Item E8E.8
County o� Monroe BOARD OF COUNTY COMMISSIONERS
lrl Mayor David Rice, District 4
The Florida, Key Mayor Pro Tem Sylvia J. Murphy, District 5
y Danny L. Kolhage, District 1
George Neugent, District 2
Heather Carruthers, District 3
County Commission Meeting
February 21, 2018
Agenda Item Number: E.8
Agenda Item Summary #3896
BULK ITEM: Yes DEPARTMENT: Tourist Development Council
TIME APPROXIMATE: STAFF CONTACT: Ammie Machan (305) 296 -1552
N/A
AGENDA ITEM WORDING: Approval to revise Section II of TDC Operations Manual which
references Acceptable Event Marketing Expenses for Events to allow reimbursement for social
media promoted posts
ITEM BACKGROUND: See attached.
TDC approved same at their meeting of January 30, 2018
PREVIOUS RELEVANT BOCC ACTION:
CONTRACT /AGREEMENT CHANGES:
N/A
STAFF RECOMMENDATION: Approval
DOCUMENTATION:
Revised Section II TDC Operatins Manual
FINANCIAL IMPACT:
Effective Date:
Expiration Date:
Total Dollar Value of Contract:
Total Cost to County:
Current Year Portion:
Budgeted:
Source of Funds:
CPI:
Indirect Costs:
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E.8
Estimated Ongoing Costs Not Included in above dollar amounts:
Revenue Producing:
Grant:
County Match:
Insurance Required:
Additional Details:
If yes, amount:
REVIEWED BY:
Maxine Pacini
Christine Limbert
Kathy Peters
Board of County Commissioners
Completed
Completed
Completed
Pending
02/01/2018 4:19 PM
02/03/2018 11:44 AM
02/05/2018 9:04 AM
02/21/2018 9:00 AM
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E.8.a
DATE: February 6, 2018
TO: Monroe County Board of County Commissioners
FROM: Tourist Development Council
RE: Revised Acceptable Event Marketing Expenses
The TDC recognizes the important role that events provide in bringing visitors to the destination and
by providing entertainment to these visitors. We have a process in place for such events to seek
funding for specific marketing expenses. The funding of events throughout the Florida Keys has
evolved over a number of years with emphasis being placed on identifying and addressing the most
effective manner in which to market these events in order to attract overnight visitors to the
destination.
Over the past year, the TDC Administrative staff has been hearing requests from event coordinators
to review our Acceptable Event Marketing Expenses to allow for reimbursement of social media
placements.
After input from FloridaKeys.com (TDC Webs ite /Internet Agency of Record) we have revised Section
II of the TDC Operations Manual that references Acceptable Event Marketing Expenses to allow for
the addition of social media posts. The revised language will allow for reimbursement for Facebook,
Instagram, Snap Chat, and Twitter posts.
TDC unanimously approved same at their meeting of January 30, 2018
Approval is requested to revise section II of the Monroe County TDC Operations Manual to reflect
new language under the Media Placement and Production Costs sections. The new policy will be
effective in the upcoming event agreements for fiscal year 2019.
See attached section II where the new additional language is shown in red and highlighted in
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ACCEPTABLE EVENT MARKETING EXPENSES
( Turnkey /Destination /Cultural /Fishing Events)
Only the items listed under the event category for which the event contractor is funded will be
considered for reimbursement. After final funding and contract approval by the Monroe
County Board of County Commissioners, the TDC Administrative office shall email the event
contractor a reimbursement /direct payment packet that includes an executed copy of the
funding contract, and guidelines required for reimbursement /direct payment of Acceptable
Event Marketing Expenses.
All advertising and promotional items shall follow the logo /guidelines found in Section II of the
Operations Manual for the Monroe County Tourist Development Council, which are also
provided as part of the event funding contract.
TURNKEY EVENTS
Application for Turnkey events funding can be found in the Monroe County TDC Operations
Manual in Section IV -A.
A Turnkey event shall be considered an all- inclusive event where the event contractor
has financial responsibility for every facet of the production, promotion and management of the
event. Payment under a contract for a Turnkey event will be made only after completion of
the event and proof that the scope of services as described within the contract has been
completed. If a Turnkey event is delayed or canceled for any reason, no payment shall be
forthcoming, even if the event contractor has out -of- pocket expenses leading up to the actual
event. The TDC, therefore, strongly recommends that the event contractor purchase insurance
that covers the cancellation or delay of an event due to "force majeure" or unforeseen
circumstance.
DESTINATION EVENTS
A Destination event as defined under Section IV -A of the Operations Manual will be paid as
per the scope of services within the contract and the list of items that have been approved.
Only the TDC expenses listed below may be included in the proposed budget. A general
non - allocated line item is not to exceed 15% of the total budget and can only be utilized for
acceptable TDC marketing items listed in this section. There cannot be more than a 10%
deviation from the approved line item budget. The following are the only acceptable
expenses:
Media Placement & Production Costs Newspapers and magazines (inserts will also be
considered); radio; and TV. The TDC will pay for the following digital advertising on websites,
website links, pre roll video, banners, mobile.: . Jal media promoted posts, and email blasts.
Digital advertising links may go to the event website. The TDC Logo must be placed on all
print, TV, websites, ocial media promoted posts, pre roll video, banners and email blasts.
Radio advertising does not require the logo but all radio announcements must say "Brought to
you by the Monroe County Tourist Development Council ". No payment will be made for
development or operations (hosting) of websites. No more than 10% of the total allocated
funds shall be expended on advertising media costs attributable to in- county placement.
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Promotional Signs Posters and banners (hanging and displayed outdoors).
Promotional Items T- shirts and hats *.
