monroe county tourist development council district …

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AGENDA MONROE COUNTY TOURIST DEVELOPMENT COUNCIL

DISTRICT II ADVISORY COMMTTEE REGULAR SESSION, TUESDAY, MAY 11, 2021, 6:00 p.m.

Join Zoom Meeting https://us02web.zoom.us/j/88998857584

It is recommended that TDC/DAC members, Staff and Agencies sign into their Zoom account and access the meeting with the above link. The meeting may also be accessed: Meeting ID: 889 9885 7584 One tap mobile +19292056099,,88998857584# US (New York) +13017158592,,88998857584# US (Washington DC) *Any person that wishes to be heard on any agenda item shall notify administrative staff prior to the start of the meeting. A. CALL TO ORDER B. ROLL CALL C. AGENDA: 1. Additions to and Approval of the Agenda/Bulk Items D. APPROVAL OF THE MINUTES: 1. April 6, 2021 Regular Meeting Minutes 2. March 23, 2021 TDC Meeting Minutes – FYI E. Budget: 1. FY 2021 Budget 2. Four Penny Revenue Report 3. Consideration and Action re: FY 2022 Budget F. District II Public Relations 1. Monthly Report from NewmanPR – FYI G. ADVERTISING:

1. Advertising Recap – FYI 2. Consideration and Action re: Draft Media Plan

H. MARKET RESEARCH:

1. D360 Report and Key Data Vacation Rental Report – FYI

I. VIS REPORTS: 1. Visitor Information Services Report – FYI J. WEBSITE:

1. Two Oceans Digital Report – FYI 2. District Google Analytics

K. OLD BUSINESS:

https://us02web.zoom.us/j/88998857584

https://us02web.zoom.us/j/88998857584

L. NEW BUSINESS: 1. Operational Manual Update - FYI

2. Update Re: April 27, 2021 TDC Meeting

M. GENERAL DISCUSSION N. PUBLIC/INDUSTRY INPUT O. ADJOURNMENT PLEASE ADVISE THE ADMINISTRATIVE OFFICE IF YOU ARE UNABLE TO ATTEND THE MEETING AT 305-296-1552 OR 1-800-648-5510

D.1. District II Advisory Committee

The April 6, 2021 Meeting of the District II Advisory Committee of the Monroe County Tourist Development Council was called to order by Internet/Website Representative Ms. Penny Underwood at 6:00 p.m. via Zoom. DAC Members Present Were: Ms. Carla Bellenger, Mr. Steve Estes, Mr. Henry Hamilton, Ms. Charlotte Palmer, Mr. John Pozzi, Ms. Colleen Quirk, Mr. Troy Talpas, DAC Members Absent Were: Mr. Bobby Mongelli (1st absence in Fiscal Year) Agencies Present Were: Mr. John Underwood, Mr. Eric Gitlin and Ms. Danielle Salman – Tinsley Advertising, Ms. Carol Shaughnessy - Newman PR, Mr. Clinton Barras – Two Oceans Digital Administrative Staff Present Were: Ms. Stacey Mitchell, Ms. Maxine Pacini and Ms. Ammie Machan Approval of the Agenda and Agenda Bulk Agenda Items: Mr. Talpas moved approval of the agenda with the following bulk agenda items: D.1. February 22, 2021 Regular Meeting Minutes D.2. February 9, 2021 TDC Meeting Minutes - FYI E.1. FY 2021 Budget E.2. Four Penny Revenue Report F.1. Monthly Report from NewmanPR – FYI G.1. Advertising Recap – FYI H.1. D360 Report and Key Data Vacation Rental Report - FYI I.1. Chamber Visitor Information Services Report – FYI J.1. Two Oceans Digital Report – FYI J.2. District Google Analytics L.1. Operations Manual Update – FYI Mr. Pozzi seconded. Motion passed unanimously. Event Application Funding Workshop: TDC staff were present to conduct a workshop for persons interested in applying for Event Funding. Media Plan Workshop: Mr. Gitlin reviewed the current FY 2021 DAC II media plan and reviewed potential markets and marketing direction for the FY 2022 media plan. Mr. Underwood stated that the agency would take the input provided at today’s meeting to develop a draft FY 2022 media plan to present at the next DAC meeting. Update re: March 23, 2021 TDC Meeting: Ms. Stacey Mitchell provided an update on the business that took place at the March 23, 2021 TDC Meeting. Ms. Mitchell also provided an overview on possible legislation pertaining to tourist development tax. There being no further business the meeting was adjourned at 6:29 p.m.

FYIMonroe County Tourist Development Council Meeting

The March 23, 2021 meeting of the Monroe County Tourist Development Council was called to order by Chairperson Irwin at 10:04 a.m., at the Marathon Government Center via a hybrid Zoom meeting platform.

TDC Members Physically Present at Marathon Government Center Were: Mr. Jim Bernardin, Mayor Michelle Coldiron, Ms. Rita Irwin, Ms. Dianne Schmidt, and Ms. Gayle Tippett

Consideration and Action re: Allowing TDC Members to Participate Remotely: Due to COVID-19 and an increased risk for severe illness, it is requested that the TDC Members, who are physically presentto establish quorum, allow the other TDC Board Members to attend this meeting remotely as anextraordinary circumstance in accordance with Florida Attorney General Office (AGO) opinion(s). Prior AGO opinion have provided that when a quorum of the board is physically present, theparticipation of an absent member by telephone conference or other interactive electronic technologyis permissible when such absence is due to “extraordinary circumstances” such as an illness. Adetermination of an extraordinary circumstance must be made in the good judgement of the board.(See AGO 03-41, AGO 94-55, AGO 92-33 and AGO 02-82).

Ms. Schmidt moved approval to allow the TDC Board members who were attending the meeting remotely to participate in the meeting remotely as an extraordinary circumstance in accordance with Florida Attorney General Office opinion(s), Mayor Coldiron seconded. Motion passed unanimously.

TDC Members Physically and Remotely in Attendance: Mr. James Bernardin, Mayor MichelleColdiron, Mr. George Fernandez, Ms. Rita Irwin, Mayor Terri Johnston, Mr. Timothy Root, Ms. DianeSchmidt, Mr. Michael Shipley and Ms. Gayle Tippett

District Advisory Committee Chairpersons/Representatives Present Were: Mr. Steve Robbins (DAC I), Mr. Henry Hamilton (DAC II), Ms. Vicki Tashjian (DAC III) and Ms. Peg Laron (DAC V)

District Advisory Committee Chairpersons Absent Were: Ms. Patti Stanley (DAC IV)

Agencies Present Were: Mr. John Underwood, Mr. Eric Gitlin, and Ms. Danielle Salman - Tinsley Advertising, Mr. Clinton Barras - Floridakeys.com, Mr. Andy Newman, Ms. Carol Shaughnessy, Ms. Julie Botteri - NewmanPR

Staff Present Were: Ms. Christine Limbert-Barrows – Assistant County Attorney, Ms. Stacey Mitchell – TDC Marketing Director, Ms. Kelli Fountain – TDC Director of Market Research, Ms. Maxine Paciniand Ms. Ammie Machan

Approval of the Agenda: Ms. Irwin moved item K.4. Presentation: Destination Analytics before item I.3. Presentation: Current PR.

Mayor Coldiron moved approval of the agenda as amended, Ms. Tippett seconded. Motion passed unanimously.

Approval of the Minutes: Mr. Bernardin moved approval of the February 9, 2021 TDC meeting minutes as presented, Ms. Schmidt seconded. Motion passed unanimously.

D.2

FYIMonroe County Tourist Development Council March 23, 2021 Page 2 Approval of the Agenda Bulk Items: Items O.1.b. Consideration and Action re: Agreement with Greater Key West Chamber of Commerce, Inc. to provide Visitors Information Services and O.3.c. Consideration and Action re: Extension to Agreement with Dolphin Research Center, Inc. for the DRC Restore Dolphin Lagoon Project were pulled from the bulk items due to conflicts of interest. Mayor Coldiron moved approval of the following bulk items: F. Budget

1. Four Penny Revenue Report

G. Public Relations 1. Status Report 2. Ameurop Report

H. Film Commission

1. Status Report I. Advertising

1. Review of monthly accounting breakdown & FY 2021 Generic Destination & Umbrella campaign recap 2. Response Report – FYI 3. Advertising Recap – FYI 4. Search Engine Marketing Report – FYI

J. Sales and Marketing 1. Status Report

K. Research 1. Status Report

2. Review of VIS Call Reports 3. Monitoring Economic Status Update

L. Administrative

1. Status Report 3. Director’s Report 4. Operations Manual Update – FYI

M. Website

1. Website Status Report N. TDC Related Items 1. Consideration and Action re: Amendment to Agreement with Two Oceans Digital

2. Consideration and Action re: Revision to TDC Operations Manual – Appeal Process O. District Advisory Committee Items

1. District I a). DAC I January 13, 2021 Regular Meeting Minutes – FYI c). Consideration and Action re: Extension to Agreement with Key West Art and Historical Society,

Inc. for the Custom House Mechanical Repairs Phase 2 Project d). Consideration and Action re: Extension to Agreement with the City of Key West for the Rest

Beach Enhancements Project 2. District II

a). DAC II January 12, 2021 Regular Meeting Minutes – FYI b). Consideration and Action re: Agreement with Lower Keys Chamber of Commerce, Inc. to provide

Visitor Information Services c). Consideration and Action re: Extension to Agreement with MCBOCC for the Scenic Highway

Phase I Project d). Consideration and Action re: Extension to Agreement with MCBOCC for the Scenic Highway

Phase II Project e). Consideration and Action re: Mr. John Pozzi/Lodging Representative

FYIMonroe County Tourist Development Council March 23, 2021 Page 3

3. District III

a). DAC III January 13, 2021 Regular Meeting Minutes – FYI b). Consideration and Action re: Agreement with Greater Marathon Chamber of Commerce, Inc. to

provide Visitor Information Services d). Consideration and Action re: MCBOCC Pigeon Key Sprinkler Phase III

4. District IV a). DAC IV January 12, 2021 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: Extension to Agreement with the Florida Keys History and Discovery

Foundation for the Indian Key Exhibit Expansion Project 5. District V

a). DAC V January 12, 2021 Regular Meeting Minutes – FYI b). Consideration and Action re: Agreement with Key Largo Chamber of Commerce, Inc. to provide

Visitor Information Services c). Consideration and Action re: Extension to Agreement with MCBOCC for the Rowell’s Parking Lot

Phase II Project d). Consideration and Action re: Extension to Agreement with MCBOCC for the Rowell’s Restroom

Phase II Project 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

Mr. Fernandez seconded. Motion passed unanimously. Presentation: Destination Analysts: Ms. Erin Frances-Cummings was in attendance to present Destination Analysts most recent Coronavirus Travel Sentiment Index Report. Ms. Frances-Cummings reported that traveler optimism during the pandemic has slightly declined this week but still remains at near record levels. Data shows that travelers are excited to learn about new and exciting travel experiences and destinations, with road trips, non-team outdoor recreation, going shopping and visiting friends and relatives at the top the list of activities that travelers reported as feeling safe. Ms. Frances-Cummings stated that people that are willing to travel by air, and baby-boomers, travelers in the mid-west and south and rural/suburban areas are currently the markets who are most receptive to travel messaging at this time. Ms. Frances-Cummings reported that when looking towards the future, data shows that travelers plan to take about 3 leisure trips in 2021 as compared to 2 trips in 2019, and that 73.8% of travelers have done some sort of planning or thinking about future travel in the past week. Florida ranks 2nd as destinations that travelers are thinking or dreaming about visiting. When asked about how the pandemic has changed the types of destination that travelers wish to visit, beach destinations showed the largest increase in interest to travel to. Travelers also report that as a result of the pandemic they will put more effort into “bucket list” travel and be more safety conscious while traveling over the next few years. Presentation: Current PR: Mr. Andy Newman presented recent Public Relations activities including continued COVID-19 safety messaging on the destination’s website and social media, a Florida Keys Travel Guide on Travel and Leisure website and a segment of the PBS program “Art Loft” featuring the Florida Keys. News coverage of Truman Little Whitehouse’s acquisition of President Truman’s

