get our actual direct spend of visitors. Then show the multiplier effect working those visitor dollars through the community. - Identify secondary research sources such as DI( Shiflett for spending amounts and Global Insights. - Develop a community questionnaire in partnership with the Economic Development Council and the area Chambers of Commerce to distribute to Collier residents and businesses to identify what they want and need in their community. - Implement a simple to use form to record Visitor Information Center visitor statistics including where they live and what their interests are. Use at all Collier Visitor Centers • Social media has given visitors a large platform to voice their opinions. As such we mustn't underestimate the importance of actively monitoring the brand's reputation on the web. This can be accomplished through social media aggregators such as Radian6, Hootsuite and Spredfast. • Media placement should continue to evolve into more digital placements, less print and even more highly targeted cable programming. Digital Strategies • Continue to enhance and grow our following on Facebook and Twitter and integrate this technology into the mobile site and the International websites. • Implement the "Naples Works" website (www.napiesworks.com) as a portal to the Chambers and EDC websites for destination information. Brand Enhancement • Better define our Brand Promise and communicate it to our customers and tourism industry • Emphasize our #1 attribute of our beaches and highlight it along with our other top offerings of beach, golf, coastline, water activities, nature or culture in our promotional efforts. [:1 Packet Page -995- 10/11/2011 Item 16. F.2. MISSION, VISION, VALUES Mission Statement The Mission Statement for the Naples, Marco Island, Everglades CVB is: To promote year -round distinctive, world -class vacation and group meeting experiences, which result in positive economic growth and stability for Collier County, Vision Statement The Vision Statement for the CVB is: To be recognized as the most desirable year -round tourism destination in the world. Values We ascribe to Collier County's Value /Guiding Principles as a department and as the official Destination Marketing Organization for Collier County. Brand Statement Our area is known as "Naples, Marco Island and the Everglades, Florida's Paradise Coast" Brand Promise The promise to our visitors is embodied in the phrase: Florida's Last Paradise. This means that once our visitors have found us, they will never need to seek another destination to escape from the stress and pressures of their everyday lives. 7 Packet Page -996- 10/11/2011 Item 165.2. Long Term Challenges Facing our Destination FY 2012— FY 2016 1. We are in one of the most volatile and dynamic eras in our history. Destination Marketing Organizations like ours are facing a constantly evolving marketplace. 2. Consumer confidence has shown some signs of improvement, but the Consumer Confidence Index continues to lag at 63.4% as of March 2011. Only 15% of Americans think that business conditions are good, and 37% think business conditions are bad and 16% predict conditions will get worse. 3. The US Travel Association forecasts domestic person trips will increase 1.8% in 2011 and 4.7% in 2012. Total travel expenditures are expected to grow at 5% per year through 2012. 4. The competition for funding, visitors and share of mind is constantly escalating. Nearly 50% of tourist tax dollars is targeted to attract visitors to our competing Florida destinations. 5. We must constantly predict where our potential customers will be and how best to reach them among all the clutter in the media marketplace. 6. Natural disasters such as hurricanes, red tide, oil spills and wildfires can discourage visitors to return to our destination. This could reduce our funding source for more aggressive advertising and promotion of our destination. 7. Recent moves by the State of Florida and the Federal Government to limit or eliminate the matching funds programs for beach and coastal renourishment will limit our ability to obtain reimbursements from these agencies. 8. Requests for non- tourism funding requests threaten to further reduce our promotional funds to sustain the visitation we currently enjoy. 9. The feeling in certain areas of our community that tourism is a threat to the quality of life in Collier County diverts staff time and resources to change these negative perceptions. I O.Homeland Security Administration's changes to Visa Waiver Program and Passport policy changes are a potential threat to our international visitor levels. As it becomes more difficult to travel to the US, these visitors will choose other less restrictive destinations. 1 1.Workforce issues are a constant challenge to our tourism industry. The lack of skilled labor, public transportation and a high cost of living is a constant threat to our hotels and other private sector tourism businesses to find quality employees. 8 Packet Page -997- 10/11/2011 Item 16. F.2. STRATEGIC LONG -TERM GOALS • Provide tourism industry leadership to ensure the destination remains competitive • Maintain the status as the trusted source for travel information and planning services about Naples, Marco Island and the western part of the Everglades • Maintain and grow the market share of Florida visitors to the Paradise Coast of Naples, Marco Island and the Everglades • Utilize the resources of the CVB to their highest and best use • Continue to build the trust and engagement of our local and regional tourism partners • Move toward year -round destination marketing to level out the seasonality in visitation to our area STRATEGIC LONG -TERM OBJECTIVES • Increase engagement of our tourism partners in co -op advertising and trade show participation to $300,000 by the end of 2013 • Increase the percentage of group meeting attendee visitors to 35% by calendar year -end 2013 • Grow the return on investment of visitor spending from each dollar of advertising invested by $2 each year to reach $25 by the end of 2014 • Grow our visitor satisfaction level to exceed 90% by the end of 2013 • Grow the economic impact to our community from visitor expenditures by 1 % per year • Grow the number of annual visitors by 4% per year • Grow the number of hotel room nights consumed by 3% per year 9 Packet Page -998- 10/11/2011 Item 16.F.2. SWOT ANALYSIS Strengths /Competencies 1. Tropical, relaxed and more sophisticated destination 2. Wide, white sand beaches 3. Unique, locally owned shopping and dining 4. Abundant natural attractions and resources 5. More cultural and historical assets than other communities our size 6. Year -round warm and sunny climate 7. Modern and expandable International Airport 8. High level of partner trust and engagement 9. Dedicated, renewable funding source 14.Accredited CVB with Destination Marketing Accreditation Program Weaknesses 1. Relatively limited promotional budget to attract potential and repeat visitors to our area in a highly competitive tourism industry. 2. Higher than average airfares into Southwest Florida International (RSW) Airport and limited direct service from major international feeder markets. 3. Limited function space to attract major meetings and groups. 4. Very small professional CVB staff which limits our ability to quickly grow visitation levels 5. Ongoing misunderstanding among some residents and community leadership of the importance of visitor spending in our economy. 6. Limited nightlife and tourist area public transportation 10 Packet Page -999- 10/11/2011 Item 161.2. 1. As our promotional efforts bring more visitors to the area, the incremental, surplus tourist tax revenue should be used to expand and enhance our promotional efforts beyond traditional markets and spending levels. 2. As our CVB becomes better known in tourism sectors both domestically and internationally, the volume of inquiries and inbound business will increase. 3. Additional air service to RSW and to Naples Airport will expand our airlift capacity and make us more accessible to leisure, business and meeting visitors. 4. Increasing group- meeting business will continue to encourage hotel owners to expand and enhance current meeting and convention space. 5. Meetings and presentations to City Councils, civic and service clubs, County Commissioners and the media will enable us to get the correct information on the importance of tourism to our economy to those misinformed individuals. 6. Aggressive road improvement projects and MPO support will help traffic move more efficiently in the future. 7. Outsourcing of labor needs will help our CVB and tourism department handle the needs of our visitors and tourism industry partners. 1. Natural disasters such as hurricanes, red tide, oil spills and wildfires can discourage visitors to return to our destination. This reduced repeat visitation can potentially lower our tourist tax funds and handicap us from doing more aggressive advertising and promotion of our destination. 2. Condominiums built on speculation are eroding occupancy in our limited service accommodations and many are not collecting the tourist development tax. 3. Recent moves by the State of Florida and the Federal Government to limit or eliminate the matching funds programs for beach and coastal renourishment will limit our ability to obtain reimbursements from these agencies. 