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HomeMy WebLinkAboutItem D12 BOARD OF COUNTY COMMISSIONERS COUNTY of MONROE Mayor Michelle Lincoln,District 2 The Florida. Keys Mayor Pro Tem David Rice,District 4 p Craig Cates,District I James K. Scholl,District 3 Holly Merrill Raschein,District 5 Regular Meeting April 15, 2026 Agenda Item Number: D12 26-1615 BULK ITEM: Yes DEPARTMENT: Tourist Development Council TIME APPROXIMATE: N/A STAFF CONTACT: Ammie Machan AGENDA ITEM WORDING: Approval of updates and additions to TDC Marketing Plan for additional sales shows and conferences. ITEM BACKGROUND: This item is on the April 9, 2026 TDC meeting agenda for approval. PREVIOUS RELEVANT BOCC ACTION: INSURANCE REQUIRED: No CONTRACT/AGREEMENT CHANGES: STAFF RECOMMENDATION Approval DOCUMENTATION: FINANCIAL IMPACT: Effective Date: Upon Approval Expiration Date: September 30, 2026 Total Dollar Value of Contract: Total Cost to County: $57, 207 Current Year Portion: $57,207 Budgeted: Yes. Source of Funds: Tourist Development Tax Revenues CPI: N/A Indirect Costs: Estimated Ongoing Costs Not Included in above dollar amounts: Revenue Producing: N/A If yes, amount: Grant: County Match: Insurance Required: N/A Te Florldd Keys Aey st came ds you dre DATE: April 1, 2026 RE: Updates and Additional Travel not Included in the FY26 Marketing Plan As part of VFK's continued efforts to promote tourism to the destination, approval is requested for the following travel, forums and events that were not previously included in the FY 2026 Marketing Plan. The funds are available within the FY 2026 budget for these events. Skift Data + Al Summit Location: New York, NY Dates: June 3, 2026 Budget: Not to Exceed $2,415 for registration and $3,300 for travel Additional Information: This annual summit brings together senior travel industry leaders to share how data and Al are being applied to reshape travel operations. Attendance directly supports the "Data" pillar of VFK's TIDE Strategy in the FY26 Marketing Plan and our goal to build a comprehensive, AI-supported analytics system that delivers campaign intelligence in real time and provides insights to both internal teams and external stakeholders. Women Leading Travel Forum Location: New Orleans, LA Dates: June 8-10, 2026 Budget: Not to Exceed $7,785 for registration and $5,400 for travel Additional Information: Hosted by Skift, this invitation-only forum convenes senior women executives shaping growth, capital strategy, and the future of travel for three days of strategic insight and high-level connection. Attendance supports VFK's organizational resilience goals, including professional development through industry programs and engaging with DMO peers to exchange best practices and stay ahead of emerging trends. Smart Woman Summit & Smart Women in Meetings Awards Gala Location: Las Vegas, NV Dates: August 19-20, 2026 Budget: Not to Exceed $1,497 for registration and $3,500 for travel Additional Information: The Smart Women in Meetings Awards Gala is a premier hospitality and meetings industry event offering networking with DMO leaders, meeting planners, and hospitality executives. Attendance strengthens VFK's presence within the national meetings community and supports the FY 2026 Marketing Plan goal to create alliances with industry associations. Additionally, VFK's President & CEO Kara Franker will be recognized as a "Visionary" at the gala, Te Florldd Keys &Ke st ....0 come as YOU are bringing national visibility to the Florida Keys as a premier destination for meetings and events. U.S. Travel Association Group Network Task Force Meeting & Global Meetings Industry Day Location: Washington, D.C. Dates: May 6-8, 2026 Budget: Not to Exceed $1,500 for travel Attending: Ed Simon, Executive Vice President & Chief Opperating Officer Additional Information: Ed Simon serves as a member of the U.S. Travel Association Group Network Task Force and will attend the committee meeting on May 7, 2026. While in D.C. he will also attend Global Meetings Industry Day, an industry-wide advocacy event that brings together business events professionals to showcase the economic impact of meetings and conventions. Both events directly support the FY26 Marketing Plan goals to collaborate with U.S. Travel Association and industry partners and to develop and implement a robust MICE program. MMGY NextFactor MOJO Summit Location: Myrtle Beach, South Carolina Dates: April 27-30, 2026 Budget: Not to Exceed $2,500 for Travel Attending: Kara Franker, President & CEO Additional Information: The MMGY MOJO Summit is an invitation-only, executive- level conference hosted by MMGY Global that convenes destination marketing leaders for closed-door presentations, roundtable discussions, and strategic think- tank sessions on the future of destination marketing. MMGY Global is a strategic partner of Visit Florida Keys, serving as the agency partner of record for VisitFloridaKeys.com and lead the DestinationNEXT strategic road map guiding VFK's destination marketing efforts through 2028. Attendance directly supports the FY26 Marketing Plan goals to enhance the destination brand with data-driven insights, advance the TIDE Strategy's Data and Integration pillars, to collaborate with MMGY, and participate in industry boards and committees to gain first-hand experience with other DMOs on strategic tourism initiatives. The FloriddKeYS &Key st ®®.. come as you are DATE: April 1, 2026 TO: BOCC Members RE: Approval of Additional Sales Shows not Included in our FY26 Marketing Plan As part of Visit Florida Keys's continued sales efforts to promote tourism to the destination, approval is requested for the following travel, trade shows and events that were not planned at the time of completion of our FY 2026 Marketing Plan. The funds are available for these events within the approved FY 2026 budget. Lamont Company Associate Exchange Summit Location: Las Vegas, NV Dates: July 20-23, 2026 Budget: $4,500 registration, plus travel expenses not to exceed $1,500 This appointment-based event includes over 100 one-on-one meetings with Lamont Company's nationwide planning team, providing valuable opportunities to build relationships and generate new business opportunities. Adventure Travel World Summit (ATTA) Location: Quebec City, Canada Dates: September 14-17, 2026 Budget: $13,500 registration (includes annual membership and Marketplace table), plus travel expenses not to exceed $4,500 The Adventure Travel World Summit is the premier annual event for adventure travel professionals, bringing together approximately 800 tour operators, destination representatives, travel writers, and industry leaders from around the world. The event offers opportunities to explore industry trends, build connections, and engage in a destination marketplace, along with keynote sessions and expert-led panel discussions. MPI South Florida April Mixer Location: Miami, FL Date: April 8, 2026 Budget: $50 registration, plus travel expenses not to exceed $650 This networking event brings together meeting and hospitality industry professionals from across South Florida, providing an opportunity to strengthen relationships, maintain visibility in the regional market, and support future group sales and partnership development efforts. The Floridd &Key st `. . came dS you are FSAE Annual Conference Location: Orlando, FL Dates: July 15-17, 2026 Budget: $2,235 registration, sponsorship, and exhibitor costs, plus travel expenses not to exceed $2,375 The FSAE Annual Conference brings together association executives, industry partners, and suppliers from across Florida for education, networking, and business development. Attendance provides valuable opportunities to build relationships, showcase the destination, and generate group sales leads within the association market.