Documentview.aspx?DID=10142

ADA ASSISTANCE: If you are a person with a disability who needs special accommodations in order to participate in this proceeding, please contact the County Administrator's Office, by phoning (305) 292-4441, between the hours of 8:30 a.m. - 5:00 p.m., no later than five (5) calendar days prior to the scheduled meeting; if you are hearing or voice impaired, call "711".

AGENDA

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL TUESDAY, MARCH 22, 2016 MARRIOTT BEACHSIDE RESORT, KEY WEST, 10:00 A.M.

*Any person that wishes to be heard on any agenda item shall notify administrative staff prior to the start of the meeting. A. B. C. D.

Call to Order Roll Call Mission Statement 1. Additions and Approval of the Agenda

E.

Approval of the Minutes 1.

February 2, 2016

Regular Meeting Minutes

BULK APPROVALS (Recommended Bulk Items are BOLD)

F.

Budget 1. Four Penny Revenue Report

G.

Public Relations 1. Status Report 2. Ameurop Report 3. Consideration and Action re: National Lesbian and Gay Journalist Association 2016 Conference 4. Presentation: Current PR

H.

Film Commission 1. Status Report

I.

Advertising 1. Review of Monthly Accounting Breakdown & FY 2016 General Destination & Umbrella Campaign Recap 2. Response Report – FYI 3. Advertising Recap – FYI 4. Search Engine Marketing Report – FYI 5. Presentation: Washington, DC Campaign

J.

Sales and Marketing 1. Status Report

K.

Research 1. Status Report 2. Review of VIS Call Reports March 22, 2016

3. 4. 5.

Monitoring Economic Status Update Presentation: Targeting Freshwater Anglers Consideration and Action re: Arrivalist Media ROI

L.

Administrative 1. Status Report 2. Directors Report 3. Operations Manual Update – FYI 4. 2015 Annual Report - FYI

M.

Website 1. Website Status Report 2. Presentation: New Website Design

N.

TDC Related Items

O.

District Advisory Committee Items 1. District I a). DAC I January 13, 2016 Regular Meeting Minutes – FYI b). Consideration and Action re: Agreement with Key West Chamber of Commerce, Inc. to provide Visitor Information Services c). Consideration and Action re: Extension to Agreement with the City of Key West for the Truman Waterfront Park Amphitheater and Public Parking Project (DAC I 2.

3.

approved 3/2/16)

District II a). DAC II January 12, 2016 Regular Meeting Minutes – FYI b). Consideration and Action re: Agreement with Lower Keys Chamber of Commerce, Inc. to provide Visitor Information Services District III a). DAC III January 13, 2016 Regular Meeting Minutes – FYI b). Consideration and Action re: Agreement with Greater Marathon Chamber of Commerce, Inc. to provide Visitor Information Services c). Consideration and Action re: Extension to Agreement with Dolphin Research Center, Inc. for the DRC Construct Welcome Building Project (DAC III approved d).

3/2/16)

Consideration and Action re: Extension to Agreement with Dolphin Research Center, Inc. for the DRC Construct Animal Care & Training Office Building (DAC III approved 3/2/16)

4.

District IV a). DAC IV January 12, 2016 Regular Meeting Minutes – FYI b). Consideration and Action re: Agreement with Islamorada Chamber of Commerce, Inc. to provide Visitor Information Services c). Consideration and Action re: Beach Road Trip Weekend Assignment of Contract

5.

District V a). DAC V Regular Meeting Minutes – FYI b). Consideration and Action re: Margaret Laron/Lodging Representative

(DAC IV approved 3/1/16)

March 22, 2016

P.

Cultural Umbrella 1. Minutes of Cultural Umbrella Meeting – FYI

Q.

Fishing Umbrella 1. Minutes of Fishing Umbrella Meeting – FYI

R.

Dive umbrella 1. Minutes of Dive Umbrella Meeting – FYI

S. T.

Public/Industry Input General Discussion

Adjourn the meeting of the Monroe County Tourist Development Council Convene meeting as Visit Florida Keys U.

Visit Florida Keys 1. Consideration and Action re: Visit Florida Keys portion of the February 2, 2016 meeting minutes 2. Consideration and Action re: Visit Florida Keys Corporation Agreement Extension

Adjourn the meeting of Visit Florida Keys

March 22, 2016

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Consideration and Action re: February 2, 2016 Regular Meeting Minutes

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: Approval TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

E.1.

Monroe County Tourist Development Council Meeting The February 2, 2016 regular meeting of the Monroe County Tourist Development Council was called to order by Vice Chairperson George Fernandez at 10:00 a.m., at the Holiday Inn Key Largo. TDC Members Present Were: Mayor Heather Carruthers, Mr. James Bernardin, Ms. Julie Fondriest, Ms. Veronica Harris, and Ms. Gayle Tippett TDC Members Absent Were: Ms. Rita Irwin (1st absence in Fiscal Year), Mr. Peter Batty (2nd absence in Fiscal Year) and Mayor Craig Cates (1st absence in Fiscal Year) District Advisory Committee Chairpersons Present Were: Ms. Patti Stanley (DAC IV) and Mr. Russell Yagel (DAC V) District Advisory Committee Chairpersons Absent Were: Ms. Diane Schmidt (DAC I), Mr. Kevin Freestone (DAC II), Ms. Vicki Tashjian (DAC III) Agencies Present Were: Mr. John Underwood and Mr. Eric Gitlin - Tinsley Advertising, Mr. Clinton Barras - Floridakeys.com, Mr. Andy Newman and Ms. Julie Botteri - NewmanPR Staff Present Were: Ms. Cynthia Hall – Assistant County Attorney, Mr. Harold Wheeler – TDC Marketing Director, Ms. Jessica Bennett – Director of Market Research, Ms. Rita Troxel – Film Commissioner, Ms. Maxine Pacini and Ms. Ammie Machan Approval of the Agenda: Ms. Fondriest moved approval of the agenda as presented, Mayor Carruthers seconded. Motion passed unanimously. Approval of the Minutes: Ms. Fondriest moved approval of the December 15, 2015 regular TDC meeting minutes as presented, Mayor Carruthers seconded. Motion passed unanimously. Approval of the Agenda Bulk Items: Ms. Fondriest moved approval of the following bulk items: F. G. H. I.

J. K.

L.

Budget Four Penny Revenue Report 1. Public Relations Status Report 1. 2. Ameurop Report Film Commission 1. Status Report Advertising Review of monthly accounting breakdown & FY 2015 Generic Destination & Umbrella campaign recap 1. 2. Response Report – FYI 3. Advertising Recap – FYI 4. Search Engine Marketing Report – FYI Sales and Marketing Status Report 1. 2. Sales Resolution Research Status Report 1. 2. Review of VIS Call Reports 3. Monitoring Economic Status Update Administrative Status Report 1.

Monroe County Tourist Development Council February 2, 2016 Page 2

M. N. O.

P. Q. R.

2. Director’s Report 3. Operations Manual Update - FYI Website 1. Website Status Report TDC Related Items Consideration and Action re: Permission to Advertise Destination and Turnkey Event Funding Application 1. District Advisory Committee Items 1. District I DAC I October 7, 2015 Regular Meeting Minutes – FYI a). nd b). Consideration and Action re: District I 2 Round FY 2016 Capital Project Funding Allocations totaling $1,147,713 (DAC I approved 1/13/16) 2. District II DAC II December 1, 2015 Regular Meeting Minutes – FYI a). b). Consideration and Action re: Deborah Halama/Tourist Related Representative 3. District III DAC III December 2, 2015 Regular Meeting Minutes – FYI a). nd b). Consideration and Action re: District III 2 Round FY 2016 Capital Project Funding Allocations totaling $546,599 (DAC III approved 1/13/16) 4. District IV DAC IV December 1, 2015 Regular Meeting Minutes – FYI a). nd b). Consideration and Action re: District IV 2 Round FY 2016 Capital Project Funding Allocations totaling $38,500 (DAC IV approved 1/12/16) 5. District V DAC V December 1, 2015 Regular Meeting Minutes – FYI a). nd b). Consideration and Action re: District V 2 Round FY 2016 Capital Project Funding Allocations totaling $27,826 (DAC V approved 1/12/16) Cultural Umbrella Minutes of Cultural Umbrella Meeting – FYI 1. Fishing Umbrella Minutes of Fishing Umbrella Meeting – FYI 1. Dive Umbrella Minutes of Dive Umbrella Meeting – FYI 1.

Mr. Bernardin seconded. Motion passed unanimously. Ms. Tippett arrived at 10:04 Presentation: Winter Season Campaign: Mr. Gitlin presented an overview of the Winter 2016 media plan in an amount of $9,327,711: Winter 2016 Media Budget Summary Generic DAC I/Key West DAC II/Big Pine & Lower Keys DAC III/Marathon DAC IV/Islamorada DAC V/Key Largo Cultural Umbrella Dive Umbrella Fishing Umbrella

$ 3,189,414 $ 2,713,095 $ 390,844 $ 763,446 $ 679,021 $ 788,000 $ 216,111 $ 382,958 $ 204,822

Monroe County Tourist Development Council February 2, 2016 Page 3

Mr. Gitlin explained that the Winter media plan has a large national presence, but also focuses on key winter markets including the north-east and mid-west. Television accounts for the largest segment of the Winter media plan with ads airing on national cable networks, spot market tv, and fishing programs. He showed an example of a television ad that aired in the Washington, DC market during winter storm Jonas, and stated that during the storm, Florida Keys ads were aired once an hour. Mr. Gitlin outlined the digital campaign which includes pre-roll ads, which air before online video content, mobile swipe ads, and a new “3-D” style ad. Also a part of the digital campaign is a paid post on The New York Times’ website featuring the Keys. This documentary style ad will be posted in March and will feature video, photos and articles about the Keys. Mr. Gitlin showed examples of generic and district specific magazine ads. Another aspect of the Winter media plan includes a “Train Station Domination” campaign, featuring over 200 ads in two Washington, DC train stations and 220 posters on the trains that service those stations. Mr. Gitlin showed examples of several of the ads and posters that are being displayed. Presentation: Film Impact Study – Netflix’s Bloodline: Ms. Bennett introduced the study and explained that the purpose was twofold. First the study examined the impact that the production of Netfix’s Bloodline had on the Florida Keys’ economy, and secondly it examined the impact that the series had on travel to the Keys. The study showed that the production, including induced and indirect impacts, had a 53.2 million dollar state-wide economic impact, and an 8.6 million dollar Keys specific impact. This created or supported 670 state-wide jobs, and 157 Keys specific jobs. The second part of the study looked at the impact that the series had on travelers’ views and likelihood to travel to the Keys. The study showed that eight out of ten viewers of the show found the Florida Keys more appealing as a result of watching the show, and that the Keys were a good place to relax and have fun. The study also showed a higher percent of people who had viewed the show intended to travel to the Keys, and/or recommend the Keys to their family and friends than people who had not viewed the show. The total economic of impact of season one of the series, including film induced tourism and production totaled $70.9 million. Ms. Bennett shared that to capitalize on season two of the series that a dedicated film information section has been added to the Florida Keys webpage, with information on Bloodline and other productions that have filmed in the Keys. Content-Recognition Technology is also being used. This technology scans online videos for content related to Bloodline and allows a pre-roll Florida Keys ad to be played before the user views the video. Ms. Fondriest asked if there were plans for the series to continue filming in the Keys past season two. Ms. Troxel responded that while she could not speak for the production company, that the elimination of the tax incentives from the State of Florida could impact the continuation of filming the series in the keys. Mr. Wheeler requested permission from the Board to write a letter to Florida Legislators in support of tax incentives for production companies filming in Florida. The Board was in agreement to allow Mr. Wheeler to write a letter in support of legislation supporting the film industry in Florida. Consideration and Action re: Permission to Advertise for an Advertising Agency: Mr. Wheeler informed the Board that the current agreement with Tinsley Advertising to provide advertising services expires on September 30, 2016. Mr. Wheeler reviewed the sections of the RFP, including a draft agreement.

Monroe County Tourist Development Council February 2, 2016 Page 4

Mr. Wheeler explained that the Advertising Selection/Negotiation committee, comprised of Chairperson Irwin, Mr. Fernandez and Ms. Tippett will select up to three (3) agencies to make an audio/visual presentation to the TDC at the June 14, 2016 TDC meeting. After selection of an agency by the TDC, the Negotiation Committee will schedule a date late in June to meet with the agency. Once negotiations are complete, an agreement will be brought back to the TDC for approval. After TDC approval of the agreement it will be placed on the following BOCC agenda for final approval. Mr. Bernardin moved approval of the Advertising Agency RFP as presented, Ms. Harris seconded. Motion passed unanimously. There being no further business, the meeting was adjourned at 11:20 a.m. General Discussion: Mr. Newman updated the Board on the Zika virus. He informed the board of that the agency had sent out to update the public informing them that there are no advisory against travel to the Keys and that they have been no reported cases of the virus in the Keys. Visit Florida Keys Meeting The February 2, 2016, meeting of the Visit Florida Keys was called to order by Vice President George Fernandez at 11:20 a.m. at the Holiday Inn Key Largo. TDC Members Present Were: Mayor Heather Carruthers, Mr. James Bernardin, Ms. Julie Fondriest, Ms. Veronica Harris, Ms. Gayle Tippett TDC Members Absent Were: Ms. Rita Irwin, Mr. Peter Batty and Mayor Craig Cates U.1.: Consideration and Action re: Visit Florida Keys portion of the December 15, 2015 Meeting Minutes: Mayor Carruthers moved approval of the Visit Florida Keys portion of the December 15, 2015 meeting minutes, Ms. Tippett seconded. Motion passed unanimously. There being no further business of the corporation, the meeting was adjourned at 11:21a.m.

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Four Penny Revenue Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

F.1.

FOUR PENNY REVENUE REPORT Fiscal Year 2015 - 2016

$-

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

$4,000,000

$4,500,000

$3,790,079

FEB

$4,436,017

MAR

$3,274,775

APR

$2,701,300

MAY

$2,545,996

JUN

$2,909,496

JUL

$2,331,959

AUG

$1,672,611

SEP

$2,128,755

OCT

$2,463,422

NOV

$3,184,768

DEC

$3,565,182

JAN

FEBRUARY 2015 - JANUARY 2016

MARKET SHARE

FY 1997

$5,000,000

FY 1998

FY 1999

FY 2000

FY 2001

FEBRUARY 2014 - JANUARY 2015

FY 2002

FY 2003

FY 2004

FY 2005

FY 2006

FY 2007

FY 2008

FY 2009

FY 2010

FY 2011

FY 2012

FY 2013

FY 2014

FY 2015

FY 2016 YEAR TO DATE

DISTRICT I DISTRICT II DISTRICT III DISTRICT IV DISTRICT V

54.72% 5.29% 11.51% 12.42% 16.06%

53.99% 5.21% 11.77% 12.87% 16.16%

54.29% 4.48% 11.73% 12.88% 16.62%

53.67% 5.11% 11.98% 12.70% 16.55%

53.37% 5.03% 13.30% 12.74% 15.56%

53.68% 5.53% 13.58% 12.91% 14.30%

53.73% 5.33% 13.99% 12.86% 14.08%

53.96% 5.67% 13.59% 12.85% 13.93%

53.41% 5.65% 13.58% 13.15% 14.20%

52.19% 5.94% 14.69% 13.58% 13.60%

51.59% 5.97% 14.64% 13.59% 14.22%

54.78% 5.65% 12.76% 12.75% 14.05%

57.33% 5.41% 14.34% 9.51% 13.40%

57.93% 5.28% 14.05% 10.42% 12.32%

58.03% 5.05% 14.37% 10.81% 11.75%

58.31% 4.85% 14.16% 11.00% 11.68%

57.89% 5.02% 14.00% 11.28% 11.81%

56.72% 5.90% 14.33% 11.01% 12.03%

56.06% 5.93% 15.03% 10.71% 12.27%

59.28% 5.39% 14.10% 9.73% 11.50%

TOTAL

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

This is a management report to reflect tourist tax revenues collected and remitted in Monroe County. Revenue is shown in the month collected in Monroe County. FY2016 is from October 1, 2015 to September 30, 2016. DISCLAIMER: The figures are provided by DOR/Finance Department/Tax Collector's Office. Beginning October 1991, the figures are unaudited from the Finance Department. NOTE: NOTE: NOTE: NOTE: NOTE: NOTE: NOTE: NOTE:

As the result of an audit, Dist II was credited $10,843.57 in tax revenues, interest and penalties in the 12/14 tax report for collection period 01/11-12/13. The amount was distributed over the 36 month period. As the result of an audit, Dist III was credited $20,533.78 in tax revenues, interest and penalties in the 12/14 tax report for collection period 07/10-06/13. The amount was distributed over the 36 month period. As the result of an audit, Dist II was credited $1,549.08 in tax revenues, interest and penalties in the 01/15 tax report for collection period 01/11-12/13. The amount was distributed over the 36 month period. As the result of an audit, Dist III was credited $2,843.14 in tax revenues, interest and penalties in the 01/15 tax report for collection period 07/10-06/13. The amount was distributed over 13 misc. months of the 36 month period. As the result of an audit, Dist II was credited $1,549.14 in tax revenues, interest and penalties in the 02/15 tax report for collection period 01/11-12/13. The amount was distributed over the 36 month period. As the result of an audit, Dist III was credited $2,843.14 in tax revenues, interest and penalties in the 02/15 tax report for collection period 06/10-12/13. The amount was distributed into misc. months over the 36 month period. As the result of an audit, Dist III was credited $2,843.14 in tax revenues, interest and penalties in the 03/15 tax report for collection period 07/10-6/13. The amount was distributed into misc. months over the 27 month period. As the result of an audit, Dist III was credited $5,686.24 in tax revenues, interest and penalties in the 05/15 tax report for collection period 07/10-6/13. The amount was distributed into misc. months over the 27 month period.

Priceline settlement revenues have been added to the January figures for years 2004 through 2010, with an additionnal amount added to July 2010 (to reflect the addition of 1 cent to bed tax collections.) NOTE: As the result of a Priceline.Com settlement, Dist I was credited $581,701.00 in tax revenues in the 02/11 tax report for collection period 01/04-01/10. The amount was distributed over the 7 year period. NOTE: As the result of a Priceline.Com settlement, Dist II was credited $61,377.50 in tax revenues in the 02/11 tax report for collection period 01/04-01/10. The amount was distributed over the 7 year period. NOTE: As the result of a Priceline.Com settlement, Dist III was credited $149,734.93 in tax revenues in the 02/11 tax report for collection period 01/04-01/10. The amount was distributed over the 7 year period. NOTE: As the result of a Priceline.Com settlement, Dist IV was credited $134,490.20 in tax revenues in the 02/11 tax report for collection period 01/04-01/10. The amount was distributed over the 7 year period. NOTE: As the result of a Priceline.Com settlement, Dist V was credited $148,942.69 in tax revenues in the 02/11 tax report for collection period 01/04-01/10. The amount was distributed over the 7 year period.

1 Cent added to Bed Tax By Monroe County, June 2009 Monroe County Tourist Development Council Administrative Office 03/07/2016

FOUR PENNY REVENUE REPORT Fiscal Year 2015 - 2016 DISTRICT I

[Key West: Encompasses the city limits of Key West] FY 2011

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

$ $ $ $ $ $ $ $ $ $ $ $

TOTAL

$ 12,988,473.64

% INC/DEC PREVIOUS YEAR

817,908.06 855,700.83 970,733.90 1,145,683.76 1,380,210.89 1,704,061.11 1,405,852.40 1,124,594.90 964,434.26 1,106,623.54 842,747.17 669,922.82

FY 2012 $ $ $ $ $ $ $ $ $ $ $ $

987,882.45 1,073,235.82 1,170,008.63 1,376,297.11 1,607,755.93 1,915,699.01 1,431,816.41 1,229,388.35 1,088,369.55 1,174,449.03 884,282.46 729,614.22

$ 14,668,798.97

13.7%

DISTRICT I

FY 2013 $ $ $ $ $ $ $ $ $ $ $ $

1,069,729.90 1,118,616.30 1,255,441.33 1,527,608.88 1,691,486.16 2,046,864.96 1,496,522.44 1,328,553.55 1,148,908.35 1,245,438.58 1,054,739.10 765,621.41

$ 15,749,530.96

12.9%

FY 2014 $ $ $ $ $ $ $ $ $ $ $ $

1,182,816.79 1,244,022.87 1,487,794.92 1,738,209.17 1,890,306.26 2,157,141.25 1,667,857.35 1,500,533.98 1,215,901.77 1,297,044.76 1,168,399.54 811,542.70

$ 17,361,571.36

7.4%

FY 2015 $ $ $ $ $ $ $ $ $ $ $ $

1,276,149.09 1,331,974.01 1,648,090.37 1,934,092.78 2,132,192.82 2,352,331.89 1,835,438.60 1,568,743.33 1,316,896.84 1,517,001.06 1,241,920.98 995,783.33

$ 19,150,615.10

10.2%

FY 2016 VS FY 2015 $ INC/DEC % INC/DEC

FY 2016 $ $ $ $

1,391,295.75 1,537,126.54 1,798,123.56 1,996,841.96

$ $ $ $

115,146.66 205,152.53 150,033.19 62,749.18

9.0% 15.4% 9.1% 3.2%

$ 6,723,387.81

$

533,081.56

8.6%

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

10.3%

Priceline settlement reflected

DISTRICT II

[Lower Keys: From the city limits of Key West to the west end of the Seven Mile Bridge] FY 2011

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

$ $ $ $ $ $ $ $ $ $ $ $

TOTAL

$ 1,129,779.80

% INC/DEC PREVIOUS YEAR

55,977.79 60,571.77 90,668.94 116,532.26 143,654.51 156,210.13 108,024.99 86,676.91 82,539.78 100,734.70 72,812.46 55,375.56

8.6%

FY 2012 $ $ $ $ $ $ $ $ $ $ $ $

61,828.71 69,965.72 108,401.61 135,979.94 159,065.43 173,904.33 113,933.33 91,096.06 83,878.67 95,466.02 71,854.31 54,040.26

$ 1,219,414.39 7.9%

FY 2013 $ $ $ $ $ $ $ $ $ $ $ $

58,696.92 72,139.46 111,010.57 143,356.70 161,851.65 198,126.22 112,845.73 108,789.89 99,418.89 117,248.22 104,987.63 77,289.23

$ 1,365,761.11 12.0%

FY 2014 $ $ $ $ $ $ $ $ $ $ $ $

77,019.70 91,003.66 154,662.02 209,177.08 211,338.01 254,318.69 158,526.77 134,794.96 133,712.71 159,863.13 140,108.12 82,885.51

$ 1,807,410.36 32.3%

DISTRICT II

FY 2015 $ $ $ $ $ $ $ $ $ $ $ $

94,581.53 100,239.23 182,155.15 256,304.61 236,960.76 276,234.81 176,237.93 147,674.43 152,175.40 180,883.31 147,062.25 76,664.31

$ $ $ $

82,973.70 117,313.45 172,758.30 238,231.21

$ $ $ $

(11,607.83) 17,074.22 (9,396.85) (18,073.40)

-12.3% 17.0% -5.2% -7.1%

$ 2,027,173.72

$

611,276.66

$

(22,003.86)

-3.5%

12.2%

Priceline settlement reflected

1 Cent added to Bed Tax By Monroe County, June 2009 Monroe County Tourist Development Council Administrative Office 03/07/2016

FY 2016 VS FY 2016 $ INC/DEC % INC/DEC

FY 2016

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

FOUR PENNY REVENUE REPORT Fiscal Year 2015 - 2016 DISTRICT III

[Marathon: From the west end of the Seven Mile Bridge to Long Key Bridge] FY 2011

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

$ $ $ $ $ $ $ $ $ $ $ $

TOTAL

$ 3,215,625.63

% INC/DEC PREVIOUS YEAR

107,191.63 139,722.16 251,086.35 265,003.82 332,079.65 452,227.80 353,997.54 254,071.56 304,068.60 382,889.81 255,254.48 118,032.23

FY 2012 $ $ $ $ $ $ $ $ $ $ $ $

129,639.40 169,389.11 295,322.69 306,147.84 395,098.66 521,723.14 355,727.41 259,023.83 345,032.25 382,037.78 270,686.65 132,512.95

$ 3,562,341.71

16.1%

FY 2013 $ $ $ $ $ $ $ $ $ $ $ $

138,292.19 180,171.72 285,993.17 357,022.25 403,451.94 549,708.63 322,807.73 281,396.67 370,520.64 430,469.68 342,872.15 144,756.46

$ 3,807,463.23

10.8%

FY 2014 $ $ $ $ $ $ $ $ $ $ $ $

171,626.40 211,853.13 376,314.29 395,316.35 463,903.23 611,557.33 435,382.79 322,980.60 391,346.62 457,321.39 387,993.52 160,780.93

$ 4,386,376.58

6.9%

DISTRICT III FY 2015

$ $ $ $ $ $ $ $ $ $ $ $

196,991.84 242,920.38 436,188.90 513,409.35 550,337.65 707,000.12 490,093.42 378,751.47 456,906.61 513,496.67 424,159.75 222,899.28

$ 5,133,155.44

15.2%

FY 2016 VS FY 2015 $ INC/DEC % INC/DEC

FY 2016 $ $ $ $

234,503.99 292,421.26 499,162.92 572,948.67

$ $ $ $

37,512.15 49,500.88 62,974.02 59,539.32

19.0% 20.4% 14.4% 11.6%

$ 1,599,036.84

$

209,526.37

15.1%

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

17.0%

Priceline settlement reflected

DISTRICT IV

[Islamorada: Between Long Key Bridge and MM 90.939] FY 2011

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

$ $ $ $ $ $ $ $ $ $ $ $

TOTAL

$ 2,419,513.10

% INC/DEC PREVIOUS YEAR

107,926.32 123,948.75 158,357.86 223,755.50 245,930.30 336,218.85 284,398.21 215,338.07 211,151.02 226,443.99 172,291.28 113,752.95

17.7%

FY 2012 $ $ $ $ $ $ $ $ $ $ $ $

132,811.73 171,695.65 202,623.09 205,246.97 288,730.92 390,134.55 298,737.87 245,274.23 230,376.50 268,826.93 194,980.07 137,851.21

$ 2,767,289.72 14.4%

DISTRICT IV

FY 2013 $ $ $ $ $ $ $ $ $ $ $ $

152,906.27 190,779.36 247,320.95 252,120.55 320,562.57 430,087.14 295,946.38 255,411.27 265,232.19 285,940.96 234,238.12 139,385.24

$ 3,069,931.00 10.9%

FY 2014 $ $ $ $ $ $ $ $ $ $ $ $

163,576.49 209,034.39 275,276.07 279,304.11 353,812.01 454,971.81 341,082.07 295,981.90 275,337.97 309,923.17 265,206.30 147,375.48

$ 3,370,881.77 9.8%

FY 2015 $ $ $ $ $ $ $ $ $ $ $ $

188,828.82 214,795.63 303,178.45 325,526.95 384,253.40 489,631.47 364,910.34 307,088.21 296,330.37 334,328.05 266,462.83 183,552.84

$ 3,658,887.36

$ $ $ $

202,880.06 236,957.64 327,968.38 336,215.56

$ $ $ $

14,051.24 22,162.01 24,789.93 10,688.61

7.4% 10.3% 8.2% 3.3%

$ 1,104,021.64

$

71,691.79

6.9%

8.5%

Priceline settlement reflected

1 Cent added to Bed Tax By Monroe County, June 2009 Monroe County Tourist Development Council Administrative Office 03/07/2016

FY 2016 VS FY 2015 $ INC/DEC % INC/DEC

FY 2016

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

FOUR PENNY REVENUE REPORT Fiscal Year 2015 - 2016 DISTRICT V

[Key Largo: From Mile Marker 90.940 to the County Line, including mainland portions of Monroe County -- MM 118] FY 2011

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

$ $ $ $ $ $ $ $ $ $ $ $

TOTAL

$ 2,629,566.40

% INC/DEC PREVIOUS YEAR

118,068.61 156,545.81 199,329.75 161,729.90 287,577.36 398,455.45 308,667.86 215,333.15 219,635.04 255,380.71 171,653.59 137,189.17

FY 2012 $ $ $ $ $ $ $ $ $ $ $ $

131,946.71 203,181.21 244,443.10 254,836.49 324,232.88 430,369.76 315,922.12 220,073.51 241,622.27 252,775.35 183,066.30 135,032.66

$ 2,937,502.36

8.2%

FY 2013 $ $ $ $ $ $ $ $ $ $ $ $

147,804.86 204,151.56 265,442.04 297,644.91 340,384.61 501,620.92 286,989.48 248,002.25 261,185.90 282,129.22 228,445.69 147,716.51

$ 3,211,517.95

11.7%

FY 2014 $ $ $ $ $ $ $ $ $ $ $ $

162,169.14 219,869.46 320,481.41 349,698.16 409,847.97 540,061.17 377,775.79 279,429.06 280,357.16 310,877.01 262,381.37 170,575.29

$ 3,683,522.99

9.3%

FY 2015 $ $ $ $ $ $ $ $ $ $ $ $

205,747.58 253,461.29 372,576.25 422,512.40 486,334.54 610,818.57 408,094.88 299,042.73 323,687.25 363,787.33 252,353.02 193,711.56

$ 4,192,127.40

14.7%

FY 2016 $ $ $ $

DISTRICT V FY 2016 VS FY 2015 $ INC/DEC % INC/DEC

217,101.61 279,603.56 386,755.28 420,944.89

$ $ $ $

11,354.03 26,142.27 14,179.03 (1,567.51)

5.5% 10.3% 3.8% -0.4%

$ 1,304,405.34

$

50,107.82

4.0%

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

13.8%

Priceline settlement reflected

MONROE COUNTY FY 2011 OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

$ $ $ $ $ $ $ $ $ $ $ $

TOTAL

$ 22,382,958.57

% INC/DEC PREVIOUS YEAR

1,207,072.41 1,336,489.32 1,670,176.80 1,912,705.24 2,389,452.71 3,047,173.34 2,460,941.00 1,896,014.59 1,781,828.70 2,072,072.75 1,514,758.98 1,094,272.73

13.5%

FY 2012 $ $ $ $ $ $ $ $ $ $ $ $

1,444,109.00 1,687,467.51 2,020,799.12 2,278,508.35 2,774,883.82 3,431,830.79 2,516,137.14 2,044,855.98 1,989,279.24 2,173,555.11 1,604,869.79 1,189,051.30

$ 25,155,347.15 12.4%

FY 2013 $ $ $ $ $ $ $ $ $ $ $ $

1,567,430.14 1,765,858.40 2,165,208.06 2,577,753.29 2,917,736.93 3,726,407.87 2,515,111.76 2,222,153.63 2,145,265.97 2,361,226.66 1,965,282.69 1,274,768.85

$ 27,204,204.25 8.1%

FY 2014 $ $ $ $ $ $ $ $ $ $ $ $

1,757,208.52 1,975,783.51 2,614,528.71 2,971,704.87 3,329,207.48 4,018,050.25 2,980,624.77 2,533,720.50 2,296,656.23 2,535,029.46 2,224,088.85 1,373,159.91

$ 30,609,763.06 12.5%

FY 2015 $ $ $ $ $ $ $ $ $ $ $ $

1,962,298.86 2,143,390.54 2,942,189.12 3,451,846.09 3,790,079.17 4,436,016.86 3,274,775.17 2,701,300.17 2,545,996.47 2,909,496.42 2,331,958.83 1,672,611.32

$ 34,161,959.02

FY 2016 $ $ $ $

2,128,755.11 2,463,422.45 3,184,768.44 3,565,182.29

$ $ $ $

166,456.25 320,031.91 242,579.32 113,336.20

8.5% 14.9% 8.2% 3.3%

$ 11,342,128.29

$

842,403.68

8.0%

11.6%

Total Priceline settlement reflected

1 Cent added to Bed Tax By Monroe County, June 2009 Monroe County Tourist Development Council Administrative Office 03/07/2016

MONROE COUNTY FY 2016 VS FY 2015 $ INC/DEC % INC/DEC OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Public Relations Status Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

NewmanPR

DEADLINE DATE:

March 11, 2016

G.1.

2140 S. Dixie Hwy., Suite 203 Miami FL 33133 305-461-3300 305-857-9230 • Facsimile [email protected] March 5, 2016 TO: Monroe County Tourist Development Council FROM: Andy Newman and Carol Shaughnessy, NewmanPR RE: Report on public relations activities from Jan. 18, 2016, through March 5, 2016 The following report highlights ongoing public relations activities from Jan. 18, 2016, through March 5, 2016, in addition to fulfillment of media requests, coordinating individual media itineraries and writing various news releases, as performed on a regular basis for general and umbrella promotions. PR Plan Activities

Status of Proposed Activities

Attend TDC meeting

Agency representatives attended TDC meeting.

Attend DAC meetings

Agency representative Carol Shaughnessy attended DAC I and II meetings; agency representative Julie Botteri attended DAC II, III, IV and V meetings.

International: Pan-European Bloggers Trip

Girl Pops the Question Project

British affiliate KBC and NewmanPR finalized all arrangements for, and NewmanPR representatives led, a “Seize the Keys” pan-European bloggers group press trip to the Keys that took place Jan. 24-30. High-profile bloggers were selected from the U.K., Germany and Scandinavia to share the Keys experience and provide significant social media coverage of the destination. Itinerary elements included a tour of Key Largo Chocolates, discovering the African Queen, biking the Old Seven Mile Bridge, an educational tour of the Turtle Hospital, visits to Robbie’s Marina and Bahia Honda State Park, a seaplane excursion to the Dry Tortugas, a ghost hunt and significant free time to explore attractions. KBC partnered with the specialist magazine “Wedding Ideas” to run a “Girl Pops the Question” promotion and competition for a couple to win a dream Florida Keys wedding. The competition solicited stories from girls and women who wanted to propose to their boyfriends on Feb. 29, 2016, per Leap Year tradition, as a way to showcase the Keys’ wedding opportunities. Promotional elements included a double-page spread that appeared in the magazine’s February issue, a dedicated landing page on the publication’s website, a dedicated e-newsletter sent to 38,000 magazine subscribers and significant social media coverage. The contest drew 240 entrants through the magazine’s competition page. KBC

coordinated all aspects of a video shoot on the Feb. 29 proposal by winner Kristina Altoft, which was staged at King’s Cross rail station, and the edit of the footage for social media distribution. The edited video went live March 1 on the Keys Facebook page and YouTube channel. A press release containing a summary of the project and the video content captured on the day was distributed to a highly targeted media list, mostly comprising female-focused titles. The video was also shared with “Wedding Ideas” for use on their website and social media channels. KBC similarly shared the content socially. As of March 5, the video had drawn over 2800 views on You Tube and over 6,900 views on Facebook. The wedding is to take place in the late spring of 2016 at Islamorada’s Amara Cay Resort. Visit USA “Meet the Media”

KBC promoted the Florida Keys & Key West at the Visit USA Association’s Meet the Media event in London as well as other events. KBC met with and pitched destination content to representatives of media including Hello Magazine, National Geographic, Selling Travel, the Guardian, Essentially America, the Daily Mirror and Sunday Mirror, the Daily Telegraph, Travel Weekly, Gay Star News and ASTA Magazine.

Brand USA/TravMedia Events

At recent Brand USA and TravMedia events, KBC met with and pitched Keys stories to representatives of media outlets including Travel Weekly, National Geographic, Essentially America, the Daily Mirror and Sunday Mirror, Daily Meal, Just Luxe, Woman and Woman’s Own.

German ITB Planning

German affiliate LMG finalized arrangements to support the Florida Keys & Key West at ITB Berlin, known as the world’s leading travel trade show and set for March 2016, and meet with attending media. LMG sent invitations to targeted media contacts and has confirmed appointments with 24 representatives of newspapers and magazines as well as bloggers. LMG’s Katja Driess plans to be on-site at the Keys booth on all three trade days, and the agency has arranged for a photograph of the Keys delegation at the booth for media purposes. In addition, LMG is planning to represent the destination at ITB’s Gay and Lesbian Media Network Brunch, has provided input for a Visit Florida ITB update and has prepared Facebook posts to promote the Keys’ presence.

German Cineplex Project

LMG is working with the production company Media 24 to arrange a Florida Keys shoot for the travel documentary “What to Do and See in Florida.” The documentary is to be shown at 90 Cineplex cinemas in 66 German cities and will feature locations including Robbie’s Marina, the Turtle Hospital and the Ernest Hemingway Home & Museum. The shoot is being planned for the end of March.

German “Road Trip” Press Trip

LMG has begun planning a July 10-15 press trip with a Florida Keys “road trip” theme. LMG will select five media members to participate. Organization of all elements is ongoing.

German Culinary Project

LMG is planning a Keys culinary event in Munich to showcase the destination through its cuisine to German and Swiss food, lifestyle and online media and bloggers. LMG finalized an event logo using a crowd-sourcing platform and is making arrangements for printed recipe cards and a small Culinary Keys recipe book. The event is tentatively scheduled for late spring.

Swedish Literary Initiative

In conjunction with promoting the Florida Keys Flash Fiction Contest to selected Swedish travel, literature and consumer web media, Scandinavian affiliate Comvision pitched the Florida Keys’ literary heritage, Hemingway and the literary experience for visitors to Reis magazine. As a result, a twopage article in Reis is forthcoming.

Copenhagen Travel Fair

Comvision finalized all arrangements to represent the destination at Copenhagen’s Travel Fair and prepared press kits for attending media.

Stockholm Blogger Concept

Comvision is investigating the possibility of participating in a bloggers’ event in Stockholm and holding a competition to win a Keys vacation.

Montreal Media Mission

Canadian affiliate LMA coordinated a bloggers’ breakfast designed to generate media and social sharing awareness and attention to the Keys during the winter months through traditional and mobile/social media. Leading Montreal travel and food bloggers and influencers were selected for the event, and LMA prepared a comprehensive release on new Keys accommodations, attractions and other offerings for attending media. NewmanPR representative Carol Shaughnessy traveled to Montreal Jan. 19-21 to promote the destination at the breakfast and through deskside appointments with additional targeted media. One-on-one or group meetings were held with representatives of outlets including La Presse, Le Devoir, Tourisme Plus, Huffington Post Quebec, MSN.ca Quebec, Tourist Meets Traveler blog, Montreal Gazette, Cite Boomer, MSN voyages, Le Bel Age, EnRoute (Air Canada’s airline magazine), Mose’s World radio show, Touring CAA and Canadian Press. Several media visits have been arranged as a result, and several articles on the Keys appeared shortly after the initiative.

Montreal Radio Project

LMA and NewmanPR worked with radio host Mose Persico with Mose’s World radio show to arrange all aspects of a Jan. 24-27 Keys visit to produce “live on location” segments for the show that airs on Montreal’s MIKE-FM and reaches 100,000 listeners in the Montreal market. In addition to the arranged segments, the Keys received two bonus segments for a total of seven segments comprising more than 26 minutes of airtime. In addition, the destination was promoted via video and Facebook postings. Segments covered the overall Keys experience, including an interview with Andy Newman.

Media Releases

KBC wrote copy for single-subject e-releases distributed to targeted British, Irish and French media as well as being uploaded to the TravMedia portal and Mediadress portal and selected social media outlets. Recent releases focused on topics including summertime family adventures in the Florida Keys, “wild” encounters in the Keys, Key West’s literary landmarks and the Florida Keys Flash Fiction Contest. In addition, LMG sent releases on Keys family fun activities, Key West’s literary landmarks and “wild” encounters in the Keys to media in Germany, Austria and Switzerland. Comvision distributed releases on family-focused summer getaways, Key West’s literary landmarks and the Florida Keys Flash Fiction Contest to Scandinavian media. Also, LMA distributed monthly e-blasts on upcoming event highlights and product news to more than 800 Canadian travel trade and consumer media, as well as releases on Soldier Ride activities in the Middle Keys, the Key West Dachshund Walk and the Florida Keys Flash Fiction Contest.

Social Media Messaging

KBC posted to social media, tweeted or retweeted information and links on Keys topics of interest to visitors including the Girl Pops the Question proposal, the Christ of the Deep statue, Amoray Dive Resort, a Turtle Hospital turtle release, sunset in Islamorada, Key deer, the Florida Keys Flash Fiction Contest, Florida Keys sunsets, “wild” encounters in the Keys, diving in the Keys and underwater creatures, winter holiday ideas, Easter vacation ideas, Florida Keys Aquarium Encounters, Curry Hammock State Park, Keystock and its headliners Huey Lewis and the News, Keys family fun activities, Key West literary landmarks, the Keys’ Washington DC advertising campaign tied to the U.S. presidential campaign, the Florida Keys Council of the Arts’ Connections Project mural, Key West’s Southernmost Point marker, stone crab claws, Key West’s First Legal Rum Distillery and Key West roosters.

Media Visits

KBC, LMG, Comvision, LMA and NewmanPR are arranging visits to the Keys for British, German, European, Scandinavian and Canadian journalists including Hannah Fletcher of the Times, Jacob VanSplunter of America Magazine, Anna Dogadkina of Spylista, Dr. Horst Bauer of Kurier, Uwe Bahn of Kruize, Michael Winckler of BOLD, Axel Pinck of DuMont Travel Guide and America Journal, Linda Lindorff of Expressen and blog channel 4, Mari Barekstein of Magasinet Reiselyst, Tom Andersson of Reis and Travel News, Julia Knarvik of Hjemmet Heike Haag of MADAME Magazine and Travis Peraud with Wheels.ca.

Domestic: Flash Fiction Contest

Agency continued coordinating and promoting the Florida Keys Flash Fiction Contest that runs through March 31 in the U.S. and top Canadian and European markets. Agency promoted the contest through regular social media messaging, as well as a release distributed to literary and cultural media

encouraging entry. The contest, whose winner will receive a 21-night writing residency at The Studios of Key West and the opportunity to spend 10 days writing in Ernest Hemingway’s private study at the Ernest Hemingway Home & Museum, continues to attract media attention. As of March 5, the entries numbered just under 1,000 stories. Agency is planning additional coverage when the winner is chosen. New York Times Advertorials

Agency compiled and provided information for New York Times advertorial features on luxury vacation offerings and family travel activities throughout the Keys.

“Art Loft”

Agency is continuing to work with WPBT2’s “Art Loft,” which is providing coverage of Keys cultural attributes and events for the 2015-’16 season. As in the past, NewmanPR is providing logistical assistance and other support including b-roll and Video of the Week footage, segment and topic suggestions and assistance identifying and securing interview subjects for the 30-minute art program. The public television program’s segments cover different aspects of the art and cultural scene throughout the Keys.

“Ultimate Family Vacation”

Agency is finalizing work with Crawford Productions on a onehour nationally syndicated television program spotlighting family travel. The working title for the special is “Florida Keys … Ultimate Family Vacation” and plans call for its spring and early summer syndication. Agency reviewed multiple edits of the program, which features the attractions and attributes of all five Keys districts. Crawford Productions also produced 2014’s successful “Real, Blue and Chill” Keys special that was widely syndicated around the U.S.

Visit Florida New York Reception Agency’s Andy Newman represented the destination and pitched stories to attending media during a Feb. 10 Visit Florida media reception in New York. He also held deskside meetings with other significant media, and overall promoted the Keys to representatives of the Associated Press, Fox News, Field and Stream, and ABC Good Morning America among others. Before the New York mission, agency prepared a comprehensive release on new Keys accommodations, attractions and other offerings for attending media. “Station Domination” Campaign

As part of the PR element of the TDC’s Washington DC “station domination” campaign, agency arranged a promotion with the area’s WBIG 103.3 radio featuring a contest to win a vacation trip to the Florida Keys. More than 25 promo spots were broadcast as well as having prominence on the station's website. Some 1,300 listeners entered to win a trip to the Keys. Agency also produced and distributed to selected media a release and photograph on the “station domination” advertising program featuring Keys tourism posters tied to the 2016 presidential campaign, which are being displayed in two Washington Metro stations as well as on trains. In addition, agency produced a spot photograph that was carried by the Associated Press.

TravMedia Releases

Agency continued to provide press releases on major Keys topics to TravMedia, the world's largest online news portal that connects travel media and travel industry PR professionals, according to a contract for distribution that has been renewed for 2016.

Video of the Week

Agency produced Video of the Week segments to post on the home page of the Florida Keys & Key West website. In addition to attracting significant viewership on www.flakeys.com, Video of the Week segments are uploaded to the Keys’ YouTube video channel and other online venues to increase exposure.

Twitter Chat Promotion

Agency’s Julie Botteri represented the destination in monthly Twitter chats she hosts on behalf of the Florida Keys & Key West. Topics change each month to present diverse elements of the Keys.

“Keys Traveler” E-newsletter

Working with FloridaKeys.com, agency produced and distributed the February and March issues of the “Keys Traveler” e-newsletter. The February issue was a themed edition with all stories focusing on the Keys’ cultural attractions, offerings and events. Each non-themed issue generally contains stories on culture, fishing, diving and event highlights of the destination, a roster of upcoming events, a profile of a notable Florida Keys resident, at least one piece focused on a Keys family-fun topic for family travelers and green scene content featuring the destination’s environmental efforts and attractions.

Keys Voices Feature Blog

Agency wrote and posted weekly insider columns for the Keys Voices online feature blog and promoted them via social media outlets. Agency concluded work with FloridaKeys.com on the transition of the blog to its redesigned mobile-friendly format. All Keys Voices entries focus on the attractions and attributes that characterize one or more Keys districts, with periodic in-depth stories on events and profiles of interesting residents from each district. Agency is continuing efforts to expand Keys Voices’ reach among consumers and travel media.

LGBT Blog

Agency edited and posted twice-monthly entries to the LGBTfocused blog authored by NewmanPR’s LGBT representative Chris Tittel. The pieces focus on events, attractions and aspects of the Keys geared to gay and lesbian travelers, as well as periodic profiles of interesting members of the LGBT community. Working with FloridaKeys.com, agency facilitated distribution of copy and live links to the LGBT blog directly to consumers via an opt-in email address list. Efforts are continuing to increase readership and awareness of the LGBT blog.

Events:

Woofstock Music Fair

Agency wrote, distributed to the media and posted on the website a release on Islamorada’s Woofstock Music Fair.

Marathon Seafood Festival

Agency wrote, distributed to the media and posted on the website a release on the 40th annual Original Marathon Seafood Festival. Agency is planning additional coverage of the event when it takes place.

Sombrero Beach Run

Agency wrote, distributed to the media and posted on the website a release on the annual Sombrero Beach Run weekend.

FAVOR Outdoor Fest

Agency wrote, distributed to the media and posted on the website a release on FAVOR’s inaugural Outdoor Fest, which is headquartered in Big Pine Key and spotlights four Florida Keys national wildlife refuges.

Quantum Key West Race Week During the Quantum Key West international sailing regatta, agency produced multiple photography packages on the race, including aerial photography. Agency shot and distributed approximately 20 photos to major news wire services that moved around the world. Agency also provided material to the Associated Press for multiple stories that appeared in outlets around the U.S. Truman Legacy Symposium

Agency wrote, distributed to the media and posted on the website a release on the 14th annual Truman Legacy Symposium.

South Florida Symphony

Agency wrote, distributed to the media and posted on the website a release on the South Florida Symphony’s February Master Series concert in Key West.

Conch Shell Blowing Contest

Agency wrote, distributed to the media and posted on the website a release on Key West’s 54th annual Conch Shell Blowing Contest. When the contest took place, agency produced and distributed video and photographic coverage of the event and its winner. Agency also provided material to the Associated Press for a NewsNow brief and longer story that were distributed to media points around the U.S. on the AP wire, appearing in outlets that included WashingtonPost.com and other national media. Multiple photographs were moved to national media points via the Associated Press, Thomson Reuters, Agence France Presse, European Press Photo Agency and Getty wire services. The broadcast package aired on outlets around the world including CNBC, WMAQ in Chicago, Ukraine Today, BBCNews.com, Reuters Video and BelfastTelegraph.com.

Miss Gay Southernmost USofA

When the Miss Gay Southernmost USofA and Miss Gay Southernmost USofA Classic pageant took place, agency produced photo and story packages on its winners and distributed them to LGBT media.

Tennessee Williams Birthday

Agency wrote, distributed to the media and posted on the website a release on the annual Tennessee Williams Birthday Celebration.

Cow Key Channel Bridge Run

Agency wrote, distributed to the media and posted on the website a release on the Cow Key Channel Bridge Run. Agency is planning additional coverage of the event when it takes place.

Florida Keys Ocean Festival

Agency wrote, distributed to the media and posted on the website a release on the seventh annual Florida Keys Ocean Festival & Waterfront Craft Show.

Southernmost Air Spectacular

Agency wrote, distributed to the media and posted on the website a release on the 2016 Southernmost Air Spectacular featuring the U.S. Navy’s Blue Angels Flight Demonstration Squadron.

Keystock Music Festival

Agency wrote, distributed to the media and posted on the website a release on the annual Keystock Music Festival featuring Huey Lewis and the News.

Fishing Tournaments

Agency wrote, distributed to the media and posted on the website releases on the Jimmy Johnson Fishing Championship Week, Islamorada Winter Fishing Classic, March Merkin Permit Tournament and Key West Fishing Tournament’s Kickoff 2016. Agency wrote, distributed to the media and posted on the website a release on the results of the Cheeca Lodge Presidential Sailfish Tournament, Cuda Bowl and Stock Island Marina Village King Mackerel Tournament.

Public Relations Activities Not Included in the Current PR Plan •

Every Thursday and Friday, agency’s Julie Botteri and Andy Newman provide live reports on upcoming Keys events on WFFG’s Morning Mix and U.S. 1 Radio’s Morning Magazine respectively.

•

Agency's Andy Newman is serving on a selection committee to choose Monroe County's new emergency management director. The current director, Irene Toner, is retiring in June.

•

When Zika was recognized as a health issue that could impact the Florida Keys, agency updated its mosquito safety-related web page to provide a resource to accurately communicate details regarding Zika and to provide common-sense protection tips. Agency also re-edited and streamlined the video with Dr. Mark Whiteside featured on the web page. Agency issued four advisories to tourism interests regarding the spread of Zika in the United States, Gov. Rick Scott declaring a state of health emergency in Florida, the state health department’s new toll-free Zika hotline, the TDC’s preparedness measures and mosquito protection web section, and talking points to address potential visitor concerns. It should be noted that the agency is addressing Zika in a proactive manner and that the TDC had appropriate information on its website before any other Florida destination.

•

Agency wrote, distributed to targeted media and posted on the website a release on the debut and Keyswide “road show” of the Florida Keys Council of the Arts’ 24-foot-long “Connections Project” mosaic mural featuring art by nearly 400 Florida Keys residents. Agency was at the unveiling event and also produced and distributed to media a photo package on the mural’s debut. Resultant coverage included a photo and brief appearing in the Visit USA Ireland newsletter.

•

Agency wrote, featured in the e-newsletter and posted on the website a release on culturallyoriented celebrations and festivals throughout the Florida Keys.

•

Agency wrote, featured in the e-newsletter and posted on the website a release on spring tours of private homes, gardens and unique garden attractions throughout the Keys.

•

Agency wrote, featured in the e-newsletter and posted on the website a release on upcoming theatrical presentations throughout the Keys.

•

Agency wrote, featured in the e-newsletter and posted on the website a release on selected Keys musical organizations and upcoming performances around the island chain.

•

Agency wrote, featured in the e-newsletter and posted on the website a release on four Keys shipwrecks intentionally sunk to create artificial reefs for advanced and wreck-certified divers.

•

Agency wrote and distributed to targeted media a release on the results of a TDC research study revealing that the Netflix series “Bloodline” has provided some $71 million in economic impact to the Florida Keys.

•

Agency wrote, distributed to the media and posted on the website a release on ticket availability for the Salt Water Sportsman National Seminar Series in Islamorada.

•

Agency wrote, featured in the e-newsletter and posted on the website a profile of Upper Keys musician Robby McClung, co-producer of Islamorada’s annual Baygrass Bluegrass Festival.

•

Agency continued working with executives of the National Lesbian and Gay Journalists Association on opportunities for a strong Keys presence at the organization's national conference that is scheduled for September 2016 in Miami Beach. Agency also is planning a post-conference group press trip to the Keys for selected LGBT media attendees.

•

Agency wrote, featured in the e-newsletter and posted on the website a profile of Sheila Cook, owner of the Art Studio in Marathon.

•

Agency wrote and issued an advisory to tourism interests when the Florida Department of Transportation was scheduled to conduct daytime bridge repair work on the Cow Key Channel Bridge.

•

Agency provided coverage when a sculpture honoring the island’s African-American soldiers who served in a Union regiment was unveiled and dedicated in Key West’s Bayview Park. Agency produced and distributed to the media video and still photography packages, and provided information to the Associated Press for a NewsNow and longer story on the dedication. Three photos were distributed to media points around the via the Associated Press wire service, and the story appeared in outlets including TribuneLive.com and the Tampa Bay Times. A separate story and photos appeared in The Washington Post as well.

•

Agency worked with the producers of the television show “Pets Welcome Here” on itinerary elements, interview subjects and location selection for an early March shoot for the program. Agency’s Carol Shaughnessy provided onsite support during the shoot, which features multiple Key West and Lower Keys residents and their pets. Focal elements included kayaking with Lazy Dog, a pet-friendly meal at Hogfish Bar & Grill, an overview of the Westin’s pet-friendly lodging amenities, treats for people and pets at Kermit’s Key West Key Lime Shoppe, animal acts at the Sunset Celebration and visits to the Key West Aquarium, Truman Little White House and Ernest Hemingway Home & Museum. The program is to be syndicated for summer 2016 airing.

•

Agency wrote, distributed to targeted media and posted on the website a release on a section of Key West’s 1.25-mile-long sea-to-sea rainbow flag being featured in Australia’s Sydney Gay and Lesbian Mardi Gras Parade.

•

Agency wrote, distributed to targeted media and posted on the website a release on a new national literary landmark honoring the late David Kaufelt, founder of the Key West Literary Seminar. Agency also produced a photography package on the dedication and distributed photos to targeted media.

