Loading...
HomeMy WebLinkAboutItem D03COUNTY of MONROE The Florida Keys BOARD OF COUNTY COMMISSIONERS Mayor Michelle Lincoln, District 2 Mayor Pro Tem David Rice, District 4 Craig Cates, District 1 James K. Scholl, District 3 Holly Merrill Raschein, District 5 Regular Meeting March 11, 2026 Agenda Item Number: D3 26-0581 BULK ITEM: Yes DEPARTMENT: Tourist Development Council TIME APPROXIMATE: STAFF CONTACT: Ammie Machan AGENDA ITEM WORDING: Approval of updates and additions to TDC FY 2026 Marketing Plan for additional sales shows, conferences and National Tourism Week activation. ITEM BACKGROUND: TDC approved at their meeting of February 12, 2026 PREVIOUS RELEVANT BOCC ACTION: INSURANCE REQUIRED: No CONTRACT/AGREEMENT CHANGES: STAFF RECOMMENDATION Approval DOCUMENTATION: FINANCIAL IMPACT: Effective Date: Expiration Date: Total Dollar Value of Contract: Total Cost to County: Current Year Portion: Budgeted: Yes Source of Funds: CPI: Indirect Costs: Estimated Ongoing Costs Not Included in above dollar amounts: Revenue Producing: If yes, amount: Grant: County Match: Insurance Required: The Floridd �.ey._ &_,K,, e y W e S t DATE: February 26, 2026 TO: BOCC Members RE: Approval of Additional Sales Shows not Included in the Marketing Plan As part of Visit Florida Keys' continued sales efforts to promote tourism to the destination, approval is requested for the following travel, trade shows and events that were not previously included in the FY 2026 Marketing Plan. The funds are available within the approved FY 2026 budget for these events. MPI South Florida February Mixer Location: Miami, FL Dates: February 19-20, 2026 Budget: $35 Registration, plus travel expenses not to exceed $325 This networking event, hosted by the MPI South Florida Chapter, provides Visit Florida Keys with the opportunity to engage directly with local meeting planners and industry partners. Participation supports relationship -building and ongoing visibility within the South Florida meetings and events community. Midwest Roadshow (CONFAB) Location: Chicago, IL; Naperville, IL; and Minneapolis, MN Dates: February 23-27, 2026 Budget: $4,000 Registration, plus travel expenses not to exceed $2,375 Participation in the Midwest Roadshow (CONFAB) includes a series of one-on-one, appointment -based sales events that equals over 60 face to face opportunities, with pre -qualified meeting planners across key Midwest markets. This program allows Visit Florida Keys to present the destination directly to planners actively sourcing new meetings and group business opportunities, while building relationships and increasing awareness within these target markets. Brand USA Latin America Travel Week Location: Rio de Janeiro, Brazil Dates: March 15-19, 2026 Budget: $7,000 Registration, plus travel expenses not to exceed $6,000 Brand USA Latin America is an international trade event focused on the Latin American market, presenting latest market trends and providing scheduled appointments with tour operators and travel trade partners. Participation supports Visit Florida Keys' efforts to - - - - - - I - 1 - - - - - - - - 1 1 1 -, - - - - - -- - - L 1 1 L. - A - - - - I - - - - - i - - - The Floridd �.ey._ &_,K,, e y W e S t Northeast Roadshow (CONFAB) Location: New York, NY and Boston, MA Dates: April 13-16, 2026 Budget: $2,800 Registration, plus travel expenses not to exceed $1,500 Participation in the Northeast Roadshow (CONFAB) includes a series of one-on-one, appointment -based sales events that equals over 60 face to face opportunities with pre - qualified meeting planners in key Northeast markets. This program provides Visit Florida Keys with direct access to planners actively sourcing meetings and group business, supporting continued growth within this important regional market. Retreats Resources New South Roadshow Location: Atlanta, GA; Tennessee markets Dates: April 13-16, 2026 Budget: $5,500 Registration, plus travel expenses not to exceed $1,050 Partnering with Retreats Resources, this multi -city roadshow provides face-to-face appointments with pre -qualified incentive and meetings buyers across emerging Southeast markets. Participation supports Visit Florida Keys' group sales strategy by targeting new opportunities within high -potential regional markets, and as this inaugural Southern Roadshow provides an opportunity to engage early with qualified buyers in these emerging markets. The Balance Show Location: Reno, NV Dates: May 2-7, 2026 Budget: $6,500 Registration, plus travel expenses not to exceed $1,800 The Balance Show is a national tradeshow focused on incentive, corporate, and association meeting planners. Participation includes pre -scheduled appointments and networking opportunities with more than 150 qualified planners, allowing Visit Florida Keys to showcase the destination and generate new group and incentive travel opportunities. CCRA PowerSolutions LIVE Location: Tampa, FL Dates: June 23, 2026 Budget: $4,000 Registration, plus travel expenses not to exceed $2,000 CCRA