Agenda 05/25/2010 Item #16F 5
EXECUTIVE SUMMARY
Agenda Item No. 16F5
May 25,2010
Page 1 of 8
Recommendation to approve Change Order #2 on Contract 07-4169 with Research Data
Services, Inc. for up to $25,000 in additional research services for focus groups and
measuring the return on investment on additional TDC marketing funds utilized in FY 10
in accordance with their agreement with Collier County and authorize the Chairman to
execute the Change Order.
OBJECTIVE: Approve Change Order #2 for additional expenditures of up to $25,000 for
expanded focus group research and ROI reporting with Research Data Services, Inc.
CONSIDERATIONS: On December I, 2009, the Board of County Commissioners
unanimously approved (5-0, Item 16F4) additional tourism promotion funding from beach
renourishment reserves. (Executive Summary attached). 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 (CYB) to expand and extend their destination marketing,
research and promotional efforts to a more year-round effort.
This Change Order action is part of that approval of additional tourist tax funding, a portion of
which was allocated to Research Data Services, Inc for additional focus group research and
Return on Investment (ROI) reporting purposes,
FISCAL IMPACT: Funding for this expenditure is included in the $] ,000,000 approved
additional tourism promotion funding and has been transferred via budget amendment from
Beach Reserve Fund 195.
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
RECOMMENDATION: That the Board of County Commissioners approves Change Order #2
on Contract 07-4169 with Research Data Services, lnc, in the amount of $25,000 for additional
research services for focus groups and measuring the return on investment on additional
marketing funds utilized in FY 10 in accordance with their agreement with Collier County and
authorizes the Chairman to execute the Change Order.
PREPARED BY: Jack Wert, Tourism Director
Item Number:
Item Summary:
Meeting Date:
Agenda Item No. 16F5
May 25, 2010
Page 2 of 8
COLLIER COUNTY
BOARD OF COUNTY COMMISSIONERS
16F5
Recommendation to approve Change Order #2 on Contract 07-4169 with Research Data
Services, Inc. for up to $25,000 in additional research services for focus groups and
measuring the return on investment on additional TDC marketing funds utilized in FY 10 in
accordance with their agreement with Collier County and authorize the Chairman to execute
the Change Order.
5/25/20109:00:00 AM
Director - Tourism
Date
Prepared By
Jack Wert
Tourism
Tourism
5/11/20103:46:01 PM
Date
Approved By
Lyn Wood
Administrative Services
Division
Contracts Specialist
Purchasing & General Services
5/11/20103:49 PM
Approved By
Date
Jack Wert
Tourism
Oi rector - Tourism
Tourism
5/11/20104:39 PM
Approved By
Date
Steve Carnell
Administrative Services
Division
Director - PurchasingfGeneral Services
Purchasing & General Services
5/13120108:12 AM
Approved By
Assistant County Attorney
Date
Colleen Greene
County Attorney
County Attorney
5113120102:23 PM
Approved By
County Attorney
Date
Jeff Klatzkow
5/1312010 2:28 PM
Approved By
Date
OMS Coordinator
County Manager's Office
Office of Management & Budget
5113120103:29 PM
Date
Approved By
Leo E. Ochs, Jr.