•

Agency coordinated media visits for individual journalists including Zhang Ling Jian with Conde Nast China, Ann Campbell with WestJet’s UP! Magazine, Saoul Vanderpool and Brian Luman with Heed Magazine, Cahir O'Doherty with the Irish Voice and IrishCentral.com, Giuseppina Concina and Mario Ravaccia with Fuoristradaweb.com, Jimmy Im of Passport Magazine, Andre Maccabee with CiteBoomers.com, Florian Kinast and Dietmar Denger with Abenteuer and Reisen, Meaghan Agnew with Thrillist and Fathom, Deborah Huso with AAA World, Steve Bramucci with UProxx.com, Nick de la Canal with QNotes, Madeleine van de Wouw with Puuropreis.nl, Mike and Janice Allen with Southern Bride, Steven Skelley and Thomas Routzong with Sunny Harbor Publishing, Chen Qun with L'officiel Hommes China, Natalie Richard from Canada's Huffington Post Quebec and Yummy Mummy Club, Alex Belfield of CelebrityRadio.com, Amy Bizzarri of Chicago Parent Online, Johan Oberg with Dagens Nyheter & Sydsvenskan and Morton Scholz with Turen Gar til Florida.

•

Agency issued water-quality advisories to resorts and other tourism industry entities, and routinely interfaces with the Monroe County Health Department on beach advisory status.

•

Event information and photography are regularly posted on the Keys website.

•

News and social media-specific items are routinely posted on the TDC’s Facebook, Twitter, Instagram and YouTube sites, especially during evening and weekend hours.

•

Agency continues to produce spontaneous photography and coordinate other posts for = TDC’s social media outlets. Among content was a Facebook post that reached more than 400,000 people and garnered more than 12,000 likes and more than 2,500 shares.

•

Upcoming public relations activity for April and May can be examined on the pages that follow. ###

•

•

Special Events Listed Will Require PR funding from event or district

TDC Regular Meeting DAC Regular Meetings DOMESTIC “Keys Crafted” Web Section Creation “Keys Crafted” Release and Blog Creation Video of the Week LGBT Website Redesign Florida Insider Fishing Reports Begin (thru 9/30) “Weekly Fisherman” Reports Begin (thru 9/30) INTERNATIONAL UK/Europe Releases Canadian E-release Canadian Visit Fla. Events German Netflix Promotion Scandinavian Key Lime Media Baking Class EVENTS U/W Easter Egg Hunt Earth Day Events Release Florida Keys Ocean Fest Taste of Key West Key West Botanical Garden Event Seven Mile Bridge Run Cow Key Bridge Run Bay Jam South Florida Symphony Performance Conch Republic Independence Celebration KW Fishing T’ment Kickoff The Final Sail Tournament Islamorada Spring Classic

Media Support

• •

• •

•

GENERAL PR EFFORTS Media Media Special Research Develop. Project Fam Mission

•

•

• •

•

•

Special Interest Project

• • •

• •

PR Rep. Present

APRIL 2016

• • •

•

•

•

•

• •

•

•

•

• • •

*

• •

I/F I/F IV/F

I

III I IV/C I/C

V ALL IV/C I I/C

ALL ALL ALL ALL ALL

ALL/F

ALL ALL ALL/F

ALL

ALL

SPECIAL EVENTS PR EFFORTS Spot Press Kit/ Publicity Photos District/ Coverage/ Umbrella Packet Photos and/or Results Video

• • • •

• • • • •

•

• •

•

Advance / Wrap Release

C= Cultural Umbrella, D= Dive Umbrella, F= Fishing Umbrella

• •

PR Report

•

•

Special Events Listed Will Require PR funding from event or district

TDC Regular Meeting DAC Regular Meetings DOMESTIC Update Hurricane Plan; Media Blitz with Emergency Management Hurricane Preparedness Industry Workshop “Keys Crafted” Keys Traveler E-news Issue Video of the Week “Keys Crafted” Press Trip Family Travel Television Broadcasts (through July) INTERNATIONAL UK/Europe Releases Canadian E-release EVENTS Truman Symposium Battle in the Bay Dragon Boat Festival KW Songwriters Festival KW Paddleboard Classic Kamp Key West KW Air, Land and Sea Poker Run Key Largo’s Original Music Festival Minimal Regatta Keystock Music Festival Lionfish Awareness & Removal Weekend Fla. Keys Dolphin Champ. Ladies Dolphin T’ment Tarponian Tournament Marathon Offshore Bull and Cow Tournament Golden Fly Tarpon T’ment Nick Sheahan Dolphin Rodeo Dolphin Masters Tourney

Media Support

•

•

ALL

• • • • • • •

• • • • • • •

C= Cultural Umbrella, D= Dive Umbrella, F= Fishing Umbrella

•

• • • •

•

•

• • • •

I/F

IV/F V/F

ALL/F IV/F III/F III/F

I I/II ALL/D

V/C

I/C I I I

I/C III

•

• •

•

ALL ALL

• • • •

•

•

ALL

ALL ALL ALL

•

•

SPECIAL EVENTS PR EFFORTS Spot Press Kit/ Publicity Photos District/ Coverage/ Umbrella Packet Photos and/or Results Video

•

•

Advance/ Wrap Release

ALL

• •

PR Report

•

•

•

PR Rep. Present • • •

•

Special Interest Project

MAY 2016

•

GENERAL PR EFFORTS Media Media Special Research Develop. Project Fam Mission

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Ameurop Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Ameurop Group

DEADLINE DATE:

March 11, 2016

G.2.

FL call center / mainframe-printout- auth. LU/DR

FLORIDA KEYS Call report for February 2016 Date:

Name:

Country:

Reason for Call:

02-01-16 Albergo Guiseppe

Italy

Public Transportation

02-01-16 Novez Umberto

Portugal

Key Largo Visitor Center

02-02-16 Hunson Gunnar

Denmark

Parking Ticket Helped with M/O Translation

02-02-16 Hauber Gert

Austria

Lost key to Rental car. Called Alamo for her.

02-02-16 Komey Sanaro

Japan

Language Assistance Key Largo

02-03-16 Maristo Vince

Italy

Question about Sun-pass

02-03-16 Moro Jakushi

Japan

Walk in Clinic Islamorada

02-04-16 Jebout Marcel

Belgium

Rental Car problem. Flat Tires.

02-04-16 Klaus Werner

Germany

Visitor Center Key Largo

02-05-16 Laxoir Gerard

France

Directions to Ft. Lauderdale

02-05-16 Huber Franz

Switzerland

Questions Key West Attractions

02-06-16 Lecrair Simone

Luxembg.

Speeding Ticked Advised/MO

02-06-16 Josef Kurz

Germany

Questions About Sun Pass

02-07-16 Holster Gisela

Austria

Question about Super Shuttle

02-09-16 Bacie Alberta

Italy

Car not working. Called Enterprise

02-10-16 Holzer Manni

Austria

24 hours Pharmacy Translations.

02-11-16 Ferment Monique

France

General Question about the Keys

02-12-16 Ashari Joshy

Japan

Key West Attractions and Directions

02-13-16 Gustav Holz

Austria

Language Assistance with Bank

02-15-16 Hafeez Dayja

India

Directions to Ft. Myers

FL / call center / mainframe-printout– LU/RD

FLORIDA KEYS Call report for February 2016 Date:

Name:

Country:

Reason for Call:

02-17-16 Frueher Magda

Germany

Key Largo Visitor Center

02-17-16 Boehmer Horst

Austria

Roadside Help, called Avis.

02-18-16 Rachna Lakya

India

Question about Sun-Pass

02-19-16 Morris Claude

France

General Info about the Key’s

02-19-16 Keiko Hira

Japan

Question about the Keys in General

05-19-16 Gunnar Swen

Holland

Key Largo, Visitor Center, Hotel Prices

02-20-16 Afonso Breno

Portugal

Directions to Miami Bch. & back to Keys

02-21-16 Algot Halvar

Sweden

Key Largo Visitor Center

02-22-16 Fausto Claudia

Italy

Lost Key to Rental Car, called Avis

02-23-16 Bonito Mario

Spain

Explained Hotel / Tourist Taxes.

02-23-16 Kossner Helmut

Germany

Speeding Ticket, helped with MO

02-24-16 Salus Pedro

Italy

Cruise Ship Parking Question

02-25-16 Herz Klaus

Austria

Lang. assist. Key Largo Visitor Center

02-26-16 Yukata Chiri

Japan

Flat Tire with Rental Car

02-27-16 Wasser Helmut

Germany

General Travel Assist . Directions to Attractions

02-28-16 Branco Gracio

Spain

Question about Sun Pass

02-29-16 Orsini Paletto

Italy

Rental Car Accident Translation /Police

02-29-16 Poule Roger

France

Directions to Ft. Lauderdale Mall

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

G.3.

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Consideration and Action re: National Lesbian and Gay Journalist Association 2016 Conference

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST:

$30,000

ALLOCATED FROM: Public Relations REQUESTED BY:

Administrative Office

PROVIDED BY:

NewmanPR

DEADLINE DATE:

March 11, 2016

Florida Keys & Key West Partnership With NLGJA For the Organization's Annual 2016 Convention in South Florida The National Lesbian and Gay Journalists Association was founded in 1990 and is comprised of journalists, media professionals, educators and students working from within the news industry to foster fair and accurate coverage of LGBT issues. The organization stages an annual media summit each year in destinations around the country. In 2006, NLGJA met in Miami Beach and the Florida Keys & Key West was a major sponsor, which afforded the opportunity to have a significant presence at the event. Ten years later, the NLGJA annual conference is planning to return to South Florida. Scheduled dates for the convention are Sept. 8-11, 2016, at the Ritz Carlton in Miami Beach. NewmanPR has negotiated an agreement with the organization to be an "Editorial-Level" sponsor. The sponsorship includes such benefits as: •

Title sponsorship of the summit's opening reception on Sept. 8 with a Keys theme motif, cuisine and branding. A Florida Keys tourism-oriented spokesperson will make remarks for up to 10 minutes at reception.

•

Florida Keys & Key West information and logos in promotional materials such as targeted convention eBlasts, along with a hotlink on the convention website’s list of sponsors and in the online convention schedule.

•

Inclusion of a Florida Keys & Key West informational item and a suitable souvenir in convention registration soft briefcases.

•

Two facing full-page ads in the convention program book, either in the front of the book or as the center double-truck. The space may be utilized for either a display advertisement or advertorial or both.

•

Prime position of a no-cost, mutually agreeable table at the NLGJA Career & Community Expo for three days.

•

Six complimentary convention registrations.

•

NLGJA will work with Florida Keys & Key West to distribute invitation letters to travel journalism-oriented members for a post-convention group fam to the Keys and Key West.

The sponsorship cost is $15,000. In addition, the agency desires to budget another $15,000 to cover various costs for the fam as well as other marketing activities that might be required and are not covered under the agreement. The $30,000 funding will come from existing PR promotional resources. The agency is not asking for additional funds and believes that the opportunity should not be missed. Respectfully submitted, Andy Newman

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

G.4.

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Presentation: Current PR

ITEM BACKGROUND:

Agency will present recent public relations accomplishments, highlighting the Florida Keys Flash Fiction Contest, a preview of the syndicated family television show outlined in the 2015-2016 plan and other activity.

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

NewmanPR

DEADLINE DATE:

March 11, 2016

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Film Commission Status Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Film Commission

DEADLINE DATE:

March 11, 2016

H.1.

TO: Monroe County Tourist Development Council FROM: Rita Troxel RE: Report on Film Commission Activities January 22 – March 10, 2016

Special Projects • Letters, reports, phone calls and emails to legislatures and interested parties regarding the Film Incentive. For the moment, other than reinstating the tax credit program – without additional funds - for television, film and digital media is what we will have for 2016/17 in the way of tax credits.

Ongoing Projects • Assisting White Orchid Studios with a Jake Owner CD music cover photo shoot. • Continued assisting ITV Breakfast from the UK with their filming. Arranged a private location and supervised at that location for the shoot. • Assisted Starboard Cruise Services with permits and locations and logistical help with their shoot in Key West. • Assisted Seventh Sense Productions with their travel video for the Japanese market. • Inquiry about setting a reality dating show in The Florida Keys but they are waiting to see what transpires with the state television and film tax credits. • Assisted Bright House Networks with locations and permits for their television show, Freaky Florida scheduled to shoot in Key West in April. • Assisted Magilla TV with locations and permits for their shoot in the County and FDOT. • Assisted Julie Chang with Go Scout on their still shoot for Jimmy Choo shoes. • Assisted Curious Traveler TV with the television show, Pets Welcome Here with permits and shot last week in Key West. The production company is also filming throughout the Keys for Lets Go television show. • Assisted BSTV with permits for B-Roll throughout Key West for the lifestyles television show – Beach Bites with Katie Lee.

>>>>>>>>>>>>>>>>>>>> Continued

Page 2 Film Commission Report

• On going assistance provided to Bloodline until their wrap on February 18. Also escorted several visitors to the set one of which was U.S. Congressman Carlos Curbelo who has been very supportive of the production and the film incentive. We can look forward to season two airing the end of May.

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Review of Monthly Accounting Breakdown & FY 2015 Generic Destination & Umbrella Campaign Recap

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Tinsley Advertising

DEADLINE DATE:

March 11, 2016

I.1.

Tinsley Advertising Monroe County Tourism FY 15-16 BUDGET RECAPS

CO-OP THRU DISTRICT

GENERIC KEY WEST MARATHON ISLAMORADA KEY LARGO Cultural Umbrella Fishing Umbrella Dive Umbrella TOTAL

3/10/16 CO-OP MEDIA COSTS

TOTAL COLLECTED CO-OP PAYMENTS

$870,559 $666,561 $194,953 $119,364 $98,664 $47,006 $18,127 $235,457

$72,895 $64,925 $2,345 $2,675 $2,025 $7,600 $450 $20,100

$2,250,691

$173,015

Tinsley Advertising Monroe County Tourism

FINANCIAL RECAP TO DATE DISTRICT

3/9/16 MEDIA BILLED TO DATE

BUDGET

GEN.- Media Mat. GEN. - Adv. Exp. GEN. - Collateral

$ $ $

665,000 100,000 70,000

GEN.- Promo Adv. KEY WEST LOWER KEYS MARATHON ISLAMORADA KEY LARGO Cultural Umbrella Diving Umbrella Fishing Umbrella

$ $ $ $ $ $ $ $ $

7,702,641 6,480,045 850,774 1,547,767 1,416,349 1,631,825 643,816 900,000 442,990

TOTAL

$

22,451,207

$ $ $ $ $ $ $

3,069,251 2,348,545 295,003 471,714 480,773 457,505 275,075

$ $

335,314 85,772

PRODUCTION ESTIMATES TO DATE

BALANCE

$ $ $

550,519 25,160 31,331

$ $ $

114,481 74,840 38,669

$ $ $ $ $ $ $ $

30,791 7,337 7,804 11,830 6,397 6,502 18,704 25,920

$ $ $ $ $ $ $ $ $

4,633,390 4,100,709 548,434 1,068,249 923,746 1,167,922 362,239 545,982 331,298

$

13,909,959

Monroe County TDC Fiscal Year: October 1, 2015 - September 30, 2016

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Response Report – FYI

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Tinsley Advertising

DEADLINE DATE:

March 11, 2016

I.2.

The Florida Keys and Key West Internet Response Report 2015/2016

GENERIC OCTOBER 2015 DATE 10/1-10/31 10/1-10/31 10/1-10/31 10/19-10/31 10/1-10/31 10/27/15 10/1-10/31 10/1-10/31 10/1-10/31 10/19-10/31 10/1-10/31 10/1-10/31 10/1-10/31 DATE 10/19-10/31 10/19-10/31 10/1-10/31

WEBSITE Adara Ad Network Google Admob NYTimes.com Pre-Roll Brightroll Ad Network VisitFlorida.com NYTimes.com Great Getaways E-Newsletter NYTimes.com Flex Frame WeddingWire.com Pre-Roll NewMobility.com Sky & Large Button SpotXChange Ad Network - Desktop SaltWaterExperience.com MyWedding.com Banner and Video CampFlorida.com MOBILE Mobile Fuse - NY, CHI, PHIL, BOS & DC SpotXChange Ad Network - Mobile Google Ad Words florida vacation florida vacations florida weddings +florida +vacation [florida vacations] +florida +vacations [florida vacation] florida diving +florida +diving

Impressions 1,372,973 3,461,706 287,850 84,851 110,358 428,230 764,115 120,593 29,231 292,645 1,477 25,563 4,296 Impressions 533,516 122,663 Impressions 472,492 281,350 70,028 200,545 11,866 56,338 10,054 7,377 1,869

#DIV/0! Clicks/Engagements Click-through % 19,012 1.38% 15,921 0.46% 6,676 2.32% 1,967 2.32% 1,075 0.97% 464 0.11% 221 0.03% 127 0.11% 61 0.21% 54 0.02% 38 2.57% 25 0.10% 14 0.33% Clicks Click-through % 2,265 0.42% 86 0.07% Clicks Click-through % 0.31% 1,463 0.45% 1,259 0.78% 544 0.26% 512 1.97% 234 0.36% 201 0.66% 66 0.85% 63 1.18% 22

WEBSITE Google Admob Adara Ad Network Publicitas Digital (UK) NYTimes.com Pre-roll CNN.com (Chicago Co-Op) CNN.com (Philly Co-Op) CNN.com (Boston Co-Op) CNN.com (D.C. Co-Op) VisitFlorida.com News Distribution Network Banners & Pre-roll (Chicago Co-Op) News Distribution Network Banners & Pre-roll (Philly Co-Op) WeddingWire.com Pre-Roll & Display unit Bell Media (Ontario) News Distribution Network Banners & Pre-roll (Boston Co-Op) News Distribution Network Banners & Pre-roll (NY Co-Op) News Distribution Network Banners & Pre-roll (DC Co-Op) Brightroll Ad Network SpotXchange - Geo-targeting NY, CHI, PHL, BOS, DC MyWedding.com Banner and Video SaltWaterExperience.com Bell Media (Quebec) NewMobility.com Sky & Large Button CampFlorida.com MOBILE xAd Mobile Network - Geo-targeting NY, CHI, PHL, BOS, DC iAd Mobile Network (Apple) - Geo-targeting NY, CHI, PHL, BOS, DC Mobile Fuse - NY, CHI, PHIL, BOS & DC Brightroll Mobile SpotXchange Mobile

Impressions 2,884,619 1,280,276 8,449,425 447,662 65,964 65,931 65,914 66,037 110,795 105,157 110,165 315,937 261,546 105,377 105,167 105,358 115,191 184,194 17,639 1,226 3,133 4,872 2,720 Impressions 5,382,722 1,222,636 1,302,515 68,319 166,434

Clicks/Engagements Click-through % 40,613 1.41% 20,043 1.57% 19,957 0.24% 9,887 2.21% 3,498 5.30% 3,112 4.72% 2,980 4.52% 2,745 4.16% 1,157 1.04% 799 0.76% 752 0.68% 751 0.24% 607 0.23% 506 0.48% 473 0.45% 451 0.43% 303 0.26% 131 0.07% 23 0.13% 22 1.79% 15 0.48% 11 0.23% 5 0.18% Clicks Click-through % 21,916 0.41% 18,237 1.49% 6,285 0.48% 1,403 2.05% 24 0.01%

NOVEMBER 2015 DATE 11/1-11/31 11/1-11/31 11/2-11/30 11/1-11/31 11/2-11/22 11/2-11/22 11/2-11/22 11/2-11/22 11/1-11/31 11/2-11/22 11/2-11/22 11/1-11/31 11/1-11/31 11/2-11/22 11/2-11/22 11/2-11/22 11/1-11/31 11/1-11/31 11/1-11/31 11/1-11/31 11/18 11/1-11/31 11/1-11/31 DATE 11/1-11/30 11/1-11/30 11/3-11/28 11/2-11/30 11/2-11/30

Industry Standard average for click-through percentage in the US is 0.10%-0.30%. Source: Official study performed by Nielson/Net Ratings-December 2006.

Updated by Tinsley Advertising on 3/10/16

The Florida Keys and Key West Internet Response Report 2015/2016

11/1-11/30

Google Ad Words +florida +vacation florida vacations +florida+beaches +florida +vacations florida vacation florida weddings +florida +diving

Impressions 1,199,525 97,238 34,233 186,046 57,853 35,247 6,399

Clicks 1,915 1,022 792 707 658 242 77

Click-through % 0.16% 1.05% 2.31% 0.38% 1.14% 0.69% 1.20%

WEBSITE Adara Ad Network Google Admob NYTimes.com Pre-Roll CNN.com (Boston Co-Op) CNN.com (Chicago Co-Op) CNN.com (Philly Co-Op) CNN.com (D.C. Co-Op) WeddingWire.com Pre-Roll & Banner VisitFlorida.com News Distribution Network Banners & Pre-roll (Philly Co-Op) Philly.com Travel POD E-Blast News Distribution Network Banners & Pre-roll (Chicago Co-Op) News Distribution Network Banners & Pre-roll (Boston Co-Op) News Distribution Ad Network Banners & Pre-roll (NY Co-Op) News Distribution Network Banners & Pre-roll (D.C Co-Op) ChicagoTribune.com Exclusive E-Newsletter Brightroll Ad Network - Geo-targeting NY, CHI, PHL, BOS, DC MyWedding.com Banner and Video Boston.com Traveler E-Newsletter SpotXchange Ad Network (DC Co-Op) NewMobility.com Sky & Large Button SaltWaterExperience.com SpotXchange Ad Network (Chicago Co-Op) SpotXchange Ad Network (Philadelphia Co-Op) SpotXchange Ad Network (Boston Co-Op) CampFlorida.com MOBILE iAd Mobile Network (Apple) - Geo-targeting NY, CHI, PHL, BOS, DC xAd Mobile Network - Geo-targeting NY, CHI, PHL, BOS, DC Mobile Fuse - NY, CHI, PHIL, BOS & DC Brightroll Mobile Google Ad Words +florida +vacation florida vacations +florida+beaches florida vacation +florida +vacations florida weddings +florida +diving

Impressions 1,340,823 3,743,229 133,007 103,832 103,842 103,837 103,852 353,165 131,251 108,860 50,000 105,321 105,423 105,672 105,414 40,000 99,462 638,621 59,626 195,240 28,684 1,922 271,592 158,966 192,293 2,740 Impressions 1,640,675 1,818,180 814,138 49,060 Impressions 1,360,226 110,884 36,977 63,968 167,932 27,403 6,587

Clicks/Engagements Click-through % 12,415 0.93% 11,752 0.31% 7,097 5.34% 5,941 5.72% 5,292 5.10% 5,015 4.83% 3,302 3.18% 2,161 0.61% 1,054 0.80% 908 0.83% 907 1.81% 588 0.56% 557 0.53% 518 0.49% 453 0.43% 416 1.04% 323 0.32% 187 0.03% 171 0.29% 47 0.02% 46 0.16% 44 2.29% 35 0.01% 18 0.01% 16 0.01% 9 0.33% Clicks Click-through % 24,480 1.49% 9,156 0.50% 3,857 0.47% 1,090 2.22% Clicks Click-through % 1,769 0.13% 1,155 1.04% 961 2.60% 697 1.09% 615 0.37% 143 0.52% 73 1.11%

WEBSITE Adara Ad Network - National Re-Targeting Campaign TheStar.com (Canada) Bell Media Performance (Canada) WeddingWire.com Instagram Sponsored Post Eyereturn Ad Network VisitFlorida.com TheDailyMeal.com Brightroll Ad Network TripAdvisor.de (Germany) SpotXchange Ad Network MyWedding.com SaltWaterExperience.com NewMobility.com Conversant Banners & Pre-Roll

Impressions 1,389,006 615,555 615,555 229,320 529,587 181,139 483,881 138,256 268,442 481,546 220,882 2,636 30,520 245,472

Clicks/Engagements Click-through % 15,970 1.15% 2,779 0.45% 2,779 0.45% 1,419 0.62% 1,295 0.24% 1,293 0.71% 630 0.13% 510 0.37% 400 0.15% 308 0.06% 86 0.04% 74 2.81% 57 0.19% 17 0.01%

DECEMBER 2015 DATE 12/1-12/31 12/1-12/30 12/1-12/31 12/1-12/20 12/1-12/20 12/1-12/20 12/1-12/20 12/1-12/31 12/1-12/31 12/1-12/20 12/9 12/1-12/20 12/1-12/20 12/1-12/21 12/1-12/20 12/9 12/1-12/20 12/1-12/31 12/18 12/1-12/20 12/1-12/31 12/1-12/31 12/1-12/20 12/1-12/20 12/1-12/20 12/1-12/31 DATE 12/1-12/20 12/1-12/20 12/1-12/20 12/1-12/20 12/1-12/31

JANUARY 2016 DATE 1/1-1/31 1/1-1/30 1/4-1/31 1/1-1/31 1/1-1/31 1/1-1/31 1/19-1/31 1/11-1/31 1/11-1/31 1/11-1/31 1/1-1/31 1/1-1/31 1/1-1/31 1/11-1/31

Industry Standard average for click-through percentage in the US is 0.10%-0.30%. Source: Official study performed by Nielson/Net Ratings-December 2006.

Updated by Tinsley Advertising on 3/10/16

The Florida Keys and Key West Internet Response Report 2015/2016

1/1-1/31 1/1-1/31 1/11-1/31 1/1-1/31 1/1-1/31 1/1-1/31 1/11-1/31 1/11-1/31 1/1-1/31 1/1-1/31

MOBILE CNN.com Mobile App iphone/ipad iAd Mobile Network (Apple) - Geo-targeting NY, CHI, PHL, BOS, DC Conversant Mobile NYTimes.com Mini Scroller Mobile Fuse - NY, CHI, PHIL, BOS & DC FoxNews.com Mobile App SpotXchange Mobile Ad Network Brightroll.com Mobile Amobee Google Ad Words +florida +vacation florida vacations +florida+beaches florida vacation +florida +vacations florida weddings +florida +diving

Impressions 2,644,291 1,303,798 404,754 1,190,176 1,432,004 921,947 250,422 78,596 1,141,151 Impressions 1,556,126 92,465 34,640 61,099 193,036 25,130 4,114

WEBSITE Google Admob Adara Ad Network FoxNews.com CNN.com (Boston Co-Op) CNN.com (Chicago Co-Op) CNN.com (Philly Co-Op) TheDailyMeal.com CNN.com (D.C. Co-Op) Bell Media (Ontario) VisitFlorida.com Philly.com POD E-Blast News Distribution Network Banners & Pre-roll (Boston Co-Op) TheStar.com (Canada) News Distribution Network Banners & Pre-roll (Chicago Co-Op) News Distribution Network Banners & Pre-roll (D.C Co-Op) ChicagoTribune.com Exclusive E-Newletter Brightroll Ad Network TripAdvisor.de (Germany) News Distribution Network Banners & Pre-roll (Philly Co-Op) Boston.com Traveler News Distribution Ad Network Banners & Pre-roll (NY Co-Op) Bell Media (Quebec) MyWedding.com Banner and Video Conversant Banners & Pre-Roll NewMobility.com WashingtonPost.com Traveler E-Newsletter SpotXChange (Philly Co-Op) SaltWaterExperience.com SpotXChange (Boston Co-Op) SpotXChange (Chicago Co-Op) SpotXChange (D.C Co-Op) MOBILE iAd Mobile Network (Apple) - Geo-targeting NY, CHI, PHL, BOS, DC xAd Mobile Network - Geo-targeting NY, CHI, PHL, BOS, DC Conversant Mobile FoxNews.com Mobile App Mobile Fuse - NY, CHI, PHIL, BOS & DC Brightroll Mobile Amobee Mobile Ad Network Google Ad Words +florida +vacation florida vacations florida vacation +florida+beaches +florida +vacations florida weddings +florida +diving

Impressions 6,008,980 1,726,934 1,173,457 134,282 137,989 137,095 1,146,104 147,899 525,120 175,326 50,000 107,208 466,066 106,337 107,632 41,129 199,504 242,900 106,239 57,969 105,251 17,387 206,648 790,811 44,364 42,111 166,303 2,029 139,606 163,927 190,210 Impressions 5,779,859 4,736,117 705,867 1,173,457 1,167,689 113,789 1,667,312 Impressions 1,385,182 111,590 68,069 34,229 166,933 19,312 4,903

Clicks 46,574 27,612 8,717 8044 5,288 5,113 3,490 1,874 1,369 Clicks 1,710 1,127 982 818 673 179 43

Click-through % 1.76% 2.12% 2.15% 0.68% 0.37% 0.55% 1.39% 2.38% 0.12% Click-through % 0.11% 1.22% 2.83% 1.34% 0.35% 0.71% 1.05%

FEBRUARY 2016 DATE 2/1-2/29 2/1-2/29 2/9-2/28 2/8-2/29 2/1-2/29 2/8-2/29 2/1-2/29 2/8-2/29 2/1-2/29 2/1-2/29 2/17 2/8-2/29 2/1-2/28 2/1-2/29 2/8-2/29 2/24 2/1-2/29 2/1-2/29 2/8-2/29 2/3 2/8-2/29 2/3 2/1-2/29 2/1-2/29 2/1-2/29 2/24 2/8-2/29 2/1-2/29 2/8-2/29 2/1-2/29 2/8-2/29 DATE 2/1-2/29 2/1-2/29 2/1-2/29 2/1-2/29 2/1-2/29 2/1-2/29 2/1-2/29 2/1-2/29

Industry Standard average for click-through percentage in the US is 0.10%-0.30%. Source: Official study performed by Nielson/Net Ratings-December 2006.

Clicks/Engagements Click-through % 13,260 0.22% 10,996 0.64% 7,796 0.66% 2,835 2.11% 2,763 2.00% 2,213 1.61% 2,019 0.18% 1,524 1.03% 1,449 0.28% 1,088 0.62% 877 1.75% 849 0.79% 813 0.17% 750 0.71% 650 0.60% 461 1.12% 457 0.23% 386 0.16% 314 0.30% 253 0.44% 235 0.22% 133 0.76% 78 0.04% 67 0.01% 63 0.14% 57 0.14% 54 0.03% 43 2.12% 41 0.03% 37 0.02% 20 0.01% Clicks Click-through % 119,453 2.07% 19,611 0.41% 13,746 1.95% 7,796 0.66% 4,671 0.40% 2572 2.26% 1,813 0.11% Clicks Click-through % 2,113 0.15% 1,296 1.16% 795 1.17% 695 2.03% 676 0.40% 123 0.64% 68 1.39%

Updated by Tinsley Advertising on 3/10/16

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Advertising Recap – FYI

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Tinsley Advertising

DEADLINE DATE:

March 11, 2016

I.3.

2000 South Dixie Highway, Suite 201 ! Miami FL 33133 ! (305) 856-6060 ! FAX (305) 856-9236

I.3 To: From: Date: RE: CC: I.3

The Monroe County Tourist Development Council Ashley Miller March 10, 2016 March 22, 2016 TDC Meeting John Underwood

Advertising Re-cap The following is a list of current and on-going projects: " Coordination & implementation of new FY 2015/2016 co-op programs for all districts & umbrellas " Production of Generic Keys-wide photo shoot " Placing and producing all Generic, District and Umbrella advertising efforts " Production & implementation of Washington DC Outdoor promotion " Produced reprint of Conch & LGBT Brochures, Meeting Planners Guide & Islamorada Rack Card " Produced new Accommodations Brochure " Prepared & produced media plans for TDC funded events " Internet/E-marketing response reports " Brochure fulfillment & inventory coordination for all domestic & international trade shows " Coordinating & placing new ad content on travel, culinary & wedding sites with media partners including NYTimes.com, TheDailyMeal.com, weddingwire.com & Adara Ad Network " New “Dive Starts” creative campaign for the Dive Umbrella " New Cultural Umbrella plan to protect the remainder of the season and spring/summer " New Dive Umbrella plan to promote spring/summer business " Updating image library " Retouching & cataloging new images from still photography shoot " Media plans for various events including: NAS Key West Air Show, Key West Food & Wine Festival and Key West Holiday Fest " Preparing TDC packets " Preparing DAC packets " Agency attended the November 3rd Cultural Umbrella meeting and received approval for the 2016 Culture Magazine. The Agency also presented new topics for the 2017 Culture Magazine. " Agency attended the January 14th Dive Umbrella meeting " Agency attended the February 2nd, 2016 TDC meeting and presented Winter (January-March) media & creative " Agency attended the February 3, 2016 Fishing Umbrella meeting and received approval for a new fishing spot " Agency attended the March 1st & 2nd DAC meetings and presented imagery from the district-wide photoshoot

Generic Media Campaign The Agency has planned, purchased and placed ads in the following media for April & May: Fishing Television: • George Poveromo’s World of Saltwater Fishing – January - June • Sport Fishing Television – January – June Out of State Spot Market Television: • Atlanta “Let’s GO” Segment – April-May • Atlanta Spot TV – 4/4-4/24 & 5/2-5/29 • Atlanta Visit Florida Early Morning News/Traffic/Weather – 4/18-5/15 • Charlotte – 4/4-4/24 • Houston – 4/4-4/24 • Dallas – 4/4-4/24 In-State Spot Market Television: • Tampa-St. Petersburg - 4/25-5/15 • Orlando-Melbourne - 4/25-5/15 • West Palm Beach - 4/25-5/15 • Fort Myers-Naples - 4/25-5/15 • Jacksonville - 4/25-5/15 Spot Market Radio: • Atlanta- 3/28-4/24 & 5/2-5/27 • Pandora (Atlanta DMA) – 5/2-5/57 Out-of-Home: • Atlanta Billboards (Own A City Outdoor Campaign) – April-May Co-Op Program by Market (Newspaper/Digital): • Visit Florida Spring In-State o Visit Florida Newspaper Print Insert – 4/17 o Visit Florida Ad Network – April o Visit Florida Mobile Ad Network – April •

New York Times o New York Times Newspaper (Sunday Travel) – 5/15 o NYTimes.com Great Getaways E-Newsletter – 5/18

•

Southeast Early Summer Print o Atlanta Journal Constitution – 5/10 & 5/22 o Charlotte Observer (Road Trips Section) – 4/12

o Charlotte Observer (Sunday Travel) – 4/3 •

Southeast Early Summer Digital o AJC.com – 5/5 & 5/26 o Charlotteobserver.com – 4/6 & 4/13

•

Early Summer Florida In-State Print o Ft. Lauderdale Sun-Sentinel – 5/22 o Orlando Sentinel - Explore Florida Magazine – 5/15

Co-Op Program (Magazine): • Undiscovered Florida Insert (Visit Florida) - April • 2016 Official Visit Florida Magazine – Annual Digital/Internet: • Conversant Ad Network (Geo-Targeting NY, BOS, CHI, PHIL & DC) – 1/11-4/24 • SpotXchange Ad Network (Geo-Targeting NY, BOS, CHI, PHIL & DC) – 1/11-4/24 • Brightroll Media Ad Network (Geo-Targeting NY, BOS, CHI, PHIL & DC) – 1/11-4/24 • Google Banner & YouTube Display – 2/29-4/30 • Weddingwire.com Pre-Roll – Annual • NYTimes.com Paid Post – March – May • AJC.com – 5/2-5/31 • AJC.com Home Page Takeover – 5/11 • NewMobility.com - Annual • MyWedding.com – Annual • Adara Ad Network (Retargeting Campaign) – Annual • Campflorida.com- Annual • VisitFlorida.com- Annual • SaltWaterExperience.com- Annual • Google Adwords - Annual • Yahoo/Bing Search – Annual Mobile/Tablet: • Xad Mobile Network (Swipe Unit) – 1/11-4/24 • iAd Network – 1/11-4/24 • CNN.com Mobile App – 1/11-4/24 • FoxNews.com Mobile App – 1/11-4/24 • Amobee Mobile Platform – 1/11-4/24 • Weddingwire.com Mobile - April

Magazines: • Atlanta Magazine – May • Bon Appetit – February • Bridal Guide (Visit Florida) – March/April • Florida Travel & Lifestyles – March/April & May/June • Texas Monthly – May • Food & Wine – May • Bridal Guide – May/June • Meetings Today – April • Recommend - May • Travel Guide To Florida – Annual • Camp Florida 2016 – Annual • Visit Florida Official Transportation Map – Annual • 2016 FL Official Travel Industry Specialist Guide - Annual International: • Official Visit FL Latin America Vacation Guide- Annual • Visit Florida Travel Guide 2016 - Annual • Discover America (Brand USA)- Annual • Discover America (Nordic Region)-Annual • Bride’s Magazine Wedding Planner UK - Annual • UK Taxi Promotion – Annual • Canadian’s Guide to Florida – Annual • America Journal Magazine (Germany) –March/April & May/June • Tripadvisor.de – January – May • Bride’s Magazine Wedding Planner (UK) - Annual • UK Taxi Promotion – Annual • Desirs De Voyages (French Luxumberg, Belgium & Switzerland)– March/April • Discover America Nordic Region (Sweden, Denmark, Norway & Finland) – Annual • Brasil Travel News – April & May • Ledevi LATam Argentina (Visit Florida Section) – May Districts The Agency attended the March 1st & 2nd DAC meetings and presented imagery from the district-wide photoshoot. Cultural Umbrella The Agency attended & received approval for the 2016 Culture Magazine. Agency presented topics for next year’s 2017 Culture Magazine.

Diving Umbrella The Agency attended the January 14th, 2016 Dive Umbrella meeting. Fishing Umbrella The Agency attended the February 3, 2016 Fishing Umbrella meeting and received approval for a new fishing spot.

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Search Engine Marketing Report - FYI

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Tinsley Advertising

DEADLINE DATE:

March 11, 2016

I.4.

PAID SEARCH ENGINE MARKETING REPORT JANUARY 2016

Prepared By:

Paid Search Engine Marketing Report Fla-keys.com 1/1/2016 - 1/31/2016

January 2016 Search Engine Marketing Report Summary January saw a total of 28,443 paid search clicks to the fla-keys.com site. The average cost per click was $1.01 and the monthly cost $28,733.06. Keywords will continue to be optimized to lower the cost per click in the future. A spike in search was seen from 1/24-1/31/2016 which was the time period that winter storm Jonas moved through Washington D.C. and the Northeast U.S. Top paid search Keyword terms for the month were "Florida Hotels", "Florida Vacations" and "Florida Vacation". Several of the district search campaigns were built out to include more relevant search terms as all campaigns continue to be optimized on a daily basis. Under performing keywords were eliminated. Keywords are also optimized towards terms that produce longer time spent on the website and view multiple pages including the hotel listings page.

Fla-Keys.com Paid SEM Report January 2016

2

Paid Search Engine Marketing Report Fla-keys.com 1/1/2016 - 1/31/2016 Performance Overview By Search Engine Group Bing Ads Google Adwords Yahoo Gemini Total

Impressions

Clicks

CTR

Cost

CPC

2,797

1.93%

$3,116.06

$1.11

3.25

1,914,608

20,851

1.09%

$21,146.49

$1.01

2.40

934,515

4,795

0.51%

$4,470.51

$0.93

1.57

2,993,681

28,443

0.95%

$28,733.06

$1.01

2.18

Cost Comparison 1/1/2016 to 1/31/2016

Day of the Week Clicks vs. Impressions

Fla-Keys.com Paid SEM Report January 2016

Avg. Pos.

144,558

Day of the Week Avg. Pos. vs. Avg CPC

3

Day of the Week Cost vs. CTR

Paid Search Engine Marketing Report Fla-keys.com 1/1/2016 - 1/31/2016 Top 5 Ads Bing Ads Ads Florida Keys & Key West Official Tourism Site. Escape to the warmth of the FL Keys and relax! www.fla-keys.com Florida Keys & Key West Official vacation planning site. Fish- snorkel or swim w/dolphins! www.fla-keys.com Key West Florida Resorts Official Tourism Site. Plan your trip- view accommodations+more! www.fla-keys.com/keywest Marathon- FL Keys Official Site. Family vacations - dive- fish+swim w/dolphins! www.fla-keys.com/marathon Gay Weddings Key West wedding planning begins here. Official Site. www.fla-keys.com/keywest/weddings

Campaign

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

Generic

24,533

716

2.92%

$550.95

$0.77

2.46

Generic

12,675

475

3.75%

$385.81

$0.81

2.75

Key West

9,296

273

2.94%

$532.71

$1.95

1.82

Marathon

20,296

222

1.09%

$278.44

$1.25

6.16

Key West Gay/Lesbian

23,046

203

0.88%

$99.37

$0.49

3.18

144,558

2,797

1.93%

$3,116.06

$1.11

3.25

Total

Top 5 Ads Google Adwords Ads

Campaign

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

Generic

45,602

2,233

4.90%

$2,201.23

$0.99

2.61

Generic

98,938

1,363

1.38%

$1,460.39

$1.07

5.51

DAC 1 - Key West

38,389

1,253

3.26%

$1,328.44

$1.06

3.90

DAC 1 - Key Key West Honeymoons Close to Perfect. Far from Normal! Honeymoon in a West tropical paradise. www.fla-keys.com/keywest

19,952

980

4.91%

$901.80

$0.92

3.24

21,138

847

4.01%

$585.62

$0.69

3.13

1,914,608

20,851

1.09%

$21,146.49

$1.01

2.40

Florida Keys & Key West Visit the only living coral barrier reef in the continental U.S.+ more! www.fla-keys.com

Florida Keys & Key West Official Vacation Planning Site. Fish- snorkel or swim w/dolphins! www.fla-keys.com

Key West Beach Vacation Official Site. Enjoy sandy beaches divingsnorkeling- boating & more! www.fla-keys.com/keywest

FL Keys Dolphin Swim Official Site of Marathon FL Keys. Dolphin & turtle encounters+more! www.fla-keys.com/marathon

DAC 3 Marathon

Total

Top 5 Ads Yahoo Gemini Ads Florida Keys & Key West Official Tourism Site. Escape to the warmth of the FL Keys and relax! www.fla-keys.com Key West Florida Resorts Official Tourism Site. Plan your trip. view accommodations+more! www.fla-keys.com/keywest Marathon. FL Keys Official Site. Family vacations - dive. fish+swim w/dolphins! www.fla-keys.com/marathon Islamorada. Florida Keys Romantic sunsets. warm breezes. lush tropical setting and more. www.fla-keys.com/islamorada Florida Keys Vacations Official Tourism Site. Escape To The Warmth Of The Florida Keys & Relax www.fla-keys.com

Campaign

Impressions

Generic

CTR

Cost

CPC

Avg. Pos.

1,920

0.54%

$1,502.28

$0.78

1.32

Key West

16,414

699

4.26%

$1,186.39

$1.70

1.92

Marathon

50,242

402

0.80%

$476.99

$1.19

4.34

7,402

376

5.08%

$432.20

$1.15

2.23

110,767

291

0.26%

$279.78

$0.96

1.71

934,515

4,795

0.51%

$4,470.51

$0.93

1.57

Islamorada

Generic

Total

Fla-Keys.com Paid SEM Report January 2016

Clicks

353,644

4

Paid Search Engine Marketing Report Fla-keys.com 1/1/2016 - 1/31/2016 Performance By Campaign Bing Ads Campaign

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

Generic

50,177

1,391

2.77%

$1,086.85

$0.78

2.69

Key West

27,800

574

2.06%

$1,115.68

$1.94

2.03

Marathon

23,879

277

1.16%

$341.10

$1.23

5.78

Key West - Gay/Lesbian

30,539

255

0.83%

$148.75

$0.58

3.35

Islamorada

7,005

180

2.57%

$274.92

$1.53

2.57

Key Largo

5,158

120

2.33%

$148.76

$1.24

3.99

144,558

2,797

1.93%

$3,116.06

$1.11

3.25

Total

Performance By Campaign Google Adwords Campaign

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

Generic

276,843

6,487

2.34%

$6,596.88

$1.02

4.52

DAC 1 - Key West

219,480

5,349

2.44%

$6,537.15

$1.22

3.90

DAC 3 - Marathon

83,200

1,613

1.94%

$1,611.12

$1.00

4.25

DAC 1-Key West LGBT

92,688

1,489

1.61%

$1,519.38

$1.02

3.19

DAC 5 - Key Largo

71,344

1,470

2.06%

$1,047.99

$0.71

3.16

DAC 2 - Big Pine Key & Lower Keys

89,164

1,207

1.35%

$911.71

$0.76

3.52

289,594

1,059

0.37%

$308.66

$0.29

1.00

77,397

979

1.26%

$1,337.53

$1.37

3.88

620,441

974

0.16%

$1,106.87

$1.14

1.00

94,457

224

0.24%

$169.20

$0.76

1.00

1,914,608

20,851

1.09%

$21,146.49

$1.01

2.40

FKDC - Control DAC 4 - Islamorada FKDC - Remarketing FKDC - nSight Total

Performance By Campaign Yahoo Gemini Campaign Generic

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

812,646

2,593

0.32%

$1,795.23

$0.69

1.30

Key West

29,629

961

3.24%

$1,419.26

$1.48

2.15

Marathon

73,364

530

0.72%

$544.24

$1.03

4.18

Islamorada

9,715

421

4.33%

$437.43

$1.04

2.16

Key Largo

3,547

154

4.34%

$162.10

$1.05

2.26

Key West - Gay/Lesbian

5,614

136

2.42%

$112.24

$0.83

2.11

934,515

4,795

0.51%

$4,470.51

$0.93

1.57

Total

Fla-Keys.com Paid SEM Report January 2016

5

Paid Search Engine Marketing Report Fla-keys.com 1/1/2016 - 1/31/2016 Performance By Day of the Month 1/1/2016 to 1/31/2016 Date

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

1/1/2016

75,544

859

1.14%

$978.24

$1.14

2.01

1/2/2016

80,686

864

1.07%

$972.89

$1.13

1.98

1/3/2016

81,169

901

1.11%

$988.50

$1.10

2.04

1/4/2016

89,018

947

1.06%

$1,045.34

$1.10

2.03

1/5/2016

80,594

895

1.11%

$997.65

$1.11

2.22

1/6/2016

81,640

884

1.08%

$972.56

$1.10

2.26

1/7/2016

73,339

831

1.13%

$942.34

$1.13

2.35

1/8/2016

72,891

840

1.15%

$930.42

$1.11

2.41

1/9/2016

68,063

851

1.25%

$934.35

$1.10

2.33

1/10/2016

68,093

877

1.29%

$928.77

$1.06

2.46

1/11/2016

67,135

879

1.31%

$961.27

$1.09

2.64

1/12/2016

71,222

878

1.23%

$952.24

$1.08

2.49

1/13/2016

64,624

860

1.33%

$941.26

$1.09

2.77

1/14/2016

63,901

872

1.36%

$922.05

$1.06

2.84

1/15/2016

64,045

849

1.33%

$913.69

$1.08

2.93

1/16/2016

60,228

869

1.44%

$904.04

$1.04

2.64

1/17/2016

69,835

887

1.27%

$927.37

$1.05

2.59

1/18/2016

69,299

882

1.27%

$954.81

$1.08

2.54

1/19/2016

68,802

930

1.35%

$948.23

$1.02

2.76

1/20/2016

75,173

928

1.23%

$838.77

$0.90

2.85

1/21/2016

92,521

951

1.03%

$889.71

$0.94

2.29

1/22/2016

150,738

944

0.63%

$835.51

$0.89

1.74

1/23/2016

138,378

967

0.70%

$894.03

$0.92

1.99

1/24/2016

136,659

1,038

0.76%

$877.18

$0.85

2.12

1/25/2016

117,529

869

0.74%

$707.23

$0.81

2.14

1/26/2016

144,289

1,033

0.72%

$919.30

$0.89

2.02

1/27/2016

142,053

1,010

0.71%

$904.12

$0.90

1.95

1/28/2016

242,391

1,124

0.46%

$1,050.08

$0.93

1.69

1/29/2016

141,440

919

0.65%

$838.52

$0.91

1.84

1/30/2016

141,146

983

0.70%

$932.02

$0.95

1.89

101,236

1,022

1.01%

$930.54

$0.91

2.24

2,993,681

28,443

0.95%

$28,733.06

$1.01

2.18

1/31/2016 Total

Fla-Keys.com Paid SEM Report January 2016

6

Paid Search Engine Marketing Report Fla-keys.com 1/1/2016 - 1/31/2016 Clicks , Impressions 1/1/2016 to 1/31/2016

Clicks 1/1/2016 to 1/31/2016

Fla-Keys.com Paid SEM Report January 2016

7

Paid Search Engine Marketing Report Fla-keys.com 1/1/2016 - 1/31/2016 CTR , Avg. Pos. 1/1/2016 to 1/31/2016

Avg CPC , Avg. Pos. 1/1/2016 to 1/31/2016

Fla-Keys.com Paid SEM Report January 2016

8

Paid Search Engine Marketing Report Fla-keys.com 1/1/2016 - 1/31/2016 Top 5 Keywords Bing Ads Keyword

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

florida vacations

33,294

1,014

3.05%

$802.89

$0.79

2.60

florida resort

14,246

400

2.81%

$841.94

$2.10

2.07

9,155

237

2.59%

$165.83

$0.70

2.53

18,642

219

1.17%

$277.29

$1.27

6.24

7,930

108

1.36%

$113.56

$1.05

3.81

144,558

2,797

1.93%

$3,116.06

$1.11

3.25

florida vacation family vacations LGBT Wedding Total

Top 5 keywords Google Adwords Keyword florida vacation

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

102,680

2,322

2.26%

$2,465.55

$1.06

4.96

florida vacations

75,009

1,868

2.49%

$1,832.05

$0.98

4.75

florida hotels

71,285

1,652

2.32%

$2,350.94

$1.42

4.03

florida beach vacation

31,784

1,091

3.43%

$1,149.06

$1.05

4.09

florida honeymoons

17,084

838

4.91%

$758.32

$0.90

3.33

1,914,608

20,851

1.09%

$21,146.49

$1.01

2.40

Total

Top 5 Keywords Yahoo Gemini Keyword florida vacations

Impressions

Clicks

CTR

Cost

Avg. Pos.

