Item O1
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: August 20. 2008 Division: Airports
Bulk: Item: Yes XX No - Staff Contact Person: Reggie ParoslPedro Mercado
AGENDA ITEM WORDING:
Approval of Revenue Guaranty Agreement with Hyannis Air Service, Inc. d/b/a Cape AirINantucket
Airlines to provide Cape Air with a revenue guaranty to provide scheduled air service between Fort
Myers, Florida and the Florida Keys Marathon Airport.
~
ITEM BACKGROUND:
In the ongoing effort to re-establish commercial air service in Marathon, the County has reached an
agreement with Hyannis Air Service, Inc. d/b/a Cape AirINantucket Airlines to provide scheduled air
service between Fort Myers, Florida and the Florida Keys Marathon Airport in exchange for a revenue
guaranty. Half of the Revenue Guaranty Funds ($125,000) are being provided, under separate
agreement, by the Florida Keys Airport Initiative, Jnc (FKAI). The other half of the funds ($125,000) is
being provided by the Florida Keys Marathon Airport operating account.
PREVIOUS RELEVANT BOCC ACTION:
None
CONTRACT/AGREEMENT CHANGES:
N/A
STAFF RECOMMENDATIONS:
Approval
TOTAL COST: $250.000 BUDGETED: Yes XX No -
COST TO COUNTY: $125.000 SOURCE OF FUNDS $125.000 from FKAL $125,000 ,;:
from the Marathon Airport 403 fund account
REVENUE PRODUCING: Yes No XX AMOUNT PER MONTH Year
-
APPROVED BY: County Atty _ OMBlPurchasing _ Risk Management _
DOCUMENTATION: Included L Not Required_
DISPOSITION: AGENDA ITEM #
Revised 2/05
MONROE COUNTY BOARD OF COUNTY COlVfMISSIONERS
CONTRACT SUMMARY
Contract with: Hyannis Ak Service. Ine Contrnct #_
dba Cape Air/ Nantucket Airlines Effective Date: 12119/2008
Expiration Date: 4127/2009
Contf?ct: PurposelDescription:
Revenue Guarantee Agreement for air service between Ft. Myers. FL and FKMAP by
Cave Air
Contract Manager: Reggie paros 6060 FK Marathon Airport
(Name) (Ext. ) (Department/Stop #)
for BOCC meeting on 8120/2003 AgendaDeadline: 8/5/2008 (Rev. 8113/2008)
CONTRACT COSTS
Total Dollar Value of Contract: $, 250,000.00 Current Year Portion: $
Budgeted? Yes XX No 0 Account Codes; _-_-_-_-_
Grant $ - - - -
...............----
County Match: $ - - - -
-----
- - -
---~-~
ADDmONAL COSTS
Estimated Ongoing Costs: $_Iyc Foc
(Net included in dollar value above) (eg. mainten:mce. ulilitics,janitoriaJ., salaries, de..)
CONTRACT REVIEW
) / ;;;
Cbanges // Re~'<// ""
.~Jn Needed , .' J;t .~
Division Director 611 74' f YesD Nol8J /)/.../0"//-", d.:::--._----~L::
// / /
Risk Management - YesO NoD t"
O.MBJPurchasing _ YesO NoD
County Attorney <{ /1,/0 fj' Y esO No~
Comments:
OMB Fonn Revised 2/27/01 MCP #2
REVENUE GUARANTY AGREEMENT
,.
,
This Revenue Guaranty Agreement (this "Agreement") made and entered into as
of the 20th day of August, 2008, is between Hyannis Air Service, Inc. dba Cape
AiflNantucket Airlines, ("Cape Air" or "Airline" or "9K") and MONROE COUNTY
BOARD OF COUNTY COMMISSIONERS ("Guarantor").
Recitals: I
Monroe County Board of County Commissions is the government entity operating
the Marathon / Florida Keys Airport. Cape Air is an airline providing scheduled air
transportation in the United States. Guarantor desires that Cape Air provide scheduled air
service between Fort Myers, Florida (RSW) and the Marathon / FI01ida Keys Airport,
Florida (MTH), and Guarantor is willing to provide Cape Air with a revenue guaranty for
operating such service. In consideration of the revenue guaranty provided by Guarant?r,
Cape Air is willing to provide RSW-MTH service on the terms and conditions set forth
herein.