4. Internet hotel booking practices limit our potential tourist tax revenue. 5. Homeland Security Administration's changes to Visa Waiver Program and Passport policies are a potential threat to our international visitor levels. As it becomes more difficult to travel to the US, these visitors will choose other less restrictive countries. 11 Packet Page -1000- 10/11/2011 Item 16.F.2. CURRENT SITUATION ANALYSIS We've seen and experienced some remarkable challenges this past year. We were hard hit by a number of factors in 2010 that could have had a devastating impact on travel to the area: the Gulf oil spill, record cold temperatures, volcanic ash halting flights to and from Europe and a continuing sluggish economy. Nevertheless, despite all of these hardships, we finished up 2010 in remarkably good shape - with more visitors than the previous year, higher visitor spending, higher occupancy levels and a higher R01 than 2009. That positive trend is continuing thus far in 2011 as we continue to lead most of our competitive set with increases in occupancy, visitor spending and a much higher Average Daily Rate (ADR). We didn't obtain these positive results through happenstance - they are the direct result of the remarkable efforts and continuing teamwork of our tourism industry partners. But we cannot, and must not, become complacent - because we're not out of the woods just yet. If we want to continue to succeed we need to stay ahead of our competitive set of destinations by working smarter and more effectively than ever before. Economic Outlook For 2012 The Good News: • After tightening lending standards during the financial crisis, there are signs of stabilization - the first step towards less rigid lending practices and an improvement in new construction and real estate sales. • The U.S. is also in the midst of a very friendly financial environment, with low interest rates and rising equity prices • The U.S. had respectable employment growth in recent months and a downward trend in the unemployment rate • Consumer spending is expected to continue to increase, but at relatively moderate rates' • Americans' expectations for their future travel and spending appear to be back on the rise. Nearly one third (31.6 %) of domestic leisure travelers expect to increase the number of leisure trips they will take in the coming year, up from 27.6% last July • Furthermore, 33.1 % of leisure travelers said they expect to increase their travel spending in the coming year compared to 25.6% last July.' GoldmanSachs.com Destination Analysis, Inc. 12 Packet Page -1001- 10/11/2011 Item 16.F.2. The U.S. hotel industry continues to move ahead, with these results from for.Q 1 'l 1: - Demand ( +6.7 %) - Occupancy ( +5.7 %) - (ADR) ( +3.1 %) - Revenue per Available Room (RevPAR) ( +9.0 %). • Travel industry jobs have grown 38% faster than in the rest of the economy' • Traveler sentiment is the highest since April 2007. The overall Traveler Sentiment Index (TSI)* now stands at 95.2, up 9.2% from October 2010, and is now at its highest point since April 2007. ( *Based on consumer attitudes towards travel based on: available time and finances, interest, affordability, safety of travel and quality of service.)' • The Luxury Consumption Index (LCI) rose 6.7 %, the highest rate of growth since first quarter 2010. Nevertheless, it still remains below its highest post - recession mark reached in January 2010.5 The Good News for Collier County: • The negative effect on visitation to the Gulf area due to the BP /Deepwater Horizon oil spill has diminished over the past six months. - In earlyJuly 2010 one third (33.0 %) of American travelers felt the spill would affect the 1*01N, likelihood they would travel to the Gulf Coast region in the next year. By January 2011, that figure had fallen by half, to 17.5 %.6 • International visitation will increase throughout the remainder of 2011 according to European tour operators and the International press • Lodging rates will continue to rise - albeit slowly • Corporate meetings will return (already up 16% over the same time last year) • Visitor spending will slowly rise despite fluctuating gas prices • There will be more housing sales to visitors from Europe, Canada and the U.S. • Growing interest from filmmakers and photographers to shoot reality, niche, TV and film here • The Paradise Coast continues to get very high satisfaction scores - with over 90% either satisfied or very satisfied with their experience here - and over 90% would recommend our area as a vacation and meeting destination to friends and family. • Well over 50% of our visitors are repeat travelers to Collier County` 3 Smith Travel 4 Travel Horizons Survey 5 Unity Marketing 6 Destination Analysis, Inc. 13 Packet Page -1002- 10/11/2011 Item 161.2. Possible Threats to our Success: • Consumer confidence remains depressed. The Consumer Confidence Index improved slightly in April, rising to 65.4 up from 63.8 in March, but still remains well below 90 - which is generally considered necessary for a healthy economy. • Nearly two years after the end of the "Great Recession," Gallup reports that discretionary spending remains far below the pre - economic - crisis levels. • Inflation is becoming a growing concern, due to surging commodity prices. The Consumer Price Index rose 3.2 %, at a time when average hourly earnings declined. • Elevated oil and food prices have siphoning off disposable income that might otherwise be spent on travel. • The higher price of fuel is affecting airfares - with domestic and International airlines introducing several new price hikes and surcharges • New taxes on travelers from the UK and Germany threaten growth in long haul travel • Florida is facing another busy hurricane season for 2011 with 16 named storms, nine of which may grow into hurricanes and five of which may become major, Category 3 hurricanes. ° olitical Factors Influencing the Travel Market: • The Florida Senate recently passed SB -21 56 with support from Governor Rick Scott. - Under the proposed legislation, VISIT FLORIDA would have been replaced by a board made up of political appointees and chaired by Governor Scott. This board would have moved into a new government agency called ",Jobs Florida ". - Fortunately, the Florida tourism industry rallied to the challenge and influenced several 11 th hour key changes to the bill. As a result, VISIT FLORIDA will remain a separate, private sector public /private partnership with a dedicated fund of about $35 million. • Possible changes in Florida immigration laws could have a negative impact on visitation to Florida. The New York Times reported the negative impact that Arizona's economy experienced. • On -line Travel Agencies (OTA's) nearly won a permanent exemption to paying the full Tourist Tax and Sales Tax owed Florida Counties on hotel room booked on line. The legislation passed the Florida House but failed in the Senate. The OTA's will be back in the Fall of 2011 with even more money and more pressure to pass this legislation. Research Data Services, Inc. 14 Packet Page -1003- 10/11/2011 Item 16. F.2. TRENDS & IMPLCATIONS MAJOR TRAVEL TRENDS General Leisure Travel Trends: • 2011 seems to be marking the end of the "staycation" with more Americans committed to taking a vacation away from home • Leisure travelers continue to look for deals /value added (free parking, Wi -Fi and breakfast) • Top domestic destinations include, in order: Las Vegas, New York, Chicago, San Francisco, San Diego, Orlando, Honolulu, New Orleans, Washington, Miami' • Multi - generational travel is on the rise, with more travelers including infants and toddlers in their trip planning - with all generations contributing to the recovery in travel over the next 5 years • Sources used over the last 12 months to plan leisure travel include: - User - generated reviews of hotels (27.4 %) - User - generated travel reviews of destinations (20.4 %) - User - generated travel itinerary or blog (18.2 %) - Submitted reviews, comments, photos online (7.8%) - Destination (DMO'S) pages on social media site (14.1 %) - Became a friend /fan of destination on social media site (8.9%) - DMO'S website (33.9%)' Upscale /Luxury Leisure Trends: • Luxury has become more about what you can do, rather than what you can buy • Today's luxury traveler is ultimately seeking a `meaningful' travel experience - pursuing something that is authentic, reflects the local culture and is genuinely "real." • Booking times continue to get shorter, with 42% of upscale travelers booking within three months of departure • Top motives that influence travel choices include: - Seeking authentic experiences in new destinations - Rest and relaxation 8 U.S. Travel Association 9 Destination Analysis, Inc. 15 Packet Page -1004- 10/11/2011 Item 161.2. - Spending time or reconnecting with loved ones - Personal enrichment (e.g. "voluntourism ", cultural experience, learning, etc.) - Discovering new experiences in previously visited (or more familiar) destinations - Seeking adventure • The most important factors when selecting vacations include: - The right destination - Value for money paid - Once -in -a- lifetime experiences - Someplace or something new- never done