HomeMy WebLinkAbout1st Amendment 03/11/2026
DATE: March 16, 2026
TO: Ammie Machan, Administrative Assistant
Tourist Development Council
FROM: Brynn Morey, Deputy Clerk
SUBJECT: March 11, 2026 BOCC Meeting
The following items have been executed and added to the record:
D6 Approval of 1st Amendment to Agreement with Starmark International, Inc. to include
Exhibit C- Expansion and Customization of Airtable dashboard in an amount not to exceed
$100,000 to be paid from fund 116.
Should you have any questions please feel free to contact me at (305) 292-3550.
cc: County Attorney
Finance
File
KEY WEST MARATHON PLANTATION KEY
500 Whitehead Street 3117 Overseas Highway 88770 Overseas Highway
Key West, Florida 33040 Marathon, Florida 33050 Plantation Key, Florida 33070
st
AMENDMENT (1AMENDMENT) TO AGREEMENT
March
11th
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________
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THIS AMENDMENT to Agreement dated thisday of 2026, is entered into by
and between the Board of County Commissioners for Monroe County (County), on behalf of the
Tourist Development Council, and Starmark International, Inc. (Contractor).
WHEREAS, there was an Agreement entered into on February 19, 2025 between the parties,
for Contractor to provide advertising services for the Tourist Development Council; and
WHEREAS, as part of the Agreement, the Contractor built a dashboard (also referred to as
Airtable) for reporting and data normalization in support of Key Performance Indicators (KPI) strategy
and reporting needs which included to develop new features and functionality as needed; and
WHEREAS, the dashboard system is being successfully utilized, and it has become necessary
to expand upon this existing dashboard to allow for new features and functionally to be used by 3406
North Roosevelt Boulevard Corporation d/b/a Visit Florida Keys’ (VFK) staff in their sales, marketing
and operational functions; and
WHEREAS, the Contractor has provided a proposal and cost estimate based upon the $154
rate in their agreement to buildout and expand the dashboard system to add a Customer Relationship
Management (CRM) System for the VFK Sales Team, a Project Management (PM) System for the
VFK Marketing and Communications Teamand an Operations Team System for the VFK
Finance/Compliance Team; and
WHEREAS, this amendment revises the Agreement to add Attachment C Expansion and
Customization of Airtable to develop new features and functions as set forth in more detail therein;
NOW, THEREFORE, in consideration of the mutual covenants contained herein, the parties
agree to the amended Agreement as follows:
1. The Agreement shall be amended to include Exhibit C – Expansion and Customization
of Airtable attached hereto in an amount not to exceed $100,000 to expand and
customize the current dashboard/Airtable platform to develop and implement a
Customer Relationship Management (CRM) system for the Sales Team, a Marketing
Team Project Management (PM) System, an Operations Team system, and a ticketing
system.
2. The remaining provisions of the agreement dated February 19, 2025, shall remain in full
force and effect.
Amendment #1
Starmark
Exhibit C –Expansion and Customization of Airtable
The Dashboard/Airtable platform will continue to be licensed to Monroe County. All Costs
are based upon $154 blended rate as set forth in the original agreement.
Customer Relationship Management (CRM) System for the Sales Team
Total One-time Cost: $16,478.00
The Sales team is in need of a cohesive Customer Relationship Management (CRM) system to track
corporate and sales meeting quotes, monitor follow-ups, export information, and integration of
Destinations International’s Event Impact Calculator
Scope of Work:
Dashboards: Create filterable dashboards for the topics of: Opportunities, Accounts,
Sources, Team, and Trace Report
Dashboard: Update to Monthly (not quarterly) and align with sales goals
CVENT Integration: Allow the upload of Request For Proposals for group/meetings
travel from CVENT to process and add the data to Airtable in a more automated way
Create more efficient interfaces, such as Interactions, Meeting Profiles, etc.
