TDC Minutes 02/20/2026February 20,2026
MINUTES OF THE COLLIER COUNTY
TOT'RIST DEVELOPMENT COUNCIL MEETING
February 20,2026 - 9:00 a.m.
l-ET IT BE REMEMBERE,D, the Collier County'lourist Development
Council met in regular session on February 20,2026, at 9:00 a.m., in the Board of
County Cornrnission Chambers, Collier County Government Center, 3299
Tamiarni Trail East, 3rd Floor, Naples, Florida, with the following members
present:
Chairman Burt Saunders
Vice-Chair Clark Hill
Susan Becker
Laura Radler
Nancy Kerns (via Zoom)
Michael McComas
Council Member Bill Kramer
Councilor Darrin Palumbo (via Zoom)
Absent:
Edward (Ski) Olesky
ALSO PRESENT:
Jay Tusa, Tourism Director
Hydie Friend, Vice President, Everglades Society for Historic Preservation
Tim Mosier, Collier County School Board Member
Michael Lieberman, Assistant General Manager, Paradise Coast Sports Complex
James Brendle, Project Director, Downs & St. Germain Research
Tom Merrick, Chief Creative Officer, Paradise Advertising
Brandon Faust, Associate Director of Digital Marketing and Analytics, Paradise
Advertising
Mackenzie Comerer, VP Lou Hammond Group
Erin Murphy, Account Supervisor, Lou Hammond Group
Amanda Townsend, Director, Collier County Museums
Chris D'Arco, Coastal Zone Management, Collier County
James Hanrahan, Director, Parks and Recreation, Collier County
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February 20,2026
Tony Barone, Principal Proj ect Manager, Facilities Management, Collier County
John Mullins, Director of Communications, Government and Public Affairs,
Collier County
Luigi Mainolfi - Minute Taker
Any person who decides to appeil any decision made by the Council with respect
to any malter considered at this meeting will need a record of the proceedings
and,Jbr such purpose, may need to ensure lhat a verbalim record of the
proceedings is made, which record includes the teslimony and evidence upon
which the appeal is to be based.
I. CALL TO ORDER
Chairman Saunders called the meeting to order at 9:00 a.m.
PLBDGE OF ALLEGIANCE
The Pledge of Allegiance was recited by those in attendance.
ROLL CALL
Tourism Director Jay Tusa conducted roll call. Chairman Burt Saunders -
Here. Vice Chair Clark Hill - Here. City Councilmember Bill Kramer - Here.
City Councilmember Michael McComas - Here. Councilor Darrin Palumbo -
Here (via Zoom). Susan Becker - Here. Nancy Kearns - Here (via Zoom).
Laura Radler - Here.
Extended details: Chairman Saunders noted the need for a motion to approve
participation via Zoom for Councilor Palumbo and Nancy Kerns. No
participant pictures or descriptions provided in sources.
Moved by Susan Becker; Seconded by Clark Hill. Motion passed
unanimously 8-0.
AGENDA and MINUTES
A. Approval ofAgenda
Approvai of today's Regular, Consent, and Summary agenda as amended
(ex-parte disclosure provided by Commission members for Consent agenda.)
Tourism Director Jay Tusa noted two changes to today's agenda: Pull items
8.B and 8.E from the Consent Agenda and place them on the regular agenda
for consideration, as they require explanation from coastal zone management
in the New Business section.
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F-ebruary 20 , 2026
Extended details: No ex-parte disclosures were mentioned during the
meeting.
Moved by Susan Becker; Seconded by Clark Hill. Motion passed
unanimously 8-0.
December 12,2025 Meeting Minutes (2026-l)
Tourism Director Jay Tusa presented the minutes for approval
Moved by Susan Becker; Seconded by Clark Hill. No discussion or
corrections. Motion passed unanimously 8-0.
Prior to proceeding, Tourism Director Jay Tusa shared news that longtime
council member Ski Olesky passed away earlier this week. He noted that
Mr. Olesky was a champion for tourism and served on the council for many
years, and thoughts and prayers are with his family.