before - The activities available - Price • As with most brands, the main objective for succeeding within the luxury market is creating long -term trusting and collaborative relationships. The richer, deeper and longer the relationships, the stronger the brand. ^ - Though no brand is immune to severe economic downturns, Nordstrom, Lexus and Ritz - Carlton are examples of brands that prioritize relationships with customers over bricks and mortar in order to survive the shaky economic landscape.t0 Business /Group Meeting Travel Trends: Recent Meetings Research for Collier County" • Typical meetings range from 50 to 250 attendees • When asked the type of venue they generally select for their meeting: - 78.5% a hotel - Only 9.9% select conference centers - Only 7.4% select resorts • in terms of venue preferences of their clients, the planners stated: - 55% prefer upscale properties - 38.8% prefer mid -scale properties - 5.0% prefer luxury properties Luxury Institute 1 Research Data Services, Inc. M Packet Page -1005- 10/11/2011 Item 161.2. • Meeting destinations selected by planner over the past 3 years include: - Orlando /Disney 59.9% - Miami 43.0% - Ft. Lauderdale 22.3% - Tampa 22.3% - West Palm 14.0% - Naples /Marco Island 12.4% • Online sites viewed as critical to their planning process include: - 96.7% hotel websites - 65.3 CVB websites - 38.0% Meeting Planners International (MPI) website • Preferred communications include: - 80.2% email - 49.6% networking /trade shows n - 39.9% print (mail) - 13.2% phone Group Meeting Trends: • Companies are responding to improved economic conditions by projecting increased business needs in every business quarter, especially the latter part of the year. Although, while meetings are increasing in quantity, they are not tending to increase in size or length of stay • "Lingering anxiety" remains over certain venues - and is expected to remain throughout 2012. Predictions for venue use over the next 12 months shows: - Hotels up 25% - Cruise ships down 15% - Resorts down 7% - Convention centers down 4 %12 • The "Complete Meeting Package" prized for decades, has evolved into the "Flexible Meeting Package." Planners still see the value of all- inclusive packages, but want them to be customized to suit the needs and budget of their particular meeting. 12 Meetings Review 17 Packet Page -1006- 10/11/2011 Item 16.F.2. • Value - added is replacing discounting in order to boost occupancy without discounting rates. Common value -added options include complimentary internet access, cancellation /attrition flexibility, forgiving resort fees, etc. • Social media usage is beginning to take hold within the meeting planning industry, but is not dominating communications like it is for the general public. The exceptions to this are sites such as Linkedin and YouTube - as many groups are videotaping sessions and posting them online • Being green remains important for many meeting planners, especially those who plan government and pharmaceutical meetings. Nevertheless, cost savings take precedence over sustainability • Demand for teambuilding is on the rise, with planners looking for unique programs delivered within tight budgets • Inquiries for entertainment options such as theme parties, comedians and think -tanks are on the rise • Companies in high - growth industries - such as insurance, finance, consulting, technology, health care and education are coming back in strength after a major retreat during 2009 - 2010 • Planners and meeting attendees learn about locations, destinations and individual properties online - and are using new tools for research such as i -Pads, smart phones, Webinars and apps.13 • Optimism has replaced the AIG Effect with planners. 18 - 32% will hold more meetings in 2012 - 37% expect higher attendance - 35% expect cuts in Food & Beverage and offsite venue events Virtual Meetings • Many companies are adopting virtual events for their marketing, training and collaboration - 60% of marketers plan to increase spending on virtual events and environments this year. - 42% of marketers will decrease spending on physical events this year; - 87% of marketers predict hybrid events — part virtual, part physical — will represent at least half of all events in the next five years; - 24% of marketers say they get "the same or better" results as a physical event for "less effort" while 19 percent get "quantifiable" results 14 r-.14 Benchmark Hospitality t4 Unisfair Reports 18 Packet Page -1007- 10/11/2011 Item 16.F.2. Corporate Meetings • A result of the 2009 economic crisis is that planners now come to pricing discussions armed with superior negotiation skills and higher expectations - taking it for granted that properties will extend significant concessions across the board to boost the value being offered against the budget. • The booking window for corporate meetings remains short - 30 - 45 days on average. - This is due, in part, to the fact that meeting organizers aren't certain they will have sufficient budgets until relatively close to the event - Another reason for this tight window is that buyers believe they can obtain lower rates with shorter notice (MPI Business Barometer) Nevertheless, budgets for corporate meetings and events are expected to grow • Price increases are expected as occupancy rates rise throughout 2011 and into 2012 Incentive Travel • While the average number of nights for incentive travel fell from 6.5 to 4 in 2010, and most incentive trips were less extravagant than in the past - the outlook for incentive travel and � meetings is favorable for 2011/2012. • ROI on incentive travel has become more of a factor. As such, there tends to be a business element included these days - such as discussions about corporate strategy and direction.15 Association Conferences • A vast majority of association planners are predicting lower budgets and attendance in 2011 • A majority of planners (63 %) feel under pressure to deliver "conference programs that appeal to the broadest audience." Medical While no segment is entirely recession - proof, the healthcare industry comes close. • While medical trade show exhibitor numbers may be down attendance has been increasing since 2010. • The pharmaceutical market is forecasted to grow at a 4 %- 7% rate until 2013 (IMS Health) 15 Incentive Travel Council: Pulse Study 19 Packet Page -1008- 10/11/2011 Item 16.F.2. Business Travel • Business travel spending and volume grew at stronger - than - expected rates in Q 4 2010 and the Global Business Travel Association (GTBA) Travel Index reached its highest level since the recession began in 200816 • Business travel spending will grow 6% in 2011. At least part of this reflects the loosening of restrictive company policies" Technology Trends: • Apple's Wad came to market in April 2010. ByJanuary 2011, 7.1% of U.S. travelers report having used an iPad or other tablet PC to access travel information online while travelingt8 • Wad ownership is significantly higher among the affluent, which makes advertising on these devices an important consideration for reaching up- market travelers19 • Email and text messaging are the most common uses of digital media by consumers. - Eighty -four percent of online Americans today email, and 74% send and receive text - Email is a vital part of the consumer's digital experience - from social network alerts and mobile marketing opt -ins to search activity -based messages and mailings. The advancement of mobile internet devices increases customer engagement opportunities of the email channel - Consumers are most likely to open emails containing promotions or coupons, followed by news stories and links to websites Cell phones have become indispensable to consumers aged 18 to 34, at television's expense - with only 13% citing TV as the media they cannot live without. • Despite consumer reliance on digital devices the most influential element driving purchase decisions today is still word of mouth, followed by information from a Website (47 %) and email sent by familiar peers (42 %). Advertising in video games and on mobile phones currently influence far fewer consumers in purchase decisions. • Consumers spend more time crossing media channels to do virtually everything from booking vacations via their mobile phones to researching products on social networking sites. They are less tolerant of any irrelevant message and more receptive to interconnected marketing • As a category, social networks now surpass search engines as the most visited group of websites on the internet.70 16 Business Travel Association 17 PhoCusWright 8 Destination Analysis, Inc. 9 Pew Internet & American Life Project 20 Packet Page -1009- 10/11/2011 Item 16.F.2. Marketing /Communication Trends: Social Media • In 2010, Facebook.com passed Google.com as the most visited domain for U.S. internet visitors • Four of the top 10 most searched terms contain the word "Facebook" • Currently over 50% of online adults aged 50 and older use social networking sites • The percentage of adults making monthly visits to social networking sites has grown in the last year, while visits to blogs are down • Emails with the word "Facebook" in the subject line have 10% higher unique clicks than other promotional mailings • According to a recent consumer survey, 40% of online