Agenda 04/23/2019 Item #16F1 (Sponsorship Agreement - Tourism)04/23/2019
EXECUTIVE SUMMARY
Recommendation to approve and authorize the Chairman to execute the Sponsorship Agreement in
the annual amount of $440,035 between Collier County and MSNC, LLC dba Football University
for the 2019 and 2020 Football University National Championships and make a finding that the
sponsorship expenditures promote tourism.
OBJECTIVE: Recommend the sponsorship of the Football University National Championships in
Collier County for the years 2019 and 2020.
CONSIDERATIONS: FBU has brought their National Football Championship for grades 6, 7 and 8 and
the Freshman All Star game to Collier County since 2015. Those events have grown from 12 teams in
2015, 24 teams in 2016 and to 40 teams in 2017 and 2018. This event brings national attention to Collier
County and attracts thousands of athletes and their families to our area in December when our hotels and
area businesses are in need of increased visitation.
This Sponsorship Agreement covers the 2019 and 2020 FBU National Championships. The terms and
conditions are itemized in Paragraph 3 A and outline three installment payments payable to FBU totaling
$400,000. FBU will provide Collier County with an invoice for each of the three installments. In
summary, the installments are as follows:
• Installment # 1 in the amount of $150,000 is payable to FBU within 45 days of approval of
notification of the beginning of the FBU Camps throughout the US where the “Path to Naples”
theme will be promoted to all participating teams.
• Installment # 2 in the amount of $150,000 is payable to FBU within 45 days of approval from the
conclusion of the annual Top Gun Football Camp in Rock Hill.
• Installment # 3 in the amount of $100,000 is payable to FBU within 45 days of approval of
receipt of evidence of the broadcast of the age bracket Championships being broadcast including
Collier commercials, and documentation of the overnight accommodations stays and direct visitor
spending by participants and spectators.
Collier County will assist FBU in the hosting of the FBU National Championships with year-round
promotion of the event on the Sports Tourism website, Facebook and Twitter channels; PR and media
assistance in promoting the Championships; and assistance with permitting and hotel accommodation
arrangements. The County will pay the cost of field rental to the Collier County School Board, North
Collier Regional Park and Park staff overtime, EMS services and game security directly to those vendors
in the amount of $40,035.
FISCAL IMPACT: $440,035 is available in Fund 184 in the Board approved FY 19 Tourism Division
Sports Event Sponsorship, as well as the cost of venue rentals, EMS and game security in Sports Event
Support.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan with this
Executive Summary.
ADVISORY BOARD RECOMMENDATION: The Tourist Development Council recommended
approval of this item 7-1 at the March 25, 2019 meeting.
16.F.1
Packet Pg. 2241
04/23/2019
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote
for approval. - CMG
RECOMMENDATION: To approve and authorize the Chairman to execute the Sponsorship Agreement
between Collier County and MSNC, LLC dba Football University for the 2019 and 2020 Football
University National Championships and make a finding that the sponsorship expenditures promote
tourism.
Prepared by: Jack Wert, Tourism Director
ATTACHMENT(S)
1. Vendor Signed FBU Sponsorship Agreement (PDF)
2. FBU Presentation (PDF)
3. FBU After Action Report (PDF)
16.F.1
Packet Pg. 2242
04/23/2019
COLLIER COUNTY
Board of County Commissioners
Item Number: 16.F.1
Doc ID: 8595
Item Summary: Recommendation to approve and authorize the Chairman to execute the
Sponsorship Agreement in the annual amount of $440,035 between Collier County and MSNC, LLC dba
Football University for the 2019 and 2020 Football University National Championships and make a
finding that the sponsorship expenditures promote tourism.
