Item J13 J.13
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CountCounty ��Monroe. ,y, ? "tr, BOARD OF COUNTY COMMISSIONERS
y M T� \�1a� Mayor Michelle Coldiron,District 2
�1 1 nff `_ll Mayor Pro Tem David Rice,District 4
-Ile Florida.Keys Craig Cates,District 1
Eddie Martinez,District 3
w Mike Forster,District 5
County Commission Meeting
March 17, 2021
Agenda Item Number: J.13
Agenda Item Summary #7933
BULK ITEM: Yes DEPARTMENT: Airports
TIME APPROXIMATE: STAFF CONTACT: Richard Strickland(305) 809-5200
N/A
AGENDA ITEM WORDING: Approval of a Resolution delegating authority to the Director of
Airports and approving the use of Key West International Airport Enterprise Revenue Funds to be
used for promotional sponsorships.
ITEM BACKGROUND: The County desires to establish a positive relationship with the
community and Key West International Airport, and promotional sponsorships raise goodwill
toward the county by making known the advantages, facilities, resources, products, attractions, and
attributes of the Key West International Airport and/or the Florida Keys Marathon International
Airport which serve a public purpose.
Expenditure thresholds shall be based on the level of anticipated community outreach (community
exposure). "Community exposure" shall be defined as the total number of individuals the outreach
activity is estimated to reach. The Board hereby authorizes sponsorship expenditures to publicize,
advertise, and promote the activities of its airport in the following amounts:
Rate of Community Maximum Director Expense
Exposure
Up to 5,000 people $5,000.00
5,001 to 10,000 people $10,000.00
Greater than 10,000 $19,999.99
PREVIOUS RELEVANT BOCC ACTION: N/A
CONTRACT/AGREEMENT CHANGES:
n/a
STAFF RECOMMENDATION: Approval.
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DOCUMENTATION:
KWIA - Resolution - Sponsorship payment
FINANCIAL IMPACT:
Effective Date: Upon adoption
Expiration Date: In effect until Resolution is rescinded
Total Dollar Value of Contract:
Total Cost to County: -0-
Current Year Portion:
Budgeted: yes
Source of Funds: Airport Operating Fund 404
CPI:
Indirect Costs:
Estimated Ongoing Costs Not Included in above dollar amounts:
Revenue Producing: If yes, amount:
Grant:
County Match:
Insurance Required: No
Additional Details:
REVIEWED BY:
Richard Strickland Completed 03/02/2021 4:32 PM
Pedro Mercado Completed 03/02/2021 4:33 PM
Purchasing Completed 03/02/2021 4:34 PM
Budget and Finance Completed 03/02/2021 4:38 PM
Maria Slavik Completed 03/02/2021 5:27 PM
Liz Yongue Completed 03/02/2021 5:50 PM
Board of County Commissioners Pending 03/17/2021 9:00 AM
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J.13.a
RESOLUTION NO. —2021
A RESOLUTION OF THE BOARD OF COUNTY COMMISSIONERS OF
MONROE COUNTY, FLORIDA DELEGATING AUTHORITY TO THE
DIRECTOR OF AIRPORTS AND APPROVING THE USE OF KEY WEST 2
INTERNATIONAL AIRPORT ENTERPRISE REVENUE FUNDS TO BE 0
USED FOR PROMOTIONAL SPONSORSHIPS.
WHEREAS, Florida Statute 331.20 grants to the Board of County Commissioners the
right,power, and authority to publicize, advertise, and promote the activities of its airport in order r-
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to make known the advantages, facilities, resources, products, attractions, and attributes of its U)
airport; and 0
WHEREAS, the Department of Transportation, Federal Aviation Administration has
promulgated the Policies and Procedures Concerning the Use of Airport Revenue in the Federal
Register at 64 Fed. Reg. 7696, February 16, 1999, and 2
WHEREAS, the Policies and Procedures Concerning the Use of Airport Revenues lists
the permitted uses of airport revenue and includes, among other things, the full costs of activities
directed towards promoting public and industry awareness of airport facilities and services; and w
WHEREAS, Key West International Airport has sponsored community organizations E
and community events from Key West High School to the Naval Air Station Key West Air Show
to the Wounded Warrior Ride; and
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WHEREAS, community involvement and community outreach through paid sponsorships (n
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of community organizations help effectuate the purposes of F.S. 331.20 and promotes and )
engenders goodwill toward the airport and the county; and
WHEREAS, the board desires to set forth a policy permitting the use of airport enterprise
revenue funds to support community promotional sponsorships;
NOW, THEREFORE, BE IT RESOLVED BY THE BOARD OF COUNTY
COMMISSIONERS OF MONROE COUNTY, FLORIDA:
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Section 1. The Monroe County BOCC (The Board) desires to establish a positive
relationship with the community and Key West International Airport. <
Section 2. The Board finds that promotional sponsorships which raise the goodwill
toward the county by making known the advantages, facilities, resources, products, attractions,
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and attributes of the Key West International Airport and/or the Florida Keys Marathon
International Airport serve a public purpose.