*Sales /Resale of TDC funded items: Items funded, including creative and resulting work
product, by the BOCC /TDC, in accordance with Florida Public Records Law, are owned by the
BOCC /TDC and as such may not be sold.
Direct Mail Promotions Brochures, postcards and pamphlets including postage /shipping.
This is a direct mail promotional brochure /postcard /pamphlet utilized for pre -event advertising.
Programs TDC will pay up to fifty percent (50 %) of the cost of production and printing of an
event program showing scheduled activities and information on the event, as outlined in
contract budget.
Public Relations (PR): Print and electronic public relations materials for distribution to media,
such as, but not limited to, press releases, public service announcements, photography and
videography as approved by the public relations agency of record. Only permissible PR
material produced by the TDC agency of record and /or a professional public relations agency
shall be acceptable.
In -House Production: In -house production of any permissible expenditures will not be
considered for reimbursement.
Event Marketing Reimbursement: TDC will only consider reimbursement of permissible
marketing expenditures that highlight the special event versus the regular programming of a
business, organization or the facility.
Amendments to Contract Budgets: No amendments to the line item budget will be
permitted after the contract has been reviewed and approved.
CULTURAL EVENTS
Application for cultural events funding can be found in the Monroe County TDC Operations
Manual in Section IV -B. Within the Cultural Umbrella events funding category, the allocation
received by the event contractor is to be spent on the list of items that have been approved.
Only the TDC expenses listed below may be included in the proposed budget. The following
are the only acceptable expenses:
Media Placement & Production Costs Newspapers and magazines (inserts will also be
considered); radio; and TV. The TDC will pay for the following digital advertising on websites,
website links, pre roll video, banners, mobile, social media promoted pos and email blasts.
Digital advertising links may go to the event website. The TDC Logo must be placed on all
print, TV, websites, social media promoted posts, pre roll video, banners and email blasts.
Radio advertising does not require the logo but all radio announcements must say "Brought to
you by the Monroe County Tourist Development Council ". No payment will be made for
development or operations (hosting) of websites. No more than 30% of the Media Placement
and Production Costs line item shall be expended on advertising media costs attributable to in-
county placement.
Monroe County Tourist Development Council Operations Manual Section fl, Page 2
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Promotional Signs Posters and banners (hanging and displayed outdoors).
Promotional Items T- shirts and hats *.
*Sales /Resale of TDC funded items: Items funded, including creative and resulting work
product, by the BOCC /TDC, in accordance with Florida Public Records Law, are owned by the
BOCC /TDC and as such may not be sold.
Direct Mail Promotions Brochures /postcards and pamphlets including postage /shipping
This is a direct mail promotional brochure /postcard /pamphlet utilized for pre -event advertising.
Programs /Play Bills TDC will pay up to fifty percent (50 %) of the cost of production and
printing of an event program /play bills showing scheduled activities and information on the
event, as outlined in contract budget.
Public Relations (PR): Print and electronic public relations materials for distribution to media,
such as, but not limited to, press releases, public service announcements, photography and
videography as approved by the public relations agency of record. Only permissible PR
material produced by the TDC agency of record and /or a professional public relations agency
shall be acceptable.
In -House Production: In -house production of any permissible expenditures will not be
considered for reimbursement.
Event Marketing Reimbursement: TDC will only consider reimbursement of permissible
marketing expenditures that highlight the special event versus the regular programming of a
business, organization or the facility.
Amendments to Contract Budgets No amendments to the line item budget will be
permitted after the contract has been reviewed and approved.
FISHING EVENTS
Application for fishing events funding can be found in the Monroe County TDC Operations
Manual in Section IV -C. Within the Fishing Umbrella events funding category, the allocation
received by the event contractor must be spent on the list of items that have been approved.
Only the TDC expenses listed below may be included in the proposed budget. There is no
restriction as to out -of- county advertising. The following are the only acceptable expenses:
Media Placement & Production Costs Newspapers and magazines (inserts will also be
considered); radio; and TV. The TDC will pay for the following digital advertising on websites,
website links, pre roll video, banners, mobile ocial media promoted posts and email blasts
Digital advertising links may go to the event website. The TDC Logo must be placed on all
print, TV, websites, ocial media promoted poste pre roll video, banners and email blasts.
Radio advertising does not require the logo but all radio announcements must say "Brought to
you by the Monroe County Tourist Development Council ". No payment will be made for
development or operations (hosting) of websites. At least 30% of total funding allocation must
be placed in the Media Placement & Production Cost line item and be utilized for out of County
advertising.
Monroe County Tourist Development Council Operations Manual Section fl, Page 3
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Promotional Signs Posters and banners (hanging and displayed outdoors).
Promotional Items T- shirts and hats *, trophies (Fishing Tournaments Only).
*Sales /Resale of TDC funded items: Items funded by the BOCC /TDC, including creative and
resulting work product, in accordance with Florida Public Records Law, are owned by the
BOCC /TDC and as such may not be sold.
Direct Mail Promotions Brochures /postcards and pamphlets including postage /shipping
This is a direct mail promotional brochure /postcard /pamphlet utilized for pre -event advertising.
Programs TDC will pay up to fifty percent (50 %) for the cost of production or printing of an
event program showing scheduled activities and information on the event, as outlined in
contract budget.
Public Relations (PR): Print and electronic public relations materials for distribution to media,
such as, but not limited to, press releases, public service announcements, photography and
videography as approved by the public relations agency of record. Only permissible PR
material produced by the TDC agency of record and /or a professional public relations agency
shall be acceptable.
In -House Production: In -house production of any permissible expenditures will not be
considered for reimbursement.
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 (year), 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.
Amendments to Contract Budgets No amendments to the line item budget will be permitted
after the contract has been reviewed and approved.
Monroe County Tourist Development Council Operations Manual Section fl, Page 4
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