PowerSolutions LIVE is an invitation -only sales event connecting destinations with top -producing travel advisors through structured appointments and networking opportunities. Participation allows Visit Florida Keys to strengthen relationships with key The FlOridd Keys Aey, e t �M� ft&A"" Brand USA Travel Week — Europe Location: Amsterdam, The Netherlands Dates: September 28—October 1, 2026 Budget: $8,500 Registration, plus travel expenses not to exceed $11,500 Brand USA Travel Week — Europe is a premier international trade event that brings together U.S. destinations and top European travel buyers for pre -scheduled business - to -business appointments and networking. Participation supports Visit Florida Keys' international marketing efforts by increasing awareness, strengthening trade relationships, and driving future visitation from key European markets. The FloriddKeYS & Key st •..._ •.:. you r.. DATE: February 26, 2026 TO: Board of County Commission RE: Consideration and Action re: National Travel & Tourism Week Expenditures National Travel & Tourism Week (NTTW) is a nationally recognized annual observance led by the U.S. Travel Association that highlights the economic, social, and cultural impact of travel and tourism across the country. Participation in NTTW is included in and aligned with the FY marketing plan previously approved by the TDC Board. The purpose of this memo is to request approval of the individual line -item expenditures associated with the planned NTTW activation. Event Overview • Date: Monday, May 4, 2026 This activation is designed to recognize and celebrate tourism's role in the Florida Keys while generating earned media, social content, and community goodwill. Programming will reinforce responsible recreation, local engagement, and destination stewardship. The total budget for this promotion will not exceed $10,500. Estimated costs for each element are provided below; final invoiced amounts may vary by vendor and event needs, provided the total cost remains within the $10,500 cap. Planned Activities & Budget Justification Proclamation Photo Opportunity Monroe County Mayor Lincoln will sign an official NTTW proclamation during a staged photo opportunity that showcases the Florida Keys lifestyle and reinforces our stewardship message. This high -visibility moment is intended to generate strong earned media coverage and highly shareable content while strengthening the destination brand and our commitment to responsible, outdoor recreation. • Live Music — Estimated $2,500 Live music supports local talent and helps drive attendance, creating an inviting environment that encourages community participation and extended engagement throughout the event. • Visit Florida Keys Promotional Booth — Estimated $3,500 The booth will distribute branded promotional items and provide educational materials focused on responsible tourism, stewardship messaging, and visitor awareness. This element directly supports strategic goals related to sustainable tourism and resident relations. The FloriddKeYS & Key st •..._ •:. you r. • Professional Photographer / Aerial Footage — Estimated $1,500 Professional photography and aerial footage will capture high -quality, reusable assets for post -event marketing, public relations, and social media. These evergreen visuals extend the value of the activation well beyond the event date and can be repurposed across future campaigns. Table, Chair & Linen Rentals — Estimated $2,000 Tables, chairs, and linens are required to support the overall guest experience and event operations. This includes providing seating and table space for attendees to sit and eat after purchasing food from on -site trucks, as well as general gathering space throughout the activation. These rentals support a safe, welcoming, and well - organized public event and encourage guests to remain on -site longer. Permit & Insurance Fees — Estimated $1,000 Permit and insurance fees are required to reserve and operate within the designated public space and to ensure compliance with applicable site rules and safety requirements. Securing the proper permits and coverage supports safe event operations, appropriate use of public facilities, and coordination with relevant agencies as needed. • Food Truck (No TDC Funds Requested) Food will be available for purchase; guests will pay individually. No TDC funds are requested for food service. Budget Summary Total event expenditures: Not to exceed $10,500 Conclusion To deliver this NTTW activation in a safe, organized, and media -ready manner, staff must secure the vendor services outlined above. These line items represent the essential, limited investments required to execute an approved marketing initiative, expand community engagement, and capture professional content that will continue to support destination marketing and stewardship messaging after the event concludes. We respectfully request approval of these line items so staff can confirm vendors and finalize logistics within required lead times.