Meeting Date: 04/23/2019
Prepared by:
Title: Tourist Development Tax Coordinator – Tourism
Name: Kelly Green
04/10/2019 8:36 AM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
04/10/2019 8:36 AM
Approved By:
Review:
Tourism Jack Wert Director Review Completed 04/10/2019 9:54 AM
County Manager's Office Sean Callahan Executive Director- Corp Business Ops Completed 04/10/2019 10:20 AM
County Attorney's Office Colleen Greene Level 2 Attorney Review Completed 04/12/2019 1:17 PM
Office of Management and Budget Valerie Fleming Level 3 OMB Gatekeeper Review Completed 04/12/2019 2:38 PM
County Attorney's Office Jeffrey A. Klatzkow Level 3 County Attorney's Office Review Completed 04/12/2019 4:09 PM
Budget and Management Office Ed Finn Additional Reviewer Completed 04/13/2019 2:54 PM
County Manager's Office Nick Casalanguida Level 4 County Manager Review Completed 04/15/2019 2:37 PM
Board of County Commissioners MaryJo Brock Meeting Pending 04/23/2019 9:00 AM
16.F.1
Packet Pg. 2243
16.F.1.a
Packet Pg. 2244 Attachment: Vendor Signed FBU Sponsorship Agreement (8595 : FBU Sponsorship Agreement)
16.F.1.a
Packet Pg. 2245 Attachment: Vendor Signed FBU Sponsorship Agreement (8595 : FBU Sponsorship Agreement)
16.F.1.a
Packet Pg. 2246 Attachment: Vendor Signed FBU Sponsorship Agreement (8595 : FBU Sponsorship Agreement)
16.F.1.a
Packet Pg. 2247 Attachment: Vendor Signed FBU Sponsorship Agreement (8595 : FBU Sponsorship Agreement)
16.F.1.a
Packet Pg. 2248 Attachment: Vendor Signed FBU Sponsorship Agreement (8595 : FBU Sponsorship Agreement)
16.F.1.a
Packet Pg. 2249 Attachment: Vendor Signed FBU Sponsorship Agreement (8595 : FBU Sponsorship Agreement)
16.F.1.b
Packet Pg. 2250 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
Youth Football’s True National Event
16.F.1.b
Packet Pg. 2251 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
2017 Collier County becomes the official presenting
Sponsor of the FBU National Championship.
Path to Naples integrated into
event names and
#PathtoNaples used on all
platforms.
Paradise Coast logo
to be center piece on all player
jerseys.
16.F.1.b
Packet Pg. 2252 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
16.F.1.b
Packet Pg. 2253 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
2015
12 Teams
16.F.1.b
Packet Pg. 2254 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
2016
24 Teams
16.F.1.b
Packet Pg. 2255 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
2017
40 Teams
16.F.1.b
Packet Pg. 2256 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
2017-2018
FBU Freshman All-American Bowl
16.F.1.b
Packet Pg. 2257 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
Beach Front Media Session on Orientation Day
December 2018
16.F.1.b
Packet Pg. 2258 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
On Wednesday, December 19th we enjoyed
having the participants of the FBU Tournament visit
Lowdermilk Park, the City of Naples’ premier
beach front park, for a day of sun, fun, food and
relaxation!!
The event was well organized and the kids,
coaches and parents all seemed to have a great
time, were well behaved and were very respectful
to the park and staff.
Thank you for utilizing the Lowdermilk Park
concessionaire to provide the food and beverages
for this event. I am sure they appreciated the
business on a usually quiet day!
We hope this day of fun at Lowdermilk Park is a
part of the FBU Tournament for years to come!!
Mike Leslie, CPRP, Deputy Director
Community Services Department
2018 Beach Party -Lowdermilk Park
Athletes Enjoyed Sharing the Beach
with the Community
16.F.1.b
Packet Pg. 2259 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
Naples Hotels Utilized
16.F.1.b
Packet Pg. 2260 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
Hotel Testimonial
“This years’ experience with FBU, TEAMINN, and Mass Elite was top
notch. We had great communication from the onset in preparation
for the arrival of the Mass Elite Football Team. TEAMINN provided us
with a timely and accurate reservations list. PJ VandeRydt, Coach for
the Mass Elite team, was a pleasure to work with. His team behavior
was exemplary. We literally had no issues reported during their entire
stay. The kids stayed on schedules, and behaved in a courteous and
professional manner with all staff. Great event, and we would like to
welcome them again.”
Jacob Damouni
Resort Manager
Naples Grande Beach Resort
16.F.1.b
Packet Pg. 2261 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
Hotel Feedback
We have been one of the host hotels for FBU for three years.The
group continues to provide some much needed business during a
period that typically is very challenging for our property.Steve and
his team are excellent to work with.They are organized, active, and
prepared to assist the hotel with any challenges that may arise.
Susan Savino, CWP
Director of Conference Services
The Naples Beach Hotel & Golf Club
•Each Athlete and Parent signs a behavior agreement
•FBUNC paves the way for future sports endeavors in Naples
CODE OF CONDUCT
16.F.1.b
Packet Pg. 2262 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
$70,000
Local Employment
•Referees
•Operations Staff
•Truck Drivers
•Public Address Announcers
•CVB money to FBU goes
directly into the Naples
community
16.F.1.b
Packet Pg. 2263 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
Tax Dollars at Work
•CVB money goes directly into the Naples community
•Venues
•Security
•Athletic Trainers
•EMS
$86,000
16.F.1.b
Packet Pg. 2264 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
2018 EVENT OVERVIEW
Youth football’s biggest event returned to Collier County for the fourth year. Attracting 9U, 10U, 6th, 7th and 8th grade teams from across the Country. The Football University National Championships is a one of a kind tournament promoting youth football.
The Freshman All-American Bowl was held at Gulf Coast High School. The game showcased 70 of the top freshman players in the Country, including four Collier County athletes and three Collier County coaches. Prior to the Freshman All-American Game Naples High School faced Palmetto Ridge High School in the Special Olympics Florida –Collier County Flag Football Game.
