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TDC Minutes 03/17/2026 (Draft)March 17, 2026 Page 1 MINUTES OF THE COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL MEETING March 17, 2026 – 9:00 a.m. LET IT BE REMEMBERED, the Collier County Tourist Development Council met in regular session on February 20, 2026, at 9:00 a.m., in the Board of County Commission Chambers, Collier County Government Center, 3299 Tamiami Trail East, 3rd Floor, Naples, Florida, with the following members present: Chairman Burt Saunders Vice Chair Clark Hill City Council Member Bill Kramer (arrived during roll call) Councilor Darren Palumbo Susan Becker Nancy Kearns Laura Radler Absent: City Council Member Michael McComas (not present; virtual participation not requested or approved as he did not join the meeting). (Note: Former member Steve Ulesky had passed away; a Celebration of Life was announced later in the meeting.) ALSO PRESENT: Jay Tusa (Tourism Director) Buzzy Ford (staff) Mr. Phil (Pledge leader) Tom Albrecht, Sales Manager for Northeast Groups and Sports Marketing James Brindle, Project Director with Downs and St. Germain (virtual) Rudy Webb, President, Paradise Advertising Audrey Clifford, Associate Director of Content and Social Strategy, Paradise Advertising (virtual) John Mullins, Director of Communications, Government and Public Affairs Amanda Townsend, Director of Collier County Museums March 17, 2026 Page 2 Any person who decides to appeal any decision made by the Council with respect to any matter considered at this meeting will need a record of the proceedings and, for such purpose, may need to ensure that a verbatim record of the proceedings is made, which record includes the testimony and evidence upon which the appeal is to be based. 1. CALL TO ORDER Chairman Saunders called the meeting to order at 9:00 a.m. Mr. Phil led the Pledge of Allegiance. 2. PLEDGE OF ALLEGIANCE The Pledge of Allegiance was recited by those in attendance. 3. ROLL CALL Roll call was conducted by Chairman Burt Saunders. All members noted as present above. City Council Member Bill Kramer arrived during roll call and was noted as present. City Council Member Michael McComas did not join (no vote taken for virtual participation). 4. AGENDA and MINUTES A. Chairman Burt Saunders stated there were no changes to the agenda. Motion by Susan Becker; seconded by Chairman Burt Saunders. All in favor signified by saying “aye.” The motion passed unanimously. B. The minutes of the February 20, 2026 TDC meeting were presented. Motion by Councilor Darren Palumbo; seconded by Laura Radler. All in favor signified by saying “aye.” The motion passed unanimously. 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. March 17, 2026 Page 3 6. PRESENTATIONS None 7. TOURISM DIRECTOR REPORT Jay Tulsa provided the March TDC collection report and tourism update. Tourist development tax revenue for January 2026 was $4,887,253, resulting in a year-to- date total of $10,913,535. Lodging performance showed occupancy decreased 1.8% year-over-year to 65%. The number of visitors increased 7.3% to 307,800. The month showed a 2.8% increase in ADR to $499.32 and RevPAR grew 1% to $324.56. Earned media performance remained strong, generating 118 million impressions and delivering high-value national and international coverage, including placements in Southern Living, the Boston Globe, and Mental Floss. Social media platforms continued strong year-to-date performance with 4 million impressions, 88,000 engagements, and 8,200 new followers, supported by consistent destination storytelling and event-focused content. Advanced implementation of the new “Paradise in Every Sense” brand campaign continued while cross-channel creative development and future campaign planning tied to FIFA activity in Miami and Atlanta. Generated group and sports business through distribution of 22 RFPs, representing potential 3,500 room nights, securing definite bookings totaling 870 room nights. Executed global trade outreach through GTM Luxury Summit participation, conducting one-on-one meetings with 44 advisors and engaging more than 100 advisors overall. FIFA- related destination positioning through launching a dedicated digital and out-of- home campaign for Miami and Atlanta. Strengthened destination distribution and conversion strategy through enhancements to the booking platform, expanding affiliate partner inventory and adding a homepage search widget to drive direct bookings. Supported major destination programming through delivery of marketing and press materials for the 2026 Chubb Classic and First Tee Sponsorship activations. 