Item I03 I3
BOARD OF COUNTY COMMISSIONERS
COUNTY of MONROE �� i Mayor Holly Merrill Raschein,District 5
The Florida Keys Mayor Pro Tern James K.Scholl,District 3
Craig Cates,District 1
Michelle Lincoln,District 2
' David Rice,District 4
Board of County Commissioners Meeting
October 16, 2024
Agenda Item Number: I3
2023-3084
BULK ITEM: Yes DEPARTMENT: Airports
TIME APPROXIMATE: STAFF CONTACT: Katie Atkins
n/a
AGENDA ITEM WORDING:
Approval for Key West International Airport to support athletic programs at Key West High School
through a sponsorship of$5,000 and in accordance with promotional sponsorships Resolution No. 123-
2021.
ITEM BACKGROUND:
The Airport wishes to promote goodwill toward the County and the Airport and sponsor Key West High
School sports teams, training and competition. The Airport's logo and sponsorship will reach at least
5,000 views via banners displayed at each venue, the school's website, social media, t-shirts, and more
throughout the fall/winter sports season.
PREVIOUS RELEVANT BOCC ACTION:
Approval of Airport promotional sponsorship Resolution No. 123-2021 on March 17, 2021.
Approval of Airport promotional sponsorship to Key West High School on October 18, 2023.
INSURANCE REQUIRED:
No
CONTRACT/AGREEMENT CHANGES:
n/a
STAFF RECOMMENDATION: Approval
DOCUMENTATION:
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Resolution 123-2021.pdf
K WHS Sponsorship.pdf
FINANCIAL IMPACT:
Total Dollar Value of Contract: $5,000.00 Cost to County: $-0-
Budgeted: Yes Source of Funds: Airport Operating Fund 404
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RESOLUTION NO. 123 —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
INTERNATIONAL AIRPORT ENTERPRISE REVENUE FUNDS TO BE
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
to make known the advantages, facilities, resources, products, attractions, and attributes of its
airport; and
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
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
- -&,ected towards promoting public and industry awareness of airport facilities and services; and
WHEREAS, Key West International Airport has sponsored community organizations
and community events from Key West High School to the Naval Air Station Key West Air Show
to the Wounded Warrior Ride; and
WHEREAS,community involvement and community outreach through paid sponsorships
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:
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
of opinion concerning its airport and to cooperate with other agencies, public and private, to
accomplish these purposes.
Section 4. 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
PASSED AND ACCEPTED by the Board of County Commissioners of Monroe County,
Florida, at a meeting of said Board held on the 17th day of March, 2021. 3 .
w
Mayor Michelle Coldiron Yes w
in
Mayor Pro Tern David Rice �(es
Commissioner Craig Cates _
Commissioner Eddie Martinez Yew _
w �s Commissioner Mike Forster Yes w
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'# L BOARD OF COUNTY COMMISSIONERS
IN MADOK, Clerk OF MONRO
Byq By
As Deputy Cleric Mayor Michelle Coldiron
NRQ FAB EY2
P
AS NTY ATTORNEY
DM4 3/2/21
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EXHIBIT A
Ivey West
International Airport.
3441 South Roosevelt Boulevard Key West,Florida 33040
AIRPORT MEMO
From: Erick D'Leon,Asst. Director of Airports
To: Richard Strickland; Beth Leto
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
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
can continue to prosper efficiently and effectively within the physical and sociological limitations of
operating on an island.
Background
The Federal Aviation Administration(FAA)deems that public use airport's expenditure of funds for the
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
—purpnses 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
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
improvements,developed to meet air service demand, include a new terminal concourse and significant
roadway improvements to streamline and improve the passenger experience.
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
effort to establish a positive community relationship cannot be overstated.That relationship is fostered
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-prevrausly stated,the FAA offers clear guidance on haw 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,Polity and
Procedures Concerning the Use of Airport Revenue.
Additionally. Florida Statute 331.20 empowers the BDCC 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
Sponsorship: Youth Development,Tourism,Economic Development,Government Relations,
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 tither 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
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
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
nine cents;see below chart.
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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Key West High School
2100 Flagler Avenue
Key West, Florida 33040
wNCHS Tel. 305 293-1549
Fax 305 293-1547
ATHLETICS
Dear Conch Fans,
The Key West High School Athletic department welcomes you to the 2024-25 school year!
Our athletes and teams would not have reached this same level of greatness without the tremendous support of our
community and Conch fans. The Conch Pride Club has been established in an effort to increase recognition for those
businesses and individuals that give their financial support to assist our athletic teams and continue to help raise funds for
our programs. These funds will be used for facility improvements,athletic equipment,athletic training room supplies,
transportation for our athletes, student-athlete recognition ceremonies, and many other needs. For those businesses and
people who have continuously been our supporters,we APPRECIATE YOU, and hope the Conch Pride Club allows us to
recognize you in a larger way.
At this time,any amount will help our teams achieve their goals. There are five different levels of recognition.Your
donations enable you to become a Conch Pride Club member,with the level and benefits determined by your donation.
• Silver - $5000 -a banner at each venue, 7 all sports VIP passes, recognition on marquee,website, at the games,
Facebook page, and a sponsorship on a KWHS T-Shirt with recognition at the game they are sold.
• Crimson - $2500 -a banner at The Backyard Field and Bobby Menendez Gymnasium venues, 5 all sports VIP
passes, recognition on marquee,website, at the games, and Facebook page
• Gray -$1000 -a banner at The Backyard Field, 4 all sports VIP passes, recognition on website, at the games, and
Facebook page
• White - $500 -a banner at The Backyard Field, 2 all sports VIP passes, recognition on website, and at the games
• Conch Alumni/Fans - $250 or less - 1 all sports VIP pass ($250),recognition on website,and alumni will be
announced during games.
If you have any questions,please contact me at, at 305-293-1549 ext. 54406 or andrew.freemanLc�,keysschools.com.
The KWHS Athletic department appreciates your ongoing support! Conch Pride is a beautiful thing. It comes from the
heart and lives inside you forever! Go Conchs!
Sincerely,
(&td w 5-wemA a a
Andrew Freeman
Athletic Director, Key West High School
(305) 293-1549 ext. 54406
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Conch Pride Club 2024-25
QNCHS
Name of Individual or Business: Key West International Airport
Contact Person: Richard Strickland or Katie Atkins
Mailing Address: 3491 South Roosevelt Blvd.
City: Key West State: FL Zip Code: 33040
Phone: 305.393.7742 (Strickland) or 305.304.7096 (Atkins)
Email: Strickland-Richard@monroecounty-fl.gov or Atkins-Katie@monroecounty-fl.gov
KWHS Alumni members:
Class of:
Sports played:
Please check the level of donation.
Silver: X Crimson: Gray: White:
Conch Alumni/Fans:
If you are a banner sponsor—please email artwork to andrew.freeman(e,keysschools.com. Banners will
be printed by Bert Budde. If you have your own banner, you can drop it off to the athletic office.
Please make checks out to Key West High School. Return forms and check to Key West High School,
2100 Flagler Ave, Key West, FL 33040. Return forms ASAP so we can get your banner ready to hang
for the pre-season football game on August 18tn
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