At the end of the week, the weather presented a challenge and all but two of the Championship games were cancelled. Football University, Naples Marco Island Everglades CVB, Collier County Schools and North Collier Regional Park staff members came together to create a solution and four teams faced off for their Championship the following day on the new turf fields at North Collier Regional Park.
In closing, the event was a great success and all our event partners helped to ensure the player, their parents and friends enjoyed a great experience.
16.F.1.b
Packet Pg. 2265 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
CHAMPIONSHIP GAMES SCHEDULE
Wednesday, December 19-GULF COAST HIGH SCHOOL
7:30 PM: Freshman All American Game
Thursday, December 20-NAPLES HIGH SCHOOL
4:00 PM: 9U Championship
6:00 PM: 10U Championship
Thursday, December 20-GULF COAST HIGH SCHOOL
3:30 PM: 6th Grade Championship
6:00 PM: 7th Grade Championship
8:30 PM: 8th Grade Championship
16.F.1.b
Packet Pg. 2266 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
PRE-PLANNING / EVENT WRAP-UP
Conference Calls were held with FBU staff on a monthly and semi-
weekly basis to discuss event logistics and promotion
1.August 15, 2018
2.September 5, 2018
3.September 19, 2018
4.October 3, 2018
5.October 31, 2018
6.December 4, 2018
CVB & FBU Staff to discuss Social Media and Event Operations
7.December 12, 2018
8.December 21, 2018 –Post-Event Conference Call
16.F.1.b
Packet Pg. 2267 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
MEDIA
The 2018 Freshman All-American Championship Game was Live-Streamed on Eleven Sports Network. The telecasts originated from Gulf Coast High School. Eleven Sports is available on-line in 70 million homes worldwide in the United States.
Historically this media platform has been challenging to track and we are attempting to quantify the delivery numbers.
The County also received three thirty-second commercial spots during the American Family Insurance All-American Bowl in San Antonio. The game was aired live nationally on December 5th on NBC with an estimated 4.4 Million viewers.
16.F.1.b
Packet Pg. 2268 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
Media Deliverables
16.F.1.b
Packet Pg. 2269 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
National Championship Advertising
20 Total Commercials over 4 game span.
All Finals and Freshman All-American Game televised on ElevenSports
16.F.1.b
Packet Pg. 2270 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
Featured during FBU Freshman All-American Bowl.
In-Telecast Vignettes 16.F.1.b
Packet Pg. 2271 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
Paradise Coast Commercials on NBC National Telecast of All-
American Bowl
3 Commercials ($50,000 value per spot)
16.F.1.b
Packet Pg. 2272 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
2018 FBU National Championship Draw Show 16.F.1.b
Packet Pg. 2273 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
FBU National Championship Advertising Summary
•3 NBC Commercials valued at $150,000
•20 commercials on Eleven Sports
•PA Scripts at 96 games nationwide
•Facebook Live Draw Show with over 20,000 views
•PA Scripts during All-American Bowl in San Antonio, TX
•2 minute interview with FBU president on ESPN Radio
•Naples Marco Island Logo on Jumbotron 16x at Alamo Dome
•Path to Naples slideshow at all 22 FBU regional camps
•Power Slide Show at National Top Gun Event highlighting the Path to
Naples, Draw Show, and Bracket
16.F.1.b
Packet Pg. 2274 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
1,892,132
Impressions 584,726
Reach
Social Media
Official Hashtag of the FBU National
Championship
635,751
Impressions
Over 3 MILLION Impressions
Additional 8 million Secondary Imprints
16.F.1.b
Packet Pg. 2275 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
CVB SOCIAL MEDIA
Tourism Division Social Media initiatives in support of FBU National Championships:
Social Media Platform Accounts:
https://www.instagram.com/paradisecoast/
https://www.facebook.com/AthletesInParadise/
https://twitter.com/sportinparadise
Tourism Website Photo Wall
https://wall.crowdriff.com/live/99c18bb8-788b-471a-9fbb-b4b38396f400
Sports in Paradise Website
https://www.paradisecoast.com/sports/2018-fbu-national-championship
**The total spend for paid Social Media was $408.08 with a total reach of 30,729 individuals and 304 Click-thru’s to Championship website.