5. PUBLIC COMMENTS
This is an opportunity for anyone wishing to offer public comment not
related to items on today's agenda may do so now. Public comments are
limited to 3 minutes unless the Chairman grants permission for additional
time.
No public comments were offered
This section is for informational updates or proposals from extemal groups
or staff. No votes are typically taken here; it's to inform the council and
allow questions. The meeting had two presentations.
6.A. Everglades Sociefy for Historic Preservation (ESHP) (2026-35) This
was an informational presentation on rehabilitating the historic Bank of
Everglades building in Everglades City for use as a welcome center. The
goal is to preserve history, boost heritage tourism, and support local
businesses. Details from transcription: Hydie Friend (Vice President,
ESHP) presented, showing an artist rendering of the green two-story
buiiding across from the Rod and Gun Club. She explained the need for a
visitor center after Hurricane Irma closed the previous one in 2017. ESHP
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6. PRESI,NTAT'IONS
February 20,2026
opened a temporary center in 2020 (open 7 days/week, staffed by volunteers
like Friend). Visitor stats: 1,077 in January 2026,712 in February (to date),
from 47 U.S. states and Europe (e.g., Germany, Netherlands, Belgium, France).
The building is on the National Register of Historic Places, tied to Collier
County's founding and the first bank there. Plans include heritage tourism info
(hiking, biking, parks, restaurants, todging), plus community space for arts,
culture, events, exhibits. ESHP saved it from "demolition by neglect" with a $3
miilion HIID grant (via Congressman Diaz-Balart); state funds were vetoed.
They requested a meeting with staff to discuss plans, costs, and funding. A
handout ("Three Days in the Everglades") was shared to show how it
encourages longer stays ("heads in beds"). Discussion/Questions: Susan
Becker praised it as "wonderful" and noted sending visitors there; Friend said
the new center would be larger. Chairman Burt Saunders asked about
timeline-Friend said historic projects take "twice as much and three times as
long"; foundation work delayed, but funding from
foundations/govemmenVindividuals. Tim Mosier (Collier School Board
member, local resident) spoke in support (3-minute public comment), noting it
would attract more attention as an anchor for history and events; could open in
1-2 years with funds. Council direction: Staff to work with ESHP and bring
back a detailed plan (supported by Clark Hill and Saunders for preserving
heritage). No vote taken (informational only).
6.8. Paradise Coast Sports Complex Q4 Report (2025-5111) This is a
quarterly update presented by Michael Lieberman on operations at the Paradise
Coast Sports Complex (a major tourism asset for spofts events, generating
visitor spending). Q4 refers to the fourth quarter of fiscal year 2025 (likely July-
September 2025). Clarification: The report covers revenue, events, foot traffic,
and future plans. No specific transcription details available in the provided
document, but these reports typically include metrics like event attendance,
economic impact, and tourism promotion findings. Based on similar past
meetings, it would highlight how the complex promotes tourism (e.g., sports
tournaments drawing out-of-county visitors). Outcome likely informational,
with questions from council.
This is an update from the Tourism Director (Jay Tusa) on current activities,
lax collections, and trends.
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7. TOURISM DIRECTOR REPORT
February 20,2026
7.A. Tourism Director Updates & TDT Tax Report for January (2025-
5102) Updates on tourism initiatives and a report on January 2026TDT
collections (a 5%o tax on short-term lodging, funding tourism projects).
Clarification: Includes metrics like visitor numbers, hotel occupancy, and
revenue trends. No transcription details in the provided document, but
repofts often note seasonal pattems (e.g., winter highs) and any challenges
(e.g., international travel dips). Informational; no vote needed.
7.B. Tourism Director Report - February 2026 (2026-160) A monthty
overview for February 2026, coverrng ongoing projects, marketing, and
forecasts. Clarification: Similar to 7.A but focused on the current month.
Might include YTD data or upcoming events. Informational only.