consumers who use social networking sites plan to use Facebook for feedback from family /friends to help make a decision about a product 20 Experian Simmons 18 Meetings South 21 Packet Page -1010- 10/11/2011 Item 161.2. COMPETITIVE DESTINATION ANALYSIS Overview: In general, our competitive destination set is marketing their areas more aggressively in response to the economy, especially in the summer months, and engaging more digital mediums. A brief summary, per market, is detailed below. But first, here are a few general observations worth noting: • OrlandoSentinel.com is a heavily used site for almost all of our primary competitive set • Niche online advertising is being utilized more than years past, notably on the websites for the Wedding Channel and Budget Travel • There is a heavier concentration on Expedia, Travel Channel and Travelocity • There is a much stronger representation of our competitive destination set in print publications over last year — More full -page brand ads than last year — Where co -op is involved, many competitors are working with spreads, or page and 1/3 columns — Meetings print is much more prevalent for both Corporate and Association Please note: These general observations and the following summaries are part of more complete research and analysis of the competitive set as well as "best of class" destinations worth noting. Primary Competitive Set Lee County -Fort Myers & Sanibel Branding and Message: Still marketed as "The Beaches of Fort Myers & Sanibel." There has been no change in brand, creative direction or message. There have been small, insignificant design changes, and value messaging has been introduced into the mix. There is no distinct claim made to differentiate the destination within the state. Media and Tactics: Continues to utilize television, print, online and direct mail to fulfill overall media plan strategies. Television spending was up for the summer months, as well as more frequent e -mail marketing promoting deals and giveaways. Meeting Professionals continue to play a large role in their print advertising strategies and are utilizing full page 4/C ads, which incorporate an incentive program and Green Incentives. One of their biggest initiatives this year was a new Lonely Planet guidebook and app. 22 Packet Page -1011- 10/11/2011 Item 165.2. Monroe County - Florida Keys Branding and Message: Marketed as "The Florida Keys & Key West," the destination branding and message haven't changed for many years. A review of a large part of their messages shows a more scattered approach than usual with a variety of messages and approaches that highlight specific areas of the Keys. Always intelligent, attitudinal, yet casual, there is now some inconsistency in brand claim and promise. Media and Tactics: Continue to utilize television, print, online and direct mail, with spending significantly up this year in strong cable television schedules. They are also allocating a substantial percentage of their marketing dollars to support and implement Social /Digital and Mobile marketing as part of their mix. Meeting Professionals seem to play a small role in their media mix and is allocated 100% to print. On a continuous effort they promote events and promotions throughout the fiscal year but tend to primarily execute in Miami /Fort Lauderdale and West Palm Beach Area of Dominent Influence (ADI's). Miami /Dade County Branding and Message: Although the Miami area has been considered less of a direct competitor in the past, Miami has once again shifted the creative in their campaign. The loud, visually stunning n campaign that strongly promoted the destination as a center for cuisine and culture has returned focus to consumers and beaches. The campaign still attempts to bridge the potential visitor's personal motivations with the destination's attributes, and invites visitors to "Express Yourself." Media and Tactics: While Miami /Dade continues to utilize television, print, online and direct mail as part of their overall media mix. Tactically, they are shifting dollars into other mediums dependent upon time of year and market. Television spending on strong cable schedules is down, with spending shifting to online promotions and print. Online expenditures appear to be on travel sites such as Orbitz, Travelocity and TripAdvisor, concentrated in February to lead the season and across Florida content directed to beaches and flight searches. Online ads for the meetings market has been used for Florida Society of Association Executives (FSAE) and Successful Meetings sites to hit corporate and association targets. Broward Countv - Ft. Lauderdale Branding and Message: Striving to represent "Beach Chic" within the state, Ft. Lauderdale is continuing with their presentation of "Sunny. Org" throughout their communication with only minor variations. Destination is starting to utilize QR (Quick Response) tags, but isn't strongly incorporating them into messaging. Content delivery from tags doesn't lead to mobile site or page. Media and Tactics: Overall, Ft. Lauderdale /Broward seems to lean heavily on print and online with efforts concentrated in January /February, May /June, August and November. Television is a concentrated spending effort in Orlando and Tampa to provide an online promotion and giveaway. 23 Packet Page -1012- 10/11/2011 Item 161_2. Continue to utilize large space print ads concentrated in travel publications and tied in with VISIT FLORIDA opportunities. Palm Beach Count Branding and Message: Inviting audiences to "Discover The PB|rn Beaches and Boca Katon."the destination continues the approach begun about five years ago of highlighting the price point of special travel deal. Theme is no actual branding taking p|a[e, nor an attempt to position the destination within the state by using a distinct claim. Media and Tactics: Overall, it appears that Palm Beach County continues to utilize radio, print and online as the [Ore of their media efforts. There was nO activity for television this year. Radio efforts are minimal and tend to be promotionally driven. Print effort timing appears to be heavily concentrated in February through May with some ads appearing during shoulder periods (September and November). The efforts appear to consist of various categories including Niche. Artu/Culture, Sports, Group and Association Meeting Professionals. Online efforts appear to beState'of'Aorida driven with emphasis on Tampa and Miami. ,­,Secondary Competitive Set Davtona Beach Branding and Message: Daytona continues tO flounder in their communication efforts. Still claiming to be "VVn« More than a Bea[h." their communication lacks any consistency orcentral focus. There is no distinct (nor tasteful) design ethic. Media and Tactics: Daytona Beach appears to utilize television, print and Online as well as direct mail to deliver their advertising message. The television effort is concentrated on FOX in Tarnpa, which indicates ayDunger skewing effort. Print efforts appear to be geared to Corporate and Association Meeting Professionals and are a mix of sizes dependent upon publication. St. Petersburg /Clearwater Branding and Message: St. Peters bu rg/Clearwater has switched their design/campaign again this year. They have also introduced a new logo; hovvever, are still using two different versions of their logo in various communications. It's hard to see how these continuing inconsistencies could be beneficial to their brand. New to their messaging this year was a summer campaign promoting the 100 days of summer with weekly giveaways, and a grand prize. Media and Tactics: St. Peters burg/[learmxaterutilizes acomnbina1iOn of television, print, online and direct mail in order to fulfill their overall media strategies. Television spending was up for the Sunorner months in-market aswell as in Orlando and West Palm Beach. They also raised the frequency of e-mail marketing for their summer promotion. For both online and print, they utilize 24 Packet Page -1013- 10/11/2011 Item 16.F.2. large space ads, including spreads in November, May and July. The majority of online spending appears to be on Orbitz, with the campaign airing in the spring and summer months. Sarasota Branding and Message: "Sarasota and Her Island Beaches" is showing a consistent approach that highlights a dramatic, yet carefree Florida family vacation. There is nothing distinctive that sets it apart from other destinations, nor is any distinct claim made. In effect, any Florida beach destination could put their logo on their messages and have a campaign. It's generic, and offers little competitive punch. Media and Tactics: Currently, media efforts have been concentrated in print, newspaper and online. It appears they currently do not have a television strategy in place. They rely heavily on VISIT FLORIDA partner opportunities in print. They do appear to have an online strategy, which includes Digital and Social, and advertising can be found on Facebook and Twitter. In addition, where online is being utilized they are incorporating "Spongecell" interactive ad units that can include tabs for more than one partner. Local newspaper advertising is also being incorporated into the mix such as in Tampa Bay Online (TBO). Tertiary Competitive Destinations n The tertiary competitive set is traditionally composed of the Caribbean (including Yucatan) destinations. Research is showing that due to the economy, airfare costs and passport requirements, this market is having less of a competitive effect than it may have had a few years ago. Given some similarity in attributes and experience, the set is still reviewed and analyzed to determine trends, best of set direction, and occasionally focus group response. At this time, no significant trends are shown in this group. Jamaica still seems to lead the set in message quality, design and brand focus. 