CPC

41,771

1,211

2.90%

$786.20

$0.65

2.36

755,309

942

0.12%

$987.91

$1.05

1.23

florida resort

16,666

694

4.16%

$1,210.97

$1.74

1.83

family vacations

47,318

386

0.82%

$482.81

$1.25

4.30

3,870

238

6.15%

$310.72

$1.31

1.49

934,515

4,795

0.51%

$4,470.51

$0.93

1.57

native

beach wedding Total

Fla-Keys.com Paid SEM Report January 2016

9

Paid Search Engine Marketing Report Fla-keys.com 1/1/2016 - 1/31/2016 Visit Trends to fla-keys.com from Paid Search

Date

Visits

Pageviews Per Visit

Avg Time On Page

Percent New Visits

Visit Bounce Rate

1/1/2016

503

2.97

67.90

75.94%

52.29%

1/2/2016

481

2.76

66.93

80.46%

55.30%

1/3/2016

563

3.12

74.81

77.62%

52.58%

1/4/2016

557

2.38

74.12

81.33%

59.25%

1/5/2016

500

2.50

79.89

82.00%

59.20%

1/6/2016

486

2.47

71.93

82.51%

62.14%

1/7/2016

449

2.32

55.10

83.30%

61.69%

1/8/2016

467

2.46

86.06

82.66%

61.24%

1/9/2016

442

2.39

63.79

86.20%

57.47%

1/10/2016

503

2.84

71.86

79.32%

57.06%

1/11/2016

508

2.28

69.30

82.48%

58.07%

1/12/2016

476

2.50

64.90

80.88%

59.66%

1/13/2016

468

2.37

71.82

80.13%

55.77%

1/14/2016

439

2.55

65.06

80.87%

59.23%

1/15/2016

394

2.61

71.16

82.49%

59.64%

1/16/2016

404

2.65

77.76

81.93%

59.41%

1/17/2016

502

2.74

60.27

80.88%

54.98%

1/18/2016

477

3.07

66.78

80.50%

57.23%

1/19/2016

358

2.49

79.44

81.01%

56.98%

1/20/2016

480

2.35

62.89

80.83%

61.25%

1/21/2016

525

2.10

80.79

83.05%

64.95%

1/22/2016

490

2.16

71.85

81.84%

66.33%

1/23/2016

490

2.34

63.29

81.22%

65.10%

1/24/2016

492

3.05

64.96

80.49%

58.94%

1/25/2016

406

2.30

61.58

80.05%

63.05%

1/26/2016

483

2.52

66.40

84.47%

61.28%

1/27/2016

495

2.37

76.72

78.38%

62.42%

1/28/2016

426

2.07

75.55

79.81%

64.79%

1/29/2016

405

2.48

63.20

84.94%

61.73%

1/30/2016

481

2.55

62.48

81.50%

65.28%

1/31/2016

516

2.29

70.06

78.88%

63.95%

Fla-Keys.com Paid SEM Report January 2016

10

Paid Search Engine Marketing Report Fla-keys.com 1/1/2016 - 1/31/2016 CPC Visit Totals Medium

Visits

cpc

Pageviews Per Visit 14,666

Avg. Time On Site 2.52

Percent New Visits

106.58

81.16%

Visit Bounce Rate 59.90%

Top Paid Keywords Visit Trend to Fla-Keys.com Keyword

Visits

Pageviews Per Visit

Avg. Time On Site

Percent New Visits

Visit Bounce Rate

florida hotels

1,326

2.72

102.59

84.77%

50.53%

(user vertical targeting)

1,272

1.47

44.78

73.58%

86.79%

florida vacation

1,247

3.62

174.81

82.92%

40.58%

(remarketing/content targeting)

953

2.32

106.12

54.46%

62.33%

florida vacations

837

3.80

173.03

84.59%

37.87%

swim with dolphins in florida

736

1.73

69.26

85.05%

76.09%

florida hotel

556

2.19

72.13

88.85%

60.61%

florida weddings

492

2.59

95.24

82.52%

48.98%

florida camping

465

2.62

133.82

75.27%

51.83%

florida campgrounds

429

1.75

73.66

85.31%

73.43%

florida vacation rentals

341

2.39

154.32

79.18%

60.41%

55to64

339

3.97

237.05

54.87%

54.57%

everglades national park fl

321

2.25

100.94

83.80%

64.49%

beach weddings

308

2.10

68.47

89.29%

65.26%

honeymoon destination

295

2.12

72.01

91.19%

65.76%

honeymoon destinations

282

2.26

65.12

87.94%

57.09%

florida wedding

270

2.25

115.82

79.26%

64.81%

gay resorts

251

2.00

80.17

90.04%

71.71%

everglades national park

226

2.38

69.51

81.42%

65.49%

+florida +vacations

214

5.15

207.35

87.85%

28.50%

florida state parks

201

2.03

42.17

90.05%

72.64%

florida fishing

177

2.36

99.56

81.36%

54.24%

florida boating

174

1.39

36.22

91.38%

85.63%

florida honeymoons

171

3.71

184.88

86.55%

31.58%

gay vacations

164

2.34

93.76

90.85%

64.63%

florida rv resorts

147

2.61

160.80

78.91%

61.22%

gay wedding

140

1.24

8.79

92.14%

90.71%

florida beach vacation

139

2.40

90.63

89.21%

58.99%

dolphin swim florida

138

1.83

91.40

85.51%

73.91%

gay weddings

138

1.28

17.09

89.13%

89.13%

florida national parks

136

1.99

60.97

86.76%

74.26%

florida holidays

111

2.62

142.53

89.19%

49.55%

florida beaches

104

3.13

105.49

81.73%

52.88%

florida resort

99

3.45

222.12

54.55%

46.46%

+florida +golf

90

1.66

25.28

88.89%

66.67%

honeymoon places

89

2.24

90.48

92.13%

56.18%

florida golf

81

1.91

32.05

88.89%

64.20%

destination wedding

79

2.87

94.58

84.81%

46.84%

beach weddings in florida

78

3.55

225.77

89.74%

41.03%

+gay +resorts

61

2.79

89.26

86.89%

49.18%

florida destination wedding

57

2.79

223.79

82.46%

45.61%

+florida +diving

53

1.94

57.00

88.68%

77.36%

fun honeymoon destinations

51

2.80

70.84

86.27%

60.78%

wreck diving

50

1.72

56.68

78.00%

80.00%

+weekend +getaways

45

2.96

137.47

91.11%

57.78%

fishing in florida

42

2.02

99.69

88.10%

69.05%

florida snorkeling

36

4.31

198.97

72.22%

41.67%

island weddings

33

2.85

104.18

90.91%

48.48%

Fla-Keys.com Paid SEM Report January 2016

11

Paid Search Engine Marketing Report Fla-keys.com 1/1/2016 - 1/31/2016 florida weekend getaway

31

3.13

86.65

87.10%

32.26%

honeymoon ideas

30

1.70

59.07

83.33%

70.00%

+florida +honeymoons

29

5.07

234.66

86.21%

41.38%

+gay +miami

27

1.67

74.19

81.48%

88.89%

hobbies & leisure/water activities/diving & underwater activities (not set)

23

1.22

56.00

95.65%

82.61%

21

1.52

18.05

66.67%

71.43%

+gay +vacations

21

2.05

49.33

90.48%

52.38%

florida rv parks and campgrounds

21

1.67

55.52

85.71%

76.19%

tarpon fishing

21

2.86

91.00

80.95%

47.62%

places to vacation in florida

20

3.15

93.00

95.00%

45.00%

fl destination wedding

18

3.33

94.72

100.00%

38.89%

florida gay wedding

18

3.22

45.89

94.44%

38.89%

florida scuba diving

18

3.56

218.50

72.22%

50.00%

florida rv resort

17

1.82

170.76

82.35%

70.59%

florida sport fishing

17

2.47

90.88

76.47%

52.94%

scuba diving travel

17

1.24

19.35

100.00%

82.35%

florida family vacation

16

3.31

246.62

62.50%

37.50%

florida getaway

15

2.53

36.27

80.00%

40.00%

florida rv park

15

2.20

68.47

86.67%

46.67%

diving

11

1.18

8.00

90.91%

81.82%

florida rv parks

11

2.18

79.73

81.82%

63.64%

gay destination weddings

11

1.00

0.00

90.91%

100.00%

fishing vacations

9

2.44

38.67

77.78%

44.44%

best places for honeymoon

8

1.00

0.00

75.00%

100.00%

hotels everglades national park

8

5.38

198.00

100.00%

37.50%

pet friendly florida hotels

8

1.62

96.50

87.50%

87.50%

fishing florida

7

2.14

24.43

100.00%

71.43%

fishing vacation

7

2.00

189.00

85.71%

57.14%

+gay +ft. +lauderdale

6

2.50

43.33

83.33%

50.00%

fishing vacations in florida

6

5.33

367.33

100.00%

50.00%

romantic honeymoon

6

1.00

0.00

100.00%

100.00%

+florida+beaches

5

4.60

261.20

0.00%

60.00%

florida beachfront hotels

5

6.00

356.40

100.00%

40.00%

florida charter fishing

5

3.00

107.00

80.00%

60.00%

florida diving

5

4.80

215.20

100.00%

20.00%

florida vacation places

5

2.40

139.40

80.00%

40.00%

gay ft. lauderdale

5

2.00

19.00

100.00%

60.00%

miami fishing

5

1.00

0.00

80.00%

100.00%

family vacation

4

2.50

132.00

100.00%

50.00%

fishing in miami

4

3.00

58.75

75.00%

25.00%

florida holiday rentals

4

1.75

8.50

100.00%

50.00%

florida rv campgrounds

4

5.00

579.25

50.00%

25.00%

redfish fishing

4

1.50

20.00

100.00%

75.00%

vacation home rental in florida

4

1.25

8.00

100.00%

75.00%

+florida +vacation

3

2.00

72.67

0.00%

33.33%

+gay +vacation

3

3.00

106.67

100.00%

33.33%

best vacation places in florida

3

5.33

268.67

100.00%

33.33%

cabins everglades national park

3

1.00

0.00

33.33%

100.00%

exotic honeymoon

3

4.67

92.67

66.67%

0.00%

florida art shows

3

1.00

0.00

100.00%

100.00%

florida scuba

3

3.67

449.33

100.00%

66.67%

hotel everglades national park

3

1.67

46.33

100.00%

33.33%

Fla-Keys.com Paid SEM Report January 2016

12

PAID SEARCH ENGINE MARKETING REPORT FEBRUARY 2016

Prepared By:

Paid Search Engine Marketing Report Fla-keys.com 2/1/2016 - 2/29/2016

February 2016 Search Engine Marketing Report Summary February remains strong with 26,915 paid search clicks to fla-keys.com at an average cost per click of .97 cents per click. This was lower than January's $1.01 per click. Total spend for the month was $25,976.50. Top paid search Keyword terms were "Florida Vacations", "Vacation packages to Florida" and "Vacation home rental in florida". All keywords are optimized on a daily basis to make sure all search terms for Google, Yahoo and Bing lead to relevant search results for The Florida Keys & Key West. Keywords are also optimized towards terms that produce longer time spent on the website and view multiple pages including the hotel listings page.

Fla-Keys.com Paid SEM Report February 2016

2

Paid Search Engine Marketing Report Fla-keys.com 2/1/2016 - 2/29/2016 Performance Overview By Search Engine Group Bing Ads

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

125,793

2,543

2.02%

$2,865.03

$1.13

Google Adwords

1,854,398

20,262

1.09%

$19,383.44

$0.96

2.25

Yahoo Gemini

1,888,742

4,110

0.22%

$3,728.03

$0.91

1.43

Total

3,868,933

26,915

0.70%

$25,976.50

$0.97

1.88

Cost Comparison 2/1/2016 to 2/29/2016

Day of the Week Clicks vs. Impressions

Fla-Keys.com Paid SEM Report February 2016

Day of the Week Avg. Pos. vs. Avg CPC

3

Day of the Week Cost vs. CTR

3.04

Paid Search Engine Marketing Report Fla-keys.com 2/1/2016 - 2/29/2016 Top 5 Ads Bing Ads Ads Florida Keys & Key West Official Tourism Site. Escape to the warmth of the FL Keys and relax! www.fla-keys.com Florida Keys & Key West Official vacation planning site. Fish- snorkel or swim w/dolphins! www.fla-keys.com Key West Florida Resorts Official Tourism Site. Plan your trip- view accommodations+more! www.fla-keys.com/keywest Marathon- FL Keys Official Site. Family vacations - dive- fish+swim w/dolphins! www.fla-keys.com/marathon Florida Keys Vacations Official Tourism Site. Escape To The Warmth Of The Florida Keys & Relax www.fla-keys.com

Campaign

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

Generic

19,457

611

3.14%

$479.68

$0.79

2.47

Generic

12,365

514

4.16%

$445.83

$0.87

2.57

Key West

8,332

284

3.41%

$528.63

$1.86

1.99

Marathon

12,826

195

1.52%

$242.92

$1.25

4.48

Generic

10,234

139

1.36%

$92.85

$0.67

2.89

125,793

2,543

2.02%

$2,865.03

$1.13

3.04

Total

Top 5 Ads Google Adwords Ads Key West Beach Vacation Official Site. Enjoy sandy beaches divingsnorkeling- boating & more! www.fla-keys.com/keywest

Florida Keys & Key West Visit the only living coral barrier reef in the continental U.S.+ more! www.fla-keys.com

Campaign

Impressions

FL Keys Dolphin Swim Official Site of Marathon FL Keys. Dolphin & turtle encounters+more! www.fla-keys.com/marathon

CTR

Cost

CPC

Avg. Pos.

69,156

2,016

2.92%

$2,381.86

$1.18

3.57

Generic

31,154

1,370

4.40%

$1,444.06

$1.05

2.59

27,621

1,346

4.87%

$1,500.69

$1.11

3.02

Generic

25,032

1,277

5.10%

$1,348.05

$1.06

2.56

DAC 3 Marathon

26,432

1,061

4.01%

$786.35

$0.74

3.13

1,854,398

20,262

1.09%

$19,383.44

$0.96

2.25

DAC 1 - Key Key West Honeymoons Close to Perfect. Far from Normal! Honeymoon in a West tropical paradise. www.fla-keys.com/keywest

Florida Keys & Key West Visit a living coral barrier reef. Colorful coral/fishwrecks+more! www.fla-keys.com

Clicks

DAC 1 - Key West

Total

Top 5 Ads Yahoo Gemini Ads Florida Keys & Key West Official Tourism Site. Escape to the warmth of the FL Keys and relax! www.fla-keys.com Florida Fishing Official Site. Hire a captain/charter & see what drew Hemingway here! www.fla-keys.com/keywest Florida Keys Vacations Official Tourism Site. Escape To The Warmth Of The Florida Keys & Relax www.fla-keys.com Marathon. FL Keys Official Site. Family vacations - dive. fish+swim w/dolphins! www.fla-keys.com/marathon Islamorada. Florida Keys Romantic sunsets. warm breezes. lush tropical setting and more. www.fla-keys.com/islamorada

Campaign

Impressions

Generic

CTR

Cost

CPC

Avg. Pos.

1,623

0.12%

$1,755.93

$1.08

1.12

Key West

20,014

368

1.84%

$273.20

$0.74

1.34

Generic

94,868

348

0.37%

$422.23

$1.21

2.95

Marathon

65,965

315

0.48%

$396.65

$1.26

4.30

5,935

304

5.12%

$378.11

$1.24

2.07

1,888,742

4,110

0.22%

$3,728.03

$0.91

1.43

Islamorada

Total

Fla-Keys.com Paid SEM Report February 2016

Clicks

1,325,681

4

Paid Search Engine Marketing Report Fla-keys.com 2/1/2016 - 2/29/2016 Performance By Campaign Bing Ads Campaign

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

Generic

42,056

1,264

3.01%

$1,018.36

$0.81

2.60

Key West

22,047

540

2.45%

$1,044.06

$1.93

2.35

Marathon

19,698

266

1.35%

$317.32

$1.19

3.85

9,135

173

1.89%

$244.15

$1.41

3.12

25,663

169

0.66%

$104.03

$0.62

3.15

7,194

131

1.82%

$137.11

$1.05

5.00

125,793

2,543

2.02%

$2,865.03

$1.13

3.04

Islamorada Key West - Gay/Lesbian Key Largo Total

Performance By Campaign Google Adwords Campaign

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

Generic

243,018

5,632

2.32%

$6,138.84

$1.09

DAC 1 - Key West

219,182

5,253

2.40%

$6,146.80

$1.17

3.66

DAC 3 - Marathon

96,739

2,051

2.12%

$1,577.93

$0.77

4.72

DAC 5 - Key Largo

64,011

1,461

2.28%

$1,012.50

$0.69

3.05

DAC 1-Key West LGBT

70,259

1,291

1.84%

$1,270.73

$0.98

3.25

288,750

1,275

0.44%

$303.96

$0.24

1.00

79,835

1,237

1.55%

$815.65

$0.66

3.22

721,639

1,059

0.15%

$808.80

$0.76

1.00

70,965

1,003

1.41%

$1,308.23

$1.30

3.59

1,854,398

20,262

1.09%

$19,383.44

$0.96

2.25

FKDC - Control DAC 2 - Big Pine Key & Lower Keys FKDC - Remarketing DAC 4 - Islamorada Total

3.99

Performance By Campaign Yahoo Gemini Campaign Generic

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

1,725,772

2,164

0.13%

$1,624.00

$0.75

1.24

Key West

49,102

863

1.76%

$877.63

$1.02

2.51

Marathon

96,196

416

0.43%

$477.64

$1.15

4.30

Islamorada

6,918

335

4.84%

$394.29

$1.18

2.18

Key West - Gay/Lesbian

7,519

213

2.83%

$209.47

$0.98

1.91

Key Largo

3,235

119

3.68%

$145.00

$1.22

2.75

1,888,742

4,110

0.22%

$3,728.03

$0.91

1.43

Total

Fla-Keys.com Paid SEM Report February 2016

5

Paid Search Engine Marketing Report Fla-keys.com 2/1/2016 - 2/29/2016 Performance By Day of the Month 2/1/2016 to 2/29/2016 Date

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

2/1/2016

137,445

904

0.66%

$769.17

$0.85

1.94

2/2/2016

143,429

1,071

0.75%

$978.83

$0.91

2.05

2/3/2016

142,579

1,007

0.71%

$925.40

$0.92

2.00

2/4/2016

133,271

902

0.68%

$853.60

$0.95

2.09

2/5/2016

147,193

933

0.63%

$897.07

$0.96

1.88

2/6/2016

122,055

930

0.76%

$901.73

$0.97

2.03

2/7/2016

120,606

974

0.81%

$895.17

$0.92

2.13

2/8/2016

129,219

911

0.71%

$814.17

$0.89

1.97

2/9/2016

135,117

1,003

0.74%

$946.36

$0.94

2.03

2/10/2016

136,243

966

0.71%

$912.45

$0.94

1.96

2/11/2016

126,547

876

0.69%

$852.90

$0.97

2.07

2/12/2016

131,324

864

0.66%

$878.08

$1.02

1.94

2/13/2016

159,341

940

0.59%

$917.89

$0.98

1.79

2/14/2016

148,862

972

0.65%

$943.53

$0.97

1.87

2/15/2016

143,194

916

0.64%

$838.03

$0.91

1.94

2/16/2016

153,670

984

0.64%

$935.58

$0.95

1.88

2/17/2016

142,928

946

0.66%

$917.03

$0.97

1.94

2/18/2016

108,589

921

0.85%

$928.34

$1.01

2.01

2/19/2016

135,378

937

0.69%

$917.56

$0.98

1.83

2/20/2016

120,053

904

0.75%

$912.72

$1.01

1.96

2/21/2016

130,056

965

0.74%

$940.12

$0.97

1.92

2/22/2016

151,276

895

0.59%

$823.84

$0.92

1.70

2/23/2016

148,989

977

0.66%

$966.62

$0.99

1.58

2/24/2016

135,938

934

0.69%

$946.59

$1.01

1.55

2/25/2016

131,463

881

0.67%

$889.02

$1.01

1.68

2/26/2016

126,386

808

0.64%

$843.98

$1.04

1.63

2/27/2016

108,457

892

0.82%

$950.00

$1.07

1.74

2/28/2016

96,712

940

0.97%

$940.57

$1.00

1.85

2/29/2016

122,613

762

0.62%

$740.15

$0.97

1.57

3,868,933

26,915

0.70%

$25,976.50

$0.97

1.88

Total

Fla-Keys.com Paid SEM Report February 2016

6

Paid Search Engine Marketing Report Fla-keys.com 2/1/2016 - 2/29/2016 Clicks , Impressions 2/1/2016 to 2/29/2016

Clicks 2/1/2016 to 2/29/2016

Fla-Keys.com Paid SEM Report February 2016

7

Paid Search Engine Marketing Report Fla-keys.com 2/1/2016 - 2/29/2016 CTR , Avg. Pos. 2/1/2016 to 2/29/2016

Avg CPC , Avg. Pos. 2/1/2016 to 2/29/2016

Fla-Keys.com Paid SEM Report February 2016

8

Paid Search Engine Marketing Report Fla-keys.com 2/1/2016 - 2/29/2016 Top 5 Keywords Bing Ads Keyword

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

florida vacations

26,874

1,001

3.72%

$806.95

$0.81

2.53

florida resort

12,559

374

2.98%

$744.23

$1.99

2.25

family vacations

9,098

174

1.91%

$224.68

$1.29

4.62

florida vacation

8,701

132

1.52%

$79.79

$0.60

2.41

vacation florida

4,796

83

1.73%

$57.79

$0.70

3.01

125,793

2,543

2.02%

$2,865.03

$1.13

3.04

Total

Top 5 keywords Google Adwords Keyword

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

vacation packages to florida

40,325

1,218

3.02%

$1,336.55

$1.10

4.88

florida beach vacation

33,643

1,069

3.18%

$1,242.85

$1.16

4.17

florida vacations

30,098

800

2.66%

$865.89

$1.08

4.10

florida vacation

27,153

594

2.19%

$651.36

$1.10

4.46

9,289

586

6.31%

$649.00

$1.11

2.66

1,854,398

20,262

1.09%

$19,383.44

$0.96

2.25

honeymoon spots in florida Total

Top 5 Keywords Yahoo Gemini Keyword native

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

1,725,743

2,164

0.13%

$2,381.86

$1.10

1.24

florida resort

14,707

309

2.10%

$417.19

$1.35

2.51

family vacations

21,944

280

1.28%

$374.56

$1.34

4.27

florida fishing

14,392

176

1.22%

$123.57

$0.70

1.10

2,683

164

6.11%

$204.80

$1.25

2.24

1,888,742

4,110

0.22%

$3,728.03

$0.91

1.43

florida beach wedding Total

Visit Trends to fla-keys.com from Paid Search

Fla-Keys.com Paid SEM Report February 2016

9

Paid Search Engine Marketing Report Fla-keys.com 2/1/2016 - 2/29/2016 Date

Visits

Pageviews Per Visit

Avg Time On Page

Percent New Visits

Visit Bounce Rate

2/1/2016

449

2.34

56.37

79.51%

61.02%

2/2/2016

530

2.21

64.03

79.62%

63.96%

2/3/2016

492

2.22

64.52

81.30%

64.02%

2/4/2016

409

2.39

67.28

78.24%

62.59%

2/5/2016

420

2.40

65.74

77.62%

58.81%

2/6/2016

447

2.26

81.74

80.54%

63.76%

2/7/2016

461

2.41

71.39

80.48%

63.12%

2/8/2016

404

2.59

68.84

79.95%

59.65%

2/9/2016

484

2.73

70.73

78.10%

59.71%

2/10/2016

363

2.33

69.48

81.54%

61.43%

2/11/2016

393

2.18

66.01

79.90%

62.09%

2/12/2016

456

2.30

62.56

72.81%

62.72%

2/13/2016

425

2.25

89.07

83.29%

63.53%

2/14/2016

455

2.59

84.17

82.20%

54.73%

2/15/2016

410

2.67

65.96

78.29%

57.56%

2/16/2016

453

2.37

84.10

82.34%

61.15%

2/17/2016

462

2.58

68.11

80.09%

62.99%

2/18/2016

457

2.42

73.86

82.06%

62.58%

2/19/2016

422

2.28

76.27

79.62%

64.69%

2/20/2016

431

2.40

71.43

80.28%

65.66%

2/21/2016

492

2.69

78.57

78.46%

58.94%

2/22/2016

387

2.30

80.73

80.10%

59.69%

2/23/2016

461

2.56

66.10

80.04%

55.53%

2/24/2016

454

2.36

72.95

82.60%

57.93%

2/25/2016

396

2.20

60.19

84.09%

63.89%

2/26/2016

376

2.31

67.23

80.05%

60.64%

2/27/2016

399

2.45

73.49

83.96%

60.65%

2/28/2016

475

2.38

70.41

80.63%

61.05%

2/29/2016

359

2.38

67.39

80.22%

60.17%

CPC Visit Totals Medium cpc

Fla-Keys.com Paid SEM Report February 2016

Visits

Pageviews Per Visit 12,622

Avg. Time On Site 2.40

100.06

10

Percent New Visits 80.24%

Visit Bounce Rate 61.19%

Paid Search Engine Marketing Report Fla-keys.com 2/1/2016 - 2/29/2016 Top Paid Keywords Visit Trend to Fla-Keys.com Keyword

Visits

Pageviews Per Visit

Avg. Time On Site

Percent New Visits

Visit Bounce Rate

(user vertical targeting)

1,325

1.25

34.30

74.87%

88.00%

(remarketing/content targeting)

1,138

2.54

98.08

58.17%

60.72%

vacation home rental in florida

459

1.95

81.98

83.88%

72.77%

florida vacations

406

3.56

164.83

85.47%

41.38%

vacation packages to florida

397

3.55

144.44

86.65%

39.29%

florida campgrounds

393

1.98

88.24

84.99%

71.50%

florida vacation

338

3.67

196.46

78.99%

37.57%

everglades national park

277

2.42

104.58

77.26%

63.54%

55to64

251

2.83

160.53

42.23%

56.18%

beach weddings

246

2.03

76.28

87.40%

63.82%

florida fishing

246

2.82

131.65

78.46%

50.41%

rental vacation homes in florida

241

2.06

72.02

82.16%

68.88%

vacations florida

237

3.40

126.66

88.61%

43.46%

florida hotels

235

2.11

52.47

84.68%

57.87%

honeymoon destinations

194

2.44

65.82

86.60%

58.25%

swim with dolphins in florida

183

1.50

36.69

80.87%

80.87%

campground in florida

169

2.43

82.89

79.29%

57.99%

florida weddings

164

2.31

87.66

83.54%

50.00%

florida national parks

160

1.97

92.47

83.75%

77.50%

hotels in florida

160

2.36

98.56

83.75%

60.63%

florida hotel

155

2.06

46.63

87.74%

61.94%

everglades national park fl

154

2.82

176.67

76.62%

61.04%

honeymoon destination

149

2.30

55.95

91.28%

54.36%

honeymoon spots in florida

147

3.41

161.39

85.71%

34.69%

+florida +vacations

127

3.76

136.91

85.04%

33.86%

florida holidays

125

2.73

95.02

90.40%

55.20%

honeymoon places

122

2.62

115.43

90.16%

54.92%

romantic honeymoon ideas

115

2.71

177.42

85.22%

55.65%

campgrounds in southern florida

107

2.05

109.24

77.57%

63.55%

honeymoons in florida

104

3.77

190.91

83.65%

38.46%

florida beaches

98

2.49

123.36

90.82%

57.14%

scuba diving snorkel

97

1.29

25.65

87.63%

87.63%

national parks florida

80

2.21

116.26

78.75%

65.00%

beach weddings in florida

75

2.56

58.89

84.00%

48.00%

gay resorts

75

1.25

9.95

88.00%

88.00%

florida camping

71

2.48

74.23

60.56%

57.75%

gay cruise vacations

69

2.43

131.65

95.65%

72.46%

tent camping in florida

67

3.16

117.48

74.63%

55.22%

florida wedding

65

2.63

117.25

64.62%

63.08%

honeymoon ideas

63

2.63

86.08

93.65%

50.79%

florida miami hotels

60

1.57

31.68

88.33%

73.33%

island weddings

59

3.02

160.44

91.53%

50.85%

florida vacation rentals

57

2.60

288.32

82.46%

63.16%

florida destination wedding

53

2.55

193.09

81.13%

33.96%

swim with dolphins florida

51

2.92

156.75

88.24%

17.65%

swimming with the dolphins in miami florida

48

3.10

122.21

85.42%

25.00%

swimming with the dolphins in florida

47

3.04

142.81

68.09%

34.04%

fishing florida

46

2.35

91.85

71.74%

65.22%

swim with the dolphins in florida

46

2.83

154.41

86.96%

32.61%

Fla-Keys.com Paid SEM Report February 2016

11

Paid Search Engine Marketing Report Fla-keys.com 2/1/2016 - 2/29/2016 places to vacation in florida

43

2.86

146.05

90.70%

41.86%

state parks in florida

43

2.14

92.60

93.02%

76.74%

diving and scuba diving

42

1.55

51.36

85.71%

85.71%

gay friendly resorts

41

1.39

43.78

97.56%

90.24%

gay vacations

41

1.93

56.24

90.24%

68.29%

viaggio in florida

41

1.17

41.15

92.68%

85.37%

florida state parks

40

1.80

41.68

90.00%

72.50%

great vacation spots in florida

40

4.58

212.18

80.00%

40.00%

hotel everglades national park

39

2.33

170.08

79.49%

61.54%

rental vacation homes florida

39

2.28

168.49

84.62%

56.41%

destination wedding

36

2.08

132.25

91.67%

61.11%

beautiful honeymoon destinations

35

3.26

82.91

97.14%

28.57%

golf vacations

35

2.17

50.77

100.00%

68.57%

gay travel

34

1.65

64.59

100.00%

73.53%

wedding at the beach in florida

34

2.26

209.47

85.29%

47.06%

fl beach

33

4.33

113.33

87.88%

39.39%

florida honeymoons

32

2.59

104.22

75.00%

56.25%

gay beach resorts

32

1.69

95.31

90.63%

78.13%

florida honeymoon

31

3.74

152.74

83.87%

29.03%

fishing in florida

30

2.23

91.10

76.67%

60.00%

florida beach

30

4.60

310.47

76.67%

43.33%

gay and lesbian vacations

30

2.37

86.53

90.00%

63.33%

golfing florida

30

1.60

34.27

86.67%

66.67%

florida golf

29

1.34

10.69

86.21%

79.31%

state park in florida

29

1.45

15.14

75.86%

82.76%

where can you swim with the dolphins in florida

29

3.41

172.72

86.21%

17.24%

hotels at florida

28

2.68

121.93

85.71%

32.14%

fishing vacation

27

3.04

277.19

88.89%

62.96%

florida vacation places

27

2.78

96.11

85.19%

59.26%

hotel florida usa

26

2.73

67.96

96.15%

57.69%

campgrounds florida

25

1.84

43.92

92.00%

76.00%

florida boating

24

1.50

44.08

83.33%

79.17%

florida vacation spots

24

5.21

165.67

83.33%

33.33%

state park florida

24

1.83

20.08

83.33%

83.33%

florida golf courses

23

2.09

86.96

100.00%

73.91%

gay wedding

23

2.17

43.39

78.26%

82.61%

national parks in florida

23

2.04

53.22

91.30%

69.57%

dolphin swim florida

22

1.91

124.09

77.27%

50.00%

hotels everglades national park

21

2.29

99.86

85.71%

61.90%

hotels on florida

20

2.90

125.10

90.00%

45.00%

+gay +miami

19

1.42

41.37

94.74%

68.42%

florida vacations spots

19

3.95

147.21

78.95%

36.84%

fun florida vacations

19

3.16

156.32

78.95%

47.37%

marinas in florida

19

1.32

20.16

84.21%

84.21%

exotic romantic getaways

18

3.00

122.28

88.89%

44.44%

fishing vacations

18

1.83

30.56

72.22%

66.67%

gay weddings

18

1.50

21.06

94.44%

72.22%

florida vacation home rentals

17

1.18

3.59

88.24%

88.24%

gay single vacations

17

1.71

83.53

100.00%

58.82%

honeymoon florida

17

3.29

193.00

76.47%

29.41%

swimming with dolphins in florida

17

2.29

120.35

76.47%

35.29%

Fla-Keys.com Paid SEM Report February 2016

12

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

I.5.

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Presentation: Washington, DC Campaign

ITEM BACKGROUND:

The Agencies and staff will present the recently completed Washington, DC Own a City Campaign. Tinsley Advertising, NewmanPR and Sales and Research staff will give a comprehensive presentation on the DC Station-domination marketing campaign.

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Tinsley Advertising

DEADLINE DATE:

March 11, 2016

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Sales and Marketing Status Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Sales Department

DEADLINE DATE:

March 11, 2016

J.1.

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Research Status Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Research Department

DEADLINE DATE:

March 11, 2016

K.1.

Market Research Status Report March, 2016

ONGOING PROJECTS: Project Visitor Profile Survey Visitor Information Services (VIS) Survey Smith Travel Research Occupancy, Average Daily Rate and RevPAR reports

Status Interviewing continues throughout the Keys. The most recent report is posted to the County website at: http://www.monroecounty-fl.gov/index.aspx?nid=328 February, 2016 report included in packet Included in packet: January report for Monroe County, Middle & Upper Keys Combined, Key West, Key West B&B, Guest Houses and Inns, Key Largo, Marathon and top Florida Markets. Also included are daily reports for Monroe County, Monroe County excluding Key West and Key West for February/March.

V-Trip Vacation Rental Occupancy, Average Daily Included in packet are February reports for Monroe Rate and RevPAR report County. Current Economic/Tourism Indicators Included in package are tourism indicators for February SPECIAL PROJECTS We are currently conducting the following special projects: 

Examining increasing salt-water recreational tourism in the Florida Keys & Key West by targeting fresh-water anglers o Status: Executive summary included in packet, presentation will be included at the March TDC meeting.



Examining Millennials intentions and attitudes toward a Florida Keys & Key West vacation o Status: Secondary research conducted; qualitative phase completed; quantitative phase underway



Fla-keys.com website usability study o Status: Data collection underway

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Review of VIS Call Reports

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Research Department

DEADLINE DATE:

March 11, 2016

K.2.

I.1 Monroe County January/February, 2016 AT&T Call Report* January 19, 2016 - February 18, 2016 1-800-FLA-KEYS and District 1-800 Numbers Chamber Key West Lower Keys Marathon Islamorada Key Largo

1-800 FLA-KEYS 295 51 53 73 87

District 800 225 86 132 67 131

Completed Calls Count 520 137 185 140 218

*Does not include Chamber phone lines that are not funded by the TDC; such as the Chambers’ local 305 business numbers

Monroe County February, 2016

Live Chat Totals by Chamber Chamber Key West Lower Keys Marathon Islamorada Key Largo

Chat Count 20 15 12 15 23

Daily Live Chat Statistics

Monroe Country TDC Chamber Survey - Reports

1 of 1

http://www.fla-keys.com/chambersurvey/reportproc.cfm

CHAMBER

305DIST

800DIST

FLA KEYS

EMAIL

KEY WEST MARATHON ISLAMORADA KEY LARGO LOWER KEYS

97 32 97 29 1 256

45 96 64 51 10 266

130 22 18 22 0 192

1008 150 18 8 5 1,189

8 14 30 6 19 77

12.9%

13.4%

9.7%

60.1%

3.9%

OTHER

TOTAL

PERCENT

1288 314 227 116 35 1,980

65.1% 15.9% 11.5% 5.9% 1.8%

FYTD TOTAL

FYTD PERCENT

4,716 1,186 755 415 142 7,214

65.4% 16.4% 10.5% 5.8% 2.0%

Note: The "305DIST", "800DIST", and "FLAKEYS" column headings indicate the phone line the call came in on, as entered by staff. If this field is left blank, the call is classified into "OTHER", which also includes Postal, Live Chat, and Voice Mail contacts.

3/11/2016 9:21 AM

Monroe Country TDC Chamber Survey - Reports

1 of 1

TYPE OF CALLER

Email Consumer Voice Mail Unknown Chat Travel Agent Postal Inquiry

http://www.fla-keys.com/chambersurvey/reportproc.cfm

305DIST

800DIST

FLA KEYS

OTHER

TOTAL

PERCENT

1 249 2 1 1 2 0 254

3 249 6 3 2 3 0 263

2 169 20 0 0 1 0 191

1175 49 7 18 1 1 5 1,250

1181 717 35 22 13 7 5 1,980

59.6% 36.2% 1.8% 1.1% 0.7% 0.4% 0.3%

12.8%

13.3%

9.6%

63.1%

FYTD TOTAL

FYTD PERCENT

3,999 2,750 140 190 92 24 19 7,214

55.4% 38.1% 1.9% 2.6% 1.3% 0.3% 0.3%

Note: If type of caller is "Consumer" and phone line is "Unknown", either staff did not collect this information or caller did not provide it. If type of caller is "Unknown", the type of caller field was not completed by staff.

3/11/2016 9:23 AM

Monroe Country TDC Chamber Survey - Reports

1 of 1

TRANSPORTATION

Fly/Drive Undecided Automobile Commercial Airline RV Ferry Motorcycle Cruise Ship Bus/Shuttle Tour Bus Private Boat Private Plane Train

http://www.fla-keys.com/chambersurvey/reportproc.cfm

OTHER

TOTAL

PERCENT

FYTD TOTAL

FYTD PERCENT

95 30 47

485 754 13

907 804 177

45.8% 40.6% 8.9%

5,347 936 615

74.1% 13.0% 8.5%

6

15

0

32

1.6%

115

1.6%

8 10 4 0 2 1 0 0 0 256

7 0 1 0 3 1 3 1 0 266

2 0 2 1 0 0 0 0 0 192

0 1 3 7 1 1 0 0 1 1,266

17 11 10 8 6 3 3 1 1 1,980

0.9% 0.6% 0.5% 0.4% 0.3% 0.2% 0.2% 0.1% 0.1%

75 31 24 35 11 13 8 3 1 7,214

1.0% 0.4% 0.3% 0.5% 0.2% 0.2% 0.1% 0.0% 0.0%

12.9%

13.4%

9.7%

63.9%

305DIST

800DIST

145 9 66

182 11 51

11

FLA KEYS

3/11/2016 9:23 AM

Monroe Country TDC Chamber Survey - Reports

1 of 1

MONTH TRAVELING

Unknown March April February May June July October September November December August January

http://www.fla-keys.com/chambersurvey/reportproc.cfm

305DIST

800DIST

FLA KEYS

OTHER

TOTAL

PERCENT

60 61 35 42 28 12 4 4 2 3 3 1 1 255

52 67 38 50 13 16 10 2 4 2 3 3 6 260

62 31 26 17 15 15 6 7 4 2 1 5 1 191

564 175 153 55 99 64 48 28 20 18 18 13 11 1,255

738 334 252 164 155 107 68 41 30 25 25 22 19 1,980

37.3% 16.9% 12.7% 8.3% 7.8% 5.4% 3.4% 2.1% 1.5% 1.3% 1.3% 1.1% 1.0%

12.9%

13.1%

9.6%

63.4%

FYTD TOTAL

FYTD PERCENT

2,632 797 573 847 357 243 163 151 87 251 441 60 612 7,214

36.5% 11.0% 7.9% 11.7% 4.9% 3.4% 2.3% 2.1% 1.2% 3.5% 6.1% 0.8% 8.5%

3/11/2016 9:23 AM

Monroe Country TDC Chamber Survey - Reports

1 of 1

INTERESTS

http://www.fla-keys.com/chambersurvey/reportproc.cfm

305DIST

Attractions Dining/Entertainment Snorkeling Cultural Events/Theatre /Music Guided Nature Tour Water Sports Fishing Deep Sea Coupon Book Fishing Backcountry Diving Sailing Boat Rentals Fishing Tournament Marinas None Kids/Family Vacations Weather Relocation/Real Estate Wedding Honeymoon

800DIST

FLA KEYS

OTHER

TOTAL

PERCENT

FYTD TOTAL

FYTD PERCENT

181 82 37

156 63 28

176 119 48

1188 991 243

1701 1255 356

23.3% 17.2% 4.9%

6,197 4,090 1,144

25.1% 16.6% 4.6%

44

33

37

235

349

4.8%

1,042

4.2%

37 29 32 37 27 7 8 6 9 3 10

34 23 23 30 19 5 6 8 8 5 32

37 47 40 38 39 4 8 5 17 2 6

229 223 155 126 143 110 94 82 50 53 10

337 322 250 231 228 126 116 101 84 63 58

4.6% 4.4% 3.4% 3.2% 3.1% 1.7% 1.6% 1.4% 1.1% 0.9% 0.8%

1,011 1,049 794 598 661 421 360 369 287 235 225

4.1% 4.3% 3.2% 2.4% 2.7% 1.7% 1.5% 1.5% 1.2% 1.0% 0.9%

10

12

4

31

57

0.8%

191

0.8%

3

3

4

18

28

0.4%

167

0.7%

4

5

3

14

26

0.4%

135

0.5%

6 4 576

2 1 496

0 0 634

13 13 4,021

21 18 7,313

0.3% 0.2%

76 64 24,647

0.3% 0.3%

7.9%

6.8%

8.7%

55.0%

Note: More than one interest can be indicated in the Visitor Interests field. Therefore, the total number of interests is typically greater than the total number of callers.

3/11/2016 9:24 AM

Monroe Country TDC Chamber Survey - Reports

1 of 1

ACCOMMODATIONS

Hotel/Motel B&B/Guest House None Vacation Rental Campground/RV

http://www.fla-keys.com/chambersurvey/reportproc.cfm

305DIST

800DIST

FLA KEYS

OTHER

TOTAL

PERCENT

FYTD TOTAL

FYTD PERCENT

210

199

184

1151

1744

51.5%

5,543

47.7%

97

57

117

939

1210

35.8%

3,683

31.7%

25 29 15 376

47 24 16 343

6 23 5 335

104 102 34 2,330

182 178 70 3,384

5.4% 5.3% 2.1%

1,410 709 286 11,631

12.1% 6.1% 2.5%

11.1%

10.1%

9.9%

68.9%

Note: More than one accommodations option can be indicated in the Visitor Accommodations field. Therefore, the total number of accommodations is typically greater than the total number of callers.

3/11/2016 9:25 AM

Monroe Country TDC Chamber Survey - Reports

1 of 1

http://www.fla-keys.com/chambersurvey/reportproc.cfm

Minimum:

1

Minimum:

1

Maximum:

150

Maximum:

365

Average:

7

Average:

7

Minimum:

1

Minimum:

1

Maximum:

50

Maximum:

54

Average:

2

Average:

2

Minimum:

0

Minimum:

0

Maximum:

12

Maximum:

70

Average:

0

Average:

1

3/11/2016 9:26 AM

Monroe Country TDC Chamber Survey - Reports

1 of 1

SOURCE NAME

Keys Chamber of Commerce Internet TV Ad Friends/Return Visitor Do Not Know TDC Website Other Keys Business Tourist Directory or Guide Radio Ad Magazine Ad Magazine Article Travel Agent Newspaper Ad Directory Assistance Newspaper Article Billboard TV Show/Story

http://www.fla-keys.com/chambersurvey/reportproc.cfm

305DIST

800DIST

FLA KEYS

OTHER

TOTAL

PERCENT

FYTD TOTAL

FYTD PERCENT

56

9

14

988

1067

53.9%

3,864

53.6%

62 22

75 77

31 66

160 61

328 226

16.6% 11.4%

1,253 766

17.4% 10.6%

54

32

7

5

98

4.9%

350

4.9%

4 5 10 15

23 0 3 8

4 30 18 1

23 10 1 2

54 45 32 26

2.7% 2.3% 1.6% 1.3%

274 166 109 85

3.8% 2.3% 1.5% 1.2%

7

9

4

0

20

1.0%

71

1.0%

3 0 3 6 0

3 8 5 3 4

0 6 5 0 4

9 0 1 5 1

15 14 14 14 9

0.8% 0.7% 0.7% 0.7% 0.5%

40 56 40 62 27

0.6% 0.8% 0.6% 0.9% 0.4%

4

1

1

0

6

0.3%

26

0.4%

1

4

0

0

5

0.3%

12

0.2%

2 2 256

2 0 266

0 1 192

0 0 1,266

4 3 1,980

0.2% 0.2%

8 5 7,214

0.1% 0.1%

12.9%

13.4%

9.7%

63.9%

3/11/2016 9:26 AM

Monroe Country TDC Chamber Survey - Reports

1 of 2

http://www.fla-keys.com/chambersurvey/reportproc.cfm

STATE

305DIST

800DIST

FLA KEYS

OTHER

TOTAL

PERCENT

FYTD TOTAL

FYTD PERCENT

FL PA NY NJ OH MI WI TX IL GA MN VA MA MD NC MO IN TN CA SC CT LA CO KY IA OK AL AR ON WA MS

51 8 14 9 16 12 12 6 5 6 7 9 8 6 9 0 2 2 2 7 3 1 6 2 1 3 2 0 0 0 0

20 15 13 12 10 16 7 7 3 6 8 6 8 6 1 7 1 4 5 1 5 3 4 4 4 1 0 3 3 0 2

13 17 22 12 5 11 6 5 11 7 3 7 5 10 3 2 4 1 4 3 2 2 1 1 1 2 2 1 4 3 1

109 98 63 68 62 49 60 64 60 44 43 35 34 24 29 32 31 28 23 17 17 21 15 19 16 15 12 12 9 12 11

193 138 112 101 93 88 85 82 79 63 61 57 55 46 42 41 38 35 34 28 27 27 26 26 22 21 16 16 16 15 14

10.6% 7.6% 6.2% 5.5% 5.1% 4.8% 4.7% 4.5% 4.3% 3.5% 3.4% 3.1% 3.0% 2.5% 2.3% 2.3% 2.1% 1.9% 1.9% 1.5% 1.5% 1.5% 1.4% 1.4% 1.2% 1.2% 0.9% 0.9% 0.9% 0.8% 0.8%

717 429 419 332 341 323 288 262 341 190 198 169 191 172 191 159 164 136 129 136 92 73 78 88 89 56 83 54 94 62 43

10.8% 6.5% 6.3% 5.0% 5.1% 4.9% 4.3% 3.9% 5.1% 2.9% 3.0% 2.5% 2.9% 2.6% 2.9% 2.4% 2.5% 2.1% 1.9% 2.1% 1.4% 1.1% 1.2% 1.3% 1.3% 0.8% 1.3% 0.8% 1.4% 0.9% 0.6%

3/11/2016 9:27 AM

Monroe Country TDC Chamber Survey - Reports

2 of 2

KS AZ DE NH WV NE RI ME OR DC MT NM NV ID NB QC SD AB ND UT VT BC NL

http://www.fla-keys.com/chambersurvey/reportproc.cfm

2 3 2 1 1 2 0 0 1 0 0 1 0 0 0 0 0 0 0 0 0 0 0 222

1 2 1 0 1 0 3 1 1 2 0 1 1 0 0 0 0 0 0 2 0 0 0 201

0 0 4 0 1 0 1 1 0 2 0 0 1 0 0 0 0 1 0 0 0 0 0 182

10 6 4 10 7 7 3 4 4 1 4 2 2 3 3 3 3 1 2 0 2 1 1 1,215

12.2%

11.0%

10.0%

66.8%

13 11 11 11 10 9 7 6 6 5 4 4 4 3 3 3 3 2 2 2 2 1 1 1,820

0.7% 0.6% 0.6% 0.6% 0.5% 0.5% 0.4% 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1%

47 56 43 46 41 33 36 38 25 10 10 18 11 12 3 9 13 4 22 7 20 4 1 6,633

0.7% 0.8% 0.6% 0.7% 0.6% 0.5% 0.5% 0.6% 0.4% 0.2% 0.2% 0.3% 0.2% 0.2% 0.0% 0.1% 0.2% 0.1% 0.3% 0.1% 0.3% 0.1% 0.0%

3/11/2016 9:27 AM

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Monitoring Economic Status Update

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Research Department

DEADLINE DATE:

March 11, 2016

K.3.

Monthly Analysis Industry Trends & Outlook

February 29, 2016 Dear Client:

Brian London Travel Industry Analyst (850) 559 - 0012

The first economic news of 2016 is now available, and final 2015 industry results are available for several additional categories, including airline traffic and spending measures for both consumers and business. When reviewing this month’s charts, I want to draw particular attention to business spending, which remained above 2015 levels for the year as a whole despite a notable drop from November to December. Much of the month-to-month drop came from a reduction in spending on Subscriber Benefit: Q/A aircraft. Sessions On the consumer side, both spending and income increased, up 2.6 percent and 3.3 percent year-over-year, respectively. The rise in spending remained flat in terms of month-over-month, despite improved retail sales. This suggests that consumers reduced spending elsewhere to offset any additional holiday-related purchases. The rise in income was welcome, but insufficient to boost the continued slow recovery. Month-to-month numbers remained flat, likely explaining why seasonal purchases failed to cause any increase in overall consumer spending: a lack of additional income left consumers little room to spend more even as the holiday season brought opportunities to travel and spend at retail establishments.

Thanks to everyone who took advantage of subscriber access to Q/A calls. These 45-minute sessions allow for detailed discussion on each trend and its implications for various parts of the travel industry. The printed issue provides a concise look at major trends, but beneath these broad outlooks are nuanced guidance – sector by sector, company by company.

The unemployment rate, meanwhile, continued to Call today to schedule your Travel fall (that’s positive!), reaching a rate of 4.9 percent. That’s the Industry Indicator review call lowest level seen in nearly nine years. This was just one of and gain further insight into many positive numbers regarding the labor market – the the issues most relevant to Department of Labor reported that job openings reached their your work. second-highest level in the last 15-years, and the rate of Americans who were voluntarily quitting their jobs was at a nine-year high, a notable sign of confidence.

The latest industry perspective finds hotel occupancy falling for only the third time in the past 72 months, dropping 0.3 percent when compared to January 2015. Despite that drop, average daily rates grew 2.8 percent, more than compensating for the decline in demand – leading to a 2.4 percent gain in revenue per available room (a metric which has itself been growing for 71 straight months and continues to do so, particularly in small markets. Revisions continue for two closely watched charts: domestic and international airline traffic. The source, Airlines 4 America, continues its update removing banished member Deltas’ data from the files. Domestically, traffic rose 2.5 percent. While this failed to match the spike seen last December, the overall 2015 numbers still beat out 2014 on a year-to-year basis. How are Gas and Oil Staying So Cheap? The national average cost of gasoline is down 69 cents from a year ago, to $1.78 a gallon. With chaos in the Middle East and political drama in Venezuela, you might think oil would be pricey. But Saudi Arabia, the largest producer of all, is keeping prices low on purpose to try and drive producers with higher costs out of business. Even so, prices may increase slightly in the coming weeks, despite a drop in oil prices. Here’s why:  

Gasoline prices typically rise during late winter and early spring. This is the time of year that refineries shut down for scheduled maintenance and prepare to start producing summer-blend fuel.

Anticipate a $0.10 to $0.20 increase per gallon during the spring. Per Gallon breakdown of costs, January 2016 vs. January 2015:

International traffic rose substantially in December, and in 2015 as a whole. Enplanements have grown nearly 10 percent, a full rebound from weak October numbers. As the dollar continues to strengthen – and at a nearly 1-for-1 level with the Euro – overseas travel will continue to be a bargain for all (American) travelers, not just cost-conscious travelers. Expect an increase in first-time international outbound travel as a result of the continued strength of the dollar.

Our travel price index increased from the prior period, returning to the same rate seen in January 2015. The increase was primarily driven by a rise in gas prices, though at an average of $1.95 per gallon, gas remained a bargain by the standards of the past several years and is unlikely to deter those considering travel by car. The narrative above and the charts on the following pages all point to how we can understand readings of consumer and business confidence. Consumer confidence weakened sharply in February, now reading 92.2 – the lowest level in six months. This

is unsurprising given both the tepid growth in consumer income and the flat levels of consumer spending seen toward the end of 2015. Business confidence, however, was mixed, as low energy prices and an increasingly strong currency raised spirits in domestic-oriented sectors while leaving exporters and manufactures more pessimistic. Companies reported less borrowing to finance investment, and small business confidence reach a two-year low according to a report by the Department of Labor. In somewhat lighter news, a small but growing number of tourists visiting Colorado are ending up in the hospital because of the Travel Industry Indicators state’s now-legal marijuana. The problem isn’t the Hits the Road: Next stop – product, however - it’s the tourists’ lack of familiarity with it, as they ingest too much due to the delayed onset of Florida Association of DMOs any effects. in St. Pete Beach, Florida In May, I’m an invited speaker at the FADMO Educational Conference in St. Pete Beach, Florida. In my session I’m going to focus on how to use the trends in demographics, layered with a solid research program, to increase market share and keep stakeholders happy.

Nearly half of visitors polled cited legal marijuana as a reason for picking their destination, and travelers headed to a state with legal marijuana - a list which may soon include Vermont along with Alaska, Colorado, Oregon, and Washington - may be in for additional warnings from these states about how to conduct their THC tourism safely.

My aim is for the audience to have a solid research plan to measure current market share, and to feel confident re-allocating resources in order to gain market share.

We close out this month’s issue with a sample item from a new publication outlining industry partnership and promotional examples, with commentary: Partnerships & Promotions - Efforts to Increase Market Share via Exposure, Investment, Innovation and Customer Centricity.

Customer Centricity: Hilton Steps Back from Anytime Cancellation Fee In an attempt to reduce the rate of cancelled reservations, Hilton had recently tested a $50 fee for any cancellation – no matter how far in advance. The company has announced that policy will not be adopted, with CEO Christopher Nardella acknowledging that “customers hated it.” That being said, Nardella promised the company would keep evaluating ways to induce customers to cancel less often. The fee was an indirect way to promote the company’s HHonors loyalty program; membership in the program meant the $50 fees was waived. The hotel industry remains in a much different position that the airline industry, where significant fees are common, and the cruise industry, where fees have been launched and adjusted over the past year. Sincerely, Brian London

Letter #372 February 29, 2016

General Business Indicators January 2016

1. Private Sector Employment

Mill 125.0

% Change: Prior Period: Prior Year: Year-to-Date:

121.3 2015

120.0

2015

115.0 J

F M A M

J

J

A

S

Job numbers continue their slow-but-steady climb upwards, driven by gains in the service sector.

O N D

December 2015

2. Consumer Income

Bill $ 13000

+0.1% +2.0 +2.0

12443

,

% Change: Prior Period: Prior Year: typically do. Year-to-Date:

+0.4% +3.3 +3.5

2014 12000

2015

11000 J

F M A M

J

J

A

S

O N D

Income gains in 2015 were less than gains in 2014, meaning the recovery remains a historically slow one. December 2015

3. Consumer Spending

Bill $ 12000

11344 2014 11000

2015

A

% Change: Prior Period: Prior Year: Year-to-Date:

+0.2% +2.6 +3.1

Consumer spending remained largely flat despite improved retail sales, likely due to slow economic growth.

10000 J

F M A M

J

J

A

S

O

N

D

December 2015

4. Business Spending

Bill $ 140

74.8

120 2014 100

2015

80 60 J

F M A M

J

J

A

S

O N

D

% Change: Prior Period: Prior Year: Year-to-Date:

-6.3% -1.6 -8.9

Capital spending fell less than last December, though spending in 2015 as a whole ended up far short of 2014.

Domestic Travel Indicators Mill Psgrs

December 2015

5. Domestic Airline Traffic

49

33.0 2014 39

2015

29 J

F

Cents per mile 19

M A M

J

J

A

S

O

N

D

16.4 2015 16

2016

13 F M A M

J

J

A

S

O N

There was no repeat of last year’s December spike, though 2015 as a whole improved on the year prior.

% Change: Prior Period: Prior Year: Year-to-Date:

-1.7% -1.2 -1.2

Four months of slight increases were halted this month, but the overall trend remains upward.

D

7. Hotel Occupancy

% 80.0

-5.5% +8.8 +4.4

January 2016

6. Domestic Airfares

J

% Change: Prior Period: Prior Year: Year-to-Date:

January 2016 54.0 2015

60.0

2016

% Change: Prior Period: Prior Year: Year-to-Date:

+1.9% -0.6 -0.6

Occupancy rates are slightly lower than last year, marking only the third such drop in the past six years.

40.0 J

F

M A M

J

J

A

S

O

N

D

January 2016

8. Travel Prices

Index 180.0

158.5 2015

160.0

% Change: Prior Period: Prior Year: Year-to-Date:

+5.6% -0.2 -0.2

2016

140.0 J

F M A M

J

J

A

S

O N

D

The index is unchanged from last January, though the pace of gas price declines continues to decelerate.

International Indicators Mill Psgrs 10.0

December 2015

9. International Airline Traffic

% Change: Prior Period: Prior Year: Year-to-Date:

5.5 8.0

2014 2015

Growth continued to be slow and steady, including the expected seasonal December increase.

6.0

4.0 J

Index

F

M A M

J

J

A

S

O

N

D

January 2016

10. U.S. Dollar Foreign Exchange Rate

% Change: Prior Period: Prior Year: Year-to-Date:

95.3 95.0 2015 2016

85.0

F

M A M

J

J

A

S

O

N

+1.2% +9.0 +9.0

The dollar became even stronger, further pressuring exporters and making foreign travel more affordable.

75.0 J

+17.4% +9.7 +3.2

D

Key: First arrow = Prior Period, Second arrow = Prior Year; Third arrow = Year-to-Date. Up arrow (green) denotes positive percent change. Down arrow (red) denotes negative percent change. ECONOMIC AND TRAVEL FORECASTS (Change vs. Prior Year)

2012 U.S. Economic Environment Gross Domestic Product Businesses: Investment Spending Corporate Profits Consumers: Disposable Income Personal Spending Savings Rate (%) CPI U.S. Travel Industry Domestic: All Modes/Rm Demand Air Travel Enplanements International: Air Travel-Enplanements Outbound Overseas Inbound Overseas

2013

2014

2015

2016

(est)

(fcast)

2.5

2.8

1.5

2.2

2.4

9.5 21.7

3.5 2.9

5.0 3.5

2.8 4.9

3.0 1.9

2.0 4.0 5.6 2.1

0.5 1.0 2.8 5.0

1.8 2.3 3.5 2.5

3.1 3.0 5.0 0.7

4.1 3.5 5.5 2.0

2.8 3.0

2.0 0.8

3.6 2.6

3.1 4.6

3.0 4.2

6.0 4.0 7.0

4.9 3.0 9.0

5.0 3.5 7.0

6.1 4.0 9.0

1.5 5.2 5.0

Quick Take: Despite tepid growth in the economy as a whole, a steady growth in job numbers may mean the Federal Reserve will raise interest rates later this year. While this change would usually result in an increase in savings, the last rate rise in December did not have that effect, possibly because interest rates have now been at near-zero levels for nearly a decade.