8. CONSENTAGENDA
Routine items approved in one motion unless pulled for discussion. Items
are considered non-controversial, with staff recommendations to approve. If
pulled, they move to New or Old Business. Here, 8.8 and 8.E were pulled
for explanation by coastal zone management (discussed under New
Business). The rest (8.A, 8.C, 8.D, 8.F) were approved as consent
unanimous 8-0.
General Note: All items include a finding that they "promote
tourism" to justify TDT funding. From transcription: Items 8.B and
8.8 were pulled at the start (page 3), discussed later (pages 20-22),
and approved unanimously after explanation.
8.A. Recommendation to approve and authorize the purchase of a
John Deere 6135E Cab Tractor from Deere & Company utilizing
Cooperative Procurement Piggyback 411 "Sourcewell Ag
Tractors 082923-DAC" using Tourist Development Tax fund I I05
in the amount of 5176,292.81 and make a finding that this
expenditure promotes tourism. (2025-5112) Approve buying a
tractor for beach/park maintenance using TDT funds via a cooperative
contract (piggybacking on another govemment's bid for better
pricing). Promotes tourism by keeping facilities attractive.
8.B, Recommendation to approve the 2026 Doctors Pass Dredge
project scheduled for April I n{ay 2026 and authorize tourist
development tax expenditures for an estimated project cost not to
exceed $1,250,000; authorize a budget amendmentl and make a
finding that this item promotes tourism (Project 90549). (2026-39)
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February 20,2026
Approve dredging Doctors Pass (a waterway) to maintain boat access
and beaches, using up to $1.25M TDT. Pulled for discussion; from
transcription (page20), Chris D'Arco (Coastal Zone Management)
explained, and it was approved unanimously 8-0. Promotes tourism
via beach/boat access.
8.C. Recommendation to approve a 180-day administrative
extension for Agreement No. 22-7980 'oTourism International
Representation - Germany Market" with DiaMonde GmbH & Co
KG under the current contract pricing, terms and conditions, and
make a finding that this action promotes tourism. (2026-10)
Extend a contract for marketing Collier County tourism in Germany
for 180 days (bridge to new contract). Keeps promotion consistent.
8.D. Recommendation to approve a 180-day administrative
extension for Agreement No. 22-7979 "Tourism International
Representation - UK and Ireland Market" with OMMAC Ltd.,
under the current contract pricing, terms and conditions, and
make a finding that this action promotes tourism. (2026-20)
Similar to 8.C, but for [,]K,{lreland marketing extension.
8.E. Recommendation to approve the2026 Wiggins Pass Dredge
project scheduled for March / April 2026 and authorize Tourist
Development Tax expenditures for an estimated project cost not
to exceed $2,000,000; and make a finding that this item promotes
tourism (Project 80288). (2026-21) Approve dredging Wiggins Pass
for up to $2M TDT. Pulled; discussed and approved unanimously 8-0
(transcription page 20-22). Ensures navigable waters for boating
tourism.
8.F. Recommendation to approve a work order with APTIM
Environmental & Infrastructure, LLC, to provide professional
engineering services for 2027 -2028 Local Government Funding
Request under Contract No. 18-7432-CZ for lump sum not to
exceed $28,462 and make a finding that this item promotes
tourism (Fund I95, Project No. 90065). (2026-22) Approve
engineering services for future funding requests (e.g., state grants for
tourism projects) up to $28,462.
9. NEW BUSINESS
Items requiring discussion or votes on new proposals. From transcription
(pages 20-22), this included the pulled dredge items (8.B, 8.E) and the listed
9.A, 9.B. A11 passed unanimously.
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Februarv 20- 2026
9.A. Recommendation to award an agreement for Request for
Proposal ("RFP") 25-834l, "Tourism Marketing & Promotion,"
to Paradise Advertising and Marketing, Inc., with an effective
date of March30,2026, and make a finding that this action
promotes tourism. (2026-36) Award a new contract to Paradise
Advertising for overall tourisrn rnarketing (e.g., ads, promotions).