FYIMonroe County Tourist Development Council March 23, 2021 Page 4 presidential limo was also shown. Mr. Newman showed segments from the TV game show “To Tell the Truth” featuring drag queen Sushi and underwater pizza delivery in the Keys. A segment on the Lower Keys from the program “Island Hopping” was also shown and Mr. Newman stated that the 30-minute program had aired on the Discovery Channel. O.1.b. Consideration and Action re: Agreement with Greater Key West Chamber of Commerce, Inc. to provide Visitor Information Services: Mayor Coldiron moved approval to enter into an Agreement with the Greater Key West Chamber of Commerce, Inc. to provide Visitor Information Services as presented, Mayor Johnston seconded. A roll call vote was taken with the following results: Mr. James Bernardin Yes Mayor Michelle Coldiron Yes Mr. George Fernandez Abstain* Mayor Teri Johnston Yes Mr. Tim Root Yes Ms. Diane Schmidt Abstain* Mr. Michael Shipley Yes Ms. Gayle Tippett Yes Ms. Rita Irwin Yes Motion passed. *Mr. Fernandez and Ms. Schmidt abstained due to siting on the Board of Directors for the Greater Key West Chamber of Commerce, Inc. Ms. Irwin passed the gavel to Mr. Fernandez. O.3.c. Consideration and Action re: Extension to Agreement with Dolphin Research Center, Inc. for the DRC Restore Dolphin Lagoon Project: Mr. Bernardin moved approval to extend the Agreement with Dolphin Research Center, Inc. for the DRC Restore Dolphin Lagoon Project, Mr. Root seconded. A roll call vote was taken with the following results: Mr. James Bernardin Yes Mayor Michelle Coldiron Yes Mr. George Fernandez Yes Mayor Teri Johnston Yes Mr. Tim Root Yes Ms. Diane Schmidt Yes Mr. Michael Shipley Yes Ms. Gayle Tippett Yes Ms. Rita Irwin Abstain* Motion passed. Ms. Irwin abstained due to being an officer of the Dolphin Research Center, Inc. Mr. Fernandez returned the gavel to Ms. Irwin. General Discussion: Ms. Stacey Mitchell provided an update on her Directors Report, stating that since the packet deadline it was announced that the State of Florida would receive $8B in pandemic relief from the Federal Government and in response the Governor has pledged $100M to Visit Florida in the upcoming budget. Ms. Mitchell stated that it was not guaranteed that Visit Florida would receive

FYIMonroe County Tourist Development Council March 23, 2021 Page 5 this amount, but it would likely receive somewhere between the original $50M and the new $100M pledge. Ms. Irwin announced that this would be Mr. Shipley’s last meeting and thanked him for his service throughout the years. There being no further business, the meeting was adjourned at 11:08 a.m.

Visit Florida Keys Meeting The March 23, 2021, meeting of Visit Florida Keys was called to order by President Rita Irwin at 11:09 a.m. via hybrid Zoom meeting platform. TDC Members Present Were: Mr. James Bernardin, Mayor Michell Coldiron, Mr. George Fernandez, Mayor Terri Johnston, Mr. Tim Root, Ms. Diane Schmidt, Mr. Michael Shipley and Ms. Gayle Tippett Consideration and Action re: Visit Florida Keys portion of the February 9, 2021 Meeting Minutes: Mayor Johnston moved approval of the Visit Florida Keys Portion of the February 9, 2021 meeting minutes as presented, Mayor Coldiron seconded. Motion passed unanimously. There being no further business of the corporation, the meeting was adjourned at 11:09 a.m.

DAC II MONROE COUNTY TOURIST DEVELOPMENT COUNCIL E.1

FISCAL YEAR 2021

April 21, 2021

Revenue 962,275

5% Reserve State Statute 129.01 (48,114)

914,161

Fund Balance Forward Revenue Variance 397,271

Fund Balance Forward - Contracted Commitiments (EVENTS/CAPITAL) 519,410

Fund Balance Forward Expense Variance (147,862)

Capital Resources Brought Forward 60,000

Fund Balance Forward - Promotional Resources 51,905

Fund Balance Forward - Capital Economic Disaster 70,000

1,864,885

Appropriations Expenses Encumbrances Balance

T218M34X COMMISSIONS & FEES (FINANCE) 2,296 (1,596) 700

T218A23X ADMINISTRATION RESOURCES 675 675

T218A73X UTILITIES 3,000 (175) 2,825

T218A63X ADMINISTRATIVE SERVICES 35,000 (26,996) 8,004

T218M01X COUNTY ALLOCATION 14,975 14,975

(ADMIN) SUBTOTAL 55,946 (28,767) 0 27,179

T218V14X DISTRICT TELEMARKETING (VIS) 100,548 (50,274) 50,274

(VIS) SUBTOTAL 100,548 (50,274) 50,274

T218M10X SALARIES & WAGES - LITTLE DUCK KEY BCH (CARLTON HOWARD/NULL) 68,239 68,239

T218M10X RESERVE 2,500 2,500

T218M10X FICA 5,281 5,281

T218M10X RETIREMENT 6,923 6,923

T218M10X GROUP INSURANCE 13,228 13,228

T218M10X WORKER'S COMPENSATION 2,949 2,949

T218M04X LITTLE DUCK KEY UTILITIES/REPAIRS AND MAINTENANCE 4,500 (4,500) 0

T218M14X LITTLE DUCK BEACH 17,000 17,000

T218B04X DAC II CAPITAL PROJECTS RESOURCES 159,825 159,825

T208B97X ECONONIC NATURAL DISASTER RESOURCE 70,000 70,000

T218B97X ECONONIC NATURAL DISASTER RESOURCE FY 21 100,000 100,000

T208M36X LOWER KEYS SCENIC HWY VIEWING AREA FY 20 170,031 170,031

TM98367Y COUNTY LOWER KEYS SCENIC HIGHWAY FY 19 326,954 326,954

T208B89X CORAL RESTORATION FY 20 22,425 22,425

T218B89X CRF - CORAL RESTORATION - LOWER KEYS 2021 55,800

(CAPITAL) SUBTOTAL 1,025,655 (4,500) 0 965,355

T218S23X DAC II EVENTS RESOURCES 0 0

(EVENTS) SUBTOTAL 0 0 0 0

T218P65X DAC II WEBCAM 21,000 (10,400) 10,600

T218P26X PROMOTIONAL/STORM ADVERTISING RESOURCS 51,905 51,905

T218P93X DISTRICT #2 AD CAMPAIGN 609,831 (278,964) (330,867) 0

(PROMOTIONAL) SUBTOTAL 682,736 (289,364) (330,867) 62,505

FUND TOTAL 1,864,885 (372,905) (330,867) 1,105,313

TWO PENNY

T205M05X FANTASY FEST 20 10,000 10,000

T205M25X PHIL PETERSONS 20 10,000 10,000

T215M09X FANTASY FEST 21 20,000 20,000

T215S22X KEY WEST FOOD & WINE FEST 21 5,000 (5,000) 0

T215S13X KEY WEST HALF MARATHON 21 32,500 (32,500) 0

T215S04X MANGO FEST 21 15,000 15,000

T215M22X UNDERWATER MUSIC FEST 21 15,000 15,000

FOUR PENNY REVENUE REPORTFiscal Year 2020 - 2021

MARKET SHARE 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 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021Year to Date

DISTRICT I 53.68% 53.73% 53.96% 53.41% 52.19% 51.59% 54.78% 57.33% 57.93% 58.03% 58.31% 57.87% 56.64% 55.88% 55.91% 54.19% 59.10% 54.03% 48.29% 46.67%DISTRICT II 5.53% 5.33% 5.67% 5.65% 5.94% 5.97% 5.65% 5.41% 5.28% 5.05% 4.85% 5.01% 5.91% 6.03% 5.43% 6.56% 6.15% 6.34% 7.42% 9.00%DISTRICT III 13.58% 13.99% 13.59% 13.58% 14.69% 14.64% 12.76% 14.34% 14.05% 14.37% 14.16% 14.00% 14.34% 14.99% 15.83% 15.61% 13.00% 15.91% 18.15% 17.80%DISTRICT IV 12.91% 12.86% 12.85% 13.15% 13.58% 13.59% 12.75% 9.51% 10.42% 10.81% 11.00% 11.28% 11.02% 10.70% 10.60% 10.47% 7.38% 9.81% 11.05% 10.88%DISTRICT V 14.30% 14.08% 13.93% 14.20% 13.60% 14.22% 14.05% 13.40% 12.32% 11.75% 11.68% 11.83% 12.09% 12.40% 12.23% 13.17% 14.36% 13.89% 15.09% 15.65%

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. FY2018 is from October 1, 2017 to September 30, 2018.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: One Cent added to Bed Tax By Monroe County June 2009NOTE: 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.NOTE: 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.NOTE: 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.NOTE: 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.NOTE: 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.NOTE: 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.NOTE: 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.NOTE: 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.

$3,294,462

$139,134

$117,923

$2,493,571

$2,983,304

$2,330,008

$1,998,415

$2,271,365

$2,476,284

$3,939,796

$4,035,742

$5,125,461

$- $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

JAN

FEB

March 2020 - February 2021 March 2019 - February 2020

Monroe County Tourist Development Council Administrative Office

Bed Tax Revenue Through February 28, 2021 4/16/2021

E.2


DISTRICT IDISTRICT I FY 2021 VS FY 2020

FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 $ INC/DEC % INC/DEC

OCTOBER 1,183,046.37$ 1,276,637.24$ 1,395,162.32$ 1,391,695.72$ 1,109,774.39$ 1,363,662.80$ 1,422,993.69$ 1,082,674.51$ (340,319.18)$ -25.0% OCTOBERNOVEMBER 1,244,140.11$ 1,332,535.55$ 1,540,238.53$ 1,552,520.72$ 1,320,155.25$ 1,673,257.16$ 1,653,271.95$ 1,192,032.46$ (461,239.49)$ -27.6% NOVEMBERDECEMBER 1,487,798.06$ 1,648,530.05$ 1,809,413.78$ 1,852,943.28$ 1,634,555.15$ 2,003,841.15$ 2,046,376.31$ 1,806,128.17$ (240,248.14)$ -12.0% DECEMBERJANUARY 1,738,436.32$ 1,935,016.81$ 2,009,973.29$ 2,030,157.36$ 1,822,175.37$ 2,194,929.97$ 2,372,162.67$ 1,844,421.90$ (527,740.77)$ -24.0% JANUARYFEBRUARY 1,890,532.67$ 2,133,283.81$ 2,289,132.38$ 2,207,078.75$ 2,186,834.50$ 2,426,401.74$ 2,703,813.79$ 2,404,169.52$ (299,644.27)$ -12.3% FEBRUARYMARCH 2,157,366.81$ 2,355,616.65$ 2,568,973.42$ 2,455,842.08$ 2,447,450.59$ 2,781,348.40$ 1,573,453.26$ 0.0% MARCHAPRIL 1,668,180.22$ 1,838,222.78$ 1,896,718.76$ 2,033,684.14$ 1,892,630.94$ 2,132,296.62$ 45,013.00$ 0.0% APRILMAY 1,500,912.49$ 1,571,948.28$ 1,680,112.35$ 1,663,926.89$ 1,577,875.11$ 1,775,547.51$ 34,815.34$ 0.0% MAYJUNE 1,216,309.39$ 1,319,486.96$ 1,388,079.98$ 1,400,684.56$ 1,484,560.76$ 1,529,072.90$ 898,026.30$ 0.0% JUNEJULY 1,297,506.35$ 1,519,807.37$ 1,634,608.58$ 1,643,684.06$ 1,578,802.94$ 1,654,326.25$ 1,047,221.99$ 0.0% JULYAUGUST 1,168,846.54$ 1,244,740.91$ 1,251,135.82$ 1,279,695.82$ 1,306,116.11$ 1,211,372.84$ 799,119.70$ 0.0% AUGUSTSEPTEMBER 811,908.31$ 998,879.46$ 1,045,254.06$ 386,596.83$ 893,478.01$ 769,028.74$ 854,795.54$ 0.0% SEPTEMBER

TOTAL 17,364,983.64$ 19,174,705.87$ 20,508,803.27$ 19,898,510.21$ 19,254,409.12$ 21,515,086.08$ 15,451,063.54$ 8,329,426.56$ (1,869,191.85)$ -18.3%

% INC/DEC PREVIOUS YEAR 10.2% 10.4% 7.0% -3.0% -3.2% 11.7% -28.2% Priceline settlement reflected

