Agenda 10/27/2009 Item #10BAgenda Itern No. 10B
October 27, 2009
Page 1 of 35
EXECUTIVE SUMMARY
Recommendation that the Board of County Commissioners review and
approve the Fiscal Year 2010 Strategic Plan for the Naples, Marco Island,
Everglades Convention & Visitors Bureau (CVB) and approve all necessary
budget amendments.
OBJECTIVE: Review the strategic plan for the destination for FY 10
commencing October 1, 2009.
CONSIDERATIONS: Throughout the year, the CVB meets with its marketing
partners at a bi- monthly Advisory Roundtable to gather information on marketing
the destination. On an annual basis, the CVB sponsors a co -op marketing event
to expose the partners to the many advertising and trade show opportunities
available for the coming year. Accordingly, in July, the CVB holds a strategic
planning retreat. 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 and Lee County Airport
Authorities, Naples, Marco Island, Everglades City and Immokalee Chambers.
The data collected from all of these sources is compiled and the result is our
annual strategic plan for managing the tourism office and marketing the
destination.
The 2010 Strategic Plan has been produced in both printed form and on a Flash
Drive and will be presented for final approval to the County Commission in
October. This plan represents a marketing budget of $3.2 million, made up of
$2,450,000 in projected tourist tax revenue and prior year carry forward funds
that would cover marketing and promotion from February -May, and $750,000 in
emergency advertising funds, if approved for use by the County Commission for
marketing and promotion from May - August. This plan replicates the fiscal year
2009 plan in dollars and is based upon a total FY 2010 TDC revenue budget of
$12,400,000.
Staff has also developed a year -round marketing plan as requested by the TDC
Sub Committee that would require an additional $1 million for marketing and
promotion from August - January to finish out a complete year. This plan would
only be implemented if additional marketing funds are realized in 2010 from
some of the recommendations presented by the TDC Sub Committee.
ADVISORY BOARD RECOMMENDATION: The Tourist Development Council
reviewed the FY 10 Strategic Plan for the CVB at their August 24, 2009 meeting
and unanimously recommended approval.
COUNTY ATTORNEY FINDING: This item has been reviewed and approved by
°�' the County Attorney's Office and is legally sufficient for Board action. — CMG
Agenda Itern No. 10B
October 27, 2009
Page 2 of 35
FISCAL IMPACT: TDC Marketing and Promotion Fund (184) appropriates $2.1
million dollars in FY 2010 for destination marketing and promotion. An additional
$350,000 in year ending fiscal year 2009 fund balance is anticipated and will be
dedicated for marketing purposes. The total available within Fund (184) for the
destination marketing program is $2,450,000. At the beginning of fiscal year
2010, Emergency Advertising Fund (196) is projected to carry an unobligated
cash fund balance of $750,000 and these dollars are available for the fiscal year
2010 marketing plan. Budget amendments will be necessary to true -up carry
forward revenue and obligate the anticipated additional $350,000 within Fund
(184). Likewise, a budget amendment will be necessary to obligate the
anticipated $750,000 in beginning cash balance within Emergency Advertising
Fund (196) and set up the proper expense appropriation.
RECOMMENDATION: That the Board of County Commissioners review and
approve the FY 10 Strategic Plan for the Naples, Marco Island, Everglades
Convention & Visitors Bureau (CVB) and approve all necessary budget
amendments.
SUBMITTED BY: Jack Wert, Tourism Director
Page l of 1
Agenda [tern No. 10B
October 27, 2009
Page 3 of 35
COLLIER COUNTY
BOARD OF COUNTY COMMISSIONERS
Item Number: 10B
Item Summary: This item to be heard immediately following Item 10A. Recommendation that the Board of
County Commissioners reviews and approves the Fiscal Year 2010 Strategic Plan for the
Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) and approve all
necessary budget amendments. (Jack Wert, Tourism Director)
Meeting Date: 10/2712009 9:00:00 AM
Prepared By
Jack Wert
Tourism Director
Date
County Manager's Office
Tourism
9/16/2009 4:21:29 PM
Approved By
Jack Wert
Tourism Director
Date
County Manager's Office
Tourism
9/1612009 4:49 PM
Approved By
Colleen Greene
Assistant County Attorner
Date
County Attorney
County Attorney Office
911712009 10:31 AM
Approved By
OMB Coordinator
OMB Coordinator
Date
County Manager's Office
Office of Management & Budget
911812009 10:39 AM
Approved By
Jeff Klatzkow
County Attorney
Date
County Attorney
County Attorney Office
912212009 3:53 PM
Approved By
Mark Isackson
Budget Analyst
Date
County Manager's Office
Office of Management & Budget
10/19/2009 5:23 PM
Approved By
Leo E. Ochs, Jr.
Deputy County Manager
Date
Board of County
County Manager's Office
1012012009 11:08 AM
Commissioners
file: / /C: \AgendaTest \Export\137- October 27, 2009 \10. COUNTY MANAGER REPORT \1... 10/21/2009
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