HomeMy WebLinkAboutItem I02 COUNTY of MONROE BOARD OF COUNTY COMMISSIONERS
Mayor Michelle Lincoln,District 2
The Florida Keys Mayor Pro Tem David Rice,District 4
a
e
Craig Cates,District 1
e' Tames K. Scholl,District 3
� Holly Merrill Raschein,District 5
Regular Meeting
May 20, 2026
Agenda Item Number:
26-6328
BULK ITEM: Yes DEPARTMENT: Airports
TIME APPROXIMATE: n/a STAFF CONTACT: Katie Atkins
AGENDA ITEM WORDING: Approval to sponsor 4th of July Fireworks events hosted by Key
West Rotary, Lower Keys Rotary, Marathon Rotary, Upper Keys Rotary, and Key Largo Chamber of
Commerce in accordance with Airport promotional sponsorship Resolution No. 123-2021.
ITEM BACKGROUND: The Airport desires to promote goodwill throughout the County by
sponsoring 2026 Independence Day fireworks events in Key Largo, Upper Keys/Islamorada,
Marathon, Big Pine/Lower Keys and Key West. As shown in the attached documents, the
sponsorships will reach thousands of residents and visitors by way of advertisements; media
recognition(print/radio/social media); promotional material; and mention of the Airport through
Rotary and Chamber of Commerce events, websites, advertising, and social media.
PREVIOUS RELEVANT BOCC ACTION:
Approval of Airport promotional sponsorship Resolution No. 123-2021 on March 17, 2021;
Approval to sponsor 4th of July Fireworks on June 16, 2021;
Approval to sponsor 4th of July Fireworks on May 18, 2022;
Approval to sponsor 4th of July Fireworks on May 17, 2023;
Approval to sponsor 4th of July Fireworks on April 17, 2024;
Approval to sponsor 4th of July Fireworks on March 25,2025
INSURANCE REQUIRED: No
CONTRACT/AGREEMENT CHANGES: N/a
STAFF RECOMMENDATION: Approval
DOCUMENTATION:
2026 July 4 Sponsorship Reports.pdf
2026 July 4 Sponsorship Forms.pdf
Resolution 123.pdf.
FINANCIAL IMPACT:
Effective Date:
Expiration Date:
Total Dollar Value of Contract: $75,000 ($15,000 for each of the five sponsorships)
Total Cost to County: $0
Current Year Portion:
Budgeted:
Source of Funds: Airport Operating Fund 404
CPI:
Indirect Costs:
Estimated Ongoing Costs Not Included in above dollar amounts:
Revenue Producing: n/a If yes, amount:
Grant:
County Match:
Insurance Required: no
Approval12. to sponsor July Fireworks events hosted by Key West Rotary, Lower Keys
Marathont , Upper Keys Rotary, and Key Largo Chamber of Commercei
accordance with ipromotional i li -202 1.
2026 July 4 Sponsorshi p Re ports
KEY LARGO74
�
t'hamMr of Cnmmurcc
Key West International Airport Key Largo Chamber of Commerce
106000 Overseas Highway
Attn: Richard Strickland Atten: Suzi Youngberg
3491 S. Roosevelt Blvd. Key Largo, FL 33037
Key West, FL 305-451-1414
33040
The Key Largo Chamber of Commerce event is formally branded as "Celebrating Freedom' and features a
parade, picnic and fireworks. Sponsor funding is marketed beyond just locals, as it is positioned as a
tourism draw for the Upper Keys.
It is promoted as a destination event through the Chamber's social media, local Facebook groups and
community partners. The strategy leans heavily on organic social reach.The Key Largo Chamber of
Commerce has more than 14,000 followers with a reach of nearly 60,000 in the months surrounding the
event through posts such as photos, albums, links, videos, and status.
The event is promoted on the Chamber's website featuring the Key West International Airport logo. Print
campaigns in the Keys Weekly magazine and website garner at least 140,000 views through eblasts and
campaigns. A poster featuring the Airport logo is also hung along the fence at Rowell's Parkin Key Largo.
In recent years, the event has expanded to add a picnic, Kid Zone, live entertainment and a VIP area. The
airport's logo will be viewed at least 200,000 times between social media, websites, e-blasts, and two
banners (one at the morning parade and one at the entrance to the fireworks show.
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The Rotary
Club of'
Marathon
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To: Richard Strickland
3491 S. Roosevelt Blvd.
Key West, FL 33040
The Rotary Club of Marathon
Subject: Fourth of July Event Report
Marathon's Independence Day celebration is our largest community party of the year. More than
4,000 people attend the event on Sombrero Beach each year, and most of them stay until the
fireworks honestly, the best small town fireworks display in America.
The fireworks crowd grows larger, both on land and with the literally hundreds of boats (and
thousands more people) that watch from the water. July 4 always draws a big crowd, both locals and
visitors. In recognition of our sponsors, our Rotary Club is placing a full two-page spread ad in the
Weekly Newspapers. The Marathon issue of this newspaper is home-delivered as well as distributed
to nearly every commercial and retail location. They have a print circulation of more than 5,000
copies a week, as well as more than 50,000 unique online visitors per month racking up a half-million
page views.