DISTRICT II DISTRICT IIFY 2021 VS FY 2020


OCTOBER 77,019.70$ 95,755.27$ 87,363.54$ 102,443.59$ 83,544.04$ 127,633.94$ 135,681.29$ 200,420.41$ 64,739.12$ 50.7% OCTOBERNOVEMBER 91,003.66$ 102,166.56$ 121,133.47$ 115,770.44$ 113,586.47$ 164,625.85$ 166,441.69$ 224,902.11$ 58,460.42$ 35.5% NOVEMBERDECEMBER 154,662.02$ 187,880.96$ 178,170.79$ 181,103.72$ 172,526.48$ 233,924.05$ 249,805.04$ 354,422.16$ 104,617.12$ 44.7% DECEMBERJANUARY 209,177.08$ 258,954.74$ 248,367.92$ 257,241.56$ 194,326.45$ 289,779.37$ 319,989.32$ 395,432.06$ 75,442.74$ 26.0% JANUARYFEBRUARY 211,376.81$ 239,333.58$ 239,504.19$ 285,033.82$ 223,068.17$ 279,254.92$ 330,171.75$ 431,903.92$ 101,732.17$ 36.4% FEBRUARYMARCH 254,357.49$ 280,479.47$ 274,339.90$ 328,202.89$ 264,430.70$ 339,689.72$ 261,850.07$ 0.0% MARCHAPRIL 158,565.57$ 180,265.69$ 170,955.49$ 240,571.33$ 179,283.67$ 230,173.11$ 34,959.94$ 0.0% APRILMAY 135,369.18$ 150,539.07$ 137,569.54$ 217,562.22$ 155,219.42$ 189,761.42$ 28,480.97$ 0.0% MAYJUNE 134,018.34$ 156,044.62$ 144,969.15$ 199,791.62$ 159,146.23$ 186,767.26$ 213,535.80$ 0.0% JUNEJULY 160,648.05$ 185,300.25$ 174,371.36$ 257,768.79$ 197,057.58$ 222,962.93$ 240,336.45$ 0.0% JULYAUGUST 141,455.59$ 151,199.62$ 126,619.47$ 181,858.64$ 154,454.53$ 169,396.92$ 211,182.37$ 0.0% AUGUSTSEPTEMBER 83,995.25$ 80,289.59$ 90,076.73$ 42,514.69$ 107,085.31$ 92,252.25$ 180,935.93$ 0.0% SEPTEMBER

TOTAL 1,811,648.74$ 2,068,209.42$ 1,993,441.55$ 2,409,863.31$ 2,003,729.05$ 2,526,221.74$ 2,373,370.62$ 1,607,080.66$ 404,991.57$ 33.7%% INC/DEC PREVIOUS YEAR 32.6% 14.2% -3.6% 20.9% -16.9% 26.1% -6.1%Priceline settlement reflected




DISTRICT III DISTRICT IIIFY 2021 VS FY 2020


OCTOBER 172,058.80$ 196,717.24$ 234,800.48$ 239,587.26$ 196,810.44$ 215,613.40$ 270,503.04$ 352,644.06$ 82,141.02$ 38.1% OCTOBERNOVEMBER 212,316.44$ 243,103.28$ 293,276.57$ 302,122.70$ 211,083.73$ 316,072.08$ 400,682.51$ 412,439.84$ 11,757.33$ 3.7% NOVEMBERDECEMBER 377,798.51$ 437,829.39$ 500,556.19$ 491,045.96$ 314,255.12$ 521,131.58$ 643,638.11$ 730,173.92$ 86,535.81$ 16.6% DECEMBERJANUARY 396,663.53$ 514,898.57$ 577,463.89$ 537,332.79$ 379,610.14$ 572,702.13$ 676,723.57$ 772,751.73$ 96,028.16$ 16.8% JANUARYFEBRUARY 465,614.59$ 552,209.37$ 616,201.24$ 613,053.78$ 435,173.18$ 651,113.04$ 859,369.11$ 909,623.32$ 50,254.21$ 7.7% FEBRUARYMARCH 613,421.92$ 709,114.15$ 822,108.31$ 762,282.11$ 576,101.32$ 878,995.40$ 579,904.43$ 0.0% MARCHAPRIL 436,396.80$ 490,810.39$ 493,491.53$ 617,909.65$ 354,791.73$ 648,356.51$ 26,607.41$ 0.0% APRILMAY 323,260.62$ 379,017.06$ 410,244.76$ 412,509.88$ 289,670.84$ 462,678.57$ 29,922.59$ 0.0% MAYJUNE 392,641.82$ 458,055.21$ 521,540.61$ 532,364.79$ 432,280.61$ 664,706.54$ 593,167.00$ 0.0% JUNEJULY 459,087.56$ 514,967.14$ 655,572.62$ 675,735.36$ 477,059.98$ 730,542.89$ 760,348.67$ 0.0% JULYAUGUST 387,554.12$ 424,874.40$ 431,148.60$ 425,687.44$ 355,607.57$ 484,669.66$ 608,728.27$ 0.0% AUGUSTSEPTEMBER 160,313.55$ 223,120.29$ 249,246.50$ 122,101.24$ 212,858.29$ 189,879.98$ 359,382.37$ 0.0% SEPTEMBER

TOTAL 4,397,128.26$ 5,144,716.49$ 5,805,651.30$ 5,731,732.96$ 4,235,302.95$ 6,336,461.78$ 5,808,977.08$ 3,177,632.87$ 326,716.53$ 11.5%

% INC/DEC PREVIOUS YEAR 15.3% 17.0% 12.8% -1.3% -26.1% 49.6% -8.3%Priceline settlement reflected

DISTRICT IV DISTRICT IVFY 2021 VS FY 2020


OCTOBER 163,706.45$ 189,322.64$ 203,454.21$ 187,483.79$ 48,429.45$ 177,136.72$ 198,551.86$ 263,057.17$ 64,505.31$ 36.4% OCTOBERNOVEMBER 209,259.00$ 215,240.80$ 238,203.29$ 255,420.09$ 78,972.73$ 219,856.52$ 270,292.42$ 260,143.98$ (10,148.44)$ -4.6% NOVEMBERDECEMBER 277,891.42$ 306,732.33$ 332,254.49$ 325,665.79$ 129,291.76$ 321,993.05$ 369,042.51$ 438,938.20$ 69,895.69$ 21.7% DECEMBERJANUARY 279,877.01$ 326,450.78$ 342,320.70$ 335,344.27$ 167,829.51$ 332,207.98$ 399,985.73$ 414,777.24$ 14,791.51$ 4.5% JANUARYFEBRUARY 354,193.72$ 384,856.46$ 411,236.34$ 402,238.17$ 214,323.08$ 425,075.39$ 515,647.60$ 565,142.14$ 49,494.54$ 11.6% FEBRUARYMARCH 456,512.53$ 491,475.35$ 529,337.20$ 513,626.62$ 307,710.87$ 570,213.60$ 358,118.67$ 0.0% MARCHAPRIL 341,328.35$ 365,373.93$ 360,061.46$ 422,724.47$ 257,728.38$ 401,426.99$ 7,835.98$ 0.0% APRILMAY 296,231.06$ 307,553.44$ 312,691.40$ 320,270.73$ 239,012.54$ 334,170.50$ 5,985.59$ 0.0% MAYJUNE 275,891.02$ 297,069.21$ 324,493.52$ 343,415.53$ 286,181.29$ 343,848.01$ 407,087.63$ 0.0% JUNEJULY 310,367.83$ 335,017.87$ 377,076.05$ 388,791.70$ 297,183.05$ 375,652.45$ 427,226.19$ 0.0% JULYAUGUST 265,545.37$ 266,759.20$ 263,885.05$ 287,262.51$ 231,661.53$ 260,586.25$ 326,381.24$ 0.0% AUGUSTSEPTEMBER 147,593.99$ 185,637.20$ 193,535.62$ 64,406.78$ 146,731.33$ 145,534.90$ 250,283.06$ 0.0% SEPTEMBER

TOTAL 3,378,397.75$ 3,671,489.21$ 3,888,549.33$ 3,846,650.45$ 2,405,055.52$ 3,907,702.36$ 3,536,438.48$ 1,942,058.73$ 188,538.61$ 10.8%

% INC/DEC PREVIOUS YEAR 9.9% 8.7% 5.9% -1.1% -37.5% 62.5% -9.5%Priceline settlement reflected




DISTRICT V DISTRICT VFY 2021 VS FY 2020


OCTOBER 163,097.71$ 206,942.55$ 220,909.51$ 236,622.67$ 218,439.66$ 239,300.85$ 278,268.58$ 372,568.83$ 94,300.25$ 39.4% OCTOBERNOVEMBER 221,073.96$ 255,439.24$ 284,982.09$ 313,393.02$ 278,314.71$ 326,401.09$ 395,625.03$ 386,765.19$ (8,859.84)$ -2.7% NOVEMBERDECEMBER 322,249.60$ 375,645.98$ 399,614.72$ 430,452.85$ 395,236.33$ 474,135.44$ 577,686.47$ 610,133.53$ 32,447.06$ 6.8% DECEMBERJANUARY 352,042.53$ 428,051.96$ 438,459.34$ 452,559.17$ 438,611.95$ 516,841.98$ 620,466.24$ 608,358.67$ (12,107.57)$ -2.3% JANUARYFEBRUARY 412,444.88$ 492,443.37$ 512,799.03$ 531,544.93$ 511,334.94$ 622,667.85$ 763,661.31$ 814,622.20$ 50,960.89$ 8.2% FEBRUARYMARCH 543,228.57$ 620,206.96$ 669,097.04$ 712,942.14$ 705,782.06$ 888,256.93$ 521,135.76$ 0.0% MARCHAPRIL 380,435.29$ 415,145.01$ 402,338.10$ 526,935.26$ 443,833.96$ 601,701.45$ 24,717.32$ 0.0% APRILMAY 280,714.64$ 304,690.61$ 336,854.77$ 378,521.28$ 337,176.13$ 421,848.28$ 18,718.55$ 0.0% MAYJUNE 281,398.92$ 328,657.32$ 335,012.00$ 381,078.73$ 389,787.29$ 476,344.21$ 381,754.33$ 0.0% JUNEJULY 312,707.52$ 370,339.14$ 396,231.41$ 428,462.13$ 431,050.45$ 474,326.95$ 508,170.25$ 0.0% JULYAUGUST 264,144.99$ 257,923.66$ 259,464.98$ 295,826.48$ 325,659.01$ 305,336.71$ 384,596.43$ 0.0% AUGUSTSEPTEMBER 171,956.45$ 199,471.54$ 228,890.24$ 147,259.33$ 204,075.28$ 185,166.75$ 353,018.29$ 0.0% SEPTEMBER

TOTAL 3,705,495.06$ 4,254,957.34$ 4,484,653.23$ 4,835,597.99$ 4,679,301.77$ 5,532,328.49$ 4,827,818.56$ 2,792,448.42$ 156,740.79$ 5.9%

% INC/DEC PREVIOUS YEAR 15.0% 14.8% 5.4% 7.8% -3.2% 18.2% -12.7%Priceline settlement reflected

MONROE COUNTY MONROE COUNTYFY 2021 VS FY 2020


OCTOBER 1,758,929.03$ 1,965,374.94$ 2,141,690.06$ 2,157,833.03$ 1,656,997.98$ 2,123,347.71$ 2,305,998.46$ 2,271,364.98$ (34,633.48)$ -1.6% OCTOBERNOVEMBER 1,977,793.17$ 2,148,485.43$ 2,477,833.95$ 2,539,226.97$ 2,002,112.89$ 2,700,212.70$ 2,886,313.60$ 2,476,283.58$ (410,030.02)$ -15.2% NOVEMBERDECEMBER 2,620,399.61$ 2,956,618.71$ 3,220,009.97$ 3,281,211.60$ 2,645,864.84$ 3,555,025.27$ 3,886,548.44$ 3,939,795.98$ 53,247.54$ 1.5% DECEMBERJANUARY 2,976,196.47$ 3,463,372.86$ 3,616,585.14$ 3,612,635.15$ 3,002,553.42$ 3,906,461.43$ 4,389,327.53$ 4,035,741.60$ (353,585.93)$ -9.1% JANUARYFEBRUARY 3,334,162.67$ 3,802,126.59$ 4,068,873.18$ 4,038,949.45$ 3,570,733.87$ 4,404,512.94$ 5,172,663.56$ 5,125,461.10$ (47,202.46)$ -1.1% FEBRUARYMARCH 4,024,887.32$ 4,456,892.58$ 4,863,855.87$ 4,772,895.84$ 4,301,475.54$ 5,458,504.05$ 3,294,462.19$ 0.0% MARCHAPRIL 2,984,906.23$ 3,289,817.80$ 3,323,565.34$ 3,841,824.85$ 3,128,268.68$ 4,013,954.68$ 139,133.65$ 0.0% APRILMAY 2,536,487.99$ 2,713,748.46$ 2,877,472.82$ 2,992,791.00$ 2,598,954.04$ 3,184,006.28$ 117,923.04$ 0.0% MAYJUNE 2,300,259.49$ 2,559,313.32$ 2,714,095.26$ 2,857,335.23$ 2,751,956.18$ 3,200,738.92$ 2,493,571.06$ 0.0% JUNEJULY 2,540,317.31$ 2,925,431.77$ 3,237,860.02$ 3,394,442.04$ 2,981,154.00$ 3,457,811.47$ 2,983,303.55$ 0.0% JULYAUGUST 2,227,546.61$ 2,345,497.79$ 2,332,253.92$ 2,470,330.89$ 2,373,498.75$ 2,431,362.38$ 2,330,008.01$ 0.0% AUGUSTSEPTEMBER 1,375,767.55$ 1,687,398.08$ 1,807,003.15$ 762,878.87$ 1,564,228.22$ 1,381,862.62$ 1,998,415.19$ 0.0% SEPTEMBER

TOTAL 30,657,653.45$ 34,314,078.33$ 36,681,098.68$ 36,722,354.92$ 32,577,798.41$ 39,817,800.45$ 31,997,668.28$ 17,848,647.24$ (792,204.35)$ -4.2%

% INC/DEC PREVIOUS YEAR 12.5% 11.9% 6.9% 0.1% -11.3% 22.2% -19.6%Total Priceline settlement reflected



E.3.