25 Packet Page -1014- 10/11/2011 Item 161.2. FY 2012 CREATIVE STRATEGY Customize, Incentivize, Viralize We recommend that the Paradise Coast maintain the 2010/2011 creative strategy which has proven to be remarkably effective in a down economy. In addition to continuing the two seasonally themed campaigns that emphasize value - the Paradise Priced Perfectly winter campaign in the northeast U.S. markets and the spring /summer campaign in Florida markets - we propose to redouble our efforts to generate positve word of mouth, which contines to be the most effective medium of all. The thrust of each of these campaigns will be customized to speak to that particular target during that time of the year, ensuring that it is revelant, timely and effective. 26 Packet Page -1015- 10/11/2011 Item 16. F.2. Each campaign will offer tourism indistry partners incentives as part of the messaging, which will include hotel deals and packages, special offers, free getaway sweepstakes and more. This will be done in a way that will appeal to value- seeking consumers while keeping our upscale brand intact. The seasonal campaigns will also encourage prospects to share the message with friends - thus increasing the likelihood that these communications will go "viral" - exponentially spreading the word and adding to the paid media's impact. The campaigns will include television and online advertising, website landing pages, e-mail marketing and, in some cases, customized digital guides and Twitter pages. Some new incentives, presented elsewhere in this document, will work in conjunction with these existing tactics to ramp up each campaign even more. 27 Packet Page -1016- 4 Enjoy S1,OOOs in y 4 Prefmred Pass deals. '� wwe�aw.uwraeaw!m�wwa. � ,. w..R.. s..wm «moron uum �.mnq } a..m amrtamw t 1 H td C cols PYI Bpcul N W n�M M.uls mvxxw;x wr rcw.. �u t. PMLgHlaN:11 P.[4g. �F ��Rrxrw twrxF dMaa mMk +tw ___.. RYW►MMemory P.CWp. M p.rNak bn 4* Pa.tlen M,. P.cJUq.la[FWS RU.o/1 CuudW m� P.II,= VDOR"_W w$=FREE Rn Comp � tw ..m�vix. ntR *r <m_mvxn sumo. iron Each campaign will offer tourism indistry partners incentives as part of the messaging, which will include hotel deals and packages, special offers, free getaway sweepstakes and more. This will be done in a way that will appeal to value- seeking consumers while keeping our upscale brand intact. The seasonal campaigns will also encourage prospects to share the message with friends - thus increasing the likelihood that these communications will go "viral" - exponentially spreading the word and adding to the paid media's impact. The campaigns will include television and online advertising, website landing pages, e-mail marketing and, in some cases, customized digital guides and Twitter pages. Some new incentives, presented elsewhere in this document, will work in conjunction with these existing tactics to ramp up each campaign even more. 27 Packet Page -1016- 10/11/2011 Item 161.2. 2012 PAID MEDIA STRATEGY Overview The current 2010-2011 marketing campaign has, by all standards, been a huge success. We negotiated $775,014 in value -added media on a $2 million budget which, when combined with partner co -op funds of $412,728, extended our advertising budget by $1,187,743 - almost 50 %. Since we will be working with a decidedly reduced marketing budget in FY 2011/2012, media recommendations are based on vehicles with a proven track record, combined with a few new initiatives that will help stretch the marketing budget and increase exposure for the Paradise Coast . Media Objectives • Create a media landscape that reflects the style and essence of the Naples, Marco Island, Everglades brand • Plan, negotiate and purchase media that effectively and efficiently reach key target audiences • Create unique media opportunities with value -added enhancements • increase awareness of the destination • Increase online visibility • Increase targeted traffic to www.ParadiseCoast.com • Increase inquiries across both website and toll -free numbers • Continue to improve ROI on advertising dollars spent vs. visitor expenditures • Create and execute media strategies that will support other CVB efforts. These include but are not limited to: - Public Relations - Group Meeting Sales - Film Commission - Sports Marketing 28 Packet Page -1017- 10/11/2011 Item 165.2. Media Strategies Leisure /Niche • Develop an annual program with an emphasis on Spring /Summer travel • Combine television with online /interactive campaigns to effectively and efficiently produce the highest number of quality inquiries and leads. • Increase use of Social /Digital and Mobile marketing to build brand and promotional awareness and to help increase inquiry and bookings. • Integrate all paid, owned and earned media platforms. • Utilize cooperative partner programs to strengthen message and stretch budgets. • Incorporated QR tags where appropriate (print /transit /collateral /in- market) for each campaign to help drive inquiry. • Deliver niche markets with a combination of cable television, vertical magazines, online programs and social media. • Utilize guerilla- marketing tactics to expand exposure and create word -of -mouth in selective n markets. • Concentrate efforts against audiences that have shown the highest probability of response and return on media investment. Group Business • Target corporate, association and third -party planners in key feeder markets. • Target medial publications, associations and medical meeting planners. • Use integrated media to increase reach, frequency and inquiry. • Utilize e- newsletters to target smaller meetings and new meeting professionals. Sports • Target soccer, lacrosse, tennis, swimming, flag football, fishing, basketball, volleyball and softball via vertical sports association trade publications. • Incorporate online initiatives that coincide with specific high visibility sports events. • Align editorial to coincide with in- market events. • Support various initiatives identified by the Sports Marketing Team. n 29 Packet Page -1018- 10/11/2011 Item 161.2. MEDIA TACTICS Leisure /Niche • Cable Television: - Utilize targeted cable television to lead the campaign. • Concentrate messaging in specific day parts to effectively reach our target audiences • Utilize networks with a high composition of our primary target audience • Target by market, zone, cable system, zip code. - Utilize ad tags for price -point customization by Brand Development Index (BDI) and Category Development Index (CDI) - Run niche commercials tailored to specific networks /programming within a market • Online: - Use :30 video, :15 pre -roll and medium rectangle Flash and interactive banner advertising. • Consumer Magazines: - Purchase third -page or larger four -color ads in upscale and niche publications that reach the major feeder markets during each campaign period. - Utilize senior market magazines such as AARP and AAA during the shoulder season. - Utilize niche magazines such as Play Florida Golf, Bridal Guide, Audubon, Undiscovered Florida and Sports Events to reach specific niche audiences. • Out -of -Home: - Continue transit opportunities primarily in New York and Chicago - Consider targeted Mall Advertising to increase visibility at a minimal cost • Ability to chose geographic areas, skew to core demographics (high -end malls); narrow geographic window (target specific markets). • Very low Cost Per Thousand (CPM). • E- Newsletters: - Use as a primary communication for specific targets and niche markets, including: luxury, golf, fishing, spa, dining, medical, weddings and others to deliver targeted messages and continue to build the database. - Include special offers and other information from hoteliers 30 Packet Page -1019- 10/11/2011 Item 165.2. • Leisure Consumer Directories: - Use pre - qualified publications such as Visit Florida Magazine and the Insider Guide. - Utilize four -color ads to allow for increased messaging options. Leisure Direct E -mail: - Work with a high -end luxury credit card (American Express or Black MasterCard) to develop a program that will provide a qualified upscale list of prospects in major feeder markets. - Concentrate program efforts towards online and e-mail opportunities. Travel Agents - Domestic/ International - Use online and direct mail to reach out to top prospects with possible pre /post tie - in to trade shows both domestically and internationally. Group Meetings Business • Online /Print: - Concentrate efforts against major vertical online sites as well as vertical n publications aimed at corporate and association meeting professions. • Online/ Interactive: - Use non - traditional media such as Oggi units to target key groups of meeting professionals who are hard to capture in traditional media. • E- Newsletters: - Continue monthly e- newsletters to target smaller meetings and new planners • Database: - Utilize e -mail lists such as MPI in specific planner groups to grow the database. Sports Events and Meetings Vertical sports publications will include: Sports Travel, Sports Destination Magazine and Sports Events • Explore other sports related opportunities in conjunction with the Sports Marketing Dept. such as an Beach Volleyball sponsorship. • Align editorial to coincide with in- market events to increase visibility. • Target Florida drive markets and national prospects. 