Agenda 12/01/2009 Item #16F 4
Agenda Item No. 16F4
December 1, 2009
Page 1 of6
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).
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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
ex enses
Out of Cou~ Travel $95,300 $95,300 $0
Post~ and Fre.i9!'t $2,000 $2,000 $0
Insurance General $16,700 $16,700 $0
Printi~ $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
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Agenda 11em No, 16F4
December 1, 2009
Page 2 of6
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 RenourishmenVPass
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
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Agenda Item No. 16F4
December 1, 2009
Page 3 of 6
RECOMMENDATION: That the Board of County Commissioners approves a
budget amendment in the amount of $1,000,000 transferring funds from Fund
(195) Beach RenourishmentlPass Maintenance reserves to the appropriate
object codes within Tourism Promotion and Advertising Fund (184).
SUBMITTED BY: Jack Wert, Tourism Director
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Agenda Item No_ 16F4
December 1, 2009
Page 4 016
COLLIER COUNTY
0'"
BOARD OF COUNTY COMMISSIONERS
Meeting Date:
16F4
Recommendation that the Board of County Commissioners approves a Budget Amendment
in the amount 01 $1 ,000,000 pursuant to Ordinance 2009-58 increasing the adopted budget
for tourism promotion, advertising and marketing as appropriated within Fund (184), as
previously directed by the BCC.
12/1/20099:00:00 AM
Item Number:
Item Summaoy:
Prepared By
Jack Wert Director - Tourism Date
Tourism Tourism 11/17/20093:12:40 PM
Approved By
Colleen Greene Assistant County Attorney Date
County Attorney County Attorney 11/17/20094:13 PM
Approved By
Jack Wert Director - Tourism Date
Tourism Tourism 11/17/20094:24 PM
" Approved By
Jeff Klatzkow County Attorney Date
11118120099:52 AM
Approved By
OMS Coordinator Date
County Attorney County Attorney 111181200910:48 AM
Approved By
Mark Isackson Management/Budget Analyst, Senior Date
Office of Management &
Budget Office of Management & Budget 11123120092:00 PM
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Agenda Item No. 16F4
December 1 , 2009
Page 5 of6
... Paradise
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I'\APU:S. MAR~O ISLA~D A]';ll TIlE fNERGLADES
'"'''' MEDIA RH'OMMEI'\DATION OVERVIEW
I ~ "r
Iln.erti""./C\1.."th
'I1edi~ f),,,crl>lioll I ./W~~k. 2"'" P.....~ct~d 0 N 0 , , M , M , , , ,
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TOTAL I . .1>."2....."
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TOTAL! . ~ " o.n" I I
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TOTAL , . .. b,-.""
~ 'lol-l...;s...eM".ket.lH'cd,oundSoci"IMcdio'\/u"" pm""t I,;, 1;" ,'\d."I'~"""t'o"."I'I( , ;
TOTAL, , . .. 2~,"" . , . !
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Miami Fl. r..,,,d<-nJ..lc1;'W"R'I'<1lmncucl> '1\' '-"hl,'""dN,'""" H'"".Ii,l<' ,_w"'", - , ,
TOTAL , . . lib ~, " , ,
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cl"'~,, " , T\' (,.hlc'. Y"h,x> ,,,,,I W""ll1er"'"m ",,'''"lh., I , , .
TOTALCHICAGO: . 'h".""n."" , I I , , !
."'~lL' \'o..k ! I'V"",hk 'l\T.",dWc"lI,ot.,.,,,,, I < "l',ntl" , , ,
TOTALNEWYOR"I . . '7 ~l<"."" ; ,
PI,i/odd,I,;a 'IV ('"Id,.. \',d.." ,,,,,I W,'alhel'.,'''''' I "","nlh" I , I
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TOTALFlORlllAMARIo:ETS . I , .
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TOTAL! I . ""''''H).''''
