Item D1BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: FEBRUARY 16, 2011 Division: TDC
Bulk Item: Yes X No Department:
Staff Contact Person /Phone #: Maxine Pacini
296 -1552
AGENDA ITEM WORDING:
Approval to revise FY 2012 Cultural Umbrella Event Funding Application.
ITEM BACKGROUND:
TDC approved same at their meeting of January 25, 2011
PREVIOUS RELEVANT BOCC ACTION:
CONTRACT /AGREEMENT CHANGES:
STAFF RECOMMENDATIONS:
Approval
TOTAL COST: No Cost
BUDGETED: Yes No
COST TO COUNTY: None
SOURCE OF FUNDS:
REVENUE PRODUCING: Yes X No
AMOUNT PER MONTH Year
APPROVED BY: County Atty OMB /Purchasing Risk Management
DOCUMENTATION: Included X Not Required
DISPOSITION:
AGENDA ITEM #
Revised 11/06
January 3, 2011
To: Monroe County Tourist Development Council
From: Elizabeth Young, Cultural Umbrella Committee Staff
Re: TDC Approval of Revised Cultural Umbrella Application
On behalf of the Cultural Umbrella Committee, this is to request that the TDC approve the attached
revised Cultural Umbrella application for FY 2011 -12 funding. Changes are indicated in red.
Thank you.
k j:1-V e V L�
NCI is
S.i11, �, C7 L. C.3@ €�li l:i
Dear Applicant:
Enclosed is the application for Cultural Umbrella funds for FY 2011 -2012 (Oct.1, 2011 — Sept.30, 2012) for
the advertising and promotion of cultural events. A cultural event is defined by a specific quality that
encourages audience attendance due to its limited engagement and /or is in addition to regular program
activities.
The Florida Keys Council of the Arts is pleased to administer the Cultural Umbrella for the TDC and offer
workshops for assistance in completing your application. New this year are special marketing /media buy
workshops with the TDC's agencies of record.
Mar etinl eia Worksh2ps
Tuesday, Feb ruary 8, 2011
10:00 a.m. Gato Building, 1100 Simonton St., Key West
3:00 p.m. Cheeca Lodge, MM 82, Islamorada
Application Workshops
Tuesday, March 8 2011
1:00 P.M. Gato Building, 1100 Simonton St., Key West
Wednesday, arch 9 2011
10:00 a.m. Marathon Community Theatre, 5101 Overseas Hwy., Marathon
3:00 p.m. Murray Nelson Government Center, 102050 Overseas Hwy., Key Largo
Prior to the application deadline, submit your entire application by email to Sharon of Tinsley Advertising
and Carol of Stuart Newman Associates for their advance approval. New this year... you must have
received agency approvals prior to April 18
Tinsley Advertising, Sharon Joseph Stuart Newman Associates, Carol Shaughnessy
2000 S. Dixie Highway, Miami, FL 33133 422 Fleming Street, Key West, FL 33040
phone: 800 - 273 -1242 or 305 - 856 -6060 phone: 305 - 797 -0579
sharon @tinsley.com carol @newmanpr.com (write CU application in subject line)
The Application is due on Monday, April 25 before 5:00 pm in the office of the Florida Keys Council
of the Arts, 1100 Simonton Street #2 -263, Key West, Florida 33040. Late applications will not be
accepted nor will they be considered.
• Provide one (1) original, notarized on page 8 and marked "original" on the front cover, and
six (6) additional copies.
• Attach letters of approval from Tinsley Advertising and Stuart Newman Associates at the end of
the original application only. (Do not include copies of the agency letters with the six copies.)
• Do not include this cover letter, the table of contents, nor the TDC Logos pages.
• If you include examples of media exposure, please limit to five pages.
• Use clips in place of binders.
The Cultural Umbrella Committee will meet at 10 a.m. on Thursday, May 12 at the MARATHON GOV'T.
CENTER, MM 47.5 Overseas Highway (bayside) to review the applications and make recommendations
for funding. In addition to the committee member's scores, the method used by the State of Florida's
Division of Cultural Affairs will be used to determine funding recommendations. A representative of your
organization who is familiar with the application and authorized to answer questions is invited to attend.
All 5 districts will be reviewed in the morning session. Recommendations then go to the TDC in July
and to the BOCC in August for final approval.
For more information please contact Liz Young at the Arts Council office 305 - 295 -4369. We look forward
to assisting you in promoting your cultural events.