Our sponsors will also be recognized on our radio campaign on WWUS-FM radio with heavy
rotation of our ads the week before the event. Marathon & The Middle Florida Keys Magazine
promotes the July 4 Celebration with a feature story and donated ads that highlight our main
sponsor as well. Additionally, the Rotary Club of Marathon's Facebook page gets behind the
celebration with a special event page that is cross-promoted among all the various local Marathon
and Middle Keys groups.
Recognition of our main sponsor accompanies these posts, which garner tens of thousands of
impressions. Our club is honored to have the Key West International Airport as our main sponsor
again. We are grateful for the support as we continue our work that has enabled us to donate more
than $350,000 to scholarships and local charities over the past four years.
A,
Lower Keys Rotary Club
P.O. Box 431957
f ilf 91oi,
Big Pine Key, FL. 33043
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Lower Keys Rotary Statistics
Roughly 5,000 people attend the annual Lower Keys Rotary Fourth of July celebration.
The $15,000 sponsorship guarantees displayed banners, approximately 29,000
impressions per month via The News Barometer and advertising included. The Lower
Keys Rotary social media (Facebook and shared on Twitter) has around Fifteen
Hundred followers with a Post Reach of approximately 5,500. These posts are all
shared on the Lower Keys Chamber of Commerce site with their roughly 1,500
followers and a post reach of 23,100. Key West International Airport will also appear in
the Chamber newsletter that has 900 subscribers. The Airport will be mentioned on US
1 Radio (the #1 station in the Keys) as well as on KeysTalk radio.
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2026 July 4 Sponsorship Forms
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t'hamMr of Cnmmurcc
Key West International Airport Key Largo Chamber of Commerce
106000 Overseas Highway
Attn: Richard Strickland Atten: Suzi Youngberg
3491 S. Roosevelt Blvd. Key Largo, FL 33037
Key West, FL 305-451-1414
33040
4th of July 2026 Fireworks Show- Key Largo- Free Community Event
Presenting Fireworks Sponsor $15,P000
Sponsor Benefit Package
Title Sponsor With Key Largo Chamber of Commerce
Angel Fish Chamber Trustee Package
Link on Chamber event day web page
One Year Full page Ad in Legend
Recognition in all media promotion
Exclusive advertising at the VIP Sponsors tent
VIP seating for up to 20 people
First Float placement in Parade
Banner in the parade and at Key Largo Community Park Picnic (Company Provides)
Logo on banners, website, social media and poster
One person from your organization will be honored as a parade judge
Overwhelming community appreciation
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FOR-MORE INFORMATION, PLEASE CONTACT".
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3491 S. Roosevelt Blvd.
Street
C ity, Key West Stlate FL I Zi p, 33040
ease m a ke yo u ir chieck payable'tlo:RIOTARY CLUB,OFMARATHION
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or,call for pickup,.305,942,,160,69
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THANKYOUFROM THER,011TARY CLUS OFMAIRATHOM! Mairathon-,Rotar-y
For mar�,
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Sponsor Information
Name: Richard Strickland/Key West International Airport
Email: Strickland-Richard@MonroeCounty-FL.Gov
Address 3491 S. Roosevelt Blvd., Key West FL 33040
Phone: 305-393-7742
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Sponsor Information
Name: Richard Strickland/Key West International Airport
Email: Strickland-Richard@MonroeCounty-FL.Gov
Address 3491 S. Roosevelt Blvd., Key West FL 33040
Phone: 305-393-7742
RESOLUTION NO. 1 — 0 1
A RESOLUTION OF THE BOARD OF COUNTY COMMISSIONERSF
MO ROE COUNTY, FLORIDA DELEGATING AUTHORITY IT TO THE
DIRECTOR OF AIRPORTS AN D APPROVING THE USE OF KEY WEST
INTERNATIONAL ANION AFL AIRPORT ENTERPRISE REVENUE FUNDS TO BE
USED FOR PROMOTIONAL SPONSORSHIPS.
WHEREAS, Florida Stat ut 1.20 grants to the Board of County Commissioners the
right,power,and authority to publicize, ad vert1se,and promote the act i iti es of its airport in ord er
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. 7 , February 16, 1999, and
WHEREAS, the Policies and Procedures Conceming the Use of Airport Revenues lists
the permitted uses of airport revenue and includes, among other things, the full costs of activities
- - - - -d imelped 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 drool to the Naval Air Station Key West Air Show
to the wounded w arTi or Ride; and
WHEREAS,community involvement and community outreach through paid sponsorships
f 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 nter'pr*s
revenue funds to support community promotional sponsorships;
NOW, THEREFORE, BE IT RESOLVED BY THE BOARD OF COUNTY
COMMISSIONERS F MO ROE COUNTY, FLORIDA,
Section 1. The Monroe County BO (The Board) desires to establish a positive
relationship with the community and Key West Int ernat i or al 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
1
and attributes of the Key West Intern ati nal 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 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 he defined as the total
number of individuals the outreach activity is estimated to reach. The Board hereby authon'zes
sponsorship expenditures to publicize, advertise, and promote the activities of its airport 1n the
following amounts:
Rate of Community Ma i m u m Director Expense
Exposure
- --- --- p to S,000 people $5,000.00
5,001 to 10,E people $100000.00
Greater than 10,000 $19,999.99
PAS SED AND A C C E P T E D by the Board of County Cormmission ers of Monroe County,
Florida, at a meeting of said Board held on the 17th day of March, 202 1.
