Agenda 03/24/2020 Item #16F 1 (Cultural Planning Group Strategic Plan)03/24/2020
EXECUTIVE SUMMARY
Recommendation that the Board of County Commissioners approve the Arts & Culture Strategic
Plan as prepared by Cultural Planning Group and make a finding that this action promotes
tourism.
_____________________________________________________________________________________
OBJECTIVE: Review and recommendation for approval the Long-Range Plan for Arts and Culture in
Collier County.
CONSIDERATIONS: Collier County selected and subsequently entered into an Agreement with
Cultural Planning Group, LLC (CPG) on May 14, 2019 through a County Procurement Division RFP
process to develop and produce a Strategic Plan for Arts & Culture in Collier County.
Cultural Planning Group has since conducted extensive research and facilitated numerous community
meetings and user group forums throughout Collier County over the past 10 months. CPG has further
prepared a first draft of that Strategic Plan and reviewed that draft with the Arts & Culture Task Force
chaired by Laura Burns with United Arts Council of Collier County and conducted another public forum
to gather final comments from the public and arts and culture user groups.
That draft Strategic Plan was presented to the Tourist Development Council (TDC) on February 24, 2020
for their review and recommended that it be sent to the Board.
The Power Point presentation that accompanies this Executive Summary has been created for easier
review by the Board. The full plan is attached and will be printed and delivered to the Board members for
their review.
FISCAL IMPACT: Tourist Development Tax (TDT) revenue and private sector funding has been
invested in the development of this plan from the Community Foundation of Collier County and Artis -
Naples. The total invested in this plan development is $105,306.52.
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 8-0 at the February 24, 2020 meeting.
LEGAL CONSIDERATION: This item is approved as to form and legality and requires majority vote
for approval. - CMG
RECOMMENDATION: That the Board of County Commissioners approve the Arts & Culture
Strategic Plan and make a finding that this action promotes tourism.
Prepared by: Jack Wert, Tourism Director
ATTACHMENT(S)
1. BCCACSP Presentation (PDF)
2. Final Cultural Planning Group Report (PDF)
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03/24/2020
COLLIER COUNTY
Board of County Commissioners
Item Number: 16.F.1
Doc ID: 11931
Item Summary: Recommendation that the Board of County Commissioners approve the Arts &
Culture Strategic Plan as prepared by Cultural Planning Group and make a finding that this action
promotes tourism.
Meeting Date: 03/24/2020
Prepared by:
Title: Tourist Development Tax Coordinator – Tourism
Name: Kelly Green
03/05/2020 12:59 PM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
03/05/2020 12:59 PM
Approved By:
Review:
Tourism Kelly Green Stage 1 Review Completed 03/05/2020 1:00 PM
Public Services Department Jennifer Reynolds Stage 1 Review Completed 03/05/2020 1:18 PM
Corporate Business Operations Swainson Hall Stage 1 Review Completed 03/09/2020 9:45 AM
Tourism Jack Wert Director Review Completed 03/12/2020 2:11 PM
Corporate Business Operations Sean Callahan Executive Director- Corp Business Ops Completed 03/13/2020 4:34 PM
County Attorney's Office Colleen Greene Level 2 Attorney Review Completed 03/16/2020 11:46 AM
Office of Management and Budget Debra Windsor Level 3 OMB Gatekeeper Review Completed 03/16/2020 12:10 PM
Budget and Management Office Mark Isackson Additional Reviewer Completed 03/16/2020 12:45 PM
County Attorney's Office Jeffrey A. Klatzkow Level 3 County Attorney's Office Review Completed 03/17/2020 9:36 AM
County Manager's Office Sean Callahan Level 4 County Manager Review Completed 03/17/2020 10:13 AM
Board of County Commissioners MaryJo Brock Meeting Pending 03/24/2020 9:00 AM
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A CULTURAL PARADISE:
Celebrating Creativity in Collier County
Arts and Culture Strategic Plan
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OUR
AGENDA
Genesis of the Plan
Plan Overview
Next Steps
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GENESIS OF THE PLAN
Why this plan?
Why now?
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ARTS AND ECONOMIC PROSPERITY STUDY16.F.1.a
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THE CREATIVE ECONOMY OF
COLLIER COUNTY
OccupationsIndustries
9,245 jobs
$681 million earnings
$1.7 billion industry sales
Top 5 Creative Industries
•Culinary (restaurants)
•Software publishing
•Individual
artists/writers/performers
•Promoters (performing arts/sports/
events)
•Internet publishing
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FOSTERING THE CREATIVE ECONOMY AND
CULTURAL TOURISM
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PLAN OVERVIEW
The Foundation
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PURPOSE OF PLAN
Elevate Collier as an arts and cultural
destination (for visitors)
Celebrate, support and build local
arts and culture (for residents)
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PLAN FOUNDATION:
BY AND FOR THE COMMUNITY
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STRONG MARKET FOR ARTS AND
CULTURE AND CROSS-OVER ACTIVITIES
Opportunities to cross-promote the arts with eco-tourism, culinary, sports, and other sectors
Abundance of historical, heritage and authentic local experiences although underutilized
within local audience development and cultural tourism marketing investments
Arts Consumers
700,000 potential customers within an hour’s drive
1.6+ million within three hours’ drive
600,000 potential day-trippers
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IMPLEMENTATION READY
Target audiences identified for “everyday,” “special occasion,” “daytrip,” and overnights
Prioritized target markets by arts demand “high,” “moderate,” “low”
Arts programming and cross-over (culture plus) opportunities identified and described for
target audiences by type and cost threshold
Media and messaging identified for target audiences
Data Synthesis
Mosaic USA, Experian
Esri
SMRB
TouchPoint
ScanUS, Census Updates
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PLAN OVERVIEW
Vision ~ Goals ~ Strategies
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5 GOALS
5-7 YEARS
TRACKING
SUCCESS
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BUILD A FOUNDATION FOR CULTURAL
TOURISM AND CULTURAL DEVELOPMENT.