Opportunity Room Nights: Update so that a user can pick a start date and end date,
then enter the #rooms per each day in the range
An Economic Impact Calculator is needed for all events to determine "Overall
economic impact"* (Note: requires 3rd party license from Destination International to
be purchased by VFK)
Update Interactions to add a subject field, allow sending emails directly from Airtable,
auto populate the basic email template, and other items
Contacts: allow sales team to upload a picture of a Business Card on their mobile
phone to automatically enter a new contact
Refine all existing interfaces to shorten/tighten them up and ensure consistency
throughout the CRM
Create Partners Interaction Tracking to include communication tracking and status
tracking. Create a Duplicate an opportunity feature and update it for the following
year
Holistic review and refinement with the client for a round of feedback
Online Training and maintenance ticketing* system (See separate deliverable)
Marketing Team Project Management (PM) System
Total One-time cost: $28,952.00
Requirements/Background
The Marketing team is in need of a cohesive Project Management system to track projects such as
Event Support, Partner Projects, Activations and Sales Support (such as trade shows) to track work,
capacity, communicate information, send notifications and automate processes that are currently
manual. The Production Requested tool in the current marking calendar will be built out.
Scope of Work
Create Welcome Onboarding Screen to communicate top things to know about the
system
New tickets can be created via a Web form
Amendment #1
Starmark
Deliverables related to Partners should be documented for tracking purposes
Create Tickets that include the following Priorities (business value), Time Tracking,
Descriptions (which could include a check list), and Notifications
People should be attached to tickets as Requested By (one person), Owner (one
person), and Assignees (can be multiple)
The system should calculate capacity for team members and facilitate Resource
Planning
Team should automatically get a notification when they are assigned a ticket
Requestor should automatically get a notification when the status changes (in
progress as example)
All Tickets should roll up to a Project that is aligned with the VFK Organization's
strategic Objectives and priorities
Projects can Support an Event, a Meeting, a Partner, or Other Initiatives (such as
office renovation)
Projects that are recurring can have Templates with relative dates for their
assignments
The system will include dashboard(s) that can help facilitate weekly meeting agendas
(follow the system board as the agenda)
Dashboards can be filtered by Department to create focus
System needs to be mobile friendly
Operations Team system to track financial details for all projects
Total One-time cost: $18,018.00
Requirements/Background
The Operations/Finance team is in need of a cohesive system to manage vendors, invoices,
and purchase orders, budget line items (by fund, cost center and spend category), staff
procurement cards and reporting functions that are compatible with Workday.
Scope of Work
An Entity Relationship Diagram is needed to define the tables, fields, and
relationships to current databases
Simple documentation (or workflow/how to) should be built into the system to guide
users directly in Airtable
A Vendors table is needed to track all vendors (media, and non-media)
Vendor Contacts table to track all contacts and their role, title, phone and email
address
Purchase Order Workflow needs to be documented in order to guide users easily and
properly through the process
PO Table to track all POs and PO Requisitions and their current status in the process
An Invoices table is needed to track all invoices (media, and non-media)
A Department Head Upload form to post new Invoices to the system and notify
assigned staff
Invoice workflow rules can be established to automate review or actions needed
(based on amount, as example)
Create Expense Report forms that can be output in a way to easily import to Workday
All reporting should be in one place to make it easy for users who need access to the
information
Amendment #1
Starmark
Overall default values and settings should be manageable by the VFK team (or a
team admin)
Ticketing System
Total Estimated Cost of $27,720.00 for a 9-month period-This will be a reoccurring cost
which will vary depending upon usage.
A ticketing system for Visit Florida Key staff to request tactical updates, refinements or
maintenance items from Starmark. Production is for tactical production time only, updates,
edits and refinements to any of the above Airtable Systems as well as digital assets such as
emails, landing pages, offline assets such as flyers and presentations. Strategic or creative
support is not included in the above studio production support ticketing system.
Scope of Work
Anyone on VFK team can email helpdesk@starmark.com to create tickets
Create Web interface to track status of tickets (comments, attachments, status, etc)
All tickets will be addressed within 24-48 hours, or, Starmark will notify the VFK team
if the ticket will take longer than that
Weekly reporting of all active tickets as part of weekly status meeting
Reconcile hours used on a quarterly basis
Project is valid Jan 1, 2026 - Sept 30, 2026 (9 months)
Total One-time Cost: $63,448
Estimated on-going cost: $27,720
Total Cost: $91,168.00
Amendment #1
Starmark
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