The parties agree as follows:
1. Definitions:
The defined terms set forth below shall have the meanings assigned to them:
1.1 "Average Fare" shall mean the Total Passenger Revenues for the
applicable Scheduled Service divided by the number of revenue passengers traveling on ...;
such Scheduled Service, for the period of time defined in this contract.
1.2 "Revenue Guarantee per Departure" shall mean the amount specified in
Exhibit A multiplied by the number of one way Scheduled Flights operated as part of the
applicable Scheduled Service.
1.3 - "Passenger Revenue" shall mean the ticketed passenger revenue received
by Cape Air for the MTH-RSW segment, using Cape Air's usual and customary
practices.
1.4 "Scheduled Flight" shall mean each scheduled flight operated on the
applicable Scheduled Service during the revenue guaranty period.
1
1.5 "Minimum Revenue Amount" (or "Minimum Revenues") shall mean the
amount of revenue Cape Air is guaranteed to receive for each flight. The dollar amount
shall be specified in Exhibit A.
1.6 "Scheduled Service" shall mean nonstop scheduled, air transportation i
,
service by Cape Air between MTH and RSW using nine-passenger Cessna 402
equipment, in accordance with the schedule set forth in Exhibit A. The schedule times
an~ frequency in Exhibit A are approximate and may be adjusted by Cape Air with
agreement of Guarantor, with agreement not to be unreasonable withheld, to maximize
Fort Myers connections and to accommodate seasonality oftraffic demand.
2. Scheduled Service. I
i
2.1 In consideration of the revenue guaranty provided by Guarantor (as j
described in Section 3 hereof) Cape Air agrees to operate the Scheduled Service during
the Revenue Guaranty Period defined in Exhibit A.
2.2 Cape Air reserves the right to cancel any Scheduled Flight for any reason,
including for weather, maintenance or operational reasons. If a Scheduled Flight {is
cancelled, such flight will not be counted for purposes of this Agreement, and passengers,
tickets and revenues for such flights will not be included in calculating Average Fare,
Minimum Revenues, Passenger Revenues, Scheduled Flight or Scheduled Service.
3. Revenue Guarantv.
3.1 Guarantor has agreed to guaranty that Cape Air will receive the applicable
Minimum Revenues for operating the applicable Scheduled Service during the Revenue
Guaranty Period, defined in Exhibit A. Upon the completion of the Revenue Guaranty
Period, Cape Air will calculate the number of Scheduled Flights operated, Passenger
Revenues and Minimum Revenues, and Cape Air will deliver a report summarizing this '.7
data to Guarantor. Cape Air shall issue this operational report within sixty (60) days
following the close of the revenue guaranty period.
3.2 If the applicable Passenger Revenues exceed the applicable Minimum
Revenue Amount during the revenue guaranty period, then no payment by Guarantor will
be due to Cape Air with respect to such Scheduled Service.
3.3 If the applicable Minimum Revenues exceed the applicable Passenger
Revenues with respect to such Scheduled Service, then Guarantor shall remit the
difference (the "Guaranty Payment") to Cape Air within thirty (30) days of receipt of
Cape Air's operational report by electronic funds transfer. Cape Air's calculation of
Scheduled Flights operated, Passenger Revenues and Minimum Revenues in the report
shall be binding and conclusive on Guarantor, absent manifest error.
2
3.4 The Guaranty Payment shall not exceed Two Hundred and Fifty Thousand
and 001100 Dollars ($250,000.00) (the "Guaranty Cap").
3.5 Cape Air and Guarantor will mutually agree on airfare pricing strategy.
,.
"
4. Reports.
,( 4.1 On a weekly basis beginning no later than sixty (60) days prior to the start
of the Revenue Guaranty Period, Cape Air shall provide Guarantor with a report
enumerating advance bookings for the MTH-RSW market, by week of travel. During the
Revenue guaranty period, such reports shall include the passenger loads for the Scheduled
Flights flown the previous week. I
4.2 On or before thirty (30) days following the end of each month during the'
Revenue guaranty period, Cape Air shall provide Guarantor with a statement setting forth,
for the market during the applicable month, the following data:
. Number of revenue passengers flown by day;
. Passenger Revenues received by Cape Air by day, and; I
. The variance between Passenger Revenues received and the Minimum Revenues
for Scheduled Flights operated
These figures shall be provided for the prior month and, on an aggregate basis, for
all Scheduled Flights operated to date. Cape Air's calculations included in such
statements shall be binding and conclusive on Guarantor, absent manifest error.