Section 3. In furtherance of this resolution, the Board incorporates the rationale set
forth in the memo attached as Exhibit A as if fully set forth herein.
Section 2. The Board hereby delegates to the Director of Airports the authority to
publicize, advertise, and promote the activities of its airports; to make known the advantages,
facilities,resources,products, attractions, and attributes of its airport;to create a favorable climate
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of opinion concerning its airport and to cooperate with other agencies, public and private, to 0
accomplish these purposes. 0
Section 4. Expenditure thresholds shall be based on the level of anticipated 0
community outreach (community exposure). "Community exposure" shall be defined as the total
number of individuals the outreach activity is estimated to reach. The Board hereby authorizes 0
sponsorship expenditures to publicize, advertise, and promote the activities of its airport in the
following amounts:
e(
Rate of Community Maximum Director Expense
Exposure
Up to 5,000 people $5,000.00
5,001 to 10,000 people $10,000.00
Greater than 10,000 $19,999.99 m
PASSED AND ACCEPTED by the Board of County Commissioners of Monroe County,
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Florida, at a meeting of said Board held on the 17th day of March, 2021.
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Mayor Michelle Coldiron
Mayor Pro Tem David Rice
Commissioner Craig Cates
Commissioner Eddie Martinez
Commissioner Mike Forster '
(SEAL) BOARD OF COUNTY COMMISSIONERS
Attest: KEVIN MADOK, Clerk OF MONROE COUNTY, FL
By By
Deputy Clerk Mayor Michelle Coldiron
N�OE COUNTY AXTORNEY
�A N 0 V7/9 A
FORM
2 �V c
FED O J.
ASS9 M% UNTY ATTORNEY
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EXHIBIT A
41�` L International Airport
Key West
3491 South Roosevelt Boulevard Key West,Florida 33040
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AIRPORT MEMO
From: Erick D'Leon,Asst. Director of Airports 0.
To: Richard Strickland; Beth Leto 0
Date: October 30, 2020
Re: Airport Promotion and Community Relations
Introduction
The Key West International Airport is a substantial component of the Key West community and offers _
the island's most significant economic engine with a combined annual economic output totaling$856
million. As the Airport continues to exhibit rapid growth trends in every aspect of its operation, it is m
imperative for the Airport to maintain a positive relationship within its small island community.This is
accomplished by strategic community outreach efforts to ensure that all citizens are aware of the
Airport and express a favorable opinion of the Airport's successful future. Although generally intangible,
maintaining a community relationship that promotes a positive airport outlook ensures that the Airport 0
can continue to prosper efficiently and effectively within the physical and sociological limitations of
operating on an island. 0
Background
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The Federal Aviation Administration (FAA) deems that public use airport's expenditure of funds for the 0
promotion of an airport and marketing of airport services are legitimate costs of an airport's operation.
Additionally, the FAA entrusts airport management to assure that the level of expenditures for such
purposes be reasonable in relation to the airport's specific financial situation.
Airport funds may be used to support community activities, or community organizations, if the
expenditures are directly and substantially related to the operation of the airport. In addition, the policy
provides explicitly that where the amount of the contribution is minimal, the airport operator may
consider the "directly and substantially related to air transportation" standard to be met if the
contribution has the intangible benefit of enhancing the airport's acceptance in local communities
impacted by the airport.
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As a point of reference, the Key West International Airport, like many other commercial airports,
through a combination of Federal, State, and Airport generated funds, maintains a federally mandated
Noise Insulation Program (NIP) for eligible family residences.The NIP has expended substantial funding
to lessen the impact, and associated burden, of aircraft noise to single family homes and multi-family
condominium facilities in Key West by way of noise insulation efforts.The multi-year program creates a
cohesive environment in which the Airport and its numerous operations are an accepted part of the o
community's daily function.
