HomeMy WebLinkAboutD. Tourist Development Council
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: JULY 21. 2010
Division:
TDC
Bulk Item: Yes --X- No
Department:
Staff Contact PersonlPhone #: Maxine Pacini
296-1552
AGENDA ITEM WORDING:
Approval of an agreement with Monroe Council of the Arts Corporation, d/b/a Florida Keys Council of
the Arts to provide funding to supplement costs of tourist related programs.
ITEM BACKGROUND:
TDC approved same at their meeting of June 22, 2010
PREVIOUS RELEVANT BOCC ACTION:
CONTRACT/AGREEMENT CHANGES:
New Agreement
STAFF RECOMMENDATIONS:
Approval
TOTAL COST: $72,500 per year
BUDGETED: Yes ~ No
COST TO COUNTY: $72,500 per year SOURCE OF FUNDS: TDC
REVENUE PRODUCING: Yes
No
AMOUNT PER MONTH Year
APPROVED BY: County Atty ~
B/lfIrchasing ~
Risk Management X
DOCUMENTATION:
Included X
Not Required_
DISPOSITION:
AGENDA ITEM #
Revised 11/06
MONROE COUNTY BOARD OF COUNTY COMMISSIONERS
CONTRACT SUMMARY
Contract
Effective Date:
Expiration Date:
743
1 0
9/30/12
Contract Purpose/Description:
Approval of an agreement with Monroe Council of the Arts Corporation, d/b/a Florida
Keys Council of the Arts to provide funding to supplement costs of tourist related
programs.
Contract Manager: Maxine Pacini
(Name)
3523
(Ext. )
TDC # 3
(Department/Stop #)
for BOCC meeting on
7/21/1 0
Agenda Deadline 7/6/1 0
CONTRACT COSTS
Total Dollar Value of Contract: $ 72,500
Budgeted? YeslZl No 0 Account Codes:
Grant: $
County Match: $
Current Year Portion: $
116-76007-530340- T016331X-530340
- --
-----
ADDITIONAL COSTS
Estimated Ongoing Costs: $~yr For:
(Not included in dollar value above) (eg. maintenance, utilities, janitorial, salaries, etc.)
CONTRACT REVIEW
Comments:
Changes
Needed
YesDN00
YesD No[2f
YesD No~
YesDNo~
Date Out
Division Director
C. Hall
Risk Management
o.~.IPfChaSing
County Attorney
OMB Form Revised 2/27/01 Mep #2
AGREEMENT
THIS Agreement (Agreement) is entered into this day of ,
2010 by and between MONROE COUNTY, Florida (County), and Monroe Council of
the Arts Corporation, d/b/a Florida Keys Council of the Arts (Provider).
WITNESSETH:
WHEREAS, Provider has requested funding to supplement costs of tourist
related programs; and
WHEREAS, County desires to fund tourist related programs; and
WHEREAS, the County finds that Provider is an appropriate tourist-related
program.
NOW THEREFORE, in consideration of the mutual covenants contained
herein, the parties agree as follows:
1. TERM: The term of this contract is for a period of two years beginning
October 1,2010 and expiring on September 30,2012.
2. SCOPE OF SERVICES: Provider shall provide the following services:
The administration and promotion of cultural/arts tourist related programs, including
but not limited to: publishing and distribution for use by tourism industry of annual
calendar of cultural events; a gallery guide and the production of an events guide;
weekly cultural calendar information provided to print media keys-wide; brochure of
locations/map of galleries/museums and other places of historic or cultural interest
for tourists; and the maintenance of cultural/arts information services that include
Florida Keys Council of the Arts website (www.keysarts.com). Provider shall
maintain rotating displays of visual art at the Key West and Marathon airports and
several public buildings, including the historic Gato Cigar Factory County Complex,
as well as answering any inquiries from potential travelers or visitors looking for
cultural information.
3. COMPENSATION: For the services described in paragraph 2 above,
the County shall provide an amount not to exceed $72,500 per year for the period of
October 1, 2010 through September 30, 2012, subject to any adjustment for an
invoice as described in the last sentence of this paragraph. Payments will be in
eleven (11) installments of $6,040 and one (1) installment of $6,060. Last payment
contingent upon providing proof of the following items: An Arts Gallery Guide, an
annual Calendar of events, an Events Guide, Brochure with map of locations of
museums & historic/Cultural site for tourists to visit, Web site for visitors. Monroe
County's performance and obligation to pay under this agreement is contingent upon
Florida Keys Council of the Arts Agreement 1
FY 2011
ID# 743
an annual appropriation by the BOCC. Said payment shall occur in compliance with
the Local Government Prompt Payment Act upon the TDC Administrative Office
receiving an invoice as outlined in Exhibit A. Included with the invoice shall be a
statement verifying and certifying that the requirements and duties set forth within
this agreement have been fully performed for the month for which the invoice is
being submitted and that payment for the services have not been duplicated within
other grant contracts with the BOCC, State of Florida Division of Cultural Affairs or
the National Endowment of the Arts.
4. RECORDS - ACCESS AND AUDITS: The Provider shall maintain all
books, records, and documents directly pertinent to performance under this
Agreement in accordance with generally accepted accounting principles consistently
applied. The records to justify all charges, expenses and costs incurred in
performing the work shall be maintained by the Provider for at least four (4) years
after completion of this contract. The County shall have reasonable and timely
access to such books, records, and documents concerning the contracted services.
If an auditor employed by the County or Clerk determines that monies paid to
Provider pursuant to this Agreement were spent for purposes not authorized by this
Agreement, the Provider shall repay the monies together with interest calculated
pursuant to Sec. 55.03, FS, running from the date the monies were paid to Provider.
(a) PUBLIC ACCESS. The County and Provider shall allow and permit
reasonable access to, and inspection of, all documents, papers, letters or other
materials in its possession or under its control subject to the provisions of Chapter
119, Florida Statutes, and made or received by the County and Provider in
conjunction with this Agreement; and the County shall have the right to unilaterally
cancel this Agreement upon violation of this provision by Provider.
5. INDEPENDENT CONTRACTOR RELATIONSHIP: The Provider is
and shall be, in the performance of all works, services, and activities under this
contract, an independent contractor and not an employee, agent or servant of the
County. The Provider shall exercise control, direction, and supervision over the
means and manner and personnel in which it and its employees perform the work.
In all respects, the Provider's relationship and the relationship of its employees to the
County shall be that of an independent contractor and not as employees or agents of
the County. Moreover, the Provider shall have no authority whatsoever to act on
behalf and/or as agent for the County in any promise, contract, or representation
other than specifically provided for in this contract. The County shall at no time be
legally responsible for any negligence on the part of said Provider, its employees or
agents, resulting in either bodily or personal injury or property damage to any
individual, form, or corporation.
6. MODIFICATION: Additions to, modification to, or deletions from the
Scope of Work and/or costs of work set forth in this contract may be made only by
Florida Keys Council of the Arts Agreement 2
FY 2011
ID# 743
amendment to this contract which must be approved in writing by the County. No
modification shall become effective without written approval of County.
7. BREACH AND PENALTIES: The parties agree to full performance of
the covenants contained in this contract, and the County reserves the right at its
discretion, provided any breach is material, to terminate the services in this contract
for any misfeasance, malfeasance or nonperformance of the contract terms or
negligent performance of the contract terms by Provider. Any waiver of any breach
of covenants herein contained shall not be deemed to be a continuing waiver and
shall not operate to bar the County from declaring a forfeiture for any succeeding
breach either of the same conditions or covenants or otherwise.
8. INDEMNIFICATION AND HOLD HARMLESS: The Provider shall
indemnify and hold harmless the County, its departments, agencies, officials,
employees, agents, servants and contractors, against any claims, liabilities and
expenses (including reasonable attorney's fees) arising as a result of any direct
and/or indirect action of Provider, its employees, agents, servants and/or contractors
in the performance of the terms of this contract or otherwise related to activity
conducted in the furtherance of this contract. Provider shall immediately give notice
to County of any suit, claim or action made against Provider that is related to any
activity under this contract and will cooperate with the County in the investigation
arising as a result of any suit, claim or action related to this Agreement. The first
$10.00 of compensation shall be consideration for this indemnification. This
provision shall survive the termination of this Agreement.
9. LAWS AND REGULATIONS: It shall be understood and agreed that
any and all services, materials and equipment shall comply fully with all Local, State
and Federal laws and regulations.
10. TAXES: The County is exempt from Federal, Excise and State of
Florida Sales Tax.
11. FINANCE CHARGES: The County will not be responsible for any
finance charges.
12. SEVERABILITY: If any term, covenant, condition or provision of this
contract shall be held by a court of competent jurisdiction to be invalid or
unenforceable, the remaining terms, covenants, conditions and provisions of this
contract, or the application of such provision other than those as to which it is invalid
or unenforceable, shall not be affected thereby; and each remaining term, covenant,
condition and provision of this contract shall be valid and enforceable to the fullest
extent permitted by law unless the enforcement of the remaining terms, covenants,
conditions and provisions of this Agreement would prevent the accomplishment of
the original intent of this Agreement. The County and Provider agree to reform the
Florida Keys Council of the Arts Agreement 3
FY 2011
ID# 743
Agreement to replace any stricken provision with a valid provision that comes as
close as possible to the intent of the stricken provision.
13. FORCE MAJEURE: The Provider shall not be liable for delay in
performance or failure to perform in whole or in part, the services due to the
occurrence of any contingency beyond its control or the control of any of its sub-
Providers or suppliers, including labor dispute, strike, labor shortage, war or act or
war whether an actual declaration thereof if made or not, insurrection, sabotage, riot
or civil commotion, act of public enemy, epidemic, quarantine restriction, accident,
fire, explosion, storm, flood, drought, or other act of God, act of any governmental
authority, jurisdictional action, or insufficient supply of fuel, electricity, or materials or
supplies, or technical failure where the Provider has exercised reasonable care in
the prevention thereof, and any such delay or failure shall not constitute a breach of
the contract. The Provider shall notify the TOC of any delay or failure to perform
within five (5) days of such action. Upon demand of TOC, the Provider must furnish
evidence of the causes of such delay or failure. The Provider shall not resume its
performance hereunder unless provided for in the Scope of Services.
14. ASSIGNMENT: Provider shall not assign, transfer, sublease, pledge,
hypothecate, surrender, or otherwise encumber of dispose of this contract or any
estate created by this contract or any interest in any portion of the same, or permit
any other person or persons, company or corporation to perform services under this
contract without first obtaining the written consent of the County. In the event of
such consent, this contract shall be binding upon the Provider's successors and
assigns.
15. DISCLOSURE: The Provider shall be required to list any or all
potential conflicts of interest, as defined by Florida Statute 112 and Monroe County
Ethics Ordinances. The Provider shall disclose to the County all actual or proposed
conflicts of interest, financial or otherwise, direct or indirect, involving any client's
interest which may conflict with the interest of the County.
16. ADDITIONAL CONDITIONS: Provider agrees to accept additional
conditions governing the use of funds or performance of work as may be required by
federal, state or local statute, ordinance or regulation or by other policy adopted by
County. Such additional conditions shall not become effective until Provider has
been notified in writing and no such additional conditions shall be imposed
retroactively.
17. INDEPENDENT PROFESSIONAL JUDGEMENT: Provider shall at all
times exercise independent professional judgment and shall assume full
responsibility for the service to be provided and work to be completed.
18. CARE OF PROPERTY: The Provider shall be responsible to the
County for the safekeeping and proper use of the property entrusted to Provider's
Florida Keys Council of the Arts Agreement 4
FY 2011
ID# 743
care, to include any and all insurance for the value of the equipment and any
maintenance or service contracts relating to such equipment for its service life.
19. ETHICS CLAUSE: The Provider warrants that no person has been
employed or retained to solicit or secure this contract upon an agreement or
understanding for a commission, percentage, brokerage, or contingent fee and that
no member of the Monroe County government or the TDC has any interest,
financially or otherwise, in the Firm or its subcontractors. County agrees that officers
and employees of the County recognize and will be required to comply with the
standards of conduct for public officers and employees as delineated in Section
112.313, Florida Statutes, regarding, but not limited to, solicitation or acceptance of
gifts; doing business with one's agency; unauthorized compensation; misuse of
public position, conflicting employment or contractual relationship; and disclosure or
use of certain information.
The Provider warrants that it has not employed, retained or otherwise had act
on hislits behalf any former County officer or employee in violation of Section 2 of
Ordinance No. 10-1990 or any County officer or employee in violation of Section 3 of
Ordinance No. 10-1990. For breach or violation of this provision the County may, in
its discretion, terminate this contract without liability and may also, in its discretion,
deduct from the contract or purchase price, or otherwise recover, the full amount of
any fee, commission, percentage, gift, or consideration paid to the former County
officer or employee.
20. COVENANT OF NO INTEREST. County and Provider covenant that
neither presently has any interest, and shall not acquire any interest, which would
conflict in any manner or degree with its performance under this Agreement, and
that only interest of each is to perform and receive benefits as recited in this
Agreement.
21. NO SOLICITATION/PAYMENT. The County and Provider warrant
that, in respect to itself, it has neither employed nor retained any company or
person, other than a bona fide employee working solely for it, to solicit or secure
this Agreement and that it has not paid or agreed to pay any person, company,
corporation, individual, or firm, other than a bona fide employee working solely for it,
any fee, commission, percentage, gift, or other consideration contingent upon or
resulting from the award or making of this Agreement. For the breach or violation of
the provision, the Provider agrees that the County shall have the right to terminate
this Agreement without liability and, at its discretion, to offset from monies owed, or
otherwise recover, the full amount of such fee, commission, percentage, gift, or
consideration.
22. NOTICE: Any notice required or permitted under this contract shall be
in writing and hand-delivered or mailed, postage prepaid by certified mail, return
receipt requested, to the other party as follows:
Florida Keys Council of the Arts Agreement 5
FY 2011
ID# 743
For Provider:
President, Florida Keys Council of the Arts
1100 Simonton Street
Room 2-263
Key West, FL 33040
For Monroe County TOC:
Ms. Lynda Stuart
1201 White Street
Suite 102
Key West, FL 33040
For County:
County Attorney
P.O. Box 1026,
Key West, FL 33041-1026
County shall give notice to Provider of any meetings on which is an agenda item
pertaining to Providers contract. Said notice shall be given so that Provider has
ample time to make travel arrangements for an Executive Board member to attend
the meeting.
23. TERMINATION: Either party shall have the right to cancel this
contract at its sole discretion with or without cause upon sixty (60) days prior written
notice to the other party. Provider shall deliver to the County all papers, equipment
and other material related to the work performed under this contract upon
termination thereof.
24. PUBLIC ENTITY CRIME STATEMENT: A person or affiliate who has
been placed on the convicted vendor list following a conviction for public entity crime
may not submit a bid on a contract to provide any goods or services to a public
entity, may not submit a bind on a contract with a public entity for the construction or
repair of a public building or public work, may not submit bids on leases of real
property to public entity, may not be awarded or perform work as a contractor,
supplier, subcontractor, or consultant under a contract with any public entity, and
may not transact business with any public entity in excess of the threshold amount
provided in Section 287.017, for CATEGORY TWO for a period of 36 months from
the date of being placed on the convicted vendor list.
25. APPROVALS AND CHANGES OF SPECIFICATIONS OF SERVICES:
The TOC shall have the sole and exclusive right to approve, modify, reject, or cancel
any and all plans, proposals, submissions and other work in process, in which event
the TOC's directions shall be immediately implemented. However, nothing in this
contract shall be construed as requiring the Provider to violate any contractual
commitments to vendors contracted on TOC's behalf. All contractual commitments
to contracted vendors require the TOC's prior written approval. The County shall
Florida Keys Council of the Arts Agreement 6
FY 2011
1D# 743
only be liable for charges approved in writing prior to the Provider's entering into
such contractual commitment.
The performance of all services between Provider as described and otherwise
provided under this contract will be in full cooperation with and under the direct
supervision of the TOC. Whenever approval is required from the TOC, said approval
shall be in writing from the TOC Administrative Director or a designee, according to
TOC policy.
26. GOVERNING LAW, VENUE, INTERPRETATION, COSTS, AND
FEES: This Agreement shall be governed by and construed in accordance with the
laws of the State of Florida applicable to contracts made and to be performed
entirely in the State. In the event that any cause of action or administrative
proceeding is instituted for the enforcement or interpretation of this Agreement, the
County and Provider agree that venue shall lie in the appropriate court or before the
appropriate administrative body in the 16th Judicial Circuit in and for Monroe County,
Florida.
27. ATTORNEY'S FEES AND COSTS: The County and Provider agree that
in the event any cause of action or administrative proceeding is initiated or defended
by any party relative to the enforcement or interpretation of this Agreement, the
prevailing party shall be entitled to reasonable attorney's fees, court costs,
investigative, and out-of-pocket expenses, as an award against the non-prevailing
party, and shall include attorney's fees, courts costs, investigative, and out-of-pocket
expenses in appellate proceedings. Mediation proceedings initiated and conducted
pursuant to this Agreement shall be in accordance with the Florida Rules of Civil
Procedure and usual and customary procedures required by the circuit court of
Monroe County.
28. ADJUDICATION OF DISPUTES OR DISAGREEMENTS. County and
Provider agree that all disputes and disagreements shall be attempted to be
resolved by meet and confer sessions between representatives of each of the
parties. If the issue or issues are still not resolved to the satisfaction of the parties,
then any party shall have the right to seek such relief or remedy as may be provided
by this Agreement or by Florida law. This agreement is not subject to arbitration.
29. COOPERATION. In the event any administrative or legal proceeding is
instituted against either party relating to the formation, execution, performance, or
breach of this Agreement, County and Provider agree to participate, to the extent
required by the other party, in all proceedings, hearings, processes, meetings, and
other activities related to the substance of this Agreement or provision of the
services under this Agreement. County and Provider specifically agree that no party
to this Agreement shall be required to enter into any arbitration proceedings related
to this Agreement.
Florida Keys Council of the Arts Agreement 7
FY 2011
ID# 743
30. BINDING EFFECT. The terms, covenants, conditions, and provisions
of this Agreement shall bind and inure to the benefit of the County and Provider and
their respective legal representatives, successors, and assigns.
31. AUTHORITY. Each party represents and warrants to the other that the
execution, delivery and performance of this Agreement have been duly authorized
by all necessary County and corporate action, as required by law.
32. NONDISCRIMINATION. County and Provider agree that there will be
no discrimination against any person, and it is expressly understood that upon a
determination by a court of competent jurisdiction that discrimination has occurred,
this Agreement automatically terminates without any further action on the part of any
party, effective the date of the court order. County or Provider agree to comply with
all Federal and Florida statutes, and all local ordinances, as applicable, relating to
nondiscrimination. These include but are not limited to: 1) Title VII of the Civil
Rights Act of 1964 (PL 88-352) which prohibits discrimination on the basis of race,
color or national origin; 2) Title IX of the Education Amendment of 1972, as
amended (20 USC ss. 1681-1683, and 1685-1686), which prohibits discrimination on
the basis of sex; 3) Section 504 of the Rehabilitation Act of 1973, as amended (20
USC s. 794), which prohibits discrimination on the basis of handicaps; 4) The Age
Discrimination Act of 1975, as amended (42 USC ss. 6101-6107) which prohibits
discrimination on the basis of age; 5) The Drug Abuse Office and Treatment Act of
1972 (PL 92-255), as amended, relating to nondiscrimination on the basis of drug
abuse; 6) The Comprehensive Alcohol Abuse and Alcoholism Prevention, Treatment
and Rehabilitation Act of 1970 (PL 91-616), as amended, relating to
nondiscrimination on the basis of alcohol abuse or alcoholism; 7) The Public Health
Service Act of 1912, ss. 523 and 527 (42 USC ss. 690dd-3 and 290ee-3), as
amended, relating to confidentiality of alcohol and drug abuse patent records; 8)
Title VIII of the Civil Rights Act of 1968 (42 USC s. et seq.), as amended, relating to
nondiscrimination in the sale, rental or financing of housing; 9) The Americans with
Disabilities Act of 1990 (42 USC s. 1201 Note), as maybe amended from time to
time, relating to nondiscrimination on the basis of disability; 10) Any other
nondiscrimination provisions in any Federal or state statutes which may apply to the
parties to, or the subject matter of, this Agreement.
33. NON-RELIANCE BY NON-PARTIES. No person or entity shall be
entitled to rely upon the terms, or any of them, of this Agreement to enforce or
attempt to enforce any third-party claim or entitlement to or benefit of any service or
program contemplated hereunder, and the County and the Provider agree that
neither the County nor the Provider or any agent, officer, or employee of either shall
have the authority to inform, counsel, or otherwise indicate that any particular
individual or group of individuals, entity or entities, have entitlements or benefits
under this Agreement separate and apart, inferior to, or superior to the community in
general or for the purposes contemplated in this Agreement.
Florida Keys Council of the Arts Agreement 8
FY 2011
ID# 743
34. ATTESTATIONS. Provider agrees to execute such documents as the
County may reasonably require, to include a Public Entity Crime Statement, an
Ethics Statement, and a Drug-Free Workplace Statement.
35. OWNERSHIP: All work performed under the contract shall be the
property of the TDC and County, for whatever use and/or disposition the TDC and
County may deem appropriate. Such property shall include: a) all plans, documents
and recommendations; b) All manuscripts, copy, graphics, and videotapes. The
TDC and County shall have the full right to reproduce and/or use any products
derived from the Provider's work under the contract without payment of any royalties,
or fees.
36. FULL CONTRACT: This writing embodies the entire contract and
understanding between the parties hereto, and there are not other
contracts/agreements and understandings, oral or written, with reference to the
subject matter hereof that are not merged herein and superseded hereby. In order
to be effective, any amendment and/or change to this contract shall be in writing
recommended by the TDC and approved by the County and signed by both parties.
37. SECTION HEADINGS; Section headings have been inserted in this
Agreement as a matter of convenience of reference only, and it is agreed that such
section headings are not a part of this Agreement and will not be used in the
interpretation of any provision of this Agreement.
THE REST OF THIS PAGE INTENTIONALLY LEFT BLANK
Florida Keys Council of the Arts Agreement 9
FY 2011
ID# 743
38. CONSTRUCTION: This contract has been carefully reviewed by legal
counsel for both parties. Therefore, this contract shall not be strictly construed
against either party on the basis of authorship.
(SEAL)
Attest: Danny L. Kolhage, Clerk
Board of County Commissioners
of Monroe County
Deputy Clerk
(CORPORATE SEAL)
Attest:
Mayor/Chairman
Florida Keys Council of the Arts
By.
Secretary
15&/ ?irfl:e1J-t ,7 OIJJJ9
Print Name
Print Name
OR
(1 ) Witness
Print Name
(2) Witness
Print Name
, .
Florida Keys Council of the Arts Agreement 10
FY2011
ID# 743
Exhibit A
INVOICE
The administration and promotion of cultural/arts tourist related programs, including
but not limited to: publishing and distribution for use by tourism industry of annual
calendar of cultural events; a gallery guide; An events guide; weekly cultural
calendar information provided to print media keys-wide; brochure of locations/map of
galleries/museums and other places of historic or cultural interest for tourists.
Maintain cultural/arts information services that include Florida Keys Council of the
Arts website (www.keysarts.com). Answering any inquiries from potential travelers
or visitors looking for cultural information.
Florida Keys Council of the Arts
The Florida Keys Council of the Arts certified that all services and provisions
specified within the agreement have been met for the month of
200
The Florida Keys Council of the Arts requests payment of $6,040 for 11 months and
$6,060 for one month made payable to the Florida Keys Council of the Arts.
Onlv for the Invoice dated September 1 - 30. 2012 the following documents must be attached
before final payment can be considered:
Arts Gallery Guide
Annual Calendar of Events
Events Guide
Brochure with map of locations of museums & historic/Cultural site for tourists to visit
Web site for Visitors
Signature
Date
Sworn to and subscribed for me this
day of
,200_
Notary Public
Personally known _
or produced identification _
Type of identification produced
............................................................................
Monroe County Tourist Development Council
Administrative Office
Date
Florida Keys Council of the Arts Agreement 11
FY 2011
ID# 743
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: JULY 21, 2010
Division:
TDC
Bulk Item: Yes ~ No
Department:
Staff Contact Person/Phone #: Maxine Pacini
296-1552
AGENDA ITEM WORDING:
Approval is requested to utilize $500,000 Monroe County Tourist Development Council (TDC)
Emergency Contingency Funds for advertising, public relations, sales and research to address the
impacts of the BP oil spill.
ITEM BACKGROUND:
TDC approved same at their meeting of June 22, 2010. Attached is a copy of the TDC portion of the
minutes approving use of Emergency Contingency Funds, and a copy of the backup material provided
to the TDC.
PREVIOUS RELEVANT BOCC ACTION:
CONTRACT/AGREEMENT CHANGES:
STAFF RECOMMENDATIONS:
Approval
TOTAL COST: $500,000
BUDGETED: Yes -K- No
COST TO COUNTY: None
SOURCE OF FUNDS:
TDC
REVENUE PRODUCING: Yes X No
AMOUNTPERMONTH_ Year
APPROVED BY: County Arty N/A
OMB/Purchasing N/ A
Risk Management N/ A
DOCUMENT ATION:
Incl uded X
Not Required_
DISPOSITION:
AGENDA ITEM #
Revised 11/06
Minutes of the June 22, 2010 TOC Minutes
N.5: Consideration and Action re: Emerqency Funds: Mr. Wheeler requested the TOC to consider
that there is a potential economic/natural disaster pending with the Oeep Horizon oil spill issue and
recommended the TOC approve an emergency funding request of $500,000 to be allocated to the
marketing accounts within the FY 2010 budget. If required the funds would be readily available to
advertising, research, sales and public relations within their operational budgets.
These funds would not be allocated without the approval of the TOC Chairperson and subsequently
each Board member would be informed of the placement of the funds. If approved by the TOC, the
request would be moved forward to the BaCC for final approval at their July meeting.
Mr. Marzella moved approval of $500,000 emergency resources to be allocated to operational
marketing accounts within the FY 2010 budget, Mr. Wright seconded. Motion passed
unanimously.
DA TE:
June 14, 2010
TO:
Monroe County Tourist Development Council
FROM:
Harold Wheeler, TDC Director
RE:
Consideration and Action re: Emergency Funds
The Monroe County Tourist Development Council (TDC) at this meeting will address whether or
not there is an economic/natural disaster impending with the Deepwater Horizon or BP oil spill,
and upon two thirds vote, would declare that an emergency exists.
I suggest that there is a potential economic/natural disaster pending and recommend approving
an emergency funding request of $500,000 to be allocated to operational marketing accounts.
The funds would be allocated to advertising, public relations, sales and research, by placing the
amounts in the Advertising and Promotional Resources and Event Resources accounts.
These funds would not be allocated directly to expense accounts or promotional placement
without the approval of the TDC Chairperson. Each Board would then be informed of the
placement of the funds.
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: JULY 21. 2010
Division:
TDC
Bulk Item: Yes ~ No
Department:
Staff Contact PersonlPhone #: Maxine Pacini
296-1552
AGENDA ITEM WORDING:
Approval to revise TDC Operations Manual "Acceptable Event Marketing Expense" Policy.
ITEM BACKGROUND:
TDC approved same at their meeting of June 22, 2010
PREVIOUS RELEVANT BOCC ACTION:
CONTRACT/AGREEMENT CHANGES:
Revision to TDC Operations Manual Policy
STAFF RECOMMENDATIONS:
Approval
TOTAL COST: No Cost
BUDGETED: Yes
No
COST TO COUNTY: No Cost
SOURCE OF FUNDS:
NO COST
REVENUE PRODUCING: Yes X No
AMOUNTPERMONTH_ Year
APPROVED BY: County Atty _ OMBIPurchasing _ Risk Management _
DOCUMENTATION:
Included X
Not Required_
DISPOSITION:
AGENDA ITEM #
Revised 11/06
DATE:
June 25, 2010
TO:
Monroe County Board of County Commissioners
FROM:
Harold Wheeler, TDC Director
RE:
Consideration and Action re:
Marketing Expense Policy
Revised Acceptable Event
Attached is a revised TDC Operations Manual policy for acceptable event marketing.
This revised policy is intended to clarify for event coordinators permissible expenditures relating
to reimbursement for acceptable public relations items, advertising and promotional materials
for events.
TDC approved same at their meeting of June 22, 2010.
REVISED
(Additions are in red/deletions are shown with strikethrough)
Acceptable Event MarketinQ Expenses
(Destination/Turn Key/Cu Itu ral/Fishi ng Events)
Boee 9/20/06
ADVISORY COMMITTEES (UMBRELLAS/DISTRICT ADVISORY COMMITTEES) AND
EVENT COORDINATORS' RESPONSIBILITY: It is the responsibility of the Advisory
Committees (Umbrella/District Advisory Committees (DAC) and Event Coordinators to keep
apprised of all Monroe County Tourist Development Council's policies and procedures
pertaining to event funding. 01/22/92
When DAC event proposals are received, they will be distributed to DACs for review and
recommendations to the TDC. Upon approval of the TDC of any event funding
recommendations, a contract will be entered into by the applicant and BOCC. The BOCC has
final approval of all contracts.
Any Request for Proposal (RFP) response received after the specified deadline, as determined
within the RFP, will not be accepted. TOC 7/21/93 This policy mirrors that of the Board of County
Commissioners. socc 9/8/93
EVENT FUNDING: The TDC has established several categories of events that may receive
funding. There are four categories of events that may receive funding from the TDC;
Destination Events; Turnkey Events; Cultural Events and Fishing Events.
All advertising and promotional items shall follow the logo/guidelines found in Section II, page
15 for the Monroe County Tourist Development Council.
TDC funded items are NOT to be sold. 9/14/94
Only the items listed will be reimbursed for the described events. All event coordinators will
receive a reimbursement/direct payment packet that includes an executed copy of the funding
agreement. The packet provides guidelines required for reimbursement/direct payment of
Acceptable Event Marketing Expenses.
No individual applications for Event funding will be considered out of the Two Penny Event
Fund other than the Umbrellas (Cultural, Fishing & Diving). 7/26/95
Marketing expenses for events held outside Monroe County shall not be reimbursed/direct
paid. 5/19/10
DESTINATION EVENTS: Destination events as defined under Section IV-A, page 4 will be
paid as per the scope of services within the contract and those acceptable items/expenses
listed below. Destination events may utilize up to 10% of their approved line item budgets for
in-county hard media and public relations. A general non-allocated line item is not to exceed
15% of the total budget and can only be utilized for acceptable TDC items as listed in this
section. There cannot be more than a 10% deviation on the approved line item budget.
Media Placement & Production Costs: newspaper; magazines, radio; TV; website/internet
advertising onll
Promotional Siqns: posters and banners
Promotional Items: T-shirts; hats; jackets; koozie cups. Refer to Sales/Resale statement in
Section II, Page 15.
Direct Mail Promotions: brochures and pamphlets including postage/shipping. This is a direct
mail promotional brochure/pamphlet utilized for pre-event advertising.
Proqrams: TDC will pay for an event program of listed or schedule of activities and information
on the event, an amount not to exceed 50% of cost, including production and printing, of
program as outlined in contract budget.
Public Relations (PR): Print and broadcast public relations materials for distribution to media,
such as but not limited to press releases, public service announcements, photography to be
utilized in PR releases and video news releases as approved by the Public relations expenses
th3t 3ro 3ppro'Jod by public relations agency of record. Only permissible PR material
produced by the agency of record and/or a professional public relations agency shall be
accepable.
In-House Production: In-house production of any permissible expenditures will not be
considered for reimbursement.
Event Promotions: TDC funding is intended for promotion of events as opposed to the
ongoing programs of an organization or promotion of the facility. TDC will only consider
reimbursement of advertising and promotional materials that highlight the event versus the
regular programming of an organization or facility.
Items that have not been approved by the appropriate agency of record prior to
production/placement shall not be considered for reimbursement/direct payment.
TURNKEY EVENTS: TurnKey events as defined under Section IV-A, page 5 will be paid
based upon the scope of services within the contract.
CUL TURALlFISHING UMBRELLA EVENT FUNDING: Any event of a fishing or
artistic/special/dramatic nature shall apply for funding under the appropriate umbrella
organ ization.
Within the Cultural and Fishing Umbrella events funding process, the monies received by the
event coordinator is to be used within the approved acceptable list of TDC expenses listed
below without any restriction as to out-of-county advertising. Each Umbrella shall appropriate
a minimum of 30% of the funds of the Umbrella for out-of-county advertising and public
relations. 70% or the remainder that has not been allocated to the advertising/public relations
agencies of record within the Umbrellas, shall be allocated by the Umbrella to the applicants
for event funding. The budget, which is included with the application, will be individually
reviewed by the Umbrella, the applicant and the advertising/public relations agencies of record.
There cannot be more than a 10% deviation on the approved line item budget. No
amendments to budgets will be permitted after this approval process. 9/14/94 General non
allocated line item is not to exceed 15% of the total budget and can only be utilized for
acceptable TDC items listed below.
If an Umbrella does not allocate all the funds earmarked for direct event funding within a
district, the remaining funds shall be allocated and utilized to advertise that specific district as
recommended by the Umbrella committee.
Any event receiving funding under the Umbrella organization will not be eligible for additional
funding under another TDC event category. 08/14/91
CULTURAL EVENTS: Procedures for cultural events can be found in the Monroe County
TDC Operations Manual in Section IV-C.
Media Placement & Production Costs: newspaper; magazines, radio; TV; website/internet
advertising onll
Promotional Siqns: posters and banners
Promotional Items: T-shirts; hats; jackets; koozie cups. Refer to Sales/Resale statement in
Section II, Page 15.
Direct Mail Promotions: brochures and pamphlets including postage/shipping. This is a direct
mail promotional brochure/pamphlet utilized for pre-event advertising.
Proqrams: TDC will pay for an event program of listed or schedule of activities and
information on the event, an amount not to exceed 50% of cost, including production and
printing, of program as outlined in contract budget.
Public Relations (PR): Print and broadcast public relations materials for distribution to media,
such as but not limited to press releases, public service announcements, photography to be
utilized in PR releases and video news releases as approved by the Public rol3tions oxponsos
that are approved by public relations agency of record. Only permissible PR material
produced by the agency of record and/or a professional public relations agency shall be
accepable.
In-House Production: In-house production of any permissible expenditures will not be
considered for reimbursement.
Event Promotions: TDC funding is intended for promotion of events as opposed to the
ongoing programs of an organization or promotion of the facility. TDC will only consider
reimbursement of advertising and promotional materials that highlight the event versus the
regular programming of an organization or facility.
Items that have not been approved by the appropriate agency of record prior to
production/placement shall not be considered for reimbursement/direct payment.
FISHING EVENTS: Procedures for fishing events can be found in the Monroe County TDC
Operations Manual in Section IV-B.
Media Placement & Production Costs: newspaper; magazines, radio; TV; website/internet
advertising onll
Promotional Siqns: posters and banners
Promotional Items: T-shirts; hats; jackets; koozie cups; trophies/awards (Fishing Tournaments
only) 1. Refer to Sales/Resale statement in Section II, Page 15.
Direct Mail Promotions: brochures and pamphlets including postage/shipping. This is a direct
mail promotional brochure/pamphlet utilized for pre-event advertising.
Proqrams: TDC will pay for an event program of listed or schedule of activities and
information on the event, an amount not to exceed 50% of cost, including production and
printing, of program as outlined in contract budget.
Public Relations: Public relations expenses that are approved by public relations agency of
record.
1 TROPHIES: framed art work, framed photography, engraved crystal and glass, plaques,
trophies, sculptures (fiberglass, metal, glass & wood) and framed certificates shall constitute a
trophy. All such trophies must include the appropriate information as outlined in the policies
(tournament name, date, and location). 9/14/94 For TROPHY reimbursement, Tournament
Directors must present the original invoice of the trophies, a notarized list of winners of the
event, and a notarized list of the plates and/or glass etching from the engraving company.
8/20/03.
2 ADVERTISING THROUGH THE INTERNET: The TDC will pay for Internet advertising on
web sites (banners, buttons, website links), and E-mail blasts. Internet advertising links may go
to the event website. Logo is required on banners and E-blasts. No payment will be made for
development or operation (hosting) of website. soee 5/16/06
SALE/RESALE OF TDC FUNDED ITEMS: Items funded, including creative and resulting
work product, by the BOCCITDC, in accordance with Florida Public Records Law, are owned
by the BOCCITDC and as such may not be sold. 09/14/94
Public Relations (PR): Print and broadcast public relations materials for distribution to media,
such as but not limited to press releases, public service announcements, photography to be
utilized in PR releases and video news releases as approved by the Public relations expenses
th3t 3ro 3ppro'Jod by public relations agency of record. Only permissible PR material
produced by the agency of record and/or a professional public relations agency shall be
accepable.
In-House Production: In-house production of any permissible expenditures will not be
considered for reimbursement.
Event Promotions: TDC funding is intended for promotion of events as opposed to the
ongoing programs of an organization or promotion of the facility. TDC will only consider
reimbursement of advertising and promotional materials that highlight the event versus the
regular programming of an organization or facility.
Items that have not been approved by the appropriate agency of record prior to
production/placement shall not be considered for reimbursement/direct payment.
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: JULY 21. 2010
Division:
TDC
Bulk Item: Yes ~ No
Department:
Staff Contact PersonlPhone #: Maxine Pacini
296-1552
AGENDA ITEM WORDING:
Approval of the 2010/2011 Monroe County Tourist Development Council Marketing Plan.