*F.S. 129.01 mandates that budgeted receipts must include 95% of all receipts reasonable anticipated. Therefore, a 5% reserve is reflected within the TDC budget.

DATE: April 30, 2021

TO: District II Advisory Committee

FROM: Maxine Pacini, TDC Office Manager

RE: FY 2022 Budget

At this time each year the staff brings forward the FY 2022 annual revenue projections, balance brought forward (BBF), capital projects, promotional and event resources calculated according to the current percentages agreed upon by DAC II. The DAC may adjust those percentages in events and advertising. The BBF includes projected revenue and expense variances, contracts and resource funds not expended in FY 2021.

Projected Annual Two Penny Revenue FY 2022 Less state reserves (FS 129.01) Balance Brought Forward based on FY 2021 Revenue/Expenditure Variances Estimated unexpended event/capital contracts Estimated unexpended capital resources PLUS Capital Economic Disaster Fund PLUS Promotional Resources The FY 2022 budget is allocated as follows: Advertising Campaign Resources VIS; Webcam Available Promotional/Storm Resources (Based on the current 94% after capital & administrative) (FY21 = $609,831 after moving funds around) FROZEN Capital Resources BBF FY 20 Capital Resources BBF FY 21 New Capital Resources Less County Ongoing Beach Commitments FY 22 Available Capital Resources Economic/Natural Disaster Capital Resource BBF Available FY 22 Event Resources (Based on current 6% budget. Allocated $52,500 in FY 21)

$1,319,175 $ (65,959) $ 207,599 $ 552,785 $ 159,825 $ 170,000 $2,395,330 $ 937,057 $(121,548) $ 851,509 $51,905

$ 60,000 $ 99,825 $353,788 $(118,292) $395,321

$170,000 $135,910

2140 S. Dixie Hwy., Suite 203 Miami FL 33133 305-461-3300 [email protected] F1 April 23, 2021 TO: District II Advisory Committee FROM: NewmanPR RE: Report of ongoing activities March 21, 2021, through April 23, 2021

The following report highlights ongoing public relations activities on behalf of District II from March 21, 2021, through April 23, 2021. • Agency representatives attended the TDC meeting via Zoom.

• Agency representatives attended DAC II meeting via Zoom.

• In the U.K., no physical media meetings were held due to the continued coronavirus restrictions. However, U.K. affiliate KBC participated in four media webinars and held additional conversations with industry partners including the new PR director of U.K. tour operator Black Tomato to discuss future collaborations. The webinars featured top-tier journalists representing outlets including ABTA Magazine, TTG, OutThere, TravelMole, independent.co.uk, bbc.com, Monocle, the Observer, Conde Nast Traveller, Lonely Planet, theculturetrip.com, Wanderlust, the Telegraph, BBC Breakfast, Sky News, guardian.co.uk, CNN, Travel Begins at 40, Green Travel Productions, Times LUXX, National Geographic Traveller, Aspire and GlobeTrender.

• KBC and German affiliate GIA each issued one press release during the reporting period. Positive response came from media outlets including House of Coco, loveEXPLORING.com, Bella and Take A Break.

• Across Facebook and Instagram, KBC shared two Keys posts during the reporting period. They included a “Throwback Thursday” themed post that showed David Ezra on a past press trip in the destination.

• GIA continues to work to inspire potential Keys visitors by sending out eye-catching content, focused on the natural beauty and diversity of the destination, via the German Facebook page. The agency reported that the Florida Keys & Key West group now has 3,171 members, while the Facebook page has 16,555 fans.

• Canadian affiliate LMA continued to issue daily and weekly updates and summaries to NewmanPR on Canadian travel news and surveys as well as any Visit Florida activities.

• LMA continued organizing a planned series of Canadian initiatives to keep the Florida Keys at the forefront of Canadian media’s minds. LMA and NewmanPR continue evaluating revisions to previously planned programs based on pandemic conditions within both the U.S. and Canadian markets, as well as the shifting dates for the resumption of travel.

• LMA was preparing to present an entertaining and educational Zoom seminar for media and travel agents on April 22, but when Ontario announced a new state of emergency declaration and stay-at-home order, LMA and NewmanPR decided to postpone it until conditions improve. When it eventually takes place, the seminar is to feature Keys guests including the TDC’s Markham McGill. Its purpose is to spotlight the island chain’s unique offerings while generating interest toward future travel and promoting the Keys’ social channels.

• LMA continues to reach out to influencers that have traveled to the Florida Keys in the past to have them repost their memories/posts and tag the Keys. To date, eight influencers are confirmed to participate, with posts already starting and going into May. Additional participants are being sought.

• LMA continued making plans for virtual deskside meetings with media outlets and contacts to discuss their future travel editorial content, understanding that this is a sensitive time to promote travel given Canada’s restrictions. LMA has also arranged a radio interview with the Travel Radio Show and is awaiting date and time options.

• LMA registered and confirmed attendance to represent the Keys at the next Travel Media Association of Canada Annual Media Marketplace, scheduled June 1-3, 2021. LMA will make media selections in May when the selection process begins.

• LMA representatives promoted the Keys at Travel Media Association of Canada virtual media events and shared Keys updates and information during virtual chats with media members. LMA also is to attend upcoming virtual events on behalf of the destination.

• LMA pitched Florida Keys topics to representatives of various media outlets and freelancers to maintain strong awareness of the destination.

• As well as arranging the radio interview already noted, LMA reached out to media during the reporting period to discuss featuring positive stories about the Florida Keys, since Canadian outlets continue to publish articles that anticipate future travel. LMA’s distribution of the spring e-newsletter highlighting “New Airlift, Resorts and Outdoor Experiences” resulted in solid coverage. Media outlets that picked up on the news items included Travel Courier, Canadian Travel Press and Drift Travel Magazine.

• As the COVID-19 pandemic continued in the U.S. and world, and vaccines became available to an increasing number of people, NewmanPR continued compiling accurate information and communicating it to Keys tourism interests and travel consumers. Agency’s Andy Newman and Julie Botteri continued participating in Monroe County situation status conferences that involve municipalities and infrastructure organizations. In addition, Newman monitored county executive board decision-making conferences and Botteri participated in PIO conferences. Newman

conferred as needed with county officials including health director Bob Eadie, Emergency Management Director Shannon Weiner and County Administrator Roman Gastesi. The agency continued working with Emergency Management, the Florida Department of Health and its Monroe County administrator to assist with coordinating and communicating factual messaging regarding the coronavirus situation. The agency also conferred regularly with officials and special event coordinators regarding events in light of ongoing COVID-19 cases, and continued its active social media campaign urging visitors to comply with local masking mandates and other health protocols.

• Agency’s Julie Botteri monitored the dedicated coronavirus information page on the TDC website and updated it as needed to communicate accurate and evolving national, state, county and municipality health and safety directives. The page focuses on protective health guidelines and mandates for Keys visitors, highlighting the mandatory wearing of masks. Other content includes an informative video featuring Dr. Mark Whiteside, the medical director of the Florida Department of Health in Monroe County, as well as information on CDC recommendations, health protocols undertaken by accommodations and other Keys businesses and entities, and coronavirus facts, resources and information about state and local directives. The section remains linked to a green banner on the website’s homepage.

• At the direction of Stacey Mitchell, agency worked with Tinsley Advertising and Monroe County Airports Director Richard Strickland to produce and install new COVID-19 masking signage prominently displayed to incoming passengers at Key West International Airport. The posters remind arriving passengers to wear masks to protect themselves and others. Agency produced and distributed a photo package to targeted media after signage was installed. Agency also posted social media messaging about the signs, whose production and installation were funded by the TDC.

• NewmanPR continues to produce and manage regular contributions to social media content on the TDC’s Facebook, Twitter, Instagram, TikTok, Pinterest and YouTube channels, during both business hours and evening and weekend hours as needed. A detailed social media report follows this document. Agency continued to post content for its ongoing “Play It Safe” COVID-19 social media campaign that promotes wearing masks and other health safety practices. In addition, agency posts Keys status updates and information about mandatory masking and other required protective measures on the social media channels as appropriate. Agency began a monthlong “Fish & Ships” social media campaign on Facebook, Instagram and Twitter that spotlights water-related and environmental elements including dive and snorkel offerings, artificial reefs and ways to protect the Keys’ in-water ecosystem. Also posted regularly are videos and photographs of tranquil Keys nature and sunset scenes and content on new offerings and cultural elements. Recent posts with notable Facebook reach and engagement included an image of the full moon over the Atlantic Ocean that reached more than 1,087,000 people and drew nearly 119,000 engagements, a shot of waterfront palm trees that reached nearly 251,000 people and drew more than 18,300 engagements, a Facebook Live segment of waves that reached more than 146,700 people and drew more than 13,000 engagements and a

Facebook Live waterfront sunset segment that reached more than 76,700 people and drew some 10,550 engagements.

• Agency finalized all elements for and launched a “Florida Keys Reef Explorer” undersea adventure giveaway whose winner will receive a trip to discover the Keys’ coral reef ecosystem. The challenge kicked off on Earth Day to commemorate the global celebration. The contest is to run through May 6 and its prize includes vouchers for air travel and car rental, two nights' accommodations at Key Largo's Ocean Pointe Suites, two nights at Parmer’s Resort in the Lower Keys and multiple dive and snorkel experiences. To publicize the contest when it launched, agency wrote, distributed to media and posted on the website a release on it.

• In accordance with its contract with South Florida PBS’ “Art Loft,” agency continued providing logistical support, B-roll, Video of the Week footage and other assistance as required for the public television program’s segments. “Art Loft” segments cover different aspects of the art and cultural scene throughout the Keys. As well as reaching a South Florida audience, some segments appear on PBS stations in other major markets.

• Agency interfaced with South Florida PBS about presenting a shortened version of “Island Hopping: Florida Keys” to American Public Television. Producer Crawford Productions finished up a shortened show for review by South Florida PBS. The show is then to be submitted to APT in early May for distribution in the fall or winter. Meanwhile, the syndicated broadcast window for the hour-long version of “Island Hopping” has been extended through July 2021 and the hour-long version is set for airing in the fall on Fox SunSports.

• As a facet of the 2020-21 PR plan, agency compiled Overseas Experience Trail roundups for each Keys district, spotlighting attractions, activities and adventures including those that are non-mainstream, lesser known and “locals’ favorite.” The pieces will be prominently posted to each district’s website section, featured as a blog series and provided to visiting media.

• Agency wrote and submitted a Quick Trips! piece about the TDC’s creation and funding of “Show Love Mask Up” posters and signage at Key West International Airport, emphasizing the need to wear masks, for the May issue of Destinations Florida Tourism Marketing Today, the monthly newsletter for Tallahassee-based Destinations Florida Inc.

• Agency created and provided Keys stories about topics of interest for TourOperatorLand Magazine, distributed to international travel trade and tour operator participants attending the U.S. Travel Association’s IPW 2021, its inbound travel show slated Sept. 18-22 in Las Vegas. Agency’s Laura Myers submitted photos and created 10 stories that included a destination regional itinerary and a piece on outdoor opportunities and reconnecting in the Keys’ wide-open spaces.

• Working with TwoOceansDigital.com, agency produced, distributed and posted the April issue of the “Keys Traveler” e-newsletter and finalized copy for the May issue. Issue topics are selected to be sensitive to evolving coronavirus conditions while continuing the ongoing connection between opt-in subscribers and the Keys. Each

issue generally features Keys cultural, fishing, “dive profile” and cuisine pieces as well as a video segment and a Q&A profile of a designated “Steward of the Keys.” In addition, event-oriented pieces are sometimes included as long as the event adheres to mandated coronavirus safety protocols.

• Agency wrote and posted weekly insider columns for the “Keys Voices” online feature blog and promoted them via social media outlets. Given the ongoing COVID-19 situation, features continue to focus on nature-based, heritage, cultural and relaxation-inducing subjects, events where health practices can be observed and profiles of “Stewards of the Keys.” Agency is currently writing pieces for a monthlong blog series spotlighting the Keys as a place where visitors can reconnect with the people and activities that are meaningful to them.

• Agency wrote and posted twice-monthly entries to the LGBTQ-focused blog, with subjects that are well-considered and positive in the era of coronavirus concerns. Working with TwoOceansDigital.com, agency facilitated distribution of copy and live links to the LGBTQ blog directly to consumers via an opt-in email address list.

• Agency continued checking with event coordinators throughout the Keys regarding postponements, cancellations and revisions to event schedules or content because of the coronavirus crisis. When changes are announced, agency updates the calendar on the TDC website and adjusts plans for publicity accordingly.