31 Packet Page -1020- 10/11/2011 Item 161.2. Target Audiences The following are the specific market segments and locations that the Paradise Coast message will be targeted. Geographic Winter • Target domestic feeder markets in the Northeast and Midwest with emphasis on New York and Chicago. • Opportunity markets - Philadelphia, Boston, Cleveland and Minneapolis. • Target the Canadian market during first quarter 2012 Spring /Summer • Target drive markets of Miami /Ft. Lauderdale /West Palm Beach, Orlando, Tampa /St. Pete Demographic • Primary Target: Adults 35 -64, skewed towards women, with a household income of $125,000 -plus. Target should be a combination of couples, singles and families. Niche Markets & Interests Target specific visitor categories such as: - Bridal /Honeymoon - Sports - Eco - Medical procedure candidates - Seniors - Green Initiatives - Golf - Arts & Culture Group Meetings • Target corporate and association meeting professionals with groups with 20 - 250 members. • Aggressively pursue Social, Military, Educational, Retired, Fraternal (SMERF) markets • Focus should be on drive markets in or near Florida target cities and medical meeting ^ • Familiarization (FAM) trips should always be an integral part of the overall mix. 32 Packet Page -1021- 10/11/2011 Item 161.2. • Concentrate on trade shows that our meeting hotel partners are not attending Sports Events Market • Target organizers of second and third tier events in off - season and shoulder season timeframes. • Pursue sponsorship opportunities for core Sports events which are held in Collier County annually. • Be more selective of the events we pursue with emphasis on quality over quantity Medical Procedure Market • Work with hotels and hospitals to develop avenues to promote candidates for certain specialty medical procedures to consider our area. • Develop e- newsletters to send to lists provided by hospitals and other list sources to highlight the specialties that our area is famous for including heart and cancer procedures. n 33 Packet Page -1022- 10/11/2011 Item 16. F.2. FY 2012 Spending by Medium ■ Digital /Mobile w Out of dome FTelevision Print 4% FY 2012 Media Allocation 48% 34 Packet Page -1023- 10/11/2011 Item 16.F.2. # of Media Description Insertions 12012 Projected O N D J F M A M J J I A S LEISURE MARKET I I T_ Consumer Magazines - Conde Nast Traveler 1 1/2 Paee 4/C I ix Florida Travel & Life Mid -west Liven 1/2 Page 4/C Ix I I Florida Travel & Ufes les 1/2 Page 4/C ix h?, "5 TOTAL CONSUMER MAGAZINES $25,456.00 Consumer Directories (VISIT FLORIDA) and Travel Guides VISIT FLORIDA Magazine - QR Tag 2-Page Spread 4/C ix VISIT FLORIDA- Florida Insider Guide -OR Tai 2 -Paee Spread n/C ix Paradise Coast Visitor Map Map ix - Naples, Marco Island and the Everglades Official Guide (Spread and _ r Visitors Guide - OR Tae Cover) Ix TOTAL 35 Packet Page -1024- robil 10/11/2011 Item 16. F.2. Media Description # of Insertions 2o12 Projected O N D J F M A M J J_ A, S LEISURE MARKET Consumer New a er 1/2 Page, E- December NY, NJ, CT and t Florida Go Guide Newsletter, Di 'ta] Toronto /Montreal). she. 1/2 Page 4/C and Online Impressions Collinson Best Vacation - "Spring Out -of- State" & Leads February 19, 2012 1/2 Page 4/C and Online Impressions "S Collinson rin " In -State & Leads A ri122, 2012 1/2 Page 4/C and Online Impressions Collinson "Summer" In -State & Leads June 1o, 2o12 TOTAL CONSUMER NEWSPAPER $47,250-00 Consumer Di gital- Paid Media To promote various Events and January - July, Facebook Promotions 2012 Interactive Buy with Behavioral Targeting Unit Size TBD February - Jul Digital Consumer e- Newsletter Direct Display Marketin Ad Promotion Annual TOTAL CONSUMER DIGITAL $55,000.00 36 Packet Page -1025- 10/11/2011 Item 16.F.2. 37 Packet Page -1026- # of 2012 Media Description Insertions 2012 Projected 0 N D J F M A LEISURE ",INTER NORTHERN CAMPAIGN New York Chicago Bookend :15's /Cross 1/17/11- Cable Television promotion 3/27/11 Bookend :15's /Cross 1/17/11- Cable Television promotion 3/27/11 Ad /Promotion /Google 1/17/2011 - Display Orbitz.com /Goo leAd Words Ad Words 3/27/11 d /Promotion /Google 1/17/2011 - Orbitz.com/GoogleAd Words Ad Words 3/27/11 MNI - New York Tar eted O 3/27/11 1/17/2011 - MNI - Chicago Targeted Oggi 3/27/11 1/17/2011- Expandable 1/17/2011- Leaderboard 3/27/11 Collinson Winter Banner Network Leaderboard 3/27/11 1/17/11- 1/17/11 - Commuter Transit and/or Out -of -Home TDB Commuter Transit and /or Out -of -Home TDB 3/27/11 Display Based on Weather Trigger 1/17/11- Weather Trigger 1/17/11 - weather.com Mobile Ad Campaign Words 3/27/11 weather.com Mobile Ad Cam ai n Words 300 x 25, Adaptor & 1 /17 /11 - Weather.com & DeskTop Sponsorship Sponsorship 3/27/11 300 x 25, Adaptor & 1/17/11 - TOTAL CHICAGO Weather.com & DeskTop Sponsorship Sponsorship 3/27/11 37 Packet Page -1026- # of 2012 Media Description Insertions Projected O N D J F M LEISURE ",INTER NORTHERN CAMPAIGN New York Bookend :15's /Cross 1/17/11- Cable Television promotion 3/27/11 Display Ad /Promotion /Google 1/17/2011 - Orbitz.com /Goo leAd Words Ad Words 3/27/11 1/17/2011- MNI - New York Tar eted O 3/27/11 Expandable 1/17/2011- Collinson Winter Banner Network Leaderboard 3/27/11 1/17/11- Commuter Transit and/or Out -of -Home TDB 2 J 11 Display Based on Weather Trigger 1/17/11 - weather.com Mobile Ad Cam ai n Words 3/27/11 300 x 25, Adaptor & 1/17/11 - Weather.com & DeskTop Sponsorship Sponsorship 3/27/11 :15 pre -Roll & Expandable 1/17/11- NYTimes.com leaderboard 3/27/11 1/17/11- NY Tirnes.corn Mobile TDB 3/27/11 37 Packet Page -1026- 10/11/2011 Item 16.F.2. 38 Packet Page -1027- 410,000 Opt -In 2/11,2/22, New York Times Great Getaways E -Blast subscribers 3/1 and 3/7 # of Media Description Insertions 2012 Projected O N D J F M A M J J LEISURE IN-STATE/DOMESTIC US MARKETS lGeo- targeted In- State /Domestic S ring/Summer US Markets April - July, FCTA Market wide Florida Cable :30 2012 Display Ad /Promotion /Google April - July, Orbitz.com/Goog]eAd Words Ad Words 2012 MNI - Florida Markets oggi April - July, 2012 K Y 16o x 6o, Rectangle, 729 x 90 April-July, tri advisor.com E andable Leaderboard 2012 t Video in- banner and April - July, rig Collinson Banner Ad Network andable Leaderboard 2012 $ r TOTAL GEO- TARGETED IN -STATE $102,000.00 Miami /Ft. Lauderdale & West Palm Beach April - July, Miami Ft. Lauderdale Cable Television :15's :15's 2012 April - July, West Palm Beach Cable Television :15's/:15's 2012 Display Based on Weather April - July, weather.com Mobile Ad Campaign, Trigger Words 2012 April - July, Weather.com Rectan le Leaderboard /Ada for 2012 Rectangle, Leaderboard, Pre- April - July, PalmBeachPost.COm Roll, Mobile 2012 April - July, SunSentinel.com Pre-Roll, Rectangle, Mobile 1 2012 April - July, MiamiHerald.com Rectangle, Leaderboard 2012 TOTAL MIAMI /FT. LAUDERDALE & WPB $196,700.00 38 Packet Page -1027- 10/11/2011 Item 165.2. 39 Packet Page -1028- # of Media Description Insertions 2012 Pro'ected O N D J F M A M J J LEISURE IN- STATE /DOMESTIC US MARKETS Orlando April - July, Cable Television :15's/:15's 2012 Display Based on Weather April - July, weather.com Mobile Ad Campai Trigger Words 2012 April - July, Weather.comlRectan le /Leaderboard Ada for 2012 Pre -Roll with Rectangle leave behind, Mobile, Expandable April - July, OrlandoSentinel.com Leaderboard 2012 TOTAL ORLANDO $97,150-00 Tampa/St. Petersbur April - July, Cable Television :15's /a5's 2012 Display Based on Weather April - July, weather.com Mobile Ad Campaign Trigger Words 2012 April - July, Weather.comiRectan le /Leaderboard /Ada for 2012 April - July, TBO.com/ Yahoo.com Video In Ad/Rectangle 2012 Video In -Ad 300 x 250, Medium April - July, Tam aBa y.com Rectangle, Mobile 2012 _ TOTAL TAMPA /ST. PETERSBURG $87,000.00 39 Packet Page -1028- 10/11/2011 Item 165.2. 40 Packet Page -1029- # of Media Description Insertions 2012 Projected O N D J F I M A M I J I J A S LEISURE NICHE MARKETS Niche Markets - Bridal/Honeymoon - nnual Honeymoon Promotion Destination Weddings & Honeymoons - Worldwide Guide to Wedding s 1/2 Page 4/C & Online ix Irs 41 Bridal Guide 1/2 Page C & Online ix M Expandable: Leaderboard and i, Honeymoons.com Listings Aril -June r Brides Florida 1/2 Page C& Online 1x K TOTAL NICHE BRIDAL 117,839.20 fiche Markets - ECO 1/3 Page 4/C ' 1 Audubon Sections Horizontal I 2x " National Geographic Traveler VF Section 1/2 Page 4/C ix ` 1/2 Page 4 /Cx w Undiscovered Florida VF into National Geographic Horizontal 1x l TOTAL NICHE ECO $29,451-00 fiche Markets - Go Spread 4 /C; Cover & � Play Florida Golf /Golfing in Paradise - QR TAG Online 2x � Lifestyle Golfers Guide 1 2 Pa e C 1x TOTAL NICHE GO $19,335-00 # of Media Description Insertions 2012 Projected !O N D iJ F M A M J A S LEISURE NICHE MARKETS Niche Markets - Senior AARP AAA AAA Going-Places South 1/2 Page C ix $8,882.50 AAA Going Places North 1/2 Page 4/C 1x $8,882.50 AARP Southeast Region 1/2 Page C lx $10,302-00 TOTAL SENIOR $28,o67.00 Niche Markets - Sportsl TBD for Naples EVP Beach Volleyball Event :30 2012 - TBD for Nap Res EVP Beach Volle ball Multi-Packs a 2012 $10,000.00 Sports Destination Magazine 1/4 Page 4/C 5x $2,700.00 40 Packet Page -1029- 10/11/2011 Item 165.2. 