Economic data:

Department of Commerce, Bureau of Economic Analysis GDP, Disposable Income, Personal Spending in inflation-adjusted dollars. Bureau of Labor Statistics: CPI. 2015 estimates and 2016 forecasts, Travel Industry Indicators.

Travel Data:

Airlines for America (A4A); Smith Travel Research (STR); Commerce Department/Tourism Industries; 2015 estimates and 2016 forecasts, Travel Industry Indicators.

“Will

airline price increases affect demand for air travel, particularly in a time of mixed customer satisfaction?”

It may only be two months into 2016, but it has already been a busy year for airlines and those who depend on the travelers they carry. The most notable development is the desire for carriers to increase fares – the airline industry has bumped up fares three times in 2016. Two additional increases were attempted by JetBlue and Delta but were rescinded when other airlines failed to match. Having seen a significant rise in profits – up to 300% from 2014 levels – these continue attempts are surprising. A price war might have been expected instead. At issue: airlines have made the strategic decision to reinvest in their product rather than undercut competitors - in an attempt to gain market share. The result for airlines is a battle for service quality instead of a WalMart-like focus on price.

Take Action: Track changes in airfares along the routes that your customers might use most often - a number of online sites allow you to set up alerts, including these: Airfarewatchdog.com FareCompare.com Kayak.com

These fare increases are also (in addition to increasing the bottom line) an attempt to create a different travel experience; for example, the three big U.S. carriers (United, Delta, and American) will once again serve snacks on every flight. The possible good news for travelers and their destinations is twofold: that a more pleasant experience will encourage more travel, and that airlines, having raised prices now while profits were rising and energy costs plummeting, will have more flexibility to avoid price hikes when oil prices inevitably rise from their current historic lows.

Board Room Implication:

Will these price increases affect demand for air travel, particularly in an age of mixed customer satisfaction? This remains an open question, and the data is inconsistent on customer attitudes: an ASCI survey recently found satisfaction at a 20-year high, while a Department of Transportation report found complaints at an alltime high.

At the heart of fare increases is an understanding between customers and carriers. This acknowledgement is that travelers think of carriers as a public utility (increasing or decreasing rates as expenses increase or decrease) while carriers are in fact private business enterprises. As a result of this discrepancy – travelers often overlook fare increases as a factor of demand increases, and instead tie fare increases to re-investments in product improvements. Is that fair? Not hardly, but is it accurate – afraid so. For the rest of the tourism industry, increases in published fares means keeping an eye on changes to spending behavior in other sectors, as well as being realistic about those travel groups most effected by increases in fares: business travelers (late bookers) and those heading to smaller destinations.

Statistical Sources

1. Private Sector Employment

This broad-based indicator provides insight into the strengths and weaknesses in the overall economy. For businesses, trends reflect the forward confidence companies have by adding or reducing payrolls. For consumers, changes are indicative of the strength of the job market.

2. Consumer Income

This is a key measure of the consumer’s ability to spend, and important for those selling pleasure travel. The figure we report is real disposable income, i.e. income adjusted for inflation. This takes into account the true purchasing power of the consumers’ income dollar.

3. Consumer Spending

The consumers’ willingness to spend is also important to watch for those selling pleasure travel. This data on consumer outlays includes spending for durables, non-durables and services. We report the total figure.

4. Business Spending

This key indicator shows us the degree to which businesses are willing to make forward spending commitments. Our analyses have shown that there has always been a close correlation between capital spending and business travel activity.

5. Domestic Airline Traffic

The data in this series reflect traffic from major A4A member carriers. When relevant, we provide commentary on revenue passenger miles as well as traffic.

6. Domestic Airfares

Airline traffic is highly sensitive to increases or decreases in airfares, and trends in airline pricing are therefore important to watch. The figures provided are domestic passenger yields, which are the average prices per mile paid by travelers in all classes of service during that month.

7. Hotel Occupancy

The hotel sector’s most reliable domestic national occupancy data is compiled by STR. Changes in STR monthly occupancy are reported, with comparisons to the prior month, prior year, and year-to-date.

8. Travel Prices

This composite weighted index show the change in travel prices paid by consumers and business travelers. It is made up of: domestic airfares, lodging costs, Consumer Price Index data for away-from-home meal costs and gasoline costs. These categories represent three-fourths of domestic travel outlays.

9. International Airline Traffic

As in Indicator #5, A4A is the source of this measure. Separate data breakouts on inbound foreign arrivals versus outbound U.S. –citizen traffic are reported by us when they become available from NTTO.

10. U.S. Dollar Exchange Rate

Directional flows of international travel have always been impacted by changes in foreign exchange rates. When significant, commentary is provided on individual currencies.

Travel Industry Indicators is published monthly by London Tourism Publications, Inc. Our June and July issues will be combined and will include midyear industry forecasts. Our November and December issues, also combined, will contain annual industry forecasts. www.travelindicators.com provides subscribers with online site access to the current and prior newsletters, data tables and supplemental reports. Subscriber section of site requires an access code. Copyright 2011-15. All rights reserved. ISSN 8756-8799. Quotation from publication allowable with appropriate credit. Reproduction or distribution to avoid subscription payments is a violation of copyright. Subscription orders accepted on publication website, or via U.S. Postal Service: Travel Industry Indicators, Post Office Box 40849, Jacksonville, Florida 32203. Tel: (850) 559-0012. E-mail: [email protected]

Monroe County Tourist Development Council Smith Travel Research Monthly District & Tier Overview Report For the month of: January 2016 Current Month - January 2016 vrs January 2015 Occ %

Florida Keys

2016

ADR ($)

2015

2016

2015

278.68

Year to Date Thru January 2016 vrs YTD Thru January 2015

RevPAR ($)

Percent Change from January 2015

2016

Occ

2015

ADR

RevPAR

2016

ADR ($)

2015

2016

2015

RevPAR ($) 2016

2015

Percent Change from YTD 2015 Occ

ADR

RevPAR

76.6

83.5

286.26

232.63

-8.3

2.7

-5.8

76.6

83.5

286.26

278.68

219.21

232.63

-8.3

2.7

-5.8

Florida Keys Luxury Florida Keys Upscale Florida Keys Midprice Florida Keys Economy Florida Keys Budget

73.4 79.9 82.4 69.1 74.5

78.9 88.8 89.7 80.6 79.4

483.39 476.95 354.87 376.14 384.38 366.53 307.12 325.35 262.97 254.85 216.75 228.63 232.28 209.45 160.54 168.78 220.72 214.77 164.39 170.61

-6.9 -10.0 -8.1 -14.2 -6.2

1.4 4.9 3.2 10.9 2.8

-5.7 -5.6 -5.2 -4.9 -3.6

73.4 79.9 82.4 69.1 74.5

78.9 483.39 88.8 384.38 89.7 262.97 80.6 232.28 79.4 220.72

476.95 366.53 254.85 209.45 214.77

354.87 307.12 216.75 160.54 164.39

376.14 325.35 228.63 168.78 170.61

-6.9 -10.0 -8.1 -14.2 -6.2

1.4 4.9 3.2 10.9 2.8

-5.7 -5.6 -5.2 -4.9 -3.6

Key West

85.2

92.5

318.65

291.67

-7.9

1.1

-6.9

85.2

92.5

318.65

315.24

271.50

291.67

-7.9

1.1

-6.9

Key West Luxury Key West Upscale Key West Midprice Key West Economy Key West Budget Key West Small Properties

90.9 82.5 88.1 83.4

94.2 495.57 491.60 450.48 463.09 92.7 395.04 374.58 325.97 347.29 94.5 265.22 260.57 233.76 246.26 90.0 231.85 219.86 193.28 197.93

-3.5 -11.0 -6.7 -7.4

0.8 5.5 1.8 5.5

-2.7 -6.1 -5.1 -2.4

90.9 82.5 88.1 83.4

94.2 92.7 94.5 90.0

495.57 395.04 265.22 231.85

491.60 374.58 260.57 219.86

450.48 463.09 325.97 347.29 233.76 246.26 193.28 197.93

-3.5 -11.0 -6.7 -7.4

0.8 5.5 1.8 5.5

-2.7 -6.1 -5.1 -2.4

315.24

219.21

Occ %

271.50

84.3%

89.5%

274.91

264.95

231.86

237.24

-5.9

3.8

-2.3

84.3%

89.5%

274.91

264.95

231.86

237.24

-5.8

3.8

-2.3

Middle-Upper Florida Keys

67.4

74.5

242.46

233.79

163.30

174.25

-9.6

3.7

-6.3

67.4

74.5

242.46

233.79

163.30

174.25

-9.6

3.7

-6.3

Middle-Upper Florida Keys Luxury Middle-Upper Florida Keys Upscale Middle-Upper Florida Keys Midprice Middle-Upper Florida Keys Economy Middle-Upper Florida Keys Budget

71.3 59.6 69.5

81.7 74.8 74.1

257.55 232.68 191.87

243.73 201.74 187.92

183.69 138.60 133.39

199.03 150.87 139.31

-12.7 -20.3 -6.2

5.7 15.3 2.1

-7.7 -8.1 -4.2

71.3 59.6 69.5

81.7 74.8 74.1

257.55 232.68 191.87

243.73 201.74 187.92

183.69 138.60 133.39

199.03 150.87 139.31

-12.7 -20.3 -6.2

5.7 15.3 2.1

-7.7 -8.1 -4.2

Key Largo

69.1%

75.9%

226.87

219.66

156.81

166.72

-8.9

3.3

-5.9

69.1%

75.9%

226.87

219.66

156.81

166.72

-8.9

3.3

-5.9

Marathon

68.0%

72.7%

240.62

237.94

163.62

172.87

-6.4

1.1

-5.4

68.0%

72.7%

240.62

237.94

163.62

172.87

-6.5

1.1

-5.4

Islamorada

67.1%

78.5%

256.69

236.55

172.35

185.81

-14.5

8.5

-7.2

67.1%

78.5%

256.69

236.55

172.35

185.81

-14.5

8.5

-7.2

Source 2016 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes The information contained in this report is based upon independent surveys and research from sources considered reliable but no representation is made as to its completeness or accuracy. This industry standard and is intended solely for the internal purposes of your company and should not be published in any manner unless authorized by Smith Travel Research.

HISTORIC TREND REPORT - COUNTY & DISTRICT SMITH TRAVEL RESEARCH

MONROE COUNTY 1/21/2016

This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

OCCUPANCY RATE

Total

2012

2013

2014

2015

2016

69.0% 84.4% 89.5% 83.9% 75.2% 78.4% 83.1% 69.7% 54.4% 64.0% 74.2% 67.7%

75.5% 85.0% 89.0% 83.8% 78.1% 79.6% 85.0% 68.2% 56.7% 64.4% 71.6% 67.6%

77.6% 87.4% 89.2% 81.9% 77.7% 79.9% 83.7% 76.7% 60.6% 70.0% 77.5% 74.8%

84.6% 90.3% 89.9% 82.1% 79.9% 80.7% 83.1% 79.0% 60.8% 72.2% 75.7% 75.2%

83.5% 90.2% 88.2% 83.8% 79.1% 80.4% 83.9% 74.3% 61.5% 69.2% 73.9% 70.8%

76.6%

74.3%

75.0%

78.1%

79.5%

77.8%

% Chg -8.3%

Monroe County Average Occupancy

100.0% 90.0% 80.0% 70.0% 60.0% 50.0%

76.6%

2012

-8.3%

2013

2014

December

November

October

August

September

July

June

April

March

January

30.0%

May

40.0% February

January February March April May June July August September October November December

2011

2015

2016

AVERAGE DAILY RATE 2016

January February March April May June July August September October November December

$189.03 $223.35 $245.29 $232.23 $191.22 $175.81 $183.28 $166.69 $157.60 $176.72 $184.39 $222.86

$209.99 $252.94 $272.56 $246.21 $203.82 $188.70 $193.75 $177.93 $167.78 $188.05 $196.13 $237.90

$226.75 $256.51 $278.68 $270.12 $ 305.17 $335.65 $301.61 $ 327.24 $351.61 $248.82 $297.32 $300.79 $221.70 $244.57 $250.92 $207.86 $218.14 $226.25 $219.80 $228.04 $246.88 $204.94 $214.44 $223.33 $177.55 $181.28 $199.12 $210.36 $217.63 $222.95 $221.11 $229.22 $241.07 $269.23 $286.25 $304.84

$286.26

Total

$199.44

$213.66

$234.35

$286.26

$255.47

$267.88

% Chg 2.7%

Monroe County Average Daily Rate $360.00 $340.00 $320.00 $300.00 $280.00 $260.00 $240.00 $220.00 $200.00 $180.00 $160.00 $140.00

2012

272.2%

2013

2014

2015

December

November

October

September

August

July

$100.00

June

$120.00 May

2015

April

2014

March

2013

January

2012

February

2011

2016

RevPAR 2016

January February March April May June July August September October November December

$130.39 $188.61 $219.44 $194.76 $144.02 $137.78 $152.33 $116.14 $85.75 $113.16 $136.88 $150.79

$158.50 $214.88 $242.60 $206.40 $159.16 $150.17 $164.61 $121.33 $95.11 $121.16 $140.46 $160.72

$175.95 $235.99 $268.99 $203.81 $174.28 $166.07 $183.97 $157.10 $107.62 $147.24 $171.45 $201.48

$217.06 $275.57 $294.08 $244.00 $195.30 $175.93 $189.48 $169.46 $110.24 $157.03 $173.54 $215.17

$232.63 $302.71 $310.29 $252.10 $198.45 $181.95 $207.21 $165.85 $122.54 $154.35 $178.23 $215.71

$219.21

Total

$148.28

$160.24

$183.04

$203.05

$208.38

$219.21

% Chg -5.8%

Monroe County Average RevPAR $290.00 $270.00 $250.00 $230.00 $210.00 $190.00 $170.00 $150.00 $130.00 $110.00 $90.00

2012

2013

2014

2015

December

November

October

August

September

-5.8%

July

$50.00

June

$70.00 May

2015

April

2014

March

2013

February

2012

January

2011

2016

Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers.

Source 2016 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

HISTORIC TREND REPORT SMITH TRAVEL RESEARCH

KEY WEST 1/21/2016

This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

OCCUPANCY RATE 2016

January February March April May June July August September October November December

81.0% 93.1% 95.4% 91.4% 83.6% 84.3% 89.7% 77.2% 62.7% 74.0% 83.9% 76.2%

85.6% 92.1% 93.5% 89.4% 85.7% 85.0% 90.8% 73.7% 65.4% 74.7% 81.0% 75.9%

85.0% 94.3% 94.7% 89.4% 86.4% 86.2% 90.5% 83.5% 71.3% 81.1% 87.8% 85.6%

93.8% 95.2% 93.6% 88.7% 88.5% 86.5% 87.4% 85.5% 71.1% 84.0% 86.0% 84.6%

92.5% 96.0% 92.1% 90.7% 86.6% 85.4% 88.7% 79.2% 68.9% 76.7% 81.0% 79.0%

85.2%

Total

82.5%

82.6%

86.3%

87.1%

84.5%

85.2%

% Chg -7.9%

Key West Average Occupancy

100.0% 95.0% 90.0% 85.0% 80.0% 75.0%

0.9%

70.0% 65.0% 60.0%

October

August

2014

2015

December

2013

November

2012

September

-7.9%

July

50.0%

June

55.0%

May

2015

April

2014

March

2013

February

2012

January

2011

2016

AVERAGE DAILY RATE 2016

% Chg

Key West Average Daily Rate

$400.00

January February March April May June July August September October November December

$202.67 $237.56 $260.48 $239.21 $201.23 $180.94 $187.89 $169.89 $164.52 $193.14 $194.69 $228.48

$226.88 $266.47 $285.46 $254.38 $214.26 $194.67 $196.61 $181.89 $175.70 $206.50 $208.19 $247.28

$244.86 $289.06 $315.24 $291.37 $348.80 $379.13 $320.02 $362.13 $384.87 $263.91 $320.03 $325.30 $235.66 $269.57 $274.49 $216.46 $ 239.78 $ 259.52 $229.34 $239.78 $259.52 $216.38 $228.10 $239.11 $190.55 $197.79 $219.17 $238.96 $248.33 $260.92 $244.16 $255.08 $271.01 $288.34 $308.88 $327.39

$318.65

Total

$206.98

$223.63

$251.06

$318.65

$340.00 $320.00 $300.00 $280.00 $260.00 $240.00 $220.00 $200.00 $180.00 $160.00

November

December

December

2015

November

2014

October

2013

August

2012

October

1.1%

February

$120.00

January

$140.00 September

$293.41

$360.00

September

$279.72

1.1%

$380.00

July

2015

June

2014

May

2013

April

2012

March

2011

2016

RevPAR 2016

% Chg

Key West Average RevPAR

$390.00

$208.04 $271.09 $291.67 $274.79 $331.92 $363.99 $303.05 $339.07 $354.64 $235.81 $283.72 $294.92 $235.66 $238.47 $237.59 $186.58 $202.06 $205.98 $207.56 $209.56 $230.16 $180.59 $195.03 $189.35 $135.86 $140.60 $151.09 $193.73 $ 208.54 $ 200.04 $214.43 $219.24 $219.46 $246.72 $261.43 $258.53

Total

$170.72

$184.81

$216.77

$243.60 $ 248.05

$271.50

-6.9%

$350.00 $330.00 $310.00 $290.00 $270.00 $250.00 $230.00 $210.00 $190.00 $170.00 $150.00 $130.00 $110.00 $90.00 $70.00

$ 271.50

-6.9%

2012

2013

2014

August

$194.30 $245.44 $267.02 $227.47 $183.55 $165.48 $178.44 $133.96 $114.93 $154.29 $168.68 $187.57

February

$164.10 $221.20 $248.46 $218.66 $168.15 $152.54 $168.56 $131.09 $103.20 $142.97 $163.40 $174.18

January

January February March April May June July August September October November December

$370.00

July

2015

June

2014

May

2013

April

2012

March

2011

2015

2016

Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers.

Source 2016 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

HISTORIC TREND REPORT SMITH TRAVEL RESEARCH

KEY WEST B&Bs, GUEST HOUSES AND INNS 1/21/2016

This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

OCCUPANCY RATE 2016

% Chg

Key West B&Bs, Guest Houses & Inns Average Occupancy

100.0%

January February March April May June July August September October November December

75.7% 91.6% 95.4% 92.0% 82.4% 82.8% 88.0% 76.9% 63.5% 74.4% 83.7% 75.3%

83.2% 91.8% 93.9% 90.3% 85.8% 84.2% 89.5% 72.0% 64.9% 73.2% 79.2% 74.6%

83.5% 93.9% 94.5% 88.9% 82.9% 83.1% 86.7% 77.9% 66.0% 75.5% 83.4% 81.8%

92.4% 92.9% 91.8% 86.4% 84.4% 81.6% 81.1% 79.8% 68.0% 79.6% 82.6% 81.6%

89.5% 95.1% 91.7% 88.0% 84.8% 82.5% 85.7% 76.0% 67.4% 74.9% 79.6% 76.1%

84.3%

Total

81.7%

81.8%

82.9%

83.5%

82.6%

84.3%

-5.8%

95.0% 90.0% 85.0% 80.0% 75.0% 70.0% 65.0% 60.0%

November

December

November

2016

December December

2015

November

August

2014

October

2013

September

2012

July

50.0%

January

55.0% June

2015

May

2014

April

2013

March

2012

February

2011

2016

-5.8%

AVERAGE DAILY RATE

$264.95 $323.45 $331.74 $278.51 $240.10 $212.15 $224.38 $208.16 $187.12 $219.60 $222.48 $275.30

Total

$174.62

$189.18

$212.28

$236.23 $ 250.68

$274.91

3.8%

$320.00 $300.00 $280.00 $260.00 $240.00 $220.00 $200.00 $180.00 $160.00 $140.00 $120.00 $100.00

$ 274.91

2012

2013

2014

2015

October

$241.74 $298.82 $306.64 $269.03 $230.29 $199.57 $203.18 $192.10 $168.80 $209.77 $214.60 $255.35

September

$206.14 $243.99 $261.26 $219.23 $199.01 $184.06 $192.60 $180.86 $164.89 $206.30 $205.75 $242.79

August

$197.42 $229.40 $238.69 $210.78 $180.28 $164.36 $166.33 $152.53 $150.56 $175.55 $175.38 $203.95

Key West B&Bs, Guest Houses & Inns Average Daily Rate $340.00

July

$175.56 $204.64 $218.22 $194.64 $169.75 $152.44 $158.94 $143.93 $140.47 $161.63 $164.39 $192.02

% Chg

June

January February March April May June July August September October November December

2016

May

2015

April

2014

March

2013

February

2012

January

2011

3.8%

RevPAR 2016

% Chg

Key West B&Bs, Guest Houses & InnsAverage RevPAR

$310.00

January February March April May June July August September October November December

$132.88 $187.35 $208.18 $178.98 $139.95 $126.21 $139.81 $110.63 $89.18 $120.20 $137.66 $144.62

$164.22 $210.64 $224.20 $190.30 $154.70 $138.43 $148.80 $109.89 $97.67 $128.52 $138.91 $152.19

$172.20 $226.16 $237.24 $228.58 $277.74 $307.50 $246.90 $281.40 $304.27 $194.79 $232.34 $244.99 $164.92 $194.31 $203.49 $153.03 $162.80 $175.12 $166.99 $164.74 $192.38 $140.90 $153.38 $158.19 $108.77 $114.76 $126.19 $155.74 $ 166.95 $ 164.53 $171.61 $177.24 $177.14 $198.56 $208.33 $209.61

$231.86

Total

$142.69

$154.68

$175.98

$231.86

$197.16

$207.13

-2.3%

$290.00 $270.00 $250.00 $230.00 $210.00 $190.00 $170.00 $150.00 $130.00 $110.00 $90.00

2014

2015

August

October

2013

September

2012

July

$50.00

January

$70.00 June

2015

May

2014

April

2013

March

2012

February

2011

2016

-2.3%

The Key West B&B, Guest House and Inn HISTORIC TREND REPORT began July 2009 Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers.

Source 2016 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

HISTORIC TREND REPORT SMITH TRAVEL RESEARCH

MIDDLE & UPPER KEYS 1/21/2016

This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

OCCUPANCY RATE 2016

January February March April May June July August September October November December

55.5% 74.7% 82.8% 75.4% 66.1% 71.7% 75.7% 61.2% 45.0% 52.7% 63.2% 57.9%

63.9% 76.8% 83.9% 77.5% 69.5% 73.4% 78.4% 62.0% 47.0% 53.0% 61.2% 58.3%

69.4% 79.9% 83.3% 73.9% 68.6% 73.3% 76.8% 70.0% 50.1% 59.1% 67.4% 64.3%

75.6% 84.1% 86.2% 75.6% 71.4% 74.9% 78.9% 72.8% 51.0% 60.7% 65.5% 65.8%

74.5% 81.8% 84.4% 77.0% 71.4% 75.2% 79.0% 69.2% 53.9% 61.5% 66.3% 62.0%

67.4%

Total

65.2%

66.4%

69.6%

72.0%

70.9%

67.4%

% Chg -9.6%

Middle & Upper Keys Average Occupancy

100.0%

90.0%

80.0%

70.0%

60.0%

50.0%

November

December

November

2016

December December

October October October

2015

November

September

2014

September

2013

August

2012

September

-9.6%

July

30.0%

June

40.0%

May

2015

April

2014

March

2013

January

2012

February

2011

2016

AVERAGE DAILY RATE 2016

% Chg

Middle & Upper Ksys Average Daily Rate

$320.00

$202.11 $243.10 $279.05 $229.26 $202.81 $197.32 $208.46 $191.50 $159.32 $171.68 $191.52 $244.29

$216.79 $265.85 $289.95 $271.14 $214.12 $200.70 $215.24 $199.06 $159.19 $176.50 $195.46 $257.46

$233.79 $301.91 $315.53 $272.13 $221.69 $208.74 $232.21 $204.63 $172.58 $174.04 $201.51 $274.13

Total

$188.65

$199.68

$212.96

$226.85 $ 236.56

$242.46

3.7%

$300.00 $280.00 $260.00 $240.00 $220.00 $200.00 $180.00 $160.00 $140.00 $120.00 $100.00

$ 242.46

3.7%

2012

2013

2014

August

$184.28 $234.50 $256.19 $235.50 $189.19 $180.85 $189.99 $172.59 $155.57 $159.14 $178.37 $224.34

July

$166.82 $203.51 $225.64 $222.75 $177.02 $169.02 $177.14 $162.12 $146.69 $150.64 $168.81 $214.42

January

January February March April May June July August September October November December

June

2015

May

2014

April

2013

March

2012

February

2011

2015

RevPAR 2016

% Chg

Middle & Upper Keys Average RevPAR

$270.00

$140.28 $163.91 $174.25 $194.20 $223.58 $247.04 $232.31 $249.82 $266.24 $169.48 $204.95 $209.57 $138.88 $152.86 $158.39 $144.70 $150.24 $157.07 $160.18 $169.72 $183.46 $133.96 $144.93 $141.53 $79.79 $81.11 $92.99 $101.44 $ 107.09 $ 107.16 $129.10 $128.05 $133.60 $157.12 $169.43 $169.95

Total

$122.93

$132.56

$148.24

$163.44 $ 167.61

$163.30

-6.3%

$250.00 $230.00 $210.00 $190.00 $170.00 $150.00 $130.00 $110.00 $90.00 $70.00 $50.00

$ 163.30

2012

2013

2014

August

$117.80 $180.13 $214.83 $182.44 $131.42 $132.75 $148.90 $106.96 $73.14 $84.35 $109.10 $130.88

July

$92.62 $152.11 $186.86 $167.96 $116.95 $121.19 $134.10 $99.23 $66.01 $79.42 $106.71 $124.18

January

January February March April May June July August September October November December

June

2015

May

2014

April

2013

March

2012

February

2011

2015

2016

-6.3%

Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers.

Source 2016 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

HISTORIC TREND REPORT SMITH TRAVEL RESEARCH

Key Largo 1/21/2016

This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

OCCUPANCY RATE 2016

January February March April May June July August September October November December

58.3% 77.4% 84.3% 76.0% 69.2% 73.5% 77.4% 61.9% 47.7% 55.7% 67.0% 59.7%

65.8% 78.4% 83.2% 78.3% 69.9% 73.4% 78.0% 60.3% 47.1% 55.1% 61.8% 58.4%

68.5% 77.9% 83.0% 71.9% 69.0% 70.7% 75.3% 68.6% 46.5% 58.7% 66.6% 63.1%

74.3% 85.4% 83.7% 73.0% 69.2% 71.2% 75.2% 69.4% 50.2% 61.2% 66.3% 64.4%

75.9% 86.0% 84.8% 76.6% 71.3% 74.5% 76.7% 64.7% 55.6% 64.8% 68.6% 62.6%

69.1%

Total

67.3%

67.0%

69.4%

70.2%

71.8%

69.1%

% Chg -8.9%

Key Largo Average Occupancy

100.0%

90.0%

80.0%

70.0%

60.0%

50.0%

2016

November

December

2016

November

December

November

December

2015

October

2014

September

2013

August

2012

July

30.0%

June

40.0%

May

2015

April

2014

March

2013

February

2012

January

2011

-8.9%

AVERAGE DAILY RATE 2016

% Chg

Key Largo Average Daily Rate

$260.00

January February March April May June July August September October November December

$161.76 $194.99 $200.83 $194.23 $156.32 $142.02 $148.84 $137.91 $128.91 $131.88 $153.74 $181.52

$175.33 $221.25 $218.68 $198.00 $163.46 $150.68 $162.09 $145.88 $135.58 $141.99 $165.82 $190.29

$191.14 $206.16 $219.66 $221.02 $234.74 $259.74 $241.17 $250.66 $272.93 $198.95 $235.49 $239.04 $172.60 $185.33 $190.32 $162.38 $171.75 $177.31 $170.32 $180.61 $196.86 $161.38 $173.97 $176.64 $142.22 $146.85 $156.26 $153.18 $ 158.72 $ 159.83 $176.12 $179.67 $185.57 $209.14 $ 218.91 $ 238.41

$226.87

Total

$163.30

$172.54

$185.77

$226.87

$220.00 $200.00 $180.00 $160.00 $140.00

2014

October

2013

October

2012

August

February

$100.00

January

$120.00

September

$209.00

$240.00

September

$199.21

3.3%

July

2015

June

2014

May

2013

April

2012

March

2011

2015

3.3%

RevPAR 2016

% Chg

Key Largo Average RevPAR

$240.00

$130.94 $172.13 $200.24 $143.02 $119.06 $114.77 $128.18 $110.65 $66.16 $89.99 $117.34 $131.88

$153.19 $200.41 $209.75 $171.96 $128.19 $122.28 $135.87 $120.79 $73.71 $97.13 $119.11 $140.94

$166.72 $223.45 $231.37 $183.14 $135.77 $132.14 $151.04 $114.31 $86.86 $103.54 $127.39 $149.24

Total

$109.87

$115.62

$126.84

$139.74 $ 150.04

$156.81

-5.9%

$220.00 $200.00 $180.00 $160.00 $140.00 $120.00 $100.00 $80.00 $60.00 $40.00

$ 156.81

2012

2013

2014

August

$115.40 $173.46 $181.85 $155.01 $114.32 $110.58 $126.41 $87.99 $63.85 $78.23 $102.40 $111.16

February

$94.35 $150.99 $169.29 $147.60 $108.21 $104.41 $115.22 $85.36 $61.46 $73.29 $103.05 $108.42

January

January February March April May June July August September October November December

July

2015

June

2014

May

2013

April

2012

March

2011

2015

2016

-5.9%

Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers.

Source 2016 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

HISTORIC TREND REPORT SMITH TRAVEL RESEARCH

Marathon 1/21/2016

This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

OCCUPANCY RATE 2016

January February March April May June July August September October November December

53.4% 73.8% 84.2% 76.9% 65.3% 74.4% 78.9% 64.2% 44.7% 52.7% 62.0% 58.8%

62.1% 75.3% 84.7% 77.8% 67.9% 74.5% 79.2% 64.2% 45.7% 51.0% 58.6% 57.6%

67.3% 79.3% 82.6% 75.9% 67.0% 75.8% 78.9% 72.2% 52.7% 60.6% 67.9% 65.4%

75.7% 84.1% 88.1% 79.2% 72.1% 79.8% 81.5% 75.6% 50.4% 58.0% 63.8% 65.1%

72.7% 81.8% 84.3% 77.2% 73.4% 78.0% 81.5% 72.5% 52.4% 62.1% 66.0% 62.7%

68.0%

Total

65.8%

66.5%

70.4%

73.2%

71.9%

68.0%

% Chg -6.4%

Marathon Average Occupancy

100.0%

90.0%

80.0%

70.0%

60.0%

50.0%

2016

December

2015

November

2014

October

2013

September

August

2012

-6.4%

July

30.0%

June

40.0%

May

2015

April

2014

March

2013

January

2012

February

2011

AVERAGE DAILY RATE

$223.49

$242.23 $ 252.96

$300.00 $280.00 $260.00 $240.00 $220.00 $200.00 $180.00 $160.00 $140.00 $120.00 $100.00

$ 240.62

2012

1.1%

2013

2014

2015

2016

December

$206.67

$320.00

November

$194.29

1.1%

October

Total

$240.62

September

$200.57 $214.32 $237.94 $245.80 $265.85 $301.91 $295.17 $315.12 $342.80 $236.22 $292.34 $290.48 $211.11 $218.54 $223.60 $218.33 $216.21 $224.74 $239.12 $246.76 $258.94 $213.51 $222.28 $224.53 $156.74 $161.54 $180.64 $170.27 $177.20 $177.18 $193.45 $ 199.25 $ 200.96 $260.66 $284.01 $303.97

August

$178.59 $232.09 $272.93 $247.62 $188.41 $197.22 $209.14 $186.06 $148.60 $154.64 $174.89 $230.76

Marathon Average Daily Rate

$340.00

July

$167.69 $201.28 $240.26 $239.76 $183.86 $186.83 $200.64 $181.49 $141.46 $145.02 $164.12 $224.88

% Chg

June

January February March April May June July August September October November December

2016

May

2015

April

2014

March

2013

February

2012

January

2011

RevPAR 2016

% Chg

Marathon Average RevPAR

$290.00

January February March April May June July August September October November December

$89.50 $148.61 $202.41 $184.28 $120.10 $139.01 $158.37 $116.55 $63.26 $76.37 $101.79 $132.27

$110.91 $174.80 $231.25 $192.76 $127.99 $147.01 $165.73 $119.37 $67.87 $78.88 $102.53 $133.01

$134.93 $162.27 $172.87 $194.90 $223.58 $247.04 $243.73 $277.74 $289.07 $179.19 $231.41 $224.39 $141.49 $157.55 $164.07 $165.53 $172.59 $175.40 $188.74 $201.18 $211.10 $154.25 $167.94 $162.78 $82.66 $81.47 $94.64 $103.16 $ 102.84 $ 110.05 $131.34 $127.04 $132.67 $170.39 $185.02 $190.73

$163.62

Total

$127.88

$137.48

$157.33

$163.62

$177.33

$181.91

-5.4%

$270.00 $250.00 $230.00 $210.00 $190.00 $170.00 $150.00 $130.00 $110.00 $90.00

2016

December

2015

November

2014

October

2013

September

2012

August

February

$50.00

January

$70.00 July

2015

June

2014

May

2013

April

2012

March

2011

-5.4%

4Marathon Tract HISTORIC TREND REPORT began March 2009

Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers.

Source 2016 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

HISTORIC TREND REPORT SMITH TRAVEL RESEARCH

Islamorada 1/21/2016

This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

OCCUPANCY RATE 2016

January February March April May June July August September October November December

49.0% 70.7% 78.6% 70.4% 61.3% 64.5% 67.7% 54.2% 39.8% 45.9% 58.2% 53.1%

60.4% 75.7% 83.2% 74.6% 69.1% 70.2% 75.5% 59.4% 46.8% 52.7% 63.1% 59.0%

72.4% 82.1% 83.9% 75.2% 70.3% 73.8% 77.7% 70.2% 51.3% 57.1% 66.0% 63.0%

74.3% 86.3% 86.8% 75.0% 75.3% 74.7% 80.9% 73.2% 51.6% 62.6% 66.3% 66.1%

78.5% 82.8% 81.6% 74.7% 69.5% 72.9% 77.6% 69.3% 54.5% 61.8% 68.8% 62.9%

67.1%

Total

59.4%

65.7%

70.2%

72.6%

72.8%

67.1%

% Chg -14.5%

Islamorada Average Occupancy

100.0% 90.0% 80.0% 70.0% 60.0% 50.0%

2015

2016

December

October

August

2014

November

2013

September

2012

-14.5%

July

30.0%

June

40.0%

May

2015

April

2014

March

2013

February

2012

January

2011

AVERAGE DAILY RATE 2011

2012

2013

2014

2015

2016

January February March April May June July August September October November December

$ 196.17 $ 237.18 $ 262.76 $ 266.39 $ 214.82 $ 200.40 $ 200.84 $ 187.76 $ 175.18 $ 177.70 $ 193.50 $ 249.10

$ 200.54 $ 252.77 $ 285.60 $ 271.51 $ 218.16 $ 205.44 $ 211.39 $ 195.56 $ 183.97 $ 183.36 $ 198.40 $ 259.56

$ 216.93 $ 264.90 $ 317.28 $ 258.56 $ 225.42 $ 216.44 $ 220.69 $ 203.61 $ 172.31 $ 188.72 $ 204.88 $ 269.06

$ 231.50 $ 271.36 $ 307.22 $ 288.10 $ 231.75 $ 211.62 $ 218.57 $ 201.16 $ 163.38 $ 192.28 $ 207.80 $ 274.07

$ 236.55 $ 294.03 $ 337.46 $ 293.85 $ 245.18 $ 223.87 $ 240.82 $ 212.31 $ 183.18 $ 188.78 $ 209.68 $ 276.69

$ 256.69

Total

$217.40

$225.97

$233.40

$240.05

$242.50

$256.69

2011

2012

2013

2014

2015

2016

% Chg 8.5%

Islamorada Average Daily Rate $340.00 $320.00 $300.00 $280.00 $260.00 $240.00 $220.00 $200.00 $180.00 $160.00 $140.00

December

November

2015

October

August

2014

September

2013

July

June

May

March

January

2012

8.5%

February

$100.00

April

$120.00

2016

RevPAR % Chg

Islamorada Average RevPAR

$340.00

January February March April May June July August September October November December

$96.18 $167.75 $206.63 $187.45 $131.66 $129.25 $136.05 $101.76 $69.66 $81.61 $112.62 $132.34

$121.13 $191.37 $285.60 $202.62 $150.83 $144.17 $159.66 $116.09 $86.17 $96.63 $125.22 $153.18

$157.12 $171.89 $185.81 $217.52 $234.12 $243.49 $266.30 $266.62 $275.26 $194.37 $215.94 $219.37 $158.57 $174.51 $170.29 $159.82 $158.09 $163.19 $171.42 $176.79 $186.76 $142.94 $147.34 $147.22 $88.48 $84.32 $99.91 $107.80 $ 120.41 $ 116.59 $135.26 $ 137.68 $ 144.17 $169.45 $181.24 $174.08

$172.35

Total

$129.18

$148.57

$163.86

$172.35

$174.30

$176.48

-7.2%

$320.00 $300.00 $280.00 $260.00 $240.00 $220.00 $200.00 $180.00 $160.00 $140.00 $120.00 $100.00 $80.00

2016

October

December

2015

November

2014

August

July

June

May

April

2013

September

2012

March

February

$40.00

January

$60.00

-7.2%

4Islamorada Tract HISTORIC TREND REPORT began September 2010

Prior year performance numbers may be updated with current data due to new participants providing their historic information and/or past participants providing updated prior year performance numbers.

Source 2016 Smith Travel Research, Inc./STR Global, Ltd. This document contains confidential trade information and can only be released to third parties in response to a public records request pursuant to Chapter 119, Florida Statutes

Day Trend Florida Keys

Currency: USD - US Dollar

Monroe County TDC For the Week of February 28, 2016 to March 05, 2016

2016

2015

Mar

Sun 7 14 21 28 6

Mon 8 15 22 29 7

Tue 9 16 23 1 8

Wed 10 17 24 2 9

Thu 11 18 25 3 10

Fri 12 19 26 4 11

Sat 13 20 27 5 12

Mar

13

14

15

16

17

18

19

Feb Feb Feb Feb / Mar

→ → → → → →

This Year

Mar

Sun 8 15 22 1 8

Mon 9 16 23 2 9

Tue 10 17 24 3 10

Mar

15

16

17

Feb Feb Feb Mar

Occupancy (%) Feb

ADR

ADR

ADR

Sa

Monday, Feb 16th - President's Day

Thursday, Mar 17th - St. Patrick's Day

Tuesday, Mar 17th - St. Patrick's Day

Mo

Tu

We

Th

Fr

Sa

Su

Mo

Tu

We

Th

Fr

Sa

Su

Mo

Tu

We

Th

Su

Mo

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

83.4 92.2 -9.5

87.1 92.8 -6.1

89.1 94.9 -6.0

93.9 96.9 -3.1

92.4 94.8 -2.5

88.8 95.2 -6.7

91.3 95.4 -4.3

92.6 95.0 -2.5

92.8 95.0 -2.2

92.7 95.0 -2.4

92.5 95.1 -2.7

81.4 91.6 -11.1

86.9 93.9 -7.5

87.7 94.8 -7.4

88.2 95.3 -7.4

89.0 95.2 -6.6

84.2 94.2 -10.6

86.2 96.1 -10.3

76.7 84.3 -9.1

78.2 86.3 -9.4

Feb 7

Feb 7

Su

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

278.89 278.91 0.0

281.53 282.95 -0.5

287.20 283.40 1.3

308.10 302.60 1.8

372.24 362.59 2.7

394.95 385.88 2.3

376.88 369.05 2.1

333.22 350.27 -4.9

334.58 340.95 -1.9

341.32 332.43 2.7

346.43 360.84 -4.0

364.05 365.67 -0.4

350.78 360.56 -2.7

326.15 325.38 0.2

309.53 313.04 -1.1

314.44 310.63 1.2

314.53 318.29 -1.2

333.76 325.01 2.7

361.32 344.26 5.0

360.20 344.44 4.6

312.28 319.48 -2.3

308.13 317.65 -3.0

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

219.88 241.14 -8.8

228.80 257.71 -11.2

239.51 261.21 -8.3

268.50 280.80 -4.4

331.78 343.94 -3.5

370.79 373.99 -0.9

348.40 350.03 -0.5

295.80 333.43 -11.3

305.47 325.23 -6.1

316.02 315.83 0.1

321.66 342.70 -6.1

337.62 347.37 -2.8

324.47 342.76 -5.3

265.53 297.94 -10.9

269.04 294.04 -8.5

275.91 294.47 -6.3

277.53 303.24 -8.5

296.91 309.49 -4.1

304.08 324.20 -6.2

310.53 331.00 -6.2

239.39 269.37 -11.1

240.94 274.04 -12.1

Mo

Tu

We

Th

Fr

Sa

Su

Mo

Tu

We

Th

Fr

Sa

Su

Mo

Tu

We

Th

Fr

Sa

Su

Mo

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

85.5 91.0 -6.0

87.9 91.0 -3.5

90.7 96.5 -6.0

91.8 96.2 -4.6

93.4 96.3 -3.0

94.2 97.6 -3.4

97.8 99.2 -1.4

96.5 97.7 -1.3

94.1 98.6 -4.6

96.6 98.4 -1.8

97.5 98.3 -0.8

97.8 98.5 -0.8

96.8 97.3 -0.5

96.9 98.3 -1.5

89.3 95.5 -6.6

93.1 98.2 -5.2

93.9 98.6 -4.7

94.7 98.4 -3.8

95.3 98.5 -3.3

91.4 97.5 -6.3

92.7 98.8 -6.2

85.8 92.3 -7.0

87.3 95.3 -8.4

Feb 7

Feb 7

Su

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

312.39 321.92 -3.0

315.03 328.17 -4.0

322.65 325.87 -1.0

351.97 351.48 0.1

417.77 408.80 2.2

448.87 428.32 4.8

413.74 403.50 2.5

354.03 382.94 -7.6

362.37 372.95 -2.8

372.07 367.50 1.2

378.48 400.61 -5.5

403.09 409.19 -1.5

385.91 407.86 -5.4

367.04 371.52 -1.2

345.51 357.48 -3.3

351.07 357.26 -1.7

356.02 362.94 -1.9

379.97 372.17 2.1

410.29 395.78 3.7

410.01 399.29 2.7

352.92 364.90 -3.3

342.83 361.68 -5.2

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

274.49 293.05 -6.3

285.69 316.73 -9.8

296.05 313.45 -5.6

328.82 338.41 -2.8

393.59 398.82 -1.3

439.19 424.84 3.4

399.07 394.22 1.2

333.08 377.52 -11.8

350.07 366.80 -4.6

362.77 361.35 0.4

370.08 394.75 -6.3

390.35 398.26 -2.0

373.88 401.04 -6.8

327.61 354.86 -7.7

321.53 350.91 -8.4

329.70 352.11 -6.4

337.09 357.12 -5.6

361.96 366.46 -1.2

374.88 385.85 -2.8

379.97 394.65 -3.7

302.94 336.89 -10.1

299.41 344.68 -13.1

Mo

Tu

We

Th

Fr

Sa

Su

Mo

Tu

We

Th

Fr

Sa

Su

Mo

Tu

We

Th

Fr

Sa

Su

Mo

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

67.5 82.7 -18.3

69.2 81.9 -15.5

71.4 85.6 -16.6

74.6 88.0 -15.3

80.6 89.2 -9.6

83.7 92.1 -9.1

89.7 94.5 -5.2

88.2 91.9 -4.1

83.0 91.7 -9.5

85.6 92.3 -7.3

87.4 91.6 -4.6

87.6 91.3 -4.1

88.3 92.6 -4.6

87.8 91.7 -4.3

73.3 87.5 -16.2

80.4 89.6 -10.3

81.3 90.9 -10.6

81.4 92.1 -11.6

82.4 91.9 -10.4

77.0 90.8 -15.2

79.8 93.2 -14.4

67.3 76.3 -11.7

68.9 77.2 -10.7

Feb 7

This Year 239.29 Last Year 237.71 Percent Change 0.7

RevPAR

Fr

Saturday, Feb 14th - Valentine's Day

Monday, Feb 15th - President's Day

9

Occupancy (%) Feb This Year Last Year Percent Change

21

81.3 91.1 -10.8

This Year 274.39 Last Year 303.42 Percent Change -9.6

Middle & Upper Keys

20

8

This Year 320.85 Last Year 333.57 Percent Change -3.8

RevPAR

19

78.8 86.5 -8.8

Occupancy (%) Feb This Year Last Year Percent Change

18

7

This Year 218.78 Last Year 249.38 Percent Change -12.3

Key West

Sat 14 21 28 7 14

76.7 86.8 -11.6

This Year 285.23 Last Year 287.32 Percent Change -0.7

RevPAR

Fri 13 20 27 6 13

Current Week

Su

This Year Last Year Percent Change

Thu 12 19 26 5 12

Last Year

Sunday, Feb 14th - Valentine's Day

Monroe County TDC

Wed 11 18 25 4 11

Feb 7

This Year 161.58 Last Year 196.57 Percent Change -17.8 A blank row indicates insufficient data.

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

235.73 232.07 1.6

238.20 233.24 2.1

242.63 238.46 1.7

256.42 251.42 2.0

320.88 315.85 1.6

336.12 343.87 -2.3

337.44 335.10 0.7

311.13 317.20 -1.9

303.98 309.00 -1.6

307.63 296.89 3.6

311.27 320.49 -2.9

321.87 322.38 -0.2

312.68 311.88 0.3

276.01 276.50 -0.2

267.66 265.93 0.7

271.48 261.78 3.7

265.81 272.15 -2.3

279.48 276.08 1.2

302.02 290.86 3.8

300.92 288.11 4.4

259.62 266.44 -2.6

263.12 265.13 -0.8

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

163.23 190.17 -14.2

170.03 199.57 -14.8

180.91 209.92 -13.8

206.63 224.23 -7.9

268.63 290.85 -7.6

301.37 325.11 -7.3

297.62 308.09 -3.4

258.23 290.94 -11.2

260.20 285.29 -8.8

268.75 271.81 -1.1

272.66 292.72 -6.9

284.34 298.49 -4.7

274.48 286.06 -4.0

202.40 242.06 -16.4

215.19 238.26 -9.7

220.66 238.03 -7.3

216.41 250.61 -13.6

230.20 253.69 -9.3

232.42 263.97 -12.0

240.18 268.50 -10.5

174.83 203.23 -14.0

181.22 204.60 -11.4

Tu

Mar

We

Th

Fr

Sa

1

2

3

4

5

76.2 86.9 -12.3

75.0 86.0 -12.8

76.5 85.7 -10.7

78.5 86.8 -9.6

87.9 94.2 -6.7

Mar 1

2

3

4

5

304.49 308.92 -1.4

303.24 318.21 -4.7

324.35 311.09 4.3

348.81 330.74 5.5

359.16 343.79 4.5

Mar 1

2

3

4

5

232.03 268.43 -13.6

227.44 273.70 -16.9

248.22 266.66 -6.9

273.71 286.98 -4.6

315.58 323.84 -2.6

Tu

Sa

We

Th

Fr

1

2

3

4

5

83.7 94.1 -11.1

83.4 95.8 -12.9

86.7 94.1 -7.9

85.6 93.0 -8.0

93.0 98.0 -5.2

Mar

Mar 1

2

3

4

5

340.44 354.40 -3.9

336.93 357.45 -5.7

358.35 351.51 1.9

388.17 371.36 4.5

390.63 378.03 3.3

Mar 1

2

3

4

5

284.81 333.56 -14.6

281.16 342.27 -17.9

310.52 330.83 -6.1

332.21 345.47 -3.8

363.09 370.65 -2.0

Tu

Sa

We

Th

Fr

1

2

3

4

5

68.5 79.5 -13.9

66.5 76.1 -12.7

66.2 77.2 -14.3

71.2 80.4 -11.4

82.7 90.2 -8.3

Mar

Mar 1

2

3

4

5

259.68 256.85 1.1

260.26 271.01 -4.0

279.68 263.98 5.9

301.47 286.34 5.3

324.48 309.25 4.9

Mar 1

2

3

4

5

177.89 204.31 -12.9

172.96 206.27 -16.1

185.16 203.90 -9.2

214.70 230.19 -6.7

268.41 279.00 -3.8

Current Week 78.4 87.2 -10.0

Run 28 85.2 92.0 -7.4

Run MTD 85.1 91.4 -6.8

Current Week 323.78 321.71 0.6

Run 28 331.26 329.03 0.7

Run MTD 321.77 319.20 0.8

Current Week 253.90 280.43 -9.5

Run 28 282.30 302.83 -6.8

Run MTD 273.93 291.68 -6.1

Current Week 86.5 94.7 -8.6

Run 28 91.9 96.5 -4.8

Run MTD 92.0 95.7 -3.9

Current Week 359.08 362.82 -1.0

Run 28 368.36 371.72 -0.9

Run MTD 358.68 361.96 -0.9

Current Week 310.59 343.48 -9.6

Run 28 338.51 358.80 -5.7

Run MTD 329.84 346.32 -4.8

Current Week 70.2 79.6 -11.8

Run 28 78.3 87.5 -10.5

Run MTD 78.0 87.0 -10.4

Current Week 279.90 274.98 1.8

Run 28 287.54 283.86 1.3

Run MTD 278.07 273.90 1.5

Current Week 196.45 218.78 -10.2

Run 28 225.05 248.25 -9.3

Run MTD 216.77 238.33 -9.0

Source 2016 STR, Inc.

DISCLOSURE Destination Reports are publications of STR, Inc. (Reports containing only North American data) and STR Global Ltd (Reports containing worldwide data) and are intended solely for use by our paid subscribers. Reproduction or distribution of Destination Reports, in whole or part, without written permission of either STR, Inc. or STR Global Ltd. is prohibited and subject to legal action. Site licenses are available. Please consult your contract with STR, Inc. or STR Global, Ltd for the terms and conditions governing the ownership, distribution and use of Destination Reports and their contents.

Florida Keys Aggregate Reservations Activity Report Executive Summary as of Feb 29, 2016

Vacation Rental Report Executive Summary Last Month Performance: Current YTD vs. Previous YTD

2015/16

2014/15

Florida Keys Aggregate Occupancy for last month (Feb) changed by (3.7%)

Occupancy (Feb) :

68.0%

65.6%

Florida Keys Aggregate ADR for last month (Feb) changed by (8.3%)

ADR (Feb) :

$ 220

$ 203

Florida Keys Aggregate RevPAR for last month (Feb) changed by (12.2%)

RevPAR (Feb) :

$ 150

$ 133

Florida Keys Aggregate Occupancy for the past 6 months changed by (4.7%)

Occupancy

30.4%

29.1%

Florida Keys Aggregate ADR for the past 6 months changed by (7.6%)

ADR

$ 242

$ 225

Florida Keys Aggregate RevPAR for the past 6 months changed by (12.7%)

RevPAR

$ 74

$ 65

Year over Year % Variance

3.7% 8.3% 12.2%

Historical 6 Month Actual Performance: Current YTD vs. Previous YTD

4.7% 7.6% 12.7%

* DestiMetrics Census: Total number of rooms reported by participating DestiMetrics properties as available for short-term rental in the reporting month. This number can vary monthly as inventories and report participants change over time.

DESCRIPTION: The Reservation Activity Outlook Report tracks occupancy, average daily rate (ADR), and revenue per available room (RevPAR); the key metrics most of interest to lodging properties. The report combines the data sets of participating properties into a destination wide view that features three data sets (providing that sufficient information is available) including: i)current YTD occupancy, ii) last YTD occupancy, iii) last season's ending occupancy. The Reservation Activity Outlook Report is generated on a monthly basis, usually for a 12 month subscription period, and is created from data provided by a group of properties participating in a cooperative manner, and representing a valid set of data as a result. Report results are provided only to those properties who participate by submitting their data. Additionally, participating properties can order (on an a-la-carte basis) an individual report which shows the reservation activity of their property, measured against an aggregated set of competitive properties that they choose from amongst DestiMetrics's other participants. As is the case in all DestiMetrics data, all information provided by individual properties is strictly confidential, except when aggregated with other data and indistinguishable as a result.