ITEM BACKGROUND:
TDC approved the Marketing Plan with a unanimous vote at their meeting of June 22,2010
PREVIOUS RELEVANT BOCC ACTION:
CONTRACT/AGREEMENT CHANGES:
STAFF RECOMMENDATIONS:
Approval
TOTAL COST: No Cost
BUDGETED: Yes ~ No
COST TO COUNTY: None
SOURCE OF FUNDS:
TDC
REVENUE PRODUCING: Yes X No
AMOUNTPERMONTH_ Year
APPROVED BY: County Atty N/ A
OMBIPurchasing N/ A
Risk Management _ N/ A_
DOCUMENTATION:
Included X
Not Required_
DISPOSITION:
AGENDA ITEM #
Revised 11/06
Table of Contents
Section One: The Mission of the TOe
I. Vision Statement..................................................................................... .A-2
II. Purpose of Plan....................................................................................... .A-3
Section Two: Situation Analysis
I. Product Analysis....................................................................................... B-1
II. Position Analysis..................................................................................... C-1
III. Prospect Analysis.................................................................................... D-1
IV. Promotional Analysis................................................................................ E-1
Section Three: Program Planning
I. Program Development
I. Goals............................................................................................. F-1
II. Priorities....................................................................................... G-1
III. Resources.................................................................................... H-1
II. Marketing Strategies and Implementation
I. Advertising..................................................................................... 1-1
II. Sales............................................................................................. J-1
III. Public Relations............................................................................ K-1
IV. Film Commission .......................................................................... L-1
v. Research...................................................................................... M-1
Section Four: Evaluation .......................................................................... N-1
Section One: The Mission of the
Tourist Development Council
I. Vision Statement
The mission of the Monroe County Tourist Development Council is to set an overall
direction for the Monroe County tourism marketing effort in a manner that will assure long-
term sustained growth in tourism revenues while also guaranteeing the sustainability and
improvement of our product, including both our man-made and natural resources, and
improvements to the quality of life of our residents.
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A-2
II. Purpose of the Plan
The nature of the marketplace dictates that a comprehensive and intergraded marketing
approach is needed by the Monroe County Tourist Development Council if it is to remain
competitive and to have a lasting impact on the development of tourism for the Florida
Keys. Our program must also balance sustainable tourism with improvements to the
quality of life of our residents.
The TDC must have a clear direction and understanding of marketing, market segments
and market techniques to be effective. The plan must focus on its present situation, goals
and objectives, resources, program strategies and evaluation criteria.
The following are general guidelines for the planning and development of the Monroe
County Tourist Development Council's marketing plan as evidenced, in the Table of
Contents. Each section is further compartmentalized to address multiple areas.
a. Review of the TDC's mission.
b. Analysis of the current situation.
c. Marketing program goals and objectives.
d. Marketing division strategies and implementation.
e. Evaluation criteria.
Clearly the marketing plan must be evolutionary, with adjustments and modifications made
to strategies during the year.
A-3
Section Two: Situation Analysis
Descriptive profile of the Florida Keys
I. Product Analysis
. The Florida Keys is the premier get-away destination located at the southernmost tip
of Florida and the continental United States. The beauty and diversity of our laid
back atmosphere makes it one of the most unique vacation destinations anywhere.
. Tourism is the Florida Keys main industry - with a current permanent population of
around 73,000. The Keys business sector and residents are dependent on the
economic contribution of the day and overnight visitors to the Keys.
. The Florida Keys is easily accessible by land transportation. The primary mode of
travel for overnight visitors to the Keys is by auto or other form of land-based
transport. (90%)
. The Florida Keys are accessible by air. (8%)
1. Key West International Airport is served by American Eagle, Gulfstream
(Continental, NWA and United connections), Delta, US Airways, and Cape Air
and AirTran. There are direct flights from and to Atlanta and Charlotte.
Special charter service is available at Key West International Airport.
2. Florida Keys/Marathon Airport also services the Florida Keys. This full service
facility can handle private, commercial and chartered flights.
3. Miami International Airport is the second largest international airport in the
United States. The Fort Lauderdale/Hollywood International Airport serves
millions of travelers from all over the world. Domestic and international
travelers to the Keys can fly into these airports and travel by car, shuttle or
bus into the Florida Keys.
. Total commercial flight capacity at Key West International Airport is approximately
150 daily. Key West Airport annual passenger capacity is 1,000,000
arrivals/departures. Florida Keys Marathon Airport has passenger capacity of
250,000.
. There are ferry services from the west coast (Fort Myers/Naples) of Florida to
downtown Key West. There are a number of marinas in the Keys that allow visitors
to arrive on their own boats.
. The City of Key West receives approximately 840,000 cruise ship visitors a year.
. Ground transportation to and from the Florida Keys is available by Greyhound
(scheduled in line transportation from Miami International Airport through to Key
West); shuttle services; major car rental agencies; and limousine services. Local
transportation by taxi and shuttles; and Key West offers public buses, unique trolleys
and a sightseeing train.
B-1
I. Product Analysis - continued...
. The Florida Keys hosts a variety of accommodations. Accommodations in the
Florida Keys for vacationers or business travelers include full service hotels, motels,
condominiums, guest houses (inns), beach cottages, licensed seasonal home
rentals, camping sites and house boats. The TDC lists over 15,000 rental units
throughout the Keys.
. The Florida Keys camping and recreational facilities are available throughout the
Keys.
. There are approximately twenty seven hundred licensed camping sites in Monroe
County.
Florida Park Service:
Bahia Honda State Park
Curry Hammock State Park
Fort Zachary Taylor State Historic Site
Indian Key State Historic Site
John Pennekamp Coral Reef State Park
Key Largo Hammock State Botanical Site
Lignumvitae Key State Botanical Site
Long Key State Recreation Area
Shell Key State Preserve (no public access)
Windley Key State Geological Site
National Parks:
Everglades National Park
Fort Jefferson National Monument (Dry Tortugas)
National Wildlife Refuges:
Crocodile Lake National Wildlife Refuge (no public access)
Great White Heron National Wildlife Refuge
Key West National Wildlife Refuge
National Key Deer Refuge
Aquatic Preserves:
Biscayne Bay-Card Sound Aquatic Preserve
Coupon Bight Aquatic Preserve
Dry Tortugas Aquatic Preserve
Lignumvitae Key Aquatic Preserve
San Pedro Underwater Archaeological Preserve
National Marine Sanctuary:
Florida Keys National Marine Sanctuary
B-2
I. Product Analysis - continued
. The Keys boasts a variety of restaurants providing the visitor with many dining
pleasures including seafood specialties; ethnic cuisine; local delights; continental
and fine dining.
. Night life in the Keys offers diverse entertainment. Local and internationally
recognized talent adds to the unique experience of the Keys.
. The Florida Keys offers the best fishing opportunities anywhere in the world with
over 500 I.G.F.A. world records. Private charter trips are available throughout the
Florida Keys in Florida Bay, Atlantic Ocean and the Gulf of Mexico for either back
country, flats fishing to deep sea/offshore fishing on a daily basis and by
reservations. Visitors can also enjoy wading, pier and bridge fishing.
. The Florida Keys hosts the only living coral reef in North America. Exploring the
living reefs of the Looe Key, named after the H.M.S. Looe which ran aground here in
1744, the John Pennekamp State Park and the National Marine Sanctuary together
with the many artificial reefs along the Keys provides the ideal snorkeling or diving
experience. From the Spiegel Grove in Key Largo to the Vandenberg in Key West,
the Wreck Trek provides divers with great underwater experiences.
. The cultural heritage of the Florida Keys offer visitors an array of live theater, arts &
craft festivals and is home of many noted authors, musicians and painters.
. The Florida Keys has many attractions to offer. The primary attractions for the
visitor to the Keys are its natural resources, year-round temperate climate, parks,
and water activities including boating, fishing, snorkeling, diving and golf courses.
History plays an important role in the Keys experience. Historical homes,
lighthouses, museums and monuments weave an intriguing historical adventure of
pirates, wreckers, writers, poets and artists throughout the Florida Keys.
Sightseeing ranks the highest of visitor activities.
B-3
II. Position Analysis
In analyzing the Florida Keys' product for leisure tourism and business travel, it is
important to identify the current positive aspects of the destination as well as
considering those areas which may, by improvement, enhance the Florida Keys'
position in the global marketplace.
1 . Strengths and assets
. temperate year-round climate - warm winters
. friendly, 'laid-back' image
. great natural resources to promote ecotourism
. historical and cultural heritage
. various disciplines of the arts
. many sightseeing attractions
. safe environment
. best fishing resources in the world
. number one dive destination
. unique RV camping locations
. excellent dining available
. only living coral reef in North America
. unique accommodations
. southernmost point of the continental US
. a major wedding & honeymoon destination
. close relationship of two large metro airports of Miami & Fort Lauderdale
. two airports in the Keys - Marathon and Key West
2. Weaknesses and liabilities
. lack of direct flights from principal out-of-state markets
. negative perception of seasonal storms
. lack of traditional sandy beaches
. traffic congestion
. lack of large convention and meeting facilities
. perception of over crowding in Key West from cruise ships
. changes to availability of transient accommodations
. reoccurring water quality issues
. lack of stable service personnel resources
. employment turnover rate
. lack of affordable housing for our workforce
C-1
II. Position Analysis, continued...
Positioning analysis is based on three (3) core concepts: (1) consumer perceptions, (2)
consumer preferences and (3) consumer choices. Positioning involves analyzing each
market segment as defined by our resources and research data. Positioning analysis
addresses issues such as how the destination is perceived by the market.
This year we will continue to address the new economy with its spending and choice
patterns of the traveling consumer. We will adjust media placement and the creative
message to motivate potential visitors to travel to the Florida Keys based on current
conditions and research data. Each year the TDC staff and our agencies will present to
the TDC Board our planned creative campaign for the Board to review before the start of
FY 2011
Our cultural resources sets the background for a marketing campaign to highlight the
unique character and attractions of the Florida Keys. Cultural and historical tourism is
travel directed towards experiencing the arts, heritage, history, foods, ethnicity, architecture
and other things including the natural environment that contributes to the special character
of a place.
Ecotourism and our natural resources will also be at the forefront of our marketing
program. Fishing, snorkeling, diving, boating and other water related activities lead this
market along with our weather here in the Keys. Nature-based tourism is ideal for the Keys
in that we have wonderful environmental resources. We must promote to responsible
visitors who will understand to enjoy and protect our surroundings. The environmental
traveler looks for protected surroundings to enjoy and preserve.
Geo-tourism is about attracting visitors who understand about preserving a destination's
environment, by helping to sustain or even enhance the geographical character of the place
visited, including the well-being or quality of life of its residents. Now, more than ever,
travelers are wanting to not only visit or sightsee, but to learn more about the history and
culture of the area and it's people. Travelers are learning to be ready to act to preserve
and protect the natural aspects of the destination. We will need to better understand the
psychographics of these potential visitors, to see what interests and motivates these
individuals to select destinations associated with environmental sustainability.
We will develop more diversity in multicultural marketing communications. Culturally
relevant communications build relationships, and relationships build brand awareness.
Research over the past few decades has consistently shown the multicultural consumers
respond best to messages and images that reflect an insight into their culture and the
unique ways they perceive the product or service. We must focus on developing diverse
marketing promotions and programs where each group is recognized as an integral part of
the overall marketing effort.
C-2
With the globalization of travel, the Florida Keys are a great destination for international
tourism. International visitors have a tendency to stay longer while visiting. Based upon
the country's preference of vacation periods, we are able to strategically market
international travel throughout the year.
Our focus will continue on the United Kingdom, Germany and Canada, with the secondary
markets of Italy, France, Scandinavian countries and other German speaking countries.
The Keys has developed a reputation as a great weddings/honeymoon destination.
Destination weddings are like taking a mini-vacation with your closest friends and family
and have become a major tourism event here in the Keys. .
Our market competition are the destinations that compete with us in many of the tourism
markets throughout the world. The markets include domestic winter-time retreats, island
get-a-ways, fishing and diving locations, gay/lesbian travel, ecotourism, soft adventure,
cultural tourism, in-state vacation travel and other specialty markets. We must compare
our competition's coverage, budget and demographics to our own and how it relates to
industry results.
Website/Electronic Marketinq
Websites and the internet has brought media placement to the global audience on a
twenty-four/seven, three hundred and sixty five day time period. Internet marketing is also
expanding into cellular or digital services because of 3G and 4G broadband connections.
Our website is our most important venue for marketing our destination, and getting the
potential visitor to the site is the most important call to action.
Our website will be redesigned this year, but will continue to focus on the awareness and
image of our destination, while providing the user with service to the needed information to
make their decisions to travel.
FloridaKeys.com has recently completed building a mobile version of our website which is
100% compliant with the world wide web consortium mobile standards.
Internet advertising still includes banner type ads, but most of our advertising will be driven
by search engine marketing, search engine optimization and direct electronic promotions.
Social Network Marketing, which builds online communities of people who share interests
of activities with others, will continue to grow in the forms of Facebook, Twitter, YouTube
and blogs.
Finally, an important element of E-marketing is that we are able to see the effectiveness of
this media by tracking the placement directly to our call of action: our website.
C-3
III. Prospect Analysis
The Monroe County Tourist Development Council is charged with the responsibility of
identifying target markets which, primarily based on research, have generated the highest
return for investment for the destination. Strategic programs implemented by the TDC to
target these markets are outlined in this document from Section Three: Marketing
Strategies and Implementation.
1. Domestic Markets
. Primary
. Florida (Dade, Broward, Palm Beach, Pinellas, Hillsborough, Lee,
Collier, Orange, Duval, Sarasota)
. New York, Illinois, Pennsylvania, Michigan, Ohio, New Jersey,
Georgia, Massachusetts, Texas, North Carolina, California
. Secondary
. Virginia, Indiana, Alabama, South Carolina, Connecticut,
Wisconsin, Missouri, Tennessee, Maryland, Minnesota, Colorado
2. International Markets
. Primary
. Canada, Germany, United Kingdom
. Secondary
. Scandinavian countries (Sweden, Norway, Denmark, Finland),
France, Italy, Benelux (Belgium, Netherlands, Luxemburg),
Switzerland, Brazil, Austria, Japan and Ireland
3. Specialty Markets
A. Historic/Cultural
B. Soft-Adventure
C. Ecotourism/Green Travel
D. Geotourism
E. Fishing
F. Diving
G. Gay/Lesbian
H. Mature
I. Weddings/Honeymoon
J. Boating
K. Multi-Ethnic Markets
L. Family Travel
M. Travelers with Disabilities
N. Girlfriend getaways/Mancations
0-1
4. Primary Market Segments
A. Leisure Travelers
B. Special Event Travelers
C. TravellTrade Industry
1 . travel agents
2. tour operators
3. wholesalers
4. travel writers
5. motor coach operators
6. airline travel centers
D. Gay/Lesbian Visitors
E. Vacationing Families
F. Meetingsllncentives/Business Travel
Market Segments
Divino and Snorkelino
The year-round temperate climate of the Florida Keys makes diving and snorkeling
enjoyable in any season. The clarity of water provides excellent visibility and the variety of
wrecks and reef structures including the only living reef in North American attracts visitors
to the Keys. This year the diving promotion will be on the Wreck Trek and on developing
new divers program.
FishinQ
We offer the greatest variety of fishing in the world. Twelve months a year visitors can
compete in tournaments or simply enjoy a day on a charter boat excursion.
H istoric/Cu Itu ral
The historic and cultural influences within the Florida Keys entices and marvels visitors.
The architecture, art, music, historical tours and natural settings turns the Keys into a
number one sightseeing educational adventure. Our research shows that visiting historic
places and museums consistently falls in the top for activities participated in by domestic
and international visitors. Geotourists fall within this segment. They are people attracted to
the cultural, historic, environmental, aesthetics and heritage of the places they visit.
Gay/Lesbian
The gay and lesbian market represents a broad perspective that spans national, cultural
and language barriers. The gay market has a diversified travel experience with
discretionary income. As one of the world's leading gay/lesbian destinations, Key West
offers many opportunities to expand this market.
0-2
Mature or Senior (Retired)
Mature individuals (50+) account for about 25% of the total US population. This group is
growing rapidly due to the aging of the 'baby boomer generation'. The financial power of
mature consumers, coupled with their tendency to have more leisure time available for
travel and their growing numbers make this segment one of particular strength. We will
develop the opportunity to target upscale retired persons who can travel Sunday through
Thursday, and during our slowest time periods of August and September.
Ecotourism
Eco-travelers are a specialty interest traveler and should be considered an excellent target
market because they are a responsible visitor from whom we can profit, but also will
respect our natural resources. Whether it is camping, bird watching, wildlife sightseeing,
water related activities (diving, fishing, etc.) or learning the nature based heritage of the
Florida Keys, this market is perfect for our destination. Ecotourism or nature-based
tourism, acts on the principles of traveling to natural areas with the intentions of preserving
the environment and the cultures associated with the region. Environmental travelers are
also looking for Green Lodging properties to stay in and be part of other Green Travel
activities. Geotourists also fall in this segment.
Weddinos/Honevmoon
The weddings/honeymoon market is a growing market that not only strengthens our 'off-
season' months but is starting to become a year-around market for the Florida Keys.
Florida is the most popular honeymoon US destination. Honeymoon trips will average 8
days with higher than normal expenditures while on the trip.
Although we call the segment Weddings/Honeymoons, these markets are two distinct
markets. We are marketing for what is called the Destination Wedding market, and the
Honeymoon market. Destination weddings are planned outside the bride and groom's
home area, and brings a large group of family and friends to our destination. These family
members and friends stay before and after the wedding and after the couple has gone to a
possible different location. Wedding business is good for lodging, caterers, photographers,
planners and ceremonial figures. Of course, the Keys are ideal for romantic honeymoons.
Meetino/lncentive Business
The meetings and convention market segment remains fairly strong and significant part of
some of the large properties having meeting room space. It is important to understand
there are many options available within the meeting business market. The incentive travel
business has increased in the past few years in the Keys. The demographic profile of
travelers taking business trips differs from most US travelers. Most have a college degree
and a higher annual income. Business travelers maybe for training seminars, management
meetings, or sales seminars.
0-3
Soft-Adventu re
Adventure travel is one of the fastest and most interesting travel available to the consumer.
Soft-adventure travel throughout the Florida Keys would include biking, snorkeling,
kayaking, kite boarding, camping, diving, sport fishing and other related activities that seek
exciting and sometimes risky experiences.
BoatinQ
Boating has a wide range of markets including fishing, diving, power-boating, sailing,
kayaking, yachting and leisure craft. The Florida Keys are a perfect destination for all kinds
of events such as boat shows, races and any watersports activity. Whether the visitor
rents, charters or uses their own boat, there are marinas from one end to the Keys to the
other, to give the visitor a great boating experience.
Travelers with Disabilities
People with disabilities are one of the largest minority groups worldwide. We are
developing marketing strategies to reach this important market so that they have
accessibility to our marketing efforts and assist them to travel to the Florida Keys. There
are hundreds of millions of potential visitors with disabilities, and that does not include
friends and relatives who travel with them.
0-4
IV. Promotional Analysis
1. Promotional Events
The promotion of special events is a very important part of our overall marketing
program. Events not only draw visitors to our destination, but also gives visitors
who may not have been aware of a certain event, the opportunity to experience
different activities while on vacation and tell others about the experience. This
develops return visits and adds new awareness of things to do for potential visitors.
We have marketing funds available for sponsored events in each of our districts.
Each District Advisory Committee (DAC) establishes a Request for Proposal and
allocates funding for that district destination events. Most event funding is for
advertising only, however, in some cases that involves national sponsors and
national or international marketing when funding as a turnkey operation is
considered.
There are also cultural events promoted through the TDC Cultural Umbrella, and
fishing tournaments promoted by the TDC Fishing Umbrella.
All event funding recommendations by the District Advisory Committees, Cultural
Umbrella and Fishing Umbrella Committees are reviewed by the advertising agency
and require approval by the TDC. These events are evaluated by their ability to
draw visitors; offering of activities; and the marketing of the awareness and image
of our destination.
For a list of TDC sponsored events and destination events including other Cultural
and Fishing tournaments, go to our web site and click on Calendar of Events.
2. Capital Projects and Improvements
The Tourist Development Council has revenues other than for advertising for
discretionary use to enhance and support the specific tourism development efforts
of a district. One of the uses is capital projects. The attraction of tourists to the area
must be one of the capital project's main purpose. The capital project must be a
publicly owned and operated facility or owned and operated by a not-for-profit
organization and open to the public.
Capital improvements can include beach improvements, beach maintenance,
renourishment, enhancements and clean up where there is public access to the
beach or beach park area.
Capital projects are very significant to the marketing of the awareness and image of
a destination. It is important within the descriptive profile of our product that we
have public facilities such as museums, auditoriums, recreational areas, nature
centers, beaches, monuments and other historic and cultural attractions for our
visitors.
E-1
Another important aspect to funding public facilities and areas is that these projects
and improvements are not only beneficial to our visitors, but also to the residents of
Monroe County. The capital projects program helps preserve nature and historic sites
in the Keys. It also enhances the local culture and supports the geo-tourism efforts of
our marketing program.
The District Advisory Committees, with input from Monroe County, local municipalities,
chambers of commerce and general public, formulate a vision of what each
community would like to see developed or maintained by the county.
E-2
Section Three: Program Planning
I. Program Development
I. Program Marketing Goals
a. Develop overall program which balances the county's economic
viability while preserving the environment and quality of life for
residents.
b. Increase awareness of Lodging Accommodations throughout
the Florida Keys
c. Develop cultural/historical campaigns.
d. Increase Eco-tourism.
e. Increase efforts to Weddings/Honeymoons markets.
f. Increase visitor expenditures.
g. Increase longer stays within the Keys.
h. Increase marketshare of international visitors.
I. Increase group and incentive meeting business travel.
J. Increase comprehensive public relations program.
k. Increase awareness of the Keys to the film industry for
promotional opportunities.
I. Increase charter boat fishing promotions.
m. Increase diving and snorkeling business.
n. Increase Gay/Lesbian travel market.
o. Increase family travel.
p. Develop more guidelines for measuring the effectiveness of the
advertising, public relations and sales programs.
q. Increase comprehensive marketing program for travelers with
disabilities.
r. Increase awareness of Florida Keys Attractions.
s. Increase Internet marketing program through new rich
technology and Social Network Marketing.
F-1
II. Top Marketing Priorities
a. Strengthen year-round tourism program.
b. Develop top-of-mind awareness of the Florida Keys as the
premier get-away destination to the US and international
markets.
c. Promote markets that will have the most significant positive
economic impact on the lodging industry.
d. Promote historical, heritage, environmental, artistic & cultural
geo-tourism program.
e. Promote ecotourism/green travel.
f. Development of capital projects and improvements.
g. Promote the Fishing Industry.
h. Promote the Dive and Snorkeling Industry.
I. Promote Gay/Lesbian Market.
J. Identify and market to the visitor with the highest average daily
expenditure for longer stays.
k. Develop international markets.
I. Promote attractions.
m. Promote awareness of direct flight service into the Florida Keys.
n. Promote special events.
o. Diversity in multicultural marketing communication.
p. Promote Family Travel.
q. Promote Weddings/Honeymoons' market.
r. Promote to travelers with disabilities.
s. Develop research programs.
G-1
III. Resources (to execute program planning)
a. Board: Monroe County Tourist Development Council
b DAC's: Monroe County District Advisory Committees
C. Staff:
. Marketing Director - Senior executive executing the goals,
objectives and policies set by the TDC
. Office Manager - responsible for daily operation of the
Administrative Office - monitoring budgets
. Director of Sales - responsible for coordination of sales as directed
by TDC
. Director of Research - responsible for the coordination of research
as it relates to requirements of TDC
. Administrative Assistant - responsible for the coordination of daily
office duties through the direction of Office Manager
. Finance Assistant - responsible for annual report, reviews invoices
& reimbursement requests, assistance in other areas of operation
. Administrative Secretary - responsible for reception, telephones,
assisting with meeting preparation and general office duties
. Office Assistant responsible for reception, telephone,
administrative support and general office duties
. Sales Assistant - provides clerical and secretary support to the
Sales Department
. Sales Managers - responsible for special market segments and
their performance
. Film Liaison - bring awareness of the Florida Keys as a film,
television, video and print location and to assist and support to
production shooting in the Keys
d. Training:
Staff training and development is another process within our program. Employee
development is a continuous process of reviewing basics and learning new materials and
techniques. Training can help reduce employee turnover by increasing productivity,
motivation and job satisfaction. The kinds of training include departmental orientation,
market knowledge and market techniques.
The Governor's Conference on Tourism offers many educational opportunities within their
program that include sales, research, tourism marketing and administration.
H-1
Training - Continued...
The Florida Association of Convention and Visitors BureauslTDC's has an educational
initiatives program with its membership.
The Florida Commission on Tourism and Visit Florida are developing joint tourism
marketing workshops to help service the industry.
The Hospitality Sales and Marketing Association International has workshops and a Florida
Keys charter who meet regularly and presents speakers, networking and educational
opportunities for staff.
e. Agencies of Record
1. Tinsley Advertising - Advertising
2. NewmanPR - Public Relations
3. FloridaKeys.com - Website Provider
1. Support Agencies
1. Cellet Travel Services - United Kingdom and Germany
(sales)
2. KBC PR & Marketing - United Kingdom, Germany,
France, Italy and Scandinavian countries
H-2
g. Budget (as legislation directs)
FY 2011 Toe FOUR PENNY BUDGET
$27,552,809
.1.09%
.1.02%
.19.02%
.2.91%
---
-
.8.14% ~
..:5:%~
.2.48%
.5%
.Advertising -$11,369,710 -41.27%
. Sales/Marketing - $683,050 - 2.48%
. Acmi ni strati on/Overhead -$1,551,682 - 5.63%
. Umbrellas/Events - $2,243,051 - 8.14%
. Capital - $5,239,909 -19.02%
. County Cost Allocation - $280,264 -1.02%
. Emergency - $2,673,252 - 9.7%
. Website Related Expenses - $160,600 - .58%
. Promotional Resources -$251,750 - .91%
..61%
.26%
.Public Relations/Ameurop -$1,379,929 -5%
.Research -$188,000 - .68%
.Finance/Attorney - $179,988 - .65%
.VIS/Fulfillment - $802,406 - 2.91%
. Resources - $299,495 - 1.09%
.Film Commission- $167,298 - .61%
. Monroe CourtyCouncil oftheArts - $72,500 - .26%
.Seatrade/FCCA -$12,915 - .05%
H-3
FY 2011 TDe TWO PENNY BUDGET
"EVENTS' (350/0) Portion $5,096,638*
.79%
1.06% 328%
.44% .
.59%
12.9%
37.83%
25.64%
16.83%
. Public Relations/Ameurop - $1,306,929 - 25.64%
. Emergency - $857,833 - 16.83%
. Cultural/Fishing/Diving Umbrellas - $1,928,100 - 37.83%
. Finance/Attorney Salaries/Benefits - $30,208 - .59%
. Resources - $22,374 - .44%
. Fulfillment - $54,156 - 1.06%
. Film Commission - $167,298 - 3.28%
. County Cost Allocation - $40, 171 - .79%
. Special Projects (Capital) - 657,434 - 12.90%
. Commissions & Fees (Finance) - $32,136 - .63%
H-4
FY 2011 TWO PENNY BUDGET
'Administrative' (701'0) Portion
$945,188
1.11% L
.26%
1,06% __
.53% -
-
2.12%
DAd ministration/Operating - $397,887 - 42.1%
.Ad ministrative Travel - $20,000 - 2.12%
.Communications - $18,500 -1.96%
.Courier - $2,500 - .26%
DRepairslRentals -$10,500 -1.11%
.Finance/Attorney- $36,137 - 3.82%
.Capital Outlay - $5,000 - .53%
.Emergency - $216,582 - 22.91 %
.Monroe Cou nty Council of the Arts - $72,500 - 7.67%
.Administrative Advertising - $10,000 -1.06%
.Business Lease-$113,000 -11.96%
.Supplies - $10,000 -1.06%
.Cleaning - $5,000 - .53%
.Resou rces - $882 - .09%
.Visit Florida - $12,000 - 1.27%
.County Cost Allocation - $13,200 - 1.40%
.Dues/Subscriptions - $500 - .05%
.VIS Software - $1,000 - .11%
H-5
FY 2011 TWO PENNY BUDGET
'Advertising & Promotional' (6501'0) Portion
$7,789,558*
11.06%
20.53%
8.15%
36.2%
.19%
.9%
.9%
DAdvertising - $2,820,000 - 36.2%
. Media Materials - $340,000 - 4.36%
.Ad. Expenses - $70,000 - .9%
. Collateral - $70,000 - .9%
. Research - $219,980 - 2.82%
.Sales - $683,050 - 8.77%
. Fulfillment/Trade - $15,000 - .19%
. Resources - $247,421- 3.18%
D Emergency Reserves - $1,598,837 - 20.53%
. County Cost Allocation - $109,809 - 1.41 %
.*Special Projects (Capital) - $861,896 - 11.06%
.Sales & Marketing Staff & Related Costs - $634,485 - 8.15%
. Commissions & Fees (Finance) - $54,080 - .69%
.Website Related Expenses - $65,000 - .83%
H-6
Other Resources
1. TDC District Advisory Committees
2. Chambers of Commerce (Key Largo,
Islamorada, Marathon, Big Pine Key, Key West)
3. Lodging Association of the Florida Keys and Key West
4. Key West Innkeepers Association
5. Key West Business Guild
6. Key West Attractions Association
7. Federation of Chambers
8. Florida Keys Council of the Arts
(Cultural Umbrella contract)
9. Florida Keys Fishing Tournaments, Inc.
(Fishing Umbrella Contract)
10. Keys Association of Dive Operators (KADO)
(Dive Umbrella contract)
11. Visit Florida - State Tourism Office
12. Hospitality, Sales & Marketing Association
International (Florida Keys Chapter)
13. International Association of CVB's
14. FI. Association of Convention & Visitor Bureaus & TDC's
H-7
II. Marketing Strategies, Methods, Implementation and
Measurability
In the following sections are specific plans by
department:
I. Advertising
J. Sales
K. Public Relations
L. Film eommission
M. Research
H-8
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I. Advertising
Advertising efforts continue to be the primary marketing engine for the Florida Keys & Key
West (The Monroe County Tourist Development Council). Through media and imagery, the
agency establishes a style and attitude for the destination that sets it apart from the
competition. We then project this image to a large audience, creating positive reasons to
visit the destination.
The Internet has become a full-fledged medium and one that we continue to monitor closely
and increase efforts in. Using a powerful combination of broadcast and print advertising
with brand messaging, viewers on this highly interactive medium can spend as much time
as they want learning about the destination. We will continue to be active on the web with
banners, search engine words and listings, direct response e-mail, rich media and other e-
marketing such as pre-roll video, interactive banners and an increase in co-op advertising
efforts with various digital/on-line efforts. We will also pursue additional social marketing
efforts where applicable and assist with the other marketing disciplines (Sales, Public
Relations, Web Provider) to have a cohesive social marketing campaign for the destination.
Our continued use of Internet advertising enables us to deliver comprehensive, up-to-the-
minute information and imagery to anywhere in the world, at the touch of a button.
Mobile advertising is a form of advertising via a mobile (wireless) phone or other mobile
devices. We will create a campaign to mobile uses to drive them to our new mobile site.
Print advertising includes magazines and newspapers. Magazines allow us to target our
messages demographically by reaching an affluent traveler with high-quality photo
reproductions and a long shelf life. Newspapers, on the other hand, offer the ability to
communicate tactical retail offers (property and attractions co-op programs) and flexibility in
terms of ad position, strong local market coverage, relatively low cost, quick response
placement, and broad public acceptance. We will continue to advertise in the Sunday
Travel sections in Key markets where a potential visitor is actively seeking travel options
and where there is still active co-op participation from our hotel partners within the
destination. Print advertising efforts also allows the TDC to offer co-op programs to our
industry partners at an affordable rate. Please note that the Agency still believes that
newspaper advertising is relevant as efforts are utilized in Sunday Travel sections and the
majority of our audience still reads the newspaper with a younger audience skewing to on-
line. We will continue to monitor the viability of marketing the destination in key feeder
markets' newspapers.
Broadcast advertising includes television and radio. Television brings our message to life,
teasing the senses with compelling sights and sounds of the destination. We do not
promote to the masses on television. Instead, we select specific networks and
programming where we reach the affluent traveler. Television will not only include a
national cable buy but spot market television to provide greater advertising pressure in key
feeder markets. Strategic radio buys allow us to promote special events to targeted
listeners and to give quick-response marketing at needed times including post-hurricane
and slower season efforts.
1-1
Objectives
1. Continue to develop top-of-mind awareness and image of the Florida Keys & Key
West as the premier Florida destination for leisure or business travel for the
domestic and specific international markets.
2. Create and maintain a campaign that highlights all the reasons and motivations to
visit and "protect" our destination.
3. Develop a creative and flexible media plan for year-round tourism for the
Florida Keys. Also execute the most efficient media buy to reach the affluent traveler
with "stay down longer" messaging where applicable.
4. Continue to maintain a unique marketing identity In relation to competitive
destinations.
5. Work with travel partners, umbrellas (Fish, Dive, Cultural), special event
coordinators, and meeting planners to promote the Florida Keys & Key West as a
total destination.
6. Bolster our campaign with value-added opportunities and co-op advertising within
existing media and plan future co-op in our consumer e-marketing efforts.
7. In all efforts, drive consumers to our web site for immediate information, service and
point of sale.
Goals
1. Develop additional on-line co-op efforts for our tourism-related partners within the
destination.
2. Increase visitor response to our web site.
3. Create a new television spot for the destination.
4. Develop advertising efforts for the South American market.
5. Develop mobile advertising efforts to drive potential visitors to our new mobile site.
1-2
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Target Marketing
One of the essential elements in any marketing plan is that of identifying and selecting
target markets. This is called market segmentation. This is the process of pulling apart the
entire market as a whole and separating it into manageable, distinct units based on
demographics. Competition has become so sophisticated that we must identify and
carefully define our target markets to be effective in our advertising.
We can identify our market in categories such as leisure travelers, travel trade, group or
business and specialty markets. We can also target by age, gender, geography or other
demographics. But it is fundamental that we know and understand the characteristics of
these various market segments. Advertising must examine these market segments
through demographics, psychographics and geographic analysis. The key is to identify
who is traveling, where they are coming from and what was their motivation for making the
trip. We want to turn our target market into a captive audience.
The overall intent is to identify groups of similar potential customers; to prioritize the
groups; to understand their behavior; and to respond with appropriate marketing strategies,
We will continue to develop and refine our electronic or Internet marketing. We will use the
Internet through search engines, search words, links, email blasts and social network
marketing to key in on specific markets, both nationally and internationally. We will also
target respondents to our web site and other travel related sites who opt-in for additional
information and promotions.
Our marketing agencies and staff will continue to work with the research arm of the Tourist
Development Council on visitor analysis to help identify new and emerging markets.
Our marketing will promote the luxury experience by targeting an even more affluent
traveler who is willing to spend more and stay down longer. We will not abandon the
International Markets but instead, monitor them closely and target them ensuring that we
are cognizant of economies and exchange rates. These international travelers typically
stay down longer and spend more while visiting the destination.
We will continue to target the slowest tourism periods of August, September and early
October with direct marketing efforts to the international and mature markets.
1-4
Branding
A brand is a name, term, sign, symbol, design or even a slogan identifying the product or
services that differentiate it from the competition. Therefore it makes sense to understand
that brand is about getting your potential customer to realize the value of your product.
Brand equity is the marketing term for a brand's value in terms of awareness and perceived
quality - in other words, its proven ability to draw and keep customers.
Branding can reflect personality and an attitude, such as our destination's theme, "Come as
you are". Our Florida Keys & Key West positioning has become highly effective in creating
consumer awareness of our laid-back atmosphere and lifestyle.
Branding also develops consumer loyalty, even when reasonable substitutes are offered at
lower prices. People are willing to pay more because of the perceptions they associate
with the name Florida Keys & Key West.
1-5
Generic eollateral
The following collateral is available for trade shows (travel trade and consumer shows) and
are available as downloads* on the fla-keys.com web site.
*Destination/Generic Brochure: A complete guide on every district, diving, fishing,
events, attractions, meeting planners guide. Description: 4" x 9", four-color
Destination/Generic DVD: An interactive DVD that includes a button for the new Keys
Video, a button for the Destination/Generic Brochure as a PDF File, a button & link that
connects to the official TDC web site and a button for maps and screensavers.
Description: DVD & DVD Sleeve
*Conch Brochure: A brochure that gives a description of each district with specific
attractions, map and Chamber information. Available in English, Italian, Japanese,
Portuguese, Spanish, Swedish, French, Dutch & German. Description: 4" x 9", four-
color
*Meeting Planners Guide: A guide featuring a beauty shot of participating properties,
along with a description and room/facilities chart. Includes map and directional
information. Description: 8.5" x 11" folded, four-color
Florida Keys & Key West Film Commission Production Guide: A brochure
highlighting location sites, attractions and permit information as well as accommodation
and film production related business listings. Description: 5.5" x 8.5", four-color / B&W
inside
District I Umbrella I Association eollateral:
Key West Attractions Guide: A membership listing of the attractions, shopping and
visitor centers in Key West. Produced by the Key West Attractions Association. ·
Available in English, German and Italian. · Description: 4" x 9", 8 panels, four-color
Key West Business Guild Brochure: Key West, "Where there's freedom, there IS
expression". Description: 4" x 9", 16 pg., four-color
Fishing Tournament Guide: Complete list of Tournaments with date, location and
director information as well as fishing & boating information within the Keys.