Effective late March 2026: pro motes visitor attraction. Motion
passed unanimously 8-0. Motion by Mike McComas, second by Clark
Hill
Recommendation to approve the expenditure of Tourism
Development Tax (TDT) funds in an amount not to exceed
$4,919,530 to support the Clam Pass Park Boardwalk Restoration
Project, a Collier County beach park facility, and make a finding
that these expenditures promote tourism. (2026-229) Approve
nearly $4.92M TDT for restoring the boardwalk at Clam Pass Park (a
beach access point). Enhances tourist access to beaches. Passed
unanimously 8-0. Motion by Susan Becker, second by Clark Hill.
10. OLD BUSINESS
Review or follow-up on prior items. No specific details in agenda or
transcription; likely none or brief if no carryovers.
ll. TEN MINUTE BREAK-None
12. AGENCYPARTNERREPORTS
Tourism Director Jay Tusa introduced the agency partner reports, noting that
these include updates from key partners such as Lou Hammond Group
(LHG) for public relations efforts.
12.A. Agency Partner Reports for January 2026 (2025-5101) The January
reports were included in the council packets for review. No verbal
presentation or discussion occurred on this subitem, as the focus shifted to
current and forward-looking activities.
12.8. Agency Partner Reports for February 2026 (2026-157)
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February 20,2026
Downs & St. Germain Research - James Brendle (in person)
Quarterly Report
Paradise Advertising -Tom Merrick (in person)
Present ing the Sense campaign
Lou Hammond Group -Erin Murphy and Mackenzie Comerer (in
person)
Presented the latest public relations efforts. They emphasized how PR
complements Paradise Advertising's awareness campaigns by using third-
parly voices (e.g., joumalists) to build consideration and trust.
Extended details: LHG focuses on diversifling coverage across print, online,
and social channels, targeting various traveler types (e.g., families, luxury
seekers, wellness enthusiasts). They highlighted media coverage samples
from fiscal year to date, including:
. New York Post: Feature on Ritz-Carlton Naples, with follow-up
planned for December visit.
. Marco Island spotlighted for best beaches in Condd Nast Traveler.
. Everglades City featured in Cond6 Nast Traveler, emphasizing
Camilla Street Grill and Big Cypress.. Rising food scene in Lonely Planet, with Marco Island noted.
. Family and meetings sectors in various outlets, with Jay Tusa quoted
on trends.
. "JOMO" (Joy of Missing Out) trend featuring JW Marriott Marco
Island's restorative experiences like sound baths and meditation.
International PR support: Additional funding last year enabled hosting 22
media from UK./Germany. Group FAMs (familiarization trips):
UK./Ireland: 5 media (e.g., Irish Daily Star, Sunday Post) in June,
generating coverage on outdoors.
Germany: FAM in July, plus individual stays (e.g., Jackie Agate in
August).
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o Paradise Advertising - Brandon Faust (Zoom)
Website Report
February 20,2026
Influencers (unpaid, in-kind partnerships): Collaborated with Garden & Gun
events, Perry Hotel, JW Marriott Marco Island, museums, and dining
partners. Two influencer couples from Florida created content on multi-
generational experiences, planning retum visits on their own.
Forward-looking story angles for 2026:
Spa/Wellness at Marco Island: Revamped offerings beyond massages,
including marine biologist-led kayak tours. First reporter (Boston
Globe) produced New England market piece two weeks post-stay.
Evolving Culinary Scene: Reframing "grandparents' destination"
narrative with emerging chefs (e.g., Kayla from BC Clet, Diego/Ming
from Nat NaQ. USA Today #2 smali-town food scene; spotlighting
Vincenzo from Osteria Tulia.
Everglades City l00th Anniversary (2027 prep): Pitching long-lead
print features; afar magazine committed. Focus on authentic
experiences like pulpit tours through Big Cypress, supporting smaller
partners.
No participant pictures or descriptions provided in sources. Chairman
Saunders asked for questions or comments; none noted.
Collier County Museums - Amanda Townsend (in person)
provided an update (quarterly report). November visitation was down
slightly from prior year (rough month), with 30% local/7lo/o out-of-
county visitors, discovered via word-of-mouth/web search. Customer
satisfaction high; one suggestion was reopening Depot Museum (now
done).