5. Air Service Marketing
Guarantor agrees to support the Scheduled Service with a marketing and
promotional effort as outlined in Appendix B.
6. Term and Termination
6.1 This Agreement shall be effective on the first date of Cape Air service, as
outlined in Exhibit A, between Marathon and Fort Myers and shall continue until April
27,2009, however, that either party may terminate this Agreement at any time upon sixty
(60) days prior written notice to the other party. The termination of this Agreement, either
at its end or prior to its end, shall not affect outstanding rights and obligations.
6.2 Either pmiy may terminate the Agreement upon the occurrence of an
"Event of Default." For purposes of this Agreement an "Event of Default" shall be
defined as a party's failure to comply with the material tenns of this Agreement within
thirty (30) days ofreceipt of written notice from the non-defaulting party.
7. Miscellaneous.
3
7.1 This Agreement constitutes the entire agreement of the parties hereto with
respect to the subject matter hereof and supersedes all prior agreements and
understandings relating thereto. This Agreement may be modified and amended only
by a writing signed by the party against whom enforcement of tpe modification or i
,
amendment is sought. All indemnities, agreements and covenants made by any party
herein shall survive any termination of this Agreement.
.:
7.2 Neither this Agreement nor any of the rights or obligations hereunder may
be assigned or transferred, by operation of law or otherwise, by either party without the
prior written consent of the other party, such consent not to be unreasonably withheld or
delayed. Any attempted assignment or transfer without such consent ~hall be of no force
or effect.
7.3 All notices, requests, demands, consents and other communications
to or upon the parties to this Agreement shall be in writing and shall be delivered
by email, hand or sent by facsimile transmission or other written
telecommunication in any such case with mechanical or other proof of delivery or
deposited in the mail by first-class registered or certified mail, return-receipt
requested, postage prepaid, addressed as follows:'
Notices to Guarantor:
Monroe County Board of County Commissioners
Mr. Peter Horton,
Director of Airports
Key West International Airport
3491 South Roosevelt Blvd.
Key West, Florida 33040
Fax: 305 292 3578
Notices to Cape Air: ,5
Cape Air / Nantucket Airlines
Mr. Andrew Bonney
Vice President of Planning
660 Barnstable Road
Hyannis, MA 02601
abonney@flycapeair.com
Fax: 508-778-1870
or to such other address as may be hereafter designated in writing by the respective
parties hereto by notice similarly given. All notices shall be effective upon receipt
thereof, provided that absent such receipt, no notice shall be deemed to have been
gIven.
4
7.4 No third party is intended to benefit from, nor may any third party seek
to enforce any of the provisions of. this Agreement.
7.5 Neither party will be liable for delays or fiWure in its performance under . i~
the Program caused by any act of God, war, strike, labor dispute, work stoppage.
su1?stantial reduction of services from any country or region, fire, act of govemme~
orVany other cause, whether similar or dissimilar, beyond the control ofiliat party (any
't
single or combination of such excuses is a "Force Majeure Even!").
7.6 EACH PARTY WAIVES AND RELEASES THE OTHER PARTY
FROM ANY AND AIL CLAIMS FOR CONSEQUENTIAL DAMAGES, IN
CONNECTION WITH THIS AGREEMENT.
7.7 The parties expressly agree that the laws of the State of Florida will govern
this Agreement and the validity, oonstmction, interpretation, and effect of this Agreement,
without. regard to principles of conflicts of laws. Each party ~ that any civil suit or
action brought against it as a result of any orits obligations under this Agreement may be
brought against it either in the state or federal comts and venue sball lie in Monroe I
County, Florida, and each party hereby irrevocably submits to the jurisdiction of such "
courts and irrevocably waives, to the fullest extent pennitted by law. any objections that it
may now or hereafter have to the laying of the venue of sucb civil suit or action and any
claim that such civil suit or action has been brought in an inconvenient fo~ and each
party further agrees that final judgment in any such civil suit or action shall be conclusive
and binding upon it and shall be enforceable against it by suit upon such judgment in any
court of competent jurisdiction. Further, the parties mutually agree that they will waive
trial by jmy iil any action, proceeding or counterclaim brought by either party against the
other arising out of or in any way connected with the Agreement.