Description: 12" x 9", folded 3 panel, four-color
Cultural Magazine: Magazine featuring a complete calendar of events, articles on
cultural aspects of the Keys as well as the visual & performing arts in the destination.
Description: 8.5" x 11", 16 pages, four-color
Dive and Snorkeling Brochure: Includes information about diving and snorkeling in
the destination and highlights particular interests per district as well as a complete reefs
and wrecks dive map. Description: 4" x 9", 12 pages, four-color
1-6
Target Audiences
· Consumer
The general target audience for the Florida Keys & Key West is affluent Adults.
· By targeting the affluent adult, we ensure delivery of our message to this
segment. We also achieve delivery to the "aspirational" element of a
broader audience: those with less income who aspire to experience a
quality vacation and thus will be more likely to travel to the Florida Keys &
Key West.
Within this group, "umbrella" campaigns will be skewed to prospects with special
Interests:
· Leisure Travel
· Ecotourism/Green Travel
· Diving
· Fishing
· Snorkeling
· Cultural/Historic/Art
· Gay/Lesbian
· Mature
· Ecotourism
· Weddings/Honeymooners
· Soft-Adventure
· Romance
· Family Travel
· Luxury Travel
· Gender Travel
· Travelers with disabilities
· Travel Trade
· Travel AgentslTour Operators, both nationally and internationally.
· Meeting Planners, for small to mid-size meetings
· International Travel
International advertising efforts will have a primary focus on the consumer as these
travelers are becoming more independent on making their own plans for visiting the
U.S. With the growth of the Internet, the destination has increased its presence on
search engines and travel specific web sites. We will use email blasts and e-
newsletters as direct promotions. We will also include print advertising to drive
consumers to our web site. Marketing to specific international markets at the
opportune time allows the TDC to promote year-round tourism as certain
international markets travel during our winter months and others during our off-
season. The economy will also be a factor and the value of their country's monetary
currency to the US dollar will be a major factor for international travel.
1-7
Domestic Target Audience
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2010-2011 Total Plan
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1-9
2010-2011 Monthly Media Spend
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1-10
20 I 0-20 II Advertising Breakout
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1-11
Co-op Advertising
Cooperative advertising was introduced to provide accommodations, tourist-related businesses
and attractions, direct access to major travel markets at a cost-effective rate.
· Due to limited availability, all co-op space and time is on a first come, first served basis.
· Space / time reservations are arranged through a media insertion order form from a
hotelier's ad agency, and/or a check made out in the full amount for the co-op program
a particular business is participating in.
· ONLY Florida Keys tourism destination messaging is allowed in any co-op ad.
· Magazine: There must be at least four participants for each page. Co-op will be offered
in various formats.
· Newspaper Generic: There must be a minimum of 4 participants in each ad.
· Newspaper District: Whether the co-op is display or listing, there must be at least two
participants.
· E-Marketing: There must be a minimum of 4 participants in each effort.
· All advertising materials must be supplied in accordance with the individual co-op
offering.
· The Agency of record will have final creative control of the co-op program and its
participation.
· Generic and District Co-op is initially for lodging properties and then offered to other
tourism related businesses within the Keys that help promote the destination
(attractions, restaurants etc.). Umbrella co-op programs are initially offered to specific
umbrella-related businesses (diving, fishing and culture) and lodging properties.
1-12
COLLATERAL AND FULFILLMENT
When callers request brochures or flyers, The Chambers of Commerce will handle all fulfillment
requests. Fulfillment will include pieces provided by the Chambers of Commerce, specific to their
district, and other tourism-related collateral.
Call to Action Phone #'s
· U.S.A: 1-800-FLA-KEYS (For brochures).
This is a consumer line that is answered on a rotation-basis, live at the Chambers during business
hours; voice mail after hours.
· U.K: 01564-794555 (For brochures, videos or rate guides).
01564-795333 (Fax)
This is a United KingdomlIreland travel trade line that is answered by our sales staff at Cellet
Travel Services.
· Germany: 0221-2336-451 (For brochures, videos or rate guides. 0221-2336-450 (Fax) This is a
German travel trade line that is answered by sales staff at Get it Across.
· Fishing Umbrella: 1-888-FISH-KEYS (For fishing tournament guide).
This is a consumer line that is answered at USA 800. The operator will take the caller's name and
address and the tournament guide will be mailed within two days.
Fulfillment Houses
Domestic fulfillment houses
· The Monroe County Tourist Development Council Office - Key West, FL
They control all trade fulfillment requests as well as trade & consumer show fulfillment.
· USA 800 - Kansas City, MO
They control all fishing tournament guide fulfillment.
International fulfillment houses
· BH&P Direct Mail Ltd. - United Kingdom.
They are the primary European fulfillment house.
· Presse u. Touristikdienst Nentwich - Germany
They are the secondary European fulfillment house. This mailhouse services Germany, Austria,
Switzerland and the Netherlands.
1-13
FULFILLMENT PROCEDURES
DOWNLOAD
FROM:
TO:
SHIP TO:
1 Chambers 1
..
roc
Office
Key West, fL
-I Trade
INTERNATIONAL
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1 Tinsley 1 ·
1 TDC Office 1/
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.------. International
Trade
~ International
Consumers
CALL TO ACTION
1-888-FlSH-KEYS
..
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800
K.c., MO
- 1 Consumers 1
1-14
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There are countless destinations able
to boast of sun and surf: all with hotels,
restaurants and various amusements.
For all that, there are few, if any,
destinations, that compare with the
unique charm of the Florida Keys
and Key West.
,
\
,
"
f
,
\
\
Nowhere does the spirit of live and
let live manifest itself so eloquently
as it does here, in virtually every
level of society. And at every level of
accommodations and amenities.
Early riser or night owl. Fisherman
or sun worshipper. Diver or tippler.
Gourmet or gourmand. Art lover or
souvenir hunter. Seeker of luxury or
connoisseur of funk.
"COME AS YOU ARE"
The
Florida Keys
& Key ~~o! dre"
-..
GENERIC MEDIA PLACEMENT
· TELEVISION
· Television will be utilized with :30 spots on programs targeted to reach the
demographic profile:
o National Network Cable - CNN, FoxNews, CNBC, FoxBusiness, Weather
Channel, HGTV, Food Network, Travel Channel
o Cable Fishinq Proqramminq- :30 spots on Saltwater Experience airing
nationally on Versus Network and regionally on SunSports Network
(Florida).
o Local Spot Market Television - :30 spots on Early and Late news
programming in the New York, Chicago, Philadelphia, Boston and
Washington D.C. DMA's (Jan-Mar) and Miami-Fort Lauderdale, Tampa-
St.Petersburg, Orlando-Melbourne and West Palm Beach DMA's (Apr-
Jun).
· CONSUMER MAGAZINES AND ANNUAL PUBLICATIONS (DEDICATED
BRANDING ADS)
· Full, 1/2, 1/3, 1/4 and 1/6 page, four color ads will be utilized to target the
upscale seasoned traveler both domestically and internationally:
o Bon Appetit, New Yorker, National Geographic Traveler, AAA Florida
Tourbook, AAA Worth the Drive Annual, AAA World Magazine, Official
Florida Camping Directory, Canadian Geographic, America Journal
(Germany), Geo Saison (Germany) and Dove (Italy).
· CONSUMER MAGAZINES AND (DESTINATION CO-OP ADS)
· Full, 2/3 and 1/2 page, four color ads with destination property participation:
o Conde Nast Traveler, Travel + Leisure, Travel + Leisure Family, Food +
Wine, Florida Travel & Life, Islands, Destination Weddings &
Honeymoons, Bridal Guide, Visit Florida Magazine, Visit Florida Insider's
Guide and Conde Nast Traveller (U.K.).
· DIGITAL MEDIA (DESTINATION CO-OP ADS)
· E-Newsletters and Banners will link to a co-op participant splash page.
o Opt-In direct marketinq promotional efforts (e-newsletters to opt-ins
subscribers) - NYTimes.com, NJ.com, ChicagoTribune.com, Philly.com,
Boston. com, Wash ington Post. com, CharlotteObserver. com
o Standard 300 x 250 Banners - ChicagoTribune.com, Philly.com,
MiamiHerald.com, Sun-Sentinel.com, PBPost.com and
OrlandoSentinel. com.
· DIGITAL MEDIA (DEDICATED BRANDING ADS)
· Search Enqine Marketinq - Search terms on Google, Yahoo and Bing.com
· Interactive Banners - Undertone Ad Network (network of sites including
NYTimes.com, FoxNews.com, USAToday.com). Banners have a social
media function where users can click on banner to become a fan of The
Florida Keys Facebook page, follow Florida Keys on Twitter or watch a video.
1-16
· DIGITAL MEDIA (DEDICATED BRANDING ADS)
· Pre-Roll Video - CNN.com and Brightroll ad network (sites include
HGTV.com, FoodNetwork.com, ATT.net, USAToday.com, Bigography.com).
Pre-roll video is the :30 Generic television spot that must be watched by a
user prior to viewing a content video on a website.
· Standard Banners - Weather. com (weather triggered banners),
VisitFlorida.com, Islands.com, TexasMonthly.com, FloridaTraveILife.com,
Disaboom. com, SaltwaterExperience. com
· E-Newsletters - Disaboom.com E-Newsletter (disabled travelers), Disabled
Traveler E-Newsletters, Golf Promo E-Newsletters.
· NEWSPAPER (DESTINATION CO-OP ADS)
o Ads placed in the travel sections of top feeder market newspaper, both in-
state and out-of-state. Newspapers allow for co-op opportunities for
individual properties.
o Newspapers utilized include New York Times, Chicago Tribune,
Philadelphia Inquirer, Boston Globe, Washington Post, Charlotte
Observer, Miami Herald, EI Nuevo Herald, Ft. Lauderdale Sun-Sentinel,
Orlando Sentinel and Palm Beach Post.
· OUT -OF-HOM E/OOH (OUTDOOR MEDIA - BI LLBOARDS, POSTERS
ETC.)
o The Florida Keys & Key West will be featured in an out-of-home campaign
with interior car card posters on commuter rail trains in the NY metro area
including NJ Transit, Long Island Railroad and Metro North lines. This
campaign will target affluent commuters on a daily basis as they travel to
and from Manhattan to the suburbs. The campaign will run in tandem
with television, digital and newspaper efforts in the New York metro
market.
· TRAVEL TRADE
o Ads to create awareness among travel planners and agents both
domestically and internationally and coincide with major travel shows.
o Publications include Vacation Agent Magazine, Recommend Magazine,
Visit Florida Official Travel Industry Guide, Tour & Travel News U.K.
· MEETINGS/GROUPS/CONVENTIONS
o Dedicated ads will be utilized to increase the potential for The Florida
Keys & Key West to become a location for small to mid-sized meetings
and group travel.
o Publications include Successful Meetings Magazine, Meetings South,
VisitFlorida.com Meeting Professionals program.
1-17
GENERle PLAN
Magazines:
AAA World
· Circulation: 2,470.000
· Page, 4C CPM: $3.31
Bon Appetit
· Circulation: 1,500,000
· Page, 4C CPM: $15.28
Bridal Guide
· Circulation: 142,323
· Page, 4C CPM: $49.38
Conde Nast Traveler
Visit Florida Escapes Section-Regional
· Circulation: 303,644
· Page, 4C CPM: $104.53
Conde Nast Traveler
Visit Florida Pullout Guide-National
· Circulation: 800,000
· Page, 4C CPM: $83.14
Destination Weddings & Honeymoons
· Circulation: 155,000
· Page, 4C CPM: $73.68
Florida Travel & Life
· Circulation: 100,000
· Page, 4C CPM: $65.70
Florida Travel & Lifestyles
· Circulation: 240,000
· Page, 4C CPM: $8.33
Islands
· Circulation: 200,000
· Page, 4C CPM: $99.26
Male: 42%
Female: 58%
Median Age: 56.7
Median Household Income: $108,600
Male: 32%
Female: 68%
Median Age: 45
Median Household Income: $153,402
Male: 9%
Female: 91 %
Median Age: 29.9
Median Household Income: $53,255
Male: 48%
Female: 52%
Median Age: 52
Median Household Income: $158,903
Male: 48%
Female: 52%
Median Age: 52
Median Household Income: $158,903
Male: 38%
Female: 62%
Median Age: 28.0
Median Household Income: $87,000
Male: 30%
Female: 70%
Median Age: 54.0
Median Household Income: $94,000
Male: 42%
Female: 58%
Median Age: 40.0
Median Household Income: $87,000
Male: 51 %
Female: 49%
Median Age: 49.0
Median Household Income: $152,200
1-18
New Yorker
· Circulation: 350,000
· Page, 4C CPM: $18.42
Male: 50%
Female: 50%
Median Age: 48.0
Median Household Income: $161,493
Texas Monthly
· Circulation: 300,000
· Page, 4C CPM: $62.50
Male: 48%
Female: 52%
Median Age: 47.8
Median Household Income: $95,634
Source: MRI Fall 2009
2009 Monroe Mendelsohn Research (MMR)
1-19
2010-2011 Generic Media Spending By Category
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"It is a curious place this Key West.
Closer to Havana than to Miami. The
southernmost city in the continental
US and by far the most unique."
Key~st
Close To Perfect - Far From Normal
History · Culture · Fishing · World Renown Events · Diving · Dining · Gay Destination · Airport
2010-2011 Key West Media Spending By Category
Tolovisio
42%
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19%
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you in this tropical American paradise."
BigPineKey
dnd Floridd'S Lower Keys
Camping · Eco-tourism · Diving · Fishing
2010.2011 Big Pine Media Spending By Category
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Mdr~thol1 Keys
Family · Interactive Nature Experiences · 7-Mile Bridge · Nature Parks · Diving · Fishing · Airport · Boating
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Everglades · Diving · Museums · Fishing · Underwater State Park
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Measurability
a) Internet click throughs will be monitored and tracked monthly with placement of
advertising. (Recommend BPA auditing)
b) Inquiries from trade/meeting publication advertising produces leads to the sales division
and directly to lodging industry. The sales division will track these.
c) VIS phone calls (area of dominant influence) will be traced to media placement.
d) We will track the geographic and demographics of potential visitors to see if advertising
is hitting the market.
e) Conversion studies will be developed by the TDC Market Research Department to
measure the effectiveness of selected media to actual visits.
f) Specific URLs will be placed on select print media at various times throughout the year
to gauge consumer response to advertising.
g) Print ad tests will be developed by the TDC Market Research Department to measure
this visual appeal of our ads and effectiveness of our messaging.
Different tracking opportunities will come up during the fiscal year. We will keep all
opportunities open to take advantage of these methods.
1-60
J. SALES
Introduction
The sales team is comprised of individuals who work primarily in the field, within identified
existing markets and potential growth markets. The sales staff interfaces one on one with
the travel trade, which includes travel agents, tour operators, incentive planners, meeting
planners and receptive operators. The staff also works with state and regional tourist
bureaus along with ground, air and sea travel specialists and direct consumer shows,
promoting the Florida Keys & Key West as a destination.
Though the sales team effort acts in concert with the efforts of advertising, public relations,
and research, the sales effort is specialized and uses methods unique to the field of sales.
These methods will be discussed in greater detail within the body of this sales plan for fiscal
year 2010-2011.
Objectives
1. To create and maintain a strong level of excitement, product knowledge and demand
for the destination among travel trade professionals and consumers.
2. To insure that these travel trade professionals act as an extended sales and
marketing arm by promoting the Florida Keys and favorably influencing consumer
destination choices.
3. To provide the trade and the lodging industry assistance and professional support
utilizing all tools, personal skills, venues and methods available to us in an effort to
achieve profitable end results for the destination.
4. To facilitate and liaise booking activity between the lodging/attractions industry and
the travel trade buyers of product.
5. To interact with sales and marketing personnel throughout the Keys within the local
lodging/attractions industry and participate in idea exchange, seek feedback
regarding market activity and garner industry support in selling the destination.
6. To maintain a strong alliance with, and act in concert with, our industry partners to
project a unified sales force image among the travel trade and allow for cross selling
and/or referrals within Monroe County.
7. To research, target and implement sales and promotional activity In secondary
emerging markets both domestic and internationally.
8. To promote specialty or niche market opportunities within the destination.
J-1
Goals
1. Develop a sales mission/promotional event to the Brazilian travel trade.
2. Develop a retail travel agent educational program for both web based and live
presentations.
3. Increase awareness of our electronic social media outlets to consumers and travel
trade both domestically and internationally.
4. Develop a GLBT specific newsletter for distribution both electronically and In
printed format
5. Revise and update our meeting planner electronic promotional effort.
6. Increase awareness of our interactive outdoor attractions (i.e. paddleboarding,
kitesurfing, spearfishing, back-country family nature tours).
7. Increase sales efforts in secondary travel markets.
J-2
Staff Responsibilities
Director of Sales
Sales Manager
Sales Manager
Sales Manager
Sales Manager
Sales Manager
Cellet Travel
Services, Ltd.
Department administration. Oversees sales staff activity and
reporting in both international and domestic markets as well as
specialty markets, i.e. dive, fishing, and gay travel. Oversees
activity of sales offices based in the UK and Germany. Develops
and implements annual sales plan under budgetary guidelines.
Liaises with the advertising agency, public relations agency,
research department, Web provider, and fulfillment houses
domestically, in the UK, Germany, Visit Florida, Visit USA
Committees, trade professionals and journalists.
Responsible for implementing sales plan activity for domestic travel
targeting feeder markets in the United States. Works with Domestic
Tour operators, consumers and retail travel agents in the United
States. Provides additional assistance with specific international
markets as directed by the Director of Sales. Acts as a liaison
between sales department and dive umbrella.
Meetings & Conventions market. Works with corporate, national
and state association planners and incentive planners to generate
group business for the Keys. Provides additional assistance with
retail travel agents and consumer events in the domestic market.
International Market. Responsible for implementing sales plan
activity in Europe, Canada and Latin America. Provides support for
retail agents, tour operators, and US based receptive operators.
Works closely with sales offices in the UK and Germany in the
implementation of our international sales plan.
(Part time) Responsible for implementing sales plan activity in gay
market. Participates in trade and consumer oriented exhibits and
workshops targeting gay and lesbian travelers and agencies
specializing in gay and lesbian travel programs.
(Part time) Responsible for planning, coordinating and staffing a
destination booth at specialty market expos as outlined by the
Director of Sales.
Maintains Florida Keys dedicated phone line for United Kingdom,
Scotland and Ireland. Participates in tradeshows, and provides
support for trade professionals and consumer interests.
Coordinates fulfillment orders with fulfillment house in the UK.
Assists in sales missions and initiates sales calls. Liaises with KBC
PR agency.
J-3
Cellet Travel
Services, Ltd.
Maintains Florida Keys dedicated phone line for Germany,
Austria, and Switzerland. Participates in tradeshows, and
provides support for continued trade professionals and consumer
interests. Coordinates fulfillment orders with fulfillment house in
Frankfurt. Assists in sales missions and initiates sales calls with the
assistance of a German sub-agency called Get It Across Marketing.
Also liaises with Mikulla Goldman PR agency.
Sales Assistant
Provides administrative support for all sales staff. The sales staff is
responsible for planning, organizing, and executing sales activities
as they relate to trade shows, sales missions, presentations, fam
trips, sales calls and coordinating and encouraging industry
participation.
The sales staff provides on going customer support through telemarketing, trade fulfillment,
sales calls, site visits, presentations, electronic promotions, familiarization trips and general
assistance. Each manager provides a report following each venue and organizes all leads
generated as a result of a sales promotional event or trip for processing by the sales
assistant and forwarding to the industry for follow-up.
The sales staff reports to the Director of Sales and the Director of Sales reports directly to
the Marketing Director of the Monroe County Tourist Development Council.
Methods of Sales
Trade Shows - Organized and established exhibits domestically & internationally. Normally
the format is standard full booth (10' X 10') or (8' X 10') pipe and drape, trade table Or.
booth), counter top (approx. 3 feet counter space only), or table top (6 foot table). In some
cases, the booth would be customized to accommodate the size of our Keys delegation.
Trade shows provide a gathering of travel brokers/press who take the opportunity to meet
with exhibitors (known as suppliers) and gather pertinent information with regards to
destinations, accommodations, attractions, airlines, rental cars, cruise ships, or any travel
industry product. They provide a very effective means of making contact with a significant
number of interested buyers within a few days time or the length of the exhibit. Normally,
trade shows are brisk in activity and buyers seek out exhibitors they are interested in doing
business with. Trade shows are attended by travel agents, tour operators, receptive
operators, meeting planners, journalists, and consumers depending on the show format.
Where possible, we exhibit in the Visit Florida section. Tradeshows provide an opportunity
to meet new customers and renew personal relationships with existing customers. Trade
shows are essential in the travel industry. An inordinate amount of business is booked
worldwide either right on the spot or as a result of follow-up.
Sales Missions - Sales Missions are comprised of an organized delegation of sales people
of a common grouping who travel as a group to a specific geographic area to meet face to
face with customers. Some common activities of a sales mission are appointment calls
taking place within the client's office environment to discuss the various products
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represented. The mission may also include hosted breakfastllunch/reception/dinner training
seminars and product presentations to the trade. Typically, this format is by invitation only
to pre-qualified agents or meeting planners. A hosted reception is often appropriate and
provides a casual atmosphere in which to network, but with the clear objective being
product exposure. Missions are commonly organized by Visit Florida and open to statewide
participation. Many times, we organize a destination specific mission with industry partners.
Both are very valuable venues.
"Destination Days" occur when representatives from a destination set up a tradeshow
environment within a tour operator, airline reservation center or incentive planners office.
Presentations are given to the sales/reservations agents on how to promote our destination
to their clients and consumers, and to update them on new product and current events
associated with the travel industry.
Sales Calls - Sales calls are comprised of meetings with travel trade partners where an
appointment is held. Sales calls can be executed by an individual or in a small grouping of
sales people. Sales calls are effective and the customer is usually pleased that the sales
person has taken the time to visit them personally and provide materials such as brochures,
videos, etc. Sales calls are the most effective method of establishing or maintaining a
relationship with a valued customer.
Familiarization Trips - Familiarization trips are the optimum opportunity to showcase your
product first hand. These trips are organized and attendees include travel trade
professionals who have been qualified beforehand. They will generally have a local escort
from the tourist bureau or a hotel may choose to solely organize their own fam. Fams are
generated from a variety of sources: Airlines, tour operators, state and regional tourist
bureaus, travel agencies, corporate hotel chains, etc. Fams are golden opportunities to
help these professionals sell your product by experiencing it firsthand. We in the Florida
Keys get very creative with our fams and follow the philosophy that we do not want the
participants to spend all of their time inspecting hotels, but to experience what the
destination itself has to offer in the way of attractions, activities, gardens, museums,
watersports, nature, architecture, history, etc. Hotels have the opportunity for exposure by
hosting meals and doing brief presentations and/or providing complimentary lodging. All
meals, accommodations and activities are sponsored either by the lodging/attractions
industry or by the TDC, resulting in no significant costs to the fam participants. Fams are
most always a very positive experience. The downside is dependency on fair weather,
securing lodging during peak occupancy periods and fams are usually short 1 - 3 nights.
The participants cannot see or experience all there is. Fam opportunities arise frequently
throughout the year.
Direct Mail - Direct mail refers to a specific mail campaign offering a special promotion, or it
can be as simple as following up with fulfillment and a letter to a set of leads. Direct mail
can be a tickler, a reminder to the trade to keep your product in the forefront. Direct mail
can be targeted to any market, trade or consumer. It can be a very effective tool.
Electronic Marketing- Electronic promotion of our destination using various internet media
including: e-newsletters, brochures, postcards and online sales presentations. E-marketing
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is cost effective, reaches an audience that staff would not be able to physically visit,
available across every time zone during business hours, is targeted and trackable. This is
an excellent follow up tool to sales missions, trade shows and keeps established clientele
informed on destination updates. It can also be used as an educational source for meeting
planners, travel agents and tour operators.
Telemarketing - Telemarketing is any sales activity that takes place over the phone. It can
be proactive and soliciting or simply responsive and reactive providing necessary sales
support. The TDC sales office, the media hotline at SNA, the Chambers' VIS lines, and the
dedicated UK and German lines are the telemarketing centers of our organization.
Co-operative Programs - The sales department offers many co-operative delegate
programs to the Keys tourism industry as does Visit Florida. Co-op booth space provides a
more affordable opportunity to exhibit than to contract independently with the show
organizers. Many show regulations provide for this type of arrangement, but some
organizers do not. Keys industry participants join in the destination booth and have the
opportunity to sell not only the destination but their product as well. Fees vary from show to
show. Additionally, we frequently offer brochure distribution opportunity when it is not
feasible to offer delegate participation.
Sponsorships - We are sometimes approached for sponsorship support. A sponsor
normally funds a function or event in return for market exposure of some sort.
Sponsorships may range from a small-scale activity such as a coffee break to a large-scale
event such as a trade function sponsor. All sponsorship participation must be evaluated by
its potential benefits.
Lead Generation - The sales staff accumulates leads as a result of almost every effort we
make, whether it is sales calls, missions, trade shows, or incoming office inquiries. The
leads are passed along to the industry either via e-mail with the post trip report or via fax.
Timely processing and distribution of leads is a critical component. The leads may vary in
quality, but each lead is distributed as a result of a direct request from a travel professional.
Sometimes this includes consumers as well.
Follow-Up - Once leads have been obtained and distributed to the industry, follow-up to
both our industry partners as well as to the travel trade is essential in determining the
results of a sales effort. Lead follow up can be accomplished through different methods
including: contacting travel trade to determine action steps taken as a result of our meeting,
contacting meeting planners to determine how many properties responded to their request
for proposal or contacting trade partners to determine booking volume as a result of a
training or sales call to a reservation call center.
Social Networking Programs- Sales staff will be working with meeting planner, travel
agent and tour operator associations who have established community bulletin boards
and/or blog postings on their organizations web pages.
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International Overview
During the past year, Europe (including Great Britain and Ireland) has undergone dramatic
economic, political and nature-based events that may have a significant impact on visitation
to the US, and more specifically, the Florida Keys in the summer of 2011. Since 2008, the
rallying cry from internationally based tour operators, airlines, travel agencies and other
members of the travel trade has been "America on Sale"! With the Euro steadily climbing
against the U.S. Dollar, vacationing in America became a bargain. In the summer of 2008,
the exchange rate was 1.62 Euros to the USD, and the Pound Sterling was 2: 1. Tour
operators from this region jumped on the favorable currency margins and were offering
unprecedented pricing packages. A new political administration, favorable airfares and
several years of pent up demand afforded our destination double digit increases in visitation
from international visitors. We have been enjoying the residuals of this favorable exchange
rate packaging for almost three years, and the international market has saved our late
summer season while the domestic market retracted from the U.S.'s economic collapse.
That tide seems to be turning as Europe is bracing for its share of economic woes.
The Euro has declined nearly twenty points in the past year and the slide may continue as
Portugal and Spain are poised to join Greece in a Euro funded bailout package. Italy may
follow. Most of this will come from the economies of Germany and France, hence
unemployment and inflation woes are now topics of discussion at dinner tables in these two
countries. Consumer confidence is beginning to wane and political careers are projected to
take the hit for endorsing the bailout legislation for these bankrupt European Union
countries. Tour operators are now securing their exchange rate margins for next calendar
year and the outlook is skeptical; suddenly America will be perceived as expensive in
comparison to the past three years. Couple this phenomenon with the volcanic ash
situation shutting down airspace over the European continent periodically since Easter and
airlines, whom in the past two years were offering incredible pricing, are no longer in a
financial position to do so.
What is the outlook for late 2010 and into 2011? We should continue to see positive
visitation throughout the calendar year of 2010 while last years' value pricing is still
applicable through tour operator catalogs. As the operators begin to roll out next years
brochures, families and bargain seekers will return to advance booking windows of 9
months to secure preferred dates, attractive early bird pricing offers and airline seat
availability. We may begin to see growth from the UK and Irish market as these two
econom ies have been virtually stagnant for two years and consumers from these two
countries have pushed back from their media's support of the 'staycation' concept. Pre and
post cruising options are a good niche market as cruising represents a value oriented
holiday. The Florida Keys are poised to capture 3-7 days of a 14-day sun based holiday
with the major cruise ports of Miami and Ft. Lauderdale being within an easy drive.
While visitation numbers from Germany and France may contract, other regions such as
Scandinavia, Brazil and possibly Italy may see single digit growth. These countries are
least effected by the Greek economic crisis. Some Scandinavian countries, although
members of the EU, opted to retain their own currencies (Krona) so they are less affected
by the devaluation of the Euro, and the Brazilian REAL is surging along with the country's
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economy. Although the Florida Keys many not offer those attributes that Brazilian's prefer
(high end shopping, gambling and theme parks), we may see some residual effects of those
traveling through South Florida. The Italian market, albeit small, represents one of the
highest spends per visitor than any other international inbound traveler. Our marketing
efforts would focus on the high end traveler who typically would visit our destination almost
exclusively during the month of August, tend to stay 7 nights and prefer our high end
resorts, restaurants and cultural offerings.
These behavioral changes present our destination with new marketing opportunities. We
will look at different regions within the EU for growth and development and promote the idea
of unique, off-the-beaten path travel experiences to established markets. We will continue
to promote the Keys as a destination providing outlets for 'experiential and value travel';
where even those who are experienced travelers will find authentic and unique cultural,
historical and 'quirky' attractions. We have a wide variety of lodging options available to suit
anyone's budget and have had positive reactions to suggested activities such as
experiencing State and National Parks, our turtle hospital, dolphin programs and interactive
adventure activities such as paddle-boarding and kite-boarding.
We will continue to monitor the economic situation in Europe and adjust our promotional
efforts and messaging as the climate changes into 2011. Our goal is to maintain a
significant presence in the international arena and adapt our strategies to effectively target
the long haul summer traveler.
International
Profiles
Resources used in the information provided below includes Visit Florida Research
Department, the Travel Industry Association of America, the U.S. Commercial Service, Visit
USA Committees and the various U.S Embassies
I. EUROPE
BELGIUM
International Traveler Profile
. U.S. continues to be the top long-haul destination
. California, New York and Florida are the favored areas to visit
. The fly/drive market represents 50% of total Belgian holiday travel segment
. Average age of long haul traveler is 45-54 years old
. Belgians travel from June through mid-September with a peak in July
. Belgian travelers are independent, seeking tailor-made trips.
. Average length of stay is 2 weeks
Travel Preferences and Trends:
. The potential Belgian traveler will conduct research via the internet about a possible
destination in the US before making their travel plans.
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. Belgians prefer the personal interaction that comes with using a travel agent
. Belgian incomes allow for a high level of disposable income to be spent on long-haul
travel
. Seeking more "Adventure Vacations" vs. strictly beach activity but definitely prefer warm
sunny weather
Economic Considerations and Political Trends:
. Belgium economy is very fragile however with Brussels being the capital of the EU, there
are many stable, high paying jobs for the diplomats hailing from Brussels and the
surrounding villages.
. Four main airlines AA, CO, Delta and UA offer daily flights to the US.
. Sales to the U.S. most likely to remain flat next year due to economic uncertainty and
declining value of the Euro.
. Belgium has the seventh highest per capita income worldwide
DENMARK
International Traveler Profile:
. US remains favored choice for long haul destination
. California, Florida and New York are the top three travel destinations
. Fly/drive packages most popular
. Average length of stay is 14 nights
. Danes enjoy 5 full weeks of annual vacation
Travel Preferences and Trends:
. Tour Operators are still used for long haul travel arrangements
. Travelers are becoming more adventurous, looking for more unique experiences
. Danes enjoy long road trips, making the Overseas Highway a 'must see and do' for this
market
. Due to harsh climate, continue to see sun and warm beach holidays
Economic Considerations and Political Trends:
. Delta and Continental announced direct flights from Copenhagen to Newark and Atlanta,
making connections into the Florida Keys very easy.
. Most Danes already carry the biometric passport, making entry into the U.S. easy
. Denmark retained their own currency (Krona) therefore the country remains unaffected
by the fluctuating Euro.
. Denmark's standard of living, with a GDP of USD 40,650 is among the highest in the
world.
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FRANCE
International Traveler Profile:
. US remains top choice among long haul destinations
. 70% of visitors choose fly/drive vacations, as they are individualized
. 55% of visitors come from Paris and its surrounding regions
. Average age is 25-45 years old
. Average length of stay is 14 nights for fly/drive market
. Vacations usually taken between June 30 and September 15
. Trend is toward more "natural destinations and exploration" vs. Theme parks
. The French are attracted to the sea, beaches, sun which explains Florida's popularity
. The French are also very fond of culture, history and food
. New York, Florida, and California remain the preferred destinations
Travel Preferences & Trends:
. Today's generation of travelers is comfortable traveling in English-speaking areas
. Bed and breakfast stays are becoming increasingly popular, as the French are looking
for a more personal interaction with the local community.
. Miami is the #2 port of entry for French travelers (NYC is #1)
. There are 9 carriers offering direct flights to the U.S. daily
. Shopping, Dining, Watersports/Seeking the sun are the preferred leisure activities.
Economic Considerations and Political Trends:
. Market indicators project continued growth in the French market. The U.S. is expected
to continue its designation as first choice in long haul travel
. Tour operators are now selling directly to the consumer, thereby passing on the savings
and omitting the retail agent
. The Euro/USD exchange rate has weakened, therefore long haul visits to the U.S. may
not be perceived as expensive.
FINLAND
International Traveler Profile:
. Florida, NY and California are the most popular destinations within the U.S.
. Majority of Finns choose packages, but trending toward individualized travel.
. Finns enjoy beach holidays, nature based attractions, sports and local culture
. Florida is the most popular destination for first time travelers to the U.S.
Travel Preference & Trends:
. Finnish tour operators report that more Finns are seeking active adventure holidays,
custom travel packages and are interested in interacting with local cultures.
. 40 % of all long haul travel takes place in the summer (late June through mid-
September) is most popular time of year to travel to the States
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. Visit USA Committee, Finland is reporting an increase in the number of inquiries for
Information on travel to the Florida Keys as an extension of the Miami experience.
. In the long haul market, the U.S. competes mainly with Southeast Asia.
Economic Considerations and Political Trends:
. Finnair has announced direct flights from Helsinki to Miami, twice weekly. British Airways
and American Airlines offer connections through Heathrow direct into Miami.
. Finland is included in the Visa waiver program, and there are no restrictions for U.S.
travel in the Finnish market.
GERMANY, AUSTRIA AND SWITZERLAND
International Traveler Profile:
. Florida remains the favored U.S. based destination
. Average length of stay is 14 nights
. Main travelers to Florida are now adults w/o children (93% vs. families 6.8%)
. Florida Keys captures 13.8% of German visitors while in Florida
. Reasons for traveling: weather, climate, beaches, nature, wildlife
. Top Interest for the Florida Keys: dolphin interaction; Hemingway; snorkel/scuba diving
Travel Preferences and Trends:
. Family travel remains strong. Bookings continue to realize during the traditional booking
Window of December-February for summer visitation. Non-family travel booking
window is Shrinking.
. Internet bookings not effecting tour operator business. 90% of all long haul bookings are
realized through German tour operators and travel agencies with the internet being used
for research.
. Summer of 2011 will focus on value for price paid due to unstable Euro
. Shoulder seasons may see increase in double income, no kids and/or empty nesters
. Strong competition coming from the "American west" and National Parks Service.
Economic Considerations and Political Trends:
. Increasing inventory may positively effect travel to the Keys
. German economy is fragile right for now; Euro continues to slide against the USD
making the U.S. appear to be more expensive than it has been for the past few years.
. Consumer debt is low compared to UK and US
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IRELAND
International Traveler Profile:
. The U.S. is the most popular long-haul holiday destination
. Ireland had been one of the fastest-growing markets for U.S. based travel however has
slowed dramatically due to lagging economy. Feedback from operators indicate a slow
build in consumer confidence may reverse this trend.
. Florida, New York and California most popular destinations
. Average length of stay is 14 nights in the U.S.
. 21 daily scheduled flights into the US with additional charter airlift.
Travel Preferences and Trends:
. Prefers sunny, warm destinations
. Destinations "slightly off the beaten path" becoming very popular
. The United States earns one half of Ireland's long haul travel market
. Pre and post cruise itineraries will be our focus for next year while consumer continues
to be cautious and seek value for price paid.
. Short term bookings becoming more normal; leisure travel booked average 2-6 weeks
out.
Economic Considerations:
. Ireland's economy has come to a screeching halt.
. The Irish depend on their holidays to rejuvenate in the sun. Florida beach destinations
will continue to be favored however value will be the overall deciding factor. Consumers
are looking to stretch their holiday savings in the most efficient manner.
ITALY
International Traveler Profile:
. U.S. remains as the top long-haul preferred destination.
. New York, California and Florida remain the most preferred destinations within U.S.
. Expenditures by Italian tourists in the U.S. is one of the highest from European countries
. Average length of stay is 17 nights, with Miami being the second most popular
destination visited (#1 is NYC).
. Fly/drive packages are the most popular, with customer choosing the itinerary and the
tour operator providing the estimated cost on an individual basis.
. 90% of all bookings go through a travel agent.