Florida Keys Aggregate Reservations Activity Report Region: Florida Keys Aggregate Paid Occupancy

Copyright 2009-2015, DestiMetrics, LLC. Destimetric's business practices, metrics, reports, systems and procedures and all subscriber data is CONFIDENTIAL INFORMATION, and protected by law. Reproduction or distribution is prohibited. All individual Destimetric subscriber data is kept strictly confidential and displayed only when aggregated with other similar data and indistinguishable as a result. Destimetrics, LLC. 303.722.7346, [email protected]

Florida Keys Aggregate Reservations Activity Report Region: Florida Keys Aggregate Average Daily Rate

Copyright 2009-2015, DestiMetrics, LLC. Destimetric's business practices, metrics, reports, systems and procedures and all subscriber data is CONFIDENTIAL INFORMATION, and protected by law. Reproduction or distribution is prohibited. All individual Destimetric subscriber data is kept strictly confidential and displayed only when aggregated with other similar data and indistinguishable as a result. Destimetrics, LLC. 303.722.7346, [email protected]

Florida Keys Aggregate Reservations Activity Report Region: Florida Keys Aggregate Revenue Per Available Room

Copyright 2009-2015, DestiMetrics, LLC. Destimetric's business practices, metrics, reports, systems and procedures and all subscriber data is CONFIDENTIAL INFORMATION, and protected by law. Reproduction or distribution is prohibited. All individual Destimetric subscriber data is kept strictly confidential and displayed only when aggregated with other similar data and indistinguishable as a result. Destimetrics, LLC. 303.722.7346, [email protected]

Florida Keys Aggregate Reservations Activity Report Region: Florida Keys Aggregate Variance in YTD Occupancy and ADR: 2015/16 vs 2014/15

Copyright 2009-2015, DestiMetrics, LLC. Destimetric's business practices, metrics, reports, systems and procedures and all subscriber data is CONFIDENTIAL INFORMATION, and protected by law. Reproduction or distribution is prohibited. All individual Destimetric subscriber data is kept strictly confidential and displayed only when aggregated with other similar data and indistinguishable as a result. Destimetrics, LLC. 303.722.7346, [email protected]

Florida Keys Aggregate Reservations Activity Report Occ Rate: YTD 2015/16 VS. YTD 2014/15

Occ Rate: YTD 2015/16 VS. YTD 2014/15 Month of Occupancy

Occ Rate as of Feb 29, 2016

Occ Rate as of Feb 28, 2015

Occupancy Percent Variance in YTD Occ Rate

# of Properties in sample

Sep 15 Oct 15 Nov 15 Dec 15 Jan 16 Feb 16 Historical Months Total

14.5% 14.2% 14.4% 26.3% 50.4% 68.0% 30.4%

9.4% 13.0% 16.5% 31.9% 46.6% 65.6% 29.1%

53.9% 8.8% -12.4% -17.7% 8.2% 3.7% 4.7%

10 10 10 9 9 9 10

Copyright 2009-2015, DestiMetrics, LLC. Destimetric's business practices, metrics, reports, systems and procedures and all subscriber data is CONFIDENTIAL INFORMATION, and protected by law. Reproduction or distribution is prohibited. All individual Destimetric subscriber data is kept strictly confidential and displayed only when aggregated with other similar data and indistinguishable as a result. Destimetrics, LLC. 303.722.7346, [email protected]

Florida Keys Aggregate Reservations Activity Report Average Daily Rate: YTD 2015/16 VS. YTD 2014/15

Average Daily Rate: YTD 2015/16 VS. YTD 2014/15 Month of Occupancy

ADR as of Feb 29, 2016

ADR as of Feb 28, 2015

ADR Percent Variance in YTD Adr Rate

# of Properties in sample

Sep 15 Oct 15 Nov 15 Dec 15 Jan 16 Feb 16 Historical Months Total

$ 219 $ 279 $ 303 $ 294 $ 220 $ 220 $ 242

$ 219 $ 259 $ 263 $ 261 $ 203 $ 203 $ 225

0.4% 7.9% 14.9% 12.4% 8.3% 8.3% 7.6%

10 10 10 9 9 9 10

Copyright 2009-2015, DestiMetrics, LLC. Destimetric's business practices, metrics, reports, systems and procedures and all subscriber data is CONFIDENTIAL INFORMATION, and protected by law. Reproduction or distribution is prohibited. All individual Destimetric subscriber data is kept strictly confidential and displayed only when aggregated with other similar data and indistinguishable as a result. Destimetrics, LLC. 303.722.7346, [email protected]

Florida Keys Aggregate Reservations Activity Report RevPAR Rate: YTD 2015/16 VS. YTD 2014/15

RevPAR Rate: YTD 2015/16 VS. YTD 2014/15 Month of Occupancy

RevPAR as of Feb 29, 2016

RevPAR as of Feb 28, 2015

RevPAR Percent Variance in YTD RevPAR Rate

# of Properties in sample

Sep 15 Oct 15 Nov 15 Dec 15 Jan 16 Feb 16 Historical Months Total

$ 32 $ 40 $ 44 $ 77 $ 111 $ 150 $ 74

$ 21 $ 34 $ 43 $ 83 $ 95 $ 133 $ 65

54.5% 17.4% 0.6% -7.5% 17.2% 12.2% 12.7%

10 10 10 9 9 9 10

Copyright 2009-2015, DestiMetrics, LLC. Destimetric's business practices, metrics, reports, systems and procedures and all subscriber data is CONFIDENTIAL INFORMATION, and protected by law. Reproduction or distribution is prohibited. All individual Destimetric subscriber data is kept strictly confidential and displayed only when aggregated with other similar data and indistinguishable as a result. Destimetrics, LLC. 303.722.7346, [email protected]

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Presentation: Targeting Freshwater Anglers

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Research Department

DEADLINE DATE:

March 11, 2016

K.4.

Memorandum TO:

Tourist Development Council

FROM:

Jessica Bennett, TDC Research Dept.

DATE:

January 22, 2016

RE:

Study: Converting Freshwater Anglers into Salt-Water Recreating Visitors

Enclosed is the Executive Summary from a recently completed study on how the Keys can convert freshwater anglers to Keys visitors who engage in salt-water fishing. We undertook this study because freshwater fishing is a far larger recreation group in the U.S. than saltwater. We were seeking insight in how to entice those anglers who regularly engage in freshwater fishing to try their hand in salt-water fishing in the Keys. At the TDC meeting we will give a brief presentation of the key report findings. To download the entire report, visit www.monroecounty-fl.gov/tdc

Click to edit Master title style

Targeting Freshwater Anglers A report prepared by :

TClick ABLE to OFedit CONTENTS Master title style Your guide through this report Executive Summary ……………………………………………………... p. 3-7 Methodology …………………………………………………………….. p. 8-9 Profile of Target Fisherman ……………………………………………. p. 10-11 Fishing Habits …………………………………………………………….. p. 12-17 Number of Times Fished ……………………………………….. p. 12 Level of Fishing Skills ……………………………………………. p. 13 Fishing Venue …………………………………………….……... p. 14 Tournament Participation …………………………………….. p. 15 Important Attributes of Fishing ……………………………….. p. 16 Motivations ……………………………………………………….. p. 17 Fishing Travels …………………………………………………………….. p. 18-26 Fishing on a Vacation ………………………………………….. p. 18-19 Motivations to Fish on Vacation ……………………………... p. 20 Most Recent Fishing Vacation ………………………………... p. 21 Fishing Companions …………………………………………….. p. 22 Planning a Trip ……………………………………………........... p. 23-26 Accommodations ……………………………………… p. 22-24 Destination ……………………………………………… p. 25 Other Activities ………………………………………….. p. 26 Fishing Destinations …………………………………………………….. p. 27-29 Premier Fishing Destinations…………………………………... p. 27 Fishing in the Southeast ……………………………………….. p. 28 Future Fishing Trip ……………………………………………….. p. 29 Fishing in the Florida Keys ……………………………………………… p. 30-41 Florida Keys & Key West Experience ……………………….. p. 30-31 Florida Keys as a Leisure Destination ……………………….. p. 32-33 Florida Keys as a Fishing Destination ………………………... p. 34-41 Media ……………………………………………………………………… p. 42-49 Deciding Leisure Travel Destination ………………….……… p. 42 Use of Fishing Publications ……………………………………. p. 43-45 Importance of a Fishing Source ……………………………... p. 46 Fishing & Outdoor Shows ………………………….……..…… p. 47 Destination Advertisements ………………………………….. p. 48 Travel Personality …………………………….…………………………. p. 49 About Sports Marketing Surveys USA ………………………………. p. 50

©2015 SPORTS M ARKETING SURVEYS USA

2

EClick XECUTIVE SUMMARY to edit Master title style Potential Market:

18.1 Million “Core” Freshwater Anglers

4.9 Million “Core” Saltwater Anglers

15.6 Million Universe (Core Freshwater and NOT core salt)

How likely to plan a saltwater fishing vacation to FL Keys and Key West: • 18.6% Quite likely (take half of these) • 6.2% Very likely = 15.5%

2.4 Million potential targets

©2015 SPORTS M ARKETING SURVEYS USA

3

EClick XECUTIVE SUMMARY to edit Master title style Who is most likely to want to take a fishing specific vacation to the Keys?: • Under 45s • North East and South • Those who fish with their family and friends • Interested in eating the catch • Most likely to stay in cabins or camps while on fishing vacation • Like to drive to their fishing destination What’s the most effective message?: • Fishing in the Keys is FUN • Weather is WARM • Good FISHING • Variety of FISH • EAT your catch • FAMILY Time Areas of specific interest: • Good interest in all fishing vacation options: • All inclusive • Fishing inclusive accommodation • Multiple islands • Flat fishing and deep sea • LOW interest in tournaments What media do those likely to plan fishing vacations to the Keys access?: • Field and Stream • Outdoor Life • Bass Masters The main barriers are: • Cost • Distance Overall Conclusion Freshwater anglers show good level of interest in Saltwater fishing and vacations. We project over 2 million anglers who are potential targets for a fishing vacation in the Florida Keys and Key West. Florida Keys and Key West have a good established reputation. The message should be less about tournaments and competitions and more about fun, family, and great fishing in the warm weather.

©2015 SPORTS M ARKETING SURVEYS USA

4

EClick XECUTIVE SUMMARY to edit Master title style

Gender

Age

Region

Motivation To Go Fishing Fishing Companions Accommodations When on a Fishing Trip Words that Describe Key West

Interested in Florida Keys Fishing Trips

Fishing Publications Attend Trade Shows

Male Female Under 35 35 to 44 45 to 54 55 to 64 65+ Northeast Midwest South West Enjoyment/Fun Family time Eating the catch/Food Family Spouse/significant other Friends Cabin Camping At family's or friend's home Warm Beaches Good Fishing Variety of Fish All-inclusive package Fishing/accommodation package A multi island trip Flats fishing Deep sea fishing Fish the everglades Charter guided fishing trip Trips including Florida Keys/Cuba Mix of flats & deep sea fishing Self guided fishing trip How to saltwater fish Charter and tournaments Field & Stream Outdoor Life Bass Master Yes No

©2015 SPORTS M ARKETING SURVEYS USA

Likely to go on Not likely to go a fishing on a fishing vacation in the vacation in the Keys Keys 52.4% 53.5% 47.6% 46.5% 29.8% 18.9% 19.4% 9.8% 14.5% 19.9% 21.8% 25.8% 14.5% 25.5% 25.8% 16.8% 32.3% 39.1% 29.8% 31.6% 12.1% 12.5% 29.4% 11.8% 15.7% 40.3% 35.5% 22.6% 33.1% 31.5% 8.9% 24.6% 16.7% 14.9% 12.3% 88.7% 88.7% 87.9% 87.1% 83.9% 83.1% 82.2% 77.4% 76.6% 75.8% 72.6% 49.2% 79.0% 73.4% 67.7% 29.0% 71.0%

25.0% 13.6% 8.0% 23.7% 24.2% 18.1% 41.0% 20.7% 8.8% 16.9% 13.2% 8.0% 8.3% 49.0% 46.3% 41.2% 43.4% 41.7% 45.7% 39.4% 35.1% 41.5% 39.3% 32.7% 13.0% 53.2% 44.9% 38.6% 14.9% 85.1%

5

EClick XECUTIVE SUMMARY – FAST to edit Master title styleFACTS Fishing habits: • 54% fish from the bank of a lake of river • 43% fish from a boat on freshwater • Only 2% of time spent fishing tournaments Fishing motivations • Being outdoors, fun and peace and quiet • Family and friends • Low level of competition • Also interested in eating the catch! Fishing on vacation • 31% have been on a fishing specific vacation in the last 12 months • Vacation motivations: FUN, excitement, family time together • Most recent vacations were on lakes in the south • Almost half of the fishing vacationers took their own boat • 60% of vacationers went with their families • Over 75% of vacation groups were of 4 people or less • Accommodation tends to be low budget – cabins or camping • Ease of travel by car and reputation of destination are important for their existing choice of fishing vacations. • Quality of fishing and different species of fish are important in planning their trips. Fishing destinations • Florida as a whole is the clear leader in “premier” fishing destinations in the USA and in the SouthEast USA. Florida Keys/Key West received more open ended mentions than any other specifically mentioned destination. Florida Keys • Open-ended responses for Florida Keys as a destination were overwhelmingly favorable: warm, beaches, good fishing, variety of fish and clear water were the most mentioned positive associations • Too hot, too crowded, too expensive, too far away were the most mentioned negative associations.

©2015 SPORTS M ARKETING SURVEYS USA

6

EClick XECUTIVE SUMMARY – FAST to edit Master title styleFACTS Florida Keys and Key West: • Over 80% of respondents thought Florida Keys and Key West had improved or stayed the same in recent years. Florida Keys as a fishing destination • Florida Keys were most highly rated for “attracting the best fisherman” and “has great fishing packages”. The lowest rating was for “has tournaments I want to compete in”. • There was good interest in all specific fishing vacation options: all inclusive packages, fishing and accommodation packages, deep seas fishing, flats fishing, fish the everglades. • The lowest interest was in tournaments. • Key West and Key Largo were the most attractive options. • Going somewhere warmer was the highest response to “what would entice you to plan a saltwater fishing trip. Followed by learning new types of fishing. • The biggest barriers to fishing in the Keys were: cost and distance. Deciding on vacation destinations • The four most influencing factors are friends, spouse/partner, family and search engines. • Anglers show high levels of media access: • Field and Stream • Outdoor Life • Bass master • And TV: • Bass Masters • Billy Dance Outdoors • Sport Fishing TV.

©2015 SPORTS M ARKETING SURVEYS USA

7

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Consideration and Action re: Arrivalist Media ROI

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: Approval TOTAL COST:

$48,735.00

ALLOCATED FROM: Research REQUESTED BY:

Administrative Office

PROVIDED BY:

Research Department

DEADLINE DATE:

March 11, 2016

K.5.

Memorandum TO:

Tourist Development Council

FROM:

Jessica Bennett, TDC Research Dept.

DATE:

January 22, 2016

RE:

New research tool: Arrivalist

Tinsley Advertising and TDC staff have been reviewing a new travel data technology called Arrivalist. Arrivalist is the first of its kind software to link and measure an arrival in a destination after media exposure. The technology can tell us when someone who has viewed a digitally delivered marketing piece, such as an ad, eNewletter or our website, actually arrives at the destination. By determining whether the viewer of the digital marketing piece becomes a visitor, or not, it can give the ROI per exposure of digital efforts. At the TDC meeting we will give a brief presentation of the software functionality and how we see it enhancing the TDC Market Research program. Enclosed are a few slides on the technology which we will examine in more detail during the presentation. The cost is $48,735 for a one year subscription and would be funded from the Market Research department budget.

Arrivalist TECHNOLOGY OVERVIEW

HOW IT WORKS Advertising

Ad

Welcome!

Hi

You’ve Arrived

User views Arrivalist Powered Ads or Content

Types of Media: • Site Visit • Banners • Email • Video • Mobile

User Moves

Technology finds user in new location

Data Targeting

App notifies advertiser of arrival

User gets relevant ads while in market

Multi-Screen Media

Geo Location Data Advertiser Receives report which shows ads resulted in arrivals

Presence = ROI

Arrivalist Technology

3 KEY DIFFERENTIATORS 1. The first Technology to measure arrivals after media exposure creates 2 opportunities: o

Allows DMOs to Optimize to media that impacts visits

o

Illustrates impact of media in influencing arrivals to stakeholders

Data Targeting

Connected Devices

Geo Location Data

2. Based on Visitation, not bookings (users doesn’t need to book anything in order to “count” as an arrival) o

Measures Road Trip Visitors (84% of visitation)

o

Measure overnight visitation that may or may not result in hotel bookings

3. Unique & Proven Technology: o

Protected by 2+ patent applications Tested on 43 advertisers over 3 years in development

o

Announcing first state tourism launch in Q1, 2014

o

Arrivalist Technology (Patent Pending)

SAMPLE REPORTING: MEDIA EFFICIENCY

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Administrative Status Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

L.1.

ADMINISTRATIVE OFFICE STATUS REPORT March 2016 Project: Completion Date: Status:

Operations Manual Ongoing Notification of updates will be provided to recipients of the operations manual in a memorandum, with several options for obtaining updates.

Project: Completion Date: Status:

Cultural, Fishing & Dive Umbrellas Ongoing Meetings are being held on a regular basis. Minutes are included within the TDC packet as an FYI.

Project: Completion Date: Status:

DAC Appointments Ongoing All District Advisory Committee vacancies are advertised in a timely manner and recommendations brought before the TDC for approval. Applications for At Large positions are forwarded to the Board of County Commissioners for approval.

Project: Completion Date: Status:

FY 2016 Capital Project Funding Application Requests-All DAC’s 2nd Round March 2016 District Advisory Committees reviewed the applications brought forward at their January 12th and 13th meetings. Recommendations for funding will be placed on the February TDC Meeting agenda, with final approval of agreements to go before the BOCC in March.

Project: Completion Date: Status:

FY 2017 Capital Project Funding Application October 2016 At their meeting of December 15, 2015 the TDC moved approval to advertise the FY 2017 Capital Project Funding Application. The BOCC at their meeting of February 10, 2016 approved same. The application has been advertised with a deadline of May 3, 2016.

Project: Completion Date: Status:

FY 2017 Capital Project Funding Workshops Complete Workshops were held at the March 1st and 2nd DAC Meetings.

Project: Completion Date: Status:

FY 2017 Destination and Turnkey Funding Application October 2016 At their meeting of February 2, 2016 the TDC moved approval to advertise the FY 2017 Destination/Turnkey Event Funding Application. The BOCC at their meeting of February 10, 2016 approved same. The application will be advertised commencing April 18, 2016 with a deadline of June 7, 2016.

Project: Completion Date: Status:

FY 2017 Destination and Turnkey Funding Workshops April 2017 Staff will be holding the FY 2017 Destination and Turnkey Event Funding Workshops at the April 12th and 13th 2016 DAC meetings. These workshops will be advertised in the local newspapers and notices sent out to all interested parties within the TDC administrative data base.

1

Project: Completion Date: Status:

Advertising Agency RFP September 2016 The current Advertising Agency contract with Tinsley Advertising expires September 30, 2016. The TDC at their meeting of February 2, 2016 moved approval to advertise the Advertising Agency RFP. The BOCC at their meeting of February 10, 2016 approved same. The RFP has been advertised with a deadline of April 12, 2016.

Project: Completion Date: Status:

Visitor Information Services Agreements September 2016 The current agreements with the Chambers of Commerce to provide Visitor Information Services expire in September 2016. At their meetings of March 1st and 2nd the District Advisory Committees approved recommendations for scopes of services and compensations. The agreements will be placed on the March 22, 2016 TDC Agenda and on the April 20, 2016 BOCC Agenda for final approval.

Project: Completion Date: Status:

FY 2017 Budget September 2016 Staff is working on the FY 17 budget. The strategic plan will be presented to the TDC at their meeting of May 3, 2016. The final budget will be presented to the TDC in June 2016.

Project: Completion Date: Status:

MinuteTraq BOCC Agenda Training April 2016 Staff have been training to use the new electronic MinuteTraq system the County will be utilizing for the BOCC agenda items. The system will go live on March 12th with the new process in process commencing in April 2016.

2

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Director’s Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Marketing Director

DEADLINE DATE:

March 11, 2016

L.2.

Director’s Report

2015 Annual Lodging Awards Banquet I attended the Lodging Association of the Florida Keys and Key West 2015 Annual Awards Banquet on February 26, 2016. The event was held at the Pier House Resort & Spa in Key West. The Lodging Association’s event honors excellence in the hospitality industry for 2015. All the awards are with distinction in honoring the recipients; however, one of the most prestigious awards is the Margo Golan Community Service Award. The award recognizes community leaders who have made substantial contributions to the tourism industry and community at large, that will have a long lasting beneficial impact on the Florida Keys. I am pleased to state that Sandy Tinsley is the recipient of the 2015 Margo Golan Community Service Award for her thirty (30) years of service to the Florida Keys. Very well deserved. US to Cuba Flights US airlines have submitted proposals to the US Transportation Department to fly as many as 100 flights daily to Cuba. The Transportation Department will review the proposals based on providing the most benefit to the most passengers. Scheduled flights could begin as early as this fall with up to 20 per day to Havana, and up to 10 flights each to nine other cities within Cuba. Those other cities include Varadero, Santa Clara, Cayo Lago Del Sur, Santiago and Manzanillo. The travel agreement is part of the resumption of diplomatic ties between the two countries that have included reopening embassies in one another’s capitols, and struck new business deals in medicine, communications and tourism. Please keep in mind that the new commercial flights require the same twelve (12) categories to be eligible for the approved charter flights. Our Strategic Marketing Plan objectives will remain the same, with further specific details, such as the new information about commercial flights’ US destinations, and the approved airlines, being added to our marketing situation analysis.

1

Other Projects • • • • • • • • • •

Working on Responses to Advertising RFP Working on DAC & TDC meeting minutes Working on DAC position vacancies Working on research projects Working on new website design Working on Visit Florida Keys Corporation agreement Working on Chamber of Commerce VIS agreements Working on Capital Project agreement extensions Working on DAC agendas Working on Advertising & PR invoices

Advisory Committee Meetings • • • • •

Attended DAC 5 meeting in Key Largo Attended DAC 4 meeting in Islamorada Attended DAC 2 meeting in Big Pine Key Attended DAC 3 meeting in Duck Key Attended DAC 1 meeting in Key West

03/01 03/01 03/01 03/02 03/02

Other Meetings • Guest Speaker to the Upper Keys Federation of Homeowners in Key Largo 02/10 • Meeting with Jose Feuntes with the Ragnor Event 02/11 • Conference call meeting with FADMO Audit Committee 02/12 • Conference call with Florida Restaurant & Lodging Association 02/12 • Meeting with Floridakeys.com on redesign of website 02/19 • Meeting with Floridakeys.com on website 02/23 • Attended Lodging Awards Banquet 02/26 • Meeting with Dean Walters on Key West Historic Seaport 03/02 • TDC Staff meetings • Agencies of Record meetings • Media Sales Representative meetings 2

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Operations Manual Update – FYI

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

L.3.

Date: March 11, 2016 To: All Recipients of the Monroe County Tourist Development Council Operations Manual Re: OPERATIONS MANUAL UPDATES The latest set of updates to the Operations Manual is now available on the Monroe County TDC webpage: http://www.monroecounty-fl.gov/tdc

Operations Manual – description of updates Each section can be downloaded from the webpage in PDF format, or you can print the pages directly from the webpage. 1. Section I – TDC Board Members o Updated Member List to reflect reappointment of James Bernardin to the TDC Board

Page 1

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: 2015 Annual Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

L.4.

Date: March 11, 2016 To:

All Recipients of the Monroe County Tourist Development Council Annual Report

Re:

TDC Annual Report 2015

The Tourist Development Council 2015 Annual Report is now available on the TDC page of the Monroe County Website. Please visit the web page given below: http://www.monroecounty-fl.gov/tdc The Annual Report can then be found under the Tourist Development Council header. An image of the web page is shown below and the link for the Annual Report has been indicated. If you have any questions, please contact our administrative office at 296-1552.

1201 White Street, Suite 102, Key West, Florida 33040 U.S.A. (305) 296-1552 Fax: (305) 296-0788 http://www.fla-keys.com

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Website Status Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Floridakeys.com

DEADLINE DATE:

March 11, 2016

M.1.

Statistics and Operations Report for the Monroe County Tourist Development Council Web Site: fla-keys.com Data mined for the March 22, 2016 TDC Meeting Data Date Range: 02/01/2016 - 02/29/2016 939,464.00

Total Sessions Total Pageviews

4,200,726.00 32,395.31

Average Sessions Per Day Average Pageviews Per Day

144,852.62 4.47

Average Pageviews Per Session Average Length of Session

Accommodation Search Webcam Section District Key West Lower Keys Marathon Islamorada Key Largo

04:06 (mm:ss)

18,411 82,296

Home Page

Accommodations

170,923 34,149 69,390 84,342 83,258

24,277 7,371 8,972 14,339 12,761

Visitors to Site – Annual 1,200,000

FY 15/16

1,000,000

FY 14/15 FY 13/14

800,000

FY 12/13 FY 11/12

600,000

FY 10/11 400,000

FY 09/10 FY 08/09

200,000

FY 07/08

0

FY 06/07 FY 05/06

Note: Data for May-July 2005 normalized for graph scaling purposes. Oct. FY 15/16

586,477

Nov. 657,481

FY 14/15 FY 13/14 FY 12/13 FY 11/12 FY 10/11 FY 09/10 FY 08/09 FY 07/08

513,342 486,402 494,439 421,966 390,203 400,635 264,420 306,522

583,491 544,865 498,113 473,186 401,736 398,093 262,356 300,629

Dec. 675,247

Jan. 956,831

Feb. 939,464

Mar.

April

May

June

July

Aug.

Sept.

624,902 593,165 535,989 497,684 420,891 460,385 288,453 329,243

776,315 827,484 784,494 877,439 695,658 670,814 409,691 533,516

848,825 923,843 729,456 810,430 733,074 632,566 402,322 520,076

902,161 904,712 697,266 722,067 639,592 599,992 418,479 502,636

707,572 674,474 556,905 587,923 474,413 466,174 345,176 416,827

634,840 644,511 561,105 594.294 497,958 515,626 384,069 388,867

642,964 623,451 566,777 587,909 499,838 511,363 385,426 373,105

623,451 762,191 634,757 590,629 501,551 492,178 409,722 325,432

631,640 575,194

512,974

Pageviews of District Home Page Streaming Web Cams DAC 5 (Key Largo) DAC 4 (Islamorada) DAC 3 (Marathon) DAC 2 (Big Pine & Lower Keys) DAC 1 (Key West)

21,754 13,352 31,947 15,092 28,558

522,998 579,378 396,115 433,755 407,737 349,191

480,836 451,058 399,326 294,641 367,593 346,793 286,853

Electronic Brochure Fulfillment Statistics

Top 10 Search Engines (referred incoming visitors)

Top 20 Search Terms

SOCIAL MEDIA SNAPSHOT:

246,605 fans

30,431 followers

PINTEREST SUMMARY

(data mined 03/02/16)

32,408 followers

2,397 followers

1,958 followers

FACEBOOK SUMMARY

SHARED CONTENT

WHEN THE FACEBOOK PAGE IS MOST ACTIVE

CONTENT PERFORMANCE

(top 15, sorted by Total Reach)

TWITTER REPORT – follower and content data

WEBSITE VS SOCIAL COMPARISON - traffic variations in relation to social referrals

SOCIAL TRAFFIC

COMPETITOR TWITTER COMPARISON

INSTAGRAM REPORT

INSTAGRAM ENGAGEMENT

http://www.fla-keys.com - http://www.fl… www.fla-keys.com

Go to this report

Feb 1, 2016 - Feb 29, 2016

01_TDC_01_World All Users 100.00% Sessions

Map Overlay Site Usage

1

Country

673,210

Sessions

Pages / Session

744,558

Avg. Session Duration

2.43

00:01:54

% New Sessions

Bounce Rate

71.84%

64.55%

% of Total: 100.00% (744,558)

Avg for View: 2.43 (0.00%)

Avg for View: 00:01:54 (0.00%)

Avg for View: 71.78% (0.08%)

Avg for View: 64.55% (0.00%)

673,210 (90.42%)

2.42

00:01:54

71.64%

64.98%

1.

United States

2.

United Kingdom

19,013 (2.55%)

2.28

00:01:30

64.66%

61.29%

3.

Canada

15,802 (2.12%)

3.02

00:02:22

79.98%

53.29%

4.

Germany

9,111 (1.22%)

2.53

00:01:44

67.93%

59.04%

5.

France

2,639 (0.35%)

2.35

00:01:47

74.91%

63.62%

6.

Sweden

1,928 (0.26%)

2.45

00:01:52

60.58%

64.16%

7.

Italy

1,632 (0.22%)

2.42

00:01:48

82.48%

65.07%

8.

Netherlands

1,399 (0.19%)

2.81

00:02:02

80.56%

57.54%

9.

Brazil

1,179 (0.16%)

1.83

00:01:13

90.25%

76.51%

10.

United Arab Emirates

1,000 (0.13%)

1.13

00:00:12

95.50%

94.10%

11.

Switzerland

995 (0.13%)

2.84

00:01:58

78.39%

52.76%

12.

Australia

977 (0.13%)

2.15

00:01:27

88.54%

68.88%

13.

Norway

904 (0.12%)

2.09

00:01:22

56.31%

68.03%

14.

Denmark

766 (0.10%)

2.87

00:02:47

71.93%

56.14%

15.

India

704 (0.09%)

1.93

00:01:43

83.24%

66.48%

16.

Belgium

702 (0.09%)

3.04

00:02:19

80.91%

53.42%

17.

Ukraine

672 (0.09%)

4.97

00:06:29

47.92%

17.86%

18.

Spain

577 (0.08%)

3.21

00:02:03

82.15%

67.42%

19.

Austria

575 (0.08%)

3.12

00:02:23

80.52%

48.52%

20.

Finland

570 (0.08%)

2.22

00:01:43

86.32%

67.02%

21.

Ireland

542 (0.07%)

2.68

00:01:49

76.94%

57.93%

22.

Puerto Rico

517 (0.07%)

2.17

00:01:41

72.53%

73.50%

23.

Israel

479 (0.06%)

1.75

00:00:59

91.02%

81.00%

24.

Mexico

422 (0.06%)

1.95

00:01:20

80.33%

69.91%

25.

South Africa

396 (0.05%)

1.57

00:00:51

95.20%

82.32% Rows 1 - 25 of 202

© 2016 Google

http://www.fla-keys.com - http://www.fl… www.fla-keys.com

Go to this report

Feb 1, 2016 - Feb 29, 2016

01_TDC_02_Usa ALL » COUNTRY: United States

All Users 90.42% Sessions

Map Overlay Site Usage

465

Region

103,669

Sessions

Pages / Session

673,210

Avg. Session Duration

2.42

00:01:54

% New Sessions

Bounce Rate

71.64%

64.98%

% of Total: 90.42% (744,558)

Avg for View: 2.43 (-0.37%)

Avg for View: 00:01:54 (0.24%)

Avg for View: 71.78% (-0.20%)

Avg for View: 64.55% (0.66%)

103,669 (15.40%)

2.71

00:02:20

71.37%

56.10%

1.

Florida

2.

New York

83,964 (12.47%)

1.90

00:01:24

68.66%

73.85%

3.

New Jersey

43,918 (6.52%)

2.09

00:01:43

64.72%

70.90%

4.

Illinois

41,938 (6.23%)

2.16

00:01:38

70.90%

70.44%

5.

Pennsylvania

35,198 (5.23%)

2.59

00:01:59

70.27%

63.70%

6.

Virginia

32,453 (4.82%)

1.95

00:01:24

74.21%

70.90%

7.

Massachusetts

30,878 (4.59%)

2.12

00:01:38

67.85%

69.93%

8.

Texas

28,144 (4.18%)

2.44

00:01:50

77.26%

64.53%

9.

California

27,185 (4.04%)

1.87

00:01:12

77.80%

76.12%

10.

Michigan

20,265 (3.01%)

3.07

00:02:27

72.35%

56.83%

11.

Ohio

18,799 (2.79%)

3.12

00:02:26

72.53%

55.96%

12.

Georgia

17,217 (2.56%)

2.60

00:02:05

75.72%

60.79%

13.

Maryland

17,062 (2.53%)

2.39

00:01:59

66.83%

67.31%

14.

North Carolina

15,152 (2.25%)

2.78

00:02:15

74.61%

58.03%

15.

District of Columbia

13,391 (1.99%)

1.88

00:01:16

74.99%

73.33%

16.

Connecticut

12,043 (1.79%)

2.23

00:01:47

67.57%

69.03%

17.

Wisconsin

10,410 (1.55%)

3.04

00:02:30

72.40%

56.24%

18.

Minnesota

9,958 (1.48%)

3.30

00:02:41

72.38%

52.97%

19.

Tennessee

9,910 (1.47%)

2.78

00:02:15

73.51%

58.60%

20.

Indiana

9,173 (1.36%)

3.09

00:02:33

72.06%

56.56%

21.

Missouri

7,091 (1.05%)

2.80

00:02:22

75.33%

59.71%

22.

Colorado

6,723 (1.00%)

2.76

00:02:15

74.89%

59.79%

23.

Washington

6,097 (0.91%)

2.29

00:01:38

75.50%

69.18%

24.

South Carolina

5,919 (0.88%)

3.00

00:02:34

74.03%

53.89%

25.

Kentucky

5,838 (0.87%)

2.75

00:02:09

71.96%

58.20%

26.

Alabama

4,873 (0.72%)

2.82

00:02:10

75.99%

58.14%

27.

New Hampshire

4,598 (0.68%)

2.39

00:01:47

71.14%

65.22%

28.

Arizona

4,176 (0.62%)

2.08

00:01:29

76.34%

71.12%

29.

Iowa

4,058 (0.60%)

3.02

00:02:28

74.25%

56.21%

30.

Louisiana

3,739 (0.56%)

2.80

00:02:28

76.28%

60.87%

31.

Oregon

3,220 (0.48%)

1.95

00:01:17

79.32%

73.76%

32.

Kansas

2,950 (0.44%)

2.87

00:02:17

75.19%

57.86%

33.

Oklahoma

2,850 (0.42%)

2.69

00:02:08

71.30%

61.72%

34.

Delaware

2,812 (0.42%)

3.31

00:02:38

67.53%

60.99%

35.

Utah

2,658 (0.39%)

1.98

00:01:15

78.07%

73.02%

36.

West Virginia

2,421 (0.36%)

2.80

00:02:01

71.33%

58.57%

37.

Nebraska

2,344 (0.35%)

2.70

00:02:04

75.64%

62.16%

38.

Mississippi

2,273 (0.34%)

2.49

00:01:35

77.69%

65.64%

39.

Maine

2,266 (0.34%)

4.13

00:02:30

67.70%

52.87%

40.

(not set)

2,171 (0.32%)

2.05

00:01:28

73.84%

71.72%

41.

Arkansas

2,000 (0.30%)

2.79

00:02:31

75.95%

58.85%

42.

Rhode Island

1,957 (0.29%)

2.77

00:02:13

71.28%

58.46%

43.

Nevada

1,850 (0.27%)

2.13

00:01:28

75.30%

70.97%

44.

Vermont

1,414 (0.21%)

2.40

00:02:01

76.94%

64.57%

45.

New Mexico

1,033 (0.15%)

2.29

00:01:51

76.38%

66.70%

46.

Idaho

1,012 (0.15%)

2.25

00:01:42

77.67%

70.45%

47.

North Dakota

917 (0.14%)

3.03

00:02:35

75.35%

56.05%

48.

South Dakota

894 (0.13%)

2.76

00:02:12

78.86%

60.85%

49.

Hawaii

744 (0.11%)

1.50

00:00:49

81.18%

83.47%

50.

Montana

642 (0.10%)

2.40

00:01:50

75.08%

66.82% Rows 1 - 50 of 52

© 2016 Google

http://www.fla-keys.com - http://www.fl… www.fla-keys.com

Go to this report

Feb 1, 2016 - Feb 29, 2016

01_TDC_03_Fla ALL » COUNTRY: United States » REGION: Florida

All Users 13.92% Sessions

Map Overlay Site Usage

1

City

15,358

Sessions

Pages / Session

103,669

Avg. Session Duration

2.71

00:02:20

% New Sessions

Bounce Rate

71.37%

56.10%

% of Total: 13.92% (744,558)

Avg for View: 2.43 (11.64%)

Avg for View: 00:01:54 (22.86%)

Avg for View: 71.78% (-0.58%)

Avg for View: 64.55% (-13.10%)

15,358 (14.81%)

2.14

00:01:36

72.74%

64.44%

1.

Miami

2.

Florida City

7,300 (7.04%)

2.36

00:01:42

71.41%

62.88%

3.

Key West

6,306 (6.08%)

2.46

00:02:04

54.35%

59.12%

4.

Jacksonville

3,683 (3.55%)

2.90

00:02:18

74.12%

54.74%

5.

Orlando

3,584 (3.46%)

2.61

00:02:25

76.70%

57.95%

6.

Marathon

3,272 (3.16%)

2.57

00:02:22

53.55%

58.50%

7.

Tampa

2,912 (2.81%)

2.62

00:02:00

69.88%

57.73%

8.

Islamorada

2,683 (2.59%)

2.64

00:02:32

55.68%

53.63%

9.

Miami Beach

2,254 (2.17%)

2.55

00:01:58

76.35%

58.74%

10.

Key Largo

1,873 (1.81%)

2.74

00:02:21

62.04%

53.44%

11.

Boca Raton

1,354 (1.31%)

2.86

00:02:22

73.34%

53.03%

12.

Fort Lauderdale

1,299 (1.25%)

2.89

00:02:33

76.37%

50.27%

13.

Coral Springs

1,162 (1.12%)

2.70

00:02:40

74.18%

52.24%

14.

Plantation

971 (0.94%)

3.32

00:02:50

72.71%

51.91%

15.

Cape Coral

970 (0.94%)

2.98

00:02:51

80.31%

52.27%

16.

Naples

919 (0.89%)

2.86

00:02:25

74.43%

54.41%

17.

Tallahassee

776 (0.75%)

2.89

00:02:45

71.91%

54.25%

18.

(not set)

739 (0.71%)

2.44

00:02:00

73.34%

56.83%

19.

Gainesville

721 (0.70%)

2.95

00:02:39

80.58%

50.90%

20.

Hollywood

696 (0.67%)

3.02

00:02:41

75.72%

52.44%

21.

St. Petersburg

696 (0.67%)

2.86

00:02:12

80.32%

47.41%

22.

Port St. Lucie

658 (0.63%)

3.23

00:03:03

75.99%

48.33%

23.

Palm Beach Gardens

658 (0.63%)

2.81

00:02:34

70.67%

50.00%

24.

Doral

634 (0.61%)

3.10

00:02:49

80.13%

50.63%

25.

West Palm Beach

604 (0.58%)

2.87

00:02:18

72.52%

52.65%

26.

Pompano Beach

588 (0.57%)

2.99

00:02:50

72.11%

54.42%

27.

Homestead

587 (0.57%)

2.85

00:02:37

75.98%

56.22%

28.

Pembroke Pines

559 (0.54%)

2.90

00:02:01

80.14%

53.67%

29.

Bradenton

550 (0.53%)

3.09

00:02:51

71.64%

53.27%

30.

North Naples

543 (0.52%)

2.61

00:02:03

75.32%

56.54%

31.

Fort Myers

518 (0.50%)

2.89

00:03:00

73.36%

46.72%

32.

Blountstown

511 (0.49%)

2.34

00:01:45

79.06%

62.82%

33.

Coral Gables

511 (0.49%)

2.71

00:02:25

73.19%

52.64%

34.

Davie

485 (0.47%)

2.90

00:02:13

77.32%

49.69%

35.

Boynton Beach

432 (0.42%)

3.29

00:02:49

75.69%

48.38%

36.

Ocala

426 (0.41%)

3.23

00:02:35

78.40%

52.11%

37.

Delray Beach

405 (0.39%)

2.70

00:02:45

69.38%

60.74%

38.

Summerland Key

404 (0.39%)

2.69

00:02:26

54.95%

55.20%

39.

Hialeah

399 (0.38%)

2.84

00:02:08

81.45%

51.63%

40.

Clearwater

394 (0.38%)

2.87

00:02:42

70.05%

47.46%

41.

Kendall

386 (0.37%)

3.18

00:02:44

78.24%

48.96%

42.

Bonita Springs

367 (0.35%)

2.90

00:02:17

78.47%

50.68%

43.

Melbourne

363 (0.35%)

3.10

00:02:44

76.31%

47.93%

44.

Lakeland

360 (0.35%)

2.97

00:03:09

75.00%

54.72%

45.

St. Augustine

360 (0.35%)

3.04

00:02:54

72.22%

51.39%

46.

Wellington

360 (0.35%)

3.28

00:02:54

70.28%

45.83%

47.

Greenacres

357 (0.34%)

3.31

00:03:31

76.47%

48.46%

48.

Miramar

357 (0.34%)

2.68

00:02:20

77.03%

56.02%

49.

Kissimmee

345 (0.33%)

3.11

00:03:43

62.61%

51.30%

50.

Jupiter

341 (0.33%)

3.12

00:02:43

74.19%

52.79% Rows 1 - 50 of 478

© 2016 Google

http://www.fla-keys.com - http://www.fl… www.fla-keys.com

Go to this report

Feb 1, 2016 - Feb 29, 2016

01_TDC_04_Can ALL » COUNTRY: Canada

All Users 2.12% Sessions

Map Overlay Site Usage

1

City

3,101

Sessions

Pages / Session

15,802

Avg. Session Duration

3.02

% New Sessions

00:02:22

Bounce Rate

79.98%

53.29%

% of Total: 2.12% (744,558)

Avg for View: 2.43 (24.31%)

Avg for View: 00:01:54 (24.66%)

Avg for View: 71.78% (11.42%)

Avg for View: 64.55% (-17.45%)

3,101 (19.62%)

2.51

00:01:40

81.46%

61.56%

1.

Toronto

2.

Montreal

904 (5.72%)

2.65

00:01:58

80.42%

55.64%

3.

Ottawa

662 (4.19%)

3.21

00:02:43

84.29%

49.09%

4.

Mississauga

481 (3.04%)

2.78

00:02:26

82.74%

55.93%

5.

Hamilton

394 (2.49%)

3.64

00:03:59

69.80%

47.72%

6.

London

342 (2.16%)

2.90

00:02:11

74.85%

53.51%

7.

Calgary

322 (2.04%)

3.76

00:03:11

81.06%

51.24%

8.

Vancouver

322 (2.04%)

2.66

00:01:52

79.50%

56.52%

9.

Winnipeg

279 (1.77%)

3.39

00:02:33

77.78%

45.88%

10.

Brampton

240 (1.52%)

2.76

00:01:39

80.83%

62.08%

11.

Waterloo

214 (1.35%)

3.08

00:02:13

85.05%

54.21%

12.

(not set)

211 (1.34%)

6.01

00:03:14

80.09%

43.60%

13.

Windsor

198 (1.25%)

3.41

00:03:10

76.77%

47.47%

14.

Burlington

196 (1.24%)

2.37

00:02:10

82.14%

61.73%

15.

Edmonton

193 (1.22%)

2.99

00:02:17

81.87%

50.78%

16.

Oakville

186 (1.18%)

3.27

00:02:40

86.56%

52.15%

17.

Oshawa

169 (1.07%)

2.55

00:02:15

76.33%

57.99%

18.

Markham

162 (1.03%)

2.62

00:01:52

85.19%

58.64%

19.

Quebec City

158 (1.00%)

2.25

00:01:42

79.75%

55.06%

20.

Richmond Hill

139 (0.88%)

3.47

00:02:29

83.45%

47.48%

21.

Kingston

137 (0.87%)

3.07

00:03:36

84.67%

48.18%

22.

Kitchener

137 (0.87%)

2.66

00:02:12

82.48%

48.91%

23.

Vaughan

136 (0.86%)

2.68

00:01:18

88.24%

61.03%

24.

Barrie

135 (0.85%)

2.64

00:01:25

80.00%

53.33%

25.

Gatineau

118 (0.75%)

3.56

00:04:42

66.95%

48.31% Rows 1 - 25 of 526

© 2016 Google

http://www.fla-keys.com - http://www.fl… www.fla-keys.com

Go to this report

Feb 1, 2016 - Feb 29, 2016

01_TDC_05_UK ALL » COUNTRY: United Kingdom

All Users 2.55% Sessions

Map Overlay Site Usage

1

City

4,380

Sessions

Pages / Session

19,013

Avg. Session Duration

2.28

00:01:30

% New Sessions

Bounce Rate

64.66%

61.29%

% of Total: 2.55% (744,558)

Avg for View: 2.43 (-6.02%)

Avg for View: 00:01:54 (-21.00%)

Avg for View: 71.78% (-9.92%)

Avg for View: 64.55% (-5.06%)

1.

London

4,380 (23.04%)

2.20

00:01:24

69.54%

64.73%

2.

Slough

1,137 (5.98%)

1.15

00:00:09

96.04%

95.78%

3.

(not set)

624 (3.28%)

2.13

00:01:19

67.63%

62.66%

4.

Birmingham

379 (1.99%)

2.55

00:01:07

57.26%

57.52%

5.

Glasgow

306 (1.61%)

2.27

00:01:16

57.84%

56.86%

6.

Manchester

305 (1.60%)

2.32

00:01:42

65.90%

58.69%

7.

Edinburgh

290 (1.53%)

2.60

00:02:03

62.41%

55.86%

8.

Liverpool

285 (1.50%)

2.18

00:01:13

57.19%

61.75%

9.

Leeds

265 (1.39%)

2.28

00:01:29

53.96%

56.60%

10.

Leicester

220 (1.16%)

2.10

00:01:05

46.36%

57.27%

11.

Bristol

216 (1.14%)

2.65

00:02:18

57.87%

48.15%

12.

Sheffield

195 (1.03%)

2.44

00:01:34

59.49%

62.05%

13.

Nottingham

178 (0.94%)

2.06

00:01:37

56.18%

56.18%

14.

Norwich

173 (0.91%)

2.49

00:01:26

57.23%

53.76%

15.

Croydon

157 (0.83%)

2.46

00:01:44

51.59%

52.87%

16.

Cardiff

147 (0.77%)

2.12

00:01:18

56.46%

56.46%

17.

Oxford

144 (0.76%)

2.34

00:01:48

49.31%

56.94%

18.

Southampton

143 (0.75%)

2.56

00:01:58

50.35%

57.34%

19.

Newcastle upon Tyne

142 (0.75%)

2.40

00:01:57

50.00%

61.27%

20.

Northampton

139 (0.73%)

2.53

00:02:06

59.71%

50.36%

21.

Bishop's Stortford

136 (0.72%)

1.02

00:00:01

99.26%

98.53%

22.

Brighton

135 (0.71%)

2.80

00:02:11

60.74%

48.89%

23.

Belfast

133 (0.70%)

1.98

00:02:30

69.92%

60.90%

24.

Coventry

126 (0.66%)

2.03

00:00:59

54.76%

56.35%

25.

Reading

122 (0.64%)

2.01

00:01:11

71.31%

59.02% Rows 1 - 25 of 713

© 2016 Google

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Presentation: New Website Design

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Floridakeys.com

DEADLINE DATE:

March 11, 2016

M.2.

Your Local Solution to Global Internet Marketing March 8, 2016

Mr. Harold Wheeler Director, Monroe County Tourist Development Council 1201 White Street Suite 102 Key West, FL 33040

Mr. Wheeler: We have prepared a presentation for the March 22, 2016 TDC meeting at the Marriott Beachside in Key West. In our presentation, we plan to unveil the new design of the TDC web site, fla-keys.com. While the site is in development currently, we will share the new responsive design of the home page and a district home page. Upon completion of design and development, the new site will be launched in the coming months. We look forward to the opportunity to present the web site redesign at the upcoming TDC meeting. Thank you. Sincerely,

Lauren Oropeza Director of Destination Marketing FloridaKeys.com 701 Simonton Street Key West, FL 33040

Social Media Management Search Engine Marketing Custom Web Design Mobile Site Design

Local Search Management Conversion Tracking E-commerce Web Cams

701 Simonton Street ● Key West ● Florida ● 33040 Tel: 305.292.1880 Fax: 305.294.1699 E-mail: [email protected]

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

O.1.a.

March 22, 2016 DISTRICT: I

AGENDA ITEM WORDING:

DAC I January 13, 2016 Regular Meeting Minutes - FYI

ITEM BACKGROUND: Attached

Minutes of the District I Advisory Committee meeting are provided as an FYI. TDC does not approve the minutes.

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

D.1. District I Advisory Committee Meeting The January 13, 2016 regular meeting of the District I Advisory Committee of the Monroe County Tourist Development Council was called to order by Chairperson Diane Schmidt at 3:01 p.m. at the Harvey Government Center, Key West. DAC Members Present Were: Ms. Julie Brown, Mr. Alan Eckstein, Mr. George Galvan, Ms. Piper Smith, Mr. Daniel Reynen, Mr. Clif Taylor, Ms. Rosi Ware, Ms. Kim Works Agencies Present Were: Mr. John Underwood and Mr. Eric Gitlin – Tinsley Advertising, Ms. Lauren Oropeza– Floridakeys.com, Ms. Carol Shaughnessy - NewmanPR Administrative Staff Present Were: Mr. Harold Wheeler, Ms. Maxine Pacini, and Ms. Ammie Machan Approval of the Agenda and Agenda Bulk Agenda Items: Mr. Eckstein moved approval of the agenda with the following bulk agenda items with the exception of item L.2 Consideration and Action FCCA Conference:

I

October 7, 2015 Regular Meeting Minutes September 8, 2015 TDC Meeting Minutes – FYI November 3, 2015 TDC Meeting Minutes – FYI FY 2016 Budget Four Penny Revenue Report Monthly Report from NewmanPR – FYI Advertising Recap – FYI Smith Travel Research Report – FYI Smith Travel Research Daily Occupancy Report – FYI Vacation Rental Occupancy & Rate Report – FYI Tourism Impact Infographic – FYI Chamber Visitor Information Services Report – FYI Key West Business Guild Services Report – FYI Floridakeys.com Report – FYI District Google Analytics Operations Manual Update – FYI Update re: December 15, 2015 TDC Meeting

FY

D.1. D.2. D.3. E.1. E.2. F.1. G.1. H.1. H.2. H.3. H.4. I.1. I.2. J.1. J.2. L.1. L.3.

Ms. Brown seconded. Motion passed unanimously.

Mr. Ecksetin moved approval to fund the Key West Chamber of Commerce for the FCCA Conference in an amount of $5,900 FY 2016 Advertising Resources. Ms. Brown seconded. A roll call vote was taken with the following results: Ms. Julie Brown Yes Mr. Alan Eckstein Yes Mr. George Galvan Yes Ms. Piper Smith Yes Mr. Daniel Reynen Yes Mr. Clif Taylor Yes Ms. Rosi Ware Yes

District I Advisory Committee January 13, 2016

2

Ms. Kim Works Abstain* Ms. Diane Schmidt Yes Motion passed. *Ms. Works abstained due to sitting on the board for the Chamber of Commerce. Consideration and Action re: Media Spend February – April: Mr. Gitlin presented the proposed media spend which would utilize $250,000 DAC I, Advertising Resources. The proposal includes digital media, including mobile, social and LGBT digital advertising and local spot television ads to run February through April 2016. Ms. Work moved approval of the February – April media spend in an amount of $250,000 DAC I, Advertising Resources. Mr. Eckstein seconded. Motion passed unanimously. Review of Recent Events Funded by DAC: The following District I events had taken place since the last DAC meeting, with an opportunity for the event coordinators to provide an update:

I

Phil Peterson’s 43rd Key West Poker Run: Phil Peterson’s Key West Poker Run, L.L.C was allocated $75,000 for Phil Peterson’s 43rd Key West Poker Run in September 2015. (Written report provided in meeting packet)

FY

Key West Halloween Half Marathon: Exclusive Sports Marketing, Inc. of Florida was allocated $10,000 for Key West Halloween Half Marathon in October 2015. (Written report included in meeting packet) Fantasy Fest: Key West Tourist Development Association, Inc. was allocated $120,000 for Fantasy Fest in October 2015. (Written report included in meeting packet) Heroes and Villains 5K: Theme Runs, Inc. was allocated $10,000 for Heroes and Villains 5K in October 2015. (Written report included in meeting packet) Key West World Championship Race: Super Boat International Productions, Inc. was allocated $120,000 for Key West World Championship Race in November 2015. Ms. Deana Carbonell was in attendance and provided a report on the event. Key West Film Festival: Key West Film Festival Corp. was allocated $25,000 for Key West Film Festival in November 2015. (Report requested, but not provided) Hot Pink Holidays! 2015: Key West Business Guild, Inc. was allocated $10,000 for Hot Pink Holidays! In December 2015. (Written report included in meeting packet). Mr. Mat Hon was in attendance and showed an example of an advertisement for the event. Key West Holiday Fest: The Lodging Association of the Florida Keys and Key West, Inc. was allocated $25,000 for Key West Holiday Fest in December 2015. Ms. Jodi Weinhofer was in attendance and reported a successful event. She reported that attendance for the first weekend of the Historical Inn tour was up 10% and the second showed an increase of 8% with a total attendance of over 300 people. Consideration and Action re: FY 2016 2nd Round Capital Funding Applications: The applications were reviewed and scored with the DAC I Capital Worksheet. Applications were required to score an average of 21 points or above to be considered for funding:

District I Advisory Committee January 13, 2016

3

City of Key West, Smathers Beach Restroom Facility $225,000 (expiration 9/30/17): Ms. Janet Muccino and Ms. Carolyn Sheldon were in attendance to answer question on the project. Historic Florida Keys Foundation, Inc., Oldest House Roofing, Structural Repair and Plumbing Upgrade $23,955 (expiration 9/30/16): Mr. Steve Black and Mr. David Hubbert were in attendance to answer questions on the project. Key West Art and Historical Society, Inc., East Martello Permanent Stanley Papio Gallery Installation $5,758 (expiration 9/30/16): Mr. Michael Gieda and Ms. Christine Nottage were in attendance to answer questions on the project. Monroe County BOCC, East Martello ADA Upgrade $300,000 (expiration 9/30/17): Mr. Kevin Wilson and Mr. Chris Rivera were in attendance to answer questions on the project.

FY

I

Monroe County BOCC, Higgs Beach Park Playground Phase II $600,000 (expiration 12/31/17): Mr. Kevin Wilson and Mr. Chris Rivera were in attendance to answer questions on the project. In discussion Mr. Wilson addressed Mr. Reynen’s question regarding the location of the playground in regards to the current location of the road. Mr. Wilson responded that the new location of the road would not be completed by the start of this project. It was determined that due to this that the application would not move forward to be considered for funding and that the County should reapply once the road has been moved. Monroe County BOCC, Key West Lighthouse Phase II $481,000 (expiration 9/30/16): Mr. Kevin Wilson and Mr. Johnnie Yongue were in attendance to answer questions on the project. The Coral Restoration Foundation, Inc. Reef Restoration - Key West $12,000 (expiration 9/30/16): Ms. Jessica Levy was in attendance to answer questions on the project. The Studios of Key West, Inc. Studios of K.W. Rooftop - Landscape, Lighting, and Elevator Extension (expiration 3/31/17): Mr. Jed Dodds was in attendance to answer questions on the project.