16.F.1.b
Packet Pg. 2276 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
16.F.1.b
Packet Pg. 2277 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
2018 ECONOMIC IMPACT
SOURCE: DESTINATIONS INTERNATIONAL EVENT CALCULATOR$1.5 MILLION DIRECT SPEND / $19,000 TDT
Event Impact Details
Destination: Naples, Marco Island, Everglades Convention & Visitors Bureau
Event Name: FBU 2018 2018
Organization:
Economic Impact Details
Direct
Indirect/Induced Total
Business Sales $1,496,192 $616,740 $2,112,932
Personal Income $548,708 $172,816 $721,524
Jobs Supported
Persons 471 54 526
Annual FTEs 16 2 18
Taxes and Assessments
Federal Total $140,804 $51,957 $192,760
State Total $120,612 $21,154 $141,766
sales $95,476 $10,793 $106,269
income $0 $0 $0
bed $0 - $0
other $25,136 $10,361 $35,498
Local Total (excl. property) $33,073 $5,687 $38,759
sales $0 $0 $0
income $0 $0 $0
bed $19,277 - $19,277
per room charge $0 - $0
tourism district $0 - $0
restaurant $0 $0 $0
other $13,795 $5,687 $19,482
property tax $27,142 $6,929 $34,072
Event Return on Investment (ROI)
Direct local tax ROI (net property taxes)
Direct Tax Receipts $33,073
DMO Hosting Costs $488,585
Direct ROI ($455,512)
Net Present Value ($464,914)
Direct ROI (%) -93%
Total local tax ROI (net property taxes)
Total Local Tax Receipts $38,759
Total ROI ($449,826)
Net Present Value ($459,110)
Total ROI (%) -92%
Estimated Room Demand Metrics
Room Nights (total) 2,861
Room Pickup (block only) 2,861
Peak Rooms 537
Total Visitor Days 7,725
16.F.1.b
Packet Pg. 2278 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
2018 FINANCIALS
FBU EVENT SPONSORSHIP-2018
Event Venues Actual Rental Fees
Additional
Costs
Cancellation
Costs Total Actual Net Cost
Barron 12,331.06$
Naples 3,304.00$
Palmeto Ridge 1,822.00$
Gulf Coast 12,928.00$
Golden Gate 1,746.00$
Lely 1,746.00$
Fleishmann 5,800.00$ 644.00$ 644.00$
Community School 5,212.00$ 600.00$
North Collier Regional Park 4,911.44$ 800.00$ 5,711.44$
Venues Total Cost 49,800.50$ 1,400.00$ 644.00$ 51,844.50$
Refund from schools due to cancellations 7,530.00$ 7,350.00$
Venues Actual Total Cost 42,270.50$ 44,314.50$
Security
Naples Police 4,555.00$ 340.00$ 4,895.00$
CC Sheriff 10,625.00$ 340.00$ 10,965.00$
Security Total Cost 15,180.00$ 340.00$ 340.00$ 15,860.00$
EMS Total Cost 7,637.50$ 7,637.50$
Trainers 9,800.00$ 1,280.00$ 11,080.00$
ACTUAL VENUE & SUPPORT 74,888.00$ 1,740.00$ 2,864.00$ 78,892.00$
BUDGETED AMOUNT 112,000.00$
ACTUAL MEDIA & EVENT PROMOTION 140,000.00$ 140,000.00$
BUDGETED AMOUNT 140,000.00$
ACTUAL PROMOTIONAL ITEMS 170,000.00$ 170,000.00$
BUDGETED AMOUNT 170,000.00$
ACTUAL EVENT OPERATIONS & PLAYER EXPERIENCE 90,000.00$ 90,000.00$
BUDGETED AMOUNT 90,000.00$
ACTUAL SOCIAL MEDIA COST 408.08$ 408.08$
Total Sponsorship Amount 512,000.00$ 512,000.00$
Total Actual Cost 475,296.08$ 1,740.00$ 2,864.00$ 479,300.08$
Florida Sports Foundation Grant 20,600.00$
Total Actual Net Cost 468,392.58$
Total Budget Savings 32,699.92$
Total Net Savings 53,299.92$
16.F.1.b
Packet Pg. 2279 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
ANALYSIS
Social Media generated by The Tourism Division Sports Marketing team
provided a strong reach and cost effective method. The total spend for
paid Social Media was $408.08 with a total reach of 30,729 individuals
and 304 Click-thru's. Combined with the FBU social media team’s posts,
The Paradise Coast received excellent nationwide publicity.
FBU utilized TEAMINN in 2018, a Third-Party Housing Company, to manage
the hotel room blocks. This proved to be a valuable and reliable source
of hotel room stays. We also experienced an outstanding working
relationship between the Tourism Sports Marketing, TEAMINN AND FBU.
The 2018 event economic impact was calculated using the sports
industry standard “Event Impact Calculator” developed by Destinations
International utilizing defendable analytics and quantified room night
data.
16.F.1.b
Packet Pg. 2280 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
DESTINATION FINANCIAL ANALYSIS
2018 –Budgeted Amount = $512,000.00
Actual Cost = $479,300.08
Net Savings = $53,299.92 *
* The 2018 savings includes a $20,600 Florida
Sports Foundation Grant Reimbursement to help
offset some operating costs
16.F.1.b
Packet Pg. 2281 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
RECOMMENDATIONS FOR 2019
Utilize North Collier Regional Park for all Qualifying and Runner-up
Games for simplicity and cost savings.