11Iar Michelle rir Ye ;
Mayor Pro Teri David Rice
Commissioner r rai CatesYes '
ornrrrislorrer Eddie MartinezA
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Commissioner Mike Forster �
BOARD OF COUNTY COMMISSIONERS
III MADOl , Clerk OF MONRO
By By
i I ;: lirk Mayor Michelle Coldiron -
NE ccchm ArmnNEV
WV FOFW
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A 8 M P&AW Y"x M'm-E y'
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EXHIBIT
Key West
International Airport.
3491 South Roosevelt Boulevard Key West,Florida 33040
AIRPORT MEMO
From: Erich D'Leon,Asst. Director of Airports
To: Richard Strickland.; Beth Leto
Date: October 30, 2020
Re: Ai rport P rornot ion and Comm u n sty Resat ions
introduction
The Key West International Airport is a substantial component of the Kerr West community and offers
the island's most significant economic engine with a combined annual economic output totaling 5
milllon.As the Airport continues to exhibit rapid growth trends in eve ry 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 el within the physical and sociological limitations of
operating on an island.
Background
The Fede ra I Aviat ion Adm inist ration(FAA)deems t bat pu bI is use a irpo rt�s expendit u re of fu rids 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
--pur-pnsps 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
pr ril
'des 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.
As a point of reference.,the Key West t International Airport,like many other commercial airports,
th rough a cony bination of Fede ra I,State,a nd Al rpo rt generated fu rrds*ma intains a f dera Illy ma ndat d
Noise Insulation Program (VIP)for eligible fa m i l residences.The NIP has expended substantial funding
to lessen the impact,and associated burden,of aircraft noise to single fa m i l homes es and multi-famil
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 comet u n ity"s tou risrn based economy,the isla nd of Key West is horn a to on IV twenty fire thousa nd
permanent residents. In a small town community,such as Ivey 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
ma rketi ng efforts,a nd the encou ra erne nt of co nsta nt feedback from the comm u niter th rough 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
marketi rig efforts.
The local community is vital to the future success of the airport. Utilizing simple marketing efforts such
as banner advertisements and other key si nage, local evert 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 Ivey West High School Athletics Dept.,
a local non-profit youth athletics dance association,or a wounded warriors ride,the effort ensures the
Airport ma intai ns a pos itive position with in the growth and da i ly life of the comm u nity that su pports the
Airport's operation.
State and Federal Guidance
As-p-revkyusly stated,t he FAA offers clea r gu ida nce on h air revenues used for promotiona I ma rketin
efforts,and revenues used for donations to charitable community service organizations are classified as
perm itted uses.The guidance can be found in Federal Register/Vol.64o.Pgs. 7696-7723, Policy and
Procedures Concerning the Use of Airport Revenue.
Add itiona Illy, Florida Statute 33 1.20 ern powers the BOCC to a pe nd fu rids to pu bl icize a nd promote the
airport and its related facilities, and to create a favorable climate of opinion in the interest of promoting
and a ng nderi ng goodwill town rd its a 1 rp rt.
Policy Request
We req nest to clarify that pro mot iona I,ma rketin ,a nd Comm u nity outreach efforts in addit ion
to
ch a rita ble donations a re,as defined by ex istl ng state a nd federal guidelines., a rt of the Air �� � rt s norma I
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,&Either 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
ector
ill be provided with the same liberties that are afforded with other aspects of the daily� duties
P �+t�es
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 ire 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 ton 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 airports�s specific i
� � c financial
situation.The specific level of director approved expenditures will be based on the level of exposure re the
expense will provide. For example, If the expenditure will offer a small amount of exposure, up to fig
thousand people,for the airport,the expense will be limited to five thousand dollars. if
the expense will
offer a med iu rn a mou nt of exposu re,five thou s nd to ten thousa rid people,the expense ill be limited ted
to ten thousand dollars. If the expense is expected to offer the Airport a significant amount of exposure,
rep
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 ety
nine cents;see below chart.
Rate of Exposure .-Maximum Director Expense
Epp to 5,000 people 500 .
j- o to 10,000 people 10,000.00
Greater than 10x000 1 x 9 .9
Additionally,significant exposure expenses over the Director's procurement authority
y will abide by the
policies and Procedures already outlined within the ou nty's purchasing polic �with regard to County
Manager approval and or BOCC approval.