8. CONSENT AGENDA Consent Agenda not addressed or detailed in the provided transcription; no items were presented, pulled, or voted upon March 17, 2026 Page 4 9. NEW BUSINESS 9.A. USA Lacrosse WCLA National Championships Chairman Burt Saunders read the item. Recommendation to approve the use of Tourist Development Tax promotion funds to support the upcoming USA Lacrosse Women’s Collegiate Lacrosse Associates National Championships event in May 2026 for up to $10,000 and make a finding that these expenditures promote tourism. Presented by Tom Albrecht. Mr. Albrecht reported the event will be held May 11–16, 2026, at Paradise Coast Sports Complex—the first time in the 25-year history of the WCLA event that the championship will be hosted in Florida. Kristi Nutt, Director of Events at USA Lacrosse, stated the selection was based on accessibility, high-quality playing surfaces, and overall experience for athletes, families, and coaches. Previously held in St. Louis, Minneapolis, Dallas, Denver, Scottsdale, Colorado Springs, Virginia Beach, Salt Lake City, and Wichita. Staff recommendation: $10,000 (FY 2026 sports grants total $75,000; $72,000 remaining). USA Lacrosse projecting up to 500 room nights (documentation required for minimum 250 to receive full amount). At least 500 college athletes expected with over 600 spectators daily. Total economic impact calculated at a minimum of $389,000. Event budgeted to cost USA Lacrosse $67,000 (excluding meals and hotels), including $16,900 rental of fields at Paradise Coast Sports Complex. Discussion: Council members asked about lacrosse growth and popularity (noted as increasing nationally, especially among wealthy families and as an alternative to football due to CTE concerns). Questions on economic impact calculation (IDSS system), sales tax/tourist tax estimates, May room rates, and room occupancy (athletes often double/triple/quad). Motion by Susan Becker; seconded by Councilor Darren Palumbo. All in favor signified by saying “aye.” The motion passed unanimously. 9.B. Appointments to the Tourist Development Council Recommendation to the Board of County Commissioners on two appointments for four-year terms expiring April 21, 2030 (subject to BCC confirmation) and finding that the activity promotes tourism. Owner-operator vacancy (former Mr. Oleski seat): Michael Lamy, Jr., hotel manager, JW Marriott Marco Island Beach Resort. Pending vacancy (Ms. Becker’s seat): Susan Becker (re-applicant), Evan March 17, 2026 Page 5 Cooperman (owner, Island Shelling, Dolphin, and Fishing Adventures), and Jane Margulies (not present). Introductions: Mr. Lamy (19 years with Marriott; previously banquet chef, executive chef, director of food & beverage, director of operations at the Marco Island property) expressed excitement to contribute and support the Council. Mr. Cooperman described operations out of four marinas (three U.S. Coast Guard inspected vessels plus Naples Bay Water Shuttle) and prior government affairs experience in New York. Owner-operator seat: Motion by Vice Chair Clark Hill; seconded by Nancy Kearns. All in favor signified by saying “aye.” The motion passed unanimously. Non-owner-operator seat: Motion by Nancy Kearns (citing Ms. Becker’s experience on Third Street and with the TDC) seconded by Councilor Darren Palumbo. No other nominations; nominations closed. All in favor signified by saying “aye.” The motion passed unanimously. Mr. Cooperman was thanked for his willingness to serve and encouraged to stay engaged; praise given for his business and water shuttle service. 10. OLD BUSINESS No items under Old Business 11. TEN MINUTE BREAK – None 12. AGENCY PARTNER REPORTS 12.A. Visitor Metrics – January 2026 Presented virtually by James Brindle, Project Director, Downs and St. Germain. Top-line metrics: visitation up ~7%; visitor days up ~13% to nearly 2.2 million (due to increased length of stay); direct spend up 9.8% to approximately $356– 357 million; room nights up ~2% to 282,000; occupancy down due to supply growth; ADR up 2.8% to nearly $500; RevPAR ~$324–325. Origin data: domestic travel up (Northeast and Midwest primary); international down but improving month-over-month (Canada –15.5%, Europe flat, Central/South America –3–4%, other international –5%). Hotel leisure trends: March 17, 2026 Page 6 demand +6.6%, ADR $381.38 (+5.2%), occupancy 68.9% (–1.6%), supply +1.5%. Occupancy forecast: more