Utilize Collier High School facilities for the Freshman All-American
Game and the three age group Championship Games.
Plan ahead for weather delays.
Continue year-round communications between FBU and CVB
sports staff, ensuring all necessary information is shared.
Determine the media value of Live Stream and other broadcast
options
More “Path to Naples” and CVB brand awareness at Qualifying
Games and camps across the country.
Measure and report results of post event surveys with players,
their families, coaches, FBU staff, Parks & Recreation staff and
participating Collier hotels, restaurants and shopping venues.
16.F.1.b
Packet Pg. 2282 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
Community Involvement
A “REAL” Partnership
Hurricane Irma press conference
16.F.1.b
Packet Pg. 2283 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
Partnership with Special Olympics Florida.
2017-2018
16.F.1.b
Packet Pg. 2284 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
Local band and cheerleaders perform for athletes.
16.F.1.b
Packet Pg. 2285 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
All-American Bowl Selections
16.F.1.b
Packet Pg. 2286 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
A Look To the Future!
16.F.1.b
Packet Pg. 2287 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
FOOTBALL UNIVERSITY
PART OF THE FUTURE OF SPORTS IN
COLLIER COUNTY
16.F.1.b
Packet Pg. 2288 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
Paradise Coast Sportsplex
Where it All Started
16.F.1.b
Packet Pg. 2289 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
NBC NATIONALLY TELEVISED
8TH AND 9TH GRADE GAMES
16.F.1.b
Packet Pg. 2290 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
FUTURE POTENTIAL IS UNLIMITED
16.F.1.b
Packet Pg. 2291 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
COMMENTS/QUESTIONS
16.F.1.b
Packet Pg. 2292 Attachment: FBU Presentation (8595 : FBU Sponsorship Agreement)
TO: Tourist Development Council and Other Interested Parties
FR: Tourism Division Sports Development Team
DT: February 25, 2019
RE: 2018 FBU Event After-action Review
Event Description
The FBU National Championship “The Path to Naples” tournament celebrates and promotes
youth football through uniting all-star athletes of all backgrounds from across the United States
in a true, one-of-a-kind national tournament. The only national football tournament of its kind,
the annual FBU National Championship crowns a national champion from brackets in grades
6th, 7th, and 8th.
“The Path to Naples” Regional rounds begin the first weekend in December at 7 sites across the
United States. Matchups are determined based on random draw during the National
Championship Tournament Draw Show. Two rounds are played to determine Regional
Champions, who will advance to Naples, Florida for Championship Week.
The FBU National Championships have been hosted in Collier County for four consecutive
years. The Collier County CVB has been supporting this tournament in two ways. The first way
is as a presenting sponsor of the event for which it has received a naming presence of the event
title – “Path To Naples” as both a physical presence on the jerseys of all the tournaments athletes
and as media assets in broadcast and social media throughout the year and during the tournament
itself. Secondly, the CVB provides subsidy for some of the expenses incurred in Collier County
during the execution of Championship week of the tournament.
This is a national championship football event showcasing the best sixth through ninth grade
football teams and stars from around the nation. The championship games have been showcased
on both broadcast and digital live streaming each year, bringing great national awareness of our
community’s sports capabilities.
Executive Summary
The FBU Championships took place December 15-20, 2018, just prior to the busy Christmas to
New Year’s holiday period. Regional Champions from the eight regions of the bracket met to
play national quarterfinal, semifinal, and finals matchups.
In addition to the Championship games, the Freshman All-American Bowl was held at Gulf
Coast High School. The game showcased 70 of the top freshman players in the Country,
16.F.1.c
Packet Pg. 2293 Attachment: FBU After Action Report (8595 : FBU Sponsorship Agreement)
2
including four Collier County athletes and three Collier County coaches. Prior to the Freshman
All- American Game Naples High School faced Palmetto Ridge High School in the Special
Olympics Florida – Collier County Flag Football Game.
The end of the week the presented a weather challenge. All but two of the Championship games
were cancelled due to dangerous high-winds. Football University staff, Tourism Division staff,
Collier County Public Schools, and North Collier Regional Park staff members came together to
create a solution and four teams faced off for their Championship the following day on the new
turf fields at North Collier Regional Park.
In closing, the event was a great success and all partners helped to ensure that participants had a
great experience. Post event discussions with participating hotels proved to be very positive with
minimal issues. The hotel experience after action review showed a significant improvement in
from the prior year. Efforts by All American Games to manage the youthful exuberance of the
players was well revived by our hoteliers. The working relationship with the County EMS,
Sheriff and Naples city continues to be an effective one. Local high schools that were involved,
as well as City Parks and Recreation were pleased with the outcome and generated substantial
amounts of revenue.