• Agency wrote, distributed to the media and posted on the website a release on the 28th annual Lower Keys Chamber of Commerce Dolphin Tournament.

• Each Thursday, Andy Newman provides a live report on aspects of the Keys on U.S. 1 Radio’s Morning Magazine.

• Agency representatives continued participating in webinars on the changing state of travel and media trends resulting from the coronavirus crisis for use in upcoming message creation and media interactions.

• Agency wrote three advisories, and distributed them to tourism interests, regarding a TDC-hosted virtual seminar to inform the industry about the Florida Keys Mosquito Control District/Oxitec pilot program whose goal is to reduce the Keys’ Aedes aegypti mosquito population. When the FKMCD announced the start of the program, agency wrote and distributed an advisory outlining its launch to tourism interests.

• Agency wrote, featured in the e-newsletter and posted on the website a piece on the Keys’ natural outdoor areas, open-air parks and recreation opportunities, focusing on the “wide-open spaces” that offer intrinsic seclusion and “unplugged” enjoyment.

• Agency wrote, featured in the e-newsletter and posted on the website an article on open-air works by artists throughout the island chain.

• Agency wrote, featured in the e-newsletter and posted on the website a roundup of five “can’t-miss” Keys restaurants, featuring one from each district.

• Agency wrote, featured in the e-newsletter and posted on the website a “Stewards of the Keys” profile of eco-entrepreneur Rob Oliverio, owner of Mellow Ventures, and his passion for the Lower Keys backcountry.

• Agency coordinated and provided assistance with media visits for individual journalists and social media influencers including Jonathan Thompson with the U.K. Sunday Times, Laura Di Nardo for traveler.ca, Tony Perottet with Smithsonian Magazine, Matt Meltzer for Matador Network (return visit), Francesca Murray with One Girl One World, Scott Kendall of PlayStayEat.com, Rob Taylor and Chris Taylor with 2 Travel Dads (return visit), Sharon Kurtz of GoNomad.com, Paul Anthony of Affluent New York Magazine, Stinson Carter for Maxim and Just Luxe, Gabrielle Meit and Shanna Sciara of 27 Travels, Misty Dawson with Glam Journey, Mike Shubic of Mike’s Road Trip and Cheryl Rodewig of Road Trips for Families.

• As a result of agency-arranged media visits, assistance to journalists and/or release distribution, during the report period the Keys received coverage from an updated story,“15 Best Restaurants in the Keys that Even the Locals Love,” featuring Lower Keys restaurants Hogfish Bar & Grill, No Name Pub, and The Square Grouper Bar and Grill by Vicky Philpott of vickyflipfloptravels.com; “The 10 Best Beach Towns in Florida” in PureWow.com by Clarissa Burch; “Find Fish, Kitsch and Wildlife in the Florida Keys” in GoWorldTravel.com by Victor Block; “The Perfect Florida Keys Getaway” by Barry Hoy of Asian Maple Leaf blog; and an online version of a “Keys Road Trip” feature that appeared in the December issue of Travel + Leisure.

• Agency issued water-quality advisories as needed to 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. ###

DAC Social Media Report March 2021@floridakeysandkeywest @thefloridakeys @thefloridakeys

993,739

228,446

144,034

ENGAGEMENT METRICS

Likes Received 175,915

Comments Received 1,678

Media Posted 30

*Note: Dips in measurement on the above chart are a result of posts that are not able to have their data input via a third-party measurement software. These are IG Reels and IGTV. The data for these posts have been reflected in the below engagement metrics.

ADVERTISINGREPORT

MAY 11 DAC I I MEETING

DISTRICT ADVISORY COMMITTEE

TINSLEY ADVERTISING 2021 | MAY

G.1.

TINSLEY ADVERTISING

M E D I A R E C A P & R E P O R T I N G

M A Y & J U N E - T V

Spring Spot Market TV - 5/1-5/16New York DMACharlotte DMA

Summer Spot Market TV - 5/10-6/30Miami-Ft. LauderdaleTampaOrlandoWest Palm Beach

M A Y & J U N E - S O C I A L

Facebook/Instagram - 5/1-6/30Good Sam - 5/1-6/30Scuba Diving Instagram Video - 5/8-5/14Sport Fishing Facebook Native Video - 5/1-5/31Saltwater Sportsman Instagram Video - 5/1-5/15

M A Y & J U N E - D I G I T A L

Good Sam Camping/RV Guide Digital Program - 5/1-6/30Tremor Video - 5/10-6/27Sport Fishing ROS - 5/1-5/31Saltwater Sportsman.com ROS - 5/1-5/31Sport Fishing Video Outstream - 5/1-5/31Saltwater Sportsman.com Video Outstream - 5/1-5/31CNN.com - 5/1-5/16

G.1.

2021 | MAY

TINSLEY ADVERTISING


G.1.

2021 | MAY

M A Y & J U N E - S E M

Google Search - 5/1-6/30

M A Y & J U N E - P R I N T

Florida Sport Fishing Magazine - May/JuneSaltwater Sportsman - June

F E B R U A R Y & M A R C H - P R E - R O L L V I D E O

TINSLEY ADVERTISING


G.1.

F E B R U A R Y & M A R C H - B A N N E R S

2021 | MAY

F E B R U A R Y & M A R C H - S O C I A L

TINSLEY ADVERTISING


G.1.

2021 | MAY

TINSLEY ADVERTISING

F E B R U A R Y & M A R C H - G O O G L E A D W O R D S


G.1.

2021 | MAY

TINSLEY ADVERTISING

P R O J E C T R E C A PCurrent & Ongoing Projects

G.1.

2021 | MAY

CURRENT PROJECTSDevelopment of F lagler Award submiss ionsGener ic , Dist r ic t & Umbrel la media planning for FY 21/22Developing the Advert is ing port ion of the FY 21/22 Market ing PlanVideo coordinat ion & release to UK Sales TeamEst imate development for the repr int of the Dive Umbrel la USB & s leeveImage re lease to Two Oceans Dig i ta l for websi te ref reshDesigning the cover page and d iv iders for the 21/22 Market ing PlanMedia Plan presentat ion coordinat ion for 5/11 & 5/12 DAC meet ingsSummer soc ia l coordinat ion across a l l media plansKey Largo Rotary presentat ion coordinat ion and developmentSocia l coordinat ion for Key West nonstop f l ight campaignsCoordinat ing summer in-state Telev is ion Media author izat ions and t raf f ic inst ruct ionsacross a l l media plansPresentat ion coordinat ion for the 4/27 TDC meet ingDevelopment of campaign creat ive concepts (broadcast , out-of-home and dig i ta l ) forlobster mini-seasonDeveloped Facebook and Instagram socia l ads for Dive Umbrel la Reef Explorergiveaway Apr i l campaignUpdat ing pr int ad concept for Dreamscapes spr ing/summer edi t ionSuppl ied images and copy for Dreamscapes spr ing/summer edi t ion advertor ia l F ish ing Facebook post c reat ion and campaign implementat ionDive Facebook post c reat ion and campaign implementat ionDevelopment of mater ia ls for webinar , d ig i ta l guides , banners and emai ls for newlyapproved Travel Weekly d ig i ta l campaignCompi l ing March report ing across media partners and plat formsUpdat ing promot ional l i s t ing and reader serv ice content for Undiscovered Flor idaReleased new Gener ic & Key West Nashvi l le b i l lboards

TINSLEY ADVERTISING


G.1.

2021 | MAY

CURRENT PROJECTSDeveloped and re leased f i sh ing ad for Key West Sal twater Sportsman Emai lReleased d ig i ta l package mater ia ls and pr int ad for onl ine edi t ion of The ExploreFlor ida & Car ibbean ad for Sun Sent inel and Or lando Sent inel for May/ JuneReleased d ig i ta l mater ia ls for May Flamingo Magazine added valueReleased and approved new spread for New York T imes T Magazine Beauty & LuxuryIssueReviewed/approved advertor ia l for AAA L iv ing Magazine summer issueReviewed/approved advertor ia l for Luxury Travel Advisor / Travel Agency Apr i l /May Proofed and approved new interact ive banner concept for Gener ic GroundTruth summercampaign Released , proofed and approved creat ive mater ia ls for Conversant Southeast Texas Co-Op custom banner uni tReviewing ear ly summer d ig i ta l e-blasts f rom var ious publ icat ions before they arepubl ishedOrganiz ing co-op part ic ipat ion for Summer co-op programsDesigning a new Meet ing Planners Guide layout & coverReviewed and approved custom video and banner uni ts for Bonnier ’ s Anglers Guide toIs lamoradaProvided images to the Is lamorada Chamber for thei r I s lamorada Vis i tor GuideDesigning new f ront cover opt ions for 2022 Culture Magazine Coordinat ion of ar twork f rom selected ar t is ts for 2022 Culture MagazineReview and approval of in i t ia l Cul tural Event budgetsCoordinated ad for St . Pete Pr ide GuideCoordinated ad Towleroad P ’Town Pocket Guide Coordinated ad for bonus spread in Passport Magazine JuneReviewed and approved nat ive content ar t ic le f rom IGLTASuppl ied v ideo ad for Cul ture/Marathon May/ June media with Tremor

TINSLEY ADVERTISING


G.1.

2021 | MAY

CURRENT PROJECTSRevised the Accommodat ions Brochure d ig i ta l format and updat ing for ADA compl ianceSuppl ied v ideo ad for Marathon May/ June media with TremorCoordinat ion of custom summer co-op banner uni t with ConversantCreat ion and coordinat ion with Newman PR of new Reef Explorer Getaway soc ia l ad Implement ing new weddings soc ia l media concepts for Key WestReleas ing new :30 and :15 Generat ions spot to run on TV and Digi ta l for summer mediaDesigned and re leased new Key West A i rport safety s ignageCreated and re lease new dive pr int summer concept for co-op ad in Aler t Diver Q2 andScuba Div ing Ju lyReviewed and approved spr ing Flex Frame Units for Key Largo , I s lamorada , Marathon,Key West and CultureReviewing creat ive f rom local partners for appropr iate logo usagePrepar ing creat ive , media and report ing for TDC packetsPrepar ing creat ive , media and report ing for DAC packetsBrochure fu l f i l lment & inventory coordinat ionProof ing a l l campaigns (Pr int , Dig i ta l , Soc ia l Media , Nat ive Content , Out-of-Home,Col lateral ) before they ’ re re leased to the pubs and/or vendorsExecut ing the advert is ing port ion of the FY20/21 Market ing PlanPrepar ing mater ia ls for summer soc ia l media campaigns across a l l d is t r ic ts

TINSLEY ADVERTISING


G.1.

2021 | MAY

MEETINGSAgency at tended the 4/27 TDC meet ing and made thei r Profess ional Advert is ing AgencyServ ices for Monroe County Tour is t Development Counci l Presentat ion . The Counci lvoted to proceed with T ins ley as thei r Advert is ing Agency of RecordAgency at tended the 4/14 & 4/15 Cultural Event Workshops and made a presentat ionon advert is ingAgency at tended the 4/7 F ishing Umbrel la meet ing and received formal approval of thespr ing media add-onAgency at tended the 4/6 & 4/7 DAC meet ings and received input for the FY ‘21/ ’22media plansAgency at tended the 3/16 Cultural Umbrel la meet ing and received approval of theproposed FY 21/22 media plan . Agency a lso received formal approval of a mediarecommendat ionAgency at tended the 3/11 Key Largo Chamber of Commerce meet ing and made apresentat ion on Key Largo advert is ing ef for tsAgency at tended the 3/4 Key West Rotary meet ingAgency at tended the 2/18 Dive Umbrel la meet ing and received approval to proceedwith a spr ing & summer media recommendat ion

TINSLEY ADVERTISING

B I G P I N E F Y 2 0 - 2 1 M E D I A P L A N

G.1.

