Agenda 05/25/2010 Item #10B
EXECUTIVE SUMMARY
Agenda Item No. 10B
May 25.2010
Page 1 of 27
Recommendation to accept the Return on Investment (ROI) report on the enhanced
tourism marketing program in the 1st Quarter 2010 using funds transferred from
Catastrophe and Major Beach Renourishment Reserves.
OBJECTIVE: Review the report on the ROI ofthe redirection of funds for marketing in FY 10.
CONSIDERATIONS: On December I, 2009, the Board of County Commissioners
unanimously approved (5-0, Item 16F4) additional tourism promotion funding from Catastrophe
and Major Beach Renourishment Reserves (Fund 195). The additional funds were to help Collier
County react to the world-wide economic downturn and attract new and repeat visitors to our
community. These additional funds were to be added to previously approved emergency
advertising funds and prior year carry forward funds to assist the Convention & Visitors Bureau
(CVB) to expand and extend their destination marketing, research and promotional efforts to a
more year-round effort.
At that time, the BCC requested that the results of the investment of those additional advertising
and promotion funds be reported back to the BCC in May 2010. The attached PowerPoint
presentation outlines the results ofthe new marketing efforts that were funded by that transfer of
funds. Staff is requesting that the BCC review the results ofthe first quarter 2010 campaign. We
plan to return to the BCC prior to the start of FY ] I to discuss a similar campaign and
reinvestment of funds. By that time staff will have an opportunity to assess the potcntial impacts
of the Deep Horizon spill, the summer Hurricane season and our efforts to obtain FEMA
reimbursements for expenses incurred during prior hurricane events.
FISCAL IMPACT: There is no fiscal impact of this report review at this time.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management plan
from this action.
LEGAL CONSIDERATIONS: This item has been reviewed by the County Attorney's Office
and is legally sufficient for Board Action- CMG
ADVISORY BOARD RECOMMENDATIONS: The TDC recommended in October of 2009
the transfer of $1 million per year for two years to offset the world-wide economic downturn and
promote Collier County year-round as a destination of choice for vacationers and meeting
attendees. They will review the ROl report at their May 24, 201 0 meeting.
The Coastal Advisory Cornnlittee (CAC) met on August 13, 2009 and voted 6-2 to oppose the
redirection and reallocation of beach reserve funds.
RECOMMENDATION: That the Board of County COlIUnissioners reviews the Return on
Investment (ROl) report on the enhanced tourism marketing program in the 1st Quarter 2010
using funds transferred from Catastrophe and Major Beach Renourishment Reserves.
PREPARED BY: Jack Wert, Tourism Director
Agenda Item No, 10B
May 25, 2010
Page 2 of 27
,--.
COLLIER COUNTY
BOARD OF COUNTY COMMISSIONERS
Item Number:
Item Summary:
10B
Recommendation to accept the Return on Investment (ROI) report on the enhanced tourism
marketing program in the 1 st Quarter 2010 using funds transferred from Catastrophe and
Major Beach Renourishment Reserves (Jack Wert, Tourism Director)
Meeting Date:
512512010 9:00:00 AM
Prepared By
Jack Wert
Director ~ Tourism
Date
T ou rism
Tourism
5/13/20104:14:40 PM
Approved By
Jack Wert
Director ~ Tourism
Date
Tourism
Tourism
5/13/20104:26 PM
Approved By
Colleen Greene
Assistant County Attorney
Date
County Attorney
County Attorney
5/14/20108:43 AM
Approved By
OMS Coordinator
Date
County Manager's Office
Office of Management & Budget
5/14/20103:09 PM
Approved By
Jeff Klatzkow
County Attorney
Date
5/14/20103:23 PM
Approved By
Leo E. OChs, Jr.
County Manager
Date
County Managers Office
County Managers Office
5/'19/20101:52 PM
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Agenda Item No, 10B
May 25.2010
Page 25 of 27
EXECUTIVE SUMMARY
Recommendation that the Board of County Commissioners approves a Budget
Amendment in the amount of $1 ,000,000 pursuant to Ordinance 2009-58
increasing the adopted budget for tourism promotion, advertising and marketing
as appropriated within Fund (184).