7.8 Cape Airs service shall be operated under the Continental Connection
brand. As an affiliate of Continental Airlines rContinental"). Continental bas some ."
control over Cape .Air's schedule, reservations systems" revenue management systems and --
even which cities may be served with the brand. Cape Air shall use best efforts with
Continental to affect the service as described, but Guarantor acknowledges that Cape Air
is beholden to Continental on some key matters. Continental's inputs to Cape Air shall be
consideredforce majeure.
(Remainder of Page Intentionally Left Bialik)
5
8. Relationship of the Parties. For the purposes of this Agreement neither party
shall be deemed to be the agent, partner, employee, joint venture, or fiduciary of the other
party.
9. Severability. If any clause or provision of this Agreement shall be held to be ' J~
invalid in whole or in part, then the remaining clauses and provisions, or portions thereof,
shall nevertheless be and remain in full force and effect
:
10. Attorney's Fees. If either party hereto shall bring any suit or action against the
other for relief, declaratory or otherwise, arising out of this Agreement, the substantially
prevailing party shall have and recover against the other party, in addition to all court
costs and disbursements, such sum as the Court may adjudge to be reasonable attomeys'
fees, at the time such judgment becomes a final judgment, following exhaustion of all i.
appeals. ~
11. Binding Effect The terms, covenants, conditions, and provisions of this
Agreement shall bind and inure to the benefit of the Guarantor and Cape Air and their
respective legal representatives, successors, and assigns.
(
12. 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.
13. Claims for Federal or State Aid. Guarantor and Cape Air agree that each shall be,
and is, empowered to apply for, seek, and obtain federal and state funds to fmther the
purpose of this Agreement; provided that all applications, requests, grant proposals, and
funding solicitations shall be approved by each party prior to submission.
14. Adjudication of Disputes or Disagreements. Guarantor and Cape Air 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 no resolution can be agreed ..
upon within 30 days after the first meet and confer session, the issue or issues shall be
discussed at a public meeting of the Board of County Commissioners. 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.
15. 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, Guarantor and Cape Air 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.
Guarantor and Cape Air specifically agree that no party to this Agreement shall be
required to enter into any arbitration proceedings related to this Agreement.
6
16. Nondiscrimination. Guarantor and Cape Air agree that there will be no
discrimination against any person, and it is expressly understood that upon a
detennination by a COUlt of competent jurisdiction that disclimination has occUlTed, this
Agreement automatically terminates without any further action on the part of any party,
effective the date of the court order. Cape Air agrees to comply \'I.ith all Federal and . j:
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-
3 5~) which prohibits discrimination on the basis of race, color or national origin; 2) Title
IX ofthe 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 Disclimination 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; p)
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.
17. Covenant of No Interest. Guarantor and Cape Air 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.
'."f
18. Code of Ethics. Guarantor agrees that officers and employees of the Guarantor
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 infonnation.
19. Public Access. The Guarantor and Cape Air 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 Guarantor and Cape Air in conjunction with this Agreement;
and the Guarantor shall have the right to unilaterally cancel this Agreement upon
violation ofthis provision by Cape Air.
7
20. Non-Waiver ofhnmunity. Notwithstanding the provisions of Sec. 768.28, Florida
Statutes, the participation of the Guarantor and Cape Air 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 i'
. .
Guarantor be required to contain any provision for waiver.
21; 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 Guarantor, when perfOlming their
respective functions under this Agreement within the territorial limits of the Guarantor
shall 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 i
County.
22. Legal Obligations and Responsibilities: 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 t}1e
entity by law except to the extent of actual and timely perfonnance 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
Guarantor, except to the extent permitted by the Florida constitution, state statute, and
case law.
23. 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 Guarantor and Cape Air agree that neither the Guarantor nor Cape Air
or any agent, officer, or employee of either shall have the authority to inform, counsel, or ~Y
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.
