Agenda 11/08/2011 Item #16F2�1 EXECUTIVE SUMMARY
n
11/8/2011 Item 16.F.2.
Recommendation to approve the recognition of Carry Forward in Tourism
Promotion Fund 184 fora Fall and enhanced Winter Marketing Plan and
authorize the Chairman to sign Change Order #2 to Contract #10 -b541 with
Paradise Advertising and Marketing, Inc. In the amount of $350,000 for this
purpose and authorize all necessary budget amendments.
OBJECTIVE: Recognize funds carried forward in Tourism Promotion Fund 184
from FY 11 for use in FY 12 marketing efforts.
CONSIDERATIONS: The Tourist Development Council (TDC) requested that
staff prepare an agenda item for consideration by the Board of County
Commissioners to recognize additional carry forward funds in Tourism Promotion
Fund (184) and appropriate $350,000 to provide a fall marketing campaign and
enhancements to the first quarter 2012 Northern US campaign. The carry
forward amount is due in part to additional FY 11 tourist tax revenue over
forecast and proceeds from a legal settlement with online travel company sales
of hotel rooms.
The approximate expenditures for the $350,000 will be allocated along these
guidelines:
Up to $155,000 for a Fall television, digital and social media campaign in
the Florida markets of Miami /Ft. Lauderdale, Palm Beach and Orlando.
Up to $195,000 to enhance the existing television, digital and social media
advertising and promotion campaign in New York and Chicago, and for a.
new advertising and promotion campaign in Boston, Philadelphia and
Washington D.C.
FISCAL IMPACT: Additional unbudgeted carry forward in the amount of
$350,000 is available in Tourism Promotion Fund (184). The positive variance is
attributable to TDC proceeds from the OTC law suit and greater Tourist Tax
revenue than anticipated in FY 11. A budget amendment will be required
increasing carry forward and increasing the promotion and marketing budget.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth
Management plan with this action.
LEGAL CONSIDERATION: This item has been reviewed by the County
Attorney's Office, is legally sufficient, and requires majority vote. — CMG
ADVISORY BOARD RECOMMENDATION: The Tourist Development Council
unanimously (9-0) recommended this action on October 24, 2011.
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11/8/2011 Item 16. F.2.
RECOMMENDATION: That the Board of County Commissioners approve the
recognition of Carry Forward in Tourism Promotion Fund 184 for a Fall and
enhanced Winter Marketing Plan and authorize the Chairman to sign Change
Order #2 to Contract #10 -5541 with Paradise Advertising and Marketing, Inc. in
the amount of $350,000 for this purpose and authorize all necessary budget
amendments.
SUBMITTED BY: Jack Wert, Tourism Director
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COLLIER COUNTY
Board of County Commissioners
Item Number: 16.F.2.
11/8/2011 Item 16. F.2.
Item Summary: Recommendation to approve the recognition of Carry Forward in Tourism
Promotion Fund 184 for a Fall and enhanced Winter Marketing Plan and authorize the
Chairman to sign Change Order #2 to Contract #10 -5541 with Paradise Advertising and
Marketing, Inc. in the amount of $350,000 for this purpose and authorize all necessary budget
amendments.
Meeting Date: 11/8/2011
Prepared By
Name: GreenKelly
Title: Tourist Development Tax Coordinator,Tourism
10/26/2011 3:34:30 PM
Submitted by
Title: Director - Tourism,Tourism
Name: WertJack
10/26/2011 3:34:32 PM
Approved By
Name: WertJack
Title: Director - Tourism,Tourism
Date: 10/26/20114:58:21 PM
Name: WoodLyn
Title: Contracts Specialist,Purchasing & General Services
Date: 10/27/20118:29:26 AM
Name: CarnellSteve
Title: Director - Purchasing /General Services,Purchasing
Date: 10/27/2011 2:26:28 PM
Name: GreeneColleen
Title: Assistant County Attorney,County Attorney
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Date: 10/27/20113:14:44 PM
Name: KlatzkowJeff
Title: County Attorney,
Date: 10/28/2011 1:46:42 PM
Name: FinnEd
Date: 11/1/20112:57:46 PM
Name: IsacksonMark
11/8/2011 Item 16.F.2.
Title: Director -Corp Financial and Mgmt Svs,CMO
Date: 11/1 /2011 3:18:24 PM
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C;OMr Comity
Aitmstl Sevices Dmsicn
/00"\. Purchasing
® Contract Change Request
11/8/2011 Item 16.17.2.
Purchasing Department
Change Modification Form
❑ Work Order Modification
Contract #: 10-
Mod #: 2
PO/Work Order #:
Project Name:
5541
$3,100,000
4500132032
Tourism Marketing Services
Project #: n/a
Project Manager:
Department:
Contractor /Firm Name: Paradise
Dollar Amount of this Change
Jack Wert
Tourism
Advertising and Marketing, Inc.