Sincerely,
Elizabeth Young, Executive Director
Florida Keys Council of the Arts
Table of Contents
Cultural Umbrella Funding Application
2011/2012
Title of Event, Venue, Dates & amount requested page 1
I. Event Producer Information page 2
A. Name of contracting organization
B. Contact person
C. Alternate contact person
D. Authorized persons
EXHIBIT A Allowable Expenditures page 3
EXHIBIT B Logo /Acknowledgment Usage page 4
EXHIBIT C Schedule of Activities page 5
EXHIBIT D Budget Breakdown page 6
EXHIBIT E TDC Resource Marketing /Spending Plan page 7
EXHIBIT F Non - Collusion Affidavit And Verification page 8 (Notarize)
II. Proposed Event Information page 9
A. Months of Event
B. Number of Days
C. Attendance
III. Statement of Income & Expense page 10 - 11
IV. Quality & Description of Proposed Event page 12
V. Media /Marketing Plan page 13
VI. Overall Assessment of Application page 13
Tourist Development Council Logo's page 14
Include agency approval letters at end of original application packet.
If they are omitted, your application will not be considered for funding.
The
lori Ke s
Yo.t)eLOU� ha e5
L'CYL'RC9E t31 [ - B3@ a `ms's e aM.I st
a
come ds you Ci
MONROE COUNTY TOURIST E7CVL OPK ENTCOUNCll
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
APPLICATION FOR CULTURAL UMBRELLA EVENT FUNDING
October 1, 20191 through September 30, 2014-2
Upon evaluation of the application, the total scores will be tabulated and applications scoring
60 or more out of 100 will be considered for funding. Events that meet the minimum scoring
requirements will be ranked starting with the highest score. Then committee members will use
their best judgment in determining award recommendations -
NAME OF PROPOSED EVENT:
VENUE (location /city):
DATE(S) OF EVENT:
INDICATE THE DISTRICT(S) FROM WHICH YOU ARE REQUESTING FUNDS and THE
DOLLAR AMOUNT (Maximum request: $25,000)
$ District I (encompasses the city limits of Key West)
$ District 11 (from city limits of Key West to the west end of the Seven Mile Bridge)
$
$
$
District III (from the west end of the Seven Mile Bridge to the Long Key Bridge)
District IV (between the Long Key Bridge and Mile marker 90.939)
District V (from Mile marker 90.940 to the Dade /Monroe County line and any mainland
portions of Monroe County
TOTAL AMOUNT REQUESTED (Total Districts I -V)
Page 1
I. EVENT PRODUCER INFORMATION (The event producer is the organization or individual
responsible for the event. In some cases, the event producer and the event are the same, for
example: The Key Players. In other cases, they are different, for example: the Pigeon Key
Arts Festival is the event; the Pigeon Key Foundation is the producer.)
A. NAME OF CONTRACTING ORGANIZATION:
(Registered Business name as listed on www.sunbiz.org)
FICTITIOUS NAME IF USED:
ADDRESS.
TELEPHONE NUMBER: (Daytime) ( )
CELL NUMBER: ( )
E -MAIL ADDRESS:
WEB SITE
YEAR LEGALLY ESTABLISHED
FEDERAL 1. D. # / E.I.N. #:
FLORIDA DIV. OF CORP ORATIONS . DOCUMENT #
INDICATE FOR PROFIT OR NOT FOR PROFIT STATUS:
B. CONTACT PERSON:
(Should be familiar with application and authorized to speak for event sponsor)
ADDRESS:
TELEPHONE: ( )
CELL PHONE: ( )
FAX ( )
E -MAIL:
C. ALTERNATE CONTACT PERSON:
ADDRESS:
TELEPHONE: ( )
CELL PHONE:
E -MAIL:
FAX: ( )
D. AUTHORIZED PERSONS List name of President and other individual(s) authorized to
execute contracts and otherwise act on behalf of event producer:
Name Title
Page 2
FINANCIAL INFORMATION: EXHIBIT
Allowable Expenditures
As approved by BOCC as of 7/21 /10
Direct Mail Promotions: brochures and pamphlets including pootage/shiNping. This kaa 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 (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 agency of record. Only permissible PR material produced by
the agency of record and/or a professional public relations agency shall be acceptable. (7/21 /10)
In-House Production: In-house production of any permissible expenditures will not be considered for
reimbursement. (7/21/10
Items that have not been approved by the appropriate agency of record prior to production/placement
shall not be considered for reimbursementidirect payment.
' Advertising through the internet: The TOCwill pay for Internet advertising on web sites (mannem, buttons,
weboke links), and E-mail blasts. Internet advertising links may go to the eventweboite. Logo is required on
banners and E-blasts. No payment will be made for development or operation (hosting) of website. (BOCC 5/16/06)
u hanm funded, including creative and resulting work pnoduot, by the
BOCC/TOC, in accordance with Florida Public Records Law, are owned by the BOCC/TOC and as such may not
be sold. (BOCC00/14/94)
|F FUNDED, EXHIBITS A.B.0 and O WILL BECOME PART (3FYOUR CONTRACT AND TRANSMITTED TO
THE OFFICE (3F THE CLERK (3F THE COURT.