Travel Preferences & Trends:
. Cultural, historical and ecological attractions/activities are preferred when visiting a
destination
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. Non stop lift from Rome and Milan into Miami positively exposes the Florida Keys to the
Italian traveler.
. Italian tourists tend to make their travel arrangements late (54% of packages were sold
between 15 and 30 days before departure).
. Miami and the Florida Keys realize 62.6% of all Italian visitors to Florida
. Summer peak travel period is July-mid September, with over 45% of all long haul travel
occurring during August.
. There has been a 15.9% increase in the number of Italian visitors to the U.S. since last
year representing the highest increase from any European country.
. Pre and Post cruise excursions are on the rise.
Economic Considerations:
. Incoming travel to the U.S. from Italy is estimated to grow by 33%, one of the highest
growth rates in Europe as compared to other countries.
. The Florida Keys attracts the sophisticated, upscale Italian tourist. This market segment
not adversely effected by swings in the general economic climate.
. Italian tour operator catalogues have a shelf life of only 3 months, compared to the 6
month shelf life for their British and German competitors.
. The number of travel agencies in Italy has increased by over 75% in the past decade.
THE NETHERLANDS
International Traveler Profile:
. The U.S. is the favored long-haul destination.
. California, Florida and New York are the top three visited destinations.
. Florida is the most popular among first time visitors.
. Miami is the second largest port of entry into the U.S. for the Dutch.
. Prefers fly/drive vacations, active outdoor activities.
. The Dutch traveler is usually a young couple without children or active senior market.
. Tend to be repeat visitors, come from high income group and speak excellent English
Travel Preferences & Trends:
. The Netherlands has been one of the ten fastest growing international travel
markets.
. Dutch travelers seeking "new" experiences, i.e. diving, dolphin encounters, etc.
. Florida destinations must maintain its competitive edge to attract repeat visits.
. Prefer mid priced hotels vs. luxury accommodations
. The "active senior" segment is the fastest growing travel sector coming out of the
Netherlands
Economic Considerations and Political Trends:
. The U.S. is expected to remain top long haul destination due to marketing efforts.
. Increased lift into Florida will positively stimulate Keys exposure to Dutch visitors.
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. As with other EU countries, the Dutch economy is very fragile and focus will be on value
vacations. We may experience little to no growth in the next year due to the economic
uncertainty.
NORWAY
International Traveler Profile:
. Average age is 39 years old
. Most are family oriented, with 1 or 2 children accompanying adults
. Average length of stay is 16 nights
. Seeking tailor made vacations
. Summer travel occurs between end of June and mid-September
. Will research destinations on-line, but consult travel trade for actual booking
Travel Preferences and Trends:
. The U.S. continues to be the preferred long-haul destination.
. Norwegians prefer "sun and coastal" destinations to escape harsh climate.
. Interested in "action and adventure" travel (scuba diving, deep-sea fishing)
. Over 63% of all travel to the U.S. is organized through specialist travel agents, which will
tailor the vacation to the specific requirements of the traveler.
. The fastest growing niche market is adventure travel (fishing, golfing, diving).
Economic Considerations and Political Trends:
. Norway is one of the most prosperous countries in the world (world's 3rd largest crude oil
exporter and the 3rd largest exporter of natural gas).
. Per capita GDP income equals that of the United States.
. Additional week of vacation may stimulate visitation growth during autumn
SWEDEN
International Traveler Profile:
. The United States is second most favored long-haul destination.
. Top three visited states are: California, New York and Florida.
. Average Length of stay is 17-21 days.
. Prefer destinations offering sun and beaches
. Prefer budget and mid price accommodations
Travel Preferences and Trends:
. Eco tourism and soft-adventure trips on the rise
. Most travel is conducted June-September
. Annual growth in number of Swedes visiting U.S. was 17% per year.
. Prefer fly/drive packages with "add on" opportunities
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. More and more Swedes are traveling to the Keys without a pre-paid reservation.
Economic Considerations and Political Trends:
. Swedish economy is stabilizing; strengthening of dollar may negatively affect travel to
the U.S.
. Greatest growth potential is in holiday fly/drive tours
. Tour operator market is highly competitive; service and value are key.
UNITED KINGDOM
International Traveler Profile:
. Orlando captures a vast majority of the market share for UK visitors to the top three U.S.
cities visited (New York, Las Vegas and Orlando)
. Top three visited states were Florida, New York, California
. Stays for 12.3 nights
. School summer vacations begin mid July through early September, with peak travel
times during the month of August.
. Families will stay in hotels, private and/or rented homes. Couples will stay in small inns,
bed and breakfast type accommodations.
. Sun and beach trips continue to be the most favored holiday, but the seasoned traveler
is seeking more action and adventure.
Travel Preferences & Trends:
. Up to 75% will use a travel agent
. 54% will use a tour operator, whether it be brick and mortar agency or internet based
tour operator
. 26% will book via the internet, however those that do have no recourse for financial
reward if there is a natural disaster, airline strike or suspended service. Due to the
recent volcanic activity, earthquakes and BA cabin crew strikes, the trend is to book
through a professional travel advisor so that the holiday, and deposits paid, are insured
for full refunds.
. Variety of products and services, familiar lifestyle and language are all important booking
factors.
. Current booking trend is still a late booking market however families will book early
(December-February time frame for summer travel) to insure flights and preferred dates.
. The UK traveler continues to search for new areas to visit. Niche markets continue to
grow which gives some new opportunities for the Keys (i.e. diving, guesthouses, gay
market, empty nesters)
Economic Considerations and Political Trends:
. British Pound continues to remain strong, with current exchange rate at 1.41: 1 ratio.
(GBP:$)
. UK and Ireland economies will continue to be sluggish through next year. Consumers will
be cautious on where to spend their money however the idea of a beach holiday
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continues to covet especially after a harsh winter and the staycation concept of last
summer failing miserably.
. With the Euro trading close to the GBP, vacations to the U.S. remain favorable as they
still get Good value for money spent vs. short haul trips to euro zone countries.
. U.S. continues to compete for long haul UK market share due to increased marketing by
Middle Eastern countries such as Dubai and Sharm AI-Sheik.
II. ASIA
JAPAN
International Traveler Profile:
. The US. continues to be one of the most popular long haul destinations.
. The top three visited states were Hawaii, California, New York
. The states with the greatest potential for an increase in arrivals are Nevada, California,
Florida
. Hawaii will remain at top place
. Average length of stay is 8 nights
. Stay in 4 and 5 star facilities
. Prefers shopping, natural and scenic attractions, "observational tourism"
. Amongst packaged and group travelers, 53% used full package tours involving tour
guides and local guides.
. Males in their 30s and 40s are the majority of Japanese travelers to the U.S.
Travel Preferences and Trends:
. Looking for new, undiscovered places and attractions
. Very interested in Special Interest Tours (SITs).
. Almost 30% are repeat travelers
. Peaks in travel to FL are late Aug/Sept. and during "Golden Week" (Apr/May)
. Visiting museums, photographing points of interest and shopping are popular.
. One in five Japanese visitors use a tour operator for destination information.
. Travel agencies remain the most widely used source for travel information.
Economic Considerations and Political Trends:
. Enthusiasm for specific destinations are cyclical; Florida may become popular again.
. World events must remain stable in order for the Japanese to travel long haul.
. Yen is appreciating against the USD, making a trip to the U.S. good value.
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III. NORTH AMERICA
CANADA
International Traveler Profile:
. Florida remains the #1 destination of choice.
. Average age is 45-64 years old
. Prefer sun and beach destinations, although cruises and golf tours coming on strong
. Average party size is 2.1 persons, and average length of stay is 8 nights.
Travel Preferences & Trends:
. Florida, California, and Arizona rank as top non-border state destinations.
. Canadians prefer to use their cars to travel with only 30% using air lift services.
. 55% of all Canadians traveling to U.S. originate from Ontario province.
. 50% of Canadian tourists prefer to stay in hotels or motels.
. The Canadian traveler seeks "value for price paid" when selecting accommodations.
Economic Considerations:
. The Canadian dollar has stabilized in relation to the U.S. Dollar; this may stimulate an
increase in Canadian inbound travel.
. Sun destinations like Mexico and all inclusive resorts in the Caribbean, including Cuba,
are competitive.
. Canadian economy forecasted to grow slowly
IV. LATIN AMERICA
ARGENTINA
International Traveler Profile:
. 47% traveled on holiday/ 48% on business
. Top 3 states visited are Florida, NY and California
. Average length of stay in the U.S. is 20.8 nights
. Miami is the No.1 Port of Entry to the US.
. 73% prefer hotels, resorts
. 94% are repeat visitors to the U.S.
Travel Preferences and Trends:
. Enjoy shopping, dining out, sightseeing, visiting iconic sites, attractions
. Many wealthy Argentines travel 2 or 3 times per year to the US
. Argentines tend to be well traveled and will split their travel planning evenly between
packages and FIT bookings
. Rent cars for intra state travel (e.g. Miami to Orlando), but will fly between destinations
(e.g. Orlando to New York)
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. Annually, more Argentines visit Miami than visit Orlando, New York City, Los Angeles,
and San Francisco combined
. The top ten tour operators in Argentina generate more than 50% of long haul travel
transactions
Economic Considerations:
. Currency exchange rate has remained relatively stable at $1 USD=3.86 ARS
. Unemployment rate is equivalent to that in the United States at 9.6%
. Great disparity between 'the haves and the have nots' within the country.
Well heeled businessmen have invested in the U.S., most especially in the Miami area
while the USD was weak and have done well in their investments. These business
people bring their families over several times a year and mix business with family
holidays in Florida.
. Favorite family investment in South Florida: shopping malls.
BRAZIL
International Traveler Profile:
. Top three visited States last year were Florida, New York and California
. Miami is the number one Port of Entry for Brazilian travelers
. 85% of visits are for business travel
. The majority of Brazilian visitors to Florida enjoy a household income of over $1 OOK
. Tends to combine business trip with leisure excursions
. Brazilians tend to travel to FL in July, followed by December and January
Travel Preferences and Trends:
. Visiting friends and family is the #1 attribute of travel to Florida
. 88% of Brazilian travelers to FL are repeat visitors
. Favorite past times are shopping, gambling and theme parks
. 52% of outbound travelers vacationed with their family
. 62% of Brazilians used a travel agent to organize outbound trips
. Brazil is eligible for the visa-waiver program, thus eliminating the need for Brazilian
Visitors to make an appt. with the U.S. Embassy, pay $100 USD for a visa
Application, and hope to be accepted by the U.S. Government.
Economic Considerations:
. Brazil has one of the fastest growing economies in the world
. Unemployment rate is stable at 9.6%
. The country's currency, the REAL, has gained 48 points on the USD in the
last 12 months.
. The World Economic Forum has reported that Brazil has gained eight positions
for global competitiveness among other countries, surpassing Russia and closing
the gap with India and China.
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GROUP MEETINGS AND INCENTIVE MARKET OVERVIEW
The group meetings and incentive market continues to recover from the global economic
correction that began in the fall of 2008. The contraction has ended and in its place is a
slow conservative return to planning traditional programs. In some instances, booking
windows are beginning to widen, however we are still experiencing group room pick up
within 30 days of arrival. Planners are moving forward and are weighing the perception of
destination, property name, and brand affiliation in the decision making process. There
continues to be some hesitation in confirming high profile programs in hotels that are known
to be high-end, i.e. Ritz Carlton, Four Seasons, as well as taking programs off shore. The
Florida Keys and Key West has benefited by being in "Florida" while offering participants the
allure and exotic appeal of a Caribbean based island destination. In addition to our
geographical location, perceived value continues to be a key element in their decision
making practice. Our independently named properties benefit from a lack of preconceived
notions regarding price. Meeting professionals are turning to such lodging options as a
means to be able to conduct programs without the stigma of spending money frivolously.
The Association sector took advantage of the corporate market downturn and capitalized on
a buyer's market. Many locked into multi year contacts at favorable rates and terms.
Although association oriented events did experience a decline in attendance this year due
to the economic uncertainty, many planners looked to the properties for concessions on
attrition, food and beverages minimums, and rate consideration. These attrition
percentages should ease as the economic picture improves.
The group meetings and incentives market continues to play an integral role in many
properties' base revenue. It contributes to a stronger REVPAR, impacts revenue channels
such as food and beverage, marina, water sports concessions, spas and gift shops. They
also impact our local communities; boats, bars and restaurants, cultural events and
museums all enjoy the benefits of a group attendee's discretionary dollars.
With the advent of additional air lift into Key West and fluctuating airfares, our market
position can only improve. The benefit of promoting Delta, Air Tran, American, and other
commercial brand name carriers in to Key West, along with the proximity of two
international airports to our meetings properties in the Upper Keys will continue to help us
promote our area as a viable meetings destination.
We will continue to target those events that are held in key smaller feeder markets. These
types of events offer the ability to reach qualified planners and decision makers in a more
comprehensive way and garner a better return on our investment. We will also attend
meeting planner events where formal appointments can be made, therefore insuring
adequate face time to educate the attendee on the infrastructure of the destination as it
pertains to conducting a business event.
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GAY/LESBIAN MARKET PROFILE
The Gay market segment has maintained its reliability and growth. Occupancy in the gay
and lesbian properties continues to be strong, and many gay and lesbian travelers choose
mainstream hotels which contributes to overall occupancy counts throughout the
destination. According to PlanetOut.com and OutTraveler.com members, Key West remains
one of the top resort destinations in the United States. In a study conducted by the TDC in
2010, over 80% of those surveyed stated that Key West 'is a great place to visit'. The
survey also showed that the average length of stay for gay visitors is between 4 and 7
nights, and 46% have those surveyed had visited the destination 6 or more times.
The destination's appealing advertising, marketing, and public relations efforts, both
domestically and internationally, continue to sustain the growth of this segment.
Promotions in venues popular with younger and more affluent travelers continue and are
showing positive results. Research and expansion of our marketing efforts to this group is
continuing as there is increasing competition for gay travelers. For over twelve years the
Keys have maintained a direct consumer approach which is now being copied by other
destinations, making the gay travel dollar that much more competitive. Online promotions
coupled with a strong media presence have enhanced our presence to gay and lesbian
travelers. The destination continues with promotions in key cities throughout the US which
increases our sales and marketing outreach.
LGBT travelers are booking more in advance now than in previous years. They still remain
the first group of visitors to return after adverse events; whether it be acts of terrorism,
weather or economic downturns. An article in the Chicago Tribune comments "Travel
agents and industry organizations across the country say the gay and lesbian community
has proven far less willing than mainstream travelers to sacrifice vacations. Hotel chains,
destination cities and airlines that are beginning to recover from the economic instability
continue to aggressively promote to this market." Gay travelers are a group with
disposable income and a propensity to travel at any time of the year.
Surveys show that the gay and lesbian community visits the Keys for the same reason as
mainstream tourists - sightseeing, water activities, local culture, dining, shopping,
museums, and beaches. Top motivations for selecting Key West as their vacation
destination continue to be the variety of things to do, having a reputation for being gay-
friendly and being a safe destination. Twenty percent of those surveyed attended events
during their visits. Events such as Tropical Heat, Pridefest, Fantasy Fest, Bone Island,
Womenfest and Key West Bear Fest are well attended and bring visitors to our island
during the slowest times of the year, making this market segment an extremely lucrative
one. The events are listed on gay and lesbian websites throughout the globe. Continued
marketing efforts of the Key West Business Guild to the Gay Spring Break segment has
increased the number of visitors in the 24-35 age range and generates strong media
exposure. The younger crowd is continuing to visit the destination throughout the year as a
result of this promotion.
Two segments of the gay market, commitment ceremonies/honeymoons and gay family
travel is a niche market to be explored. Numerous businesses catering to the facilitation of
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commitment ceremonies, combined with our gay friendly and mainstream resort properties
provide the perfect setting for a gay destination wedding/honeymoon.
A project this year will be reconnecting gay and lesbian visitors who have not returned in 5
or more years to the destination. Promotions of eco-tourism, our renovated properties,
varied entertainment and unique dining experiences will be attractive to this group.
While we compete with products like all-inclusive gay cruises, continued promotions to
travel agents and tour operators that specialize in gay and lesbian travel will maintain our
standing as one of the most recommended destinations for gay travelers. Results of our
promotions in the international arena continue to reflect in visitor profiles. Our past presence
at ITB and World Travel Market combined with Gay Life Travel Expositions, gay & lesbian
lifestyle and travel shows, and pride festivals in key cities throughout Europe sustain our
validity as an internationally renowned gay and lesbian destination. The weather, our laid
back attitude and the ability to feel safe and accepted throughout the islands insures
continued growth in the lucrative GLBT market.
DOMESTIC MARKET OVERVIEW
During the past year consumers have slowly and cautiously gained confidence with regard
to their 'permission' to spend money and take a vacation. Behaviors on how people travel
and discretionary spending levels are directly affected by their personal financial health.
They continue to seek value added components to their vacation, whether that value is
'tangible' or 'perceived.' Value vacations doesn't necessarily equate to an immediate
reduction in rates. Value in the Florida Keys could include the value of spending precious
time with your family and/or loved ones without the interruptions of daily life and priceless
memories that you create while visiting the Keys which will last you a lifetime. Other factors
influencing their destination decision will include overall cost, convenience, variety of
attractions and cultural offerings. The message of 'the right vacation for the right price' will
be foremost in sales promotional efforts as many consumers will continue to seek validation
when choosing their holiday destination.
Consumer behavior will continue to follow the predictable patterns of the changing seasons.
The Northeast and Upper Mid West regions will visit our area in the winter months, while
guests from the Southeast and Florida are most likely to vacation in the Keys during the
warmest months. Other geographical regions to explore will include California and Colorado
which drives a longer length of stay and fills our shoulder season months. We will
coordinate our sales and promotional efforts in these regions to coincide with consumers
decision making and buying cycles.
The varied lodging product in the Florida Keys presents exciting opportunities across
several niche market segments within the domestic profile. Self-catered units (condos,
villas, apartment style accommodations) are the preferred lodging of choice for larger
families, generation vacations, (parents, grandparents and children traveling together),
destination weddings and the 'girlfriend getaways' market. This type of lodging also has the
potential to drive length of stay, as most people would enjoy the spaciousness and
conveniences that a condo type resort offers over a period of time vs. just one or two nights.
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Our historic inns and smaller hotels cater to an affluent, more mature market and those that
are seeking an alternative to traditional lodging experiences. With continental breakfasts
and/or social hours offered at most facilities, the notion of 'value-add' is built into the rate,
along with the quaintness and uniqueness of staying in a historic building. Smaller lodging
facilities all along the Keys are capitalizing on the personalized service, attention to detail
and on-site ownership that larger facilities cannot offer. Visitors who overnight at one of our
many inns or small hotels generally return year after year and recommend such lodging to
their friends and families.
Eco- friendly and adventure travel is very popular across generational spans as this visitor
is seeking an experience that rewards them physically, mentally and spiritually. More and
more travelers want to feel good about how and where they travel, and eco-friendly
activities such as fishing, snorkeling, diving and kayaking offer that reward. This type of
traveler tends to look for destinations that maintain a smart balance between service and
high quality standards and a responsible, sustainable attitude towards tourism.
Electronic promotions and educational seminars to the travel trade will continue to put the
Florida Keys in the forefront of recommended destination planning. A concentrated
promotional campaign highlighting our unique lodging options, the diversity of attractions
and eco-friendly activities within the destination as well as our cultural and historic
significance will continue to stimulate interest in the Florida Keys and set us apart from
other in-state destinations.
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2010-2011 SALES ACTIVITY CALENDAR
OCTOBER 2010
1st week of October
Travel and Destination Symposium
Palm Springs, CA
Registration:
$15,000.
Stacey Mitchell, Yves Vrielynck
With travel agencies accounting for 41% of all travel booked on behalf of the U.S. based
consumer, there continues to be a tremendous need for agents to stay on top of the latest
destination trends and developments so they can present the best itineraries to their clients.
The Travel + Destination Symposium is a two-day appointment based business event
focused on destination selling and intense networking for the industry's top producing
agents and worldwide travel destinations and suppliers.
October 2
Charlotte Pride
Charlotte, NC
Registration:
$200.
Steve Sm ith
This is the annual consumer gay pride event held in at the North Carolina Music Factory.
The event draws several thousand from Charlotte and its surrounding communities as well
as throughout South Carolina and Georgia.
October 5-6
Meetings Quest: Atlanta
Atlanta, GA
Registration: $2300.
Co-op participation available at $750. per property.
Jack Meier
This event is designed with both time and budget in mind, whose goal it is to attract the
meeting & incentive professional with unparalleled multi-level education. Additionally, the
exhibition provides attendees sufficient time to visit and explore every participating vendor.
The event boasts a 3: 1 ratio of qualified planners to exhibitors that accomplishes the
workload of two weeks of sales calls within a 3 hour timeframe. Area sales presentations
can be planned pre/post event.
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This opportunity allows for continued face to face relationship selling, vying for the short
term spring corporate business as well as long term consideration for summer of 2011.
October 7-10
Orlando Pride
Orlando, Florida
Registration:
$250.
Steve Sm ith
This is the annual consumer gay pride event held in Lake Eola park downtown Orlando.
The event draws thousands from Orlando and its surrounding communities as well as
throughout central Florida. The event is a cooperative event with the metropolitan business
association, a business guild with gay and mainstream businesses making up its
membership. The Key West sea-to-sea rainbow flag is carried in their pride parade each
year.
October 16-17
Adventures in Travel Expo
Meadowlands, NJ
Reg istration:
$6000.
Jack Meier
Co-op participation available at $750. per property.
Brochure distribution available at $250. per property.
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure
magazines are the key media sponsors of this event, insuring high end media and travel
professional exposure. This event has become "the" travel planning event for the adventure
seeking, well educated, active travel market segment
October 22-24
SITV Travel Show and Tour Operator/Media Luncheon
Montreal, Quebec
Registration:
$2250.
Sabine Chilton
In cooperation with Visit Florida, the Florida Keys will be participating in the International
Tourism and Travel Show in Montreal, targeting French speaking consumers and members
of the Canadian travel trade. This three day event is combined with a trade and media
luncheon, coordinated by Visit Florida and allows for destinations to present their product to
a captive audience.
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NOVEM BER 2010
November 6 -7
Greater Palm Springs Pride
Palm Springs, CA
Registration: $800. Steve Smith
This is the 23rd year Palm Springs has held a Gay Pride event. Palm Springs is California's
gay getaway city with both a large day and lesbian residential population plus visitors from
throughout California and its surrounding states. This venue would promote the destination
to the West Coast gay community encouraging them to take their holidays to the Keys
rather than the Hawaiian Islands.
November 7 -11
World Travel Market
London, England
Reg istration:
Svcs.
Co-op participation available at $1200. per delegate in destination booth.
Brochure Distribution available at $300. per property
$40000.
Stacey Mitchell/Cellet Travel
World Travel Market is the UK's largest annual travel trade show. This show will be held at
the Excel Exhibition Center located in London. Visit Florida creates a Florida Pavilion for the
state industry to exhibit their products and meet with travel agents, tour operators, and
travel media.
The UK market is the cornerstone of the Florida Keys international marketplace. The
Florida Keys will continue to show a strong presence in this marketplace to build on existing
trade relationships as well as identifying emerging "niche" travel markets.
November 12-14
Visit USA Italy Showcase
Venice, Italy
Reg istration:
$3300.
Stacey Mitchell
Co-op participation available at $1100. per delegate
Immediately following World Travel Market, delegates from the U.S. will be traveling to
Venice, Italy to participate in the Visit USA Italy showcase. This promotional event is the
most efficient method of exposing your destination to the main travel trade and media
partners within the Italian tourism sector. This is a cost effective method of promoting your
product to a market segment that travels almost exclusively during the month of August.
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November 15-18
Florida Encounter with Visit Florida
Miami Beach, FL
Reg istration:
$2500.
Jack Meier
Florida Encounter is designed and produced by Visit Florida who only allows Visit Florida
partners to exhibit independently. The two-day tradeshow features computerized pre-
scheduled appointments and a one-to-one ratio between qualified meeting planners from
outside the state of Florida and Florida's top meetings and conventions suppliers. For
additional information, contact Visit Florida, 850-488-5607.
November 16
Meetings Quest Chicago
Rosemont, I L
Registration:
$2300.
Sabine Chilton
Co-op participation available at $750. per property.
This event is designed with both time and budget in mind, whose goal it is to attract the
meeting & incentive professional with unparalleled multi-level education. Additionally, the
exhibition provides attendees sufficient time to visit and explore every participating vendor.
The event boasts a 3: 1 ratio of qualified planners to exhibitors that accomplishes the
workload of two weeks of sales calls within a 3 hour timeframe. Area sales presentations
can be planned pre/post event. This opportunity allows for continued face to face
relationship selling in the critical southeast sector, vying for the short term winter corporate
business as well as long term consideration for spring and summer of 2011.
November 17-20
DEMA
Las Vegas, NV
Registration: Covered by Dive Umbrella
Co-op available at $500. ; Limited to 3 delegates.
Yves Vrielynck
This is a trade-only event focusing specifically on the sport of diving; its manufacturer's and
dive-related travel destinations. Dive consumers are not in attendance. Attendees hale
from all facets of the dive industry in addition to travel agencies and tour operators
specializing in dive vacations and travel. There is a strong emphasis on dive equipment
suppliers. Because the show is being held in Las Vegas this year, a smaller presence will
be contracted. Industry participation is encouraged but will be limited.
J-26
DECEMBER 2010
December 12-15
Italian Travel Trade Educational Visit to the Florida Keys
Costs: $4500.
Stacey Mitchell
Industry Support Required
Sales Staff will be inviting the top six to eight tour operators who actively promote the
Florida Keys for three nights/four days of educational experiences involving new and or
improved featured product, attractions, soft adventure activities and transportation options.
This educational visit will act as a follow up to our participation in the Visit USA/Italy
Showcase in November and educate the operators in advance of Italy's largest consumer
show, BIT in February. We will be focusing on travel to the Keys for August/early
September 2011.
December 14
Holiday Showcase
Chicago, IL
Reg istration:
$3500.
Jack Meier
The Association Forum's annual Holiday Showcase is Chicagoland's #1 business services
and meeting sites exhibition. Offering one-stop shopping, Showcase is an easy way to meet
with suppliers and take care of multi faceted business needs in one day under one roof. In
2009, more than 2,000 qualified buyers were on the show floor that featured more than 400
booths and over 700 different businesses. This show attracts a different planner than that
of the Motivation show.
December 15
Meetings Quest Boston
Boston, MA
Reg istration:
$2300.
Jack Meier
Co-op participation available at $750. per property.
This event is designed with both time and budget in mind, whose goal it is to attract the
meeting & incentive professional with unparalleled multi-level education. Additionally, the
exhibition provides attendees sufficient time to visit and explore every participating vendor.
The event boasts a 3: 1 ratio of qualified planners to exhibitors that accomplishes the
workload of two weeks of sales calls within a 3 hour timeframe. Area sales presentations
can be planned pre/post event. This opportunity allows for continued face to face
J-27
relationship selling in the critical southeast sector, vying for the short term winter corporate
business as well as long term consideration for spring and summer of 2011.
JANUARY 2011
January 11-16
Vakantiebeurs
Utrecht, The Netherlands
Reg istration:
$3250.
Marcel Sprenger/Get it Across
Considered the largest travel and tourism event in The Netherlands, over 136,000
consumers and travel trade attended this show last year. First day is limited to travel trade
and media only with an appt. based format, and the TDC will have the ability to conduct one
on one educational presentations with select members of the travel trade via a 'fair share
reception' coordinated by Visit FL.
The U.S. is the number one preferred long-haul destination for the Dutch market, capturing
32% of the long haul market share. The Dutch prefer warm and sunny destinations, and
has a keen adventure and eco tourism.
January 14-16
Adventures in Travel Expo
Santa Clara, CA
Reg istration:
$6000.
Stacey Mitchell/Staff
Co-op participation available at $750. per property.
Brochure distribution available at $250. per property.
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure
magazines are the key media sponsors of this event, insuring high end media and travel
professional exposure. This event has partnered with the LA Times consumer show, which
has been very successful in the past.
J-28
January 22-30
Boot
Dusseldorf, Germany
Registration:
$7800.
Y. VrielyncklM.Sprenger
Co-op participation available at $850. per partner; limited to 4 partners.
This event is the benchmark and stimulus for the international boat and water sports
industry. The presentation by nearly 1,700 exhibitors from 57 countries in the 18 halls of
the Dusseldorf fairgrounds is unique topical comprehensive and clearly laid out. Every "boot
Dusseldorf' is a social event with worldwide media coverage. Not to be overlooked in the
radio or on TV, in dailies or in the business and trade press. This is assured by finely-
honed marketing, the press and communication concept of "boot Dusseldorf" with the aid of
about 2,500 accredited journalists from all over the world. The Dusseldorf location is
unique. Here in the heart of Europe, 30 million people with money to spend live only two
hours away. The TDC will exhibit inside the dedicated Dive pavilion and showcase the
myriad of outdoor, interactive attractions that our destination has to offer.
January 23-25
Florida Huddle
Daytona Beach, FL
Registration:
$2500.
Sabine Chilton
Co-op participation not available at this time. Keys exhibitors should contact International
Productions at (407) 856-4747 directly. TDC will coordinate a Florida Keys section if
number of registrants from the destination warrants.
Huddle is a mini Pow Wow computerized appointment show. It is exclusively formatted to
promote Florida product to the international FIT and group tour market. There are only 2
shows per year designated for the international market: Pow Wow and Huddle. Florida
Huddle is not as cost prohibitive and will give you Florida-specific exposure.
January 29-30
Chicago Travel and Adventure Show
Chicago, IL
Reg istration:
$6000.
Jack Meier/Staff
Co-op participation available at $750. per property
Brochure distribution available at $250. per property.
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Formerly the Adventures in Travel Expo, this is the world's premier event serving
adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic
Traveler and Adventure magazines are the key media sponsors of this event, insuring high
end media and travel professional exposure. The destination was well received by the
consumers in attendance at last year's show and the greater Chicago-land area continues
to be one of our key winter feeder domestic markets
January TBD
Gay and Lesbian Travel Expos
San Francisco and San Diego, CA
Reg istration:
$1 000.
Steve Sm ith
These venues include a gay travel workshop/table top exhibit for trade only followed by a
five hour consumer table top show. The destination has participated in these venues for the
past twelve years and they provide a means to network with travel professionals and
consumers who travel on a regular basis. The west coast is a lucrative market for the
Florida Keys as travelers from this area tend to stay five or six nights due to the distance
involved in traveling.
FEBRUARY 2011
February 1-4
UK Sales Mission
London, Southern England and Dublin
Reg istration:
N/A
S. Mitchell/Cellet Travel Svcs.
Co op opportunities available for industry partners at $850.
With the assistance of our UK sales office, the Florida Keys will be conducting sales calls
and updating product managers in England and Dublin on destination initiatives. We will
focus on those operators whom don't have the staff or budget to attend shows like FL
Huddle or Pow Wow. As part of the road show, partners will be able to attend media
functions coordinated through our UK PR office in cities where appropriate. Industry
participation is encouraged.
February 11-13
The Boston Globe Travel Show
Boston, MA
Reg istration:
$2800.
Jack Meier
J-30
The Florida Keys will be exhibiting at the largest consumer show in the New England area
as part of the Visit Florida pavilion. This two day show affords the destination exposure in a
key feeder market during the coldest period of the winter season. With winters stretching
into April and early May in this part of the country, we can still promote the benefits of warm
weather to a winter weary audience. Last year more than 2,000 travel agents and 12,000
consumers attended this event, and Visit Florida stated that the Florida Keys were one of
the most requested destinations within their pavilion.
February 17-20
BIT/Italian Tour Operator Presentations
Milan, Italy
Registration:
$4000.
Sabine Chilton
With over 40,000 travel trade and consumers, BIT is the largest trade show in Italy. The
show format includes three trade days and two consumer days. Italy is one of the largest in
bound European markets for the U.S., and now ranks #5 in international arrivals to the
Florida Keys. We will exhibit in cooperation with Visit Florida and will host part of the
dinner/presentations organized for selected Tour Operators who specialize in Florida
product.
February 18-20
Our World Underwater Dive Show
Chicago, IL
Registration: Covered by Dive Umbrella Yves Vrielynck
Our World Underwater is a dive specific consumer show. Cooperative participation
available to the first six (6) Dive Industry delegates at $300.00 per Dive Operator. This is a
well-attended consumer show, catering to the Dive Consumer in the Midwest market, where
research has shown a large percentage of certified divers.
February 24
Destination Showcase
Washington, DC
Reg istration:
$5500.
Jack Meier
The Florida Keys and Key West will be exhibiting within Visit Florida Pavilion. With nearly
1,300 meeting professionals in attendance and more than 200 exhibiting destination-
marketing organizations, the regional show is the meeting industry's largest one-day event
exclusively bringing ore-Qualified meeting professionals together with exhibiting DMOs,
convention and visitor bureaus and tourism boards from North America and beyond.
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February 25-27
Ferie for Aile
Copenhagen, Denmark
Registration:
$5500.
Sabine Chilton
"Holidays for Everyone" is the largest tourism fair in Scandinavia. Although the event is
held in Denmark, it pulls consumers from the surrounding Scandinavian region as well as
northern Germany. The focus on this show is to highlight destinations that offer a respite
from the harsh winters that are typical of Scandinavia, and due to the audience, the event
focuses on holidays that offer attractions and activities that appeal to the athletic and
adventure seeking Scandinavian traveler. Approximately 63,000 people are expected to
attend over the weekend. This is the first time we are participating in this event. Brochure
distribution will be available.
February 26-27
New York Times Travel Show
New York, NY
Reg istration:
$3500.
Sabine Chilton/Jack Meier
Co-op participation available at $800 per property.
The NY Times travel show is the cornerstone of consumer events focusing on a well
educated populace hailing from the tri state area. These consumers are winter weary and
ready to escape to warm weather destinations. This is perfect timing to promote late winter
getaways or spring sojourns to the sun. The tri-state area has always been our key feeder
market for the winter months and we want to capitalize on a late Easter holiday season.
February TBD
Gay and Lesbian Travel Expos
Ft. Lauderdale, FL and Atlanta, GA
Reg istration:
$900.
Steve Sm ith
Brochure Distribution available at $50. per partner.
The Gay and Lesbian World Travel Expositions are held in several cities across the United
States. Each promotional venue follows a format that includes a gay travel
workshop/tabletop exhibit for trade only followed by a five hour consumer show. These
travel expositions provide a means to network with travel professionals involved with the
gay market and consumers who travel on a regular basis.
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MARCH 2011
March 7
Visit USA Workshop
Brussels, Belgium
Reg istration:
$950.
Yves Vrielynck
This is the largest travel tradeshow offered in Brussels, targeting the travel trade from the
Benelux countries. Approximately 200 tour operators, travel agents and members of the
press gather just prior to the ITB for a day of workshops and tabletop presentations from
various U.S. based destinations.
March 9-13
ITB
Berlin, Germany
Reg istration:
IGL TA Section:
$35000.
$ 1500.
S. MitchelllY. Vrielynck
Steve Sm ith
Co-opportunities available at $900. per property.
Brochure distribution available at $300. per property.
This trade fair is known as the world's largest tourism showcase. ITB continues to be the
"Must Attend" tradeshow for anyone who is committed to the International Marketplace.
The most recent Visitor Profile Survey listed Germany as the number two ranked origin of
international visitors, therefore making ITB one of the most important trade events of the
year. Our German market sales and public relations office will coordinate appointments
during the trade and media days, targeting both niche market and mainstream trade.
March 12-13
Washington Travel and Adventure Show
Washington, DC
Reg istration:
$6000.
Jack Meier/Staff
Co-op participation available at $750. per property
Brochure Distribution available at $250. per property
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure
J-33
magazines are the key media sponsors of this event, insuring high end media and travel
professional exposure. The destination was well received by the consumers in attendance
at last year's show and the greater DC/beltway area continues to be one of our key spring
into early summer domestic feeder markets.
March 19-20
New York GLBT Consumer Expo
New York, NY
Reg istration:
$4000.
Steve Sm ith
Co-op available at $200. ; Limited number of delegate positions available.
For the 1 ih year, the Florida Keys and Key West will participate in one of New York's most
successful Gay and Lesbian consumer shows. Last year, 21,500 consumers and travel
professionals attended. As a sponsor, our destination will gain more exposure prior to and
during the show through direct mail promotions, posters discount coupons, etc. Running
concurrently with the expo will be a Gay weddings exhibition. Gay weddings and
commitment ceremonies are becoming big business both domestically and internationally,
and Key West should position itself as the gay destination wedding location of choice to this
lucrative market segment.
March 19-20
LA Times/Adventures in Travel Expo
Los Angeles, CA
Reg istration:
$6000.
Staff
Co-op participation available at $750. per property.
Brochure distribution available at $250. per property.
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure
magazines are the key media sponsors of this event, insuring high end media and travel
professional exposure. This event has partnered with the LA Times consumer show, which
has been very successful in the past.
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March 25-27
Beneath the Sea Dive Show
Secaucus, NJ
Registration: Covered by Dive Umbrella Yves Vrielynck
Co-op participation available to the Dive Industry at $300. per Dive Operator.
Maximum number of participants will be from six to eight, and final participation will dictate
booth space. This is a well-attended consumer show, catering to the Dive Consumer in the
lucrative Northeast corridor. We received great exposure at the 2006 show and expect to
increase exhibit space this year to 400 square feet.