24. 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
Guarantor in his or her individual capacity, and no member, officer, agent or employee of
Guarantor shall be liable personally on this Agreement or be subject to any personal
liability or accountability by reason of the execution of this Agreement.
25. 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.
8
26. Section Headings. Section headings have been inselted 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. . I:
27. Federal. State and Local Law. Cape Air shall comply with all federal, state,
cOl}nty and local laws, ordinances, rules and regulations now and hereafter in force which
may be applicable to the operation of its business at the airport, including the minimum
standards for commercial use of the airport, as amended from time to time.
28. Mutual Review. This agreement has been carefully revieweq by Guarantor and
Cape Air, therefore this agreement is not to be construed against either party on the basis!
of authorship.
29. Books. Records and Documents. Cape Air shall maintain, during the Revenue
Guaranty Period and for four (4) years thereafter, all books, records, and documents that
may be reasonably necessary for Guarantor to verifY the accuracy of any statements or
reports that Cape Air is required to provide to Guarantor hereunder (collectively, tre
"Records"). Guarantor, acting through its Finance Director or other authorized
representative, shall have the right to inspect and audit the Records, provided, any such
inspection and audit shall occur during normal business hours and not interfere with the
day to day operations of Cape Air. Cape Air retains the right to have one or more
representatives present during any inspection or audit by Guarantor. Ten (l0) business
days notice must be given to Cape Air by Guarantor of its intent to audit the Records to
allow Cape Air sufficient time to schedule said presence. Nothing contained within this
section waives attorney/client or attorney work product privilege.
.-
{Remainder of Page lntentionallv Left Blank}
9
IN WITNESS WHEREOF, the parties have signed this agreement by their undersigned
duly authorized representatives.
HyalUlis Air Service, Inc. Monroe County Board of County . .I:
Commissioners
,(
By: By:
Name: Name:
C(O I
Title: Title:
{
'I
"-",'
10
EXHIBIT A: Representative Schedules
[To the Agreement between Cape Air and Momoe County Board of County
Commissioners]
. .;:
Minimum Revenue Amount
MTH-RSW: $ 664.00 per flight subject to adjustment per fuel price
: adjustment clause below.
Revenue Guaranty Period December 19 2008 to Aoril 27 2009
Winter Schedule
Depart MTH 7:10AM arrive RSW 8:10AM Daily.
Cape Air and Guarantor will work Depmt MTH 12:50pm anive RSW 1 :50PM Daily i
j
together to adjust schedules to Depart MTH 3 :45PM arrive RSW 4:45PM Daily
demand and in accordance with
other airline schedule changes at Depart RSW 11:30AM arrive MTH 12:30PM Daily
Fort Myers. Depart RSW 2:10PM arrive MTH 3:10PM Daily
Depart RSW 7:20PM arrive at MTH 8:20PM Daily
I
'I
Note: Cape Air will make its best efforts to schedule MTH - RSW flights as online thru
or online cOlmection flights to and from Tampa via existing Cape Air service Fort
Myers - Tampa. Timing and frequency shown is representative.
Fuel Price Adjustment Clause - In order to reflect fuel price variations on the cost of
operating Cessna 402 aircraft, the per-segment guarantee will be adjusted monthly as
follows: "
A base all-in fuel price of $4.20 USD per gallon is established as the base cost upon
which the $664 per flight total cost is computed. Fuel burn between RSW and MTH is
36.5 gallons per flight segment operated. On a monthly basis! Cape Air will adjust the per
flight minimum revenue per flight amount upward or downward based on the actual price
paid for fuel that month minus $4.20 times the 36.5 times the number of segments
flown.
Example 1 = Fuel price for the month $5.00 minus base price of $4.20 equals $.80 cents
x 36.5 gallons equals $29.20 additional cost or a revenue target for that month of
$693.20 per flight.
Example 2 = Fuel price for the month $4.00 minus base price of $4.20 equals $.20 x 36.5
gallons equals $7.30 tower cost or a revenue target for that month of $656.70.