Read &initial
Page 3
EXHIBIT B
Logo /Acknowledgement Usage Guidelines For Events
Destination /TurnKey /Cultural /Fishing Events
BOCC 12/20/06
Color ads four (4) color processing printing (06/12/91
Black & white ads shall include the Florida Keys and Key West logo in PMS black. (06/12/91)
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'
In- County Logo
The below logo that includes the "Monroe County Tourist Development Council" designation is
Th to be utilized in all approved in- county print newspaper ads,
magazine ads, street banners, posters and other approved
F lori dd K e %, r4Z signage efforts. Radio commercials should include "Brought to
you by The Monroe County Tourist Development Council ". To
&Key �Ist seek approval, clarification and /or logo in electronic format (eps
or jpg file), contact Sharon Joseph or John Underwood with
come ds you dre Tinsley Advertising at 305 - 856 -6060.
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
Out -of- County Logo
The below logo that does NOT include the "Monroe County Tourist Development Council"
t designation is to be utilized in all other efforts including any
ke approved out -of- county print newspaper ads, magazine ads,
t elevision commercials, internet advertising (banners,
Flo ri d d Z buttons, e -mail blasts), direct mail promotions (brochures
and pamphlets) and any approved promotional items
& Key including programs, T- shirts, hats, jackets and koozie cups.
Radio commercials should include "Brought to you by The
come d5 YOU drC 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.
Read & initial
Page 4
EXHIBIT C
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
CULTURAL UMBRELLA
SCHEDULE OF ACTIVITIES
FISCAL YEAR 2014 -2
EVENT NAME:
List scheduled event activities in Monroe County in date order *
Activity Month Event Occurs Number of Da ys
*If part of your funding request for this fiscal year is to promote event activities taking place in the next
fiscal year (pre - promotion), then the following rules will apply:
1. Pre - promotion is only allowed for an event taking place during the months of October and
November. If your event takes place after that, you must apply for funding in the next fiscal
year.
2. All pre - promotion funding MUST be spent prior to September 30 of the fiscal year you are
funded in. (For example: If pre - promotion is for a November 7 th event, you must place that ad
and spend the money prior to September 30 1h )
Page 5
*:1:11 =3 Ill i11
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
CULTURAL UMBRELLA 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 D) once your contract is approved by the BOCC.
EVENT NAME:
MEDIA PLACEMENT & PRODUCTION COSTS:' newspaper, radio, magazines,
TV, website /internet advertising only
PROMOTIONAL SIGNS: posters /banners
PROMOTIONAL ITEMS: t- shirts, hats, jackets, koozie cups
DIRECT MAIL PROMOTIONS: brochures /pamphlets /postage & shipping
PROGRAMS:
PUBLIC RELATIONS:
*GENERAL NON- ALLOCATED: 3
TOTAL: $
relations agency of record. In - House Marketing is not a permissible expense.
3 GENERAL NON - ALLOCATED MAY NOT EXCEED 15% OF THE ABOVE BUDGET AND CAN ONLY BE UTILIZED FOR
ACCEPTABLE TDC ITEMS. ACTUAL EXPENDITURES MAY DEVIATE NO MORE THAN 10% FROM THE BUDGETED
LINE ITEMS NOTED ABOVE.
Page 6
*:1:11 =31194
TDC RESOURCE MARKETING /SPENDING PLAN: The marketing plan must be approved
ONE WEEK in advance by the advertising and public relations agencies of record. Attach your
approval letters at end of application. (Tinsley Advertising, Sharon Joseph. Sharon @tinsley.com 800 -273-
1242) and (Newman Associates, Carol Shaughnessy. Carol @newmanpr.com 305 - 797 -0579)
Include all aspects of the proposed event with estimated number of persons to be reached
through the different media. Provide source of information for estimated numbers.
Specifically state how you plan to spend the Cultural Umbrella funds requested in Exhibit D .
(Limit 500 words.)
Page 7
EXHIBIT F
NON - COLLUSION AFFIDAVIT
AND VERIFICATION
I, , of the city of
according to law on my oath, and under penalty of perjury, depose and say that:
1) 1 am the bidder making the Proposal for the
project described as follows:
2) The prices in this bid have been arrived at independently without collusion, consultation,
communication or agreement for the purpose of restricting competition, as to any matter relating tc
such prices with any other bidder or with any competitor;
3) Unless otherwise required by law, the prices which have been quoted in this bid have
not been knowingly disclosed by the bidder and will not knowingly be disclosed by the bidder prior tc
bid opening, directly or indirectly, to any other bidder or to any competitor; and
4) No attempt has been made or will be made by the bidder to induce any other person,
partnership or corporation to submit, or not to submit, a bid for the purpose of restricting competition;
5) The statements contained in this affidavit are true and correct, and made with full
knowledge that Monroe County relies upon the truth of the statements contained in this affidavit in
awarding contracts for said project.