March 26-27
Pridefest of the Palm Beaches
Palm Beach, FL
Registration:
$575.
Steve Sm ith
Cooperative participation available at $100 per delegate.
This event draws thousands of consumers from the South Florida metro region. This Pride
event is well attended and booth participation will be limited. Past participation shows a
continued interest in the destination making this a strong venue for our summer season
promotional efforts. Convenient, reasonably priced accessibility from this area to Key West
makes the destination attractive to members of the communities surrounding the Palm
Beaches.
March TBD
Success 2011 Meetings Marketplace
Tampa, FL
Reg istration:
$775.
Jack Meier
Approximately 115 planners attended this one day conference held in conjunction with the
monthly MPI luncheon. Attendees come from the greater Bay area as well as central
Florida, a great geographical area to promote summer season meetings business.
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April 2011
April 8-10
San Diego Travel Expo
San Diego, CA
Registration:
$1500.
Yves Vrielynck
The San Diego Travel Expo is the largest consumer based travel promotional events in the
Southern California region. This show runs concurrently with the annual San Diego Home
Show, which brings in an estimated 30,000 high income home owners. The pre show
advertising effort is conducted by the San Diego Union Tribune (the areas most daily read
newspaper) and has been endorsed by the American Automobile Club of Southern
California. The region enjoys good airlift into South Florida on both main stream and low
cost carriers, and due to the travel time incurred, Californians tend to spend at least 5 nights
in the destination. This will be our first time participating in this event.
April 16
Miami Beach Pride
Miami Beach, FL
Reg istration:
$575.
Steve Sm ith
This event draws approximately 30,000 consumers from metro Miami-Dade region. This
Pride event is well attended and booth participation will be limited. Past participation shows
a continued interest in the destination making this a strong venue for our marketing efforts.
Estimated attendance at this year's event reached 20,000 people. This is a great
opportunity to showcase our destination to the South Florida traveler who could theoretically
visit our destination during any time of the year, but whose propensity to do so occurs
mostly in the summer and fall months.
A cooperative promotion with the areas' gay publications will offer additional exposure for
the Keys during the pride weeks.
MAY 2011
May 13-18
IGL TA Annual Convention
Ft. Lauderdale, FL
Registration: $100. Steve Smith
Brochure Distribution available for $50. Delegates must be registered convention attendees.
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This annual event draws over 400 travel professionals. The event continues to grow as the
IGL TA membership now exceeds 1,300. Competition for gay tourism dollars is increasing
with new destinations vying for this lucrative travel segment. Attendance at this event
includes networking and exhibiting amongst 400 travel professionals specializing in gay and
lesbian travel.
May 16-20
AAA Carolinas Sales Mission
Raleigh-Durham, Charlotte, Asheville, NC
Costs: $3000.
Staff
Sales presentations, educational training seminars and brochure fulfillment will be
conducted at AAA offices in key feeder cities within the coveted North Carolina market.
Focus will be on summer fly/drive travel.
May 22-25
TIA's POW WOW
San Francisco, FL
Reg istration:
$18000.
Staff
Co-op participation available at $1200. per property.
Pow Wow is the premier marketplace for over 1500 inbound tour and travel promoters.
Participation in this show is key in pursuing the international market, with participants hailing
from over 70 nations. This is the most important event for anyone who is interested in
maintaining promotional efforts in the international marketplace.
May TBD
Gay and Lesbian Travel Expositions
Philadelphia and New York City
Registration: $900. Steve Smith
The Gay and Lesbian World Travel Expositions are held in several cities across the United
States. Each promotional venue follows a format that includes a gay travel
workshop/tabletop exhibit for trade only followed by a five hour consumer show. These
travel expositions provide a means to network with travel professionals involved with the
gay market and consumers who travel on a regular basis.
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JUNE 2011
June 1-4
Gay Days Expo
Orlando, FL
Reg istration:
$1000.
Steve Smith/Jack Meier
The Annual Gay Days Expo is a 3-day show each year during Gay Days in Orlando. At the
expo you will find a variety of products from GLBT friendly vendors on display along with
exciting entertainment. The Gay Days Expo has become one of the world's largest GLBT
travel, entertainment expo and business expos. Attending this show offers an opportunity to
put your product in front of more than 14,000 affluent, well educated and brand loyal Gay
Days attendees.
June 4-5
The Scuba Show
Long Beach, CA
Registration: Covered by Dive Umbrella Yves Vrielynck
Co-op participation available at $300. per participant
Now in its 22nd year, the annual Southern California based SCUBA Show has developed a
reputation as not only the most successful consumer dive show in North America, but also
the largest consumer dive exhibition in the western hemisphere. Heavily attended by
motivated, qualified customers, the SCUBA Show is an excellent promotional medium. The
Los Angeles metropolitan area and Southern California have the largest concentration of
active certified divers in North America. Destinations exhibiting at this show include the
Maldives, the Red Sea, Australia, the Cayman Islands as well as the Bahamas. This is a
good opportunity for the Florida Keys to establish themselves as a premier dive destination
to the wealthy L.A./Southern California consumer market.
June 13-17
Denver Sales Calls
Denver/Boulder, CO
Registration: N/A Staff
Sales Staff will be conducting sales calls to travel agents, meeting planners and incentive
houses within the metro Denver area. We will be timing our visit to coincide with the local
chapters of HSMAI, MPI and other travel trade regional associations in order to conduct
destination presentations and grow this potential mid-western region. Industry participation
available; please call for further details.
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June 20-22
Incentive Travel Exchange
Las Vegas, Nevada
Reg istration:
$8500.
Jack Meier
The Incentive Travel Exchange is committed to elevating the networking and exchanging of
ideas between buyers and suppliers of incentive travel to new heights. This computer
generated appointment event will pair 100 buyers and 100 suppliers of incentive travel for
private one-to-one meetings in an exclusive setting where participants can generate
productive and profitable dialogue. Each buyer will be hosted by The Exchange and be
carefully screened to ensure that they are a top producing purchaser of incentive travel.
Each invited supplier will undergo an equally rigorous screening process to verify that the
products and services they represent are of an up-market standard.
June 25-26
St. Petersburg Pride
St. Petersburg, FL
Reg istration:
$575.
Steve Sm ith
Co-op participation available at $100. per delegate.
This event draws approximately 30,000 consumers from the Tampa Bay region. This Pride
event is well attended and booth participation will be limited. Past participation shows a
continued interest in the destination making this a strong venue for our marketing efforts.
Accessibility from this region includes flights via Continental and US Air, a combination of
drive/ferry from Ft. Myers to Key West as well as the strictly drive market. This is a great
opportunity to showcase our destination to the last minute summer or early fall consumer. A
cooperative promotion with the areas' gay publications will offer additional exposure for the
Keys during the pride weeks.
July 2011
July 16-18
San Diego Pride
San Diego, CA
Reg istration:
$650.
Steve Sm ith
This event offers an opportunity to promote the Florida Keys to consumers in a
geographical locale that is showing strong visitor growth to Florida and to our destination.
GLBT travelers continue to visit Florida for their holidays, and the Keys have benefited from
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recent gay travel articles throughout California. This venue is an excellent opportunity to
promote the Keys for GLBT commitment ceremonies and honeymoons. The only other
viable competitive destination for consumers in this region would be Hawaii, which has
almost the same flight time and has already been visited several times over by the GLBT
community in CA.
AUGUST 2011
August 5-7
Northalsted Market Days
Chicago, IL
Reg istration:
$3000.
Steve Smith/Jack Meier
Co-op participation available at $200. for four (4) delegates.
This event is in its 18th year, and has been a sell out the previous eight. The event is the
largest two-day Gay and Lesbian festival, and attracts over 300,000 attendees, including
mainstream consumers. The greater Chicago area remains one of our strongest consumer
markets, and continued promotions to this area are recommended.
August TBD
Successful Meetings University
TBD, FL
Reg istration:
$500.
Jack Meier
Successful Meetings University is an appointment based trade event geared towards
bringing meeting professionals from outside the state of Florida together with destination
marketers from within the State of Florida. This three-day event allows for formal one on
one appointments between the buyers and sellers along with networking opportunities to
further showcase the Florida Keys as a viable meetings destination. It is also beneficial to
be able to promote to planners about the feasibility of holding programs in Florida during the
warmer months.
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SEPTEMBER 2011
September, TBD
IFTM (formerly Top Resa) and Tour Operator Presentations
Paris and surrounding regions, France
Registration:
$5500.
Sabine Chilton
The Florida Keys and Key West will be participating with Visit Florida in France's leading
Travel Show visited last year by 16,455 trade visitors. We will also attend the fair share
dinner where we will meet with key tour operators who have product in the destination. This
show will be followed by a week of sales calls in Paris and Lyon, focusing on retail travel
agencies selling Florida Keys properties.
September, TBD
12th International Conference on G&L Tourism and Travel Expo
San Francisco, CA or Portland, OR (TBD)
Registration: $750. Steve Smith
This is the 10th time the destination has participated in this four day conference. The venue
offers strong networking with sellers of travel as well as members of the GLBT media
throughout North America. A table top expo will be held during the conference and is open
to both travel professionals as well as consumers.
September, TBD
Meetings Quest Atlanta
Atlanta, GA
Reg istration:
$2500.
Jack Meier
Co-op participation available at $750. per property.
This event is designed with both time and budget in mind, whose goal it is to attract the
meeting & incentive professional with unparalleled multi-level education. Additionally, the
exhibition provides attendees sufficient time to visit and explore every participating vendor.
The event boasts a 3: 1 ratio of qualified planners to exhibitors that accomplishes the
workload of two weeks of sales calls within a 3 hour timeframe. Area sales presentations
can be planned pre/post event. This opportunity allows for continued face to face
relationship selling in the critical southeast sector, vying for the short term fall corporate
business as well as long term consideration for winter of 2011.
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Ongoing Sales Efforts
Destination Days
Sales Staff
Presentations and destination training will be conducted to travel trade professionals in the
South Florida area. These travel trade professionals include Certified Vacations/Delta
Dream Vacations, Travel Leaders, AAA Auto Club South and Virtuoso Travel Agencies.
Electronic Marketing
Sales Staff
In an effort to increase our exposure to all market segments, sales staff will develop
electronic marketing promotions utilizing our current database. These efforts will include
electronic postcards, flash programs, e-newsletters, e-zines as well as video. These efforts
can be utilized as pre-promotional event notices, follow up tool to trade show participation
as well as updates and periodic communications to established clientele base. In addition,
on line educational portals, known as Travel Universities, have been created to offer
continuing education on the destination to members of the travel trade both internationally
and domestically.
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CELLET TRAVEL SERVICES, LTD. - UNITED KINGDOM
Services Provided:
Maintain Florida Keys Dedicated Phone Line
Answer calls from consumers and trade professionals
Arrange fulfillment through fulfillment house
Conduct sales calls on behalf of destination
Act as a resource by providing support for trade professionals
Liaise with offices of Visit Florida in UK
Liaise with KBC Public Relations
Advise TDC and advertising agency on UK market trends & issues
Monthly Sales Report
Maintain strong alliance with Visit USA Association
Personnel, administration, office facilities, consultation, communications
Manage European Financial Operation
Other operating costs
Operating Budget:
Fee $45000
Trade Events, Exhibits, Promotions, Special Projects:
Activitv
Destinations Show
UK Website
World Travel Market
Pow Wow
VIP Tour Operator FAM
Visit Florida
Coop Marketing/UK
Coop MarketingllE
Sales Mission
Travel University
Newsletter
Electronic marketing
Resources
Sub-total
Actual cost
$4000
$0
$0
$0
$0
$0
$0
$7000
Total United Kingdom Budget
Expenses Fees Totals
$0 $2000 $6000
$0 $1000 $1000
$1500 $2000 $3500
$1000 $2000 $3000
$2500 $2000 $4500
$3000 $4000 $7000
$9000 $1000 $10000
$3000 $1000 $4000
$2500 $3000 $5500
$3000 $10000
$1500 $1000 $2500
$1000 $1000
$14000
$72000
$117000
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SCOPE OF SERVICES in FY 2011
Get It Across Marketing
October 01, 201 O-September 30, 2011
Germany (Switzerland, Austria)
I Basic Services Provided
Maintain Florida Keys dedicated Phone/Fax line (+49221 2336451/450)
Personnel, administration, office facilities, consultation, communication
Answer calls from consumers and trade professionals
Arrange fulfilment through fulfilment house (Presse & Touristikdienst Nentwich)
Act as resource by providing support for trade professionals
Maintain strong alliance with Visit USA Committee
Liaise with MikullaGoldmann Public Relations
Advise TDC on market trends, Monthly Sales Reports
Work on set up of niche products (weddings, diving, gay & lesbian, condos)
Misc. operating costs
Total Basic Services
$23000
I Operating Budget
EUR 1.00 = USD 1.30
Costs Fee Total
1) Sales Calls Budget: Niche Markets $400 $800 $1200
Tour operators (Diving, Gay, Outdoor sports)
2) Specialized Shows: Booth & Assistance
ITB 2009, Berlin, March 9-13, 2011: $3000 $3000 $6000
(covers app. scheduling, booth assist.! booth manning)
Vakantiebeurs 2011, January 11-16 $1500 $2250 $3750
Gay Programs- 2011 - Germany $3000 $2400 $5400
Gay Prides in July 2010/ GLBTPromotions in 2011
3) Travel Trade Trainings I Roadshows I Seminars
America Journal Journevs Munich. Nov 2010 $3000 $1000 $4000
(covers registration, travel and coordination)
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Visit USA Seminar Austria. Feb 1st $2500 $1000 $3500
Registration, travel and coordination
Visit USA Seminar Switzerland. Feb 3rd $4000 $2000 $6000
Registration, travel and coordination
4) German Florida Keys E-Newsletter
-Prod. Of 1x external E-Newsletter via Supercom (trade) $700 $800 $1500
-Prod. Of 2x internal E-Newsletter (consumers) $3000 $3000
5) FAM TOUR (AER Travel Agent FAM in May 11) $500 $2500 $3000
(coordination and execution)
6) German Fla-Keys Mini Sites $800 $800
Coordination of updates/ changes
7) Trade Partner Coop $6000 $2000 $8000
8) German Product Inventory $3000 $3000
Summer 2011 inventory (32 operators)
9) Office Resources $1870 $1870
Total Operating Budget $26470 $24550 $51020
Total Operating Budget
$51020
$23000
Total Basic Services
I Total Germany (Switzerland, Austria) Budget
$74,020 I
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Memberships
American Society of Travel Agents (ASTA)
Hospitality Sales & Marketing Association International
Receptive Services Assoc. of America (RSAA)
Travel Industry Association of America (TIA)
International Gay and Lesbian Travel Association (IGL TA)
Visit USA Belgium/Luxembourg
Visit USA France
Visit USA Netherlands
Visit USA Norway
Visit USA United Kingdom
Visit USA Germany
Visit USA Ireland
Visit USA Italy
Visit USA Sweden
Society of Govt Travel Planners
Meeting Planners International
Association Forum of Chicago
Florida Society of Assoc Exec
Tallahassee Society of Assoc Exec
Destination Marketing Association International
National Tour Association
American Bus Association
Adventure Travel Trade Association
No. American Journeys (NAJ)
National Gay and Lesbian Chamber of Commerce
International Gay and Lesbian Chamber of Commerce
$ 549
$ 1 060
$ 500
$ 2500
$ 250
$ 650
$ 1 500
$ 1 000
$ 700
$ 850
$ 2120
$ 1200
$ 900
$ 700
$ 450
$ 650
$ 395
$ 210
$ 105
$ 2500
$ 600
$ 475
$ 750
$ 3900
$ 100
$ 325
Total Memberships
$24,939
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Measurability
Monthly reports from offices in UK and Germany reflecting trade and consumer inquiries
and fulfillment data.
Post show evaluation to industry partners: Indicating feedback with regards to booking
activity and inquiries as a result of show or sales call participation.
Tour Operator Reports: Current product selling trends within destination.
Annual Tour Operator Inventory Reports from the UK, Ireland and German speaking
markets indicating number of pages dedicated to destination, increase/decrease of product
placement year on year.
Monitor visitor profile survey indicating travel trends in different market mixes.
Monitor visits to web site: meeting planners RFPs, travel agents and tour operators
sections.
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BUDGET
Promotional Activities $250,300
Travel Expenses $120,000
Postage/Phone/Xerox $40,000
Memberships $24,939
Entertainment $8,000
Resources $45,761
Cellet $194,050
TOTAL LINE ITEMS
$683,050
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PUBLIC RELATIONS
-.:.~~---
K. PUBLIC RELATIONS
NewmanPR's public relations plan for the Florida Keys & Key West is designed to work in
synergy with the objectives and goals determined by the Monroe County Tourist
Development Council. The agency will develop and utilize opportunities in both traditional
and emerging editorial and promotional venues, employing public relations techniques to
further and enhance the TDC's overall marketing efforts as stated in the marketing plan.
The essential elements of the public relations campaign are message development and
positioning strategy, media analysis and relations, development of contributed news
articles, editorial calendar development, media research, and crisis management
communications.
Typically, well-crafted public relations efforts achieve results providing greater client
credibility than most other marketing promotions. NewmanPR and its affiliates consistently
have succeeded in securing media exposure for the Keys that is valued at many times the
TDC's PR promotional budget.
The 2010-11 PR program will utilize a theme, "Experience the Keys Connection," as a
comprehensive and unifying underlying message, keeping a consistent focus on the value
- both tangible and intangible - of the Florida Keys vacation experience.
Within all phases of the public relations program, emphasis will be placed on cultural
tourism, eco-tourism, soft adventure and family travel. The 2010-11 program will highlight
experiential rather than passive vacation experiences, continue a significant focus on gay
and lesbian markets, promote the Keys' "green" attributes, spotlight family and multi-
generational leisure opportunities and seek out special events and programs to promote
travel during the destination's traditionally slow months.
Throughout the fiscal year, NewmanPR will concentrate on expanding e-marketing and
social media opportunities, employing them to their fullest extent to communicate the Keys'
attributes, offerings, and overall message.
The following proposal outlines a public relations, publicity and promotion campaign for the
fiscal year beginning Oct. 1, 2010.
Objectives
1. To implement public relations techniques to attract new visitors and motivate previous
visitors to return to the Florida Keys.
2. To promote awareness of, and bolster the destination's image as, a vacation venue
where visitors can make personal connections to things and people that matter to them.
3. To emphasize the tangible and intangible value of a Florida Keys vacation experience
through a focus on cultural, heritage, environmental, soft-adventure and family travel.
4. To position the Keys as a prime venue for creating lasting vacation memories and
making a permanent records of them through photography.
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5. To promote international, national and statewide awareness and image of the Florida
Keys & Key West as a destination concerned about protecting and preserving the
environment.
6. To promote awareness and image of Florida Keys special events and attractions.
7. To promote the destination's acceptance of and support for diversity to both domestic
and international gay and lesbian markets.
8. To continue targeting international markets in England, Ireland, Scotland, Scandinavian
and German-speaking countries, as well as emerging markets, through affiliations with
contracted UK and German PR firms.
9. To continue targeting specialty markets including diving, wedding/honeymoons,
art/culture, and guided sportfishing excursions.
10. To continue enhancing and maintaining the tourism council's official website and media
website.
Goals
1. To develop a promotion designed to increase awareness of the 100th anniversary of the
Overseas Railway's completion, and the Overseas Highway that evolved from that
railroad and is now an All-American Road.
2. To develop national media coverage around the 50th anniversary of the creation of
John Pennekamp Coral Reef State Park, to be celebrated in December 2010, and the
Keys' longstanding commitment to reef and habitat protection.
3. To establish separate domestic group press trips focused on the Overseas Railway
anniversary, family travel, and kayaking and green travel.
4. To organize individual visits to the Keys by up to 20 British and European media
representatives, showcasing the wide variety of activities and attractions on offer.
5. To organize one British, one German and one domestic group press trip centered
around the theme of "Photography in the Keys."
6. To develop a dedicated photography micro site linked to the Keys website as a visual
on-line medium where visitors can share their vacation memories through photography
and thereby interact with an on-line Keys community.
7. To increase utilization of Twitter and other social networking media to promote the Keys
and increase on-line "buzz" about the destination.
Domestic Overview
As in past years, NewmanPR will focus its efforts on a "generic" public relations program to
promote the Florida Keys & Key West, combining cornerstone efforts to maximize
scheduled opportunities and the flexibility to take advantage of spontaneous opportunities
as they arise.
Elements of the generic program include updating and creating Keys travel releases
distributed via the Florida Keys & Key West media kit and website, and arranging and
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facilitating group and individual media research trips to the destination. Equally important,
the agency will concentrate on researching, writing and distributing specialized travel
releases to targeted media outlets including print, broadcast, Internet and social media.
Through its Florida Keys News Bureau, created on behalf of the destination, the agency will
continue to produce spot news stories whenever warranted, distributing them to
mainstream, regional, national and international print, broadcast and Internet venues.
Whether focusing on elements of indigenous special events or capitalizing on unforeseen
occurrences, spot stories can be extremely valuable in increasing positive awareness of the
destination.
For distribution, the agency utilizes extensive, continually updated databases. Currently,
thousands of records are kept on journalists in the United States. Virtually all story and
photograph distribution is accomplished electronically, either via electronic mail or by
transmitting to wire service computer systems.
Implementation and Theme
The agency has selected "Experience the Keys Connection" as the theme to underlie its
overall 2010-11 PR efforts. This theme communicates two important aspects of a Florida
Keys vacation.
First, the destination's richness and multifaceted leisure opportunities allow people to do
much more than passively "see the Keys" or "visit the Keys." Instead, the Keys can and
should be "experienced," exuberantly and actively, as a participatory adventure.
Second, a Keys vacation gives visitors a chance to make a personal connection with things
and people that matter to them. They can tailor their Keys experience as a way to connect
with family members, nature and the outdoors, a unique history, their own creativity,
meaningful volunteer or learning opportunities, the underwater world, their spouse or
partner, or other elements. By doing so, they also forge a personal connection with the
destination.
This theme will be carried out during the 2010-11 fiscal year through targeted group media
trips, press releases and promotions - all crafted to encourage media, and their
audiences, to immerse themselves in various facets of the Keys experience and make their
own enduring connection with the island chain.
Using the theme to emphasize the tangible and intangible value of the Keys vacation
experience, NewmanPR will focus on cultural, heritage, environmental, soft-adventure and
family travel.
All travel media relations projects feature significant marketing efforts to publicize the Keys
website and toll-free number, providing a call to action. In addition, efforts will be
undertaken to drive people to the Keys' social media outlets.
Domestic Press Trips
In designing group press trips for 2010-11, the agency continues to focus on attracting
representatives of leading Internet media in addition to well-qualified print and broadcast
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journalists. Efforts will be targeted to representatives of leading on-line travel portals, travel
websites with a strong editorial focus and journalists writing for leading travel blogs with
large audiences.
Participation also will be sought from broadcast and Internet broadcast media, as well as
representatives from successful traditional media outlets. An increased effort will be made
to attract photographers and videographers to document the Keys travel experience for
both Internet and traditional media venues.
In addition to group trips, the agency will continue to direct significant resources toward
assisting domestic journalists on individual trips, since individual exploration often allows for
optimal story-gathering.
Domestic press trips will focus on engaging journalists, and therefore their audiences,
through in-depth experiences of various aspects of the island chain. Emphasis will be
placed on soft adventure, the Keys' visual beauty as a stimulus for photography, family
travel opportunities that create shared memories and the Overseas Railway's upcoming
centennial anniversary.
Domestic trips will include the following:
Keys Kayak Connection
Inspired by the successful 2010 Keys bicycling press trip, this adventurous paddle will
target media covering eco-adventure, family travel, fitness and health, experiential and
"green" travel. Led by seasoned kayak guides, it will showcase the beauty, simplicity and
ease of kayaking throughout the Florida Keys. Kayaking will start in Key Largo and end in
the Lower Keys, with the itinerary allowing plenty of time to explore attractions that highlight
the unique aspects of each district.
Keys Kids' Connection
To emphasize the Keys as a prime destination for family vacations that create shared
memories and strengthen bonds, the agency will host a Keyswide press trip for journalists
who write for the family market. Each targeted journalist can bring one child on the trip,
allowing them to experience the destination through the child's eyes as well as from the
adult perspective. In each district of the Keys, journalists and their children will explore
attractions and activities that appeal to families. These will include snorkeling or a
glassbottom boat trip to the living coral reef, a marine mammal encounter, fishing on a
party boat, learning about sea turtle protection and wildlife preservation, and sailing on a
historic tall ship.
Keys Camera Connection
This Keyswide trip is geared to photojournalists and professional photographers, with a
focus on the most visually enticing elements in the island chain. Noted photographers
throughout the Keys, such as Alan Maltz, Bill Keogh and Tom Stack, will serve as
resources to suggest locations and activities to participants, who will then go on "photo
safaris" designed to meet their goals for the trip. The trip may be scheduled to maximize
opportunities to shoot a coral restoration project, coral spawn, turtle release, Underwater
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Music Festival, cultural highlight, seafood festival, peak birding season or other appealing
subject.
Keys Centennial Connection: The Overseas Railway
In honor of the January 2012 centennial anniversary of the Overseas Railway's completion,
this press trip will be a "Keys road trip" to highlight the historical and cultural significance of
"The Railroad That Went to Sea" and became the Overseas Highway. Showcasing the
Keys road trip experience, it will be targeted to media representing feature magazines
including automobile and motorcycle publications, major-market newspapers and Internet
travel publications. During the trip, participating media will discover significant sites along
the Overseas Highway such as the Seven Mile Bridge and Pigeon Key, explore historic and
contemporary "roadside attractions," learn about railroad centennial celebrations and the
highway's status as an All-American Road, get a behind-the-scenes tour of the
commemorative railroad exhibition and rare artifacts at the Key West Museum of Art &
History, and journey to the highway's "end of the line" at mile marker O.
Individual Media Research Trips
To assist domestic journalists planning individual story-gathering trips, the agency does
everything from creating and arranging customized itineraries and lodging to setting up
interviews and meetings with subjects targeted to individual story needs. The agency also
can provide media kits, high-resolution photographs and video footage, and can provide
onsite support or escort to journalists during their trip. Prior to providing complimentary or
reduced-rate accommodations for media representatives not known to the agency, staff
members research and qualify such representatives.
Collaborative Media Research Trips
To maximize opportunities for media research trips while minimizing expenses, the agency
works with Visit Florida, other Florida TDCs/CVBs and other organizations on joint-venture
media research trips as defined by their marketing plans.
Website
The PR agency manages the general destination news section of fla-keys.com. The
agency posts new content to this section several times per week. This content promotes all
aspects of the destination with pieces spotlighting cultural activities, special events,
attractions, family travel opportunities, eco-tourism, watersports and adventure, diving and
snorkeling and fishing tournaments. Pieces also are posted that take advantage of spot
news opportunities. The news section also is valuable in situations that require emergency
communications.
The agency rounds out the material posted on the website, and particularly its generic
sections, by providing pieces that highlight each district's history and flavor. "Keys Voices"
mini-profiles form an important portion of the site's content, allowing media and consumer
audiences to "meet" some of the engaging and occasionally quirky people who call each
district home.
For 2010-11, the agency plans to enhance its provided website content, working with the
TDC's web provider, by developing a micro site devoted to recording the Florida Keys
vacation experience through photography.
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On-line Press Room
The agency continues to manage and provide content and journalist-friendly resources for
media representatives through its retooled "press room." These resources include an
extensive on-line press kit and high-resolution photographs of each district and selected
special events formatted for download. NewmanPR continues to add and refine content to
make the section a useful and respected resource for media.
Press Releases
In 2009-10, NewmanPR streamlined and updated its existing print and on-line Florida Keys
& Key West press kit to meet the needs of the rapidly growing Internet media community
and the evolving needs of traditional media.
For 2010-11, the agency will focus its efforts on writing and distributing travel and news-
oriented stories, special events-oriented releases and the quarterly "What's New in the
Keys" feature. In addition, significant attention will be paid to crafting a series of targeted
press releases designed to forward the overall PR theme of "Experience the Keys
Connection."
These pieces will be utilized for media release, appear in issues of the monthly e-
newsletter and be incorporated into the print and on-line press kit as appropriate. Specific
news releases planned for 2010-11 include:
100 Years to Sea - This press release will showcase the original Overseas Railway prior
to the 1 OO-year anniversary of its completion, and explain how it ultimately led to the
Overseas Highway. It will outline the history of the railroad and road beginning with Henry
Flagler's "impossible" quest to connect the Florida Keys and mainland Florida by rail. A
discussion of today's Overseas Highway will include events that are held on it annually,
such as the Seven Mile Bridge Run, and also note its recent designation as an AII-
American Road.
Keys Kids' Connection - This release will highlight ways in which the Keys can provide
an enriching family vacation experience that renews family bonds and builds shared
memories. Unlike previous releases on family activities, this will showcase lesser known
children's attractions such as the museums at Crane Point Hammock and the dolphin wade
program at Dolphins Cove, which allows children as young as 3 to interact with Atlantic
bottlenose dolphins.
Vitality Vacation: Learn a New Sport in the Florida Keys - Because of their subtropical
year-round weather and water conditions, the Florida Keys offer year-round opportunities
for energizing and exploring through learning new sporting skills. This release will explore
opportunities to learn kiteboarding, paddle boarding, kayak fishing, fly fishing and more.
Equally important, it will position the Keys as the ideal spot for learning basic and advanced
scuba techniques in the clear warm waters of "the American Caribbean."
Voluntourism and the Conservation Connection - Given the growth in popularity of
eco-responsible, experiential and "voluntourism" vacations, this release will explore ways
visitors can make a positive difference while enjoying and learning about the Keys
environment. Topics covered may include volunteering at animal rescue and rehabilitation
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facilities, participating in reef or shoreline cleanups, volunteering for coral restoration
projects or fish counts, or even learning and practicing sustainable fishing techniques.
Key Lime Pie in the Keys - Media has recently shown significant interest in Key lime pie.
This release will discuss the origins of the dessert, the debate over meringue versus
whipped cream toppings, the color and taste of an authentic Key lime pie, its designation as
Florida's official state dessert and some of the best spots to get the pie. Also covered will
be other unique Key lime products such as martinis and salsa.
E-Newsletter
The agency will continue producing monthly issues of its "Keys Traveler" e-newsletter,
which has become an extremely popular offering for both consumer and media opt-in
subscribers. Each issue of the e-newsletter showcases special events and festivals
throughout the Keys, fishing, diving and cultural highlights, profiles of notable Keys
personalities and a calendar of upcoming events.
In 2009-10, live links were added encouraging e-newsletter readers to explore the agency-
produced "Video of the Week" and "Keys Voices Weekly Feature" for additional multimedia
and web-based content promoting the destination.
For 2010-11, the agency will explore the feasibility of and test the appeal of two additions to
the e-newsletter's popular format.
Keys Kids Corner - This new mini-feature profiles a family-friendly attraction each month.
The monthly feature could range from the Shipwreck Museum to a cartoon exhibit to a
restaurant that features build-your-own pizza on its kids' menu.
Picture Yourself in the Keys - To be explored in conjunction with the development of the
on-line photography micro site discussed elsewhere in this plan, the "Picture Yourself" e-
newsletter section spotlights one or more vacation photos each issue that were shot and
submitted by visitors. Introducing visitor content and photo submissions engages the
consumer/reader/vacationer and engenders a stronger connection with the destination.
The agency also produces a recently redesigned quarterly e-newsletter geared to the
LGBT market. During fiscal year 2010-11, this will be expanded to include appropriate
articles from the mainstream e-newsletter, increasing its content and reader appeal.
"Keys Voices" Feature Blog
In early 2010, the "Keys Voices" blog was repositioned as the "Keys Voices Weekly
Feature" and several strategies were implemented to grow its audience. Efforts in the
upcoming year will center on further maximizing its positioning and audience of consumers,
while also increasing its visibility and usefulness to media audiences.
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Other Electronic Venues
The agency plans to expend considerable effort in the coming year expanding its reach and
carrying the destination's messages to media and consumers through additional electronic
venues including social media. Direct consumer release distribution plays an increasingly
large role in light of trends in consumer behavior, while changing media behaviors spotlight
the need to utilize nontraditional avenues to reach today's media.
Recent research indicates that approximately 80 percent of hotel rooms are now booked
on-line, and social media is hugely important in engaging the interest of potential travelers.
Facebook reports more than 400 million active users who spend a total of 500 billion
minutes per month on the site.
According to Sysomos, YouTube now carries more than 80 percent of all on-line video
content, and Twitter has emerged as a major player in the social media landscape with
millions of tweets posted every day. Not just for personal use, Twitter has proved very
effective for business development and is now heavily used by journalists.
The agency is already actively promoting the Florida Keys & Key West using all of these
resources - among them uploading all "video of the week" segments to the agency-
created Florida Keys TravelVision channel on YouTube.
In 2010-11, NewmanPR will expand its promotional use of appropriate and reputable social
media in carrying the destination's messages to consumers and media. Social media has
also proved useful in crisis communications situations and will be utilized in that manner if
conditions require it.
Spot News
The Keys' year-round calendar of special events and festivals provides a proven platform
for spot press coverage, with coverage focusing on colorful, visual and indigenous activities
taking place during these planned festivals. The agency will continue to produce and
distribute coverage of events at all opportunities. Focus will be placed not just on the event
itself, but its value in showcasing the unique environmental and cultural attributes of the
destination. In addition, any significant news event with the potential to create a favorable
image for the Florida Keys will be maximized by the agency.
Travel Trade Public Relations
The agency strives for placement of Florida Keys news items in travel trade publications. At
least four times annually it surveys hotel associations, chambers of commerce and other
sources for tourism infrastructure improvements that provide meaningful news. Results are
distributed to appropriate travel trade sources.
Stories regarding major Keys events are rewritten for travel trade publications and the
agency attempts to maintain high awareness of the TDC's sales and marketing staff.
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Local PR Support
The agency contracts with a correspondent or "stringer" in the Upper and Middle Keys and
its Key West-based account executive performs the duties of stringer for the Lower Keys
and Key West. These in-Keys personnel are on hand to maximize story coverage
opportunities within their districts for both the agency and media, provide personalized
assistance to journalists ranging from suggesting story topics to setting up interviews, cover
local and spot news events, attend District Advisory Committee meetings and Umbrella
Committee meetings and assist in other important aspects of the public relations plan.
Special Events
The agency will continue to expend significant effort and resources to promote special
events and festivals, since they provide a significant "draw" for visitors and a timely and
well-proven "news hook" to generate media coverage. As well as writing pre-event releases
and creating and distributing story, photography and broadcast news packages during such
events, continued focus is being placed on providing sound with event representatives to
radio and Internet radio media.
The agency allocates its time and resources for event-based promotional activities based
on each event's "Keys-centric" focus, demonstrated value in attracting overnight visitors
and overall usefulness in increasing awareness of one or more positive aspects of the
destination. A line item in the expense budget provides PR expenses for indigenous and
PR-worthy Keys events that lack appropriate support funds.
From a public relations standpoint, many of the Keys' annual events provide a valuable
platform to spotlight attributes, attitudes and cultural and environmental aspects that are
indigenous to the Florida Keys.
As in the past, whenever possible PR efforts will emphasize the event's connection to these
positive aspects. Press releases and spot news packages will highlight events' "indigenous"
features in all appropriate cases, thereby adding value to the event coverage by giving it a
secondary focus of showcasing ongoing attributes of the destination.
Additional Programs/Promotions
Additional public relations promotions will focus on increased communication of the Keys'
message in social or interactive media venues, showcasing the Keys as an experiential
vacation site, raising awareness of family travel opportunities and fostering visitors'
personal bonds with the destination through the "Keys Connection" theme. Promotions for
2010-11 include:
Photography Micro Site and Visitor Photo Showcase
The concept behind this promotion is to position the Keys as a place to create lasting
vacation memories, while engaging both media and consumers through allowing interaction
and contribution to the Keys' on-line community. The method is to create a micro site as a
visual on-line medium where Keys visitors can share their vacation memories through
photography.
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This micro site will include elements such as hints and tips from photographic experts on
how to take good photos in the Keys, listings of prime locations for photo opportunities that
consumers can refer to, and comments from Keys-based photo professionals on why they
have made the Keys their home and what the area offers for photographers. Creation and
inclusion of a self-drive photographic tour along the Keys is also planned, with suggested
photo opportunities in each region and recommended times of day for shooting the best
Images.
Once the micro site debuts, visitors will be invited to upload their own photos of the Keys
and enter a "shot of the month" competition. Winning photos will be showcased in various
ways through social media, the Keys Voices feature blog and other appropriate avenues.
Overseas Railway Anniversary Promotion
The 100th anniversary of the 1912 completion of the Overseas Railway, which linked the
Florida Keys to mainland Florida for the first time, is to be showcased through celebrations
and commemorations throughout the Keys beginning in 2011 and leading up to the January
2012 anniversary.
Officially called the Florida East Coast Railway's Key West Extension, the $430 million
railroad became known as the Overseas Railway because its track stretched more than
100 miles out into open water. Its bridges and viaducts linking the islands of the Florida
Keys, including an astonishing seven-mile-Iong bridge, were regarded as an engineering
marvel.
The agency is crafting a widespread promotion to showcase the railroad's history using the
anniversary and pre-anniversary events as a focus. Elements are to include win-a-vacation
competitions, with prizes of Keyswide vacation experiences whose itineraries allow winners
to follow the route of the historic railroad. The competition is to be publicized through print,
radio and social media venues.