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TOTAL MlAMI-FT. lAl'IlERIlALEIWESTPAlMBl-:ACI!' . "h,""".oo , , ;
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t>-;1"fll '1.-\111>1' rli ; , I ,
lIficlte Ma.ket.. II,.;dul/fI"nel ""m, I I, ,',,,'li,,,,,,/ ,\d_,. ( ,,,Ii "". l~" ide
TOTAL . 7 ",12.~e I , I I
."i~h~M".kcIR- ['CO 1'''''',;"""IAd'/<',,\I''l<' - I
TOTAI,I I . lflh21.2" I ! I
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NAJ'WS, MARCO ISLAND AND THE EVERGlADES
aOlO MEDIA RECOMMENDATION OVERVIEW
Agenda Item No. 16F4
December 1. 2009
Page 6 of 6
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In.~rtlo''.IMo,,tl, 2nlOProl.-ctNl
M~,ll. o.,.~,.; tlon ./W..."k. 0 N D , , M , M , , , ,
...."'.., Marketo-. Cultu,.., Hm'a .V1srrFLORflJ"'R~ tio". ,i~ 1'" e"'Amen""nE. ",,,Promotion ,
roTAL . ""0".""
",/ich~Ma..Ir"U.S F",di""ulAd, ",OJlll"e ,
roTAL . U" ,. "
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roTAL . "0.""
Tn..",/A ..to;,..,,,iID'ieJI.F'l cio/Tn",~/I..d.... GIO'd~ Fn,etin""IAJandOnlj"" Annual
TOTAl. . ..,
r,RO\"'MAR"ETS
~, B...-i.......-COr o~N Fmdi"""J A,kO"lin",l1j.it"I'" pri,""dr:"id", '"
TOTAL , . ..~ 710.""
Gro B...-ine.wo.A"""ci..ti"" F",l'li"nl\]AJ,.Onli,,",,l1i ill,1 '" Pcio,,,J (~uid,,, ,
TOTAL . 71 1.00
" -tal_M~d;n Planner S<~'i"l""d Pi ,i",' M"di. .-\n",,,,]
TOTAL . 7 ~""."o
FILM rOMMI~~[()" I I
" 't"I.!"i/",C.."..,.n-;".. ,.""ia]I<;I'i i,..1 A,,,,,,,,] I
TOTAL . -- "".0"
I~Tt':I!'>/ATIOI\'At
V";t~dK;,, ',m
Con,o",", I',.,oli""nl Ad""n,1 U"Hn< Annual
T",de Fr..e,i"nnIAd,..nd()"linc . ,
To",O"'....,,,'" .~d\'"r1"n"l,iPho[,,', Parlne",loi 1111) - - -- - -- --
I'otll"d"ln d"n'T..IHI . " "" .00
NarthA",,,"'-"" (C"""da) W"",horCh,,,,"elIo<We,,th,,...,,,,,,, ,-Fli'hb
nlllMd;NnTolNI . -""""..", I
r"'rln""
C<",.umec F""'I~.n"IAJ<,,,,J(JI,]il\c
Trncle F,,,,cl~,,,aIAd'and()nHne
Air!k>r!inParlne",hi V"rj"L1_' 11m - . --
,
TourO "'[''''' Aclw'1<,rj"i,;I'I""""""nne,,,l.i -
Oerlllu""T"t..1 . 1107"2."0
l"oIn':RN_~TION,\L M.-\RKfTS _ ,~nnrTlON,l,L MI<RI(f,TPENETR,l,TIOT\' h..",j""al A<l..uJ (JI,j;",' ,
Intrrn..tion..I_Multl ,Ie MN.....et. . - "0.00
Internal;"",,1 TotAl . '''12l111.""
MEDIA TOTAL . . -" , .,,"
ADDITIONAL l'SES OF SEW FUNDS:
NewVi.,j[or(".nlerr'~,rJinnt"rl',,,ition p""Ji" ., ""-,,I , '0,"00,0"
r"mhined Ch"",rn,r/CVB Vi,ilor (~";cl<' l'"nJi".A """"I , 'o.\1oo,n"
Addiu"n"IFAM,ISx,,,,,,,,,hl,, , ~'.{""',O"
I']{Moclj"Ew"tinNewY()r~!:il" - . , ~'.ooo_n"
Web Si!e Enhancemmls '''''00,0''
EIllulIleodRe,,,,,,,,h , >'_"(\0,00
ADDITIONAL liS!';S OF NEW FIJNUS roTA!. . "" .ono.no
PROIl{lC"TION TOTAL
~ 4'1'I.(,lI7.00
GRAND TOTAL
.
4,200.000.00
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