2018 Financial Budget
The overall budget for the 2018 event was $512,000 to fulfill a multitude of different logistical
and advertising needs. The overall budget can be broken into the following high-level categories:
• Event Venues and Support Staff - $112,000
• Media/Advertising - $400,000
Total Event Cost
Budgeted FSF Grant Event Savings Actual Cost
2018 FBU Event $ 512,00.00 $ 20,600 $ 23,007.42 $ 468,392.58
The CVB applied and was awarded a grant from the Florida Sports Foundation. The award was
for $20,600 as a reimbursable grant to be applied toward operating costs. Actual spending for the
event was approximately 91% of the budget, totaling, $468,392.58, resulting in a net savings of
$43,607.42.
0%20%40%60%80%100%
$512,000.00 $468,392.58 $43,607.42
Actual Savings
16.F.1.c
Packet Pg. 2294 Attachment: FBU After Action Report (8595 : FBU Sponsorship Agreement)
3
Actual expenditures by category are summarized and discussed below:
Expenditure Actual Cost
Media/Event Promotion $ 140,000.00
Promotional Items $ 170,000.00
Event Operations/Player Experience $ 90,000.00
Social Media $ 408.08
Venue Rental Cost $ 67,984.50
Total Promotional & Venue Net Cost $ 468,392.58
Media/Event Promotion
The funding for the media coverage of the FBU Championship games is a part of the Tourism
Division approved budget and was placed through their advertising agency of record, Paradise
Advertising and Marketing, Inc. The media budget of $140,000 includes both livestreaming of
the and television spots in the All -American Bowl national telecast from San Antonio Texas and
paid posts in social media and digital banner ads on sports related websites.
The livestreaming coverage of the Freshman All-American Game and the Championship games
were carried on ElevenSports, which was available online and on multiple cable providers.
Multiple :30 commercials featuring Florida’s Paradise Coast plus a one-minute infomercial
featuring Collier County Public Schools Superintendent, Dr. Kamela Patton were a part of each
game coverage.
The County also received three (3) thirty-second commercial spots during the American Family
Insurance All-American Bowl in San Antonio. The original agreement only called for two
commercial spots, but FBU created an opportunity for one additional spot.
16.F.1.c
Packet Pg. 2295 Attachment: FBU After Action Report (8595 : FBU Sponsorship Agreement)
4
The American Family Insurance All-American Bowl was aired live January 5th nationally on
NBC. The game had an estimated 4.4 million viewers. The Paradise Coast :30 spots are valued at
$60,000 each. An example of the commercials aired during the All-American Bowl is below.
The television spots promoted the Naples, Marco Island, Everglades area as both a sports market
and a vacation and group meeting destination. In addition to television advertising, various radio
advertising spots were run in markets where teams were competing promoting the destination.
Announcements from scripts provided by the Tourism Division and advertising agency were
read from the broadcast booth to the game attendees and to the 4.4 million television viewers
watching the game, providing added value to our advertising buy.
Social Media
Social Media was a big part of the pre-Championship promotion. FBU and their media partners
used “Path to Naples” and #PathtoNaples in all social media posts generated. Social media and
these hashtags reached 3,112,609 people over the course of the FBU National Championship on
the Twitter, Facebook, and Instagram platforms. The CVB purchased additional social media for
the event for $408.08 with a total reach of 30,729 individuals and 304 click throughs.
The social media strategy employed by the event organizer and CVB staff offered tremendous
advertising leverage to the County’s investment leading up to the Championship Week in Collier
County. Additionally, Beach Media Day at the Naples Beach Hotel showcased an impressive
beach backdrop where players and coaches were interviewed on a podium with Naples beach and
the Gulf of Mexico in the background. Social messages were being sent by many of the players
and their families to family and friends throughout the nation.
FBU had several pre-Championship Week events that helped promote Collier County starting
with the National Championship Tournament Draw Show, which was held at Rutgers University
and reached an estimated 11,925 people with 22,380 impressions on Twitter alone. Events
throughout the year advertised the FBU National Championship on social media, which resulted
in the following reach on social media:
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Packet Pg. 2296 Attachment: FBU After Action Report (8595 : FBU Sponsorship Agreement)
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Promotional Items
Adidas football jerseys were given to all team players at the onset of the tournament and were
worn throughout the course of Championship Week, maximizing the exposure of our
community. The Naples Marco Island Everglades CVB logo was centered on the chest of every
jersey that was featured through the qualifying rounds and then during Championship Week. The
players all took those jerseys home with them to wear for a long time to come, and to continue
the promotion of our community as the home of youth football.
Event Operations/Player Experience
The $90,000 investment for player experience/event operations covered the cost of referees,
clock operators, site managers, operations staff, and logistics and transportation. Out of this
budget, over $70,000 went directly back into the local economy to food vendors and bus drivers.