The applications were scored as follows: Studios of Key West – Rooftop Coral Restoration Foundation – Reef Restoration Key West Historic Florida Keys Foundation – Oldest House Roofing/Structure/Plumbing Key West Art and Historical Society – East Martello Stanley Papio City of Key West – Smathers Beach Restroom Facility Monroe County BOCC – Key West Light House Phase II Monroe County BOCC – East Martello ADA Upgrade

29.88 28.67 27.13 26.89 26.22 26.11 24.56

Mr. Reynen moved approval to fund The Studios of Key West, Inc. for the Studios of Key West Rooftop – Landscaping, Lighting and Elevator Extension project in an amount of $100,000 DAC I, FY 2016 Capital Resources. Ms. Brown seconded. A roll call vote was taken with the following results: Ms. Julie Brown Yes

District I Advisory Committee January 13, 2016

4

Mr. Alan Eckstein Yes Mr. George Galvan Yes Ms. Piper Smith Yes Mr. Daniel Reynen Yes Mr. Clif Taylor Yes Ms. Rosi Ware Abstain* Ms. Kim Works Yes Ms. Diane Schmidt Yes Motion passed. *Ms. Ware abstained due to sitting on the Board for the Studios of Key West, Inc. Mr. Reynen moved approval to fund the Historic Florida Keys Foundation, Inc. for the Oldest House Roofing, Structural Repair and Pluming Upgrade project in an amount of $23,955 DAC I, FY 2016 Capital Resources. Mr. Eckstein seconded.

FY

I

A roll call vote was taken with the following results: Ms. Julie Brown Yes Mr. Alan Eckstein Yes Mr. George Galvan Yes Ms. Piper Smith Yes Mr. Daniel Reynen Yes Mr. Clif Taylor Abstain* Ms. Rosi Ware Yes Ms. Kim Works Yes Ms. Diane Schmidt Yes Motion passed. *Mr. Taylor abstained due to his wife working at the Oldest House Mr. Reynen moved approval to fund the following:

The City of Key West, for the Smathers Beach Restroom Facility in an amount of $225,000, DAC I, FY 2016 Capital Resources; Key West Art and Historical Society, Inc. for the East Martello Permanent Stanley Papio Gallery Installation in amount of $5,758 DAC I, FY 2016 Capital Resources;

Monroe County BOCC for the East Martello ADA Upgrades in an amount of $300,000 DAC I, FY 2016 Capital Resources; Monroe County BOCC for the Key West Light House Phase II project in an amount of $481,000 DAC I, FY 2016 Capital Resources;

Coral Restoration Foundation for the Coral Restoration - Key West Project in an amount of $12,000 DAC I, FY 2016 Capital Resources Mr. Eckstein seconded. Motion passed unanimously. General Discussion: Ms. Shaughnessy shared a recent article published in Southern Lady Magazine about Key West and an online article on Travel and Leisure’s website naming Key West as one of Miami’s Top Five Winter Get-a-Ways. There being no further business the meeting was adjourned at 4:17 p.m.

Agenda Item #

O.1.b.

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT: I

AGENDA ITEM WORDING:

Consideration and Action re: Agreement with Key West Chamber of Commerce to Provide Visitor Information Services

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: Approval

TOTAL COST:

$333,760.35 per year

ALLOCATED FROM:

District I

REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

DATE:

March 11, 2016

To:

Tourist Development Council

FROM:

Harold Wheeler, TDC Director

RE:

Consideration and Action re: Agreement with Key West Chamber of Commerce, Inc. to Provide Visitor Information Services

Our agreement with The Key West Chamber of Commerce, Inc. to provide Visitor Information Services (VIS) to answer potential visitor inquires and to promote tourism expires September 30, 2016. The current agreement provides these services for an amount not to exceed $333,760.35 per year. The TDC staff met with the Chamber and exchanged needed VIS scope of service information by email, to provide the appropriate services provided by staff. The District I Advisory Committee at their meeting of March 2, 2016 reviewed the scope of services, and approved them as presented. The DAC agreed to a three (3) year agreement with an option to extend for an additional two (2) year period. The DAC approved the compensation of $333,376.35 per year for the first three (3) years. If the agreement is extended for two (2) additional years, there will be a five percent (5%) increase in compensation, and the compensation shall be $350,488 per year. A copy of the complete agreement is attached for your approval. This agreement has been approved by the County Attorney’s office and signed by the Key West Chamber of Commerce. If approved by the TDC, the agreement will be placed on the April BOCC Agenda for final approval.

KEY WEST VISITOR INFORMATION SERVICES AGREEMENT THIS AGREEMENT (“Agreement”) is entered into this day of , 2016, by and between Monroe County, Florida, a political subdivision of the state of Florida (“County”), and The Greater Key West Chamber of Commerce, Inc., a Florida non-profit corporation (“Provider”). WITNESSETH: WHEREAS, Provider is uniquely qualified to provide Visitor Information Services (“VIS”) to answer potential visitor inquiries and to promote tourism; and WHEREAS, Provider has been furnishing Visitor Information Services to County for eighteen years; and WHEREAS, County and Provider currently have a contractual arrangement for services through September 30, 2016; and WHEREAS, the Tourist Development Council (“TDC”), an advisory board to County’s Board of County Commissioners (“BOCC”) has recommended to County that a new agreement for Visitor Information Services be entered into with Provider; and WHEREAS, County desires to enter into this Agreement for Visitor Information Services with Provider; NOW THEREFORE, in consideration of the mutual covenants contained herein, the parties agree as follows: 1. TERM: The term of this Agreement is for a period of three years beginning October 1, 2016 and expiring on September 30, 2019. The Agreement may be extended for an additional term of two years by agreement of the parties with a 5 percent (5%) increase in compensation, as further outlined below. 2. SCOPE OF SERVICES: The Provider shall, pursuant to this Agreement, provide Visitor Information Services as described herein: a. The Provider shall respond to all telephone inquiries from generic and district toll free number(s), and from the Chamber’s (305) line(s), with information about the Florida Keys and any specified district destination within the Keys. b. The Provider shall retrieve and record all information from callers or e-mail inquiries resulting in mail fulfillment required by the VIS software program that is provided by the County, which includes the name, address and zip code of the caller. The Provider shall request that all callers complete the TDC Visitor Inquiry Survey. Provider shall verbally survey consenting callers on a list of questions provided by the TDC, and shall record the visitor responses in the VIS software, according to Exhibit A attached hereto. The TDC may request that Provider refer

Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

1

e-mail inquiries to a web survey in its return correspondence via web link provided by the TDC. c. Provider shall respond to all e-mail (Internet) inquiries for fulfillment requests and interact with potential visitors requests for destination information. d. Provider shall respond to all Live Chat (internet) requests and chat live with potential visitors to fulfill their requests for destination information, 9:00 a.m. – 5:00 p.m., Monday through Friday; excluded holidays and other business closures permitted in this Scope of Services. County shall provide Live Chat software on the TDC website to send chat inquiries directly to the Chambers of Commerce. County shall serve as administrator of Live Chat software; including, but not limited to setting up Chamber Operator user accounts, generating reports of chat volumes by Chamber, and providing chat transcripts upon request to Chamber heads for their employees. e. Provider shall respond to all Contact Me referrals (potential visitor request for a tourist information operator to contact them entered via the website when Chat services are not available) and call or email potential visitors to fulfill their request for destination information, 8:00 a.m. – 5:30 p.m., Monday through Friday; excluded holidays and other business closures permitted in this Scope of Services. County shall provide Contact Me feature via the Chat Live software on the TDC website to send call and/or email requests directly to the Chambers of Commerce. f. Provider shall give the TDC official website address www.fla-keys.com as the first response for destination web site information; and shall introduce the official TDC website to all caller and e-mail inquiries as a source for further information on the destination. This provision shall not preclude Provider from introducing its own web site as a secondary source of information. g. Provider shall respond to all telephone and Internet inquiries for the benefit of Monroe County as a whole and not for the benefit of Provider or its members. Provider shall not discriminate between chamber and non-chamber members in its responses where generic/district materials are provided by the TDC to Provider. h. Provider may make referrals to lodging accommodations; however, it shall do so in a manner that provides fair and equitable distribution of referrals to all entities in Provider’s district, matching the inquirer’s criteria, which collect and remit to the County the tourist development tax, with no preferential treatment for any entity having a business relationship with the Provider. Further, Provider shall have and maintain the following: (i) a binding agreement to hold harmless and indemnify the County from any claims of liability, loses and causes of action which may arise out of or as a result of the referrals; Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

2

(ii)

general liability insurance with a minimum of $1 million coverage which includes Monroe County as a named insured; and

i.

All visitor-related collateral requests shall be entered into the TDC VIS system on a daily basis by Provider to be accessed by the TDC. Provider may produce collateral material for its district and provide mail fulfillment of said material internally or by subcontract. This provision shall not preclude the Provider from downloading visitor data entered by Provider into the TDC VIS system to create or maintain visitor mailing lists.

j.

Provider is prohibited from distributing visitor name and address information recorded from visitor collateral requests to third parties without the express verbal or written consent of the visitors. Provider shall at all times comply with the Telecommunications Act, relevant Postal Regulations or other regulations regarding third party mail distribution. The TDC VIS software program will provide a recording mechanism which Provider may use to designate visitors who have affirmatively indicated a desire to receive collateral material from a third party. The Provider shall have and maintain a binding agreement to hold harmless and indemnify the County from any claims of liability, identity theft, bodily harm, loss of life, invasion of privacy, theft identity, and all other losses and causes of action which may arise out of or as a result of the distribution of visitor information by the Provider to a third party.

k. The provider shall provide live telephone and Internet service, the minimum of which shall be as follows: 8:00 a.m. to 5:30 p.m. Monday through Friday, 9:00 a.m. to 5:30 p.m. Saturday and Sunday. The Provider may be closed on Thanksgiving, Christmas Eve afternoon, Christmas Day, New Year’s Day, President’s Day, Memorial Day, Easter Sunday, Fourth of July and Labor Day. Sub-contracted live operator(s), voicemail, answering machine or similar procedures will be provided to capture required information during off hour operation. l.

The Provider shall provide Visitor Information Services to visitors walking into the facility during the regular working hours of 8:30 a.m. to 5:30 pm. Monday through Friday, 9:00 a.m. to 5:30 p.m. Saturday and Sunday. The Provider will be closed on Thanksgiving, Christmas Eve afternoon, Christmas Day, New Year’s Day, President’s Day, Memorial Day, Easter Sunday, Fourth of July and Labor Day.

m. Provider may cease fulfillment of service minimum as outlined in items k and l in this agreement following an official ordered evacuation of Monroe County residents in its district without penalty or loss of compensation by the County. Further, in the event of a tropical storm warning or hurricane warning to Monroe County, Provider may at its discretion adjust its hours of operation to ensure the safety of its staff, and facility, without penalty or loss of compensation by the County. In the event of closure due to weather events as outlined above, Provider shall not be required to resume contractual service minimum until such a time as:

Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

3

i. tropical storm and/or hurricane warnings for its district have been lifted ii. resident evacuation orders for its district have been lifted iii. Provider has determined its facility has adequate resources (such as power) and is by its determination sufficiently safe to resume its operations. Providers who are able to remain operational when weather events force closure of other providers shall upon request service calls re-routed by the TDC. n. The Provider shall provide fast Internet access to the TDC web site, TDC VIS software and Chat Live web applications for all staff members fulfilling Visitor Information Service program requirements as outlined in this agreement. The Provider shall be responsible for the provision and proper maintenance of computer equipment and Internet connections utilized by the staff members to access the Internet in fulfillment of Visitor Information Services requirements. The TDC shall be responsible for the provision and proper maintenance of the VIS software. o. The Visitor Information Service program is subject to review and periodic change by the Monroe County Tourist Development Council. Any significant change resulting in additional costs and/or time in the scope of services, requires the written and signed consent of both parties as an amendment to this Agreement. p. The toll-free number telephone lines for which the tourist development tax pays, shall be used only for tourism-related business purposes; including fulfillment of Call Me requests. q. County shall provide the toll-free number phone lines and routing services to handle the service required by this Agreement. r. County shall provide a link and e-mail forwarding from the TDC website directly to the Provider’s website. s. Provider shall distribute to all Chambers of Commerce in Monroe County, and to the TDC, at a mutually agreed upon time and frequency, a list of the most frequently asked questions by visitors about its district, and the recommended tourism operator responses. The TDC may also furnish to the Provider a list of visitors’ frequent generic destination questions and the recommended tourism operator responses. (See EXHIBIT B) Provider shall disseminate the information to staff for training purposes. 3. COMPENSATION: Compensation shall be paid, subject to availability of Tourist Development Tax Funds and approval as follows: a. The County shall pay to the Provider for services rendered the amount of $333,760 (Three hundred and thirty three thousand, seven hundred and sixty dollars and thirty five cents) per year. Amount shall be paid in eleven (11) monthly payments of $27,813.36 (Twenty seven thousand, eight hundred and

Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

4

thirteen dollars and thirty six cents), and one (1) payment of $27,813.39 (Twenty seven thousand, eight hundred and thirteen dollars and thirty nine cents) per year pursuant to the Florida Local Government Prompt Payment Act upon receipt of a proper invoice. The payment shall occur after TDC’s administrative office verifies and certifies that the requirements and data as set forth within the agreement entered into by and between Provider and the County have been fully performed. Payment under this agreement is contingent upon annual appropriation by the County. b. If the option to extend the agreement for an additional two years is exercised by the parties, the annual agreement amount shall be increased by 5% to $350,448 per year. c. Periodic monitoring efforts shall be conducted by the TDC for the purposes of system review and compliance of agreement requirements. Monroe County’s performance and obligation to pay under this agreement, is contingent upon an annual appropriation by the BOCC. 4. INDEMNIFICATION: Provider covenants and agrees to indemnify and hold harmless Monroe County Board of County Commissioners from any and all claims for bodily injury (including death), personal injury, and property damage (including property owned by Monroe County) and any other losses, damages, and expenses (including attorney’s fees) which arise out of, in connection with, or by reason of services provided or not provided by Provider or any of its Subcontractor(s) in any tier, occasioned by the negligence, errors, or other wrongful act of omission of the Provider or its Subcontractors in any tier, their employees, or agents. In the event that the service is delayed or suspended as a result of the Provider’s failure to purchase or maintain the required insurance, the Provider shall indemnify the County from any and all increased expenses or lost revenue resulting from such delay. The first ten dollars ($10.00) of remuneration paid to the Provider is for the indemnification provided for above. The extent of liability is in no way limited to, reduced, or lessened by the insurance requirements contained elsewhere within this agreement. The provisions of this section shall survive the expiration or earlier termination of this agreement. 5. APPROVAL AND CHANGES: The TDC shall have the sole and exclusive right to approve or reject changes to the software program, format of questions required to be asked of callers, and other program requirements of the Visitor Information System, in which case the TDC’s directions shall be immediately implemented. Periodic monitoring efforts shall be conducted by the TDC for the purposes of system review with feedback to Provider to encourage improvement in the quality of service in conjunction with modifications to established standards and training tools made available by TDC to the Provider. 6.

RECORDS - ACCESS AND AUDITS: Separate and apart from the

Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

5

Provider’s normal business records, the Provider shall maintain books, records and documents concerning the contracted services. As used herein, the term “records” includes electronic data. These records shall be maintained in compliance with generally accepted accounting principles and such records must remain available for at least five (5) years after completion of this agreement. The Provider shall provide TDC/BOCC access to any of the books, records or documents concerning the contracted services during regular business hours, upon reasonable notice. In the event such inspection by TDC/BOCC reveals a substantial failure on the part of the Provider to carry out the contracted services, the TDC/BOCC shall make a written demand upon the Provider to repay a reasonable amount of the funds received by the Provider for the unfulfilled contracted services. The TDC/BOCC and Provider agree to attempt to resolve such exceptions/repayments in good faith. In addition, these records are subject to disclosure pursuant to Chapter 119 of the Florida Statutes and the TCD/COUNTY shall have the right to unilaterally cancel this Agreement upon violation of this provision by Provider. Pursuant to F.S. 119.0701, Provider and its subcontractors shall comply with all public records laws of the State of Florida, including but not limited to: (a) Keep and maintain public records that ordinarily and necessarily would be required by Monroe County in order to perform the service. (b) Provide the public with access to public records on the terms and conditions that Monroe County would provide the records and at a cost that does not exceed the cost provided in Florida Statutes, Chapter 119 or as otherwise provided by law. (c) Ensure that public records that are exempt or confidential and exempt from public records disclosure requirements are not disclosed except as authorized by law. (d) Meet all requirements for retaining public records and transfer, at no cost, to Monroe County all public records in possession of the contractor upon termination of the agreement and destroy any duplicate public records that are exempt or confidential and exempt from public records disclosure requirements. All records stored electronically must be provided to Monroe County in a format that is compatible with the information technology systems of Monroe County. 7. TERMINATION: Either party shall have the right to cancel this Agreement at its sole discretion with or without cause upon one hundred and twenty (120) days prior written notice to the other party. Upon any termination including the natural termination of this Agreement, Provider shall deliver to the County all papers, software, equipment and other material related to the work performed under this agreement. 8. DISCLOSURE OF INTERESTS: The Provider agrees that it has provided to the County prior to the execution of this Agreement written disclosure of any existing financial interest in the business of its suppliers or Provider’s subcontractor’s utilized in fulfillment of this Agreement, and shall disclose said interests as they may arise from time to time. The Provider shall be required to list any or all potential conflicts of

Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

6

interest, as defined by Florida Statutes Chapter 112 and Monroe County Code, and shall disclose to the County and TDC all actual or proposed conflicts of interest, financial or otherwise, direct or indirect, involving any client’s interest which may conflict with the interest of the County and TDC. 9. LAWS AND REGULATIONS: Provider shall comply fully with all Local, State and Federal laws and regulations, including state and local licensing laws and ordinances. 10. TAXES: The County and TDC are exempt from Federal Excise and State of Florida Sales and use Taxes. The County is not responsible for any taxes incurred by Provider. 11. FINANCE CHARGES: The County and TDC will not be responsible for any finance charges. 12. FORCE MAJEURE: Provider shall not be liable for delay in performance or failure to perform, in whole or in part, the services due to the occurrence of any contingency beyond its control or the control of any of its subcontractors or suppliers, including labor dispute, strike, labor shortage, war or act of war, whether an actual declaration thereof is made or not, insurrection, sabotage, riot or civil commotion, act of public enemy, epidemic, quarantine restriction, accident, fire, explosion, storm, flood, drought or other act of God, act of any governmental authority, jurisdictional action, or insufficient supply of fuel, electricity, or materials or supplies, or technical failure where Provider has exercised reasonable care in the prevention thereof, and any such delay or failure shall not constitute a breach of this Agreement. 13. ASSIGNMENT: The Provider shall not assign, transfer, convey, sublet or otherwise dispose of this agreement, or of any or all of its rights, title or interest therein or information generated or collected in the performance of this agreement (other than responses to public information requests from any person or entity whether in or out of state), without prior written consent of the County and TDC. 14. COMPLIANCE WITH LAWS-NONDISCRIMINATION: The Provider shall comply with all international, federal, state and local laws and ordinances applicable to the work or payment for work thereof, and shall not discriminate on the grounds of race, color, religion, sex, age, gender orientation, or national origin in the performance of work under this Agreement. This Agreement shall be subject to all international, federal, state, and local laws and ordinances concerning discrimination. 15. INSURANCE: The Provider shall maintain the following required insurance throughout the entire term of this agreement and any extensions. Failure to comply with this provision may result in the immediate suspension of all work until the required insurance has been reinstated or replaced. Delays in the completion of work resulting from the failure of the Provider to maintain the required insurance shall not extend any deadlines specified in this agreement and any penalties and failure to Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

7

perform assessments shall be imposed as if the work had not been suspended, except for Provider’s failure to maintain the required insurance. The Provider shall provide, to the County, as satisfactory evidence of the required insurance, either: * Certificate of Insurance or * A Certified copy of the actual insurance policy The County, at its sole option, has the right to request a certified copy of any or all insurance policies required by this agreement. All Insurance policies must specify that they are not subject to cancellation, nonrenewal, material change, or reduction in coverage unless a minimum of thirty (30) days prior notification is given to the County by the insurer. The acceptance and/or approval of the Provider’s insurance shall not be construed as relieving the Provider from any liability or obligation assumed under this agreement or imposed by law. The Monroe County Board of County Commissioners, its employees and officials will be included as “Additional Insured” on all policies, except for Workers’ Compensation. Any deviations from these General Insurance Requirements must be requested in writing from the County. Such requests shall be prepared from the County’s form entitled “Request for Waiver of Insurance Requirements” and approved by Monroe County Risk Management. A. Prior to the commencement of work governed by this agreement the Provider shall obtain Workers’ Compensation Insurance with limits sufficient to respond to Florida Statute 440. In addition, the Provider shall obtain Employers’ Liability Insurance with limits of not less than: $100,000 Bodily Injury by Accident $500,000 Bodily Injury by Disease, policy limits $100,000 Bodily Injury by Disease, each employee Coverage shall be maintained throughout the entire term of the agreement. Coverage shall be provided by a company or companies authorized to transact business in the state of Florida and the company or companies must maintain a minimum rating of A-V1, as assigned by the A.M. Best Company. B. Prior to the commencement of work governed by this agreement, the Provider shall obtain General Liability Insurance. Coverage shall be maintained throughout the life of the agreement and include, as a minimum: • Premises Operations and Contents • Products and Completed Operations • Blanket Contractual Liability • Personal Injury Liability • Expanded Definition of Property Damage The minimum limits acceptable shall be: $1,000,000 Combined Single Limit (CSL) If split limits are provided, the minimum limits acceptable shall be: Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

8

$ 500,000 per person $1,000,000 per Occurrence $ 100,000 Property Damage An Occurrence Form policy is preferred. If coverage is provided on a Claims Made policy, its provisions should include coverage for claims filed on or after the effective date of this agreement. In addition, the period for which claims may be reported should extend for a minimum of twelve (12) months following the acceptance of work by the County. The Monroe County Board of County Commissioners shall be named as Additional Insured on all policies issued to satisfy the above requirements. 16. GOVERNING LAW/VENUE: This Agreement shall be governed by and construed in accordance with the laws of the State of Florida applicable to agreements made and to be performed entirely in the State. In the event that any cause of action or administrative proceeding is instituted for the enforcement or interpretation of the agreement, the County and Provider agree that venue shall lie in the appropriate court or before the appropriate administrative body in Monroe County, Florida. This Agreement shall not be subject to arbitration. The County and Provider agree that, in the event of conflicting interpretation of the terms or a term of this Agreement by or between any of them the issue shall be submitted to mediation prior to the institution of any other administrative or legal proceedings. 17. ENTIRE AGREEMENT: This writing embodies the entire Agreement and understanding between the parties hereto, and there are not other agreements and understandings, oral or written, with reference to the subject matter hereof that are not merged herein and superseded. In order to be effective, any amendment to this Agreement shall be in writing, approved by the Board of County Commissioners of Monroe County, and executed by both parties. 18. PROPERTY RIGHTS: The County shall own all equipment and materials supplied by them for the Visitor Information Services program including software and databases. For the purposes of the public records act, all data entered into the Monroe County Tourist Development Council’s computer network system shall be County material. 19. SEVERABILITY: If any provisions of this Agreement shall be held by a Court of competent jurisdiction to be invalid or unenforceable, the remainder of this agreement, or the application of such provision other than those as to which it is invalid or unenforceable, shall not be affected thereby; and each provision of this Agreement shall be valid and enforceable to the fullest extent permitted by law.

Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

9

20. NOTICE: Any notice required or permitted under this Agreement shall be in writing and hand delivered or mailed, postage prepaid, to the other party by certified mail, returned receipt requested, to the following: FOR COUNTY Executive Director, TDC 1201 White Street, Suite 102 Key West, FL 33040

AND

Monroe County Attorney PO Box 1026 Key West, FL 33041

FOR PROVIDER President Key West Chamber of Commerce 510 Greene Street, 1st Floor Key West, FL 33040 21. AUTHORITY: Each of the signatories for the Provider below certifies and warrants that: a) The Provider’s name in the Agreement is the full name as designated in its corporate charter. b) They are empowered to act and contract for the Provider. c) This Agreement has been approved by the Provider’s Board of Directors. 22. ETHICS CLAUSE: Provider warrants that it has not employed, retained or otherwise had act on its behalf any former County officer or employee in violation of Section 2 of Ordinance No. 10-1990 or any County officer or employee in violation of Section 3 of Ordinance No. 10-1990. For breach or violation of the provision the County may, at its discretion terminate this agreement without liability and may also, at its discretion, deduct from the agreement or purchase price, or otherwise recover, the full amount of any fee, commission, percentage, gift, or consideration paid to the former or present County officer or employee. 23. PUBLIC ENTITY CRIME STATEMENT: A person or affiliate who has been placed on the convicted vendor list following a conviction for public entity crime may not submit a bid on a contract to provide any goods or services to a public entity, may not submit a bid on a contract with a public entity for the construction or repair of a public building or public work, may not submit bids on leases of real property to public entity, may not be awarded or perform work as a contractor, supplier, subcontractor, or consultant under a contract with any public entity, and may not transact business with any public entity in excess of the threshold amount provided in section 287.017, Florida statutes for CATEGORY TWO for a period of 36 months from the date of being placed on the convicted vendor list. By execution of this document, Provider states that it is not disqualified by the statement above. 24. NON-WAIVER OF IMMUNITY: Notwithstanding the provisions of Sec. 768.28, Florida Statutes, the participation of the Provider and the TDC/BOCC in this Agreement and the acquisition of any commercial liability insurance coverage, selfinsurance coverage, or local government liability insurance pool coverage shall not be Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

10

deemed a waiver of immunity to the extent of liability coverage, nor shall any contract entered into by the COUNTY be required to contain any provision for waiver. 25. SECTION HEADINGS: Section headings have been inserted in this Agreement as a matter of convenience of reference only, and it is agreed that such section headings are not a part of this Agreement and will not be used in the interpretation of any provision of this Agreement. 26. BINDING EFFECT: The terms, covenants, conditions, and provisions of this Agreement shall bind and inure to the benefit of the TDC/BOCC and Provider and their respective legal representatives, successors, and assigns. 27. COOPERATION: In the event any administrative or legal proceeding is instituted against either party relating to the formation, execution, performance, or breach of this Agreement, TDC/BOCC and Provider agree to participate, to the extent required by the other party, in all proceedings, hearings, processes, meetings, and other activities related to the substance of this Agreement or provision of the services under this Agreement. TDC/BOCC and Provider specifically agree that no party to this Agreement shall be required to enter into any arbitration proceedings related to this Agreement. 28. COVENANT OF NO INTEREST: Provider and TDC/BOCC covenant that neither presently has any interest, and shall not acquire any interest, which would conflict in any manner or degree with its performance under this Agreement, and that only interest of each is to perform and receive benefits as recited in this Agreement. 29. CODE OF ETHICS: TDC/BOCC agrees that officers and employees of the TDC/BOCC recognize and will be required to comply with the standards of conduct for public officers and employees as delineated in Section 112.313, Florida Statutes, regarding, but not limited to, solicitation or acceptance of gifts; doing business with one’s agency; unauthorized compensation; misuse of public position, conflicting employment or contractual relationship; and disclosure or use of certain information. 30. PRIVILEGES AND IMMUNITIES: All of the privileges and immunities from liability, exemptions from laws, ordinances, and rules and pensions and relief, disability, workers’ compensation, and other benefits which apply to the activity of officers, agents, or employees of any public agents or employees of the COUNTY, when performing their respective functions under this Agreement within the territorial limits of the COUNTY shall apply to the same degree and extent to the performance of such functions and duties of such officers, agents, volunteers, or employees outside the territorial limits of the COUNTY.

Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

11

IN WITNESS WHEREOF, the parties hereto have executed this agreement the day and year first above written (SEAL) Attest: Amy Heavilin, Clerk

Board of County Commissioners of Monroe County

Deputy Clerk (CORPORATE SEAL) Attest:

Mayor/Chairman The Greater Key West Chamber of Commerce, Inc.

By. Secretary

By

____________________________ Print Name

_____________________________ Print Name

President

AND TWO WITNESSES (1)__________________________

(2) _________________________

Print Name: __________________

Print Name: _________________

Date: ________________________

Date: ______________________

Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

12

Exhibit A Mail Fulfillment Required Data o o o o o o o

Name Business Name (if Travel Agent or Business Address) Street Address Zip Code City State or Province County (if non U.S.)

Visitor Information Survey o What kinds of activities are you interested in? a. Fishing Deep Sea b. Fishing Back Country c. Diving d. Snorkeling d. Marinas e. Sailing f. Boat Rentals g. Attractions h. Dining/Entertainment i. Weddings j. Real Estate/Relocation k. Coupon Book l. Guided/Nature Tours m. Water Sports n. Cultural Events/Theatre/Music o. Fishing Tournament p. Honeymoons q. Kids/Family/Vacations r. Weather o What kinds of accommodations are you interested in? a. Hotels/Motels b. B&Bs/Guesthouses c. Vacation Rentals d. Campground/R.V. Parks o Are you a travel agent or consumer? o What month are you planning to travel to the Florida Keys? o How are will you be traveling? a. Commercial Airline c. Automobile d. RV f. Cruise ship h. Undecided

b. d. e. g.

Private Plane Tour bus Private Boat Fly/Drive

o How long will you stay? o How many people will be in your travel party? Children under 17? o What number did you dial to reach us today? o Do you recall seeing any advertising for the Florida Keys and Key West in the past 3 months? Generic type and specific source. o Would you like a brochure? Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

13

Exhibit B Generic Destination Frequently Asked Visitor Questions & Appropriate Responses Q.1. A.1.

How long does it take to see the entire Florida Keys? About one to two weeks

Q.2. A.2.

How can I get to the Florida Keys? The Florida Keys are directly accessible by plane, via our two airports Marathon and Key West, car, bus, ferry and Cruise Ship. You can also travel to nearby destinations in Florida via train, plane, bus, etc. and continue on to the Keys through a rented car, shuttle service, ferry or bus.

Q.3. A.3.

Is their a web site where I can find more information on the Florida Keys? Yes, www.fla-keys.com.

Q.4.

How long does it take to get to the Keys? All times and distance are to Upper Keys. Add one hour to times for Middle Keys and two hours to times for Lower Keys. City, State Miles Kilometers Driving Time Miami, FL 50 80 1 hour Ft. Myers, FL 200 320 4 hours Tampa, FL 300 480 6 hours Orlando, FL 280 450 6 hours Gainesville, FL 380 610 8 hours Tallahassee, FL 530 850 10 hours Jacksonville, FL 490 780 10 hours Savannah, GA 530 850 11 hours Macon, GA 630 1,010 13 hours Charleston, SC 630 1,010 13 hours Atlanta, GA 700 1,120 14 hours Pensacola, FL 720 1,150 14 hours Montgomery, AL 740 1,200 15 hours Birmingham, AL 860 1,370 17 hours Charlotte, NC 884 1,400 18 hours New Orleans, LA 910 1,500 18 hours Louisville, KY 1,140 1,824 23 hours

A.4.

Q.5. A.5.

Do you know of any special deals or bargains? If you know of any special deals or bargains from accommodations please provide to the caller, else state: Special deals or bargains can generally be found in our off-season. Accommodations prices generally begin reducing during the early summer months and are lowest generally during the fall. However, special events or holidays can affect prices.

Q.6.

I’ve heard there is a hurricane/tropical storm headed for the Florida Keys, how can I get more information? You can visit the official Florida Keys and Key West website, www.fla-keys.com, for information such as any storm warnings affecting the Florida Keys, answers to frequently

A.6.

Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

14

asked questions about hurricanes and other tips for visitor safety. You can also tune into the Weather Channel for the Tropical update at 50 minutes past the hour. Q.7. A.7.

Do you have any Gay friendly accommodations? There are Gay friendly accommodations throughout the Florida Keys. You can visit the official Florida Keys and Key West website, www.fla-keys.com, to see which accommodations are self-designated as Gay friendly.

Q.8. Q.8.

What types of accommodations do you have? Provide caller with categories of accommodation types available in your area, such as Hotels, Motels, Bed and Breakfasts, Guest Houses, RV parks, Campgrounds. Also use descriptive terms of accommodations in your area where appropriate. For example, large chain hotels to Mom & Pop type hotels, quaint B&Bs and guest houses, waterfront RV parks & campgrounds, etc.

Q.9. Q.9.

What types of restaurants do you have? Highlight unique dining experiences of the Florida Keys and Key West, such as local seafood or conch-fusion cuisine, while also providing caller with some general restaurant types available in your area. Examples of restaurant types include: Fine dining, family style, pubs, diners, fast food, ethnic, seafood, vegetarian, cafeteria style, cafes, chain, fast food, etc. Also use descriptive terms for restaurants in your area were appropriate. For example, “We have many wonderful dining choices including restaurants specializing in our famous local cuisine which infuses Cuban, Bohemian and American specialties, fresh local seafood, fine-dining, family-style and casual restaurants.”

In addition, Operators should be able to provide information appropriate to their area for the following questions: Q.10. Q.11. Q.12. Q.13. Q.14.

Is there any nightlife available? What type of family activities are there? Where can I (snorkel, dive, fish, swim, sail, visit the reef)? Do you have any special events going on? Are there any pet friendly accommodations?

Key West Chamber of Commerce Visitor Information Services – FY 2017 ID#: 1673

15

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

O.1.c.

March 22, 2016 DISTRICT: I

AGENDA ITEM WORDING:

Consideration and Action re: Extension to Agreement with City of Key West for the Truman Waterfront Park Amphitheater and Public Parking Project (DAC I Approved 3/2/16)

ITEM BACKGROUND:

The District I Advisory Committee at their meeting of March 2, 2016 moved to approve the request from the City of Key West to extend the agreement for the Truman Waterfront Park Amphitheater and Public Parking Project in an amount of $2,000,000 to September 30, 2017(original agreement expires on 9/30/16). The motion passed unanimously. Attached is a copy of their request and the required amendment. Upon approval by the TDC, this item will be placed on the April 20, 2016 BOCC Agenda for final approval

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: Approval

TOTAL COST:

No cost involved to amend this agreement

ALLOCATED FROM:

FY 2016 DAC I Capital Resources

REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

AMENDMENT (1st AMENDMENT) TO AGREEMENT

THIS AMENDMENT to agreement dated the day of 2016, is entered into by and between the Board of County Commissioners for Monroe County, on behalf of the Tourist Development Council, and The City of Key West a Government agency organized and operating under the laws of the state of Florida (Grantee). WHEREAS, there was an agreement entered into on October 16, 2013 between the parties, awarding $2,000,000 to Grantee for the Truman Waterfront Park Amphitheater and Public Parking Project; and WHEREAS, it has become necessary to revise the termination date of the agreement to September 30, 2017 to allow completion of the project due to unforeseen delays , and NOW, THEREFORE, in consideration of the mutual covenants contained herein the parties agree to the amended agreement as follows: 1. Paragraph 1 of the agreement shall be revised to read as follows: This agreement is for the period of October 16, 2013 through to September 30, 2017. This agreement shall remain in effect for the stated period unless one party gives to the other written notification of termination pursuant to and in compliance with paragraphs 7, 12 or 13 of the original agreement dated October 17, 2014. 2. 30, 2017.

Any references to the date of September 30, 2016 shall be revised to read September

3. The remaining provisions of the agreement dated October 16, 2013 shall remain in full force and effect. REMAINDER OF THIS PAGE IS INTENTIONALLY LEFT BLANK

Amendment #1 City Of Key West – Truman Waterfront Park Amphitheater and Public Parking ID# 1212

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

O.2.a.

March 22, 2016 DISTRICT: II

AGENDA ITEM WORDING:

DAC II January 12, 2016 Regular Meeting Minutes - FYI

ITEM BACKGROUND: Attached

Minutes of the District II Advisory Committee meeting are provided as an FYI. TDC does not approve the minutes.

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

District II Advisory Committee Meeting

D.1.

The January 12, 2016 District II Advisory Committee of the Monroe County Tourist Development Council was called to order by Chairperson Kevin Freestone at 6:00 p.m. at the Lower Keys Chamber of Commerce, Big Pine Key. DAC Members Present Were: Mr. Stephen Estes, Mr. Henry Hamilton, Ms. Cheryl McClendon, Mr. Bobby Mongelli, Ms. Penny Underwood and (one tourist vacancy) DAC Member Absent Were: Ms. Charlotte Palmer (2nd absence in Fiscal Year) and Mr. John Pozzi (1st absence in Fiscal Yerr) Agencies Present Were: Mr. John Underwood and Mr. Eric Gitlin – Tinsley Advertising, Ms. Julie Botteri – Web Editor, NewmanPR, Ms. Carol Shaughnessy - Newman PR, Mr. Clinton Barras Floridakeys.com Administrative Staff Present Were: Mr. Harold Wheeler, Ms. Maxine Pacini and Ms. Ammie Machan

December 1, 2015 Regular Meeting Minutes November 3, 2015 TDC Meeting Minutes – FYI FY 2016 Budget Four Penny Revenue Report Monthly Report from NewmanPR – FYI Advertising Recap – FYI Smith Travel Research Report – FYI Vacation Rental Occupancy & Rate Report – FYI Visitor Information Services Report – FYI

FY

D.1. D.2. E.1. E.2. F.1. G.1. H.1. H.2. I.1.

I

Additions to and Approval of the Agenda: Mr. Estes moved approval of the agenda with the following bulk items:

L.1.

Operations Manual Update – FYI

Mr. Hamilton seconded. Motion passed unanimously.

Consideration and Action re: Media Spend February - April: Mr. Gitlin presented the proposed additional media spend with would utilize $40,000 DAC II Advertising Resources. The proposal would include both digital and local spot television ads to run from February through April 2016. Mr. Hamilton asked if it would be better to utilize the funds to advertise later in the summer when bookings are lower. Mr. Underwood responded that he felt the funds would best be spent as proposed to protect the season. Mr. Hamilton moved approval of the February – April media spend in an amount of $40,000 DAC II Advertising Resources. Mr. Estes seconded. Motion passed unanimously. Tourism Impact Infographic: Mr. Wheeler gave an overview of the recently produced Infographic explaining the importance and impact of tourism in the Keys. FloridaKeys.com Report and District Google Analytics: Mr. Clinton Barras summarized the information provided by the FloriaKeys.com and District Google Analytic reports. Information provided in the reports include the total number of sessions, or number of people who visited the website, the number of pages viewed, the average sessions and page views per day and the average length of a session, or the average amount of time a person spends on the website. The reports also show a

District II Advisory Committee Meeting January 12, 2016 Page 2

district breakdown of visits to the accommodations search and webcam sections. Social media activities for Facebook, Twitter, Instragram, Pintrest, Google+ are also included in the report. Update re: December 15, 2015 TDC Meeting: Mr. Wheeler gave an update on the business that took place at the December 15, 2015 TDC Meeting. Ms. Shaughnessy spoke on agencies recent “Become a Florida Keys Chef” blogger event held in Toronto, which was presented at the TDC meeting.

FY

I

There being no further business the meeting was adjourned at 6:55 p.m.

Agenda Item #

O.2.b.

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT: II

AGENDA ITEM WORDING:

Consideration and Action re: Agreement with Lower Keys Chamber of Commerce, Inc. to Provide Visitor Information Services

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: Approval

TOTAL COST:

$95,760.00 per year

ALLOCATED FROM:

District II

REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

DATE:

March 11, 2016

To:

Tourist Development Council

FROM:

Harold Wheeler, TDC Director

RE:

Consideration and Action re: Agreement with Lowe Keys Chamber of Commerce, Inc. to Provide Visitor Information Services

Our agreement with The Lower Keys Chamber of Commerce, Inc. to provide Visitor Information Services (VIS) to answer potential visitor inquires and to promote tourism expires September 30, 2016. The current agreement provides these services for an amount not to exceed $95,760 per year. The TDC staff met with the Chamber and exchanged needed VIS scope of service information by email, to provide the appropriate services provided by staff. The District II Advisory Committee at their meeting of March 1, 2016 reviewed the scope of services, and approved them as presented. The DAC agreed to a three (3) year agreement with an option to extend for an additional two (2) year period. The DAC approved the compensation of $95,760 per year for the first three (3) years. If the agreement is extended for two (2) additional years, there will be a five percent (5%) increase in compensation, and the compensation shall be $100,548 per year. A copy of the complete agreement is attached for your approval. This agreement has been approved by the County Attorney’s office and signed by the Lower Keys Chamber of Commerce. If approved by the TDC, the agreement will be placed on the April BOCC Agenda for final approval.

LOWER KEYS VISITOR INFORMATION SERVICES AGREEMENT THIS AGREEMENT (“Agreement”) is entered into this day of , 2016, by and between Monroe County, Florida, a political subdivision of the state of Florida (“County”), and the Lower Keys Chamber of Commerce, Inc., a Florida non-profit corporation (“Provider”). WITNESSETH: WHEREAS, Provider is uniquely qualified to provide Visitor Information Services (“VIS”) to answer potential visitor inquiries and to promote tourism; and WHEREAS, Provider has been furnishing Visitor Information Services to County for thirteen years; and WHEREAS, County and Provider currently have a contractual arrangement for services through September 30, 2016; and WHEREAS, the Tourist Development Council (“TDC”), an advisory board to County’s Board of County Commissioners (“BOCC”) has recommended to County that a new agreement for Visitor Information Services be entered into with Provider; and WHEREAS, County desires to enter into this Agreement for Visitor Information Services with Provider; NOW THEREFORE, in consideration of the mutual covenants contained herein, the parties agree as follows: 1. TERM: The term of this Agreement is for a period of three years beginning October 1, 2016 and expiring on September 30, 2019. The Agreement may be extended for an additional term of two years by agreement of the parties with a 5 percent (5%) increase in compensation, as further outlined below. 2. SCOPE OF SERVICES: The Provider shall, pursuant to this Agreement, provide Visitor Information Services as described herein: a. The Provider shall respond to all telephone inquiries from generic and district toll free number(s), and from the Chamber’s (305) line(s) with information about the Florida Keys and any specified district destination within the Keys. b. The Provider shall retrieve and record all information from callers or e-mail inquiries resulting in mail fulfillment required by the VIS software program provided by the County, which includes the name, address and zip code of the caller. The Provider shall request that all callers complete the TDC Visitor Inquiry Survey. Provider shall verbally survey consenting callers on a list of questions provided by the TDC, and shall record the visitor responses in the VIS software, according to Exhibit A attached Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

1

hereto. The TDC may request that Provider refer e-mail inquiries to a web survey in its return correspondence via web link provided by the TDC. c. Provider shall respond to all e-mail (Internet) inquiries for fulfillment requests and interact with potential visitors requests for destination information. d. Provider shall respond to all Live Chat (internet) requests and chat live with potential visitors to fulfill their requests for destination information, 9:00 a.m. – 5:00 p.m., Monday through Friday; excluded holidays and other business closures permitted in this Scope of Services. County shall provide Live Chat software on the TDC website to send chat inquiries directly to the Chambers of Commerce. County shall serve as administrator of Live Chat software; including, but not limited to setting up Chamber Operator user accounts, generating reports of chat volumes by Chamber, and providing chat transcripts upon request to Chamber heads for their employees. e. Provider shall respond to all Contact Me referrals (potential visitor request for a tourist information operator to contact them entered via the website when Chat services are not available) and call or email potential visitors to fulfill their request for destination information, 9:00 a.m. – 5:00 p.m., Monday through Friday; excluded holidays and other business closures permitted in this Scope of Services. County shall provide Contact Me feature via the Chat Live software on the TDC website to send call and/or email requests directly to the Chambers of Commerce. f. Provider shall give the TDC official website address www.fla-keys.com as the first response for destination web site information, and shall introduce the official TDC website to all caller and e-mail inquiries as a source for further information on the destination. This provision shall not preclude Provider from introducing its own web site as a secondary source of information. g. Provider shall respond to all telephone and Internet inquiries for the benefit of Monroe County as a whole and not for the benefit of Provider or its members. Provider shall not discriminate between chamber and non-chamber members in its responses where generic/district materials are provided by the TDC to Provider. h. Provider may make referrals to lodging accommodations; however, it shall do so in a manner that provides fair and equitable distribution of referrals to all entities in Provider’s district, matching the inquirer’s criteria, which collect and remit to the County the tourist development tax, with no preferential treatment for any entity having a business relationship with the Provider. Further, such referral service system shall require the referral service Provider, shall have and maintain the following: (i) a binding agreement to hold harmless and indemnify the County from any claims of liability, loses and causes of action which may arise out of or as a result of the referrals; (ii) general liability insurance with a minimum of $1 million coverage which includes Monroe County as a named insured; and Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

2

i.

All visitor-related collateral requests shall be entered into the TDC VIS system on a daily basis by Provider to be accessed by the TDC. Provider may produce collateral material for its district and provide mail fulfillment of said material internally or by subcontract. This provision shall not preclude the Provider from downloading visitor data entered by Provider into the TDC VIS system to create or maintain visitor mailing lists.

j.

Provider is prohibited from distributing visitor name and address information recorded from visitor collateral requests to third parties without the express verbal or written consent of the visitors. Provider shall at all times comply with the Telecommunications Act, relevant Postal Regulations or other regulations regarding third party mail distribution. The TDC VIS software program will provide a recording mechanism which Provider may use to designate visitors who have affirmatively indicated a desire to receive collateral material from a third party. The Provider shall have and maintain a binding agreement to hold harmless and indemnify the County from any claims of liability, identity theft, bodily harm, loss of life, invasion of privacy, theft identity, and all other losses and causes of action which may arise out of or as a result of the distribution of visitor information by the Provider to a third party.

k. The provider shall provide live telephone and Internet service, the minimum of which shall be as follows: 9:00 a.m. to 5:00 p.m. Monday through Friday, 9:00 a.m. to 3:00 p.m. on Saturday, closed Sunday. The Provider may be closed on Thanksgiving, Christmas Eve, Christmas Day, New Year’s Day, Memorial Day, Easter Sunday, Fourth of July and Labor Day. Sub-contracted live operator(s), voicemail, answering machine or similar procedures will be provided to capture required information during off hour operation. l.

The Provider shall provide Visitor Information Services to visitors walking into the facility during the regular working hours of 9:00 a.m. to 5:00 p.m. Monday through Friday, 9:00 a.m. to 3:00 p.m. on Saturday, closed Sunday. The Provider will be closed on Thanksgiving, Christmas Eve, Christmas Day, New Year’s Day, Memorial Day, Easter Sunday, Fourth of July and Labor Day.

m. Provider may cease fulfillment of service minimum as outlined in items k and l in this agreement following an official ordered evacuation of Monroe County residents in its district without penalty or loss of compensation by the County. Further, in the event of a tropical storm warning or hurricane warning to Monroe County, Provider may at its discretion adjust its hours of operation to ensure the safety of its staff and facility without penalty or loss of compensation by the County. In the event of closure due to weather events as outlined above, Provider shall not be required to resume contractual service minimum until such a time as: i. tropical storm and/or hurricane warnings for its district have been lifted ii. resident evacuation orders for its district have been lifted iii. Provider has determined its facility has adequate resources (such as power) and is by its determination sufficiently safe to resume its operations. Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

3

Providers who are able to remain operational when weather events force closure of other providers shall upon request service calls re-routed by the TDC. n. The Provider shall provide fast Internet access to the TDC web site TDC VIS software and Chat Live web applications for all staff members fulfilling Visitor Information Service program requirements as outlined in this agreement. The Provider shall be responsible for the provision and proper maintenance of computer equipment and Internet connections utilized by the staff members to access the Internet in fulfillment of Visitor Information Services requirements. The TDC shall be responsible for the provision and proper maintenance of the VIS software. o. The Visitor Information Service program is subject to review and periodic change by the Monroe County Tourist Development Council. Any significant change resulting in additional costs and/or time in the scope of services, requires the written and signed consent of both parties as an amendment to this Agreement. p. The toll-free number telephone lines for which the tourist development tax pays, shall be used only for tourism-related business purposes, including fulfillment of Call Me requests. q. County shall provide the toll-free number phone lines and routing services to handle the service required by this Agreement. r. County shall provide a link and e-mail forwarding from the TDC website directly to the Provider’s website. s. Provider shall distribute to all Chambers of Commerce in Monroe County, and to the TDC, at a mutually agreed upon time and frequency, a list of the most frequently asked questions by visitors about its district, and the recommended tourism operator responses. The TDC may also furnish to the Provider a list of visitors’ frequent generic destination questions and the recommended tourism operator responses. (See EXHIBIT B) Provider shall disseminate the information to staff for training purposes. 3. COMPENSATION: Compensation shall be paid, subject to availability of Tourist Development Tax Funds and approval as follows: a. The County shall pay to the Provider for services rendered the amount of $95,760 (Ninety five thousand, seven hundred and sixty dollars) per year. Amount shall be paid in twelve (12) monthly payments of $7,980 (Seven thousand, nine hundred and eighty dollars) per year pursuant to the Florida Local Government Prompt Payment Act upon receipt of a proper invoice. The payment shall occur after TDC’s administrative office verifies and certifies that the requirements and data as set forth within the agreement entered into by and between Provider and the County have been fully performed. Payment under this agreement is contingent upon annual appropriation by the County. Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

4

b. If the option to extend the agreement for an additional two years is exercised by the parties, the annual agreement amount shall be increased by 5% to $100,548 per year. c. Periodic monitoring efforts shall be conducted by the TDC for the purposes of system review and compliance of agreement requirements. Monroe County’s performance and obligation to pay under this agreement, is contingent upon an annual appropriation by the BOCC. 4. INDEMNIFICATION: Provider covenants and agrees to indemnify and hold harmless Monroe County Board of County Commissioners from any and all claims for bodily injury (including death), personal injury, and property damage (including property owned by Monroe County) and any other losses, damages, and expenses (including attorney’s fees) which arise out of, in connection with, or by reason of services provided or not provided by Provider or any of its Subcontractor(s) in any tier, occasioned by the negligence, errors, or other wrongful act of omission of the Provider or its Subcontractors in any tier, their employees, or agents. In the event that the service is delayed or suspended as a result of the Provider’s failure to purchase or maintain the required insurance, the Provider shall indemnify the County from any and all increased expenses or lost revenue resulting from such delay. The first ten dollars ($10.00) of remuneration paid to the Provider is for the indemnification provided for above. The extent of liability is in no way limited to, reduced, or lessened by the insurance requirements contained elsewhere within this agreement. The provisions of this section shall survive the expiration or earlier termination of this agreement. 5. APPROVAL AND CHANGES: The TDC shall have the sole and exclusive right to approve or reject changes to the software program, format of questions required to be asked of callers, and other program requirements of the Visitor Information System, in which case the TDC’s directions shall be immediately implemented. Periodic monitoring efforts shall be conducted by the TDC for the purposes of system review with feedback to Provider to encourage improvement in the quality of service in conjunction with modifications to established standards and training tools made available by TDC to the Provider. 6. RECORDS - ACCESS AND AUDITS: Separate and apart from the Provider’s normal business records, the Provider shall maintain books, records and documents concerning the contracted services. As used herein, the term “records” includes electronic data. These records shall be maintained in compliance with generally accepted accounting principles and such records must remain available for at least five (5) years after completion of this agreement. The Provider shall provide TDC/County access to any of the books, records or documents concerning the contracted services during regular business hours, upon reasonable notice. In the event such inspection by TDC/County reveals a substantial failure on the part of the Provider to carry out the contracted services, the TDC/County shall make a written demand upon the Provider to repay a reasonable amount of the funds received by the Provider for the unfulfilled contracted services. The TDC/County and Provider agree to attempt to resolve such exceptions/repayments in good faith. In addition, these records are subject to disclosure pursuant to Chapter 119 of the Florida Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

5

Statutes and the TCD/COUNTY shall have the right to unilaterally cancel this Agreement upon violation of this provision by Provider. Pursuant to F.S. 119.0701, Provider and its subcontractors shall comply with all public records laws of the State of Florida, including but not limited to: (a) Keep and maintain public records that ordinarily and necessarily would be required by Monroe County in order to perform the service. (b) Provide the public with access to public records on the terms and conditions that Monroe County would provide the records and at a cost that does not exceed the cost provided in Florida Statutes, Chapter 119 or as otherwise provided by law. (c) Ensure that public records that are exempt or confidential and exempt from public records disclosure requirements are not disclosed except as authorized by law. (d) Meet all requirements for retaining public records and transfer, at no cost, to Monroe County all public records in possession of the contractor upon termination of the agreement and destroy any duplicate public records that are exempt or confidential and exempt from public records disclosure requirements. All records stored electronically must be provided to Monroe County in a format that is compatible with the information technology systems of Monroe County. 7. TERMINATION: Either party shall have the right to cancel this Agreement at its sole discretion with or without cause upon one hundred and twenty (120) days prior written notice to the other party. Upon any termination including the natural termination of this Agreement, Provider shall deliver to the County all papers, software, equipment and other material related to the work performed under this agreement. 8. DISCLOSURE OF INTERESTS: The Provider agrees that it has provided to the County prior to the execution of this Agreement written disclosure of any existing financial interest in the business of its suppliers or Provider’s subcontractor’s utilized in fulfillment of this Agreement, and shall disclose said interests as they may arise from time to time. The Provider shall be required to list any or all potential conflicts of interest, as defined by Florida Statutes Chapter 112 and Monroe County Code, and shall disclose to the County and TDC all actual or proposed conflicts of interest, financial or otherwise, direct or indirect, involving any client’s interest which may conflict with the interest of the County and TDC. 9. LAWS AND REGULATIONS: Provider shall comply fully with all Local, State and Federal laws and regulations, including state and local licensing laws and ordinances. 10. TAXES: The County and TDC are exempt from Federal Excise and State of Florida Sales and use Taxes. The County is not responsible for any taxes incurred by Provider. 11. FINANCE CHARGES: The County and TDC will not be responsible for any finance charges.

Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

6

12. FORCE MAJEURE: Provider shall not be liable for delay in performance or failure to perform, in whole or in part, the services due to the occurrence of any contingency beyond its control or the control of any of its subcontractors or suppliers, including labor dispute, strike, labor shortage, war or act of war, whether an actual declaration thereof is made or not, insurrection, sabotage, riot or civil commotion, act of public enemy, epidemic, quarantine restriction, accident, fire, explosion, storm, flood, drought or other act of God, act of any governmental authority, jurisdictional action, or insufficient supply of fuel, electricity, or materials or supplies, or technical failure where Provider has exercised reasonable care in the prevention thereof, and any such delay or failure shall not constitute a breach of this Agreement. 13. ASSIGNMENT: The Provider shall not assign, transfer, convey, sublet or otherwise dispose of this agreement, or of any or all of its rights, title or interest therein or information generated or collected in the performance of this agreement (other than responses to public information requests from any person or entity whether in or out of state), without prior written consent of the County and TDC. 14. COMPLIANCE WITH LAWS-NONDISCRIMINATION: The Provider shall comply with all international, federal, state and local laws and ordinances applicable to the work or payment for work thereof, and shall not discriminate on the grounds of race, color, religion, sex, age, gender orientation or national origin in the performance of work under this Agreement. This Agreement shall be subject to all international, federal, state, and local laws and ordinances concerning discrimination. 15. INSURANCE: The Provider shall maintain the following required insurance throughout the entire term of this agreement and any extensions. Failure to comply with this provision may result in the immediate suspension of all work until the required insurance has been reinstated or replaced. Delays in the completion of work resulting from the failure of the Provider to maintain the required insurance shall not extend any deadlines specified in this agreement and any penalties and failure to perform assessments shall be imposed as if the work had not been suspended, except for Provider’s failure to maintain the required insurance. The Provider shall provide, to the County, as satisfactory evidence of the required insurance, either: * Certificate of Insurance or * A Certified copy of the actual insurance policy The County, at its sole option, has the right to request a certified copy of any or all insurance policies required by this agreement. All Insurance policies must specify that they are not subject to cancellation, nonrenewal, material change, or reduction in coverage unless a minimum of thirty (30) days prior notification is given to the County by the insurer. The acceptance and/or approval of the Provider’s insurance shall not be construed as relieving the Provider from any liability or obligation assumed under this agreement or imposed by law. The Monroe County Board of County Commissioners, its employees and officials will be included as “Additional Insured” on all policies, except for Workers’ Compensation. Any Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

7

deviations from these General Insurance Requirements must be requested in writing from the County. Such requests shall be prepared from the County’s form entitled “Request for Waiver of Insurance Requirements” and approved by Monroe County Risk Management. A. Prior to the commencement of work governed by this agreement the Provider shall obtain Workers’ Compensation Insurance with limits sufficient to respond to Florida Statute 440. In addition, the Provider shall obtain Employers’ Liability Insurance with limits of not less than: $100,000 Bodily Injury by Accident $500,000 Bodily Injury by Disease, policy limits $100,000 Bodily Injury by Disease, each employee Coverage shall be maintained throughout the entire term of the agreement. Coverage shall be provided by a company or companies authorized to transact business in the state of Florida and the company or companies must maintain a minimum rating of A-V1, as assigned by the A.M. Best Company. B. Prior to the commencement of work governed by this agreement, the Provider shall obtain General Liability Insurance. Coverage shall be maintained throughout the life of the agreement and include, as a minimum: • Premises Operations and Contents • Products and Completed Operations • Blanket Contractual Liability • Personal Injury Liability • Expanded Definition of Property Damage The minimum limits acceptable shall be: $1,000,000 Combined Single Limit (CSL) If split limits are provided, the minimum limits acceptable shall be: $ 500,000 per person $1,000,000 per Occurrence $ 100,000 Property Damage An Occurrence Form policy is preferred. If coverage is provided on a Claims Made policy, its provisions should include coverage for claims filed on or after the effective date of this agreement. In addition, the period for which claims may be reported should extend for a minimum of twelve (12) months following the acceptance of work by the County. The Monroe County Board of County Commissioners shall be named as Additional Insured on all policies issued to satisfy the above requirements. 16. GOVERNING LAW/VENUE: This Agreement shall be governed by and construed in accordance with the laws of the State of Florida applicable to contracts made and to be performed entirely in the State. In the event that any cause of action or administrative proceeding is instituted for the enforcement or interpretation of the agreement, the County and Provider agree that venue Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

8

shall lie in the appropriate court or before the appropriate administrative body in Monroe County, Florida. This Agreement shall not be subject to arbitration. The County and Provider agree that, in the event of conflicting interpretation of the terms or a term of this Agreement by or between any of them the issue shall be submitted to mediation prior to the institution of any other administrative or legal proceedings. 17. ENTIRE AGREEMENT: This writing embodies the entire Agreement and understanding between the parties hereto, and there are not other agreements and understandings, oral or written, with reference to the subject matter hereof that are not merged herein and superseded. In order to be effective, any amendment to this Agreement shall be in writing, approved by the Board of County Commissioners of Monroe County, and executed by both parties. 18. PROPERTY RIGHTS: The County shall own all equipment and materials supplied by them for the Visitor Information Services program including software and databases. For the purposes of the public records act, all data entered into the Monroe County Tourist Development Council’s computer network system shall be County material. 19. SEVERABILITY: If any provisions of this Agreement shall be held by a Court of competent jurisdiction to be invalid or unenforceable, the remainder of this agreement, or the application of such provision other than those as to which it is invalid or unenforceable, shall not be affected thereby; and each provision of this Agreement shall be valid and enforceable to the fullest extent permitted by law. 20. NOTICE: Any notice required or permitted under this Agreement shall be in writing and hand delivered or mailed, postage prepaid, to the other party by certified mail, returned receipt requested, to the following:

Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

9

FOR COUNTY Executive Director, TDC 1201 White Street, Suite 102 Key West, FL 33040

AND

Monroe County Attorney PO Box 1026 Key West, FL 33041

FOR PROVIDER President Lower Keys Chamber of Commerce 31020 Overseas Highway PO Box 430511 Big Pine Key, FL 33043 21. AUTHORITY: Each of the signatories for the Provider below certifies and warrants that: a) The Provider’s name in the Agreement is the full name as designated in its corporate charter. b) They are empowered to act and contract for the Provider. c) This Agreement has been approved by the Provider’s Board of Directors. 22. ETHICS CLAUSE: Provider warrants that it has not employed, retained or otherwise had act on its behalf any former County officer or employee in violation of Section 2 of Ordinance No. 10-1990 or any County officer or employee in violation of Section 3 of Ordinance No. 10-1990. For breach or violation of the provision the County may, at its discretion terminate this agreement without liability and may also, at its discretion, deduct from the agreement or purchase price, or otherwise recover, the full amount of any fee, commission, percentage, gift, or consideration paid to the former or present County officer or employee. 23. PUBLIC ENTITY CRIME STATEMENT: A person or affiliate who has been placed on the convicted vendor list following a conviction for public entity crime may not submit a bid on a contract to provide any goods or services to a public entity, may not submit a bid on a contract with a public entity for the construction or repair of a public building or public work, may not submit bids on leases of real property to public entity, may not be awarded or perform work as a contractor, supplier, subcontractor, or consultant under a contract with any public entity, and may not transact business with any public entity in excess of the threshold amount provided in section 287.017, Florida Statutes for CATEGORY TWO for a period of 36 months from the date of being placed on the convicted vendor list. By execution of this document, Provider states that it is not disqualified by the statement above. 24. NON-WAIVER OF IMMUNITY: Notwithstanding the provisions of Sec. 768.28, Florida Statutes, the participation of the Provider and the TDC/BOCC in this Agreement and the acquisition of any commercial liability insurance coverage, self-insurance coverage, or local government liability insurance pool coverage shall not be deemed a waiver of immunity to the extent of liability coverage, nor shall any contract entered into by the COUNTY be required to contain any provision for waiver.

Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

10

25. SECTION HEADINGS: Section headings have been inserted in this Agreement as a matter of convenience of reference only, and it is agreed that such section headings are not a part of this Agreement and will not be used in the interpretation of any provision of this Agreement. 26. BINDING EFFECT: The terms, covenants, conditions, and provisions of this Agreement shall bind and inure to the benefit of the TDC/BOCC and Provider and their respective legal representatives, successors, and assigns. 27. COOPERATION: In the event any administrative or legal proceeding is instituted against either party relating to the formation, execution, performance, or breach of this Agreement, TDC/BOCC and Provider agree to participate, to the extent required by the other party, in all proceedings, hearings, processes, meetings, and other activities related to the substance of this Agreement or provision of the services under this Agreement. TDC/BOCC and Provider specifically agree that no party to this Agreement shall be required to enter into any arbitration proceedings related to this Agreement. 28. COVENANT OF NO INTEREST: Provider and TDC/BOCC covenant that neither presently has any interest, and shall not acquire any interest, which would conflict in any manner or degree with its performance under this Agreement, and that only interest of each is to perform and receive benefits as recited in this Agreement. 29. CODE OF ETHICS: TDC/BOCC agrees that officers and employees of the TDC/BOCC recognize and will be required to comply with the standards of conduct for public officers and employees as delineated in Section 112.313, Florida Statutes, regarding, but not limited to, solicitation or acceptance of gifts; doing business with one’s agency; unauthorized compensation; misuse of public position, conflicting employment or contractual relationship; and disclosure or use of certain information. 30. PRIVILEGES AND IMMUNITIES: All of the privileges and immunities from liability, exemptions from laws, ordinances, and rules and pensions and relief, disability, workers’ compensation, and other benefits which apply to the activity of officers, agents, or employees of any public agents or employees of the COUNTY, when performing their respective functions under this Agreement within the territorial limits of the COUNTY shall apply to the same degree and extent to the performance of such functions and duties of such officers, agents, volunteers, or employees outside the territorial limits of the COUNTY.

Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

11

IN WITNESS WHEREOF, the parties hereto have executed this agreement the day and year first above written (SEAL) Attest: Amy Heavilin, Clerk

Board of County Commissioners of Monroe County

Deputy Clerk (CORPORATE SEAL) Attest:

Mayor/Chairman Lower Keys Chamber of Commerce, Inc.

By. Secretary

By

____________________________ Print Name

_____________________________ Print Name

President

AND TWO WITNESSES (1)__________________________

(2) _________________________

Print Name: __________________

Print Name: _________________

Date: ________________________

Date: ______________________

Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

12

Exhibit A Mail Fulfillment Required Data o o o o o o o

Name Business Name (if Travel Agent or Business Address) Street Address Zip Code City State or Province County (if non U.S.)

Visitor Information Survey o What kinds of activities are you interested in? a. Fishing Deep Sea b. Fishing Back Country c. Diving d. Snorkeling d. Marinas e. Sailing f. Boat Rentals g. Attractions h. Dining/Entertainment i. Weddings j. Real Estate/Relocation k. Coupon Book l. Guided/Nature Tours m. Water Sports n. Cultural Events/Theatre/Music o. Fishing Tournament p. Honeymoons q. Kids/Family/Vacations r. Weather o What kinds of accommodations are you interested in? a. Hotels/Motels b. B&Bs/Guesthouses c. Vacation Rentals d. Campground/R.V. Parks o Are you a travel agent or consumer? o What month are you planning to travel to the Florida Keys? o How are will you be traveling? a. Commercial Airline c. Automobile d. RV f. Cruise ship h. Undecided

b. d. e. g.

Private Plane Tour bus Private Boat Fly/Drive

o How long will you stay? o How many people will be in your travel party? Children under 17? o What number did you dial to reach us today? o Do you recall seeing any advertising for the Florida Keys and Key West in the past 3 months? Generic type and specific source. o Would you like a brochure? Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

13

Exhibit B Generic Destination Frequently Asked Visitor Questions & Appropriate Responses Q.1. A.1.

How long does it take to see the entire Florida Keys? About one to two weeks

Q.2. A.2.

How can I get to the Florida Keys? The Florida Keys are directly accessible by plane, via our two airports Marathon and Key West, car, bus, ferry and Cruise Ship. You can also travel to nearby destinations in Florida via train, plane, bus, etc. and continue on to the Keys through a rented car, shuttle service, ferry or bus.

Q.3. A.3.

Is there a web site where I can find more information on the Florida Keys? Yes, www.fla-keys.com.

Q.4.

How long does it take to get to the Keys? All times and distance are to Upper Keys. Add one hour to times for Middle Keys and two hours to times for Lower Keys. City, State Miles Kilometers Driving Time Miami, FL 50 80 1 hour Ft. Myers, FL 200 320 4 hours Tampa, FL 300 480 6 hours Orlando, FL 280 450 6 hours Gainesville, FL 380 610 8 hours Tallahassee, FL 530 850 10 hours Jacksonville, FL 490 780 10 hours Savannah, GA 530 850 11 hours Macon, GA 630 1,010 13 hours Charleston, SC 630 1,010 13 hours Atlanta, GA 700 1,120 14 hours Pensacola, FL 720 1,150 14 hours Montgomery, AL 740 1,200 15 hours Birmingham, AL 860 1,370 17 hours Charlotte, NC 884 1,400 18 hours New Orleans, LA 910 1,500 18 hours Louisville, KY 1,140 1,824 23 hours

A.4.

Q.5. A.5.

Do you know of any special deals or bargains? If you know of any special deals or bargains from accommodations please provide to the caller, else state: Special deals or bargains can generally be found in our off-season. Accommodations prices generally begin reducing during the early summer months and are lowest generally during the fall. However, special events or holidays can affect prices.

Q.6.

I’ve heard there is a hurricane/tropical storm headed for the Florida Keys, how can I get more information?

Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

14

A.6.

You can visit the official Florida Keys and Key West website, www.fla-keys.com, for information such as any storm warnings affecting the Florida Keys, answers to frequently asked questions about hurricanes and other tips for visitor safety. You can also tune into the Weather Channel for the Tropical update at 50 minutes past the hour.

Q.7. A.7.

Do you have any Gay friendly accommodations? There are Gay friendly accommodations throughout the Florida Keys. You can visit the official Florida Keys and Key West website, www.fla-keys.com, to see which accommodations are self-designated as Gay friendly.

Q.8. Q.8.

What types of accommodations do you have? Provide caller with categories of accommodation types available in your area, such as Hotels, Motels, Bed and Breakfasts, Guest Houses, RV parks, Campgrounds. Also use descriptive terms of accommodations in your area where appropriate. For example, large chain hotels to Mom & Pop type hotels, quaint B&Bs and guest houses, waterfront RV parks & campgrounds, etc.

Q.9. Q.9.

What types of restaurants do you have? Highlight unique dining experiences of the Florida Keys and Key West, such as local seafood or conch-fusion cuisine, while also providing caller with some general restaurant types available in your area. Examples of restaurant types include: Fine dining, family style, pubs, diners, fast food, ethnic, seafood, vegetarian, cafeteria style, cafes, chain, fast food, etc. Also use descriptive terms for restaurants in your area were appropriate. For example, “We have many wonderful dining choices including restaurants specializing in our famous local cuisine which infuses Cuban, Bohemian and American specialties, fresh local seafood, fine-dining, family-style and casual restaurants.”

In addition, Operators should be able to provide information appropriate to their area for the following questions: Q.10. Q.11. Q.12. Q.13. Q.14.

Is there any nightlife available? What type of family activities are there? Where can I (snorkel, dive, fish, swim, sail, visit the reef)? Do you have any special events going on? Are there any pet friendly accommodations?

Lower Keys Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1674

15

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

O.3.a.

March 22, 2016 DISTRICT: III

AGENDA ITEM WORDING:

DAC III January 13, 2016 Regular Meeting Minutes - FYI

ITEM BACKGROUND: Attached

Minutes of the District III Advisory Committee meeting are provided as an FYI. TDC does not approve the minutes.

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

D.1. District III Advisory Committee Meeting The January 13, 2016 regular meeting of the District III Advisory Committee of the Monroe County Tourist Development Council was called to order by Chairperson Vicki Tashjian at 9:30 a.m. at the Hyatt Place, Marathon. DAC Members Present Were: Mr. Ben Daughtry, Mr. William Ehrhorn, Mr. Ralph Lucignano, Mr. Kelly McKinnon DAC Members Absent Were: Mr. Michael Horvat (excused due to road closure), Mr. Bernard Spinrad (excused due to road closure), Mr. Sheldon Suga (excused due to road closure) and Ms. Wendy Hall (1st absence in Fiscal Year) TDC Representative Present: Ms. Rita Irwin

I

Agencies Present Were: Mr. John Underwood and Mr. Eric Gitlin – Tinsley Advertising, Ms. Julie Botteri - Web Editor and Public Relations Stringer NewmanPR, Mr. Clinton Barras – Floridakeys.com Administrative Staff Present Were: Mr. Harold Wheeler, Ms. Maxine Pacini and Ms. Ammie Machan

FY

Approval of the Agenda: Mr. McKinnon moved approval of the agenda as presented with the following bulk items:

D.1. D.2. E.1. E.2. F.1. G.1. H.1. H.2. H.3. I.1. J.1. J.2. L.1. L.2. L.3.

December 2, 2015 Regular Meeting Minutes November 3, 2015, 2015 Special Meeting Minutes – FYI FY 2016 Budget Four Penny Revenue Report Monthly Report from NewmanPR – FYI Advertising Recap – FYI Smith Travel Research Report – FYI Vacation Rental Occupancy & Rate Report – FYI Tourism Impact Infographic – FYI Visitor Information Services Report – FYI Floridakeys.Com Report – FYI District Google Analytics Operations Manual Update - FYI Written Review of Recent Events Funded by TDC – FYI Update re: December 15, 2015 TDC Meeting

Mr. Lucignano seconded. Motion passed unanimously.

Consideration and Action re: Media Spend February – April: Mr. Gitlin presented the proposed media spend which would utilize $78,000 DAC III Advertising Resources. The proposal includes both digital and local spot television ads to run from February to April 2016. Mr. McKinnion moved approval the February - April Media Spend in an amount of $78,000 DAC III, Advertising Resources. Mr. Lucignano seconded. Motion passed unanimously.

District III Advisory Committee January 13, 2016 Page 2

Consideration and Action re: FY 2016 2nd Round Capital Funding Applications: City of Marathon, Coco Plum Shoreline Restoration and Stabilization $125,000 (expiration 9/30/2017): Ms. Deanna Lloyd was in attendance to answer questions on the project. Mr. Wheeler asked if tourist visit the beach or if it is a locals beach? Ms. Lloyd responded yes, that visitors are seeking a more natural beach setting. Ms. Tashjian replied that many vacation rental owners send their guests to Coco Plum beach. Mr. McKinnon moved approval to fund the City of Marathon for the Coco Plum Shoreline Restoration and Stabilization project in an amount of $125,000 DAC III, FY 2016 Capital Resources. Mr. Daughtry seconded. Motion passed unanimously. Dolphin Research Center, Inc., DRC Guest Restroom/Changing Rooms Building $134,894: Ms. Gail Murray was in attendance to answer questions on the project. In discussion it was determined that the Administrative office would confirm the completion date of the project with the Dolphin Research Center before creating the contract.

I

Mr. McKinnon moved approval to fund the Dolphin Research Center, Inc. for the DRC Guest Restrooms/Changing Rooms Building project in an amount of $134,894 DAC III, FY 2016 Capital Resources. Mr. Daughrty seconded. Motion passed unanimously.

FY

Dolphin Research Center, Inc., DRC Public Signage Project $11,750 (expiration 9/30/16): Ms. Gail Murray was in attendance to answer questions on the project. Mr. McKinnon moved approval to fund the Dolphin Research Center, Inc. for the DRC Public Signage project in an amount of $11,750 DAC III, FY 2016 Capital Resources. Mr. Lucignano seconded. Motion passed unanimously. Florida Keys Land & Sea Trust, Inc., Crane House Public Restroom Project $24,955 (expiration 9/30/17): Ms. Loretta Geotis was in attendance to answer questions and gave a brief over view of the project. Mr. Lucignano moved approval to fund the Florida Keys Land & Sea Trust, Inc. for the Crane House Public Restroom project in an amount of $24,955 DAC III, FY 2016 Capital Resources. Mr. McKinnon seconded. Motion passed unanimously. Monroe County BOCC, Pigeon Key Gang Quarters Building Roof Replacement $250,000 (expiration 9/30/17): Mr. Kevin Wilson was in attendance to answer questions on the project. Mr. Wheeler asked if the project would commence within fiscal year 2016 and be completed by September 30, 2017. Mr. Wilson confirmed that it would. Mr. Ehrhorn moved approval to fund the Monroe County BOCC for the Pigeon Keys Gang Quarters Building Roof Replacement project in an amount of $250,000 DAC III, FY 2016 Capital Resources. Mr. Lucignano seconded. A roll call vote was taken with the following results: Mr. Daughtry Yes Mr. Ehrhorn Yes Mr. Lucignano Yes

District III Advisory Committee January 13, 2016 Page 3

Mr. McKinnion Ms. Tashjian

Abstain* Yes

Motion passed.

*Mr. McKinnon abstained due to being the director of the Pigeon Key Foundation General Discussion: Mr. McKinnon asked Mr. Wheeler for an update on the possible TDC funding bill that was discussed at the December meeting. Mr. Wheeler replied that while the parts of the bill including redirecting funs to Visit Florida and appointments to the TDC by the Florida Restaurant and Lodging Association, did not go forward. There is still a possibility that up to 10% of TDC funds could be redirected to local law enforcement with in the County.

FY

I

There being no further business the meeting was adjourned at 10:03 a.m.

Agenda Item #

O.3.b.

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT: III

AGENDA ITEM WORDING:

Consideration and Action re: Agreement with Greater Marathon Chamber of Commerce, Inc. to Provide Visitor Information Services

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: Approval

TOTAL COST:

$168,000.00 per year

ALLOCATED FROM:

District III

REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

DATE:

March 11, 2016

To:

Tourist Development Council

FROM:

Harold Wheeler, TDC Director

RE:

Consideration and Action re: Agreement with Greater Marathon Chamber of Commerce, Inc. to Provide Visitor Information Services

Our agreement with The Greater Marathon Chamber of Commerce, Inc. to provide Visitor Information Services (VIS) to answer potential visitor inquires and to promote tourism expires September 30, 2016. The current agreement provides these services for an amount not to exceed $168,000 per year. The TDC staff met with the Chamber and exchanged needed VIS scope of service information by email, to provide the appropriate services provided by staff. The District III Advisory Committee at their meeting of March 2, 2016 reviewed the scope of services, and approved them as presented. The DAC agreed to a three (3) year agreement with an option to extend for an additional two (2) year period. The DAC approved the compensation of $168,000 per year for the first three (3) years. If the agreement is extended for two (2) additional years, there will be a five percent (5%) increase in compensation, and the compensation shall be $176,400 per year. A copy of the complete agreement is attached for your approval. This agreement has been approved by the County Attorney’s office and signed by the Marathon Chamber of Commerce. If approved by the TDC, the agreement will be placed on the April BOCC Agenda for final approval.

MARATHON VISITOR INFORMATION SERVICES AGREEMENT THIS AGREEMENT (“Agreement”) is entered into this day of , 2016, by and between Monroe County, Florida, a political subdivision of the state of Florida (“County”), and the Greater Marathon Chamber of Commerce, Inc., a Florida non-profit corporation (“Provider”). WITNESSETH: WHEREAS, Provider is uniquely qualified to provide Visitor Information Services (“VIS”) to answer potential visitor inquiries and to promote tourism; and WHEREAS, Provider has been furnishing Visitor Information Services to County for thirteen years; and WHEREAS, County and Provider currently have a contractual arrangement for services through September 30, 2016; and WHEREAS, the Tourist Development Council (“TDC”), an advisory board to County’s Board of County Commissioners (“BOCC”) has recommended to County that a new agreement for Visitor Information Services be entered into with Provider; and WHEREAS, County desires to enter into this Agreement for Visitor Information Services with Provider; NOW THEREFORE, in consideration of the mutual covenants contained herein, the parties agree as follows: 1. TERM: The term of this Agreement is for a period of three years beginning October 1, 2016 and expiring on September 30, 2019. The Agreement may be extended for an additional term of two years by agreement of the parties with a 5 percent (5%) increase in compensation, as further outlined below. 2. SCOPE OF SERVICES: The Provider shall, pursuant to this Agreement, provide Visitor Information Services as described herein: a. The Provider shall respond to all telephone inquiries from generic and district toll free number(s), and from the Chamber’s (305) line(s) with information about the Florida Keys and any specified district destination within the Keys. b. The Provider shall retrieve and record all information from callers or e-mail inquiries resulting in mail fulfillment required by the VIS software program provided by the County, which includes the name, address and zip code of the caller. The Provider shall request that all callers complete the TDC Visitor Inquiry Survey. Provider shall verbally survey consenting callers on a list of questions provided by the TDC, and shall record the visitor responses in the VIS software, according to Exhibit A attached Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

1

hereto. The TDC may request that Provider refer e-mail inquiries to a web survey in its return correspondence via web link provided by the TDC. c. Provider shall respond to all e-mail (Internet) inquiries for fulfillment requests and interact with potential visitors requests for destination information. d. Provider shall respond to all Live Chat (internet) requests and chat live with potential visitors to fulfill their requests for destination information, 9:00 a.m. – 5:00 p.m., Monday through Friday; excluded holidays and other business closures permitted in this Scope of Services. County shall provide Live Chat software on the TDC website to send chat inquiries directly to the Chambers of Commerce. County shall serve as administrator of Live Chat software; including, but not limited to setting up Chamber Operator user accounts, generating reports of chat volumes by Chamber, and providing chat transcripts upon request to Chamber heads for their employees. e. Provider shall respond to all Contact Me referrals (potential visitor request for a tourist information operator to contact them entered via the website when Chat services are not available) and call or email potential visitors to fulfill their request for destination information, 9:00 a.m. – 5:00 p.m., Monday through Friday; excluded holidays and other business closures permitted in this Scope of Services. County shall provide Contact Me feature via the Chat Live software on the TDC website to send call and/or email requests directly to the Chambers of Commerce. f. Provider shall give the TDC official website address www.fla-keys.com as the first response for destination web site information, and shall introduce the official TDC website to all caller and e-mail inquiries as a source for further information on the destination. This provision shall not preclude Provider from introducing its own web site as a secondary source of information. g. Provider shall respond to all telephone and Internet inquiries for the benefit of Monroe County as a whole and not for the benefit of Provider or its members. Provider shall not discriminate between chamber and non-chamber members in its responses where generic/district materials are provided by the TDC to Provider. h. Provider may make referrals to lodging accommodations; however, it shall do so in a manner that provides fair and equitable distribution of referrals to all entities in Provider’s district, matching the inquirer’s criteria, which collect and remit to the County the tourist development tax, with no preferential treatment for any entity having a business relationship with the Provider. Further, Provider, shall have and maintain the following: (i) a binding agreement to hold harmless and indemnify the County from any claims of liability, loses and causes of action which may arise out of or as a result of the referrals; (ii) general liability insurance with a minimum of $1 million coverage which includes Monroe County as a named insured; and Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

2

i.

All visitor-related collateral requests shall be entered into the TDC VIS system on a daily basis by Provider to be accessed by the TDC. Provider may produce collateral material for its district and provide mail fulfillment of said material internally or by subcontract. This provision shall not preclude the Provider from downloading visitor data entered by Provider into the TDC VIS system to create or maintain visitor mailing lists.

j.

Provider is prohibited from distributing visitor name and address information recorded from visitor collateral requests to third parties without the express verbal or written consent of the visitors. Provider shall at all times comply with the Telecommunications Act, relevant Postal Regulations or other regulations regarding third party mail distribution. The TDC VIS software program will provide a recording mechanism which Provider may use to designate visitors who have affirmatively indicated a desire to receive collateral material from a third party. The Provider shall have and maintain a binding agreement to hold harmless and indemnify the County from any claims of liability, identity theft, bodily harm, loss of life, invasion of privacy, theft identity, and all other losses and causes of action which may arise out of or as a result of the distribution of visitor information by the Provider to a third party.

k. The provider shall provide live telephone and Internet service, the minimum of which shall be as follows: 9:00 a.m. to 5:00 p.m. Monday through Sunday. The Provider may be closed on Thanksgiving, Christmas Eve afternoon, Christmas Day, New Year’s Day, Memorial Day, Easter Sunday, Fourth of July and Labor Day. Sub-contracted live operator(s), voicemail, answering machine or similar procedures will be provided to capture required information during off hour operation. l.

The Provider shall provide Visitor Information Services to visitors walking into the facility during the regular working hours of 9:00 a.m. to 5:00 p.m. Monday through Sunday. The Provider will be closed on Thanksgiving, Christmas Eve afternoon, Christmas Day, New Year’s Day, Memorial Day, Easter Sunday, Fourth of July and Labor Day.

m. Provider may cease fulfillment of service minimum as outlined in items k and l in this agreement following an official ordered evacuation of Monroe County residents in its district without penalty or loss of compensation by the County. Further, in the event of a tropical storm warning or hurricane warning to Monroe County, Provider may at its discretion adjust its hours of operation to ensure the safety of its staff, and facility, without penalty or loss of compensation by the County. In the event of closure due to weather events as outlined above, Provider shall not be required to resume contractual service minimum until such a time as: i. tropical storm and/or hurricane warnings for its district have been lifted ii. resident evacuation orders for its district have been lifted iii. Provider has determined its facility has adequate resources (such as power) and is by its determination sufficiently safe to resume its operations. Providers who are able to remain operational when weather events force closure of other providers shall upon request service calls re-routed by the TDC.

Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

3

n. The Provider shall provide fast Internet access to the TDC web site, TDC VIS software and Chat Live web applications for all staff members fulfilling Visitor Information Service program requirements as outlined in this agreement. The Provider shall be responsible for the provision and proper maintenance of computer equipment and Internet connections utilized by the staff members to access the Internet in fulfillment of Visitor Information Services requirements. The TDC shall be responsible for the provision and proper maintenance of the VIS software. o. The Visitor Information Service program is subject to review and periodic change by the Monroe County Tourist Development Council. Any significant change resulting in additional costs and/or time in the scope of services, requires the written and signed consent of both parties as an amendment to this Agreement. p. The toll-free number telephone lines for which the tourist development tax pays, shall be used only for tourism-related business purposes, including, fulfillment of Call Me requests. q. County shall provide the toll-free number phone lines and routing services to handle the service required by this Agreement. r. County shall provide a link and e-mail forwarding from the TDC website directly to the Provider’s website. s. Provider shall distribute to all Chambers of Commerce in Monroe County and to the TDC, at a mutually agreed upon time and frequency, a list of the most frequently asked questions by visitors about its district and the recommended tourism operator responses. The TDC may also furnish to the Provider a list of visitors’ frequent generic destination questions and the recommended tourism operator responses. (See EXHIBIT B). Provider shall disseminate the information to staff for training purposes. 3. COMPENSATION: Compensation shall be paid, subject to availability of Tourist Development Tax Funds and approval as follows: a. The County shall pay to the Provider for services rendered the amount of $168,000 (One hundred and sixty eight thousand dollars) per year. Amount shall be paid in twelve (12) monthly payments of $14,000 (Fourteen thousand dollars) per year pursuant to the Florida Local Government Prompt Payment Act upon receipt of a proper invoice. The payment shall occur after TDC’s administrative office verifies and certifies that the requirements and data as set forth within the agreement entered into by and between Provider and the County have been fully performed. Payment under this agreement is contingent upon annual appropriation by the County. b. If the option to extend the agreement for an additional two years is exercised by the parties, the annual agreement amount shall be increased by 5% to $176,400 per year. Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

4

c. Periodic monitoring efforts shall be conducted by the TDC for the purposes of system review and compliance of agreement requirements. Monroe County’s performance and obligation to pay under this agreement, is contingent upon an annual appropriation by the BOCC. 4. INDEMNIFICATION: Provider covenants and agrees to indemnify and hold harmless Monroe County Board of County Commissioners from any and all claims for bodily injury (including death), personal injury, and property damage (including property owned by Monroe County) and any other losses, damages, and expenses (including attorney’s fees) which arise out of, in connection with, or by reason of services provided or not provided by Provider or any of its Subcontractor(s) in any tier, occasioned by the negligence, errors, or other wrongful act of omission of the Provider or its Subcontractors in any tier, their employees, or agents. In the event that the service is delayed or suspended as a result of the Provider’s failure to purchase or maintain the required insurance, the Provider shall indemnify the County from any and all increased expenses or lost revenue resulting from such delay. The first ten dollars ($10.00) of remuneration paid to the Provider is for the indemnification provided for above. The extent of liability is in no way limited to, reduced, or lessened by the insurance requirements contained elsewhere within this agreement. The provisions of this section shall survive the expiration or earlier termination of this agreement. 5. APPROVAL AND CHANGES: The TDC shall have the sole and exclusive right to approve or reject changes to the software program, format of questions required to be asked of callers, and other program requirements of the Visitor Information System, in which case the TDC’s directions shall be immediately implemented. Periodic monitoring efforts shall be conducted by the TDC for the purposes of system review with feedback to Provider to encourage improvement in the quality of service in conjunction with modifications to established standards and training tools made available by TDC to the Provider. 6. RECORDS - ACCESS AND AUDITS: Separate and apart from the Provider’s normal business records, the Provider shall maintain books, records and documents concerning the contracted services. As used herein, the term “records” includes electronic data. These records shall be maintained in compliance with generally accepted accounting principles and such records must remain available for at least five (5) years after completion of this agreement. The Provider shall provide TDC/County access to any of the books, records or documents concerning the contracted services during regular business hours, upon reasonable notice. In the event such inspection by TDC/County reveals a substantial failure on the part of the Provider to carry out the contracted services, the TDC/County shall make a written demand upon the Provider to repay a reasonable amount of the funds received by the Provider for the unfulfilled contracted services. The TDC/County and Provider agree to attempt to resolve such exceptions/repayments in good faith. In addition, these records are subject to disclosure pursuant to Chapter 119 of the Florida Statutes and the TCD/COUNTY shall have the right to unilaterally cancel this Agreement upon violation of this provision by Provider.

Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

5

Pursuant to F.S. 119.0701, Provider and its subcontractors shall comply with all public records laws of the State of Florida, including but not limited to: (a) Keep and maintain public records that ordinarily and necessarily would be required by Monroe County in order to perform the service. (b) Provide the public with access to public records on the terms and conditions that Monroe County would provide the records and at a cost that does not exceed the cost provided in Florida Statutes, Chapter 119 or as otherwise provided by law. (c) Ensure that public records that are exempt or confidential and exempt from public records disclosure requirements are not disclosed except as authorized by law. (d) Meet all requirements for retaining public records and transfer, at no cost, to Monroe County all public records in possession of the agreement or upon termination of the agreement and destroy any duplicate public records that are exempt or confidential and exempt from public records disclosure requirements. All records stored electronically must be provided to Monroe County in a format that is compatible with the information technology systems of Monroe County. 7. TERMINATION: Either party shall have the right to cancel this Agreement at its sole discretion with or without cause upon one hundred and twenty (120) days prior written notice to the other party. Upon any termination including the natural termination of this Agreement, Provider shall deliver to the County all papers, software, equipment and other material related to the work performed under this agreement. 8. DISCLOSURE OF INTERESTS: The Provider agrees that it has provided to the County prior to the execution of this Agreement written disclosure of any existing financial interest in the business of its suppliers or Provider’s subcontractor’s utilized in fulfillment of this Agreement, and shall disclose said interests as they may arise from time to time. The Provider shall be required to list any or all potential conflicts of interest, as defined by Florida Statutes Chapter 112 and Monroe County Code, and shall disclose to the County and TDC all actual or proposed conflicts of interest, financial or otherwise, direct or indirect, involving any client’s interest which may conflict with the interest of the County and TDC. 9. LAWS AND REGULATIONS: Provider shall comply fully with all Local, State and Federal laws and regulations, including state and local licensing laws and ordinances. 10. TAXES: The County and TDC are exempt from Federal Excise and State of Florida Sales and use Taxes. The County is not responsible for any taxes incurred by Provider. 11. FINANCE CHARGES: The County and TDC will not be responsible for any finance charges. 12. FORCE MAJEURE: Provider shall not be liable for delay in performance or failure to perform, in whole or in part, the services due to the occurrence of any contingency

Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

6

beyond its control or the control of any of its subcontractors or suppliers, including labor dispute, strike, labor shortage, war or act of war, whether an actual declaration thereof is made or not, insurrection, sabotage, riot or civil commotion, act of public enemy, epidemic, quarantine restriction, accident, fire, explosion, storm, flood, drought or other act of God, act of any governmental authority, jurisdictional action, or insufficient supply of fuel, electricity, or materials or supplies, or technical failure where Provider has exercised reasonable care in the prevention thereof, and any such delay or failure shall not constitute a breach of this Agreement. 13. ASSIGNMENT: The Provider shall not assign, transfer, convey, sublet or otherwise dispose of this agreement, or of any or all of its rights, title or interest therein or information generated or collected in the performance of this agreement (other than responses to public information requests from any person or entity whether in or out of state), without prior written consent of the County and TDC. 14. COMPLIANCE WITH LAWS-NONDISCRIMINATION: The Provider shall comply with all international, federal, state and local laws and ordinances applicable to the work or payment for work thereof, and shall not discriminate on the grounds of race, color, religion, sex, age, gender orientation, or national origin in the performance of work under this Agreement. This Agreement shall be subject to all international, federal, state, and local laws and ordinances concerning discrimination. 15. INSURANCE: The Provider shall maintain the following required insurance throughout the entire term of this agreement and any extensions. Failure to comply with this provision may result in the immediate suspension of all work until the required insurance has been reinstated or replaced. Delays in the completion of work resulting from the failure of the Provider to maintain the required insurance shall not extend any deadlines specified in this agreement and any penalties and failure to perform assessments shall be imposed as if the work had not been suspended, except for Provider’s failure to maintain the required insurance. The Provider shall provide, to the County, as satisfactory evidence of the required insurance, either: * Certificate of Insurance or * A Certified copy of the actual insurance policy The County, at its sole option, has the right to request a certified copy of any or all insurance policies required by this agreement. All Insurance policies must specify that they are not subject to cancellation, nonrenewal, material change, or reduction in coverage unless a minimum of thirty (30) days prior notification is given to the County by the insurer. The acceptance and/or approval of the Provider’s insurance shall not be construed as relieving the Provider from any liability or obligation assumed under this agreement or imposed by law. The Monroe County Board of County Commissioners, its employees and officials will be included as “Additional Insured” on all policies, except for Workers’ Compensation. Any deviations from these General Insurance Requirements must be requested in writing from the County. Such requests shall be prepared from the County’s form entitled “Request for Waiver of Insurance Requirements” and approved by Monroe County Risk Management.

Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

7

A. Prior to the commencement of work governed by this agreement the Provider shall obtain Workers’ Compensation Insurance with limits sufficient to respond to Florida Statute 440. In addition, the Provider shall obtain Employers’ Liability Insurance with limits of not less than: $100,000 Bodily Injury by Accident $500,000 Bodily Injury by Disease, policy limits $100,000 Bodily Injury by Disease, each employee Coverage shall be maintained throughout the entire term of the agreement. Coverage shall be provided by a company or companies authorized to transact business in the state of Florida and the company or companies must maintain a minimum rating of A-V1, as assigned by the A.M. Best Company. B. Prior to the commencement of work governed by this agreement, the Provider shall obtain General Liability Insurance. Coverage shall be maintained throughout the life of the agreement and include, as a minimum: • Premises Operations and Contents • Products and Completed Operations • Blanket Contractual Liability • Personal Injury Liability • Expanded Definition of Property Damage The minimum limits acceptable shall be: $1,000,000 Combined Single Limit (CSL) If split limits are provided, the minimum limits acceptable shall be: $ 500,000 per person $1,000,000 per Occurrence $ 100,000 Property Damage An Occurrence Form policy is preferred. If coverage is provided on a Claims Made policy, its provisions should include coverage for claims filed on or after the effective date of this agreement. In addition, the period for which claims may be reported should extend for a minimum of twelve (12) months following the acceptance of work by the County. The Monroe County Board of County Commissioners shall be named as Additional Insured on all policies issued to satisfy the above requirements. 16. GOVERNING LAW/VENUE: This Agreement shall be governed by and construed in accordance with the laws of the State of Florida applicable to contracts made and to be performed entirely in the State. In the event that any cause of action or administrative proceeding is instituted for the enforcement or interpretation of the agreement, the County and Provider agree that venue shall lie in the appropriate court or before the appropriate administrative body in Monroe County, Florida. This Agreement shall not be subject to arbitration.

Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

8

The County and Provider agree that, in the event of conflicting interpretation of the terms or a term of this Agreement by or between any of them the issue shall be submitted to mediation prior to the institution of any other administrative or legal proceedings. 17. ENTIRE AGREEMENT: This writing embodies the entire Agreement and understanding between the parties hereto, and there are not other agreements and understandings, oral or written, with reference to the subject matter hereof that are not merged herein and superseded. In order to be effective, any amendment to this Agreement shall be in writing, approved by the Board of County Commissioners of Monroe County, and executed by both parties. 18. PROPERTY RIGHTS: The County shall own all equipment and materials supplied by them for the Visitor Information Services program including software and databases. For the purposes of the public records act, all data entered into the Monroe County Tourist Development Council’s computer network system shall be County material. 19. SEVERABILITY: If any provisions of this Agreement shall be held by a Court of competent jurisdiction to be invalid or unenforceable, the remainder of this agreement, or the application of such provision other than those as to which it is invalid or unenforceable, shall not be affected thereby; and each provision of this Agreement shall be valid and enforceable to the fullest extent permitted by law. 20. NOTICE: Any notice required or permitted under this Agreement shall be in writing and hand delivered or mailed, postage prepaid, to the other party by certified mail, returned receipt requested, to the following: FOR COUNTY Executive Director, TDC 1201 White Street, Suite 102 Key West, FL 33040

AND

Monroe County Attorney PO Box 1026 Key West, FL 33041

FOR PROVIDER President Marathon Chamber of Commerce 12222 Overseas Highway Marathon, FL 33050 21. AUTHORITY: Each of the signatories for the Provider below certifies and warrants that: a) The Provider’s name in the Agreement is the full name as designated in its corporate charter. b) They are empowered to act and contract for the Provider. c) This Agreement has been approved by the Provider’s Board of Directors. 22. ETHICS CLAUSE: Provider warrants that it has not employed, retained or otherwise had act on its behalf any former County officer or employee in violation of Section 2 of Ordinance No. 10-1990 or any County officer or employee in violation of Section 3 of

Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

9

Ordinance No. 10-1990. For breach or violation of the provision the County may, at its discretion terminate this agreement without liability and may also, at its discretion, deduct from the contract or purchase price, or otherwise recover, the full amount of any fee, commission, percentage, gift, or consideration paid to the former or present County officer or employee. 23. PUBLIC ENTITY CRIME STATEMENT: A person or affiliate who has been placed on the convicted vendor list following a conviction for public entity crime may not submit a bid on a contract to provide any goods or services to a public entity, may not submit a bid on a contract with a public entity for the construction or repair of a public building or public work, may not submit bids on leases of real property to public entity, may not be awarded or perform work as a contractor, supplier, subcontractor, or consultant under a contract with any public entity, and may not transact business with any public entity in excess of the threshold amount provided in section 287.017, Florida Statutes, for CATEGORY TWO for a period of 36 months from the date of being placed on the convicted vendor list. By execution of this document, Provider states that it is not disqualified by the statement above. 24. NON-WAIVER OF IMMUNITY: Notwithstanding the provisions of Sec. 768.28, Florida Statutes, the participation of the Provider and the TDC/BOCC in this Agreement and the acquisition of any commercial liability insurance coverage, self-insurance coverage, or local government liability insurance pool coverage shall not be deemed a waiver of immunity to the extent of liability coverage, nor shall any contract entered into by the COUNTY be required to contain any provision for waiver. 25. SECTION HEADINGS: Section headings have been inserted in this Agreement as a matter of convenience of reference only, and it is agreed that such section headings are not a part of this Agreement and will not be used in the interpretation of any provision of this Agreement. 26. BINDING EFFECT: The terms, covenants, conditions, and provisions of this Agreement shall bind and inure to the benefit of the TDC/BOCC and Provider and their respective legal representatives, successors, and assigns. 27. COOPERATION: In the event any administrative or legal proceeding is instituted against either party relating to the formation, execution, performance, or breach of this Agreement, TDC/BOCC and Provider agree to participate, to the extent required by the other party, in all proceedings, hearings, processes, meetings, and other activities related to the substance of this Agreement or provision of the services under this Agreement. TDC/BOCC and Provider specifically agree that no party to this Agreement shall be required to enter into any arbitration proceedings related to this Agreement. 28. COVENANT OF NO INTEREST: Provider and TDC/BOCC covenant that neither presently has any interest, and shall not acquire any interest, which would conflict in any manner or degree with its performance under this Agreement, and that only interest of each is to perform and receive benefits as recited in this Agreement. Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

10

29. CODE OF ETHICS: TDC/BOCC agrees that officers and employees of the TDC/BOCC recognize and will be required to comply with the standards of conduct for public officers and employees as delineated in Section 112.313, Florida Statutes, regarding, but not limited to, solicitation or acceptance of gifts; doing business with one’s agency; unauthorized compensation; misuse of public position, conflicting employment or contractual relationship; and disclosure or use of certain information. 30. PRIVILEGES AND IMMUNITIES: All of the privileges and immunities from liability, exemptions from laws, ordinances, and rules and pensions and relief, disability, workers’ compensation, and other benefits which apply to the activity of officers, agents, or employees of any public agents or employees of the COUNTY, when performing their respective functions under this Agreement within the territorial limits of the COUNTY shall apply to the same degree and extent to the performance of such functions and duties of such officers, agents, volunteers, or employees outside the territorial limits of the COUNTY.

Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

11

IN WITNESS WHEREOF, the parties hereto have executed this agreement the day and year first above written (SEAL) Attest: Amy Heavilin, Clerk

Board of County Commissioners of Monroe County

Deputy Clerk (CORPORATE SEAL) Attest:

Mayor/Chairman

Greater Marathon Chamber of Commerce, Inc.

By. Secretary

By

____________________________ Print Name

_____________________________ Print Name

President

AND TWO WITNESSES (1)__________________________

(2) _________________________

Print Name: __________________

Print Name: _________________

Date: ________________________

Date: ______________________

Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

12

Exhibit A Mail Fulfillment Required Data o o o o o o o

Name Business Name (if Travel Agent or Business Address) Street Address Zip Code City State or Province County (if non U.S.)

Visitor Information Survey o What kinds of activities are you interested in? a. Fishing Deep Sea b. Fishing Back Country c. Diving d. Snorkeling d. Marinas e. Sailing f. Boat Rentals g. Attractions h. Dining/Entertainment i. Weddings j. Real Estate/Relocation k. Coupon Book l. Guided/Nature Tours m. Water Sports n. Cultural Events/Theatre/Music o. Fishing Tournament p. Honeymoons q. Kids/Family/Vacations r. Weather o What kinds of accommodations are you interested in? a. Hotels/Motels b. B&Bs/Guesthouses c. Vacation Rentals d. Campground/R.V. Parks o Are you a travel agent or consumer? o What month are you planning to travel to the Florida Keys? o How are will you be traveling? a. Commercial Airline c. Automobile d. RV f. Cruise ship h. Undecided

b. d. e. g.

Private Plane Tour bus Private Boat Fly/Drive

o How long will you stay? o How many people will be in your travel party? Children under 17? o What number did you dial to reach us today? o Do you recall seeing any advertising for the Florida Keys and Key West in the past 3 months? Generic type and specific source. o Would you like a brochure? Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

13

Exhibit B Generic Destination Frequently Asked Visitor Questions & Appropriate Responses Q.1. A.1.

How long does it take to see the entire Florida Keys? About one to two weeks

Q.2. A.2.

How can I get to the Florida Keys? The Florida Keys are directly accessible by plane, via our two airports Marathon and Key West, car, bus, ferry and Cruise Ship. You can also travel to nearby destinations in Florida via train, plane, bus, etc. and continue on to the Keys through a rented car, shuttle service, ferry or bus.

Q.3. A.3.

Is there a web site where I can find more information on the Florida Keys? Yes, www.fla-keys.com.

Q.4.

How long does it take to get to the Keys? All times and distance are to Upper Keys. Add one hour to times for Middle Keys and two hours to times for Lower Keys. City, State Miles Kilometers Driving Time Miami, FL 50 80 1 hour Ft. Myers, FL 200 320 4 hours Tampa, FL 300 480 6 hours Orlando, FL 280 450 6 hours Gainesville, FL 380 610 8 hours Tallahassee, FL 530 850 10 hours Jacksonville, FL 490 780 10 hours Savannah, GA 530 850 11 hours Macon, GA 630 1,010 13 hours Charleston, SC 630 1,010 13 hours Atlanta, GA 700 1,120 14 hours Pensacola, FL 720 1,150 14 hours Montgomery, AL 740 1,200 15 hours Birmingham, AL 860 1,370 17 hours Charlotte, NC 884 1,400 18 hours New Orleans, LA 910 1,500 18 hours Louisville, KY 1,140 1,824 23 hours

A.4.

Q.5. A.5.

Do you know of any special deals or bargains? If you know of any special deals or bargains from accommodations please provide to the caller, else state: Special deals or bargains can generally be found in our off-season. Accommodations prices generally begin reducing during the early summer months and are lowest generally during the fall. However, special events or holidays can affect prices.

Q.6.

I’ve heard there is a hurricane/tropical storm headed for the Florida Keys, how can I get more information?

Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

14

A.6.

You can visit the official Florida Keys and Key West website, www.fla-keys.com, for information such as any storm warnings affecting the Florida Keys, answers to frequently asked questions about hurricanes and other tips for visitor safety. You can also tune into the Weather Channel for the Tropical update at 50 minutes past the hour.

Q.7. A.7.

Do you have any Gay friendly accommodations? There are Gay friendly accommodations throughout the Florida Keys. You can visit the official Florida Keys and Key West website, www.fla-keys.com, to see which accommodations are self-designated as Gay friendly.

Q.8. Q.8.

What types of accommodations do you have? Provide caller with categories of accommodation types available in your area, such as Hotels, Motels, Bed and Breakfasts, Guest Houses, RV parks, Campgrounds. Also use descriptive terms of accommodations in your area where appropriate. For example, large chain hotels to Mom & Pop type hotels, quaint B&Bs and guest houses, waterfront RV parks & campgrounds, etc.

Q.9. Q.9.

What types of restaurants do you have? Highlight unique dining experiences of the Florida Keys and Key West, such as local seafood or conch-fusion cuisine, while also providing caller with some general restaurant types available in your area. Examples of restaurant types include: Fine dining, family style, pubs, diners, fast food, ethnic, seafood, vegetarian, cafeteria style, cafes, chain, fast food, etc. Also use descriptive terms for restaurants in your area were appropriate. For example, “We have many wonderful dining choices including restaurants specializing in our famous local cuisine which infuses Cuban, Bohemian and American specialties, fresh local seafood, fine-dining, family-style and casual restaurants.”

In addition, Operators should be able to provide information appropriate to their area for the following questions: Q.10. Q.11. Q.12. Q.13. Q.14.

Is there any nightlife available? What type of family activities are there? Where can I (snorkel, dive, fish, swim, sail, visit the reef)? Do you have any special events going on? Are there any pet friendly accommodations?

Marathon Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1675

15

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

O.3.c.

March 22, 2016 DISTRICT: III

AGENDA ITEM WORDING:

Consideration and Action re: Extension to Agreement with Dolphin Research Center, Inc. for the DRC Construct Welcome Building Project (DAC III approved 3/2/16)

ITEM BACKGROUND:

The District III Advisory Committee at their meeting of March 2, 2016 moved to approve the request from the Dolphin Research Center, Inc. to extend the agreement for the DRC Construct Welcome Center Building Project in an amount of $421,700 to February, 28, 2017 (original agreement expires on 3/31/16). Attached is a copy of their request and the required amendment. Upon approval by the TDC, this item will be placed on the April 20, 2016 BOCC Agenda for final approval.

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: Approval

TOTAL COST:

No cost involved to amend this agreement

ALLOCATED FROM:

FY 2016 District III Capital Resources

REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

AMENDMENT (1st AMENDMENT) TO AGREEMENT This amendment to agreement (agreement) is entered into this _______ day of ________, 2016 by and between MONROE COUNTY, a political subdivision of the State of Florida (County or Grantor) and Dolphin Research Center, Inc. a not for profit organized and operating under the laws of the state of Florida (Grantee). WHEREAS, there was an agreement entered into on October 17, 2014 between the parties, awarding $421,700 to Grantee for the DRC Construct Welcome Center Building Project; and WHEREAS, it has become necessary to revise the termination date of the agreement to February 28, 2017 to allow completion of the project due to delays in the permitting , and NOW, THEREFORE, in consideration of the mutual covenants contained herein the parties agree to the amended agreement as follows: 1. Paragraph 1 of the agreement shall be revised to read as follows: This agreement is for the period of October 17, 2014 through to February 28, 2017. This agreement shall remain in effect for the stated period unless one party gives to the other written notification of termination pursuant to and in compliance with paragraphs 7, 12 or 13 of the original agreement dated October 17, 2014. 2017.

2.

Any references to the date of March 31, 2016 shall be revised to read February 28,

3. The remaining provisions of the agreement dated October 17, 2014 shall remain in full force and effect.

THE REMAINDER OF THIS PAGE IS INTENTIONALLY LEFT BLANK

Amendment #1 Dolphin Research Center – DRC Construct Welcome Building ID# 1387

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

O.3.d.

March 22, 2016 DISTRICT: III

AGENDA ITEM WORDING:

Consideration and Action re: Extension to Agreement with Dolphin Research Center, Inc. for the DRC Construct Animal Care & Training Office Building Project (DAC III approved 3/2/16)

ITEM BACKGROUND:

The District III Advisory Committee at their meeting of March 2, 2016 moved to approve the request from the Dolphin Research Center, Inc. to extend the agreement for the DRC Construct Animal Care & Training Office Building Project in an amount of $48,120 to June 30, 2016 (original agreement expires on 3/31/16). Attached is a copy of their request and the required amendment. Upon approval by the TDC, this item will be placed on the April 20, 2016 BOCC Agenda for final approval.