1
Strategy 1.1: Establish arts and culture representation on the
Collier County Tourist Development Council.
Include at least one representative of Collier’s professional arts
community with strong qualifications in arts leadership, arts management,
and local credibility, to represent the interests of the arts and cultural
community in tourism matters (Article VIII, Division 10, Tourist
Development Council, Section 2-988, Composition of membership,
subsection 4).
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BUILD A FOUNDATION FOR CULTURAL
TOURISM AND CULTURAL DEVELOPMENT.
1
Strategy 1.2: Designate lead organizations in Collier County
for arts and culture.
Assign the Naples, Marco Island, Everglades Convention and
Visitors Bureau (CVB) as the agency for cultural tourism, housed
under the County Manager’s Office.
Assign the State of Florida designated Local Arts Agency as the
County’s official cultural agency, which is currently the United Arts
Council of Collier County (UAC).
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BUILD A FOUNDATION FOR CULTURAL
TOURISM AND CULTURAL DEVELOPMENT.
1 Strategy 1.3: Update the Tourism Development Council
(TDC) grant program guidelines to encourage more cultural
programs designed to attract tourists and market cultural
programs to visitors from out of the county.
Strategy 1.4: Enhance current metrics and systems for
tracking a baseline and trends regarding cultural tourists and
their economic and fiscal impacts on the County.
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BUILD A FOUNDATION FOR CULTURAL
TOURISM AND CULTURAL DEVELOPMENT.
1 Strategy 1.5: Develop and maintain standards of artistic and
creative excellence throughout implementation of this plan.
Strategy 1.6: Remove barriers to inclusive cross-cultural,
cross-geographic Collier County cultural experiences.
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ESTABLISH ALL OF COLLIER COUNTY AS
A CULTURAL DESTINATION.
2
Strategy 2.1 : Identify, develop, and promote unique and
distinctive arts and cultural experiences throughout the
county.
Strategy 2.2 : Enhance and expand the current development
of cross-over experiences connecting arts experiences with
other cultural and creative sectors.
Strategy 2.3: Connect the unique cultures of Collier through
communitywide events.
Strategy 2.4: Create and enhance vibrant arts and cultural
hubs throughout the County.
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BROADEN AND DIVERSIFY THE VISITOR
BASE THROUGH CULTURAL TOURISM.
3
Strategy 3.1: Market Collier County as a unique art and
cultural destination to discrete target markets outside of the
county within a three-hour drive.
Strategy 3.2: Expand group business by connecting with
national, regional, and state arts and cultural membership
organizations that host conferences and network meetings.
Strategy 3.3: Enhance current marketing principles to target
and welcome diverse populations to visit Collier County.
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ENHANCE THE CULTURAL VITALITY OF
COLLIER COUNTY FOR RESIDENTS AND
LOCAL BUSINESSES.
4
Strategy 4.1 : Augment current marketing to promote and market
Collier County’s arts and cultural experiences to residents.
Strategy 4.2 : Expand the existing Collier Creative Forum led by the
State Designated Local Arts Agency, the United Arts Council, to serve as
a cross-sector forum of art, cultural and creative businesses,
educational leaders, health and wellness leaders, residents, and other
stakeholders.
Strategy 4.3 : Support the capacity building and cooperative
development of local nonprofit arts and cultural organizations.
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ENHANCE THE CULTURAL VITALITY OF
COLLIER COUNTY FOR RESIDENTS AND
LOCAL BUSINESSES.
4
Strategy 4.4: Support the development of cultural facilities that address
identified community needs for performing, exhibition, rehearsal, and
educational spaces.
Strategy 4.5: Develop arts and cultural programs and activities
reflecting the interests of all residents.
Strategy 4.6: Develop and promote arts and health programming,
including mental health, through partnerships connecting arts and
cultural organizations and artists with health agencies and medical
facilities.
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PROVIDE THE NECESSARY PUBLIC AND
PRIVATE RESOURCES FOR ARTS AND
CULTURE.
5
Cultural Tourism Funding: Allocate TDC funds for the tourism-related
strategies in this plan.
Public/Private Cultural Trust Fund for the Arts: Establish a Cultural
Trust Fund to leverage both public and private dollars in funding
collaborative endeavors
Contract for Services: Create a County contract for services with the
State designated Local Arts Agency which is currently the United Arts
Council (UAC)
Potential Partner Resources: Seek additional financial and in-kind
resources from partners for specific strategies within the plan
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WHERE DO WE START?
Plan Implementation
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ENSURING SUCCESS
The Importance of Creative Excellence
Through the implementation of this plan, it is imperative standards of
excellence are developed and observed for the strategies and actions.
Leadership and Partnerships
The plan will provide opportunities for public-private partnerships.
Cultural Tourism: Metrics and Data Collection
Expand on CVB’s comprehensive visitor research to track economic
impact of cultural tourist spending and arts-driven visit intention
Community Arts and Cultural Development: Measuring Success
Determine indicators of success and enhance current data collection,
e.g., AEP6, CVI.
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DISCUSSION
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