A smaller portion of the budget was used for team orientation and the Beach Media Day held at
Loudermilk Park which offered another chance to highlight and promote Collier County as a
premier destination.
Venue Rentals
Event venue hosting and support costs totaling $112,000 were budgeted by the County directly
to local vendors in accordance with the BCC approved Procurement Policy including the
following:
• Venue Rental Fees: $65,000
• Security: $20,000
• EMS: $10,000
• Athletic Trainers: $12,000
• Operating Contingency: $5,000
Actual spending for event venues and support staff was approximately 77% of planned budget,
totaling, $86,422, resulting in a net savings of $25,578. A full breakdown of venue costs can be
found in the Appendix of this document.
0
500000
1000000
1500000
2000000
Twitter Facebook Instagram
1892132
584726 635751
Social Media Impressions/Reach
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Packet Pg. 2297 Attachment: FBU After Action Report (8595 : FBU Sponsorship Agreement)
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Due to extreme weather conditions at the end of Championship Week, some of the games were
cancelled rather than played, which lead to some event venue rental savings.
In planning for future FBU events, we will consider consolidating games to fewer venues. The
new Paradise Coast Sportsplex construction is now underway, and this will add to the County
owned venues available for the preliminary and consolation games. The cost for facility rental
could decrease by an estimated $35,000 by utilizing North Collier Regional Park for those games
and utilizing High School stadium fields for the Championship games.
Analysis of Outcomes
Economic Impact
Based on the successes of the past four years, the organizer of the FBU event, All American Games
(AAG), brought in the same number of 40 teams in both 2018 and 2017. This sports event
continues to bring visitor spending into our community during a slower travel time of the year.
The following breakdown shows a three-year comparison of the FBU National Championship:
Year 2018 (Actual) 2017 2016
Teams 40 40 24
Visitors 7,725 6,091 4,346
Direct Impact $1,496,192 $1,987,709 $1,200,000
TDT Revenue $19,482 $24,045 $12,510
Room Nights 2,861 3,317 2,250
Event Cost $468,392.58 $458,160.06
The 2018 event generated approximately $1.5 million in direct economic impact for Collier
County. Generating $95,476 in sales tax and $19,277 in Tourist Development Tax. The event
supported an estimated 471 local jobs, and an estimated $746,000 in food & beverage sales.
The Destinations International Event Impact Calculator was utilized to measure the analytics of
the FBU event using a direct entry method using quantified room night numbers and participant
and family attendees. The 2017 and 2016 event results used rough estimates of these analytics,
leading to somewhat skewed results. The direct method used for the 2018 event provides more
accurate economic estimates and has become the sports event industry standard for measuring
economic impact.
For the 2018 event, FBU utilized TEAMINN, a third-party housing company, to manage the
hotel room reservation blocks. Though some of the actual numbers in the 2018 event appear to
be lower than the previous year, this is likely due to more verifiable results of actual room pickup
for each hotel used by TEAMIN in 2018.
TEAMINN estimates that they were not able to capture approximately 20 percent of the event
bookings through their platform, which would equate to an additional 572 room nights, and
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Packet Pg. 2298 Attachment: FBU After Action Report (8595 : FBU Sponsorship Agreement)
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approximately $77,000 more in revenue. Bookings outside the contracted room blocks is a
common outcome for sports events and represents a noteworthy impact on the final results.
The room nights calculated by TEAMINN are shown below:
The TEAMINN method used in 2018 provides an opportunity to accurately quantify the number
of room nights and the location of each hotel, as well as a smooth transaction method for FBU
participants to book their hotel stays. Using 2018 as a baseline and moving forward, this Event
Impact Calculator will allow staff to analyze consistent numbers in reporting event results.
Quality Assurance/Quality Control Surveys
Following the 2018 event, the Tourism Division Sports Development Team created a new set of
surveys using the Qualtrics platform. Surveys were distributed to teams, coaches, FBU Staff,
Parks & Recreation staff and participating hotel sales staffs. The survey asked a variety of
questions. Each category of respondent was asked a different series of questions. Highlights of
the results of that survey are highlighted below:
• Coaches/Participants – 34.5%, Promoters – 17%, Support Team – 14%, Hoteliers –
34.5%.
• 50% of survey respondents were visiting the Paradise Coast for the first time during the
2018 FBU National Championships.
• The average group size from respondents was 70 people.
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Packet Pg. 2299 Attachment: FBU After Action Report (8595 : FBU Sponsorship Agreement)
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Selection of Questions:
How likely are you to return to the Paradise Coast for competitions?
How would you rate the playing facilities?
How would you rate the support of the County Parks and Recreation Division?
How would you rate the support of the County Sports Marketing Office?
How well did the event promoter fill your needs?