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: Approval

TOTAL COST:

No cost involved to amend this agreement

ALLOCATED FROM:

FY 2016 District III Capital Resources

REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

AMENDMENT (1st AMENDMENT) TO AGREEMENT This amendment to agreement (agreement) is entered into this _______ day of ________, 2016 by and between MONROE COUNTY, a political subdivision of the State of Florida (County or Grantor) and Dolphin Research Center, Inc. a not for profit organized and operating under the laws of the state of Florida (Grantee). WHEREAS, there was an agreement entered into on October 17, 2014 between the parties, awarding $48,120 to Grantee for the DRC Construct Animal Care and Training Office Building Project; and WHEREAS, it has become necessary to revise the termination date of the agreement to June 30, 2016 to allow completion of the project due to unexpected delays , and NOW, THEREFORE, in consideration of the mutual covenants contained herein the parties agree to the amended agreement as follows: 1. Paragraph 1 of the agreement shall be revised to read as follows: This agreement is for the period of October 17, 2014 through to June 30, 2016. This agreement shall remain in effect for the stated period unless one party gives to the other written notification of termination pursuant to and in compliance with paragraphs 7, 12 or 13 of the original agreement dated October 17, 2014. 2.

Any references to the date of March 31, 2016 shall be revised to read June 30, 2016.

3. The remaining provisions of the agreement dated October 17, 2014 shall remain in full force and effect.

THE REMAINDER OF THIS PAGE IS INTENTIONALLY LEFT BLANK

Amendment #1 Dolphin Research Center – DRC Construct Animal Care and Training Office Building ID# 1389

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

O.4.a.

March 22, 2016 DISTRICT: IV

AGENDA ITEM WORDING:

DAC IV January 12, 2016 Regular Meeting Minutes - FYI

ITEM BACKGROUND: Attached

Minutes of the District IV Advisory Committee meeting are provided as an FYI. TDC does not approve the minutes.

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

District IV Advisory Committee

D.1.

The January 12, 2016 regular meeting of the District IV Advisory Committee of the Monroe County Tourist Development Council was called to order by Chairperson Patti Stanley at 2:02 p.m. at the Islander Resort, Islamorada. DAC Members Present Were: Mr. Scott Baste, Ms. Wendy Gentes, Mr. John Harrison, Mr. Stephen Kurutz, Ms. Kara Lundgren, Ms. Stephanie Scuderi, and Mr. Robert Stober DAC Members Absent Were: Ms. Debbie Pierog (1st absence in Fiscal Year) TDC Representative Present: Mr. James Bernardin Agencies Present Were: Mr. John Underwood and Mr. Eric Gitlin– Tinsley Advertising, Ms. Julie Botteri - Web Editor and Public Relations Stringer NewmanPR, Mr. Clinton Barras – Floridakeys.com Administrative Staff Present Were: Mr. Harold Wheeler, Ms. Maxine Pacini and Ms. Ammie Machan

December 1, 2015 Regular Meeting Minutes November 3, 2015 TDC Meeting Minutes – FYI FY 2016 Budget Four Penny Revenue Report Monthly Report from NewmanPR – FYI Advertising Recap – FYI Smith Travel Research Report – FYI Vacation Rental Occupancy & Rate Report – FYI Tourism Impact Infographic – FYI Visitor Information Service Report – FYI Floridakeys.com Report – FYI District Google Analytics Operations Manual Update – FYI Review of Recent Events Funded by DAC Update re: December 15, 2015 TDC Meeting

FY

D.1. D.2. E.1. E.2. F.1. G.1. H.1. H.2. H.3. I.1. J.1. J.2. L.1. L.2. L.3.

I

Approval of Agenda and Bulk Items: Ms. Gentes moved approval of the agenda with the following bulk agenda items:

Ms. Scuderi seconded. Motion passed unanimously. Mr. Stober arrived at 2:06

Consideration and Action re: Media Spend February – April: Mr. Gitlin presented the proposed additional media spend which would utilize $70,000 DAC IV Advertising Resources. The proposal would include digital media with a tie into Netflix Bloodline. Mr. Gitlin explained that a 15 second preroll ad would play before any Bloodline content video. Local spot television ads would include the New York and Chicago Markets. These campaigns would run February through April 2016. Ms. Lundgren moved approval of the February – April media spend in an amount of $70,000 DAC IV Advertising Resources. Mr. Kurutz seconded. Motion passed unanimously.

District IV Advisory Committee January 12, 2016 Page 2

Consideration and Action re: FY 2016 2nd Round Capital Funding Applications: Florida Keys History and Discovery Foundation, Inc., “Communities” Permanent Exhibit, $30,000 (expiration 9/30/16): Ms. Jill Miranda- Baker was in attendance to give an overview of the project and answer questions on the project. Ms. Gentes moved approval to fund the Florida Keys History and Discovery Center, Inc. for the “Communities” Permanent Exhibit in an amount of $30,000 DAC IV, FY 2016 Capital Resources. Mr. Harrison seconded. Motion passed unanimously.

FY

I

Islamorada, Village of Islands, Green Turtle Hammock Park New Playground Equipment, $7,599 (expiration 9/30/16): Ms. Ana Hernandez was in attendance to answer questions on the project. Ms. Lundgren asked for the status of the houses located in the park. Ms. Hernandez responded that the largest house, located farthest from the proposed location of the playground, is in disrepair and that it is unknown if it will be repaired or torn down. The smaller house, located closest to the proposed location of the playground, is used by public works as a break room. Ms. Lundgren expressed concern with the safety of the buildings. Ms. Stanley inquired as to the restroom facilities available at the park. Ms. Hernandez replied that currently there is a Port-O-Let located on the property. Ms. Lundren felt that this is good project, but that it needs to be expanded. Ms. Stanley asked Ms. Hernandez if the Village had looked into doing other projects at the park. Ms. Hernandez responded, yes. After some discussion it was the consensus that the committee felt that the playground equipment should be a part of a larger project designed for the park. Mr. Baste moved to not fund Islamorada, Village of Islands for the Green Turtle Hammock Park New Playground Equipment Project. Ms. Lundgren seconded. A roll call vote was taken with the following results: Mr. Scott Baste Yes Ms. Wendy Gentes No Mr. John Harrison Yes Mr. Stephen Kurutz No Ms. Kara Lundgren Yes Ms. Stephanie Scuderi No Mr. Robert Stober Yes Ms. Patti Stanley Yes Motion Passed.

The Florida Keys History of Diving Museum, Inc., Air Delivery to Divers $8,500 (expiration 9/30/16): Ms. Lisa Mongelia was present to provide an overview of the project and to answer questions. Ms. Gentes moved approval to fund The Florida Keys History of Diving Museum, Inc. for the Air Delivery to Divers project in an amount of $8,500 DAC IV, FY 2016 Capital Resources. Ms. Lundgren seconded. Motion passed unanimously. General Discussion: Mr. Wheeler spoke on the recent round table discussion hosted by Senator Jack Latvala and Representative Holly Raschein on Florida Keys tourism. He reported a turnout of 41 attendees. Issues discussed at the meeting included Visit Florida Funding, Monroe County TDC and affordable housing issues.

District IV Advisory Committee January 12, 2016 Page 3

Ms. Stanley inquired if Airbnb rentals and an increase of second home owners were contributing to traffic. Mr. Wheeler responded that, yes, there has been an increase in the number of second homes in the Keys, and an increase in the number of visitors coming down for just the day which has increased the number of cars on the road. He also replied that Airbnb rentals have another issue that the Florida Association of Destination Marketing Organizations (FADMO) has recommended that Airbnb require a property to have a rental license to advertise on their website and to have a process collect tax on rentals.

FY

I

There being no further business the meeting was adjourned at 3:16 p.m.

Agenda Item #

O.4.b.

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT: IV

AGENDA ITEM WORDING:

Consideration and Action re: Agreement with Islamorada Chamber of Commerce, Inc. to Provide Visitor Information Services

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: Approval

TOTAL COST:

$157,500.00 per year

ALLOCATED FROM:

District IV

REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

DATE:

March 11, 2016

To:

Tourist Development Council

FROM:

Harold Wheeler, TDC Director

RE:

Consideration and Action re: Agreement with Islamorada Chamber of Commerce, Inc. to Provide Visitor Information Services

Our agreement with The Islamorada Chamber of Commerce, Inc. to provide Visitor Information Services (VIS) to answer potential visitor inquires and to promote tourism expires September 30, 2016. The current agreement provides these services for an amount not to exceed $157,500 per year. The TDC staff met with the Chamber and exchanged needed VIS scope of service information by email, to provide the appropriate services provided by staff. The District IV Advisory Committee at their meeting of March 1, 2016 reviewed the scope of services, and approved them as presented. The DAC agreed to a three (3) year agreement with an option to extend for an additional two (2) year period. The DAC approved the compensation of $157,000 per year for the first three (3) years. If the agreement is extended for two (2) additional years, there will be a five percent (5%) increase in compensation, and the compensation shall be $165,375 per year. A copy of the complete agreement is attached for your approval. This agreement has been approved by the County Attorney’s office and signed by the Islamorada Chamber of Commerce. If approved by the TDC, the agreement will be placed on the April BOCC Agenda for final approval.

ISLAMORADA VISITOR INFORMATION SERVICES AGREEMENT THIS AGREEMENT (“Agreement”) is entered into this day of , 2016, by and between Monroe County, Florida, a political subdivision of the state of Florida (“County”), and the Islamorada Chamber of Commerce, Inc., a Florida nonprofit corporation (“Provider”). WITNESSETH: WHEREAS, Provider is uniquely qualified to provide Visitor Information Services (“VIS”) to answer potential visitor inquiries and to promote tourism; and WHEREAS, Provider has been furnishing Visitor Information Services to County for thirteen years; and WHEREAS, County and Provider currently have a contractual arrangement for services through September 30, 2016; and WHEREAS, the Tourist Development Council (“TDC”), an advisory board to County’s Board of County Commissioners (“BOCC”) has recommended to County that a new agreement for Visitor Information Services be entered into with Provider; and WHEREAS, County desires to enter into this Agreement for Visitor Information Services with Provider; NOW THEREFORE, in consideration of the mutual covenants contained herein, the parties agree as follows: 1. TERM: The term of this Agreement is for a period of three years beginning October 1, 2016 and expiring on September 30, 2019. The Agreement may be extended for an additional term of two years by agreement of the parties with a 5 percent (5%) increase in compensation, as further outlined below. 2. SCOPE OF SERVICES: The Provider shall, pursuant to this Agreement, provide Visitor Information Services as described herein: a. The Provider shall respond to all telephone inquiries from generic and district toll free number(s), and from the Chamber’s (305) line(s) with information about the Florida Keys and any specified district destination within the Keys. b. The Provider shall retrieve and record all information from callers or e-mail inquiries resulting in mail fulfillment required by the VIS software program provided by the County, which includes the name, address and zip code of the caller. The Provider shall request that all callers complete the TDC Visitor Inquiry Survey. Provider shall verbally survey consenting callers on a list of questions provided by the TDC, and shall record the visitor responses in the VIS software, according to Exhibit A attached Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

1

hereto. The TDC may request that Provider refer e-mail inquiries to a web survey in its return correspondence via web link provided by the TDC. c. Provider shall respond to all e-mail (Internet) inquiries for fulfillment requests and interact with potential visitors requests for destination information. d. Provider shall respond to all Live Chat (internet) requests and chat live with potential visitors to fulfill their requests for destination information, 9:00 a.m. – 5:00 p.m., Monday through Friday; excluded holidays and other business closures permitted in this Scope of Services. County shall provide Live Chat software on the TDC website to send chat inquiries directly to the Chambers of Commerce. County shall serve as administrator of Live Chat software; including, but not limited to setting up Chamber Operator user accounts, generating reports of chat volumes by Chamber, and providing chat transcripts upon request to Chamber heads for their employees. e. Provider shall respond to all Contact Me referrals (potential visitor request for a tourist information operator to contact them entered via the website when Chat services are not available) and call or email potential visitors to fulfill their request for destination information, 9:00 a.m. – 5:00 p.m., Monday through Friday; excluded holidays and other business closures permitted in this Scope of Services. County shall provide Contact Me feature via the Chat Live software on the TDC website to send call and/or email requests directly to the Chambers of Commerce. f. Provider shall give the TDC official website address www.fla-keys.com as the first response for destination web site information, and shall introduce the official TDC website to all caller and e-mail inquiries as a source for further information on the destination. This provision shall not preclude Provider from introducing its own web site as a secondary source of information. g. Provider shall respond to all telephone and Internet inquiries for the benefit of Monroe County as a whole and not for the benefit of Provider or its members. Provider shall not discriminate between chamber and non-chamber members in its responses where generic/district materials are provided by the TDC to Provider. h. Provider may make referrals to lodging accommodations; however, it shall do so in a manner that provides fair and equitable distribution of referrals to all entities in Provider’s district, matching the inquirer’s criteria, which collect and remit to the County the tourist development tax, with no preferential treatment for any entity having a business relationship with the Provider. Further, Provider, shall have and maintain the following: (i) a binding agreement to hold harmless and indemnify the County from any claims of liability, loses and causes of action which may arise out of or as a result of the referrals; (ii) general liability insurance with a minimum of $1 million coverage which includes Monroe County as a named insured; and Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

2

i.

All visitor-related collateral requests shall be entered into the TDC VIS system on a daily basis by Provider to be accessed by the TDC. Provider may produce collateral material for its district and provide mail fulfillment of said material internally or by subcontract. This provision shall not preclude the Provider from downloading visitor data entered by Provider into the TDC VIS system to create or maintain visitor mailing lists.

j.

Provider is prohibited from distributing visitor name and address information recorded from visitor collateral requests to third parties without the express verbal or written consent of the visitors. Provider shall at all times comply with the Telecommunications Act, relevant Postal Regulations or other regulations regarding third party mail distribution. The TDC VIS software program will provide a recording mechanism which Provider may use to designate visitors who have affirmatively indicated a desire to receive collateral material from a third party. The Provider shall have and maintain a binding agreement to hold harmless and indemnify the County from any claims of liability, identity theft, bodily harm, loss of life, invasion of privacy, theft identity, and all other losses and causes of action which may arise out of or as a result of the distribution of visitor information by the Provider to a third party. k. The provider shall provide live telephone and Internet service, the minimum of which shall be as follows: 9:00 a.m. to 5:00 p.m. Monday through Friday, 9:00 a.m. to 4:00 p.m. on Saturday, 9:00 a.m. to 3:00 p.m. on Sunday. The Provider may be closed on Thanksgiving, Christmas Day, New Year’s Day, Memorial Day, Easter Sunday, Fourth of July and Labor Day. Sub-contracted live operator(s), voicemail, answering machine or similar procedures will be provided to capture required information during off hour operation. l.

The Provider shall provide Visitor Information Services to visitors walking into the facility during the regular working hours of 9:00 a.m. to 5:00 p.m. Monday through Friday, 9:00 a.m. to 4:00 p.m. on Saturday, 9:00 a.m. to 3:00 p.m. on Sunday. The Provider will be closed on Thanksgiving, Christmas Day, New Year’s Day, Memorial Day, Easter Sunday, Fourth of July and Labor Day.

m. Provider may cease fulfillment of service minimum as outlined in items k and l in this agreement following an official ordered evacuation of Monroe County residents in its district without penalty or loss of compensation by the County. Further, in the event of a tropical storm warning or hurricane warning to Monroe County, Provider may at its discretion adjust its hours of operation to ensure the safety of its staff, and facility, without penalty or loss of compensation by the County. In the event of closure due to weather events as outlined above, Provider shall not be required to resume contractual service minimum until such a time as: i. tropical storm and/or hurricane warnings for its district have been lifted ii. resident evacuation orders for its district have been lifted iii. Provider has determined its facility has adequate resources (such as power) and is by its determination sufficiently safe to resume its operations. Providers who are able to remain operational when weather events force closure of other providers shall upon request service calls re-routed by the TDC.

Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

3

n. The Provider shall provide fast Internet access to the TDC web site, TDC VIS software and Chat Live web applications for all staff members fulfilling Visitor Information Service program requirements as outlined in this agreement. The Provider shall be responsible for the provision and proper maintenance of computer equipment and Internet connections utilized by the staff members to access the Internet in fulfillment of Visitor Information Services requirements. The TDC shall be responsible for the provision and proper maintenance of the VIS software. o. The Visitor Information Service program is subject to review and periodic change by the Monroe County Tourist Development Council. Any significant change resulting in additional costs and/or time in the scope of services, requires the written and signed consent of both parties as an amendment to this Agreement. p. The toll-free number telephone lines for which the tourist development tax pays, shall be used only for tourism-related business purposes including, fulfillment of Call Me requests. q. County shall provide the toll-free number phone lines and routing services to handle the service required by this Agreement. r. County shall provide a link and e-mail forwarding from the TDC website directly to the Provider’s website. s. Provider shall distribute to all Chambers of Commerce in Monroe County, and to the TDC, at a mutually agreed upon time and frequency, a list of the most frequently asked questions by visitors about its district, and the recommended tourism operator responses. The TDC may also furnish to the Provider a list of visitors’ frequent generic destination questions and the recommended tourism operator responses. (See EXHIBIT B) Provider shall disseminate the information to staff for training purposes. 3. COMPENSATION: Compensation shall be paid, subject to availability of Tourist Development Tax Funds and approval as follows: a. The County shall pay to the Provider for services rendered the amount of $157,500 (One hundred and fifty seven thousand and five hundred dollars) per year. Amount shall be paid in twelve (12) monthly payments of $13,125 (Thirteen thousand one hundred and twenty five dollars) per year pursuant to the Florida Local Government Prompt Payment Act upon receipt of a proper invoice. The payment shall occur after TDC’s administrative office verifies and certifies that the requirements and data as set forth within the agreement entered into by and between Provider and the County have been fully performed. Payment under this agreement is contingent upon annual appropriation by the County. b. If the option to extend the agreement for an additional two years is exercised by the parties, the annual agreement amount shall be increased by 5% to $165,375 per year.

Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

4

c. Periodic monitoring efforts shall be conducted by the TDC for the purposes of system review and compliance of agreement requirements. Monroe County’s performance and obligation to pay under this agreement, is contingent upon an annual appropriation by the BOCC. 4. INDEMNIFICATION: Provider covenants and agrees to indemnify and hold harmless Monroe County Board of County Commissioners from any and all claims for bodily injury (including death), personal injury, and property damage (including property owned by Monroe County) and any other losses, damages, and expenses (including attorney’s fees) which arise out of, in connection with, or by reason of services provided or not provided by Provider or any of its Subcontractor(s) in any tier, occasioned by the negligence, errors, or other wrongful act of omission of the Provider or its Subcontractors in any tier, their employees, or agents. In the event that the service is delayed or suspended as a result of the Provider’s failure to purchase or maintain the required insurance, the Provider shall indemnify the County from any and all increased expenses or lost revenue resulting from such delay. The first ten dollars ($10.00) of remuneration paid to the Provider is for the indemnification provided for above. The extent of liability is in no way limited to, reduced, or lessened by the insurance requirements contained elsewhere within this agreement. The provisions of this section shall survive the expiration or earlier termination of this agreement. 5. APPROVAL AND CHANGES: The TDC shall have the sole and exclusive right to approve or reject changes to the software program, format of questions required to be asked of callers, and other program requirements of the Visitor Information System, in which case the TDC’s directions shall be immediately implemented. Periodic monitoring efforts shall be conducted by the TDC for the purposes of system review with feedback to Provider to encourage improvement in the quality of service in conjunction with modifications to established standards and training tools made available by TDC to the Provider. 6. RECORDS - ACCESS AND AUDITS: Separate and apart from the Provider’s normal business records, the Provider shall maintain books, records and documents concerning the contracted services. As used herein, the term “records” includes electronic data. These records shall be maintained in compliance with generally accepted accounting principles and such records must remain available for at least five (5) years after completion of this agreement. The Provider shall provide TDC/County access to any of the books, records or documents concerning the contracted services during regular business hours, upon reasonable notice. In the event such inspection by TDC/County reveals a substantial failure on the part of the Provider to carry out the contracted services, the TDC/County shall make a written demand upon the Provider to repay a reasonable amount of the funds received by the Provider for the unfulfilled contracted services. The TDC/County and Provider agree to attempt to resolve such exceptions/repayments in good faith. In addition, these records are subject to disclosure pursuant to Chapter 119 of the Florida Statutes and the TCD/COUNTY shall have the right to unilaterally cancel this Agreement upon violation of this provision by Provider. Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

5

Pursuant to F.S. 119.0701, Provider and its subcontractors shall comply with all public records laws of the State of Florida, including but not limited to: (a) Keep and maintain public records that ordinarily and necessarily would be required by Monroe County in order to perform the service. (b) Provide the public with access to public records on the terms and conditions that Monroe County would provide the records and at a cost that does not exceed the cost provided in Florida Statutes, Chapter 119 or as otherwise provided by law. (c) Ensure that public records that are exempt or confidential and exempt from public records disclosure requirements are not disclosed except as authorized by law. (d) Meet all requirements for retaining public records and transfer, at no cost, to Monroe County all public records in possession of the agreement or upon termination of the agreement and destroy any duplicate public records that are exempt or confidential and exempt from public records disclosure requirements. All records stored electronically must be provided to Monroe County in a format that is compatible with the information technology systems of Monroe County. 7. TERMINATION: Either party shall have the right to cancel this Agreement at its sole discretion with or without cause upon one hundred and twenty (120) days prior written notice to the other party. Upon any termination including the natural termination of this Agreement, Provider shall deliver to the County all papers, software, equipment and other material related to the work performed under this agreement. 8. DISCLOSURE OF INTERESTS: The Provider agrees that it has provided to the County prior to the execution of this Agreement written disclosure of any existing financial interest in the business of its suppliers or Provider’s subcontractor’s utilized in fulfillment of this Agreement, and shall disclose said interests as they may arise from time to time. The Provider shall be required to list any or all potential conflicts of interest, as defined by Florida Statutes Chapter 112 and Monroe County Code, and shall disclose to the County and TDC all actual or proposed conflicts of interest, financial or otherwise, direct or indirect, involving any client’s interest which may conflict with the interest of the County and TDC. 9. LAWS AND REGULATIONS: Provider shall comply fully with all Local, State and Federal laws and regulations, including state and local licensing laws and ordinances. 10. TAXES: The County and TDC are exempt from Federal Excise and State of Florida Sales and use Taxes. The County is not responsible for any taxes incurred by Provider. 11. FINANCE CHARGES: The County and TDC will not be responsible for any finance charges. 12. FORCE MAJEURE: Provider shall not be liable for delay in performance or failure to perform, in whole or in part, the services due to the occurrence of any contingency

Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

6

beyond its control or the control of any of its subcontractors or suppliers, including labor dispute, strike, labor shortage, war or act of war, whether an actual declaration thereof is made or not, insurrection, sabotage, riot or civil commotion, act of public enemy, epidemic, quarantine restriction, accident, fire, explosion, storm, flood, drought or other act of God, act of any governmental authority, jurisdictional action, or insufficient supply of fuel, electricity, or materials or supplies, or technical failure where Provider has exercised reasonable care in the prevention thereof, and any such delay or failure shall not constitute a breach of this Agreement. 13. ASSIGNMENT: The Provider shall not assign, transfer, convey, sublet or otherwise dispose of this agreement, or of any or all of its rights, title or interest therein or information generated or collected in the performance of this agreement (other than responses to public information requests from any person or entity whether in or out of state), without prior written consent of the County and TDC. 14. COMPLIANCE WITH LAWS-NONDISCRIMINATION: The Provider shall comply with all international, federal, state and local laws and ordinances applicable to the work or payment for work thereof, and shall not discriminate on the grounds of race, color, religion, sex, age, gender orientation, or national origin in the performance of work under this Agreement. This Agreement shall be subject to all international, federal, state, and local laws and ordinances concerning discrimination. 15. INSURANCE: The Provider shall maintain the following required insurance throughout the entire term of this agreement and any extensions. Failure to comply with this provision may result in the immediate suspension of all work until the required insurance has been reinstated or replaced. Delays in the completion of work resulting from the failure of the Provider to maintain the required insurance shall not extend any deadlines specified in this agreement and any penalties and failure to perform assessments shall be imposed as if the work had not been suspended, except for Provider’s failure to maintain the required insurance. The Provider shall provide, to the County, as satisfactory evidence of the required insurance, either: * Certificate of Insurance or * A Certified copy of the actual insurance policy The County, at its sole option, has the right to request a certified copy of any or all insurance policies required by this agreement. All Insurance policies must specify that they are not subject to cancellation, nonrenewal, material change, or reduction in coverage unless a minimum of thirty (30) days prior notification is given to the County by the insurer. The acceptance and/or approval of the Provider’s insurance shall not be construed as relieving the Provider from any liability or obligation assumed under this agreement or imposed by law. The Monroe County Board of County Commissioners, its employees and officials will be included as “Additional Insured” on all policies, except for Workers’ Compensation. Any deviations from these General Insurance Requirements must be requested in writing from the County. Such requests shall be prepared from the County’s form entitled “Request for Waiver of Insurance Requirements” and approved by Monroe County Risk Management. Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

7

A. Prior to the commencement of work governed by this agreement the Provider shall obtain Workers’ Compensation Insurance with limits sufficient to respond to Florida Statute 440. In addition, the Provider shall obtain Employers’ Liability Insurance with limits of not less than: $100,000 Bodily Injury by Accident $500,000 Bodily Injury by Disease, policy limits $100,000 Bodily Injury by Disease, each employee Coverage shall be maintained throughout the entire term of the agreement. Coverage shall be provided by a company or companies authorized to transact business in the state of Florida and the company or companies must maintain a minimum rating of A-V1, as assigned by the A.M. Best Company. B. Prior to the commencement of work governed by this agreement, the Provider shall obtain General Liability Insurance. Coverage shall be maintained throughout the life of the agreement and include, as a minimum: • Premises Operations and Contents • Products and Completed Operations • Blanket Contractual Liability • Personal Injury Liability • Expanded Definition of Property Damage The minimum limits acceptable shall be: $1,000,000 Combined Single Limit (CSL) If split limits are provided, the minimum limits acceptable shall be: $ 500,000 per person $1,000,000 per Occurrence $ 100,000 Property Damage An Occurrence Form policy is preferred. If coverage is provided on a Claims Made policy, its provisions should include coverage for claims filed on or after the effective date of this agreement. In addition, the period for which claims may be reported should extend for a minimum of twelve (12) months following the acceptance of work by the County. The Monroe County Board of County Commissioners shall be named as Additional Insured on all policies issued to satisfy the above requirements. 16. GOVERNING LAW/VENUE: This Agreement shall be governed by and construed in accordance with the laws of the State of Florida applicable to contracts made and to be performed entirely in the State. In the event that any cause of action or administrative proceeding is instituted for the enforcement or interpretation of the agreement, the County and Provider agree that venue shall lie in the appropriate court or before the appropriate administrative body in Monroe County, Florida. This Agreement shall not be subject to arbitration.

Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

8

The County and Provider agree that, in the event of conflicting interpretation of the terms or a term of this Agreement by or between any of them the issue shall be submitted to mediation prior to the institution of any other administrative or legal proceedings. 17. ENTIRE AGREEMENT: This writing embodies the entire Agreement and understanding between the parties hereto, and there are not other agreements and understandings, oral or written, with reference to the subject matter hereof that are not merged herein and superseded. In order to be effective, any amendment to this Agreement shall be in writing, approved by the Board of County Commissioners of Monroe County, and executed by both parties. 18. PROPERTY RIGHTS: The County shall own all equipment and materials supplied by them for the Visitor Information Services program including software and databases. For the purposes of the public records act, all data entered into the Monroe County Tourist Development Council’s computer network system shall be County material. 19. SEVERABILITY: If any provisions of this Agreement shall be held by a Court of competent jurisdiction to be invalid or unenforceable, the remainder of this agreement, or the application of such provision other than those as to which it is invalid or unenforceable, shall not be affected thereby; and each provision of this Agreement shall be valid and enforceable to the fullest extent permitted by law. 20. NOTICE: Any notice required or permitted under this Agreement shall be in writing and hand delivered or mailed, postage prepaid, to the other party by certified mail, returned receipt requested, to the following: FOR COUNTY Executive Director, TDC 1201 White Street, Suite 102 Key West, FL 33040

AND

Monroe County Attorney PO Box 1026 Key West, FL 33041

FOR PROVIDER President Islamorada Chamber of Commerce 83274 Overseas Highway PO Box 915 Islamorada, FL 33036 21. AUTHORITY: Each of the signatories for the Provider below certifies and warrants that: a) The Provider’s name in the Agreement is the full name as designated in its corporate charter. b) They are empowered to act and contract for the Provider. c) This Agreement has been approved by the Provider’s Board of Directors. 22. ETHICS CLAUSE: Provider warrants that it has not employed, retained or otherwise had act on its behalf any former County officer or employee in violation of Section

Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

9

2 of Ordinance No. 10-1990 or any County officer or employee in violation of Section 3 of Ordinance No. 10-1990. For breach or violation of the provision the County may, at its discretion terminate this agreement without liability and may also, at its discretion, deduct from the contract or purchase price, or otherwise recover, the full amount of any fee, commission, percentage, gift, or consideration paid to the former or present County officer or employee. 23. PUBLIC ENTITY CRIME STATEMENT: A person or affiliate who has been placed on the convicted vendor list following a conviction for public entity crime may not submit a bid on a contract to provide any goods or services to a public entity, may not submit a bid on a contract with a public entity for the construction or repair of a public building or public work, may not submit bids on leases of real property to public entity, may not be awarded or perform work as a contractor, supplier, subcontractor, or consultant under a contract with any public entity, and may not transact business with any public entity in excess of the threshold amount provided in section 287.017, Florida Statutes for CATEGORY TWO for a period of 36 months from the date of being placed on the convicted vendor list. By execution of this document, Provider states that it is not disqualified by the statement above. 24. NON-WAIVER OF IMMUNITY: Notwithstanding the provisions of Sec. 768.28, Florida Statutes, the participation of the Provider and the TDC/BOCC in this Agreement and the acquisition of any commercial liability insurance coverage, self-insurance coverage, or local government liability insurance pool coverage shall not be deemed a waiver of immunity to the extent of liability coverage, nor shall any contract entered into by the COUNTY be required to contain any provision for waiver. 25. SECTION HEADINGS: Section headings have been inserted in this Agreement as a matter of convenience of reference only, and it is agreed that such section headings are not a part of this Agreement and will not be used in the interpretation of any provision of this Agreement. 26. BINDING EFFECT: The terms, covenants, conditions, and provisions of this Agreement shall bind and inure to the benefit of the TDC/BOCC and Provider and their respective legal representatives, successors, and assigns. 27. COOPERATION: In the event any administrative or legal proceeding is instituted against either party relating to the formation, execution, performance, or breach of this Agreement, TDC/BOCC and Provider agree to participate, to the extent required by the other party, in all proceedings, hearings, processes, meetings, and other activities related to the substance of this Agreement or provision of the services under this Agreement. TDC/BOCC and Provider specifically agree that no party to this Agreement shall be required to enter into any arbitration proceedings related to this Agreement. 28. COVENANT OF NO INTEREST: Provider and TDC/BOCC covenant that neither presently has any interest, and shall not acquire any interest, which would conflict in any manner or degree with its performance under this Agreement, and that only interest of each is to perform and receive benefits as recited in this Agreement. Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

10

29. CODE OF ETHICS: TDC/BOCC agrees that officers and employees of the TDC/BOCC recognize and will be required to comply with the standards of conduct for public officers and employees as delineated in Section 112.313, Florida Statutes, regarding, but not limited to, solicitation or acceptance of gifts; doing business with one’s agency; unauthorized compensation; misuse of public position, conflicting employment or contractual relationship; and disclosure or use of certain information. 30. PRIVILEGES AND IMMUNITIES: All of the privileges and immunities from liability, exemptions from laws, ordinances, and rules and pensions and relief, disability, workers’ compensation, and other benefits which apply to the activity of officers, agents, or employees of any public agents or employees of the COUNTY, when performing their respective functions under this Agreement within the territorial limits of the COUNTY shall apply to the same degree and extent to the performance of such functions and duties of such officers, agents, volunteers, or employees outside the territorial limits of the COUNTY.

Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

11

IN WITNESS WHEREOF, the parties hereto have executed this agreement the day and year first above written (SEAL) Attest: Amy Heavilin, Clerk

Board of County Commissioners of Monroe County

Deputy Clerk (CORPORATE SEAL) Attest:

Mayor/Chairman

Islamorada Chamber of Commerce, Inc.

By. Secretary

By

____________________________ Print Name

_____________________________ Print Name

President

AND TWO WITNESSES (1)__________________________

(2) _________________________

Print Name: __________________

Print Name: _________________

Date: ________________________

Date: ______________________

Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

12

Exhibit A Mail Fulfillment Required Data o o o o o o o

Name Business Name (if Travel Agent or Business Address) Street Address Zip Code City State or Province County (if non U.S.)

Visitor Information Survey o What kinds of activities are you interested in? a. Fishing Deep Sea b. Fishing Back Country c. Diving d. Snorkeling d. Marinas e. Sailing f. Boat Rentals g. Attractions h. Dining/Entertainment i. Weddings j. Real Estate/Relocation k. Coupon Book l. Guided/Nature Tours m. Water Sports n. Cultural Events/Theatre/Music o. Fishing Tournament p. Honeymoons q. Kids/Family/Vacations r. Weather o What kinds of accommodations are you interested in? a. Hotels/Motels b. B&Bs/Guesthouses c. Vacation Rentals d. Campground/R.V. Parks o Are you a travel agent or consumer? o What month are you planning to travel to the Florida Keys? o How are will you be traveling? a. Commercial Airline c. Automobile d. RV f. Cruise ship h. Undecided

b. d. e. g.

Private Plane Tour bus Private Boat Fly/Drive

o How long will you stay? o How many people will be in your travel party? Children under 17? o What number did you dial to reach us today? o Do you recall seeing any advertising for the Florida Keys and Key West in the past 3 months? Generic type and specific source. o Would you like a brochure? Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

13

Exhibit B Generic Destination Frequently Asked Visitor Questions & Appropriate Responses Q.1. A.1.

How long does it take to see the entire Florida Keys? About one to two weeks

Q.2. A.2.

How can I get to the Florida Keys? The Florida Keys are directly accessible by plane, via our two airports Marathon and Key West, car, bus, ferry and Cruise Ship. You can also travel to nearby destinations in Florida via train, plane, bus, etc. and continue on to the Keys through a rented car, shuttle service, ferry or bus.

Q.3. A.3.

Is there a web site where I can find more information on the Florida Keys? Yes, www.fla-keys.com.

Q.4.

How long does it take to get to the Keys? All times and distance are to Upper Keys. Add one hour to times for Middle Keys and two hours to times for Lower Keys. City, State Miles Kilometers Driving Time Miami, FL 50 80 1 hour Ft. Myers, FL 200 320 4 hours Tampa, FL 300 480 6 hours Orlando, FL 280 450 6 hours Gainesville, FL 380 610 8 hours Tallahassee, FL 530 850 10 hours Jacksonville, FL 490 780 10 hours Savannah, GA 530 850 11 hours Macon, GA 630 1,010 13 hours Charleston, SC 630 1,010 13 hours Atlanta, GA 700 1,120 14 hours Pensacola, FL 720 1,150 14 hours Montgomery, AL 740 1,200 15 hours Birmingham, AL 860 1,370 17 hours Charlotte, NC 884 1,400 18 hours New Orleans, LA 910 1,500 18 hours Louisville, KY 1,140 1,824 23 hours

A.4.

Q.5. A.5.

Do you know of any special deals or bargains? If you know of any special deals or bargains from accommodations please provide to the caller, else state: Special deals or bargains can generally be found in our off-season. Accommodations prices generally begin reducing during the early summer months and are lowest generally during the fall. However, special events or holidays can affect prices.

Q.6.

I’ve heard there is a hurricane/tropical storm headed for the Florida Keys, how can I get more information?

Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

14

A.6.

You can visit the official Florida Keys and Key West website, www.fla-keys.com, for information such as any storm warnings affecting the Florida Keys, answers to frequently asked questions about hurricanes and other tips for visitor safety. You can also tune into the Weather Channel for the Tropical update at 50 minutes past the hour.

Q.7. A.7.

Do you have any Gay friendly accommodations? There are Gay friendly accommodations throughout the Florida Keys. You can visit the official Florida Keys and Key West website, www.fla-keys.com, to see which accommodations are self-designated as Gay friendly.

Q.8. Q.8.

What types of accommodations do you have? Provide caller with categories of accommodation types available in your area, such as Hotels, Motels, Bed and Breakfasts, Guest Houses, RV parks, Campgrounds. Also use descriptive terms of accommodations in your area where appropriate. For example, large chain hotels to Mom & Pop type hotels, quaint B&Bs and guest houses, waterfront RV parks & campgrounds, etc.

Q.9. Q.9.

What types of restaurants do you have? Highlight unique dining experiences of the Florida Keys and Key West, such as local seafood or conch-fusion cuisine, while also providing caller with some general restaurant types available in your area. Examples of restaurant types include: Fine dining, family style, pubs, diners, fast food, ethnic, seafood, vegetarian, cafeteria style, cafes, chain, fast food, etc. Also use descriptive terms for restaurants in your area were appropriate. For example, “We have many wonderful dining choices including restaurants specializing in our famous local cuisine which infuses Cuban, Bohemian and American specialties, fresh local seafood, fine-dining, family-style and casual restaurants.”

In addition, Operators should be able to provide information appropriate to their area for the following questions: Q.10. Q.11. Q.12. Q.13. Q.14.

Is there any nightlife available? What type of family activities are there? Where can I (snorkel, dive, fish, swim, sail, visit the reef)? Do you have any special events going on? Are there any pet friendly accommodations?

Islamorada Chamber of Commerce Visitor Information Services – FY 2017 ID #: 1676

15

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

O.4.c.

March 22, 2016 DISTRICT: IV

AGENDA ITEM WORDING:

Consideration and Action re: Beach Road Trip Weekend Assignment of Contract

ITEM BACKGROUND:

The District IV Advisory Committee at their meeting of August 11, 2015 moved approval to fund Beach Road Trip Weekend, Inc. in an amount not to exceed $10,000, DAC IV, FY 2016 Event Resources for Beach Road Trip Weekend in November 2016. TDC and BOCC approved same within the original agreement. Beach Road Trip Weekend, Inc. has requested approval to sign the event agreement over to BRT Weekend. The District IV Advisory Committee at their meeting of March 1, 2016 approved the request to assign the event agreement. Attached is a copy of the request to assign the agreement to the new entity, and the required amendment. Upon approval by the TDC, this item will be placed on the April 20, 2016 BOCC Agenda for final approval.

PREVIOUS DAC/TDC ACTION:

____

RECOMMENDATION: Approval

TOTAL COST:

No cost involved to amend this agreement

ALLOCATED FROM:

District IV

REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

O.5.a.

March 22, 2016 DISTRICT: V

AGENDA ITEM WORDING:

DAC V Regular Meeting Minutes - FYI

ITEM BACKGROUND:

The next DAC V meeting minutes will be provided in your May meeting packet. Minutes of the District V Advisory Committee meeting are provided as an FYI. TDC does not approve the minutes.

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

Agenda Item #

O.5.b.

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT: V

AGENDA ITEM WORDING:

Consideration and Action re: Margaret Laron/Lodging Representative

ITEM BACKGROUND:

See attached application. This position was advertised due the resignation of Mr. Howard Kolbenheyer. The District V Nomination Committee has recommended the appointment of Ms. Margret Laron as District V Lodging Representative to March 21, 2019

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: Approval

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

____

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

P.1.

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Minutes of Cultural Umbrella Meeting - FYI

ITEM BACKGROUND:

The next meeting of the Cultural Umbrella is scheduled for April 26, 2016. Meeting minutes will be provided in your June meeting packet. Minutes of the Cultural Umbrella meeting are provided as an FYI. TDC does not approve the minutes.

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

TDC Administrative Office

PROVIDED BY:

Cultural Umbrella

DEADLINE DATE:

March 11, 2016

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

Q.1.

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Minutes of Fishing Umbrella Meeting - FYI

ITEM BACKGROUND: Attached

Minutes of the Fishing Umbrella meeting are provided as an FYI. TDC does not approve the minutes.

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

TDC Administrative Office

PROVIDED BY:

Fishing Umbrella

DEADLINE DATE:

March 11, 2016

MINUTES Fishing Umbrella General and Recommendation Committee Meeting October 7, 2015 7:00 p.m. at Hyatt Place Faro Blanco Lighthouse Grill *Any person that wishes to be heard on any agenda item shall notify administrative staff prior to the start of the meeting.

GENERAL MEETING AGENDA: 1. Call general meeting to order 7:07 PM 2. Roll Call: Board of Directors Jim Sharpe Mike Weinhofer John Crockett Tammie Gurgiolo Bernice Dionne Dianne Harbaugh Barbara Hewlett Stuart Newman Associates Julie Botteri Tinsley Advertising John Underman Scott Sussman Administrator Christina Weinhofer 3. Consideration/Action: Any additions, changes or deletions to the agenda Motion by Dianne Harbaugh, seconded by Mike Weinhofer to approve fishing umbrella agenda. Unanimous vote. 4. Consideration/Action: Contract with TDC/BOCC - Item 2 Scope of Work: A, B, & C Motion by Mike Weinhofer, second by Dianne Harbaugh review the fishing umbrella contract which expires in September 2016. Unanimous vote

1

MINUTES Fishing Umbrella General and Recommendation Committee Meeting October 7, 2015 7:00 p.m. at Hyatt Place Faro Blanco Lighthouse Grill 5. Consideration/Action: Fishing Umbrella Business a. Elect Recommendation Committee Motion by Dianne Harbaugh, seconded by John Crockett to approve nominations for Fishing Umbrella Recommendation Committee District 1 – Mike Weinhofer District 2 – John Crockett District 3 – Barbara Hewlett District 4 – Dianne Harbaugh District 5 – Bernice Dionne Chairman Jim Sharpe b. Approve 2016-17 tournament funding application Motion by Mike Weinhofer, seconded by Bernice Dionne approve 2016-17 tournament funding application page 20 correction adding notary info. Unanimous vote 6. Consideration/Action: Presentation a. Pescando en los cayo – Diego Torrian was unable to attend meeting, move presentation to another meeting – no action taken 7. Consideration/Action: Tinsley Advertising a. VooDoo Daddy Scott Sussman talks about overview of VooDoo Daddy, a new fishing show. The proposal is $114,000.00 fishing umbrella has $90,490.00 in District specific advertising money which is net $78,000.00. {Proposal is available upon request} Motion by Mike Weinhofer, seconded by Dianne Harbaugh to move District specific advertising money for Voodoo Daddy Production of $90,490.00 into Tinsley Advertising budget. Unanimous vote b. B and D Outdoors Scott Sussman presented a proposal from B and D Outdoor is $47,060.00 {proposal available upon request} this would be taken out of the joint advertising & public relations promotional resources. Unanimous vote Motion by Mike Weinhofer seconded by Dianne Harbaugh to approve B and D Outdoor proposal for $47,060.00 for 4 tv shows funding to come out of joint 2

MINUTES Fishing Umbrella General and Recommendation Committee Meeting October 7, 2015 7:00 p.m. at Hyatt Place Faro Blanco Lighthouse Grill advertising & public relations promotional resources and put into Tinsley Advertising budget. Unanimous vote 8. Consideration/Action: Stuart Newman – Julie Botteri Julie passed around two promotion pieces “Keys Traveler” that will be handed out at the industry travel shows. No action takend 9. Consideration/Action: Minute approval a. Approval September 2, 2015 general meeting minutes Motion by Bernice Dionne seconded by Mike Weinhofer to approve September 2, 2015 meeting minutes. Unanimous vote. 10. Old Business 11. New Business 12. Public Input 13. Adjournment of Fishing Umbrella general meeting Motion by Mike Weinhofer seconded by Dianne Harbaugh to adjourn Fishing Umbrella general meeting 8:03 pm

3

MINUTES Fishing Umbrella General and Recommendation Committee Meeting October 7, 2015 7:00 p.m. at Hyatt Place Faro Blanco Lighthouse Grill RECOMMENDATION COMMITTEE: 1. Call recommendation committee meeting to order 8:07 pm 2. Roll Call: Recommendation Committee John Crockett – District 2 Bernice Dionne – District 5 Dianne Harbaugh – District 4 Board of Directors Jim Sharpe Mike Weinhofer Tammie Gurgiolo Barbara Hewlett Tinsley Advertising John Underman Scott Sussman Administrator Christina Weinhofer 3. Consideration/Action: Any additions, changes or deletions to the agenda Motion by Dianne Harbaugh, seconded by John Crockett to approve recommendation committee agenda adding 5b. B and D Outdoor proposal, 6. 2015-16 fishing umbrella revised budget and 8. August 5, 2015 meeting minutes. Unanimous vote 4. Consideration/Action: Contract with TDC/BOCC - Item 2 Scope of Work: A, B, & C Motion by Dianne Harbaugh, second by Bernice Dionne review the fishing umbrella contract which expires in September 2016. Unanimous vote 5. Consideration/Action: District specific advertising for VooDoo Daddy $90,490.00 A. Voodoo Daddy Productions

4

MINUTES Fishing Umbrella General and Recommendation Committee Meeting October 7, 2015 7:00 p.m. at Hyatt Place Faro Blanco Lighthouse Grill Motion by Bernice Dionne, seconded by Dianne Harbaugh to move District specific advertising money for Voodoo Daddy Production of $90,490.00 into Tinsley Advertising budget. Unanimous vote B. B and D Outdoors Motion by Bernice Dionne, seconded by John Crockett to approve B and D Outdoor proposal for $47,060.00 for 4 tv shows funds to come out of joint advertising & public relations promotional resources into Tinsley Advertising budget. {proposal available upon request} Unanimous vote 6. Consideration/Action: 2015-16 Fishing Umbrella Budget Motion by Dianne Harbaugh seconded by John Crockett to approve revised fishing Umbrella 2015-16 budget as shown below. Unanimous vote

Florida Keys Fishing Tournaments, Inc. 2015 Fishing Umbrella Budget October 1, 2015 through September 30, 2016 10/7/2015

Tinsley Adveristing

$352,500

Rob Fordyce - Voodoo Daddy

$90,490

District 1 (57%) $44,000 District 2 (6%)

$2,000

District 3 (14%) $33,000 District 4 (11%) $0.00 District 5 (12%) $11,000

B and D Outdoors

$47,060

5

MINUTES Fishing Umbrella General and Recommendation Committee Meeting October 7, 2015 7:00 p.m. at Hyatt Place Faro Blanco Lighthouse Grill

Joint Advertising & Public relations promotional resources

$23,227

Public Relations

$75,000

TV Production

$41,250

Tinsley Advertising commission

$5,363

Shows/Conventions

$0

Tournament Appropriations

$350,110

District Percentage based on $450,000 District 1 (57%) $256,500 District 2 (6%)

$27,000

District 3 (14%) $63,000 District 4 (11%) $49,500 District 5 (12%) $54,000

Contingency

$15,000 $1,000,000

7. Consideration/Action: Form committee to work on items for tournament reimbursement – Tim Greene Motion by Dianne Harbaugh seconded by John Crockett to table item due to Tim not present. Unanimous vote

6

MINUTES Fishing Umbrella General and Recommendation Committee Meeting October 7, 2015 7:00 p.m. at Hyatt Place Faro Blanco Lighthouse Grill 8. Consideration/Action: approve August 5, 2015 meeting minutes Motion by John Crockett, seconded by Dianne Harbaugh to approve August 5, 2015 meeting minutes. Unanimous vote 9. Consideration/Action: 2016-17 tournament funding application Motion by Mike Weinhofer, seconded by Bernice Dionne approve 2016-17 tournament funding application page 20 needs to be corrected, there isn’t notary space, but check list states page is required to be notarized. Unanimous vote 10. 2015-16 Recommendation Committee Motion by Dianne Harbaugh, seconded by John Crockett to approve nominations for Fishing Umbrella Recommendation Committee District 1 – Mike Weinhofer District 2 – John Crockett District 3 – Barbara Hewlett District 4 – Dianne Harbaugh District 5 – Bernice Dionne Chairman Jim Sharpe 11. Old Business: No old business 12. New Business: No new business 13. Adjournment of Recommendation Committee meeting Motion by Bernice Dionne seconded by John Crockett to adjourn fishing umbrella recommendation committee 8:28 pm

7

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

R.1.

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Minutes of Dive Umbrella Meeting - FYI

ITEM BACKGROUND:

The next Dive Umbrella Meeting has not yet been scheduled. Minutes of the Dive Umbrella meeting are provided as an FYI. TDC does not approve the minutes.

PREVIOUS DAC/TDC ACTION: RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

TDC Administrative Office

PROVIDED BY:

Dive Umbrella

DEADLINE DATE:

March 11, 2016

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Public/Industry Input

ITEM BACKGROUND:

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION:

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

TDC

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

S.

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: General Discussion

ITEM BACKGROUND:

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION:

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

TDC

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

T.

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

U.1.

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING:

Consideration and Action re: Visit Florida Keys Portion of the February 2, 2016 Meeting Minutes

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION: Approval

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

Visit Florida Keys Meeting The February 2, 2016, meeting of the Visit Florida Keys was called to order by Vice President George Fernandez at 11:20 a.m. at the Holiday Inn Key Largo. TDC Members Present Were: Mayor Heather Carruthers, Mr. James Bernardin, Ms. Julie Fondriest, Ms. Veronica Harris, Ms. Gayle Tippett TDC Members Absent Were: Ms. Rita Irwin, Mr. Peter Batty and Mayor Craig Cates U.1.: Consideration and Action re: Visit Florida Keys portion of the December 15, 2015 Meeting Minutes: Mayor Carruthers moved approval of the Visit Florida Keys portion of the December 15, 2015 meeting minutes, Ms. Tippett seconded. Motion passed unanimously. There being no further business of the corporation, the meeting was adjourned at 11:21a.m.

Agenda Item #

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

U.2.

March 22, 2016 DISTRICT:

AGENDA ITEM WORDING: Consideration and Action re: Extension

Visit Florida Keys Corporation Agreement

ITEM BACKGROUND:

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION: Approval

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

March 11, 2016

DATE:

March 11, 2016

TO:

Tourist Development Council

FROM:

Harold Wheeler, TDC Director

RE:

Consideration and Action re: Extension

Visit Florida Keys Corporation Agreement

____

The 3406 North Roosevelt Blvd Corporation (dba Visit Florida Keys) has been contracted with the Monroe County Tourist Development (TDC) and the Monroe County Board of County Commissioners (BOCC) since October of 1992 to provide the executive office services for the TDC. The TDC members are the Board of Directors of Visit Florida Keys Corporation which promotes the marketing services for Monroe County. Our current agreement between Visit Florida Keys Corporation and the BOCC to provide such services expires on September 30, 2016, but has an option to extend the agreement for an additional five (5) year period to September 30, 2021. The recommendation is to approve the amendment to extend the agreement for five (5) years, and ask for approval by the BOCC during their April meeting. Attached is: • •

Copy of proposed Amendment to extend for five (5) additional years Copy of current Agreement

AMENDMENT (1st AMENDMENT) TO AGREEMENT THIS AMENDMENT to agreement dated the day of 2016, is entered into by and between the Board of County Commissioners for Monroe County, a political subdivision of the state of Florida (County), and the 3406 North Roosevelt Boulevard Corporation d/b/a Visit Florida Keys (Provider), a corporation incorporated in the State of Florida. WHEREAS, there was an agreement entered into on June 15th, 2011 between the parties, for Provider to operate an executive office for tourism promotion by Monroe County Code Sections 23-199 (b); and WHEREAS, the original agreement with Provider provides an option to extend the agreement for an additional five (5) year period beyond the initial award period, upon Agreement of both parties. WHEREAS, the parties desire to exercise option to extend agreement for an additional five (5) year period under the same conditions; and WHEREAS, pursuant to F.S. 119.0701, new public records language is now required and added in compliance with the statute; NOW, THEREFORE, in consideration of the mutual covenants contained herein the parties agree to the amended agreement as follows: 1. Paragraph 1 of the agreement shall read: Contract Period: The agreement shall expire on September 30, 2021. 2. Paragraph 4 under Records – Access and Audits shall be amended to add: Pursuant to F.S. 119.0701, Contractor and its subcontractors shall comply with all public records laws of the State of Florida, including but not limited to: A. Keep and maintain public records that ordinarily and necessarily would be required by Monroe County in order to perform the service. B. Provide the public with access to public records on the terms and conditions that Monroe County would provide the records and at a cost that does not exceed the cost provided in Florida Statutes, Chapter 119 or as otherwise provided by law. C. Ensure that public records that are exempt or confidential and exempt from public records disclosure requirements are not disclosed except as authorized by law. D. Meet all requirements for retaining public records and transfer, at no cost, to Monroe County all public records in possession of the agreement or upon termination of the agreement and destroy any duplicate public records that are exempt or confidential and exempt from public records disclosure requirements. All records stored electronically must be provided to Monroe County in a format that is compatible with the information technology systems of Monroe County. Amendment #1 3406 N. Roosevelt Blvd Contract #: 871

3. The remaining provisions of the agreement dated June 15, 2011 remain in full force and effect. IN WITNESS WHEREOF, the parties have set their hands and seal on the day and year first above written. (SEAL) Attest: Amy Heavilin, Clerk

Board of County Commissioners of Monroe County

Deputy Clerk

Mayor/Chairman

3406 North Roosevelt Boulevard Corporation By

President

___________________________ Print Name AND TWO WITNESSES (1) _________________________

(2) _________________________

(1) _________________________ Print Name

(2) _________________________ Print Name

(1) ___________________________ Date

(2) ___________________________ Date

Amendment #1 3406 N. Roosevelt Blvd Contract #: 871