OBJECTIVE: Increase the adopted budget for tourism marketing, promotion and
advertising consistent with previous action by the Board of County
Commissioners.
CONSIDERATIONS: The Board of County Commissioners discussed on
October 27, 2009 and approved on November 10, 2009 - pursuant to Ordinance
2009-58 - the transfer of $1,000,000 from Fund (195) catastrophe and beach
renourisment reserves to tourism marketing and promotion Fund (184). This
movement of funds is for one year and is intended to support promotion and
advertising during this current economic downturn. The following table provides a
description of the adopted and amended operating appropriations as proposed
for FY 2010 within Tourism promotion advertising Fund (184).
Appropriation Object FY 2010 Adopted FY 2010 Amended Variance
Code Description Budget Budget - Proposed
Other Contractual - $6,000 $6,000 $0
Tourism Research
Other Contractual $1,416,200 $1,641,200 $225,000
Services - Contracts for
public relations, local
media, research,
oversees media
consulting and various
marketing support
expenses
Out of County Travel $95,300 $95,300 $0
PostaQe and FreiQht $2,000 $2,000 $0
Insurance General $16,700 $16,700 $0
Printing $25.000 $25,000 $0
Marketing and $2,173,000 $2,948,000 $775,000
Promotion - Paid
Advertising and
Production including
,..Paradise Advertising,
Press Release
Distributions, Individual
and Group FAMS, Video
Releases
Dues and Memberships $158,800 $158,800 $0
Total $3,893,000 $4,893,000 $1,000,000
Agenda Item No, 10B
May 25, 2010
Page 26 of 27
New Fall Southeast Florida Leisure Campaign
Markets: Miami/Ft. Lauderdale and West Palm Beach
. Timing: November 2009
Spot Television: Early Morning "Roadblock" across ABC, CBS, NBC &
Fox Networks
Monday - Wednesday; 1 commercial per hour airing from 5-9 am
Cable Television Monday - Wednesday; 6 PM to Midnight Primetime
Enhanced Winter Leisure Campaign
Addition of Philadelphia
Enhanced schedule in Chicago
Enhanced schedule in New York
TOTAL Enhanced Media
Timing: January - March, 2010
Media: Early Morning "Roadblock" across ABC, CBS, NBC and FOX
Cable television to add primetime timeframe for additional reach
Online marketing on weather-related channels to add continuity of
message delivery
Digital Marketing to include social, mobile, interactive digital media
TOTAL MARKETING AND PROMOTION ENHANCEMENTS $775,000
$117,000
$275,000
$187,500
$195,500
$658,000
· Additional Marketing Projects To Include:
Visitor Center Coordinator Position
(Chamber Employee split funded with Tourism)$ 50,000
Consolidated Visitor Guide
(Destination Guide combining Chambers
and CVB publications
Sales Familiarization Tours & Events
PR Media Event in New York
Consumer & Inti. Website Enhancements
Enhanced ROI Research Studies
TOTAL ADDITIONAL PROJECTS
$ 50,000
$ 25,000
$ 25,000
$ 50,000
$ 25,000
$225,000
FISCAL IMPACT: A budget amendment in the amount of $1,000,000 will be
necessary to move funds from Fund (195) Beach RenourishmentlPass
Maintenance reserves to the appropriate object codes within Tourism Promotion
and Advertising Fund (184).
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth
Management Plan with this action.
LEGAL CONSIDERATIONS: This item has been reviewed by the County
Attorney's Office and is legally sufficient for Board action. - CMG
Agenda Item No, 10B
May 25, 2010
Page 27 of 27
RECOMMENDATION: That the Board of County Commissioners approves a
budget amendment in the amount of $1,000,000 transferring funds from Fund
(195) Beach RenourishmenUPass Maintenance reserves to the appropriate
object codes within Tourism Promotion and Advertising Fund (184),
SUBMITTED BY: Jack Wert, Tourism Director