41 Packet Page -1030- 1/2 Page 4/C - December, February and Sports Events March 3x $2,730.00 # of IDIJ Media Description Insertions 2012 Projected O N F M M J J A S GROUP MARKET Group Business - Corporate Meetings Professional February Meetin s &Conventions e- ostcard and March $4,000-00 Meetings & Conventions - Annual Florida Issue 1/2 Page 4/C June $3,000.00 Custom E- Meetin s Focus South Newsletter ix $3,000.00 1/2 Page 4/C + 2012 February Show Registration April & Collaborate (April) June 2012 $8,700-00 December, Smart Meetings 1/2 Pa e C June 2012 $5,000-00 TOTAL GROUP BUSINESS - CORPORATE 1 $23,700-00 # of !A Media Description Insertions 2012 Projected O N D J IF M A M J J S GROUP MARKET Group Business - Association Meetings Professional 1/2 Page 4/C FSAE Association Source Horizontal 2x $1 86o.00 Digital Guide - FSAE Website Housed Online Annual $6 000.00 June, 2012 - f 4 Annual FSAE Resource 1/2 Page 4/C Guide $1,278.2 ((j Meetin sNet e- postcards Online E- Postcards 2x $6 000.00 Full Page Featured Destination e- Prevue Newsletters ix $4,843-55 Medical Meetings - Special Florida Section 1/2 Page 4/C ix 1 $2,000.00 Spring & 1/2 Page 4/C Summer TSAE Capital Executive Horizontal 2012 $1,252.25 Rduvenate Meetings Magazine 1/2 Page 4/C 2x $2,950.00 Connect Meetings Magazine 1/2 Page C 2x $2,150.00 SMERF Special Markets 1/2 Page C 2x ffi 000.00 Custom E- Successful Meeting Newsletter ix $2,300.00 Successful Meetings 1/2 Page 4/C ix $4,000.00 Association News 1/2 page C 2x $4,000-00 TOTAL GROUP BUSINESS - ASSOCIATION1 $41,631.05 41 Packet Page -1030- 10/11/2011 Item 16.F.2. Media Description # of Insertions 2012 Projected O N D J F NORTH AMERICA (CANADA) Total $2,098,233 Canadian Television (Weather Channel) - Consumer :15/:15 &:10's 1/17/2011 - 3/6/2011 Canadian Weather - Consumer :15 Pre -Roll & Medium Rectangle 1/17/2011- 3/6/2011 TOTAL CANADA $24,000. Net Media Subtotal $1,286,233 Production $230,000 Digital /Social Management $200,000 Contingency $100,000 ` -ee $300,000 Total $2,098,233 42 Packet Page -1031- 10/11/2011 Item 16.F.2. NEW INITIATIVES UNDER CONSIDERATION FOR 2012 New Marketing Ideas - Presented by: Paradise Advertising & Marketing, Inc. Visitor Center Marketing: Given the increasing tendency for Collier County hotels to experience "walk -up" business, there is an increased emphasis on Visitor Center marketing to reach that transient visitor. In addition to in- county, selecting Florida State Visitor Centers along 1 -75 and 1 -4 (specifics to come) would reach visitors on their way to or from Southeast Florida even Lee County. Currently rack brochures and some point -of- purchase marketing are in place at two Collier Count Visitor Centers. In addition to expanding the number of places where visitor information is available, we will need stronger Point Of Purchase and collateral components, QR Tags or apps, videos, and interactive opportunities to generate more immediacy and stronger call to action. Technology makes it possible to project interactive images on the floor of a visitor center (or other location). By stepping on them or moving their feet or hands over them, people can cause the image to "react," just as if they had stepped in, for example, and actual pool of water. This sort of display has enormous magnetic appeal. People simply cannot ignore it. They have to walk over and try it out. The interactive display would be supported by appropriate point -of- purchase materials, videos, etc. to make it as easy as possible for consumers to act once we have piqued their interest. This sort of high- impact advertising could be used along 1 -75 and 1-4 in order to reach visitors on their way to or from other areas of Florida. PROJECTED COST: $40,000 n 43 Packet Page -1032- 10/11/2011 Item 165.2. 44 Packet Page -1033- 10/11/2011 Item 161.2. New Marketing Ideas Presented by: Paradise Advertising Including the one where you return for free. QShare what you're enjoying on the Paradise Coast Naples Marco Island for a chance to win a getaway.ParadiseCoast.com Everglades PA pA61BE CF,kA6 T^ Since we know that peer review is the most trusted source of information about vacation destinations, and since we also know that the Paradise Coast has extraordinary customer satisfaction ratings, we will create opportunities for consumers to share their thoughts about their trips. What you see above, is a card that could be left on the pillow of guests at hotels in Collier County. It asks people to go online (using a handy QR code) and send a note (and perhaps pictures as well) to a friend about what they've been doing during their visit. When they do, they will automatically be entered into a drawing to win a free return trip. Customized versions of the cards could be created for the major hotel. In addition, this sort of promotion could help us build our online database of people to whom we can market through follow -up emails and the like. This approach can provide more opportunities for feedback /reviews on the Paradise Coast website. It can also encourage partners to gather more guest reviews on their properties and service. PROJECTED COST: $7,500 45 Packet Page -1034- 10/11/2011 Item 16.F.2. New Media Ideas: Presented by: Paradise Advertising & Marketing, Inc. "The Weather in Paradise" Campaign In one of our Northern cold- weather target markets, we would purchase a conspicuous outdoor board in the winter months. It will bear a picture of the sunny beaches of the Paradise Coast, and more importantly an electronic readout of the current temperature on them. Scarcely anything could be more persuasive to a guy slogging through the slush in Chicago or Philadelphia or New York on a bitter cold and windy day. So people can act on their urge to experience balmy weather in the middle of winter. The board would also feature QR tag that would take them directly to a site where they could learn more about the charms of the area and book a trip. 46 Packet Page -1035- 10/11/2011 Item 165.2. PROJECTED COST: $200,000 New Digital/ Interactive Ideas Presented by: Paradise Advertising "Find Paradise" on Facebook Contest To succeed in the realm of social media, you have to go beyond simply getting "followers" or "likes." Your target audience must genuinely engage with your brand. To make that happen, we will create a game in the photo section of the Collier County CVB Facebook page. The contest would work like this. A sun logo (the one from the CVB's logo) will be hidden in a picture in the photo section every day. (The section should be filled with as many beauty shots of the Paradise Coast as possible so that while people play the game they simultaneously acquaint themselves with the charms of the area.) The first person to find it and claim it by tagging it (a feature that is already available on Facebook) will win the prize. In the image above, the sun log is on the dress of the woman on the right, on her right thigh. 47 Packet Page -1036- 10/11/2011 Item 16.F.2. PROJECTED COST: $25,000 Projected cost of New Initiatives Not Currently Budgeted: - Behavioral Targeting (January - August) $ 50,000 - 1- 75 Visitor Center Presence (Annual) $ 40,000 - Trade Show Morning Television Blitz (5 Key Shows) $ 50,000 - Top 25 Meeting Planner Initiative $ 15,000 - Targeted Airport/Shopping Mall Presence $ 150,000 - "That's Why They Call It Paradise" Boards $ 200,000 - "Sweet Dreams" $ 7,500 - Niche Media for Key Events $ 55,000 - Find Paradise on Facebook $ 25,000 - The Suite Life $ 75,000 - Spot Television - All Markets $1,000,000 TOTAL FOR ALL NEW INITIATIVES $1,767,600 48 Packet Page -1037- 10/11/2011 Item 16.F.2. New Fulfillment Initiatives Presented by: Phase V, Inc. Telephone System Upgrade: August 2011 • Upgrade Telephone Switch Designed to give more efficient: - Routing & handling of calls - Call attempts - Insure we keep our 100% reliability • Change Telephone Carrier • Offer more enhanced toll free service • Allow special marketing in various cities - provide local number in each city • Inexpensive time of day routing - automatic call forwarding to Phase V Ink let Addressing Machine • Database retrieval from server • Inline labeling & post -it note system • Intelligent Mail Barcode technology - least cost postage • High speed dryer - ink jet on multiple paper stock & paper coatings types Computerized Software Shipping System (CPS) • Dramatically boosts domestic and international shipping efficiency and reduces shipping expenses • Reduces errors • Provides a seamless connection to in -house systems: - Increases business rule compliance - Automatically shops between carrier services for best rate for normal or time sensitive shipments - Empowers shippers with real -time decision making tools 49 Packet Page -1038- 10/11/2011 Item 16.F.2. New Search Engine Optimization (SEO) and Marketing (SEM) Initiatives Presented.by: Sales & Marketing Technologies, Inc. Back to Search Engine Optimization (SEO) Basics • Optimize Meta Tags • Optimize onsite content for keyword phrases • Create an internal linking strategy to be implemented • Keyword Research to identify new opportunities • Create an off -site back linking strategy (guest posts on blogs, forums, etc.) • Establish quarterly strategy for keyword set to focus on • Determine and track conversions (Google Code on "Thank You" pages) — Signups for e- newsletters — Request for Visitor's Guide — Meeting Planner's RFP request • Support improving Paradise Coast's appeal to "younger" visitors utilizing specific Pay Per Click (PPC) campaigns calling out all of the great outdoor activities, family opportunities, etc. Drive visitors to specific landing pages. Examples of things that we could focus on: — Paddle- boarding (this sport has seen a huge spike in interest in the last 12 months) — Everglade Tours — Eco Tours — Naples Zoo — Sailing Opportunities — Set a conversion such as requesting a Visitor's Guide to be able to track success. 