County Managers Office
County Manager
County Managers Office
5/17120105:26 PM
CONTRACTIWORK ORDER MODIFICATION
CHECKLIST FORM
Agenda Item No. 16F5
May 25,2010
(l c:i~age 3 of 8
CONTRACT #: ~ MOD #:
DEPARTMENT: Tourism
2
PROJECT #: N \ I\-
Pot: 4500112114
PROJECT MANAGER: Jack Wert
WORK ORDER #: rJ ( ~
PROJECT NAME: Tourism Research Services
CONTRACTOR/FIRM NAME:
Research Data Services
Original Contract Amount:
$ 113,100.00
(Starting Point)
$_124,250.00
(Last Total Amount Approved by the BCC)
$_124,250.00
(Including All Changes Prior To This Modification)
Current BCC Approved Amount:
Current Contract Amount:
Change Amount:
Revised ContractIWork Order Amount:
$_ 25,000.00
$_ 149,250.00
(Including This Change Order)
Cumulative Dollar Value of Changes to
this ContractIWork Order:
$_36,150.00
Date of Last BCC Approval_912512007
Agenda Item # _16F6
Percentage of the change over/under current contract amount_20_%
Fonnula: (Revised Amount / Last BCC approved amount)-l
CURRENT COMPLETION DATE (S): ORIGINAL: onooina
This change order will: [21 Add a new Task for $ 25.000
Other
CURRENT:
o Increase Task Number _ by $
Describe the change(s):
Focus GrOUD Research Studv and additional return on investment (ROn tracking and reDorting
Specify the reasons for the change(s) r- 1. Planned or Elective r 2. Unforeseen Conditions r 3. Quantity
Adjustments r 4. Correction of Errors (Plans, Specifications or Scope of Work) r 5. Value Added
r 6. Schedule Adjustments Note: One or more may be checked, depending on the nature of the change(s).
Identify all negative impacts to the project if this change order were not processed: ROI trackina and reportina
would not be completed for year round marketina effort.
This change was requested by: r1Contractor/Consultant 171 Owner rl Using Department C COES
COesign Professional r1Regulatory Agency (Specify) r Other (Specify)
CONTRACT SPECIALIST PARTICIPATION IN NEGOTIATIONS: rYes
~ No
This fonn is to be signed and dated.
APPROVED BY:
.~ ~W(J.v:::r
Date:
5/10/10
REVIEWED BY:
Revised 4.J 0
Jack Wert, Project Manager '1
~ >>7 tL)~
Date:
$/;; j/{J
, ,
Agenda Item No. 16F5
May 25, 2010
Page 4 of 8
CHANGE ORDER
CHANGE ORDER NO.
2
CONTRACT NO. 07-4169
BCC Date: 9/25/07
Agenda Item: 16F6
TO: Research Data Services
3825 Henderson Blvd. Ste. 300
Tamna. FL 33629
DATE: 5/5/10
PROJECT NAME: Tourist Develo,pment Council Research Services
PROJECT NO.:
Under our AGREEMENT dated September 25
-' 2007 .
You hereby are authorized and directed to make the following change(s) in accordance with terms and
conditions of the Agreement:
Focus group research studies and additional return on investment (ROI) tracking and reporting
FOR THE (Additive) Sum of:
($ 25.000
Twenty five thousand dollars
).
Original Agreement Amount
$
113 100.00
Sum of Previous Changes
$
11.150.00
This Change Order add
$
25.000.00
Present Agreement Amount
$
149.250.00
The time for completion shall he (increase or decreas~) by _0__ calendar days due to this Change Order.
Accordingly, the Contract Time is now <--J calendar days. The substantial completion date
is and the final completion date is __' Your acceptance of this Change Order shall
constitute a modification to our Agreement and will he 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.
.^,gondQ Itoffi ~:e. 1"'0
May 25, 2010
Page 5 of 8
Accepted:
5/;01 ,20117.
o\VNER:
BOARD OF COUNTY COMMISSIONERS
OF COLLIER COUNTY, FLORIDA
By:
By:
Fred Coyle, Chainnan
ATTEST:
Dwight E. Brock, Clerk
BY:
~ved As To Fonn
G .a. n. d Le. gal Sufficiency:
{'01
(} Print Name:
Assistant County Attorney
I
Agenda Item No. 16F5
May 25,2010
Page 6 of 8
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 Countv Travel $95,300 $95,300 $0
Postage and Freight $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. 16F5
May 25, 2010
Page 7 of 8
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 RenourishmenUPass
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. 16F5
May 25, 2010
Page 8 of 8
RECOMMENDATION: That the Board of County Commissioners approves a
budget amendment in the amount of $1,000,000 transferring funds from Fund
(195) Beach Renourishment/Pass Maintenance reserves to the appropriate
object codes within Tourism Promotion and Advertising Fund (184).
SUBMITTED BY: Jack Wert, Tourism Director