HomeMy WebLinkAbout4th Amendment 12/10/2025 Amendment #4 to the Consulting Agreement
THIS AMENDMENT to the Consulting Agreement dated the 24t" day of September
2025, is entered into on this 28th day of October, 2025 by and between the 3406
North Roosevelt Boulevard Corporation d/b/a Visit Florida Keys (Client or VFK), a
corporation incorporated in the State of Florida and William A. Hanbury, Academy
Street Collaboration, LLC (Consultant).
WHEREAS, there was an Agreement dated September 24, 2024, for a term from
September 17, 2024 to January 17, 2025, between the parties for the Consultant
to provide consulting services to the Client; and
WHEREAS, there was a First Amendment to correctly reflect Client's corporate
name and a Second Amendment entered into on January 13, 2024 to extend the
Agreement to June 5, 2025, and to expand the scope of consulting services to the
client; and
WHEREAS, there was a Third Amendment entered into on May 22, 2025 to extend
the term to October 6, 2025, and to expand the scope of consulting services to
the client; and
NOW THEREFORE, it has become necessary to amend the Agreement again to
extend the consulting services scope for an additional four months from October 6
6, 2025, to February 6, 2026.
NOW THEREFORE, in consideration of the mutual covenants contained herein, the
parties agree to amend the Agreement as follows:
1. The Consultant Deliverables and Services Provided shall be revised to
include the following new deliverables and services and the continuation
of services as set forth below for the term of October 6, 2025 to February
6, 2026:
1) In consultation with the VFK's CEO, the Consultant will author, present and
record four new modules to the VFK's Training Days Program for all VFK
employees over the four-month assignment. The proposed new modules
include: 1) Adapting Organization-Wide Al Solutions 2) Florida Keys Tourism
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Sustainability and Regeneration, 3) Data and Creativity...the Alchemy
Comprising of the FY2025-26 Advertising Plan, 4) Implementing VFK's Brand
Architecture. For each session the Consultant will collaborate with VFK staff
experts on these topics.
2) Working in concert with the VFK's CEO and Executive Vice President, the
consultant will design a Proposed Incentive Program for VFK employees to
potentially implement in FY2026-27. This Plan would reflect the strategic
requirements of the Florida Keys as a world class destination, and the needs
of VFK's valued employees. The program would motivate employees to
achieve both organizational goals (mutually shared by the VFK team) and
personal individualized goals (specific to their scope of responsibility). The
primary objective of the Incentive Plan is to retain and attract highly skilled
employees, while ensuring compensation policies are transparent, fair, and
aligned with Destination Marketing Organizations (DMO) best practices.
3) The Consultant will complete the authoring of additions/revisions to the
TDC Operations Manual. Further, the Consultant will guide these
additions/revisions through the TDC and BOCC approval process. The
Consultant will provide full transparency on any changes from current to
proposed verbiage using "track change" document formatting. The changes
to be proposed are required to comply with both the Destination Marketing
Accreditation Program (DMAP) accreditation standards and DMO best
practices. With this task accomplished, the Consultant will also author
additions/revisions to the VFK's Policies & Procedures to comply with DMAP
and industry best practices. The Consultant is collaborating with Karie
Lindpere and Ammie Macham on this initiative.
4) The consultant will review DMO best practices to recommend possible
additions/revisions to board governance topics currently residing within the
TDC Operations Manual. The consultant will work cooperatively with VFK's
CEO and Chairperson to develop these proposed governance revisions and
additions. This project will include a review of other Florida-based DMOs
and USA-based competitive-set DMOs as a reference concerning board
governance standards.
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5) In collaboration with the Chairperson and VFK's CEO, the Consultant will
complete the final requirements relative to the TDC/VFK Remediation Plan
originally developed by in the Cherry Bekaert Risk Assessment and the four
County Audits. This also includes completing the implementation of the
Florida Ethics Institute's TDC/VFK Policies and Procedures
recommendations.
6) The DMAP accreditation process is led by Kaire Lindpere. The Consultant
will support the DMAP accreditation process in three specific ways: 1)
authoring documents to comply with the standard; 2) advising Ms. Lindpere
related to nexus of DMAP policies and industry best practices; 3) working
directly with VFK staff to assure compliance with the new DMAP standards.
The Consultant will continue to support this project through the submission
of the documents to Destinations International, scheduled for March 2026.
7) The Consultant will continue to assist the CEO with the DestinationNEXT
strategic planning process. This program is in the Final stages of completion,
and the consultant will interact with DestinationNEXT Lead Consultant,
Cassandra McAuley, and Ms. Lindpere through the project's conclusion. The
Consultant will work with the VFK team to assure the outcomes from the
Strategic Plan are executed across the organization. The Plan remains a top
organizational priority.
8) The Consultant will continue to work on the following deliverables and
services as outlined in the original Consulting Agreement. This includes:
a) Work with the CEO regarding internal organizational structure.
b) Participate in weekly senior leadership meetings and full staff meetings.
c) Address short-term issues/topics as identified by the CEO, which may
require resolution.
d) Report to the CEO on a day-to-day basis and be part of all regular
meetings regarding management strategy and tactics, either in-person
or via Zoom/Teams.
e) As instructed by the CEO, provide coaching and mentoring support to
senior leadership. Further assist the CEO, as needed, with employee
recruitment and searches by identifying and vetting perspective
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employees. This also includes assisting with onboarding and training
new employees. The upcoming Comptroller candidate vetting and
employment onboarding will be a key priority during the consulting
assignment timeframe.
2. TERMS OF THE AGREEMENT shall be revised to add the following:
The Term of the Agreement shall be extended for a period to begin on
October 6, 2025, and will remain in full force and effect until February 6,
2026, or subject to earlier termination as provided by the original
Agreement.
3. The COMPENSATION shall be revised to add the following:
For services rendered by the Consultant, as required by this Amended Consulting
Agreement, the Client will provide compensation for the Consultant of $250 per
hour for up to 60 hours per month of the Consultant's allocated time for a cost not
to exceed $15,000 monthly. The total billable-hour cost of the four-month
Consulting Assignment will not exceed $60,000. The Consultant will invoice the
Client monthly for services previously rendered in the month. No billable time will
be allocated by the Consultant for travel time to and from Key West.
4. The REIMBURSEMENT OF EXPENSES shall be revised to add the following:
Estimated travel expenses for the four-month period, October 6, 2025, to
February 6, 2026, will not exceed $12,000. Expenses will not be billed if not
incurred. The Consultant will continue to adhere to all VFK expense provisions as
required by the original agreement.
5. This Amendment shall be retroactively effective to October 6, 2025.
6. All other provisions, as noted in the original Consulting Agreement, as
amended by Amendment 1, 2, and 3 remain in full force and effect.
In witness therefore the parties have set their hands and seal on this day, and year
first written above.
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3406 North Roosevelt Blvd. Corporation d/b/a Visit Florida Keys
By " � M '5; C
Diane Schmidt
12/10/25
Date
Academy Street Collaboration, LLC
BY , m 1 K
William A. Hanbury, Principal
Date 12/10/25
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