Community Relations
Recently the Airport announced plans to pursue a major capital improvement plan combining millions of
dollars in development to completely overhaul the manner in which the Airport operates.The y
improvements, developed to meet air service demand, include a new terminal concourse and significant o
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roadway improvements to streamline and improve the passenger experience. ¢,
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However, as the Airport continues to make significant strides in air service development, which supports _
the community's tourism based economy, the island of Key West is home to only twenty five thousand
permanent residents. In a small town community, such as Key West, the importance of a grass roots o
effort to establish a positive community relationship cannot be overstated.That relationship is fostered
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through strategic efforts that focus on hosting community events, public outreach presentations, key
marketing efforts, and the encouragement of constant feedback from the community through ad-hoc ,
committees and other public forums.
The Airport has historically selected the neighboring Key West High School Athletics Department as a >-
recipient of an annual sponsorship.The sponsorship offers tangible and intangible benefits to the
operation of the Airport. While the relationship benefits are intangible, the tangible benefits of
hometown marketing are of incredible value to the Airport and a critical focus to all promotional
marketing efforts.
The local community is vital to the future success of the airport. Utilizing simple marketing efforts such
as banner advertisements and other key signage, local event programs and print media, and radio
advertisements are all part of a larger effort to continually keep the local community involved with the
Airport.Therefore, the participation with local groups such as the Key West High School Athletics Dept., ,
a local non-profit youth athletics dance association, or a wounded warriors ride, the effort ensures the
Airport maintains a positive position within the growth and daily life of the community that supports the
Airport's operation.
State and Federal Guidance '
As previously stated, the FAA offers clear guidance on how revenues used for promotional/ marketing
efforts, and revenues used for donations to charitable/community service organizations are classified as
permitted uses.The guidance can be found in Federal Register/Vol. 64, Pgs. 7696-7723, Policy and m
Procedures Concerning the Use of Airport Revenue.
Additionally, Florida Statute 331.20 empowers the BOCC to expend funds to publicize and promote the
airport and its related facilities, and to create a favorable climate of opinion in the interest of promoting
and engendering goodwill toward its airport.
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Policy Request
We request to clarify that promotional, marketing, and community outreach efforts in addition to
charitable donations are, as defined by existing state and federal guidelines, part of the Airport's normal
operating expenses. Included in those expenses, the Airport will focus on the following categories to
pursue effective community relations:
Membership: Industry, Economic Development, &Other Associations
Partnership: Education, Military, &Other Agencies
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Sponsorship: Youth Development,Tourism, Economic Development, Government Relations,
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Community, Leadership, Diversity& Inclusion
As with all other operational expenses, as these expenses are defined by the FAA, the Airport Director
will be provided with the same liberties that are afforded with other aspects of the daily duties
associated with the operation of the Airports. However, due to the nature of procurement for event
specific memberships, partnerships, or sponsorships, as they may occur, it is not feasible to adhere to
standard County procurement policies for multiple price quotes. In these cases, the Airport Director will 0.
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adhere to the Monroe County Purchasing Policy guidelines for purchasing authority with relation to the
purchasing levels for total dollar amount requested.
Additionally, as defined by the FAA, airport management will assure to the BOCC that the total amount
of expenditures for such purposes would be reasonable in relation to the airport's specific financial �--
situation.The specific level of director approved expenditures will be based on the level of exposure the
expense will provide. For example, if the expenditure will offer a small amount of exposure, up to five
thousand people, for the airport, the expense will be limited to five thousand dollars. If the expense will 0.
offer a medium amount of exposure, five thousand to ten thousand people, the expense will be limited
to ten thousand dollars. If the expense is expected to offer the Airport a significant amount of exposure,
greater than ten thousand people, such as with major events, partnerships, or marketing campaigns for
air service, the expense will be limited to nineteen thousand nine hundred ninety nine dollars and ninety 0.
nine cents; see below chart.
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Rate of Exposure Maximum Director Expense
Up to 5,000 people $5,000.00
5,000 to 10,000 people $10,000.00
Greater than 10,000 $19,999.99
Additionally, significant exposure expenses over the Director's procurement authority will abide by the
policies and procedures already outlined within the County's purchasing policy,with regard to County
Manager approval and/or BOCC approval.
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