Original Contract/Work Order Amount
$2,'300,000
3/22 " /.1 f,
Original BCC Approval Date; Item # 10B
Current BCC Approved Amount
$3,100,000
7/26111
Last BCC Approval Date; Item # 10D
Current Contract/Work Order Amount
$3,1"001'000
9/3012012
SAP Contract Expiration Date (Master)
Dollar Amount of this Change
$350 000:00:
50.00%
Total Change from Original Amount
Revised Contract/Work Order Total
$3,450,000.00
Enhanced marketing opportunities
11.29%
Change from Current BCC Approved Amount
Cumulative Changes
$1,150,000.00
f2. Provide detailed rationale for the requested change: Funding for a fall marketing campaign was unanimously
11.29%
Change from Current Amount
Completion Date, Description of the Task(s) Change,, and Rationale for the Change-
Original notice to proceed
Last approved completion date: n/a
Revised completion date (includes this
completion date: n/a
change): n/a
Number of days added (if
Explain why additional days are needed (detailed /specific):
extension, must attach current
insurance certificate(s) from SIRE
n/a
or obtain from vendor
Add new task(s) Change task(s)
Delete task(s) Other (specify):
Enhanced marketing opportunities
Provide a detailed and specific explanation of the requested change(s) to the task(s):
Add to contract up to $350,000 to provide a new fall 2011 marketing and advertising campaign in Florida and an
enhanced marketing campaign in New York and Chicago and a new campaign in Boston, Washington DC and
Philadelphia.
f2. Provide detailed rationale for the requested change: Funding for a fall marketing campaign was unanimously
recommended (9 -0) to the Board of County Commissioners by the Tourist Development Council on October 24, 2011.
3. Provide explanation why change was not anticipated in original scope of work: Additional funding for an enhanced
Fall marketing campaign and new northern markets was not approved or anticipated at the time the current agreement
with Paradise Advertising and Marketing, Inc. was renewed.
4. Describe the impact if this change is not processed: Processing of this Change Order will allow recognition of FY 11
carryforward funds to provide a Fall marketing campaign to promote the destination in advance of the planned winter
I campaign and to enhance the first quarter 2012 campaign. If these funds are not recognized for current fiscal year
expenditures, our destination will lose the ability to influence early first quarter 2012 travel plans resulting in lost market
I share to competing Florida destinations.
Type of Change /Modification
❑ 1. Planned Elective
® 2. Unforeseen conditions /circumstance ( ❑ 3. Quantity or price adjustment
❑ 4. Correction of error(s)
5. Value added I ❑ 6. Schedule adjustment
Change Requested By
❑ Contractor /Consultant 1 0 Owner I Z Using Department
Desi n Professional ! Re ulato A enc s eci ❑ Other s eci ):
irchasing Professional Participated in Negotiation of Change / Modification: ❑ Yes ® No
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Revised: 7127111
1
Date: 1 i 11/8/2011 Item 16.F.2.
I Name and Title: Jack Wert, Tourism Director I I
Reviewed by: Date: &'�' / f
Procurement Strategist's Name: ' :% - I It r I
Revised: 7/27/11
2
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v
CHANGE ORDER.
CHANGE ORDER NO.')
TO: Paradise Advertising and Marketing. Inc.
150 Second Ave. N.. Suite 800
St. Petersburg. FL 33701
DATE: l Ot24i2011
PROTECT NAME: Tourism Marketing Services
Under our AGREEMENT dated March 22.2011
11/8/2011 Item 16. F.2. -
CONTRACT NO. 10 -5541
BCC Date: 3/22 /2011
Agenda Item: 10B
You hereby are authorized and directed to make the following change(s) in accordance with
terms and conditions of the Agreement: Up to $350,000 to provide a fall marketing campaign and
enhancements to the 2012 first quarter Northern US winter campaign- as follows:
• Up to $155,000 for a Fall television, digital and social media campaign in the Florida markets
of Miami /Ft. Lauderdale, Palm Beach and Orlando.
• Up to $195,000 to enhance the existing television, digital and social media advertising and
promotion. campaign in New York and Chicago, and for a new advertising and promotion
campaign in Boston, Philadelphia and Washington D.C.
FOR THE (Additive) Sum of. $350.000; Three hundred fifty thousand dollars.
Original Agreement Amount $2.300.000
Sum of Previous Changes $ 800.000
This Change Order add $ 350.000
Present Agreement Amount $3.450.000
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11/8/2011 Item 16. F.2.
The time for completion shall be increased or decreased by n/a calendar days due to this Change Order.
Accordingly, the Contract Time is now n,a calendar days. The substantial completion date is n`a and
the final completion date is n /a.. Your acceptance of this Change Order shall constitute a modification
to our Agreement and will be performed subject to all the same terms and conditions as contained in
our Agreement indicated above, as fully as if the same were repeated in this acceptance. The
adjustment, if any, to the Agreement shall constitute a full and. final settlement of any and all claims of
the Contractor arising out of or related to the change set forth herein, including claims for impact and
delay costs.
Date:
ATTEST: BOARD OF COUNTY COMMISSIONERS OF
COLLIER COUNTY FLORJDA
Dwight E. Brock, Clerk
BY: _ BY:
Fred W. Coyle, Chairman
CONTRACTOR:
Paradise Advertising and Marketing, Inc.
No
Cedar Hames. President
Approved As To Form
d egal Sufficiency:
Assistant Countv Attorney
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