VERIFICATION
I HEREBY CERTIFY that I have read the forgoing application and that the facts stated herein are true
and correct to the best of my knowledge and belief.
President's Name Typed
Sworn to and subscribed before me this
President's Signature
day of , 20
personally appeared , , and
known to be the persons named in and who executed the foregoing document.
Notary Public - State of
My commission expires
(Printed, typed, or stamped commissioned
Name of notary public)
Monroe County Tourist Development Council Cultural Umbrella Application FY2012 Page: 8
II. PROPOSED EVENT INFORMATION
A. MONTH(s) OF EVENT: Please check the appropriate month. Qkru °'r ^��' ^�� --- ^-
H If an event takes place over a series of months the scores
will be added to a maximum of points.
January
2
July 4
February
1
August 6
March
1
September 6
April
1
October 4
May
4
November 4
June
4
December 3
Please Circle.
121 + days
• ;;
C. ATTENDANCE Number of people anticipated to attend the event, the number attending
this current year, and actual past attendance:
Anticipated Current
2012
Monroe County Residents
Out of County:
TOTAL:
DETERMINATION OF ATTENDANCE
20191
Actual
DESCRIBE YOUR AUDIENCE: How do you determine your numbers, please mention walk -
ins, how you count, how you ask county /out of county?
Monroe County Tourist Development Council Cultural Umbrella Application FY2012 Page: 9
III. STATEMENT OF INCOME & EXPENSE
FOR PROPOSED EVENT, CURRENT YEAR, AND LAST COMPLETED YEAR
The treasurer of the producer must sign this statement. The figures for the last completed year
should be actual.
EVENT NAME:
INCOME
EVENT INCOME
PROPOSED
CURRENT
ACTUAL
FY 2014-2
FY 20181
FY 20 10
ENTRY /ADMISSION /BOXOFFICE
$
$
$
PROMOTIONAL ITEMS
$
$
$
FOOD & BEVERAGE
$
$
$
OTHER
$
$
$
OTHER INCOME
(DO NOT INCLUDE IN -KIND)
A. CULTURAL UMBRELLA FUNDS
$
$
$
SPONSORS /CONTRIBUTIONS
$
$
$
MEMBERSHIPS
$
$
$
GRANTS — State & Local
$
$
$
OTHER
$
$
$
B. TOTAL INCOME
$
$
$
Cultural Umbrella funds for the proposed FY are % of Total Income (A divided by )
Monroe County Tourist Development Council Cultural Umbrella Application FY2012 Page: 10
EXPENSE
PROPOSED
CURRENT
ACTUAL
FY 201244
FY 2011
FY 2010
OPERATING EXPENSES
C. CULTURAL UMBRELLA FUNDS
$
$
$
D. AI=I=QVVABI ADVERT19I ir_ MA-Pru
MARKETING /ADVERTISING
$
$
$
(ADDITIONAL TDC ALLOWABLE)
OTHER MARKETING /ADVERTISING
$
$
$
(TDC NON - ALLOWABLE)
EVENT OPERATING EXPENSES
$
$
$
OFFICE EXPENSES
$
$
$
RENT
$
$
$
SALARIES
$
$
$
MISCELLANEOUS
$
$
$
E. TOTAL EVENT EXPENSES
$
$
$
NET PROFIT /LOSS (B minus E)
$
$
$
CULTURAL UMBRELLA FUNDS % OF ALLOWABLE ADVERTISING %
( Line C DIVIDED BY SUM QF r P 49 Line D); This will reflect the ratio of the TDC funding to the total
allowable funding for the event.
*Cultural Umbrella funds may be spent only for allowable advertising and promotion listed on Exhibit A.
Treasurer, Sign and Print
0-20
Monroe County Tourist Development Council Cultural Umbrella Application FY2012 Page: 11
IV. QUALITY AND DESCRIPTION OF PROPOSED EVENT
0-30
Monroe County Tourist Development Council Cultural Umbrella Application FY2012 Page: 12
V. MEDIA/MARKETING PLAN
Describe all plans to market the eventLL to reach visitors outside of Monroe County. Include
all marketing activities (paid and unpaid). Address opportunities for creative exposure of the
events. (Including web site, social media, newspapers and radio). BLILecific and include
details. (LIMIT 500 WORDS)
A l+ki
OVERALL 1„ ASSESSMENT OF APPLICATION 0 1
Monroe County Tourist Development Council Cultural Umbrella Application FY2012 Page: 13
In- County Logo
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
Out -of- County Logo
Monroe County Tourist Development Council Cultural Umbrella Application FY2012 Page: 14