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Visitation: Lower than prior November; January/February strong
(100+ daily at reopened Naples Depot).
Reopenings/Events: Naples Depot grand reopening Jan 14 (250
visitors); homeschool day -90 children + families on transportation
activities. Everglades City Seafood Festival: 1,700 through museum,
hundreds outdoors (Betty Osceola cooking demos, alligator
wrestling). Collier Museum at Govemment Center: PBS "Craft in
America" filming featuring Seminole tribe's Brian/Pedro Zepeda.
Immokalee Cattle Drive: March 28, -100 cattle on Main Street to
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Extended details (bullet points for metrics/behaviors/comments):
February 20,2026
Roberts Ranch. Marco Island Historical Museum: #3 USA Today best
small-town museums. Key Marco Cat exhibit ends April 18, retuming
to Smithsonian.
. Behaviors: Visitors appreciate service; desire more locations open.
. Comments: Positive on satisfaction; negative on closures (addressed).
Chairman Saunders asked for questions/comments; brief mention of the cat
exhibit.
13. TOURISM STAFF REPORTS
Tourism Director Jay Tusa noted that the tourism staff reports are in the
council packets for review as normal. No verbal presentations or discussions
occurred.
13.A. Tourism Staff Reports for January 2026 (2025-5098) Reports included
in packets; no extended verbal details provided.
13.B. Tourism Staff Reports for February 2026 (2026-192) Reports included
in packets; no extended verbal details provided.
14. COUNCIL MEMBER DISCUSSION
Chairman Burt Saunders opened the floor for council member discussion,
starting from one end.
Susan Becker: Requested screens operate from meeting start
(technical issues noted earlier). Inquired about privatization update
(County Commission paused; directed staff for info on fraud in other
communities, especially 501(c)(6) orgs). Suggested tabling for now.
On budgets: Propose avoiding supplemental requests; start process
early so marketing plans aren't flat-funded (e.g., assuming $6M; get
extra ahead for better planning).
John Mullins (Director of Communications) (in person): Coordinating
with steering committee on privatization negotiations. No set
timeframe; workshops possible on contentious issues (e.g., fraud,
business plan, staffing, transition, procurement, contract transfers).
October goal but flexible. On budgets: As workshops start, proposals
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Extended details by member:
could incorporate extra funds; find "sweet spot" via ROI analysis on
target markets, avoid diminishing returns.
Laura Radler: Agree on starting budget process now; marketing plans
based on flat budget other-wise require revisions.
Bill Kramer: News on lan 29: Massive crane for Naples Pier
demolition. Thanked Sen. Scott, Rep. Donalds for FEMA/Army Corps
approvals (fi rst non-commercial pier post-hurricane). Encourages
thanks; hard to get DC action.
Clark Hill: Welcomed Commissioner Saunders; looking forward to
working together.
Darrin Palumbo (Zoom): Echoed welcome. Shared St. Augustine
police event observation: 1,000 officers boosting economy (hotels,
golf, massages, tours). Tourism works despite inconveniences; trickles
to working class. Proud of council role.
Nancy Kearns Kems (Zoom): Welcomed Saunders (remotely).
Keeping Ski Olesky and family in thoughts/prayers.
Chairman Burt Saunders: Looking forward to educational aspect;
good education today. No additions.
No participant pictures or descriptions provided in sources.
I5. NEXT MEETING
Confi rm future schedule.
15.A. Next Meeting Date - March 77,2026 (2026-153) Confirmed
the next meeting as March l7 ,2026.
Meeting close. From transcription, adjourned l1:04 a.m. after final
comments (e.g., welcoming new members, noting Ski Olesky's passing).
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I;cbruary 20 , 2026
16. ADJOURNED
The Minutes were approved on
as presented
February 20 , 2026
COLLIER CoUNTY
TOT] I{IST DIiVE,LOI'M ENT C]OUNCI I,
urt Saundcrs
C\^'/</:-(fr
(date of opproval)
or as amended
112
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Chairma4
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