Other elements of the anniversary promotion include a schedule of press releases and spot
news packages, a domestic group media trip and pitches to national broadcast outlets to
cover anniversary events. The agency also plans to work with PBS to encourage the
network's production of a documentary on the railroad.
Pennekamp Anniversary Celebration
The 50th anniversary of the creation of John Pennekamp Coral Reef State Park will be
celebrated Dec. 1-11, 2010. According to organizers, the anniversary will include cultural,
environmental, and educational events focusing on the significance of America's first
underwater park and part of the only living coral reef in the continental United States.
Individual events are to range from seminars on reef protection to the presentation of an
underwater birthday cake. Before and during the celebration, the agency's coverage will
promote both the events themselves and the longstanding commitment to reef and habitat
protection that they commemorate.
Broadcast Support
In past years, the agency has sought and secured opportunities for live broadcasts from
various Florida Keys locations by major morning shows and cable television networks.
These have included such shows as "Today," "Good Morning America" and CBS's "Early
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Show" as well as programming for PBS, ESPN, The Weather Channel, the Food Network
and other leading broadcast outlets. The agency will continue working to attract national
television shows, and major-market and national radio programs, to execute live or taped
broadcasts from the Keys that showcase the destination's cultural, environmental, historic
and visitor-friendly attributes. Therefore, the PR budget includes funds to provide
discretionary support for such broadcasts.
Collaboration With Other Industry Professionals
To further benefit the Florida Keys & Key West, the agency will continue to take advantage
of opportunities to collaborate with public relations entities that represent individual Keys
resorts and attractions. In addition, when appropriate, collaborative efforts will be executed
with the public relations offices of Visit USA and Visit Florida. Synergistic connections will
also be made with other tourist development councils and tourism boards as well as
representatives of airlines and cruise lines serving the Keys.
Cooperative Promotions
To maximize opportunities and cost-effectiveness on behalf of the destination, the agency
will use its established collaborative contacts to secure private-sector partners for media
familiarization tours and other appropriate activities. This may include collaborating with
other compatible Florida destinations to cooperate with fams and selected promotional
projects in selected markets.
Representation at Journalist Conferences
NewmanPR is one of about a dozen agencies nationally with two members in the influential
Society of American Travel Writers. The agency plans to represent the Keys at the
associate members' conference and at the national convention. The agency also executes
exclusive Keys representation at the annual Florida Outdoor Writers Association
Conference.
Media Blitzes
The agency typically garners a significant response from journalists by participating with
Visit Florida in selected joint media events and receptions in targeted major and emerging
markets. In 2010-11 the agency will continue to take advantage of appropriate Visit Florida
opportunities. The agency also plans to organize an annual media blitz, carried out in
conjunction with Monroe County Emergency Management, prior to the Atlantic hurricane
season.
District Programs
The agency's correspondents in the Upper/Middle Keys and Lower Keys/Key West liaise
with local contacts and industry representatives in their respective districts to assist in
providing support to journalists on individual story-gathering trips. Correspondents also
work closely with contacts within their districts to identify and facilitate producing area
features and spot news reports that provide positive coverage for the district.
Umbrella Programs
As in past years, the agency plans to provide public relations support to the Fishing,
Cultural and Dive Umbrellas and promote events and offerings that well represent each
umbrella. Such efforts are funded by a line item in each umbrella's budget to promote these
specialty markets and events.
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Gay/Lesbian Market Public Relations
The Florida Keys & Key West continue to be a popular and highly acclaimed destination,
attracting a sizeable share of the lucrative LGBT domestic and international travel market.
This market increases in value as the American economy falters. For example, a survey
conducted by Witeck & Combs Communications revealed that that more than 50 percent of
LGBT respondents did not plan to decrease their travel frequency or spending in the
upcom Ing year.
Destinations around the globe, including regional and state tourism offices, are targeting
the lucrative LGBT market to strengthen their bottom line. Despite increased competition,
recent rankings list Key West as the number-two U.S. gay and lesbian travel destination
behind San Francisco.
While Key West and the Florida Keys maintain an extremely high profile in the LGBT
tourism market, it is crucial to maintain and grow this profile during the coming year. The
agency plans to do so in several ways.
These include continuing to represent the destination editorially to LGBT media
domestically and internationally, focusing on the acceptance of gay and lesbian visitors and
how they blend into this community, the gay and gay-welcoming accommodations and the
wide range of activities offered.
The agency also will promote annual events specific to the gay market including
Womenfest, Pridefest, Tropical Heat, the "drag queen drop" on New Year's Eve, the
International Women's Flag Football tournament, and mainstream events that appeal to the
gay market such as Fantasy Fest and Sculpture Key West.
In addition to providing information about these events to appropriate media, the agency
will spotlight them in the quarterly LGBT e-newsletter distributed to opt-in subscribers.
Recently redesigned to better present the destination's offerings, the e-newsletter also
includes pieces on activities and new offerings in the destination.
Focus will continue on distribution of the recently updated gay press kit editorial and
photography, housed on a user-friendly USB memory stick, to appropriate media. In
addition, plans call for updating and increasing LGBT-related photographs in the media
section of the TDC website and updating the destination's gay "home page."
Collaborative domestic publicity efforts for the LGBT market will continue, as will
maximizing opportunities through cooperation with the public relations department at Visit
Florida. The agency also intends to have a presence at the 2011 National Lesbian & Gay
Journalists Association annual convention as well as other related media events.
Representation at ITB and World Travel Market is being planned to meet with attending
European journalists. A media outreach visit to the United Kingdom and German is being
considered following the success of the most recent one.
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Both domestically and internationally, the agency's LGBT efforts will center on maintaining
and growing existing media relationships, forging new ones and continuing regular
communications with publications and media outlets to pitch destination coverage and
content.
The agency's LGBT representative will spearhead multifaceted ongoing support for, and
on-site meetings with, gay and lesbian media traveling to the destination. In addition, as
appropriate, the gay media relations specialist will meet with and distribute LGBT media
kits to other journalists during press visits.
The agency is planning at least one pan-European group press trip targeting LGBT media
and one domestic group press trip to showcase the destination's unique lodging, attractions
and events as well as the gay influence in the Keys and Key West. These trips will
probably be scheduled to coincide with Pridefest 2011 and Womenfest.
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Photo Li brary Update
In 2009-10, the agency redesigned its destination press kit, reshaping the included
releases to better meet the needs of 21st-century media. In 2010-11, plans call for a similar
update and re-shoot of the destination's digital library of Keyswide photography available to
media upon request.
The agency will utilize a mix of local and out-of-county travel photographers to shoot
images of all five Keys districts in the coming fiscal year. These images will depict a wide
range of Keys attributes and activities including watersports, cuisine, culture, architecture,
heritage, environment and nature, fishing and diving.
Once the new photo library has been shot, the agency will expand the image section of the
media website to offer a larger and more comprehensive selection of low- and high-
resolution photos for media download.
PR Activity for Keys Tourism Industry
As in past years, the agency will produce and distribute travel advisories electronically to
hoteliers and other industry members whenever appropriate to communicate information
about situations that can impact tourism. In addition, electronically-sent tourism advisories
will be produced to alert industry members about potential public relations opportunities.
Periodically, as requested, agency representatives make presentations at meetings of Keys
industry organizations to inform members about ways in which their businesses can benefit
from TDC PR opportunities, and offer insights on ways to maximize their own public
relations efforts.
Crisis Management
One of the most fundamental tests of a destination's communications plan is a CriSIS
situation - whether the crisis threatens or actively impacts the destination. While past
crisis communications efforts have focused primarily on hurricane threats and impacts, the
2010 Gulf oil spill demonstrated the application of the Keys' crisis management strategy in
other situations.
Crisis management is also provided, if necessary, in occurrences involving major traffic
accidents, environmental threats, fires and other situations that could impact tourism flow.
In the upcoming year, the agency will review its crisis management strategy based on
information gathered during the oil spill.
Equally important, the agency will update its existing Hurricane Emergency Plan integrating
the Keys tourism industry and community leaders. This plan serves as a guideline in the
event of a storm or other actual or potential crisis.
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Its cornerstone is the relationship forged with Monroe County Emergency Management,
which benefits the TDC and the tourism industry and supports efforts to achieve economic
recovery as quickly as possible after the storm passes. In addition, the agency maintains
excellent relationships with Monroe County law enforcement, environmental and military
organizations to provide constant information interchange and coordinated responses to
situations that might impact tourism flow.
In any crisis or emergency situation, the agency will provide important information to Keys
lodging properties and tourism interests through its fax-blast network, voice-call alert
system and e-mail transmission list.
In addition, the agency will organize and undertake an annual media blitz with and for the
Monroe County Emergency Management Office. Working in concert with the Lodging
Association of the Florida Keys & Key West, the agency also will organize a pre-hurricane
season preparedness workshop for the tourism industry on behalf of the TDC.
The Keys tourism hurricane safety program has been honored with public service awards
from the National Hurricane Conference and Florida Governor's Conference on Hurricanes.
Web Editor
The public relations expense budget includes an allocation to pay a website editor who
works in conjunction with FloridaKeys.com to provide and monitor content for fla-keys.com.
Visitor Assistance Line
The public relations expense budget funds a 24-hour, toll-free visitor assistance service
that serves as a multi-lingual troubleshooting facility for visitors while they are traveling in
the Keys. Coordinated by AmEurop, the program provides an important resource that is
demonstrative of the destination's care and concern for its guests.
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International PR Plan 2010-11
International Overview
KBC PR & Marketing, based in the UK, is the NewmanPR contracted agency for the Florida
Keys & Key West in Europe, focusing on the UK and German markets, as well as markets
in Scandinavia/Francellrelandlltaly. Effort is split roughly 70 percent, 20 percent and 10
percent in alignment with that of International Sales.
Most of Europe is trying to climb out of recession, with the notable exceptions of Greece,
Spain, Portugal and Ireland, although the Irish are hopeful that growth will return in
2010/2011.
Problems with the Icelandic volcano ash cloud may continue into the new fiscal year. It is
not possible to predict what effect this totally uncontrollable natural event may have on
tourism.
European vacationers are still very focused on value for money, whether at the budget or
luxury ends of the market. As a result, all-inclusive vacations are even more popular, as are
cruises, because of the certainty this gives to budgeting.
Green messaging is increasing in importance again in German markets, but not in the UK.
Over the past year there has been continual migration of media communications away from
traditional press releases towards social media outlets via Twitter and Facebook. Many
journalists now admit to only reading releases communicated by Twitter and to ignoring e-
mailed press releases. To continue to reach key influential journalists, the agencies'
strategy must change to take this into consideration.
Implementation - "The Key to Perfect Photography"
KBC will focus its media relations efforts around the major theme "The Key to Perfect
Photography."
Utilizing the new Keys photography micro site, we will put in place a number of activities
across Europe that link back to the micro site and the information held on it, including
market specific sections of the site.
Group Media Visits
One group trip each (5 participants) from the UK and Germany will visit the Keys to follow
the photographic trail that is to be developed, showcasing particularly photogenic locations
and activities that require good photographic skills to capture on camera. The groups will
be accompanied by a photographic expert and will meet with a variety of well-known Keys
photographers such as Bill Keogh and Alan Maltz, enabling them to learn from the
"masters" and increase their photographic skills.
Significant Keys attractions will be featured on the itinerary, with an emphasis on
participants utilizing their photographic skills to depict them. When swimming with dolphins
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they will learn how best to photograph them. When snorkeling and diving on the reef, they
will explore ways to take better underwater shots and when kayaking the mangroves they
will learn how best to photograph the wildlife.
All participants on the trips will be encouraged to blog about their adventures and
successes, and upload their best images onto the Keys' photographic micro site, creating
online buzz.
Individual Media Visits
Up to 20 individual media visits to the Keys will be organized during the year from all
UK/European markets.
Some of these trips will follow the photographic theme, while others may take a more
"green" angle (particularly in the case of German media) and others will continue the
previous road trip theme or visit a particular festival or event. All accommodations types will
be featured, as appropriate, to showcase the broad range of accommodations offered
within the Keys.
As in the past, the agency will seek to obtain complimentary or reduced rate airfares by
partnering with airlines and tour operators. The agency will also continue to work with other
Florida CVBs and organizations to co-host journalists on multi-destination trips, as
appropriate.
On return from their trips, all media will be invited to upload their best images onto the
micro site, ensuring continual refreshment of images.
Promotions
A competition will be established on the micro site in order to encourage consumers and
media to upload their images regularly. Each month an award will be given to the best
image uploaded by each market and the winner will receive a small prize, such as
photographic equipment or consumables. The agency will endeavor to obtain a sponsor for
these prizes in each market.
This could be extended to include the travel trade, by inviting travel agents to participate
through the trade press.
In addition, the agency is considering approaching a tour operator to provide a vacation
prize for the best photograph of the first six months. This prize would be used to assist in
"seeding" the site and raising awareness of it. Other opportunities will be researched to
display the best photography of the year.
Press Releases / Twitter / Facebook
Each month, the winning photograph of the month will be tweeted in each market to create
more buzz, drive visitation to the site and encourage sign-ups to the UK version of Keys
Traveller. These tweets will reach both media and consumers.
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Traditional press releases will be distributed to media as well. Each month the winning
image will be included, along with a photo credit and a description of where and when the
image was taken.
The agency is considering discontinuing the current two- or three-story structure of the
monthly HTML-formatted press releases, since these are now considered too long by many
media. Instead, these pieces may be reformatted to contain just one story or feature along
with the image of the month. Release headlines will also be tweeted, encouraging followers
to see the full version on the media site.
The German market has not yet embraced Twitter in the same way the British market has,
but the agency will monitor its development and include tweets in its outreach when
appropriate.
Website
The UK agency will continue to manage the media news section of the ".co.uk" and ".de"
websites, ensuring that relevant news and releases are uploaded on a regular basis.
Support of Sales Activities
Trade & Consumer Travel Shows
The agency will provide public relations support for International Sales at a variety of trade
and consumer shows and exhibitions throughout the year. This support will vary from the
preparation of specific release and translation of newsletters to creating photo stories,
holiday promotions and providing full media support on the Keys booth where appropriate.
These shows will probably include:
November - World Travel Market London
November - Visit USA Italian Showcase
January - Boat Show, Germany
February - Reiseliv Norway or TUR Sweden
March - ITB Berlin, Germany
May - Pow Wow, San Francisco
September - Top Resa, Paris
TDC may like to consider using winning images from the micro site to decorate booths at
these shows, and/or to produce handouts of winning images to give to booth visitors to
encourage participation and sign-up to the newsletter.
Further Support
If a sales mission takes place, it will be supported by media activity as appropriate. Stories
of student success in the Conch Academy training course will be sourced and promoted via
the trade press, encouraging more travel agents to sign up for the academy. Other stories
of interest to the trade will be sourced from sales and communicated to the media.
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Broadcast Visits to the Keys
The agency will continue to seed broadcast ideas to radio and TV producers primarily from
the main territories of the UK and Germany. However, since there are no mainstream travel
programs on UK or German network television, opportunities will focus on magazine,
lifestyle and cooking shows.
Electronic Newsletters - Keys Traveller
A UK version of the Keys Traveler monthly electronic newsletter is now distributed to UK
based subscribers. Once the "image of the month" promotion has been established, the
winning image will be included within the Traveller and the name of the winner announced.
This will ensure that the UK version has relevance to the market.
LGBT Activity
The LGBT market continues to be strong throughout Europe. The agency is proposing a
number of activities to outreach to the market.
1. Organize a joint European group press trip to bring media to experience a lesser-
known festival with a strong LGBT slant.
2. Approach Gaydar.co.uk and Gaydar Radio to invite them to cover one of the
festivals, preferably Fantasy Fest.
3. Forge a link with one of the UK's major gay pride events, such as Manchester or
Brighton, which could include a holiday promotion.
4. Implement a gay media mission for Steve Smith to re-connect with key UK and/or
European media. This could potentially be extended in conjunction with sales to
include specialist gay tour operators in addition to media.
Partnership Activity, Media Events and Networking
Opportunities
The agency will work with partner organizations such as Visit Florida, US Travel and Visit
USA Association to take advantage of media activities and events organized by these third
parties. These are likely to include media marketplaces, hospitality events and shows such
as Top Resa in Paris.
With KBC's Kate Burgess-Craddy now chair of the Visit USA Association UK, the Keys are
well placed to be at the forefront of new opportunities, as well as in a position to obtain
industry information and news as it breaks.
Other media networking opportunities are provided by attending the ABT A Travel
Convention in October in Malta, the British Guild of Travel Writers Awards in November,
and trade awards events organized by TTG and Travel Weekly. It may also be beneficial to
attend the annual Visit Florida evening event during WTM to network with the key trade
journalists that are invited.
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Other Foreign Markets
Latin America
As in the past, the agency plans to participate in the La Cumbre de Turismo travel trade
show that typically draws a significant number of media attendees from throughout Latin
America and the United States. The agency will also work to attract a return visit from
"Despierta America," the top-rated Hispanic morning television show in America and Latin
America, to execute a live broadcast from the Keys.
Pow Wow
In 2011, the International Pow Wow is scheduled to take place in San Francisco. Pow Wow
is the travel industry's premier international marketplace and is the largest generator of Visit
USA travel. Pow Wow attracts some 350 international travel press representatives from 70
countries. The agency will represent the Keys at Pow Wow, as in past years, promoting all
aspects of the destination to media representatives.
Measurability
The agency contracts with print and broadcast services that monitor public relations efforts.
The agency showcases print clips and broadcast "clip" segments at TDC and sometimes
DAC meetings to inform the council and its advisory board members of results of public
relations efforts. In addition, the agency will provide the TDC with analysis of various media
projects that include the dollar value of coverage received.
As well as quantifying tangible values based on media rate cards for time and space, the
agency also will communicate the less tangible value of increased credibility that results
from favorable editorial coverage.
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Public Relations Expense Budget for FY' 2010-'11
Media support materials (Media kits, videotape duplication, CDs, etc.) ................... $10,000
Distribution (courier, online press room and electronic marketing)........................... $22,000
Print clipping and broadcast monitoring services (evaluation process) .................... $11,000
Special events support (those with inadequate funding) .......................................... $50,000
Broadcast support.................................................................................................... $50,000
Domestic media development missions/receptions.................................................. $15,000
Travel journalist, other conferences......................................................................... $15,000
Domestic and foreign media research trips (includes air
transportation, food, ground transportation, etc.) ..................................................... $90,000
Spot News Coverage............................................................................................... $50,000
u. K./European sub-agency contract...................................................................... $155,000
U. K./European PR expenses................................................................................... $92,000
"Picture Yourself" microsite/program........................................................................ $25,000
Editorial photo library update.................................................................................... $25,000
Web Site Editor........................................................................................................ $36,750
PR stringers' expenses............................................................................................ $20,000
Gay market PR Stringer........................................................................................... $13,250
Gay market blog/FacebooklTwitter development..................................................... $10,000
Ameurop Visitor Assistance Program....................................................................... $20,000
Video of the Week Production.................................................................................. $20,000
Pennekamp Coral Reef State Park 50th Anniversary PR.......................................... $15,000
Flagler Railroad 100th Anniversary, First-Year PR Budget ....................................... $20,000
Resources................................................................................................................ $10,000
Total Proposed PR Expense Budget for FY 2010-'11 ...................................... $775,000
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FILM COMMISSION
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L. FLORIDA KEYS and KEY WEST FILM COMMISSION
The purpose of the Keys Film Commission is to bring awareness of our location to the film,
entertainment, commercial and print industry. The Film Commission provides assistance
and support to productions shooting in the Keys. The film commission may also provide
necessary information, props and signage to assist a production company in creating a
story that references Monroe County whether on location here or not.
Objectives
1. Create economic impact by promoting The Florida Keys nationally and internationally
as a filming destination.
2. To develop an expanded crew base for film crews to utilize.
3. Provide story ideas, events, flora and fauna, attractions and lifestyles and historical
information to scriptwriters.
4. Build an educated community and community awareness of the rewards and problems
in the recruitment of the film industry.
Goals
1. Increase Commercial Production and Still Shoots In The Florida Keys.
2. Increase Florida Keys profile with Bollywood producers.
3. Establish Key West as the host of Film Florida's quarterly meeting.
4. Develop new methods for delivering information to the film industry.
L-1
Implementation
Film Florida
Film Florida is an organization that was founded to promote Florida as a film destination.
Made up of State film commissioners, labor unions, individuals and businesses catering to
the film, television and print industry. Our presence will continue with Film Florida in 2010 -
2011. Our film office in conjunction with Film Florida will organize marketing missions to
Los Angeles, and New York domestically. Internationally, we are planning a mission to
Berlin for Berlinale and the European Film Market.
Website
The Keys film office has been creating location presentations for Film Florida's attendance
at film trade shows. We have the ability to play these back on monitors from our IPODS
and deliver them to sites which the clients may view on their own.
The Florida Keys & Key West Film Office updates the website every year with new and
current information. www.filmkevs.com.
When Film Florida has a marketing event, we upload photos to a site created specifically
for that event. The site is then linked to all participating Film Florida members' websites,
which creates awareness of our specific locales as well as incentives available through the
state film office.
We are on line with the Locations Guide, an international site, as well as purchasing ad
space in their handbook. We continue our presence on the Kemps website and handbook.
Kemps is an internationally distributed handbook of production services for the film,
television and commercial industry.
Implement Goals
Increase Commercial Production and Still Shoots In The Florida Keys
Through direct marketing and trade shows we will bring new awareness to the Florida Keys
as a commercial shoot destination.
The Florida Jobs Bill passed the State House and Senate and signed into law by Governor
Crist. Part of that bill is the jobs incentive for film and entertainment. There is a queue
specifically for commercials. We will bring awareness that the tax rebate is applicable for
commercial production through attendance at Cannes Lions and advertising. The jobs bill is
funded for the next five years at a respectable dollar amount of 242 million which means
Florida will again have the opportunity to be competitive in the film and entertainment
industry.
L-2
Increase Florida Keys Profile With Bollywood Producers
Bollywood is India's equivalent to the U.S.'s film production hub - Hollywood, obviously
taken from said name. Although produced, directed and acted mostly by Indians the films
are sometimes in English and are shot not only in India, but on location all over the world.
The film office will develop a FAM tour for Bollywood producers and filmmakers of both
public and private Keys locations.
Although many of the Bollywood filmmakers are familiar with Miami they are not familiar
with the Keys locations and most have never been to the Keys.
Host a Film Florida Meeting
The film office is bidding to host a quarterly Film Florida meeting tentatively scheduled for
early December. Members of Film Florida always enjoy having meetings in the Keys and it
is a good reminder of what is available here when production companies inquire about
locations, which may be found in Florida instead of offshore.
The Keys were to host a meeting last year, but due to other offices budget concerns we
surrendered our slot to Miami, a destination that was easier and less expensive to travel to.
Develop New Methods For Delivering Information To The Film Industry
We will develop an app for our production guide to be accessed by cell phones and IPAD.
As the world moves away from paper into digital much of the production crew do not want
to carry with them books and reams of paper. This will make available all the local
information they need at their fingertips.
We will be part of the Doddle app created for the IPHONE and IPAD that list crew and
information by location so it's easily accessible to production companies before and during
arrival. They also incorporate calls sheets and various other pieces of information needed
by the crew.
We will install our location images onto flash drives which can then be easily transferred to
location managers digital libraries.
L-3
Industry Trade Shows
Trade shows are venues where the Film Commission office has an opportunity to promote
what is available in our destination directly to production companies. Attendance at the
following trade shows is proposed for fiscal year 2010 - 2011.
1. Location Expo is scheduled for Santa Monica; attendees include location managers,
location scouts, writers, producers, and directors.
2. Film Florida Conference is scheduled for Mayor June. This is an annual meeting and
seminars where industry professionals are invited speakers.
3. New York Mission - We plan another New York Mission this year scheduled for
autumn. The Florida Keys Film Office will again coordinate the reception for
independent filmmakers in the East Village, New York. Attendees are to include
producers, directors and executives from the film and television industry. We will
schedule another marketing event in New York to coincide with TriBeCa Film Festival
scheduled for April.
4. Film Festivals and Sales Missions - Regional film offices are considering
opportunities to partner with the State Film Office and production and distribution
companies to bring awareness of Florida as a film destination. Targeted attendees are
producers, directors and executives in the film and advertising industries.
5. Berlin and EU Missions -This past year, The Florida Keys Film Office, in partnership
with Film Florida attended European Film Market (EFM) an arm of the Berlin Film
Festival. We feel the event has been successful having had meetings with several
heads of projects and a meet and greet during the EFM. We learned how to better
utilize our time and garner more face time with decision makers.
6. SXSW (south by southwest) - This is a film, music and interactive media trade show.
Film Florida has for the past three years hosted a marketing event to producers,
directors, writers and musicians during the film portion of the show. The event is very
successful with many inquiries about our locations. The arena where our film office can
most learn from is the interactive media portion. Bringing together a venue to do
business and a learning opportunity.
L-4
Location Scouts
Once a production company has been supplied with location photos, video and requested
information, the production company may send a location scout or location manager out to
take photographs of the areas. On these occasions the Film Liaison meets with and/or
escorts the location scout to the possible shoot sites in Monroe County. At times this effort
requires the hiring of a helicopter and driving out of county to pick up or drop off the scout
from Miami International Airport.
Once the location scout provides the production company with his/her photographs, a
second and possible third scout may evolve consisting of the producer, director, art director
and location manager. Again, the Film Liaison provides escort and possibly transportation
for the scout. Efforts made by the film office and local businesses during these scouts may
strongly affect the outcome of a location decision.
Location Shoots
When a film, television or still shoot client decides to shoot on location in the Florida Keys,
the Film Commission office provides continued assistance dependent upon the need of the
company. This assistance may include helping with permitting, facilitation of discussions,
and meetings with government officials, law officers, owners or managers of businesses
and properties. This office then assists in locating crew to work on the project, establishing
contacts for specific equipment or props, hotel room and restaurant possibilities and a
myriad of requests that are unforeseen.
The Film Commission office also provides information and assistance to the lodging, crew
and property owners in the Keys, if they have questions or concerns regarding the shoot.
Information is provided as to what to expect and what to ask for from a production using
their property.
The Film Liaison intends to facilitate a successful experience for the production company,
local crew and businesses.
Public Relations Opportunities
The Film Liaison will continue to work with Newman PR and industry publications as well as
publicists for production companies to identify PR opportunities in print and broadcast
media for the Florida Keys & Key West.
Measurability
A year-end economic impact report based on numbers from the production companies is to
be submitted to the TDC. This includes revenue generated in county, room nights booked,
production days and locals hired
A break down of which production companies have utilized the Florida Keys as a location is
submitted as part of the TDC reports.
L-5
Budget FY 2011
Film Industry Trade Shows
Film Florida quarterly meetings
New York Missions
Locations Expo
Film Florida Conference
International Shows and Marketing Missions
Registration and Show Expenses
Travel Expenses
Air Fare, Lodging, Meals, In-county mileage
Dues and Fees
Association of Film Commissioners International
Film Florida
Communications
postage, phone, FAX, cell phone, pager, e-mail,
800 incoming calls
Support materials
photos, office supplies, promotional materials
vehicle rentals - boat/helicopter and auto rental for
location scouts and escorting location shoots
Production of industry support material
Florida Keys & Key West Production Guide, Production Guide
mailing expenses, WEB site maintenance, database and
mailing support, postcards
Support equipment
computer programs, etc.
E & P for Production Executives
Student intern/location photographer
Industry professionals travel expenses
Advertising
Resources
Total
$15,000
$15,000
$1 ,500
$750
$2,000
$6,500
$12,000
$3,500
$2,000
$5,250
$10,000
$1 ,500
$75,000.00
L-6
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M. MARKET RESEARCH
Marketing research is what links the traveling public to us, the marketer, through
information. This information identifies and defines marketing opportunities and
challenges; generates, refines, and evaluates marketing actions; and monitors marketing
performance. In the simplest terms, marketing research tells us where we are going, how to
get there and how to know we've successfully arrived. It also instills the voice of our
customer into our marketing process. Marketing Research needs to be carried out
regularly because of the constantly changing environment in which we operate, due to
shifts in consumer tastes, technological advances, changes in economic conditions, and
our dynamically changing world.
The purpose of the TDC's Market Research department is to maximize the quality, value,
effectiveness and application of research in the development of marketing strategies and in
measuring the extent to which marketing goals have been met. The TDC Market Research
department designs and conducts research initiatives focused on tourism in the Florida
Keys & Key West, which are then interpreted and presented within the context of wider
tourism industry trends. Ongoing projects are designed to monitor and reveal shifts in
demographics, psychographics, and consumer behavior/motivation among both potential
visitors and actual visitors to the Florida Keys & Key West.
OBJECTIVES:
The objectives of the Market Research program are:
1. To evaluate and measure the attainment of overall marketing goals and strategic
objectives.
2. To conduct ongoing primary data collection studies of visitors to the Florida Keys &
Key West, as well as potential visitors, including web site visitors, e-mail inquiries
and 800-number callers.
3. To continuously gather and track information in order to inform the development and
execution of the marketing plan and any ad-hoc shifts in marketing strategy (e.g.
terrorist attacks, tropical cyclones, economic crisis, environmental crisis, etc.).
5. To coordinate with other departments, the agencies, and the public and private
sectors in the provision and use of applied, actionable research to inform the
marketing and destination management decision making processes and measure
effectiveness.
6. To identify accurate, ready, cost-efficient sources of information regarding travel and
tourism trends, consumer sentiment, and economic indicators in order to advance
the development of successful marketing strategies.
7. To further the understanding and utilization of emerging technologies in the field of
market research and strategic marketing.
M-1
GOALS:
The 2010-2011 goals of the Market Research program are:
1. Replicate our study of the Keys tourism workforce examining five years later what are
now the top worker issues faced by tourism businesses.
2. Develop a market study on our top feeder market, in-state travelers.
3. Develop profile studies on travelers with preferences for staying in lodging different from
the traditional hotel room; including vacation rentals, small lodging (guest houses, B&B,
and Inns) and campgrounds/RV parks.
4. Establish long term impact study of traveler perception of the environmental state of
Keys in light of the Deepwater Horizon/BP Oil Spill.
5. Establish trends in destination weddings and honeymoon travel; including affect of the
economy on attributes desired in destination wedding and honeymoon locations.
6. Increase the scope and methods of data collection in tracking the effectiveness of
advertising, sales, public relations and film.
RESEARCH METHODS:
Every research study begins with the formation of a question; what we need to know. Once
this has been established, the potential sources of information available to answer the
question are identified. A research design is then developed. Research designs may be
either qualitative or quantitative in nature. Elements of both designs may also be used
together in mixed-methods studies.
Qualitative research deals in words, images, and tends to be more exploratory and less
structured than quantitative research. Qualitative research includes focus groups, in-depth
interviews, and observational techniques such as the mystery shopper. While the results of
focus groups reflect only a very small segment of the target market, their results offer a far
more in-depth understanding of the target's perspectives or opinions than is otherwise
obtainable through quantitative surveys. Qualitative research can provide insights into the
underlying research problem to better develop quantitative research for conclusive data.
Quantitative research focuses on numbers, logic, and the objective; providing quantifiable
responses to a specific question obtained from a statistical sampling of a target population.
While quantitative data collection techniques can vary depending on the sampling design
and the type of information to be collected, the traditional empirical quantitative technique in
market research is the survey questionnaire. By administering a survey to a random
sample of a population, one is able to draw inferences about the behavior of an entire
population. The medium by which the survey is implemented can include mail, telephone,
face-to-face interviews, e-mail and the web.
M-2
IMPLEMENTATION:
Research focusing on potential visitors (inquirers) to the Florida Keys & Key West:
Telephone and email visitor inquiries will continue to be tracked through the VIS software,
with monthly and annual reports summarizing the origin of the inquirer (state, country, top
cities and states), the advertising source (magazines, newspapers, TV, Internet, etc.), as
well as interests, month of arrival, mode of transportation, length of stay, and number in
party. Email addresses, where provided, will also be recorded to further enhance the direct
marketing capability of this customer relationship database. Reports will continue to be
produced for each District and the County overall. The software and report functions will be
maintained and upgraded as needed. Call count reports will enable tracking of monthly and
annual variations in VIS call volume to aid operational management. We will continue to
report on the wealth of data gleaned from the Key West Business Guild's Gay and Lesbian
VIS database.
Research focusing on actual visitors to the Florida Keys & Key West:
Intercept interviews with visitors to the Florida Keys & Key West continue to be the
cornerstone of our research efforts with respect to actual visitors. The Visitor Profile
Survey will continue to gather demographic, party composition, expenditure across multiple
categories, activity, length of stay, reason for visit, trip planning and satisfaction data from
visitors to the Keys. 'Special topic' questions will be added on an as-needed basis. We will
continue to track prior cruise ship visitation in District I in order to measure potential for
conversion into overnight visits. The data collection and input will continue to be conducted
by an outside research firm, with the data analysis and reporting performed in-house.
Smith Travel Research data will continue to be utilized on an ongoing basis in order to
gauge lodging industry performance. This includes the following: a monthly occupancy and
average daily rate report for Monroe County, Key West, Key West small lodging, Key
Largo, Marathon and Monroe County excluding Key West; and weekly reports on daily
occupancy and average daily rates for Monroe County and Key West. These weekly
reports not only provide a useful means by which to assess the impact of special events
and lodging performance over holiday periods but also provide us with quicker turnaround
of lodging data than we available under the monthly schedule. We will maintain our efforts
to increase sample size so that further segmentation of the data can be implemented. As a
basis of comparison, we will also utilize Smith Travel data to track monthly performance of
the top 10 markets within the state of Florida.
The Keys also has a substantial offering of vacation rental properties for transient
accommodations. Given its functional variation from traditional hotel rooms, this product
category's performance is also quite different. To further track Keys lodging performance,
a vacation rental report will be produced by vendor V-Trip. We will work to increase
participation in this program to allow further district segmentation.
VisaVue International Traveler data will be utilized to track visitation and spending patterns
of international visitors to the Keys. Combining VisaVue data with other data sources,
projections will be made as to total visitation by country of origin and economic impact.
M-3
Fulfillment of 2010-2011 Research Goals:
1. In FY08, the research department conducted a study on the Keys tourism workforce
examining how the resident exodus and other issues were affecting the backbone of our
economy. Since our study, some of top factors that were leading to resident exodus
have significantly changed. Namely, the housing costs and the unemployment rate. To
what extend have changes in these areas alleviated worker issues faced by tourism
businesses? What are the top issues currently faced by tourism businesses in their
staffing efforts? What are the top concerns of our workers? What is their planned
longevity in the Keys? We begin our research with a qualitative study to further
formulate our hypothesis. They we will again conduct a quantitative study to provide
quantifiable data to the industry. We will examine shifts from our 2006 study in our
results.
2. No matter what the time of year, in-season or off-season, Florida residents remain our
top feeder market. At any given point in the year, averages of 25 to 30 percent of our
visitors are coming from our own backyard. We will further examine this market,
providing interest and attitudes about the Florida Keys, a visitor profile, media habits
and best messages to better reach this target.
3. A top selling point of our destination is the variety of accommodations available to
travelers. This year we will further study three lodging types which offer an alternative
to traditional hotel stays - vacation rentals, small lodging (B&Bs, guest houses and
Inns) and campground/RV parks. We will examine profiles of travelers whom actively
seek out these lodging segments, awareness and interest in the Keys, media habits and
best messages to further engage these consumers.
4. In April 2010, an oil rig accident began a massive spill of oil into the Gulf of Mexico. As
we craft our marketing plan for 2010-2011 we have not felt physical impacts from this
incident. However, we are challenged by consumer perception of impacts. As we have
seen with tropical cyclone events, consumer perception of damage following highly
publicized events can be long lasting even when no damage actually occurs or any
damage has been repaired. We will conduct a longitudinal study to track consumer
perception of the environment of Keys and long term affect of the oil spill.
5. While the economy has challenged the overall wedding market, it has also created
opportunities in destination weddings. In 2008, we had studied awareness and interest
in the Keys as a destination wedding and honeymoon location. We will examine shifts
in this market in light of the economic changes. We will look at trends within the Keys
and within the overall industry.
6. We will continue to seek out new or improved methodology to expand and enhance our
core research program, evaluating the effectiveness of our advertising, public relations,
sales and film.
M-4
MEASURABILITY:
The above outlined Market Research projects will include stated objectives, outlined in the
form of a research question, the information expected to be obtained by the project, and the
budget for the study. Each project will be evaluated after completion to determine if the
stated objectives were met, and to assess the value of the information collected.
Additionally, the Market Research department will provide the means for evaluating the
goals and objectives of other the departments and the agencies.
M-5
MARKET RESEARCH BUDGET
VISITOR PROFILE SURVEY
OCCUPANCY & AVERAGE DAILY RATE REPORTS
Hotels, Small Lodging and Vacation Rental Report Programs
VISAVUE INTERNATIONAL TRAVELER REPORT
PROJECT RESOURCES
Tourism Workforce Replica Study
In-State Traveler Study
Alternative Lodging Study
Oil Spill Longitudinal Study
Destination Market Study
Mystery Shopper Survey
Other Project Resources
SECONDARY RESEARCH
Purchase of Secondary Research from Outside Sources
MISCELLANEOUS
Memberships
Telephone, Fax, Modem
Postage
Computer Equipmentl Software Upgrades
Conference, Workshop, Sem inar Attendance
Data Entry Assistance
TOTAL
. Visitor Profile Survey
. VIS Enhancements
5% 3%
38%
. Occupancy & A\erage
Daily Rate Reports
. International Tra\eler
Report
. FY11 Projects &
Resources
. Secondary Research
. Miscellaneous
$68,400
$20,000
$12,000
$71,600
$10,000
$6,000
$188,000
M-6
Section Four: Evaluation
The final area of a marketing plan consists of assessing the effectiveness of the programs.