properties reporting bookings up. K-shaped economy discussed (luxury/upscale properties performing well; mid- scale/economy struggling). International recovery forecast: full return to 2019 levels expected nationwide by ~2030; Canadian visitation –23% in 2025; Mexico +8%; U.S. share of global long-haul travel declining (18% in 1995 to 7% projected by end of decade). Questions from Council: West Coast occupancy/ADR trends (hurricane recovery impacts in other Gulf markets); long-term domestic vs. international statistics; data sources (visitor tracking survey with iPads + federal airport data). Additional data support offered for international tour operator contract reports. 12.B. Paradise Advertising Update Presented by Rudy Webb, President, and Audrey Clifford, Associate Director of Content and Social Strategy (virtual). Campaign overview: focus on high-ADR periods, shoulder/low season extension, Florida residents (September Sizzle dining), and international (UK/Germany). Winter campaign completed (Northeast/Midwest markets; video examples shown of warm-weather appeal in cold cities). Spring/summer campaign launching mid- April through mid-August (Southeast regional focus). YTD digital attribution (October 1–January): nearly $14 million in hotel and vacation home rental revenue; 23:1 ROI on ad spend. Content series in production: • Census Content Project (immersive storytelling through all five senses tied to “Paradise in Every Sense” brand). • Wellness series (recharge/rejuvenate beyond spas). • Golf series (resort courses, signature holes). • Dining series (chefs and evolving culinary scene). • Arts & culture series (creators and institutions). • Wedding series (venues and curated experiences). Grounded in trends: >60% of travelers use social media/video/AI for planning; growth in culinary, wellness, golf, cultural, and destination wedding travel. 13. TOURISM STAFF REPORTS March 17, 2026 Page 7 The tourism staff reports were included in the Council members’ packets for review 14. COUNCIL MEMBER DISCUSSION John Mullins, Director of Communications, Government and Public Affairs, provided an update on the TDT tax issue. A contractor has developed a fact sheet for both the county’s informational campaign and the community vote campaign. High-turnout precincts from the last gubernatorial election identified for targeted informational sessions. Ten informational meetings planned, dispersed among commissioner districts and focused on best voter turnout areas (including mail-in voters). Ballots typically mailed 45 days before the election; meetings scheduled for late summer/early fall. Discussion: County cannot use certain “magic words” to persuade but can highlight benefits; chamber voted to support (not lead); FRLA expected to take lead; county committed $150,000 to informational campaign; private-sector fundraising encouraged for full campaign. Council members discussed the recent BCC decision granting a 180-day extension (3-2 vote) on international tour operator contracts (Europe). Contracts will return for final approval with deeper ROI data (including from overseas contractors, Paradise Advertising, and Downs and St. Germain). Council encouraged to engage supportive commissioners. Additional comments on potential property tax reductions and tourism as default funding source; commitment to stronger commissioner engagement; Marco Island City Council exploring TDT-funded beach access and bathroom improvements; need for adequate promotional/advertising budget allocation to avoid supplemental requests (budget workshops upcoming). Amanda Townsend, Director of Collier County Museums, thanked the Council for 10 years of support, noting the unique value proposition of five free local history museums to tourism. This was her final TDC meeting as she moves to a new opportunity; she asked that her successor receive the same respect. A Celebration of Life for former member Steve Ulesky was announced for Saturday, March 28, 2026, at Pepper Ranch Preserve, noon to 3 p.m. 15. NEXT MEETING Confirm future schedule. March 17, 2026 Page 8 15.A. Next Meeting Date – April 21, 2026 (2026-153) Confirmed the next meeting as March 17, 2026. 16. ADJOURNED Meeting close. From transcription, adjourned around 10:05 a.m. after final comments. March 17, 2026 Page 9 COLLIER COUNTY TOURIST DEVELOPMENT COUNCIL ____________________________________ Chairman Burt Saunders The Minutes were approved on ______________, as presented __________ (date of approval) or as amended ___________.