11
EXHIBIT B: Scheduled Service Marketing Plan
[To the Agreement between Cape Air and Monroe County Board of County
Commissioners]
. of:
Marathon Marketing Cooperation Plan
Station Presence - Signage
, Cape Air or Continental Connection signage at counter, gate and any other advantageous
.
locations at airport
. Banner(s) production - creative from 9K and/or Continental Airlines
. Duratran or sign age opportunities by baggage claim
. Review of street signage to Marathon Airport, and changes as needed
i
Press Releases !
. Media support and work on press releases pre- and post-launch in conjunction with 9K
Director of Communications
Direct Marketing
. Access to, and distribution of, 9K information via airport customer database
Online ,
. 9K presence on homepage or 2nd level of any airport and airport affiliated websites -link
to 9K site for online booking
Advertising
. Suggest a media plan including time frame and budget with most appropriate venues ie
print, radio, public access TV, etc.
. Cape Air and the Tourism Development Council District Advisory Committee III will
each put UP $15.000 for advertisinQ and promotion.
. Provide local information on who are the key local travel generators and what they are
looking for. Target markets for 9K to establish creative
. Provide competitive information and performance results
Memberships
. Provide contact information and recommendations on local chambers and business
organizations
Community Affairs/Events
. Provide local support and presence at appropriate community events/trade shows
Updates
. Provided weekly updates and review of plans
. Provide pricing ideas/recommendations
12
D.l.
District III Advisorv Committee MeetinQ
The June 4, 2008 regular meeting of the District III Advisory Committee of the Monroe
County Tourist Development Council was called to order by Chairman Mr. Robert Moir
at 9:00 a.m. at The Holiday Inn, Marathon.
DAC Members Present Were: Mr. Keith Douglas, Ms. Melanie Elder, Mr. George
Shattu~k, Ms. Vicki Tashjian, Ms. Marilyn Tempest, Mr. Ted Violissi
DAC Members Absent Were: Ms. Lynda Berrigan (2nd absence in fiscal year), Mr.
Frank Catchpole (2nd absence in fiscal year)
TOC Member Present: Ms. Rita Irwin
Aoencies Present Were: Mr. John Underwood, Ms. Lauren Bernat and Mr. Eric Gitlin-
Tinsley Advertising, Ms. Nancy Lucas - Stuart Newman Associates, Mr. Clinton Barras
- FloridaKeys.com, Ms. Julie Botteri - Web Editor
Administrative Staff Present Were: Mr. Harold Wheeler, Ms. Lynda Stuart and Ms.
Maxine Pacini
Approval of the Aoenda and Bulk Items: Ms. Tashjian moved approval of the agenda
with the following bulk items:
0.1. April 30, 2008 Regular Meeting Minutes
0.2. March 25,2008 TOC Meeting Minutes - FYI
E.1. FY 2008 Budget
E.2. Three Penny Revenue Report
F.1. Monthly Report from SNA
G.1. Advertising Update
H.1. Smith Travel Research Report - FYI -5
1.1. Visitor Information Services Report - FYI
J.1. Floridakeys.com - FYI
Mr. Violissi seconded. Motion passed unanimously.
Budoet: Mr. Wheeler reminded the new member Melanie Elder to call the
administrative office with any questions they may have on the budget.
Three Penny Revenue Report: Mr. Wheeler stated that the Three Penny Report for
District III was looking more positive. The current report showed that some bed tax
dollar arrears were paid dating all the way back to January.
Consideration and Action re: FY 2009 Media Plan: The agency presented two options
to the DAC for their FY 2009 Media Plan.
District Jt/ Advisory Committee
June 4, 2008
Page 2
Ms. Tashjian moved approval of plan 8 as presented with the understanding that it was
contingent on the FY 09 budget, Mr. Violissi seconded. In discussion, Mr. Douglas
stated that the Philadelphia area was important. Ms. Tashjian said she approved of the
marketing efforts internationally because they had longer blocks of vacation time.
Motion passed unanimously.
Mr. wpeeler explained that the County's air Service Committee and Cape Air were
requesting an amount up to $15,000 of DAC III funds to promote new air service
between Marathon and Fort Myers. Cape Air will match the DAC III funding dollar for
dollar, making the total marketing and promotional budget $30,000. The TDG generic
fund may look at supporting the airline at a later time. Ms. Tashjian said she thought it
was the right decision to support them, especially for the season. Ms. Irwin said it was
a good idea to offer support, especially in markets we already advertise in.