The TDC must continuously monitor its marketing plan to ensure that it is accomplishing
what it was intended to do. Goals should be established to serve as benchmarks for
evaluating the plan's effectiveness.
Based on a regular evaluation of these benchmarks, adjustments are inevitable in order to
redirect marketing efforts towards the highest level of performance.
Though the TDC has different ways of tracking our marketing and sales efforts, there are
several common measurement factors used in assessing the level of a program's
performance. The TDC Market Research Department regularly conducts visitor profile
analysis and monitors marketing effectiveness through call and website reports and
revenue reports. Research strategies also utilize lodging data and visitor arrival data.
In the marketing strategies, methods and implementation sections of the marketing plan,
each area (advertising, sales, public relations, film commission) includes specialized
evaluation criteria to measure performance. Accountability assessment is the sound
measurement of the extent to which stated goals of a specific marketing effort are being or
will be achieved.
Accountability assessment not only measures performance, but also enables review of the
adequacy of our goals and provides us with guidance as to how future marketing
performance can be maximized. Having the ability to make quick adjustments in our
marketing is also an important element of our program. Being able to gather and analyze
data in a timely manner gives us the ability to make changes in our plan.
We are making every attempt to develop an orderly planning process which includes a
clear statement of goals to be attained in the time frame outlined. Those goals are reached
through a series of marketing strategies and methods, each of which can and should be
measured. The measurement techniques should be designed objectively, without
preconceived notions of the results and without a design which attempts to prove
something works. Such methods include:
. Pre/post tracking studies, which measure users and non-users of our marketing
efforts. Why someone did not respond is as important as why someone did.
. Comprehensive studies of how travel information is delivered and used by the
potential visitor. What is the role of technology in the travel planning process?
. The measures of economic impact and return on investment (ROI). What are the
total benefits of a visitor coming to our area versus the cost of attaining those
benefits?
. Qualitative analysis to learn what works in marketing our area, both in the short
and long term. Our assessment of this year's plan should not only grade our
current efforts but should help show us how to make adjustments, and be more
effective in subsequent years.
N-1
Some of the criteria or techniques that will be used or planned by the TDC this year to
assess program effectiveness include:
. VIS reports
. Visitor Profile Survey reports
. Smith Travel Research Report
. V-Trip Vacation Rental Report
. Focus group studies
. Economic & tourism indicators
. AT&T call reports
. Bedtaxrevenuesreport
. Sales tax revenues report
. US 1 traffic counts
. Airport arrivals and cruise ship/ferry passenger counts
. Internet marketing click-through counts
. Google analytics and Urchin Web Analysis
. User demographics reports
. Web site brochure and video downloads
. Social Media user demographic reports
. Electronic sales lead tracking
. Travel agent sales reports
. Tour operator room nights booking reports
. Trade show room nights booked reports
. Trade show visitor intercept surveys
. Number of meetings booked
. Follow-up sales leads reports
. Credit card demographics
. European agencies' reports
. VIS mystery shopper reports
. 3rd party accommodations Internet bookings
. Print ad pre-testing
. Trade partners and industry survey (meaning surveying travel agents & lodging
sales staff)
. Conversion studies
. Online surveys or web based surveys
In summary, we need to know what marketing efforts are working; what is not; and make
the appropriate adjustments in the quickest period of time, to ensure the success of our
decision-making process.
N-2
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: JULY 21, 2010
Division:
TDC
Bulk Item: Yes ~ No
Department:
Staff Contact Person/Phone #: Maxine Pacini
296-1552
AGENDA ITEM WORDING:
Approval of an Amendment to Agreement to revise Exhibit A with Key West Players, Inc.
covering the Stage Repair and Rigging Renovation at the Waterfront Playhouse in an
amount not to exceed $25,000, DAC I, FY 2010 Capital Resources.
ITEM BACKGROUND:
TDC approved same at their meeting of April 27, 2010
PREVIOUS RELEVANT BOCC ACTION:
BOCC approved original agreement at their meeting of June 16,2010
CONTRACT/AGREEMENT CHANGES:
STAFF RECOMMENDATIONS:
Approval
TOT AL COST: $25.000
BUDGETED: Yes -K- No
COST TO COUNTY: $25.000
SOURCE OF FUNDS:
TDC
REVENUE PRODUCING: Yes X No
AMOUNTPERMONTH_ Year
~} /
APPROVED BY: County Atty -K- / ~urchasing
y \\ /1
II
v
Risk Management
DOCUMENT A TION:
Incl uded
Not Required_
DISPOSITION:
AGENDA ITEM #
Revised 11/06
MONROE COUNTY BOARD OF COUNTY COMMISSIONERS
CONTRACT SUMMARY
Contract with: Key West Players, Inc. Contract # 692
-
Effective Date: 6/16/10
Expiration Date: 12/31/10
Contract Purpose/Description:
Approval of an Amendment to Aqreement to revise Exhibit A with Key West
Players, Inc. coverinq the Staqe Repair and Riqqinq Renovation at the
Waterfront Plavhouse in an amount not to exceed $25,000. DAC I, FY 2010
Capital Resources.
Contract Manager: Maxine Pacini 3523 TDC # 3
(Name) (Ext. ) (Department/Stop #)
for BOCC meeting on 7/21/10 Agenda Deadline 7/6/10
CONTRACT COSTS
Total Dollar Value of Contract: $ 25,000
Budgeted? Yesrg] No 0 Account Codes:
Grant: $
County Match: $
Current Year Portion: $
117-77040-530340- TB07-688-X-530340
- -
-----
ADDITIONAL COSTS
Estimated Ongoing Costs: $ ~yr For:
(N ot included in dollar value above) (eg. maintenance, utilities, janitorial, salaries, etc.)
CONTRACT REVIEW
Division Director
Changes
Needed
YesDNo!2j
C. Hall
County Attorney
I
YesDNo0
NoQ]
YesDNo~
Risk Manag(;'(ment
~. c;" ~~
S'~.B./Pur'thasing
Comments:
OMB Form Revised 2/27/01 Mep #2
AMENDMENT (1st AMENDMENTI TO AGREEMENT
THIS AMENDMENT to agreement dated the_day of 2010, is entered into by and between
the Board of County Commissioners for Monroe County, on behalf of the Tourist Development Council, and
Key West Players, Inc. a not for profit entity organized and operating under the laws of the state of Florida.
WHEREAS, there was a contract entered into on June 16, 2010 between the parties, awarding
$25,000 for the Waterfront Playhouse Stage Repair and Rigging Renovation project; and
WHEREAS, it has become necessary to revise Exhibit A of the agreement to add installation of
lighting to the project;
NOW, THEREFORE, in consideration of the mutual covenants contained herein the parties agree to
the amended agreement as follows:
1. Exhibit A of the agreement shall be revised and attached hereto.
2. The remaining provisions of the contract dated June 16, 2010 remain in full force and effect.
,
IN WITNESS WHEREOF, the parties have set their hands and seal on the day and year first above
written.
(SEAL)
Attest: Danny L. Kolhage, Clerk
Board of County Commissioners
of Monroe County
Mayor/Chairman
Deputy Clerk
By.
Secretary
Ke~ W.t..........r..ay,..'P~....n. c.,
'I If I /"
. '~ /.
By '~J#-dd/
preslder
Kob~A-t f'fCC e/1G tf~
Print Name
(CORPORATE SEAL)
Attest:
Print Name
OR TWO WITNESSES
(1)~~. .:-'. . '.' /IV,-,-~
(1)( 0' . I .
v Print Name
(2) /l!A (2.'1 i-l. Sf!) I ~
(2) JAGk.. In, IJA f . .~
Print Name
Amendment #1
Waterfront Playhouse
Contract # 692
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Grant Award AQreement
THIS AGREEMENT (Agreement) is entered into this day of
, 2010 by and between MONROE COUNTY, a political subdivision of the State
of Florida (County or Grantor) and Key West Players, Inc. a not for profit business
organized and operating under the laws of the state of Florida (Grantee).
WHEREAS, the district pennies of Tourist Development Tax may be used
to acquire, construct, extend, enlarge, remodel, repair or improve, convention centers,
sports stadiums, sports arenas, coliseums, auditoriums, fishing piers, museums, zoological
parks, nature centers, beach improvements and beach park facilities which are publicly
owned and operated or owned and operated by not-for-profit corporations, and
WHEREAS, Grantee has applied for funding for the Waterfront Playhouse
Stage Repair and Rigging Renovation project; and
WHEREAS, the Grantor and Tourist Development Council (TDC) have
determined that it is in the best interest of the County, for purposes of promoting tourism
and preserving the heritage of the community, to attract tourists, and repair and improve
the property for use as an auditorium which is open to the public;
NOW, THEREFORE, in consideration of the mutual covenants and
payments contained herein, the Grantee and the Grantor have entered into this Agreement
on the terms and conditions as set forth below.
1. GRANT AGREEMENT PERIOD. This Agreement is for the period of June 16, 2010
through to December 31, 2010. This Agreement shall remain in effect for the stated
period unless one party gives to the other written notification of termination pursuant to and
in compliance with paragraphs 7,12 or 13 below.
2. SCOPE OF AGREEMENT. The Grantee shall provide the following scope of
services: Segment 1: Stage Repair and Rigging Renovation. Segment(s) of the work
is/are more particularly described in Exhibit(s) A, detailing the work and the cost allocable
to each segment, attached hereto and incorporated herein by reference. All work for which
grant funds are to be expended must be completed by the stated termination date of
December 31, 2010 and all invoices pertaining to this project shall be submitted to the
Finance Department of Monroe County no later than December 31, 2010 to be considered
for payment.
a) There shall be a project manager to acknowledge receipt of goods or work
performed. This Project Manager shall be Thomas Lavender, PO Box 724, Key West, FL
33040. Telephone: 305-304-7577. E-mail: kwtoml@vahoo.com. Should there be a
change in the project manager specified in the Grantee's application, a new project
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manager shall be designated and notice with new contact information shall be provided in
writing to the TDC administrative office.
b) If, and to the extent that, Grantee contracts for any of the work funded under this
Agreement to be performed or completed, Grantee shall give notice to County of the
contractual relationship, provide County with a copy of any and all contracts and shall
require the contractor(s) to comply with all the terms of this contract. Should Grantee
contract the work and then decrease the scope of work to be performed by a contractor,
Grantee shall provide County with an amended contract executed by Grantee and its
contractor.
(i) A Grantee which is a governmental entity shall comply with the procurement
regulations and policies to which it is subject, and shall provide Grantor documentation of
the procurement requirements applicable to the project and compliance therewith.
(ii) A Grantee which is a not-for-profit entity shall undergo procurement processes
for those parts of the project to be contracted (not performed by the entity's employees),
which shall, at a minimum, require the acquisition of two written quotes for work expected
to be under $25,000 or a notarized statement as to why such written quotes were not
feasible. For work expected to be $25,000 or more, a competitive bid process must be
performed. County procurement policies and procedures may be used by the Grantee as
a guideline.
c) Grantee shall exercise good internal controls to assure that the project as described in
the funding application shall be completed on a timely basis within the proposed budget
and shall provide to County any certifications, including those by the architect, engineer,
contractor or an independent consultant if necessary, required to establish that materials
which are purported to be applied to the project are in fact so applied. Further verification
shall be required to show that equipment and other fixtures and personal property covered
by this Agreement are delivered to and installed in the project site. When any permit is
required by any governmental agency, copies of plans and other documents which are
submitted to the applicable agency shall be submitted to the County Engineering Division
to enable verification that the scope of services under this Agreement has been provided.
3. AMOUNT OF AGREEMENT AND PAYMENT. The Grantor shall provide an
amount not to exceed $25,000 for materials and services used to repair and improve the
property. Reimbursement request must show that Grantee has paid in full for materials
and services relating to the segment prior to seeking the 50% (fifty percent) reimbursement
from Grantor. Payment shall be 50% (fifty percent) reimbursement of the total cost of the
segment, subject to the cap on expenditures for that segment as set forth in Exhibit A.
Reimbursement can be sought after each segment of the Agreement is completed and
signed by the Monroe County Engineering Department as outlined in 3.a. The Board of
County Commissioners and the Tourist Development Council assume no liability to fund
this Agreement for an amount in excess of this award. Monroe County's performance and
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obligation to pay under this Agreement is contingent upon an annual appropriation by the
BOCC.
a) Payment shall be made upon the completion of a specific segment as outlined in
the Scope of Services and Exhibit A. Payment for expenditures permissible by law and
County policies shall be made through reimbursement to Grantee upon presentation of
Application for Payment Summary- AlA Document G702 or similar certification as required
below for governmental entities and not-for-profit entities, invoices, canceled checks and
other documentation necessary to support a claim for reimbursement. Included in said
documentation shall be proof that the Grantee has received the property, realty or
personalty, for each segment of Agreement as outlined in Exhibit A and paid an amount
equal to or greater than the amount invoiced to the Grantor. It shall be necessary for the
Grantee to contact the County Engineering Division and to arrange for inspections upon
the completion of each segment. The documentation needed to support the payment
request shall be in the form necessary for submission and available to the County
Engineer at the time of inspection. All submissions for payment shall have a proposed
schedule of values for segment(s) and indicate the percentage of completion of the overall
project as of the submission. This document should be signed by the project architect,
engineer, general contractor or project manager. Photos of the progress of the work shall
also be submitted with the payment application. It shall be the responsibility of the project
architect, engineer, general contractor or project manager to initiate the communication
with the Monroe County Engineering Division to facilitate the inspection(s) of the segment
of the project. All submissions requesting payment shall be approved in writing, and
signed, by the Monroe County Engineering Division as to the completion of the segment of
the project for which payment is requested. The application for payment document must
be certified through a statement signed by an officer of the organization and notarized,
declaring that representations in the invoice are true and factual. Grantee shall also
provide partial releases of liens or certifications of non-lien if applicable. Grantor shall
retain 10% of any payment on work in progress until the Grantee has provided a Final
Release of Lien for each vendor/Contractor for whom payment is requested. For projects
exceeding $25,000 in TDC funding under this Agreement, final payment will not be made
until the following documents are complete and submitted to the Grantor:
AlA Document G-702 Application for Payment Summary
AlA Document G-704 Certificate of Substantial Completion
AlA Document G-706 Contractor's Affidavit of Debts & Claims
AlA Document G-706A Contractor's Affidavit of Release of Liens
AlA Document G-707 Consent of Surety to Final Payment (when applicable)
Final Release of Lien or Affidavit and Partial Release of Lien
For projects for which TDC funding under this Agreement is $25,000 or less, the AlA
documentation is not required, but sufficient documentation must be submitted to County
to provide similar assurances that the work has been completed and contractors/suppliers
paid.
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All payment requests must be submitted no later than the completion of project of
December 31, 2010. Invoices received after December 31, 2010 will not be considered
for payment.
b) Documentation shall be submitted to the TDC Administrative Office to show the
receipt and application of in-kind donations of goods, professional services, and materials.
Said documentation should include invoices, bills of lading, etc., and be verified as
received and applied to the project through a notarized statement of the project architect,
engineer, general contractor or project manager. The receipt and application to the project
of volunteer labor are to be documented and verified by notarized signature of the project
architect, engineer, general contractor or project manager, and said documentation
submitted to the TDC Administrative Office. All submissions shall identify the items
included in Exhibit A and grantee shall complete the Application for Payment form which is
provided within the payment/reimbursement kit provided to the grantee, listing the
schedule of values which are sought to be reimbursed and shall indicate the percentage of
completion of the overall project as of the submission. This document should be signed by
the project architect, engineer, general contractor or project manager.
Photographs showing progress on project shall be included in any payment request. The
Project Manager shall certify delivery to the project site and installation therein of any
goods or services provided other than through an architect, engineer or contractor. All
work performed and goods received on site and incorporated into the project shall be
verified by one of the foregoing. Submission of any documentation which is untrue,
falsified, or otherwise misrepresents the work which has been completed, paid, or donated
shall constitute a breach of agreement, for which breach the contract may be immediately
terminated at the discretion of the County, whose decision shall be final.
c) Grantee must submit all documentation for final payment on or before the termination
date of this grant of December 31, 2010. Invoices received after December 31, 2010 will
not be considered for payment.
d) At any time that the documentation requirement policies of Monroe County are
revised, such as to require annual inventory reports for equipment purchased under a TDC
capital project grant, Grantee shall comply thereafter with such increased requirements, or
further funding under the Agreement may be terminated by County.
e) Upon successful completion of this Grant Agreement, the Grantee may retain
ownership of the real and personal property acquired and/or improved with funding under
this Grant Agreement. However, the Grantee shall maintain, preserve and operate the
property which was acquired or improved under this Agreement for the uses and purposes
which qualified the Grantee for tourist development tax funding. Grantee shall complete
and sign a Property Reporting Form (provided within payment/reimbursement package) for
personal property and forward said completed form with the appropriate invoice to the TDC
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Administrative Office. Real property acquired or improved through funding under this
Agreement shall remain dedicated for the purposes set forth herein or for other purposes
which promote tourism and ownership of said property shall be retained by the Grantee.
The following terms shall apply:
(i) The Grantee shall have the use of the property, including both realty and personalty
acquired with funding under this agreement, at the project site for so long as the facility is
operated by Grantee, open to the public, and has a primary purpose of promoting tourism.
At such time as any of the conditions in the preceding sentence shall cease to exist, the
Grantee shall transfer ownership and possession of equipment and personal property to a
local government or another not-for-profit organization which is a facility for which tourist
development taxes may be used pursuant to Florida Statute with prior approval from TDC
and BOCC.
(ii) At any time that the Grantee: (a) elects to stop the project or otherwise decide not to
place into service for tourist-related purposes the facility acquired, constructed, or
renovated with tourist development tax funding, (b) demolishes the project facility or
divests itself of ownership or possession of the real property, or (c) ceases the use of the
property with a primary purpose of promoting tourism, Grantee shall, pursuant to the
formula set forth hereafter, refund to the County the Tourist Development funding. This
provision shall survive the termination date of all other provisions of this contract for a
period of ten years. Should the demolition, transfer of ownership, or change to a non-
tourist related purpose occur after the facility has been used for tourist-related purposes for
at least three (3) years, the amount of refund shall be pro-rated based on a useful life of
ten (10) years.
(iii) The Grantee is responsible for the implementation of adequate maintenance
procedures to keep the real and personal property in good operating condition.
(iv) The Grantee is responsible for any loss, damage, or theft of, and any loss, damage
or injury caused by the use of, real or personal property or equipment purchased through
funding under this Agreement.
4. RECORDS AND REPORTS. The Grantee shall keep such records as are necessary to
document the performance of the Agreement and expenses as incurred, and give access
to these records at the request of the TDC, the County, the State of Florida or authorized
agents and representatives of said government bodies. The Grantee shall also provide
such access to the personal property and equipment purchased under this Agreement. It is
the responsibility of the Grantee to maintain appropriate records in accordance with
generally accepted accounting principles consistently applied to insure a proper
accounting of all funds and expenditures. The Grantee understands that it shall be
responsible for repayment of any and all audit exceptions which are identified by the
Auditor General for the State of Florida, the Clerk of Court for Monroe County, the Board of
County Commissioners for Monroe County, or their agents and representatives. In the
event of an audit exception, the current fiscal year grant award or subsequent grant
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awards will be offset by the amount of the audit exception. In the event the grant is not
renewed or supplemented in future years, the Grantee will be billed by the Grantor for the
amount of the audit exception and shall promptly repay any audit exception.
(a) Public Access. The County and Grantee shall allow and permit reasonable access to,
and inspection of, all documents, papers, letters or other materials in its possession or
under its control subject to the provisions of Chapter 119, Florida Statutes, and made or
received by the County and Grantee in conjunction with this Agreement; and the County
shall have the right to unilaterally cancel this Agreement upon violation of this provision by
Grantee.
5. MODIFICATIONS AND AMENDMENTS. Any and all modifications of the terms of this
Agreement shall be only amended in writing and approved by the Board of County
Commissioners for Monroe County. The terms, covenants, conditions, and provisions of
this Agreement shall bind and inure to the benefit of the County and Grantee and their
respective legal representatives, successors, and assigns.
6. INDEPENDENT CONTRACTOR. At all times and for all purposes hereunder, the
Grantee is an independent contractor and not an employee of the Board of County
Commissioners of Monroe County. No statement contained in this Agreement shall be
construed as to find the Grantee or any of its employees, contractors, servants or agents
to the employees of the Board of County Commissioners of Monroe County, and they shall
be entitled to none of the rights, privileges or benefits of employees of Monroe County.
(a) No Personal Liability. No covenant or Agreement contained herein shall be deemed to
be a covenant or Agreement of any member, officer, agent or employee of Monroe County
in his or her individual capacity, and no member, officer, agent or employee of Monroe
County shall be liable personally on this Agreement or be subject to any personal liability
or accountability by reason of the execution of this Agreement.
7. COMPLIANCE WITH LAW. In carrying out its obligations under this Agreement, the
Grantee shall abide by all statutes, ordinances, rules and regulations pertaining to or
regulating the provisions of this Agreement, including those now in effect and hereafter
adopted. Any violation of said statutes, ordinances, rules or regulations shall constitute a
material breach of this Agreement and shall entitle the Grantor to terminate this Agreement
immediately upon delivery of written notice of termination to the Grantee.
8. RESTRICTIONS ON AGREEMENTS ENTERED PURSUANT TO THIS AGREEMENT.
The Grantee shall include in all Agreements funded under this Agreement the following
terms:
a) Anti-discrimination. Contractor agrees that it will not discriminate against any
employees or applicants for employment or against persons for any other benefit or
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service under this Agreement because of their race, color, religion, sex, national origin, or
physical or mental handicap where the handicap does not affect the ability of an individual
to perform in a position of employment, and to abide by all federal and state laws regarding
non-discrimination.
b) Anti-kickback. Contractor warrants that no person has been employed or retained to
solicit or secure this Agreement upon an Agreement or understanding for a commission,
percentage, brokerage or contingent fee, and that no employee or officer of the Contractor
has any interest, financially or otherwise, in contractor. For breach or violation of this
warranty, the Contractor shall have the right to annul this Agreement without liability or, in
its discretion, to deduct from the Agreement price or consideration, the full amount of such
commission, percentage, brokerage or contingent fee. Contractor acknowledges that it is
aware that funding for this Agreement is available at least in part through the County and
that violation of this paragraph may result in the County withdrawing funding for the
Project.
c) Hold harmless/indemnification. Contractor acknowledges that this Agreement is funded
at least in part by the County and agrees to indemnify and hold harmless the County and
any of its officers and employees from and against any and all claims, liabilities, litigation,
causes of action, damages, costs, expenses (including but not limited to fees and
expenses arising from any factual investigation, discovery or preparation for litigation), and
the payment of any and all of the foregoing or any demands, settlements or judgments
(collectively claims) arising directly or indirectly from any negligence or criminal conduct on
the part of Contractor in the performance of the terms of this Agreement. The Contractor
shall immediately give notice to the County of any suit, claim or action made against the
Contractor that is related to the activity under this Agreement, and will cooperate with the
County in the investigation arising as a result of any suit, action or claim related this
Agreement.
d) Insurance. Contractor agrees that it maintains in force at its own expense a liability
insurance policy which will insure and indemnify the Contractor and the County from any
suits, claims or actions brought by any person or persons and from all costs and expenses
of litigation brought against the Contractor for such injuries to persons or damage to
property occurring during the Agreement or thereafter that results from performance by
Contractor of the obligations set forth in this Agreement. At all times during the term of this
Agreement and for one year after acceptance of the project, Contractor shall maintain on
file with the County a certificate of the insurance of the carriers showing that the aforesaid
insurance policy is in effect. The following coverage's shall be provided:
1. Workers Compensation insurance as required by Florida Statutes.
2. Commercial General Liability Insurance with minimum limits of $500,000 per
occurrence for bodily injury, personal injury and property damage.
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3. Comprehensive Auto Liability Insurance with minimum limits of $300,000
combined single limit per occurrence.
The Contractor, the County and the TDC shall be named as additional insured, exempt
workers compensation. The policies shall provide no less than 30 days notice of
cancellation, non-renewal or reduction of coverage.
At all times during the term of this Agreement and for one year after acceptance of the
project, Contractor shall maintain on file with the County a certificate of insurance showing
that the aforesaid insurance coverage's are in effect.
e) Licensing and Permits. Contractor warrants that it shall have, prior to commencement
of work under this Agreement and at all times during said work, all required licenses and
permits whether federal, state, County or City.
f) Right to Audit. The Contractor shall keep such records as are necessary to
document the performance of the Agreement and expenses as incurred, and give access
to these records at the request of the TDC, the County, the State of Florida or authorized
agents and representatives of said government bodies.
9. HOLD HARMLESS/INDEMNIFICATION. The Grantee hereby agrees to indemnify and
hold harmless the BOCC/TDC and the 3406 North Roosevelt Blvd. Corporation or any of
its officers and employees from and against any and all claims, liabilities, litigation, causes
of action, damages, costs, expenses (including but not limited to fees and expenses
arising from any factual investigation, discovery or preparation for litigation), and the
payment of any and all of the foregoing or any demands, settlements or judgments arising
directly or indirectly under this Agreement. The Grantee shall immediately give notice to
the Grantor of any suit, claim or action made against the Grantor that is related to the
activity under this Agreement, and will cooperate with the Grantor in the investigation
arising as a result of any suit, action or claim related to this Agreement.
(a) Non-Waiver of Immunity. Notwithstanding he provisions of Sec. 768.28, Florida
Statutes, the participation of the County and the Grantee in this Agreement and the
acquisition of any commercial liability insurance coverage, self-insurance coverage, or
local government liability insurance pool coverage shall not be deemed a waiver of
immunity to the extent of liability coverage, nor shall any contract entered into by the
County be required to contain any provision for waiver.
(b) Privileges and Immunities. All of the privileges and immunities from liability,
exemptions from laws, ordinances, and rules and pensions and relief, disability, workers'
compensation, and other benefits which apply to the activity of officers, agents, or
employees of any public agents or employees of the County, when performing their
respective functions under this Agreement within the territorial limits of the County shall
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apply to the same degree and extent to the performance of such functions and duties of
such officers, agents, volunteers, or employees outside the territorial limits of the County.
10. NONDISCRIMINATION. County and Grantee agree that there will be no
discrimination against any person, and it is expressly understood that upon a
determination by a court of competent jurisdiction that discrimination has occurred, this
Agreement automatically terminates without any further action on the part of any party,
effective the date of the court order. County or Grantee agree to comply with all Federal
and Florida statutes, and all local ordinances, as applicable, relating to nondiscrimination.
These include but are not limited to: 1) Title VI of the Civil Rights Act of 1964 (PL 88-352)
which prohibits discrimination on the basis of race, color or national origin; 2) Title IX of the
Education Amendment of 1972, as amended (20 USC ss. 1681-1683, and 1685-1686),
which prohibits discrimination on the basis of sex; 3) Section 504 of the Rehabilitation Act
of 1973, as amended (20 USC s. 794), which prohibits discrimination on the basis of
handicaps; 4) The Age Discrimination Act of 1975, as amended (42 USC ss. 6101-6107)
which prohibits discrimination on the basis of age; 5) The Drug Abuse Office and
Treatment Act of 1972 (PL 92-255), as amended, relating to nondiscrimination on the basis
of drug abuse; 6) The Comprehensive Alcohol Abuse and Alcoholism Prevention,
Treatment and Rehabilitation Act of 1970 (PL 91-616), as amended, relating to
nondiscrimination on the basis of alcohol abuse or alcoholism; 7) The Public Health
Service Act of 1912, ss. 523 and 527 (42 USC ss. 690dd-3 and 290ee-3), as amended,
relating to confidentiality of alcohol and drug abuse patent records; 8) Title VIII of the Civil
Rights Act of 1968 (42 USC s. et seq.), as amended, relating to nondiscrimination in the
sale, rental or financing of housing; 9) The Americans with Disabilities Act of 1990 (42
USC s. 1201 Note), as maybe amended from time to time, relating to nondiscrimination on
the basis of disability; 10) Any other nondiscrimination provisions in any Federal or state
statutes which may apply to the parties to, or the subject matter of, this Agreement.
11. ANTI-KICKBACK. The Grantee warrants that no person has been employed or
retained to solicit or secure this Agreement upon an agreement or understanding for a
commission, percentage, brokerage or contingent fee, and that no employee or officer of
the County or TDC has any interest, financially or otherwise, in the said funded project,
except for general membership. For breach or violation of this warranty, the Grantor shall
have the right to annul this Agreement without liability or, in its discretion, to deduct from
the Agreement price or consideration, the full amount of such commission, percentage,
brokerage or contingent fee.
12. TERMINATION. This Agreement shall terminate on December 31, 2010.
Termination prior thereto shall occur whenever funds cannot be obtained or cannot be
continued at a level sufficient to allow for the continuation of this Agreement pursuant to
the terms herein. In the event that funds cannot be continued at a level sufficient to allow
the continuation of this Agreement pursuant to the terms specified herein, this Agreement
may then be terminated immediately by written notice of termination delivered in person or
by mail to Grantee. The Grantor may terminate this Agreement without cause upon giving
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written notice of termination to Applicant. The Grantor shall not be obligated to pay for any
services or goods provided by Grantee after Grantee has received written notice of
termination.
13. TERMINATION FOR BREACH. The Grantor may immediately terminate this
Agreement for any breach of the terms contained herein. Such termination shall take
place immediately upon receipt of written notice of said termination. Any waiver of any
breach of covenants herein contained to be kept and performed by Grantee shall not be
deemed or considered as a continuing waiver and shall not operate to bar or prevent the
Grantor from declaring a forfeiture for any succeeding breach either of the same conditions
or of any other conditions. Failure to provide Grantor with certification of use of matching
funds or matching in-kind services at or above the rate of request for reimbursement or
payment is a breach of Agreement, for which the Grantor may terminate this Agreement
upon giving written notification of termination.
14. ENTIRE AGREEMENT. This Agreement constitutes the entire Agreement of the
parties hereto with respect to the subject matter hereof and supersedes any and all prior
Agreements with respect to such subject matter between the Grantee and the Grantor.
15. GOVERNING LAW, VENUE, INTERPRETATION, COSTS, AND FEES.
This Agreement shall be governed by and construed in accordance with the laws of the
State of Florida applicable to contracts made and to be performed entirely in the State.
This Agreement is not subject to arbitration. Mediation proceedings initiated and
conducted pursuant to this Agreement shall be in accordance with the Florida Rules of
Civil Procedure and usual and customary procedures required by the circuit court of
Monroe County.
(a) Venue. In the event that any cause of action or administrative proceeding is
instituted for the enforcement or interpretation of this Agreement, the County and Grantee
agree that venue shall lie in the appropriate court or before the appropriate administrative
body in Monroe County, Florida.
(b) Severability. If any term, covenant, condition or provision of this Agreement (or the
application thereof to any circumstance or person) shall be declared invalid or
unenforceable to any extent by a court of competent jurisdiction, the remaining terms,
covenants, conditions and provisions of this Agreement, shall not be affected thereby; and
each remaining term, covenant, condition and provision of this Agreement shall be valid
and shall be enforceable to the fullest extent permitted by law unless the enforcement of
the remaining terms, covenants, conditions and provisions of this Agreement would
prevent the accomplishment of the original intent of this Agreement. The County and
Grantee agree to reform the Agreement to replace any stricken provision with a valid
provision that comes as close as possible to the intent of the stricken provision.
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(c) Attorney's Fees and Costs. The County and Grantee agree that in the event any
cause of action or administrative proceeding is initiated or defended by any party relative
to the enforcement or interpretation of this Agreement, the prevailing party shall be entitled
to reasonable attorney's fees, court costs, investigative, and out-of-pocket expenses, as an
award against the non-prevailing party, and shall include attorney's fees, courts costs,
investigative, and out-of-pocket expenses in appellate proceedings.
(d) Adjudication of Disputes or Disagreements. County and Grantee agree that all
disputes and disagreements shall be attempted to be resolved by meet and confer
sessions between representatives of each of the parties. If the issue or issues are still not
resolved to the satisfaction of the parties, then any party shall have the right to seek such
relief or remedy as may be provided by this Agreement or by Florida law. This agreement
shall not be subject to arbitration.
(e) Cooperation. In the event any administrative or legal proceeding is instituted
against either party relating to the formation, execution, performance, or breach of this
Agreement, County and Grantee agree to participate, to the extent required by the other
party, in all proceedings, hearings, processes, meetings, and other activities related to the
substance of this Agreement or provision of the services under this Agreement. County
and Grantee specifically agree that no party to this Agreement shall be required to enter
into any arbitration proceedings related to this Agreement.
16. ETHICS CLAUSE: Grantee warrants that he has not employed, retained or
otherwise had act on his behalf any former County officer or employee in violation of
Section 2 or Ordinance No. 10-1990 or any County officer or employee in violation of
Section 3 of Ordinance NO.1 0-1990. For breach or violation of the provision the Grantor
may, at its discretion terminate this Agreement without liability and may also, at its
discretion, deduct from the Agreement or purchase price, or otherwise recover, the full
amount of any fee, commission, percentage, gift, or consideration paid to the former or
present County officer or employee. The County and Grantee warrant that, in respect to
itself, it has neither employed nor retained any company or person, other than a bona fide
employee working solely for it, to solicit or secure this Agreement and that it has not paid
or agreed to pay any person, company, corporation, individual, or firm, other than a bona
fide employee working solely for it, any fee, commission, percentage, gift, or other
consideration contingent upon or resulting from the award or making of this Agreement.
For the breach or violation of the provision, the Grantee agrees that the County shall have
the right to terminate this Agreement without liability and, at its discretion, to offset from
monies owed, or otherwise recover, the full amount of such fee, commission, percentage,
gift, or consideration.
(a) Covenant of No Interest. County and Grantee covenant that neither presently has
any interest, and shall not acquire any interest, which would conflict in any manner or
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degree with its performance under this Agreement, and that only interest of each is to
perform and receive benefits as recited in this Agreement.
(b) Code of Ethics. County agrees that officers and employees of the County recognize
and will be required to comply with the standards of conduct for public officers and
employees as delineated in Section 112.313, Florida Statutes, regarding, but not limited to,
solicitation or acceptance of gifts; doing business with one's agency; unauthorized
compensation; misuse of public position, conflicting employment or contractual
relationship; and disclosure or use of certain information.
17. PUBLIC ENTITY CRIME STATEMENT: A person or affiliate who has been placed
on the convicted vendor list following a conviction for public entity crime may not submit a
bid on an Agreement to provide any goods or services to a public entity, may not submit a
bid on a Agreement with a public entity for the construction or repair of a public building or
public work, may not submit bids on leases of real property to public entity, may not be
awarded or perform work as a contractor, supplier, sub-contractor, or consultant under a
Agreement with any public entity, and may not transact business with any public entity in
excess of the threshold amount provided in Section 287.017, Florida Statutes, for
CATEGORY TWO for a period of 36 months from the date of being placed on the
convicted vendor list. By executing this document grantee warrants that it is in compliance
with this paragraph.
18. AUTHORITY: Grantee warrants that it is authorized by law to engage in the
performance of the activities encompassed by the project herein described. Each of the
signatories for the Grantee below certifies and warrants that the Grantee's name in this
Agreement is the full name as designated in its corporate charter (if a corporation); they
are empowered to act and contract for the Grantee, and this Agreement has been
approved by the Board of Directors of Grantee or other appropriate authority.
19. LICENSING AND PERMITS: Grantee warrants that it shall have, prior to
commencement of work under this Agreement and at all times during said work, all
required licenses and permits whether federal, state, County or City.
20. INSURANCE: Grantee agrees that it maintains in force at its own expense a liability
insurance policy which will insure and indemnify the Grantee and the Grantor from any
suits, claims or actions brought by any person or persons and from all costs and expenses
of litigation brought against the Grantee for such injuries to persons or damage to property
occurring during the Agreement or thereafter that results from performance by Grantee of
the obligations set forth in this Agreement. At all times during the term of this Agreement
and for one year after acceptance of the project, Grantee shall maintain on file with the
Grantor a certificate of the insurance of the carriers showing that the aforesaid insurance
policy is in effect. The following coverage's shall be provided:
1. Workers Compensation insurance as required by Florida Statutes.
Waterfront Playhouse Stage Repair
FY 2010 Funding
Contract 10#: 692
12
2. Commercial General Liability Insurance with minimum limits of $500,000
Combined Single Limit (CSL) If split limits are provided, the minimum limits acceptable
shall be $250,000 per Person $500,000 per occurrence $50,000 property damage.
3. Comprehensive Auto Liability Insurance with minimum limits of $300,000
combined single limit per occurrence.
The Grantee, the Grantor and the TDC shall be named as additional insured, except
workers compensation. The policies shall provide no less than 30 days notice of
cancellation, non-renewal or reduction of coverage.