2021 | MAY

Rev #7

*Halloween (10/31) * X-Mas (12/25) * Mini-Lobster Season (7/28-7/29)

*Election Day (11/3) * Ind Day (7/4) *Lobster Season (8/6-3/31)

*Columbus *Art Basel (12/3-12/6) * Pres Day (2/15) *Easter (4/4) * Memorial Day (5/31)

Day (10/12) *Thanksgiving * MLK Day (1/18) * Labor Day (9/6)

Day (11/26)

Winter Break: Spring Break: Summer Break:

Miami-Dade County Public Schools:

Broward County Public Schools: 3/19-3/28

Palm Beach County Public Schools:

Martin County Public Schools: 3/13-3/21

Hillsborough County Public Schools:

Pinellas County Public Schools 3/13-3/22

Orange County Public Schools:

Osceola County Public Schools: 3/13-3/21

Seminole County Public Schools:

Duval County Public Schools:

Weeks Begin

on Mondays:

28

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p

5-O

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12

-Oc

t

19

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26

-Oc

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2-N

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9-N

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16

-No

v

23

-No

v

30

-No

v

7-D

ec

14

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21

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28

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4-J

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11

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18

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25

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8-F

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15

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22

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1-M

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8-M

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15

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22

-Ma

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29

-Ma

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5-A

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12

-Ap

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19

-Ap

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26

-Ap

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3-M

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10

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17

-Ma

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24

-Ma

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31

-Ma

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7-J

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14

-Ju

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21

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28

-Ju

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5-J

ul

12

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19

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l

26

-Ju

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2-A

ug

9-A

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16

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g

23

-Au

g

30

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6-S

ep

13

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p

20

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p

27

-Se

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GROSS TOTAL

LOCAL MARKET SPOT TELEVISION:

FALL TELEVISION:

• Atlanta DMA :30 $5,572

• Dallas-Ft. Worth DMA :30 $9,690

• Charlotte DMA :30 $2,907

• Tampa/St. Petersburg DMA :30 $19,186

• Orlando/Melbourne DMA :30 $17,423

• West Palm Beach DMA :30 $8,673

Fall Television Sub-Total: $63,450

Monthly Totals:

WINTER TELEVISION:

• New York DMA :30 $60,078

• New York DMA Added per memo approved at 2/23 DAC II Mtg. :30 $11,765

• Chicago DMA :30 $45,543

• Dallas-Ft. Worth DMA :30 $21,318


• Charlotte DMA Added per memo approved at 2/23 DAC II Mtg. :30 $5,335

Winter Television Sub-Total: $161,481

Monthly Totals:

SUMMER TELEVISION:

• Miami/Ft. Lauderdale DMA :30 $19,380

• Tampa/St. Petersburg DMA :30 $19,380

• Orlando/Melbourne DMA :30 $17,442


Summer Television Sub-Total: $64,923

Monthly Totals:

NATIONAL CABLE TELEVISION (FISHING)

• The Fishing Guyz - Airs on Discovery Channel :30 $19,950

(Airs on Discovery Channel available in 96MM homes) 3 Episodes filmed in The Lower Keys. Each episode also includes :30 spot and billboard.

Monthly Totals:

TELEVISION-TOTAL: $309,804

AUG '21MAR '21 APR '21 MAY '21 JUN '21 JUL '21

1/4-3/31 (13 weeks) 1x :30 per week

5/10-7/25

5/10-7/25

$0 $0

$0 $0 $0 $0

$0$0

$0

$0 $25,969 $25,969 $12,985

FY 2021 MEDIA PLANOCT '20

3/13-3/22

3/13-3/22

12/19-1/4

3/13-3/22

12/19-1/4

5/28-8/11

NOV '20 DEC '20 JAN '21 FEB '21

12/19-1/4

11/21-29

11/25-29 12/18-1/4

4th Quarter 1st Quarter 2nd Quarter

3/6-3/14 5/28-8/8

3rd Quarter

5/26-8/8

11/21-29

11/25-29 3/27-4/4

11/21-29 6/10-8/18

11/21-29 5/29-8/9

11/21-29 12/19-1/4 5/29-8/10

11/21-29 5/29-8/8

11/21-29

12/19-1/3

12/19-1/3

3/13-3/21

12/19-1/4

12/19-1/4

6/10-8/22

10/5-12/6

10/5-12/6

5/27-8/8

11/21-29 5/26-8/812/19-1/4

10/5-12/6

10/5-12/6

10/5-12/6

1/11-3/28

1/11-3/28

1/11-3/28

2/8-3/28

5/10-7/25

5/10-7/25

$0 $0

10/5-12/6

SEP '21

$0 $0

$0 $0 $0 $0 $0$12,198 $33,792 $17,460

$0 $38,983 $53,421 $51,977 $11,400 $5,700 $0 $0

4/5-5/16

4/5-5/16

$0$6,650 $6,650 $6,650 $0 $0 $0$0 $0 $0

$0 $0 $0

$0

$0

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DAC II Big Pine Key and The Lower Keys

MCTDC FY 2021 Media Plan 1 3/5/2021

Rev #7





Day (11/26)












Weeks Begin

on Mondays:

28

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5-O

ct

12

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19

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26

-Oc

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2-N

ov

9-N

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16

-No

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23

-No

v

30

-No

v

7-D

ec

14

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21

-De

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28

-De

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4-J

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11

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18

-Ja

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25

-Ja

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1-F

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8-F

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-Fe

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22

-Fe

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1-M

ar

8-M

ar

15

-Ma

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22

-Ma

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29

-Ma

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5-A

pr

12

-Ap

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19

-Ap

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26

-Ap

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3-M

ay

10

-Ma

y

17

-Ma

y

24

-Ma

y

31

-Ma

y

7-J

un

14

-Ju

n

21

-Ju

n

28

-Ju

n

5-J

ul

12

-Ju

l

19

-Ju

l

26

-Ju

l

2-A

ug

9-A

ug

16

-Au

g

23

-Au

g

30

-Au

g

6-S

ep

13

-Se

p

20

-Se

p

27

-Se

p

GROSS TOTAL



3/13-3/22

3/13-3/22

12/19-1/4

3/13-3/22

12/19-1/4

5/28-8/11

NOV '20 DEC '20 JAN '21 FEB '21

12/19-1/4

11/21-29

11/25-29 12/18-1/4


3/6-3/14 5/28-8/8

3rd Quarter

5/26-8/8

11/21-29

11/25-29 3/27-4/4

11/21-29 6/10-8/18

11/21-29 5/29-8/9

11/21-29 12/19-1/4 5/29-8/10

11/21-29 5/29-8/8

11/21-29

12/19-1/3

12/19-1/3

3/13-3/21

12/19-1/4

12/19-1/4

6/10-8/22

5/27-8/8

11/21-29 5/26-8/812/19-1/4

SEP '21

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DIGITAL:

Good Sam Camping/RV Guide - Digital Program:

• Halo Online Only Package Various $11,394

• Good Sam Campground Search Takeover Hero Image Photo $7,113

• Good Sam Explore Featured Ad (All year) Photo/Text Ad $1,003

• Good Sam Facebook/Instagram Website Click Ads Photo/Copy $3,557

• Good Sam RVNavigator Banner 200 x 200 $3,010

Monthly Totals:

• Facebook/Instagram Social Dedicated Sponsored Ad :15 Video N/A $17,100

Monthly Totals:

• Scuba Diving Facebook Native Video AdsVideo Post created

by Scuba Diving40,000 1/16-1/22 $1,824

• PADI Facebook Native Video AdsVideo Post created

by Scuba Diving40,000 3/8-

3/14 $1,824

• Scuba Diving Instagram Video AdsVideo Post created

by Padi40,000 $1,824

• PADI Instagram Video AdsVideo Post created

by Padi40,000 $1,824

Monthly Totals:

• CNTraveler.com (Conde Nast) Native content story promoted via social media 1,500,000 $22,800

Monthly Totals:

• OutsideOnline.com (Visit Florida Co-op Program Display & Email Package 317,000 $8,550

Targeting Adventure Traveler ROS banners 217,000 imp. +100% SOV email to 100,000 subs. 8 Email

Monthly Totals:

• Adara - Re-targets users searching online for airfares & hotel Pre-Roll :15 3,103,448 $51,300

rooms in Florida (exluding Orlando) & Caribbean. Also re-targeting + 300 x250 Companion Banner Geo-Targeted to FL, GA, NC, SC, TX Geo-Targeted to NY, CHI, PHL, BOS and DC

visitors to Big Pine page of fla-keys.com. Adara has exclusive access to loyalty members & travelers data of Delta, United, US Airways, Marriott, Preferred Hotels, Wyndham, Travelport, Airfare.com, Kayak+more

Monthly Totals:

• Tremor Video Mobile/Tablet/Desktop Pre-Roll :15 1,290,322 $68,400

Geo Fence/Re-targeting to camping/RVers and active adventurists Geo-Targeted to FL, GA, NC, SC, TX Geo-Targeted to NY, CHI, PHL, BOS and DC Geo-Targeted to Florida

• Tremor Video Connected TV/OTT Streaming Pre-Roll :15 12/3-12/7 $1,211

Monthly Totals:

• Sport Fishing ROS 300 x 600 Halo Unit 57,500 $1,966

• Saltwater Sportsman.com ROS 300 x 600 Halo Unit 57,500 $1,966

• Sport Fishing Facebook Native Video Ad 65,500 $3,734

• Saltwater Sportsman Instagram Video Ads 63,000 $3,592

• Sport Fishing Video Outstream 1280 x 720 37,500 $1,496

• Saltwater Sportsman.com Video Outstream 1280 x 720 37,500 $1,496

Monthly Totals:

5/8-5/14

• Annual: Search result ad, home page featured ad, video, regional travel blog, advertorial highlight, email & web link, 12 photos, logo & social media links. Paid social

remarketing (6) Jan, Feb, Mar, Apr, May, Jun; Paid Search Remarketing (3) Apr, May, Jun; Google Display Ads (3) Jan, Feb, Mar; & online directory listing.

February

5/15-5/31

5/1-5/15

10/1-12/31

10/5-12/6

10/5-12/6

5/10-6/27

1/11-3/28

1/11-3/28

Annual (Year Round)

January-September (Florida Welcome Section & RV Trip Section)

$0 $0

$7,600 $7,600 $7,600 $0 $0 $0 $0 $0 $0 $0 $0 $0

$7,462

$0 $0 $0 $2,898 $2,898 $2,898 $2,898 $2,898 $2,897 $2,897 $2,897 $2,897

July

$1,425

Jan-Mar(3) Takeovers: (1) FL, GA, NC; (2) TX, SC, AL (3) TN, AZ,

NV

Apr-Jun (3) Takeovers: (1) FL, GA, NC; (2)TX, SC, AL; (3) TN, AZ,

NV

January February

$0$0 $0 $0 $0 $0

$1,425 $1,425 $1,425 $1,425

$0 $0 $0 $8,550

$7,295 $0 $0 $0

$0$7,524 $12,540 $3,719 $9,949

$0

$7,600 $12,667 $2,533 $9,500 $9,500 $9,500 $0 $0 $0 $0 $0 $0

$0 $0 $0 $0 $0$0

$0 $0 $0 $0 $0 $0 $0 $14,250 $0

5/1-5/31

$1,425

$0

$0

$1,425

5/1-5/31

$1,425 $1,425 $1,425 $1,425

March

February March April May June

$1,425

7/8-7/14

$0

$0 $0 $0

5/1-5/31

$9,940 $0

5/1-5/31

$10,562 $7,915



Rev #7





Day (11/26)












Weeks Begin

on Mondays:

28

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12

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19

-Oc

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26

-Oc

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2-N

ov

9-N

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16

-No

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23

-No

v

30

-No

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7-D

ec

14

-De

c

21

-De

c

28

-De

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4-J

an

11

-Ja

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18

-Ja

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25

-Ja

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1-F

eb

8-F

eb

15

-Fe

b

22

-Fe

b

1-M

ar

8-M

ar

15

-Ma

r

22

-Ma

r

29

-Ma

r

5-A

pr

12

-Ap

r

19

-Ap

r

26

-Ap

r

3-M

ay

10

-Ma

y

17

-Ma

y

24

-Ma

y

31

-Ma

y

7-J

un

14

-Ju

n

21

-Ju

n

28

-Ju

n

5-J

ul

12

-Ju

l

19

-Ju

l

26

-Ju

l

2-A

ug

9-A

ug

16

-Au

g

23

-Au

g

30

-Au

g

6-S

ep

13

-Se

p

20

-Se

p

27

-Se

p

GROSS TOTAL



3/13-3/22

3/13-3/22

12/19-1/4

3/13-3/22

12/19-1/4

5/28-8/11

NOV '20 DEC '20 JAN '21 FEB '21

12/19-1/4

11/21-29

11/25-29 12/18-1/4


3/6-3/14 5/28-8/8

3rd Quarter

5/26-8/8

11/21-29

11/25-29 3/27-4/4

11/21-29 6/10-8/18

11/21-29 5/29-8/9

11/21-29 12/19-1/4 5/29-8/10

11/21-29 5/29-8/8

11/21-29

12/19-1/3

12/19-1/3

3/13-3/21

12/19-1/4

12/19-1/4

6/10-8/22

5/27-8/8

11/21-29 5/26-8/812/19-1/4

SEP '21

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DIGITAL:

• Google - Search Engine Marketing Various Search Terms $11,400

Monthly Totals:

• CNN.com geo-targeted to NY, CHI, CLT, Nashville, Atlanta, FL :15 Pre-Roll 602,259 $18,548

(added per memo approved at 2/23 DAC II mtg.) Monthly Totals:

DIGITAL-TOTAL: $246,931

PRINT:

• Scuba Diving Magazine Full Page 4C 85,000 $8,322

Monthly Totals:

• Florida Sport Fishing Magazine Full Page 4C 70,000 $5,585

Monthly Totals:

• Saltwater Sportsman Full Page 4C 125,000 $9,189

Monthly Totals:

PRINT-TOTAL: $23,096

MEDIA SPEND TO DATE: $579,831

PRODUCTION TOTAL: $15,000

RESOURCES: $15,000

$609,831

*Please note separate from the above budget there is also $51,905 in Emergency (Promotional/Storm) Resources

Grand Total-Monthly Totals: $579,831

GRAND TOTAL BUDGET:

DAC II BIG PINE KEY & THE LOWER KEYS FY 2021 BUDGET SUMMARY

Revision 1: Added $43,883 from events to advertising at the 5/12/2020 DAC II Mtg. $565,948

original budget + $43,883=$609,831 revised budget.