Open Ended Question:
What can the County Sports Marketing Office do to make the next event even better? (open-
ended)
• More coordination with our team prior to the event, collaborative meetings.
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Packet Pg. 2300 Attachment: FBU After Action Report (8595 : FBU Sponsorship Agreement)
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• The county could provide 1 staff person at each location. Budgeting may prevent that, and Nicole
K is easy to get a hold of and she is well organized on her end. We have our own staff we provide
along with FBU. There has never been a problem in all the years at Fleischmann Park.
Hotel Feedback
One of the main items of feedback received following the 2017 event was the behavior of FBU
participants in the hotels they were staying in. Due to this, there was a focus put on the education
of players upon their arrival, as well as a new Code of Conduct form for all tournament
participants to agree to and affix their signature. This year’s hotel staff feedback was much
improved.
Selection of Questions:
How likely are you to host athletes and their families in the future?
How was the behavior of the players and families at your property?
How well did the event promoter or housing bureau communicate their needs to you?
Jason Daumoni, Resort Manager at the Naples Grande Beach Resort, offered the following
feedback:
“This years’ experience with FBU, TEAMINN, and Mass Elite was top notch. We had
great communication from the onset in preparation for the arrival of the Mass Elite
Football Team. TEAMINN provided us with a timely and accurate reservations list. PJ
VandeRydt, Coach of the MASS Elite team, was a pleasure to work with. His team
behavior was exemplary, we literally had no issues reported during their entire stay. The
kids stayed on schedules, behaved in a courteous and professional matter with all staff.
Great event, and we would like to host them again.”
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Packet Pg. 2301 Attachment: FBU After Action Report (8595 : FBU Sponsorship Agreement)
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The CVB staff will continue this coordination with Collier County hotels for future events.
Future Recommendations
Investigate Establishment of a Local Organizing Committee
Planning and communication for future events could be streamlined by creating a Local
Organizing Committee for the event. Specific committee members would be assigned duties
within specific programs of the event.
Pursue additional media options
CVB staff will work with FBU staff to investigate other media opportunities to expand the reach
of the audience for future FBU events. One option is to have the championship games televised
on a national TV network like NBC. This was done in the first year of the event in Naples.
Another is to further quantify the value of the existing promotional materials and explore
whether there are opportunities to enhance them.
QA/QC Surveys
Surveys should be distributed immediately following the conclusion of Championship Week.
The longer the time lapse the less reliable the results. The surveys were a new process this year,
so the survey went out about 30 days after the 2018 event.
Explore Consolidation of Games to Less Venues
This arrangement, prior to the Sports and Special Events Complex being available, would
generate additional facility rental for a location. In addition, fans and families staying at one
location would create additional concession revenue, and the scheduling of EMS and security
could also be simplified. As mentioned previously, the savings could be up to $35,000 by
utilizing NCRP for all games.
Consider keeping Freshman All-American Game at a Collier County High School
The Freshman All-American game provides an opportunity for a local high school to showcase
their facility and provide a stadium atmosphere for the players and coaches. This arrangement
should be re-evaluated when the second phase of the Paradise Coast Sportsplex is complete.
Contingency Plan in case of adverse weather
CVB staff will be working closely with FBU to ensure that there is a plan in place prior to the
2019 games for inclement weather or other unforeseen situations that would delay or alter the
game schedule. A Local Organizing Committee member could be responsible for making these
arrangements for a contingency plan.
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Packet Pg. 2302 Attachment: FBU After Action Report (8595 : FBU Sponsorship Agreement)
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Appendix
Venue Rentals
Event Venues Actual Additional Costs Cancellation Costs Net Cost
Barron Collier $ 12,331.06 $ 12,331.06
Naples $ 3,304.00 $ 3,304.00
Palmetto Ridge $ 1,822.00 $ 1,822.00
Gulf Coast $ 12,928.00 $ 12,928.00
Golden Gate $ 1,746.00 $ 1,746.00
Lely $ 1,746.00 $ 1,746.00
Fleishmann $ 5,800.00 $ 644.00 $ 5,800.00
Community School $ 5,212.00 $ 600.00 $ 5,812.00
North Collier Reg. $ 4,911.44 $ 800.00 $ 5,711.44
Venue Total Cost $49,800.50 $ 1,400.00 $ 644.00 $ 51,844.50
Emergency and Security Support Staff
Emergency Actual Additional Costs Cancellation Costs Net Cost
Security $ 15,180.00 $ 340.00 $ 340.00 $ 15,860.00
EMS $ 7,637.50 $ 7,637.50
Athletic Trainers $ 9,800.00 $ 1,280.00 $ 11,080.00
Total Support $ 32,617.50 $ 340.00 $ 2,220.00 $ 34,577.50
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Packet Pg. 2303 Attachment: FBU After Action Report (8595 : FBU Sponsorship Agreement)