Ms. Tashjian moved approval of an amount not to exceed $15,000 from DAC III FY
2009 Marketing efforts, Mr. Douglas seconded. Motion passed unanimously.
Mr. Moir explained that he had asked the agency to propose a use for the FY 2008
Advertising Resources as the money needed to be used by September 30, 2008. The
agency proposed advertising in the Orlando newspaper. Ms. Irwin said she liked the
idea because people were booking their vacations within a very short planning time.
Ms. Tashjian said she had seen more walk in visitors asking for vacation homes than
before, and wanting them the same day.
Mr. Shattuck moved approval of the agency proposal for use of DAC III, FY 2008
Advertising Resources, Mr. Violissi seconded. Motion passed unanimously.
Consideration and Action re: Amendment to AQreement for Marathon S81 Offshore
Grand Prix: Mr. Mearns was present to request approval from the DAC to amend the
scope of services within their agreement from a 25 boat requirement to an 18 boat "
requirement. He explained that although there was a lower boat count, the event went
very well even with the number of participants down, the number of spectators was
impressive.
Mr. Moir said he had done an informal poll of hotel owners and managers and although
they had not kept track, the event contributed 34 room nights to his property. The
Chamber of Commerce reported a small spike in calls to the chamber for the event, and
the fliers for the event were taken. Ms. Tashjian spoke of the residual effect from the
event, but could only calculate on the high end bed tax income of $2,400. Mr. Violissi
reported that restaurants said they have not seen people due to the event.
Mr. Wheeler said he did not have a problem amending the agreement for the number of
boats, but was disappointed with the number of spectators. He thought the dollars that
were spent out of county were helpful, but needed to know how many spectators are
District III Advisory Committee
June 4, 2008
Page 3
coming to spend nights here. He said only getting a couple of hundred people come
from out of town is a concern for the amount of funding.
Ms. Tashjian moved approval to amend the agreement with the Middle Keys Events
Council, Inc. for the Marathon S81 Offshore Grand Prix from a 25 boat requirement to
an 18 boat requirement. Motion passed unanimously.
Event ,Fundi no Workshop: TDG Administrative staff was available to present a
workshop informing interested applicants of the process for applying to FY 2009 Event
Funding Resources. No one was present for the workshop.
Update re: Mav 13, 2008 TDC Meetino: Mr. Wheeler updated the DAC on the
business that took place during the May 13, 2008 TDC Meeting.
General Discussion: Ms. Tashjian informed the DAC that the summer camp for youth
needed housing for their instructors.
Ms. Irwin reported on the success of the 100 mile "Run the Keys" event in May.
There being no further business the meeting was adjourned at 10:15 a.m.
.,;
Ft. Myers Weekly Departures
Mar-09
CitvPair Total
1 Atlanta, GA 88
2 Detroit, MI 67
3 Chicago-O'Hare, IL 46
4 Newark, NJ 45
5 Boston, MA 42
6 Key West, FL 42
7 New York-JFK, NY 42
8 Minneapolis/51. Paul, MN 35
9 Charlotte-Douglas, NC 34
10 Baltimore, MD 28
11 Indianapolis, IN 28
12 Orlando, FL 28
13 Chicago-Midway, IL 28
14 Philadelphia, PA 26
15 Cleveland, OH 24
16 Dallas/Fort Worth, TX 21
17 Houston-Intercontinental, TX 21
18 Miami, FL 21
19 Cincinatti, OH/Covington, KY 20
20 51. Louis, MO 19
21 Buffalo, NY 14
22 Washington-National, DC 14
23 Milwaukee, WI 14
24 Tampa, FL 14
25 Toronto, ON, CA 14
26 Pittsburgh, PA 13
27 Atlantic City, NJ 7
28 Hartford, CT 7
29 Akron/Canton, OH 7
30 Columbus, OH 7
31 Flint, MI 7
32 Westchester County, NY 7
33 Washington-Dulles, VA 7
34 Long Island-Macarthur, NY 7
35 Memphis, TN 7
36 New York-La Guardia, NY 5
37 Duesseldorf, Germany 3
Total 859
Source: Official Airline Guide
9/16/2008 Cl/I1 /0 S'
Cape Air 00-1