May/June

June

November/December

January/February$0 $0 $0

$950 $950 $950 $950 $950$950 $950 $950 $950 $950

$0 $0 $0 $8,322 $0 $0 $0 $0 $0

$0 $0

$0 $0 $0

$0 $0 $2,793 $0 $0$0 $0 $2,793 $0 $0

$0 $0 $0 $0 $0 $0 $9,189 $0 $0

$37,297 $68,974 $36,480 $76,190 $93,343 $90,635 $29,038 $79,919 $39,156 $18,257 $5,272 $5,272

Annual

$0 $0 $04/5-5/16

$950 $950

$0 $0 $0 $0 $0 $0 $12,365 $6,183 $0



Rev #7





Day (11/26)












Weeks Begin

on Mondays:

28

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p

5-O

ct

12

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t

19

-Oc

t

26

-Oc

t

2-N

ov

9-N

ov

16

-No

v

23

-No

v

30

-No

v

7-D

ec

14

-De

c

21

-De

c

28

-De

c

4-J

an

11

-Ja

n

18

-Ja

n

25

-Ja

n

1-F

eb

8-F

eb

15

-Fe

b

22

-Fe

b

1-M

ar

8-M

ar

15

-Ma

r

22

-Ma

r

29

-Ma

r

5-A

pr

12

-Ap

r

19

-Ap

r

26

-Ap

r

3-M

ay

10

-Ma

y

17

-Ma

y

24

-Ma

y

31

-Ma

y

7-J

un

14

-Ju

n

21

-Ju

n

28

-Ju

n

5-J

ul

12

-Ju

l

19

-Ju

l

26

-Ju

l

2-A

ug

9-A

ug

16

-Au

g

23

-Au

g

30

-Au

g

6-S

ep

13

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p

20

-Se

p

27

-Se

p

GROSS TOTAL



3/13-3/22

3/13-3/22

12/19-1/4

3/13-3/22

12/19-1/4

5/28-8/11

NOV '20 DEC '20 JAN '21 FEB '21

12/19-1/4

11/21-29

11/25-29 12/18-1/4


3/6-3/14 5/28-8/8

3rd Quarter

5/26-8/8

11/21-29

11/25-29 3/27-4/4

11/21-29 6/10-8/18

11/21-29 5/29-8/9

11/21-29 12/19-1/4 5/29-8/10

11/21-29 5/29-8/8

11/21-29

12/19-1/3

12/19-1/3

3/13-3/21

12/19-1/4

12/19-1/4

6/10-8/22

5/27-8/8

11/21-29 5/26-8/812/19-1/4

SEP '21

Ho

lid

ays/

Even

ts

Pu

bli

c S

ho

ols

Vacati

on

C

ale

nd

ars

TOTAL MEDIA SPEND TO DATE: $579,831

Televison

$309,804

53%

Digital

$246,931

43%

Print

$23,096

4%

DAC II BIG PINE KEY & THE FLORIDA LOWER KEYS

FY 2021 PLAN DISTRIBUTION BY MEDIA

Televison

Digital

Print



TINSLEY ADVERTISING

G.2.

2021 | MAY

The Agency wi l l be present ing and seeking approval of the proposed FY 21/22 MediaPlan . Lower Keys ' media plan is at tached for reference .

C O N S I D E R A T I O N & A C T I O N : F Y 2 1 / 2 2 M E D I A P L A N

H o l i d a y s / E v e n t s: *X-Mas (12/25)*Halloween (10/31) * New Year's Day (1/1) * President's Day (2/21) *Easter (4/17) *Ind. Day (7/4) *Labor Day (9/5)

*Thanksgiving (11/25) *Memorial Day (5/30) *Mini Lobster Season (7/28-29)*Columbus *Art Base1 (12/2-12/5) *MLK Day (1/17) *Lobster Season (8/6-3/31) Day (10/22)

S c h o o l B r e a k s: Fall Break: Winter Break: Spring Break: Summer BrealMiami-Dade County Public Schools:

Broward County Public Schools:Palm Beach County Public Schools: 3/21-3/28

Martin County Public Schools: 3/12-3/20Hillsborough County Public Schools: 3/12-3/20

Pinellas County Public Schools: 3/12-3/20Orange County Public Schools: 3/12-3/20

Osceola County Public Schools: 3/12-3/20Seminole County Public Schools: 3/12-3/20

Duval County Public Schools 3/12-3/20

27-S

ep

4-O

ct

11-O

ct

18-O

ct

25-O

ct

1-N

ov

8-N

ov

15-N

ov

22-N

ov

29-N

ov

6-D

ec

13-D

ec

20-D

ec

27-D

ec

3-Ja

n

10-J

an

17-J

an

24-J

an

31-J

an

7-Fe

b

14-F

eb

21-F

eb

28-F

eb

7-M

ar

14-M

ar

21-M

ar

28-M

ar

4-A

pr

11-A

pr

18-A

pr

25-A

pr

2-M

ay

9-M

ay

16-M

ay

23-M

ay

30-M

ay

6-Ju

n

13-J

un

20-J

un

27-J

un

4-Ju

l11

-Jul

18-J

ul25

-Jul

1-A

ug

8-A

ug

15-A

ug

22-A

ug

29-A

ug

5-Se

p

12-S

ep

19-S

ep

Unit SizeS P O T T E L E V I S I O N• New York DMA :30 $108,421

• Chicago DMA :30 $47,142


• Nashville DMA :30 $22,767

• Miami-Ft. Lauderdale DMA :30 $26,076

• Tampa-St. Petersburg DMA :30 $16,739

• Orlando-Melbourne DMA :30 $24,564


• Jacksonville DMA :30 $6,032

• Ft. Myers-Naples DMA :30 $7,180

F I S H I N G T E L E V I S I O N• The Fish Guyz (3 Episodes filmed in Lower Keys w/:30 spots :30 $19,494 & billboards. Airs nationally on Discovery Channel)

TELEVISION TOTAL: $366,823

D I G I T A LRV/Camping:• RV.com Digital - Sponsored Content + content promotion in one E-Newsletter 1,000,000 $17,101• RV.com Digital - Banners & E-Newsletter 728 x 90, 600 x 150, 970 x 90, 300 x 250, 180 x 190 1,000,000

Social:• Facebook/Instagram sponsored ads $17,101 • Scuba Diving Social Facebook Native Video Ads Padi Created 40,000 1/17-21

• PADI Social Facebook Native Video Ads Padi Created 40,000 3/8-11 $7,297• Scuba Diving Social Instagram Video Ads Padi Created 40,000• PADI Social Instagram Video Ads Padi Created 40,000

• Sport Fishing/Saltwater Sportsman FB/Instagram sponsored ads $14,250 Connected TV (CTV)/Over-The-Top (OTT):• Motto :15 559,175 $34,200

• Disney Hulu XP (runs on Nat Geo, Hulu, Disney, ABC, Freeform and FX) :15 750,000 $28,500 Targeted to HH $150k+ Families

$0.00$0.00 $0.00 $0.00 $0.00 $9,747.00 $9,747.00 $0.00 $0.00

$0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $6,518.00 $8,691.00

$1,425.00 $1,425.00 $1,425.00 $1,425.00 $1,425.00

$0.00

$0.00 $8,550.00 $0.00

October March April May

1/8-4/3 (13 weeks)

$0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $14,250.00 $0.00

$0.00 $0.00 $0.00 $1,824.00

5/9-7/17$0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $1,508.00 $2,011.00 $2,513.00

$0.00 $8,550.00 $0.00 $0.00

$2,394.00 $2,990.00

$0.00 $0.00

$0.00

$0.00

$4,184.00 $5,579.00 $6,976.00 $0.00 $0.00

5/9-7/17$0.00 $0.00

5/9-7/17$3,921.00 $0.00$2,352.00$0.00 $0.00 $0.00

$0.00

M A R ' 2 21 S T Q U A R T E R

A P R ' 2 2 A U G ' 2 2 S E P ' 2 22 N D Q U A R T E R 3 R D Q U A R T E R

$13,940.00 $18,587.00

$10,235.00

$0.00 $0.00 $0.00 $0.00 $3,136.00

$8,188.00

$0.00 $0.00

$0.00

$0.00

$0.00 $0.00$17,100.00 $17,100.00

$0.00

FY 2022 MEDIA PLAN 11/24-11/28

GROSS TOTAL

M A Y ' 2 2 J U N ' 2 2 J U L ' 2 2

$0.00 $0.00

O C T ' 2 1 N O V ' 2 1 D E C '2 14 T H Q U A R T E R

J A N ' 2 2 F E B ' 2 2

12/20-1/312/20-1/3

5/26-8/95/28-8/9

$25,511.00$19,133.00 $25,511.00 $0.00 $0.001/10-1/30

5/27-8/95/29-8/85/27-8/95/26-8/912/20-1/3

12/20-1/312/20-1/3

$0.00

$0.00 $0.00 $0.00 $0.00 $0.00 $6,141.00

$0.00 $0.00 $0.00 $1,796.00

$0.00

$0.00

$7,295.00 $10,000.00 $0.00

6/9-8/22

$11,093.00 $0.00 $0.00

11/25-11/2911/20-11/28

12/20-1/2 5/27-8/9

11/25-11/2811/24-11/2811/20-11/2811/24-11/2811/20-11/28

11/25-11/2911/22-11/28 6/10-8/16

5/27-8/93/18-3/27

12/20-1/312/20-1/312/20-1/312/20-1/2

3/21-3/27

$0.00 $0.00 $0.00 $5,471.00

$0.00

$0.00 $0.00

$0.00 $0.00 $0.00 $0.00 $0.00 $0.00

$13,940.00

$0.00$8,319.00 $0.00 $8,319.00 $0.00 $0.00

$0.00$0.00$18,591.00 $0.00 $0.00 $0.00

$0.00 $0.00 $0.00 $0.00 $0.00 $0.00

$0.00$11,092.00

1/10-1/30 1/31-2/27 2/28-3/27

$1,824.00 $0.00 $1,824.00

$0.00$0.00

$1,425.00 $1,425.00 $1,425.00 $1,425.00 $1,425.00

$0.00 $0.00

$0.00

$0.00

$0.00

$0.00

1/10-1/30 2/1-2/27$0.00 $14,250.00 $14,250.00 $0.00

$0.00 $0.00$0.00 $0.00

5/9-7/17$0.00

5/9-7/17$10,867.00

$1,425.00

$0.00 $0.00 $0.00

$1,824.00 $0.00 $0.00

$0.00

$1,425.00

$0.00$0.00

May

5/9-7/17

$0.00 $0.00

5/9-14

7/8-14

$0.00 $0.00

$0.00 $0.00

November December

11/1-11/21

10/11-10/31 11/1-11/21

10/11-10/31$0.00

January February

PROPOSED MEDIA PLAN

JanuaryNovember

$0.00

2/28-3/27

1/10-1/30 1/31-2/27 2/28-3/27

1/10-1/30 1/31-2/27 2/28-3/27

$19,133.00 $19,133.00 $0.0010/11-10/31

10/4-10/31 11/1-11/30

$0.00 $0.00

11/1-11/21

1/31-2/27

$13,940.00

$8,319.00

June July August September

Big Pine The Florida Lower KeysMCTDC FY 2022 Media Plan 1 4/29/2021









27-S

ep

4-O

ct

11-O

ct

18-O

ct

25-O

ct

1-N

ov

8-N

ov

15-N

ov

22-N

ov

29-N

ov

6-D

ec

13-D

ec

20-D

ec

27-D

ec

3-Ja

n

10-J

an

17-J

an

24-J

an

31-J

an

7-Fe

b

14-F

eb

21-F

eb

28-F

eb

7-M

ar

14-M

ar

21-M

ar

28-M

ar

4-A

pr

11-A

pr

18-A

pr

25-A

pr

2-M

ay

9-M

ay

16-M

ay

23-M

ay

30-M

ay

6-Ju

n

13-J

un

20-J

un

27-J

un

4-Ju

l11

-Jul

18-J

ul25

-Jul

1-A

ug

8-A

ug

15-A

ug

22-A

ug

29-A

ug

5-Se

p

12-S

ep

19-S

ep



FY 2022 MEDIA PLAN 11/24-11/28

GROSS TOTAL

M A Y ' 2 2 J U N ' 2 2 J U L ' 2 2O C T ' 2 1 N O V ' 2 1 D E C '2 14 T H Q U A R T E R

J A N ' 2 2 F E B ' 2 2

12/20-1/312/20-1/3

5/26-8/95/28-8/9

5/27-8/95/29-8/85/27-8/95/26-8/912/20-1/3

12/20-1/312/20-1/3

6/9-8/22

11/25-11/2911/20-11/28

12/20-1/2 5/27-8/9

11/25-11/2811/24-11/2811/20-11/2811/24-11/2811/20-11/28

11/25-11/2911/22-11/28 6/10-8/16

5/27-8/93/18-3/27

12/20-1/312/20-1/312/20-1/312/20-1/2

3/21-3/27

PROPOSED MEDIA PLAN

D I G I T A LAudience Content Recognition (ACR)