50 Packet Page -1039- 10/11/2011 Item 165.2. 2012 ARTS & CULTURE PLAN Overview: Our area is blessed with an abundance of arts and cultural offerings and events that most communities our size do not possess. Those offerings include a vibrant performing and visual arts scene, historic downtown district and superb area museums. These offerings are a great addition to a visit to the Paradise Coast and in some cases are strong enough to be a reason to visit on their own. Per our 2009 Tourism Impact Study, over 16% of visitors are attracted to our destination by cultural activities. Objectives: The overall objective of this marketing effort is to promote our many arts and cultural offerings. Situation Analysis: • United Arts Council of Collier County (UAC) is the official arts organization for our area. They maintain a website at uaccollier.com that lists all the arts organizations and events in our area. A hyperlink to the UAC site is included on the homepages of both Events and Arts & Culture sections within the CVB's Web site. The UAC also publishes a monthly calendar of events that the CVB supports with a TDC grant. • Special Events: November has been designated by the UAC as Celebrate the Arts Month to promote the local arts and cultural community and to involve more residents and visitors in cultural activities. In addition, a number of strong arts and cultural events take place throughout the year, with the exception of summer. • Continued Growth: This market segment continues to expand, and with limited staff, may need to look to private sector assistance from supporters of this segment to sustain and grow its future potential. Strategies: • Dedicated Arts & Culture Section within destination website: This section includes expanded partner listings with ability to contain descriptive information, images, hyperlink and special offers. Webpage also links to various arts & culture related web videos and articles. • Arts, Culture & Heritage Printed Guide: Printed in early 2009, this piece continues to be used as fulfillment of inquiry and distribution at trade shows. As 51 Packet Page -1040- 10/11/2011 Item 16.F.2. printing the piece is costly, an update or reprint in the coming year would only be possible with financial assistance from Visit Florida grants or partner support. Arts & Culture Plan Cont. • Arts, Culture & Heritage Digital Guide: This piece was created as well in 2009 to expand on the information available in the printed guide. This also provides a more interactive environment for potential visitors to learn about area arts and culture offerings through video, audio, rotating images and hyperlinks to partner Web sites. This guide is currently available on the destination Web site as well as offered to partners for display on their respective Web sites. • Dedicated Consumer E- newsletter: To promote the Celebrate the Arts Month in November, the monthly consumer e- newsletter for October deployment centers on our arts and culture offerings, and includes a hyperlink to the digital Arts, Culture & Heritage Guide. • Create an updated and enhanced digital Arts, Culture & Heritage Guide. Also, team to explore ways to expand distribution and increase flexibility of updating the guide. • Work with United Arts Council to increase distribution of printed Calendar of Events and build an enhanced digital version for wider distribution. • Identify group transportation partner to offer organized tours of our museums and art galleries. • Research cultural publications that will provide an opportunity to increase the branding message via use of half page full color arts and culture advertisements. • Encourage the development of multiple day cultural events that showcase one or more venues. Package hotels with event tickets, dining and shopping discounts to attract out of market visitors. 52 Packet Page -1041- 10/11/2011 Item 161.2. The CVB has a variety of publications and brochures that are in print and or digital format. Several of these publications will be updated during FY 12. All of these materials have co -op advertising opportunities for our partners. These include: • Annual Visitor Guide (new copy, feature sections, photography). Delivery Dec. 2011 • Official Visitor Map (Enhancements include more attraction points of interest and possible digital version. Delivery scheduled for March 2012 • Meeting Planner materials: Revised website section and reprint of one page • Golf Guide: Revised and reprinted in May of 2012 with digital component planned • Wedding Market: Postcard and e- newsletter will be developed to replace the current brochure for responding to wedding and honeymoon information inquiries from our advertising. Delivery in October 2011 • Sports Market: all materials will be converted to digital to support a newly designed website. Delivery in November 2011. • Arts & Culture Market: Currently this market has a very complete digital guide on our website. This will be enhanced and updated and be ready for use in January 2012 • Preferred Pass: US, German and UK versions are in sufficient quantities for another year. • German Visitor Guide: Quantities are sufficient for 2012 • Consumer Website: (www.paradisecoast.com ): New homepage design and listing redeployment will go live in October 2012. • German Website (www.paradisecoast.de ) just launched in August a new design. Additional changes will be forthcoming as US consumer enhancements are rolled out. • UK Website (www.paradisecoast.co.uk will undergo a redesign in November 2011 to mirror the US consumer site. 53 Packet Page -1042- IW 10/11/2011 Item 161.2. FY 2012 AIR SERVICE SUPPORT PLAN With air service as the most commonly used transportation mode of our visitors, it is imperative that we continue to foster partnerships with our local airports. Of the visitors arriving by air, over 60% fly into Southwest Florida International Airport (RSW), followed by Miami International Airport (MIA), Tampa International (TPA) and Orlando /Sanford International Airport. As the largest commercial airport serving the county, the Southwest Florida International airport will be the main focus of our efforts, as well as the local Naples Municipal Airport. Strategies include developing new scheduled and chartered flights to Southwest Florida and specifically for the Southwest Florida International Airport (RSW), in developing ways to ensure visitors are aware of the destination's close proximity. Additionally, we look to expand efforts targeting the fly -drive markets, mainly Miami, Tampa, and Orlando. Currently, Visitor Guides and maps are distributed at the Orlando- Sanford International Airport through a cooperative effort with the Seminole County CVB, and we are pursuing similar opportunities with other airport partners. The following provides an overview of aid service to Southwest Florida International Airport (RSW): • Serves 5 counties: Lee, Collier, Charlotte, Hendry, and Glades (1 million+ residents) • Served more than 7.5 million passengers in 2010 and is one of the top 50 U.S. airports for passenger traffic (7,514,316) • Approximately 21,000 daily passengers • Average 220 Flights Daily • Biggest Connecting cities: Atlanta, Boston, Chicago, Cleveland, and New York • 47 Nonstop destinations (43 Domestic, 4 International) provided by 20 different air carriers: Domestic Direct Air Service (Partial List): 1. Atlanta (ATL) a. AirTran Airways b. Delta Air Lines 2. Atlantic City (ACY) a. Spirit Airlines 3. Baltimore (BWI) 54 Packet Page -1043- 10/11/2011 Item 16.F.2. a. AirTran Airways b. Southwest Airlines Domestic Direct Service Cont: 4. Bloomington - Normal (SMI) a. AirTran* 5. Boston (BQS) a. JetBlue c. AirTran Airways* 6. Buffalo (BUF) a. AirTran Airways* b. jetBlue* 7. Canton -Akron (CAK) a. AirTran Airways* 8. Charlotte (CLT) a. US Airways 9. Chicago - Midway (MDW) a. Southwest Airlines 10. Columbus (CMH) a. AirTran Airways 1 1 . Dallas (DFW) - Fort Worth a. American Airlines 12. Denver (DEN) b. Frontier Airlines 13. Detroit (DTW) - Metro a. Delta Air Lines b. Spirit Airlines 14. Flint (FNT) a. AirTran Airways* 15. Grand Rapids (GRR) a. AirTran Airways 16. Hartford (BDL) a. Delta Air Lines' 17. Houston - intercontinental (IAN) a. Continental Airlines 55 Packet Page -1044-