Grantee shall provide, to the County, as satisfactory evidence of the required insurance,
including the insurance policy application and either:
. Original Certificate of Insurance
or
. Certified copy of the actual insurance policy
Or
. Certificate of Insurance e-mailed from Insurance Agent/Company to County
Risk Management - Telephone Maria Slavik at (305) 295-3178 for details
(Certificates can be e-mailed directly from the insurance agency to:
Slavik-Maria@MonroeCounty-FL.Gov - The e-mail must state that this is a
certificate for a TDC project and should be forwarded to Maxine Pacini
at the TDC administrative office)
An original certificate or a certified copy of any or all insurance policies required by
this contract shall be filed with the Clerk of the BOCC prior to the contract being
executed by the Clerks office. The Insurance policy must state that the Monroe
County BOCC and Monroe County TDC is the Certificate Holder and additional
Insured for this contract (certificate only for worker's compensation coverage).
Insurance information should be mailed to:
Monroe County Board of County Commissioners
c/o Risk Management
P.O. Box 1026
Key West, FL 33041
21. NOTICE. Any notice required or permitted under this agreement shall be in writing
and had delivered or mailed, postage prepaid, to the other party by certified mail, returned
receipt requested to the following:
Waterfront Playhouse Stage Repair
FY 2010 Funding
Contract 10#: 692
13
For Grantee: Thomas Lavender
Waterfront Playhouse
PO Box 724
Key West, FL 33040
For Grantor: Lynda Stuart
Monroe County Tourist Development Council
1201 White Street, Suite 102
Key West, FL 33040
and
Cynthia Hall, Asst. County Attorney
P.O. Box 1026
Key West, FL 33041-1026
22. CLAIMS FOR FEDERAL OR STATE AID. Contractor and County agree
that each shall be, and is, empowered to apply for, seek, and obtain federal and state
funds to further the purpose of this Agreement; provided that all applications, requests,
grant proposals, and funding solicitations shall be approved by each party prior to
submission.
23. NON-DELEGATION OF CONSTITUTIONAL OR STATUTORY DUTIES. This
Agreement is not intended to, nor shall it be construed as, relieving any participating entity
from any obligation or responsibility imposed upon the entity by law except to the extent of
actual and timely performance thereof by any participating entity, in which case the
performance may be offered in satisfaction of the obligation or responsibility. Further, this
Agreement is not intended to, nor shall it be construed as, authorizing the delegation of the
constitutional or statutory duties of the County, except to the extent permitted by the
Florida constitution, state statute, and case law.
24. NON-RELIANCE BY NON-PARTIES. No person or entity shall be entitled to rely
upon the terms, or any of them, of this Agreement to enforce or attempt to enforce any
third-party claim or entitlement to or benefit of any service or program contemplated
hereunder, and the County and the Grantee agree that neither the County nor the Grantee
or any agent, officer, or employee of either shall have the authority to inform, counsel, or
otherwise indicate that any particular individual or group of individuals, entity or entities,
have entitlements or benefits under this Agreement separate and apart, inferior to, or
superior to the community in general or for the purposes contemplated in this Agreement.
25. ATTESTATIONS. Grantee agrees to execute such documents as the County may
reasonably require, to include a Public Entity Crime Statement, an Ethics Statement, and a
Drug-Free Workplace Statement.
Waterfront Playhouse Stage Repair
FY 2010 Funding
Contract 10#: 692
14
26. NO PERSONAL LIABILITY. No covenant or Agreement contained herein shall be
deemed to be a covenant or Agreement of any member, officer, agent or employee of
Monroe County in his or her individual capacity, and no member, officer, agent or
employee of Monroe County shall be liable personally on this Agreement or be subject to
any personal liability or accountability by reason of the execution of this Agreement.
27. FORCE MAJEURE. The Grantee shall not be liable for delay in performance or
failure to complete the project, in whole or in part, due to the occurrence of any
contingency beyond its control or the control of its contractors and subcontractors,
including war or act of war whether an actual declaration thereof is made or not, act of
terrorism impacting travel in the United States, insurrection, riot or civil commotion, act of
public enemy, epidemic, quarantine restriction, storm, flood, drought or other act of God, or
act of nature (including presence of endangered animal species which cannot be timely
removed in a safe manner or any act of any governmental authority which prohibits the
project from proceeding as described in the scope of services and incorporated references
and which the Grantee has exercised reasonable care in the prevention thereof.
However, lack of planning for normal and expected weather conditions for the time of year
the project is to be executed shall not constitute an act of God excusing a delay. Any
delay or failure due to the causes stated shall not constitute a breach of the Agreement;
however, the BOCC shall have the right to determine if there will be any reduction to the
amount of funds due to the Grantee after consideration of all relevant facts and
circumstances surrounding the delay in performance or failure to complete the project
within the contract period. Upon demand of TDC or BOCC, the Grantee must furnish
evidence of the causes of such delay or failure. BOCC shall not pay for any goods
received or services provided after the date(s) described in paragraph 1 and Scope of
Services.
28. EXECUTION IN COUNTERPARTS. This Agreement may be executed in any
number of counterparts, each of which shall be regarded as an original, all of which taken
together shall constitute one and the same instrument and any of the parties hereto may
execute this Agreement by singing any such counterpart.
29. SECTION HEADINGS. Section headings have been inserted in this Agreement as
a matter of convenience of reference only, and it is agreed that such section headings are
not a part of this Agreement and will not be used in the interpretation of any provision of
this Agreement.
REMAINDER OF PAGE INTENTIONALLY LEFT BLANK
Waterfront Playhouse Stage Repair
FY 2010 Funding
Contract 10#: 692
15
IN WITNESS WHEREOF, the parties hereto have caused this Agreement to be
executed the day and year first above written.
(SEAL)
Attest: Danny L. Kolhage, Clerk
Board of County Commissioners
of Monroe County
Deputy Clerk
Mayor/Chairman
(CORPORATE SEAL)
Attest:
Key West Players, Inc.
By.
By
President
Secretary
Print Name Print Name
Date: Date:
, .
OR TWO WITNESSES
(1 ) (2)
(1 ) (2)
Print Name Print Name
Date: Date:
Waterfront Playhouse Stage Repair
FY 2010 Funding
Contract 10#: 692
COUNTY ATTORNEY
MONA."..OE ~D. A.s~.Qf.'O~J
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BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: JULY 21, 2010
Division:
TDC
Bulk Item: Yes ~ No
Staff Contact Person/Phone #: Maxine Pacini
296-1552
AGENDA ITEM WORDING:
Approval of an amendment to Agreement with Upper Keys Business Group, Inc. to revise date of event
to April 23 June 12,
ITEM BACKGROUND:
District V Advisory Committee approved same at their meeting of July 13,2010
PREVIOUS RELEVANT BOCC ACTION:
BOCC approved original agreement at their meeting of October 21, 2009
BOCC approved amendment to agreement at their meeting of April 21, 2010
CONTRACT/AGREEMENT CHANGES:
Amendment
STAFF RECOMMENDATIONS:
Approval
TOTAL COST: $34.000
BUDGETED: Yes
No
COST TO COUNTY: $34.000
SOURCE OF FUNDS:
TDC
REVENUE PRODUCING: Yes X ~~ ) ~MOUNTPERMONTH_ Year
/ I / 1J.L,
APPROVED BY: County Atty ~ ,j~~cha;illg ~ Risk Management X
#
?
DOCUMENTATION:
Included X
Not Required_
DISPOSITION:
AGENDA ITEM
Revised 11/06
MONROE COUNTY BOARD OF COUNTY COMMISSIONERS
CONTRACT SUMMARY
Contract with: Upper Keys business Group Contract # 666
-
Inc. Effective Date: 10/21/09
Expiration Date: 9/30110
Contract Purpose/Description:
Approval of an amendment to Agreement with Upper Keys Business Group, Inc. to
revise date of event to April 23 - June 12.2010.
Contract Manager: Maxine Pacini 3523 TDC # 3
(Name) (Ext.) (Department/Stop #)
for BOCC meeting on 7/21/10 Agenda Deadline 7/6/10
CONTRACT COSTS
Total Dollar Value of Contract: $ 34,000
Budgeted? Y es~ No D Account Codes:
Grant: $
County Match: $
Current Year Portion: $
121-71030-530340- T -S-O 1-648-X-530340
ADDITIONAL COSTS
Estimated Ongoing Costs: $~yr For:
(Not included in dollar value above) (eg. maintenance, utilities, janitorial, salaries, etc,)
CONTRACT REVIEW
Division Director
Changes
Needed
YesD No~
Date Out
Risk Manag~ent
vr ~ /\'\'~
OYB.lPurchaMng
County Attorney
C. Hall
Comments:
OMB Form Revised 2/27/01 Mep #2
,
AMENDMENT (2nd AMENDMENT) TO AGREEMENT
THIS AMENDMENT to agreement dated the day of 2010, is entered into by and between
the Board of County Commissioners for Monroe County, Florida, a political subdivision of the state of
Florida ("County"), and Upper Keys Business Group, Inc. ("Event Sponsor").
WHEREAS, there was an agreement entered into on October 21, 2009, between the parties,
awarding $34,000 for the production of Key Largo Independence Celebration; and
WHEREAS, there was an amendment to agreement April 21, 2010 to revise the name of the event
within the agreement to Key Largo Conch Republic Days; .and
WHEREAS, it has become necessary to revise the date of the event within the agreement; and
NOW, THEREFORE, in consideration of the mutual covenants contained herein the parties agree to
the amended agreement as follows:
1. Paragraph 1 of the Agreement shall read as follows: The County agrees to pay up to $34,000 (Thirty Four
Thousand Dollars) for the Key Largo Conch RepubHc Days on April 23 - June 12,2010 from tourist developmentt~ fljnds (see
Exhibit "Ctl). No more tnan lOo/OOfthe total advertising and promotional costs paid uncfer-ffiis agreement shall beattributable to
in-county advertising and promotion. The general non-allocated section of an event budget shall not exceed 15% of the
total budget and may be utilized for unforeseen pennlsslble expenditures and for those budget lines that may require
additional funds. No amendments shall be made to Exhibit "e" after approval of contract. A list of Acceptable Event
Marketing Expenses is attached to the contract as Exhibit "An,
2. The remaining provisions of the contract dated October 21,2009, and amended April 21 J 2010
remain in full force and effect.
IN WITNESS WHEREOF, the parties have set their hands and seal on the day and year first above
written.
(SEAL)
Attest: Danny L. Kolhage, Clerk
Board of County Commissioners
of Monroe County
Deputy Clerk
(CORPORATE SEAL)
Attest:
Mayor/Chairman
Secretary
By.
B
Print Name
PresidentlEvent Sponsor
JdVGJ~( j ku)bhh~'ju
Print Name
"
o
...../ t:
(1) j/}J1f'2h ~ IlL {)!, ()
. Print Name
Amendment #2
Key Largo Conch Republic Days - FY 2010
Contract #: 666
AME ENT 1st AMENDMENT TO AGRE NT
THIS AMENDMENT to agreement dated the d/"';lay of ~ 2010, is entered into by and between the
30ard of County Commissioners for Monroe County, FIori a, a political subdivIsion of the state of Flonda
:"County"), and Upper Keys Business Group, Inc. ("Event Sponsor").
WHEREAS, there was an agreement entered into on October 21. 2009, between the parties, awarding
S34,OOO for the production of the Key Largo Independence Celebration; and
WHEREAS, it has become necessary to revise the name of the event within the agreement; and
NOW, THEREFORE. in consideration of the mutual covenants contained herein the parties agree to the
:imended agreement as follows:
1. Paragraph 1 of the Agreement shall read as follows: The County agrees to pay up to $34,000 (Thirty
=our Thousand Dollars) for the Key Largo Conch Republic Days on April 23 - May 2, 2010 from tourist
jevelopment tax funds (see Exhibit "C"). No more than 1 0% of the total advertising and promotional costs paid
mder this agreement shall be attributable to in-county advertising and promotion. The general non-allocated
iection of an event budget shall not exceed 15% of the total budget and may be utilized for unforeseen
)ermissible expenditures jmq for tho$e budget lines that may require additional funds. No amendD1~QPt
)hall be made to Exhibit "C" after approval of contract. A list of Acceptable Event Marketing Expenses
s attached to the contract as Exhibit uA".
2. /,?,;:~~!~aining provisions of the contract dated October 21. 2009, remain in full force and effect.
/:,'~~~~;;:'-_..~~- \';'- ~:.'~'->)
/,~~'~..~JN\ W1TNESS WHEREOF, the parties have set their hands and seal on the day and year first above
~tt~ \"
i{
(SEAl)
~ttest: Danny L.
(~
De ty Clerk
CORPORATE SEAL)
~ttest
Board of County Commissioners
~Mon~
~hairmal1
Upper Keys Business Group, Inc.
,
3y.
Secretary
:>rint Name
)R 1'1(0 WITNESSES
(1) \{,:,\'t')-l, 0\ )\;/
1 )--'-:'~\l~(\ /u:J')eJ
Print Name
::: ~~>>vJ
Print Name MO
\.tnendment # I
(ey Largo Conch Republic Days
:;ontract #: 666
Destination Events AQreement
THIS AGREEMENT (Agreement) is entered into this /)/~ day of
2010 by and between MONROE COUNTY, a political subdivision of the state of Florida
(County) and Upper Keys Business Group, Inc. a not for profit business organized and
operating under the laws of the state of Florida (Event Sponsor).
WITNESSETH:
In consideration of the mutual covenants contained herein, the parties agree as follows:
1. The County agrees to pay up to $34,000 (Thirty Four Thousand Dollars) for
the Key Largo Independence Celebration on April 23 - May 2, 2010 from tourist
development tax funds (see Exhibit "C"). No more than 10% of the total advertising and
promotional costs paid under this agreement shall be attributable to in-county advertising
and promotion. The general non-allocated section of an event budget shall not
exceed 15% of the total budget and may be utilized for unforeseen permissible
expenditures and for those budget lines that may require additional funds. No
amendments shall be made to Exhibit "C" after approval of contract. A list of
Acceptable Event Marketing Expenses is attached to the contract as Exhibit" A".
2. Scope of Services: The event sponsor agrees to provide the County with an
event as specified below:
a). A ten (10) day event to include independence celebrations; contests;
Corvette Cruisin Rendezvous; music; food; beverages; closing ceremonies
3. All advertising and public relations services or supervision of advertising and
public relations will be provided through the contracted agencies of the Tourist
Development Council (TDC) and COUNTY. The agencies of record shall receive payment
for work in progress upon submission of documented invoices associated with the event.
4. Payment: Any payments directly to the event sponsor or vendors associated
with said event shall be as follows:
Payment upon presentation of an invoice shall indicate the task completed
for which payment is sought, with proper documentation attached.
Key Largo Independence Celebration
FY 2010
Contract 10 #: 666
1
}-
Monroe County's performance and obligation to pay under this contract is
contingent upon an annual appropriation by the COUNTY. Only acceptable expenses
listed in the Monroe County Tourist Development Council Operations Manual shall be paid.
5. AccountinQ: Financial records of the Sponsor pertaining to this project shall
be kept according to generally recognized accounting principles and shall be available to
the COUNTY or to an authorized representative for audit.
6. Modification: Line item changes to the advertising and promotion budget
may be made up to but not exceeding 10% of the larger line item amount without requiring
COUNTY approval of the particular change.
7. Breach and Penalties: The parties agree to full performance of the
covenants contained in this agreement, and the COUNTY reserves the right at its
discretion, provided such breach is material, to terminate this agreement for any
misfeasance, malfeasance, or nonperformance of the agreement terms or negligent
performance of the agreement terms by the event sponsor.
8. Termination: This Agreement will be terminated on September 30, 2010. All
invoices must be submitted prior to September 30, 2010.
9. Non Occurrence of Event: If the event does not take place for any reason
under control of Event Sponsor except for those reasons in paragraph 19, then Event
Sponsor agrees to refund to the COUNTY any amounts already paid to them under this
agreement, and relieve the COUNTY from any further payments.
The event sponsor shall give written notice to the Monroe County Tourist
Development Council if it is found necessary to cancel an event. The notice shall contain
the following specifics: 1) reason for cancellation, 2) documentation of the reason for
cancellation and 3) person authorized to cancel including title and stated affiliation.
10. Indemnification and Hold Harmless: The event sponsor covenants and
agrees to indemnify and hold harmless and defend Monroe County, its officers, employees
and agents including the Tourist Development Council and Visit Florida Keys from any and
all claims for bodily injury (including death), personal injury, and property damage
(including property owned by Monroe County) and any other losses, damages, and
expenses (including attorney's fees) which arise out of, in connection with, or by reason of
Key Largo Independence Celebration
FY 2010
Contract 10 #: 666
2
the services provided, event sponsored, or other activities and funding associated with this
agreement, except those losses or damages caused by COUNTY or its agents,
11. Insurance ReQuirements: Event sponsor as a pre-requisite of the Special
Event governed by this Agreement, shall obtain, at its own expense, insurance as
specified in this section,
Event sponsor will not be permitted to commence work associated with the Event
(including pre-staging of personnel and material) until satisfactory evidence of the required
insurance has been furnished to the county as specified below. Event sponsor shall
maintain the required insurance throughout the entire duration of the Special Event and
any extensions specified in any attached schedules, Failure to comply with this provision
may result in the immediate suspension of the Event until the required insurance has been
reinstated or replaced, Event sponsor shall provide, to the County, as satisfactory
evidence of the required insurance, either:
*
Original certificate of Insurance
or
*
Certified copy of the actual insurance policy
A certified copy of any or all insurance policies required by this contract shall be filed with
the Clerk of the COUNTY prior to the Event.
All insurance policies must specify that they are not subject to cancellation, non-
renewal, material change or reduction in coverage unless a minimum of thirty (30) days
prior notification is given to the County by the insurer,
Acceptance and/or approval of event sponsor's insurance shall not be construed as
relieving event sponsor from any liability or obligation assumed under this contract or
imposed by law,
The Monroe County Board of County Commissioners, its employees and officials
will be included as "Additional Insured" on all policies.
Key Largo Independence Celebration
FY 2010
Contract 10 #: 666
3
Any deviations from these General Insurance Requirements must be requested in
writing on the County form titled "Request for Waiver of Insurance Requirements" and
must be approved by Monroe County Risk Management.
Event sponsor shall furnish the County with a certificate evidencing the
insurance required by this paragraph not later than twenty (20) days prior to the
event
Prior to commencement of work governed by this contract, event sponsor shall
obtain General Liability Insurance. Coverage shall be maintained through out the life of
the contract and include, as a minimum:
*
Premises Operations
*
Products and Completed Operations
*
Blanket contractual Liability
*
Personal Injury Liability
*
Expanded Definition of Property Damage
The minimum limits acceptable shall be:
*
$1,000,000,00 combined Single Limit (CSL)
If split limits are provided, the minimum limits acceptable shall be:
*
$500,000,00 per person
*
$1,000,000.00 per Occurrence
*
$100,000.00 Property Damage
An Occurrence Form policy is preferred. If coverage is provided on a Claims
Made policy, its provisions should include coverage for claims filed on or after the effective
date of this contract. In addition, the period for which claims may be reported should
extend
Key Largo Independence Celebration
FY 2010
Contract 10 #: 666
4
for a minimum of twelve (12) months following the acceptance of work by the County,
Recognizing that the work governed by this contract involves the sales and/or distribution
of alcoholic beverages, the Contractor's General Liability Insurance policy shall include
Liquor Liability with limits equal to those of the basic coverage.
A separate Liquor Liability policy is acceptable if the coverage is not more restrictive
than the contractor's General Liability policy.
12. Permits: The event sponsor will secure all required permits, licenses
including but not limited to occupational licenses.
13. Taxes: The COUNTY and TOC are exempt from Federal Excise and State
of Florida Sales Tax.
14. Finance CharQes: The COUNTY and TOC shall not be responsible for any
finance charges.
15. Relation of COUNTY/TDC: It is the intent of the parties hereto that the event
sponsor shall be legally considered as an independent Event Sponsor and that neither it
nor its employees shall, under any circumstances, be considered employees, servants or
agents of the COUNTY and TOC and the COUNTY and TDC shall at no time be legally
responsible for any negligence on the part of said Event Sponsor, its employees or agents,
resulting in either bodily or personal injury or property damage to any individual, firm, or
corporation.
16. Disclosure: The event sponsor shall be required to list any or all potential
conflicts or interest, as defined by Florida Statute 112 and Monroe County Code. The
event sponsor shall disclose to the COUNTY and TOe all actual or proposed conflicts of
interest, financial or otherwise, direct or indirect, involving any client's interest which may
conflict with the interest of the COUNTY and TDC.
17. AssiQnment: The event sponsor shall not assign, transfer, convey, sublet or
otherwise dispose of this agreement, or of any or all of its right, title or interest therein, or
his or its power to execute such agreement to any person, company or corporation without
prior consent of the COUNTY.
Key Largo Independence Celebration
FY 2010
Contract 10 #: 666
5
18. Compliance with laws - Nondiscrimination: The event sponsor, shall comply
with all federal, state and local laws and ordinances applicable to the work or payment for
work thereof, and shall not discriminate on the grounds of race, color, religion, sex, age, or
national origin in the performance of work under this Agreement. This Agreement shall be
subject to all federal, state, and local laws and ordinances.
19. Force Maieure: The event sponsor shall not be liable for delay in
performance or failure to perform in whole or in part, the services due to the occurrence of
any contingency beyond its control or the control of any of its subcontractors or suppliers,
including labor dispute, strike, labor shortage, war or act of war whether an actual
declaration thereof if made or not, insurrection, sabotage, riot or civil commotion, act of
public enemy, epidemic, quarantine restriction, accident, fire, explosion, storm, flood,
drought or other act of God, act of any governmental authority, jurisdictional action, or
insufficient supply of fuel, electricity, or materials or supplies, or technical failure where the
event sponsor has exercised reasonable care in the prevention or mitigation of damages
and delay, any such delay or failure shall not constitute a breach of the Agreement. Upon
demand of TOC or COUNTY, the event sponsor must furnish evidence of the causes of
such delay or failure. COUNTY shall not pay for any services or activities, promotional or
otherwise, connected with an event produced after the date(s) described in paragraph 1
and Scope of Services,
20. Governing LawNenue: This Agreement shall be governed by and construed
in accordance with the laws of the State of Florida applicable to contracts made and to be
performed entirely in the State. In the event that any cause of action or administrative
proceeding is instituted for the enforcement or interpretation of the agreement, the County
and Sponsor agree that venue shall lie in the appropriate court or before the appropriate
administrative body in Monroe County, Florida. This Agreement shall not be subject to
arbitration.
21. Security Protection: The event sponsor agrees to provide adequate security
for the event. No TDC funds will be used for this purpose.
22. Ownership: All advertising and promotion work performed under the
agreement and paid for by the COUNTY and TDC shall be the property of the COUNTY
and TDC, for whatever use and/or disposition the COUNTY and TDC may deem
appropriate.
Key Largo I ndependence Celebration
FY 2010
Contract 10 #: 666
6
23, Media riQhts: The TDC shall have the right to broadcast, rebroadcast, use,
reproduce or transmit for any purpose whatsoever, radio, television, pictures, sound, film
and tape motion pictures and still photographs paid by the COUNTY and TDC under this
agreement.
24. LOQo: Logo Usage guidelines are attached to this contract as
Exhibit "8". For all promotional literature and display advertising with the exception of
generic advertising must display the "Florida Keys & Key West Come As You Are"
logo/trade mark (as per attached logo sample). This logo/trade mark was adopted by
the TDC and County in December 2006.
In-County Logo: The logo that includes the "Monroe County Tourist Development Council"
designation is to be utilized in all approved in-county print newspaper ads, magazine ads,
street banners, posters and other approved signage efforts. Radio commercials should
include "Brought to you by The Monroe County Tourist Development Council". To seek
approval, clarification and/or logo in electronic format (eps or jpg file), contact John
Underwood with Tinsley Advertising at 305-856-6060.
Out of County Logo: The out of county logo does NOT include the "Monroe County Tourist
Development Council" designation and is to be utilized in all other efforts including any
approved out-of-county print newspaper ads, magazine ads, television commercials,
internet advertising (banners, buttons, e-mail blasts), direct mail promotions (brochures
and pamphlets) and any approved promotional items including programs, T-shirts, hats,
jackets, trophies and koozie cups. Radio commercials should include "Brought to you by
The Monroe County Tourist Development Council". To seek approval, clarification and/or
logo in electronic format .(eps or .jpg file), contact John Underwood at Tinsley Advertising
at 305-856-6060.
25. Severability: If any provision of this Agreement shall be held by a Court of
competent jurisdiction to be invalid or unenforceable, the remaining provisions shall not be
affected thereby; and each provision of this Agreement shall be valid and enforceable to
the fullest extent permitted by law.
26. Authority: Each of the signatories for the sponsor below certifies and
warrants that:
Key Largo Independence Celebration
FY 2010
Contract 10 #: 666
7
a) The Sponsor's name in the agreement is the full name as designated in its
corporate charter, and b) they are empowered to act and execute the agreement for the
Sponsor and c) this Agreement has been approved by the Sponsor's Board of Directors.
27. Ethics Clause: The event sponsor warrants that it has not employed, retained
or other wise had act on its behalf, any former County office or employee in violation of
Section 2 or Ordinance No. 10-1990 or any County officer or employee in violation of
Section 3 of Ordinance No. 10-1990. For breach or violation of the provision the County
may, at its discretion terminate this agreement without liability and may also, at its
discretion, deduct from the agreement or purchase price, or otherwise recover, the full
amount of any fee, commission, percentage, gift, or consideration paid to the former or
present County officer or employee.
28. Public Entity Crimes: "A person or affiliate who has been placed on the
convicted vendor list following a conviction for public entity crime may not submit a
proposal on a contract to provide any goods or services to a public entity, may not submit
a proposal on a contract with a public entity for the construction or repair of a public
building or public work, may not submit proposals on leases of real property to public
entity, may not be awarded or perform work as a contractor, supplier, subcontractor, or
consultant under a contract with any public entity, and may not transact business with any
public entity in excess of the threshold amount provided in Section 287.017, for
CATEGORY TWO for period of 36 months from the date of being placed on the convicted
vendor list."
29. Notice: Any notice required or permitted under this agreement shall be in
writing and had delivered or mailed, postage prepaid, to the other party by certified mail,
returned receipt requested to the following:
For Grantee: Robert Stoky
103900 Overseas Highway
Key Largo, FL 33037
For Grantor: Lynda Stuart
Monroe County Tourist Development Council
1201 White Street, Suite 102
Key West, FL 33040
Key Largo Independence Celebration
FY 2010
Contract 10 #: 666
8
And
Cynthia Hall, Asst. County Attorney
P,O. Box 1026
Key West, FL 33041-1026
30, Entire AQreement: The parties agree that the Agreement above constitutes
the entire agreement between the COUNTY and event sponsor. Except as provided in
paragraph 6 of this Agreement, this Agreement can never be amended or modified except
in a writing signed by the parties hereto.
IN WITNI;:S~>'A'HEREOF, the parties hereto have executed this Agreement the day and
year first a t;jOV& written.
(SEAL)
Attest: Danny L. Kolhage, Clerk
~ /?{! 1/
(~ 1~~~e~~,JV1/!Ar&tu
Deputy Clerk
Board of County Commissioners
of nroe Countx ...
:t-I!:.. 0 )wtA~7~
Mayor/Chairman
By.
Upper J<eys Business Group, Inc.
~st1~~~~(J) )
P,resident
(CORPORATE SEAL)
Attest:
Date:
Date:
Print Name
OR TWO WITNESSES
(1 )
(2)
Print Name:
Print Name:
Date:
Date:
9
Key Largo Independence Celebration
FY 2010
Contract 10 #: 666
EXHIBIT A
Acceptable Event Marketina Expenses
(DestinationlTurnKey/Cultural/Fishing Events)
BOCC 9/20/06
ADVISORY COMMITTEES (UMBRELLAS/DISTRICT ADVISORY COMMITTEES) AND EVENT
COORDINATORS' RESPONSIBILITY: It is the responsibility of the Advisory Committees
(Umbrella/District Advisory Committees (DAC) and Event Coordinators to keep apprised of all
Monroe County Tourist Development Council's policies and procedures pertaining to event funding,
01/22/92
When DAC event proposals are received, they will be distributed to DACs for review and
recommendations to the TDC, Upon approval of the TDC of any event funding recommendations,
a contract will be entered into by the applicant and SOCC, The SOCC has final approval of all
contracts,
Any Request for Proposal (RFP) response received after the specified deadline, as determined
within the RFP, will not be accepted, TDC 7/21193 This policy mirrors that of the Soard of County
Commissioners, soce 9/8/93
EVENT FUNDING: The TDC has established several categories of events that may receive
funding, There are four categories of events that may receive funding from the TDC; Destination
Events; Turnkey Events; Cultural Events and Fishing Events.
All advertising and promotional items shall follow the logo/guidelines for the Monroe County Tourist
Development Council.
TDC funded items are NOT to be sold. 9/14/94
Only the items listed will be reimbursed for the described events, All event coordinators will receive
a reimbursement/direct payment packet that includes an executed copy of the funding agreement.
The packet provides guidelines required for reimbursement/direct payment of Acceptable Event
Marketing Expenses.
No individual applications for Event funding will be considered out of the Two Penny Event Fund
other than the Umbrellas (Cultural, Fishing & Diving). 7/26/95
DESTINATION EVENTS: Destination events will be paid as per the scope of services within the
contract and those acceptable items/expenses listed below. Destination events may utilize up to
10% of their approved line item budgets for in-county hard media and public relations. A general
non-allocated line item is not to exceed 15% of the total budget and can only be utilized for
acceptable TDC items as listed in this section, There cannot be more than a 10% deviation on the
approved line item budget.
Media Placement & Production Costs: newspaper; magazines, radio; TV; website/internet
advertising only2
Promotional SiQns: posters and banners
Key Largo Independence Celebration
FY 2010
Contract 10 #: 666
10
Promotional Items: T.shirts; hats; jackets; koozie cups. Refer to Sales/Resale statement.
Direct Mail Promotions: brochures and pamphlets including postage/shipping, This is a direct mail
promotional brochure/pamphlet utilized for pre-event advertising.
Programs: TDC will pay for an event program of listed or schedule of activities and information on
the event, an amount not to exceed 50% of cost, including production and printing, of program as
outlined in contract budget.
Public Relations: Public relations expenses that are approved by public relations agency of record.
TURNKEY EVENTS: TurnKey events will be paid based upon the scope of services within the
contract.
CUL TURAUFISHING UMBRELLA EVENT FUNDING: Any event of a fishing or
artistic/special/dramatic nature shall apply for funding under the appropriate umbrella organization.
Within the Cultural and Fishing Umbrella events funding process, the monies received by the event
coordinator is to be used within the approved acceptable list of TDC expenses listed below without
any restriction as to out-of-county advertising. Each Umbrella shall appropriate a minimum of 30%
of the funds of the Umbrella for out-of-county advertising and public relations. 70% or the
remainder that has not been allocated to the advertising/public relations agencies of record within
the Umbrellas, shall be allocated by the Umbrella to the applicants for event funding. The budget,
which is included with the application, will be individually reviewed by the Umbrella, the applicant
and the advertising/public relations agencies of record. There cannot be more than a 10%
deviation on the approved line item budget. No amendments to budgets will be permitted after this
approval process. 9/14/94 General non allocated line item is not to exceed 15% of the total
budget and can only be utilized for acceptable TDC items listed below.
If an Umbrella does not allocate all the funds earmarked for direct event funding within a district,
the remaining funds shall be allocated and utilized to advertise that specific district as
recommended by the Umbrella committee.
Any event receiving funding under the Umbrella organization will not be eligible for additional
funding under another TDC event category. 08/14/91
CULTURAL EVENTS:
Media Placement & Production Costs: newspaper; magazines, radio; TV; website/internet
advertising only2
Promotional Signs: posters and banners
Promotional Items: T-shirts; hats; jackets; koozie cups. Refer to Sales/Resale statement.
Direct Mail Promotions: brochures and pamphlets including postage/shipping. This is a direct mail
promotional brochure/pamphlet utilized for pre-event advertising.
Programs: TDC will pay for an event program of listed or schedule of activities and information on
the event, an amount not to exceed 50% of cost, including production and printing, of program as
outlined in contract budget.
Key Largo Independence Celebration
FY 2010
Contract 10 #: 666
11
Public Relations: Public relations expenses that are approved by public relations agency of record,
FISHING EVENTS:
Media Placement & Production Costs: newspaper; magazines, radio; "TV; website/internet
advertising onlyl
Promotional Sians: posters and banners
Promotional Items: T-shirts; hats; jackets; koozie cups; trophies/awards (Fishing Tournaments
only) 1, Refer to Sales/Resale statement.
Direct Mail Promotions: brochures and pamphlets including postage/shipping, This is a direct
mail promotional brochure/pamphlet utilized for pre-event advertising.
Proarams: TDC will pay for an event program of listed or schedule of activities and information on
the event, an amount not to exceed 50% of cost, including production and printing, of program as
outlined in contract budget.
Public Relations: Public relations expenses that are approved by public relations agency of record,
1 TROPHIES: framed art work, framed photography, engraved crystal and glass, plaques, trophies,
sculptures (fiberglass, metal, glass & wood) and framed certificates shall constitute a trophy. All
such trophies must include the appropriate information as outlined in the policies (tournament
name, date, and location), 9/14/94 For TROPHY reimbursement, Tournament Directors must
present the original invoice of the trophies, a notarized list of winners of the event, and a notarized
list of the plates and/or glass etching from the engraving company. 8/20/03.
2 ADVERTISING THROUGH THE INTERNET: The TDC will pay for Internet advertising on web
sites (banners, buttons, website links), and E-mail blasts, Internet advertising links may go to the
event website, Logo is required on banners and E-blasts, No payment will be made for
development or operation (hosting) of website. BOCC 5/16/06
SALE/RESALE OF TOC FUNDED ITEMS: Items funded, including creative and resulting work
product, by the BOCCITOC, in accordance with Florida Public Records Law, are owned by the
BOCCrrOC and as such may not be sold. 09/14/94
Key Largo Independence Celebration
FY 2010
Contract 10 #: 666
12
EXHIBIT B
Loao/Acknowledaement Usaae Guidelines For Events
Destination/TurnKey/CulturallFishing Events
BOCC 12/20/06
Color ads four (4) color processing printing 06112/91
Black & white ads shall include the Florida Keys and Key West logo in PMS black. 06112/91
Use on all printed material as listed under the Acceptable Event Marketing Expenses list
TV: logo must appear at the conclusion of commercial
Hats/t-shirts/jackets/koozie cups: must carry the "The Florida Keys & Key West" logo
Radio Advertising: No logo is required, All radio announcements must say "Brought to
you by the Monroe County Tourist Development Council"
Trophies: Logos are not required on trophies,
In-County Logo
The below logo that includes the "Monroe County Tourist Development Council"
The
Floridd Keys
&~ey~~ore.
-.-
MONROe COUNTY TOUKIST DEVElOPMENT COUNCIL
designation is to be utilized in all approved in-county print
newspaper ads, magazine ads, street banners, posters
and other approved signage efforts, Radio commercials
should include "Brought to you by The Monroe County
Tourist Development Council". To seek approval,
clarification and/or logo in electronic format (.eps or .jpg
file), contact Sharon Joseph or John Underwood with
Tinsley Advertising at 305-856-6060,
Out-of-County Logo
The below logo that does NOT include the "Monroe County Tourist Development Council"
lh designation is to be utilized in all other efforts
e including any approved out-of-county print newspaper
FI ed V ads, magazine ads, television commercials, internet
Ofl d l\.eys ad~ertising ~banners, buttons, e-mail blasts), direct
K ~ mall promotions (brochures and pamphlets) and any
approved promotional items including programs, T-
& e'! est shirts, hats, jackets, trophies and koozie cups, Radio
./ come dS you dre- commercials should include "Brought to you by The
-. e -. Monroe County Tourist Development Council". To
seek approval, clarification and/or logo in electronic format (.eps or ,jpg file), contact
Sharon Joseph or John Underwood at Tinsley Advertising at 305-856-6060,
Key Largo Independence Celebration
FY 2010
Contract 10 #: 666
13
In-County Loao
The
Florida Keys
-.-
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
Out-oJ-County LOQO
The
Florida Keys
. .
-.-
Key Largo Independence Celebration
FY 2010
Contract 10 #: 666
14
EXHIBIT C
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
DESTINATION EVENT BUDGET
BUDGET BREAKDOWN
line items listed below must be approved by the appropriate agency of record
There will be no amendments to this budget (Exhibit C) after BOCC approval of Agreement
FISCAL YEAR 2010
EVENT NAME:
Key Largo Independence Celebration
MEDIA PLACEMENT & PRODUCTION COSTS: newspaper, radio, magazines,
TV, webeite/intem.t advertising only
TOTAL:
$27,400.00
$1,600
$1.000
$
$
$1.000
$3,000
$34,000
PROMOTIONAL SIGNS: posters/banners
PROMOTIONAL ITEMS: t-shirts, hats, jackets, koozie cups
DIRECT MAil PROMOTIONS: brochures/pamphlets!
postage & shipping
PROGRAMS:
PUBLIC RELATIONS
"GENERAL NON.AllOCA TED
"GENERAL NON AllOCATED MAY NOT EXCEED 15% OF THE ABOVE BUDGET.
AND CAN ONLY BE UTilIZED FOR ACCEPTABLE TOe ITEMS.
ACTUAL EXPENDITURES MAY DEVIATE NO MORE THAN 10% FROM THE BUDGETED LINE ITEMS
NOTED ABOVE.