• Samba :15 Pre-Roll 1,111,111 $34,201

Streaming Audio:

• Katz Digital Audio (includes Spotify, Pandora, Iheart, etc.) :30 audio ads 2,083,334 $28,500 Contextual Advertising:

• GumGum - Video unit targeted in content about adventure travel. :15 Video Unit 1,315,789 $28,500

Active/Adventure Enthusiasts:• OutsideOnline.com Package: • Outside Video Channel :15 Pre and Mid-Roll Views 5,000 $1,425 • Homepage Takeover: 320 x 50 or 300 x 50, 300 x 250, 300 x 600, 970 x 250 35,000 $2,793 • Bonus Homepage Takeover: 320 x 50 or 300 x 50, 300 x 250, 300 x 600, 970 x 250 35,000 $0 • Destination Spotlight (Created by Outside) 50,000 $1,710 • "What You Missed" Newsletter Inclusion w/logo (88 x 31), copy & link 95,000 $2,280 • Destinations News Spon. w/natve integration 300 x 250, 728 x 90 + copy, link, image 95,000 $4,076 • Adventure & Travel Channel 320 x 50 or 300 x 50, 300 x 250, 300 x 600, 970 x 250 65,000 $2,519 • ROS Units 320 x 50 or 300 x 50, 300 x 250, 300 x 600, 970 x 250 156,461 $4,281 • Bonus ROS Network 320 x 50 or 300 x 50, 300 x 250, 300 x 600, 970 x 250 80,000 $0 Native - Travel Enthusiasts:

• CNTraveler.com - Conde Nast Traveler native content w/social promotion 1,700,000 $37,620 Pre-Roll:• Tremor Video :15 Pre-Roll 3,387,123 $59,850 Search Engine Marketing• Google Ad Words Copy/URL $17,101

DIGITAL TOTAL: $343,306

10/4-10/31 11/1-11/30

1/31/-2/27 2/28-3/27

$0.00 $0.00

$0.00 $0.00

10/4-12/31

1/31/-2/27 2/28-3/27$0.00 $0.00 $0.00 $0.00 $14,250.00 $14,250.00 $0.00

12/1-5/31$0.00 $0.00 $3,181.00 $3,181.00 $3,181.00 $3,180.00 $3,180.00 $3,180.00 $0.00 $0.00 $0.00

$0.00

$0.00

$0.00

$0.00

$0.00 $0.00

$0.00 $0.00 $0.00 $0.00 $0.00 $0.00

$0.00 $0.00 $0.00 $0.00

$0.00

12/1-5/3112/1-5/3112/1-5/3112/1-5/3112/1-5/3112/1-5/31

10/11-12/5$10,687.50 $14,250.00 $3,562.50 $0.00 $0.00 $0.00

$17,100.00 $17,100.00 $0.00

$19,950.00 $0.00

12/1-5/3112/1-5/31

$19,950.00 $0.00

$12,540.00 $12,540.00 $0.00 $0.00 $0.00 $0.00 $0.00

$0.00

$0.00 $0.00

$0.00 $0.00

$1,425.00 $1,425.00 $1,425.00 $1,425.00 $1,425.00 $1,425.00 $1,425.00 $1,425.00 $1,425.00 $1,425.00 $1,425.00 $1,425.00

$0.00 $0.00 $0.00 $0.00 $19,950.00

September

$0.00 $0.00$12,540.00

5/3-5/29

October November December January February March April May June July August










27-S

ep

4-O

ct

11-O

ct

18-O

ct

25-O

ct

1-N

ov

8-N

ov

15-N

ov

22-N

ov

29-N

ov

6-D

ec

13-D

ec

20-D

ec

27-D

ec

3-Ja

n

10-J

an

17-J

an

24-J

an

31-J

an

7-Fe

b

14-F

eb

21-F

eb

28-F

eb

7-M

ar

14-M

ar

21-M

ar

28-M

ar

4-A

pr

11-A

pr

18-A

pr

25-A

pr

2-M

ay

9-M

ay

16-M

ay

23-M

ay

30-M

ay

6-Ju

n

13-J

un

20-J

un

27-J

un

4-Ju

l11

-Jul

18-J

ul25

-Jul

1-A

ug

8-A

ug

15-A

ug

22-A

ug

29-A

ug

5-Se

p

12-S

ep

19-S

ep



FY 2022 MEDIA PLAN 11/24-11/28

GROSS TOTAL


J A N ' 2 2 F E B ' 2 2

12/20-1/312/20-1/3

5/26-8/95/28-8/9

5/27-8/95/29-8/85/27-8/95/26-8/912/20-1/3

12/20-1/312/20-1/3

6/9-8/22

11/25-11/2911/20-11/28

12/20-1/2 5/27-8/9

11/25-11/2811/24-11/2811/20-11/2811/24-11/2811/20-11/28

11/25-11/2911/22-11/28 6/10-8/16

5/27-8/93/18-3/27

12/20-1/312/20-1/312/20-1/312/20-1/2

3/21-3/27

PROPOSED MEDIA PLAN

P R I N T

• RV Magazine Full Page, 4C 320,000 3 $35,910

• Scuba Diving Magazine Full Page, 4C 320,000 1 $8,322

• Saltwater Sportsman Magazine Full Page, 4C 320,000 1 $9,189

• Florida Sport Fishing Magazine Full Page, 4C 320,000 2 $5,586

PRINT TOTAL: $59,007

PROPOSED MEDIA SPEND: $769,136PRODUCTION: $15,000

RESOURCES REMAINING: $67,373GRAND TOTAL-BUDGET: $851,509

Grand Total - Monthly Budgets $769,136

Please note separate from the above budget there is also $51,905 in Emergency (Promotional/Storm) resources.

$42,176.00 $2,850.00 $2,850.00$113,639.50 $116,575.00 $34,103.50 $85,840.00 $126,713.00 $116,996.00 $18,000.00 $67,346.00 $42,038.00

$2,793.00 $0.00 $0.00 $0.00 $0.00

January/February

June

May/June$0.00 $2,793.00 $0.00 $0.00 $0.00 $0.00 $0.00

November/December

$0.00 $0.00 $0.00

$0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $9,189.00 $0.00 $0.00 $0.00

$0.00 $0.00 $0.00 $8,322.00 $0.00 $0.00 $0.00 $0.00 $0.00

$0.00 $0.00 $0.00$11,970.00 $0.00 $11,970.00 $0.00 $0.00 $0.00 $11,970.00 $0.00 $0.00December April

BIG PINE & LOWER KEYS FY 2022 BUDGET SUMMARY

October










27-S

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4-O

ct

11-O

ct

18-O

ct

25-O

ct

1-N

ov

8-N

ov

15-N

ov

22-N

ov

29-N

ov

6-D

ec

13-D

ec

20-D

ec

27-D

ec

3-Ja

n

10-J

an

17-J

an

24-J

an

31-J

an

7-Fe

b

14-F

eb

21-F

eb

28-F

eb

7-M

ar

14-M

ar

21-M

ar

28-M

ar

4-A

pr

11-A

pr

18-A

pr

25-A

pr

2-M

ay

9-M

ay

16-M

ay

23-M

ay

30-M

ay

6-Ju

n

13-J

un

20-J

un

27-J

un

4-Ju

l11

-Jul

18-J

ul25

-Jul

1-A

ug

8-A

ug

15-A

ug

22-A

ug

29-A

ug

5-Se

p

12-S

ep

19-S

ep



FY 2022 MEDIA PLAN 11/24-11/28

GROSS TOTAL


J A N ' 2 2 F E B ' 2 2

12/20-1/312/20-1/3

5/26-8/95/28-8/9

5/27-8/95/29-8/85/27-8/95/26-8/912/20-1/3

12/20-1/312/20-1/3

6/9-8/22

11/25-11/2911/20-11/28

12/20-1/2 5/27-8/9

11/25-11/2811/24-11/2811/20-11/2811/24-11/2811/20-11/28

11/25-11/2911/22-11/28 6/10-8/16

5/27-8/93/18-3/27

12/20-1/312/20-1/312/20-1/312/20-1/2

3/21-3/27

PROPOSED MEDIA PLAN

PROPOSED MEDIA SPEND: $769,136

Television $366,82348%

Digital $343,30644%

Print $59,0078%

B I G P I N E & L O W E R K E Y SFY 2022 PLAN DISTRIBUTION BY MEDIA

Television

Digital

Print


Percent Change from 2019Source Key Data 2021 2019 2021 2019 2021 2019 Occ ADR RevPAR

April 79.0 53.0 414.00 341.00 300.00 132.00 0.49 0.21 1.27May 66.0 40.0 380.00 326.00 221.00 89.00 0.65 0.17 1.48June 59.0 36.0 356.00 305.00 187.00 78.00 0.64 0.17 1.40

ADR RevPAROcc %

The following data represents Florida Keys Vacation Rental data for three months beginning 4/1/21 as of 4/28/21 compared to 4/4/19 as of 05/02/19. Similar to Smith Travel reporting, these statistics are for those properties that subscribe to the program.

H.1

4/30/2021 Performance & Outlook

1/1

Green: flat or upYellow: -10% to flatRed: less than -10%

Occupancy vs STLYMarketYear

Monroe CountyCommitted Occupancy %

YoY Committed Occupancy Change

YoY Group Committed Change

YoY Transient Reserved Change

YoY Business Change

YoY Leisure Change

2021

Qtr 2

April

May

June

Qtr 3

July

August

September

Qtr 4

October

November

December

2022

Qtr 1

January

37.3%76.3%93.6%76.3%59.0%21.0%31.9%16.7%14.2%14.9%17.4%15.8%11.7%8.4%8.4%8.4%

230.4%548.3%

2808.9%521.5%197.9%72.2%95.1%55.4%51.0%51.1%26.2%70.1%77.2%83.1%83.1%83.1%

74.4%209.2%606.7%430.5%36.8%-1.1%

7.6%-21.5%10.5%40.9%-8.0%81.6%92.9%85.4%85.4%85.4%

282.7%637.6%

4006.7%534.8%248.0%95.9%

113.2%84.3%71.6%55.7%42.0%64.1%71.9%80.0%80.0%80.0%

Total 34.3% 223.9% 75.5% 277.5%

As-of date

April 25, 2021

Stay dates

4/1/2021 1/31/2022

Current Transient and Group Committed and YoY Committed Occupancy Change

0K

50K

100K

0.0%

1000.0%

2000.0%

3000.0%

Apr 21 May 21 Jun 21 Jul 21 Aug 21 Sep 21 Oct 21 Nov 21 Dec 21 Jan 22

Current Transient Reserved Current Group Committed YoY Committed Occupancy Change

Tier

ALL Tiers

YoY Occupancy, ADR & RevPAR Change *

Market

Monroe County

* Tier & Weekpart filters do not apply;

estimated RevPAR change = Occ change +

ADR change

Weekpart

Weekday Weekend

4/30/2021 Weekly Pickup & Group Block

1/1

As-of date

April 25, 2021

Group Reserved vs Committed

0K 61K

31K

Stay dates

4/1/2021 1/31/2022

Tier

ALL Tiers

Market

Monroe County

Reserved PickupWeek Starting

ReservedOccupancy %

YoY Total ADRChange (avg)

WoW TotalPickup

WoW GroupReserved Pickup

March 28, 2021April 04, 2021April 11, 2021April 18, 2021April 25, 2021May 02, 2021May 09, 2021May 16, 2021May 23, 2021May 30, 2021June 06, 2021June 13, 2021June 20, 2021June 27, 2021July 04, 2021

96%96%93%93%88%81%76%78%66%59%59%59%55%38%32%

171%179%150%145%83%51%41%34%39%44%33%33%26%29%32%

0%0%0%5%9%7%

10%10%11%10%9%9%

10%12%11%

0%0%0%1%2%3%

12%19%3%7%5%

15%5%4%6%

Total 32% 35% 8% 7%

Group BlockWeek Starting

YoY GroupCommitted Change

Current GroupCommitted

WoW GroupBlock Change

Current GroupReserved


Reserved GroupADR Change (avg)

RemainingTotal RN

YoY RetailChange

YoY NegotiatedChange

March 28, 2021April 04, 2021April 11, 2021April 18, 2021April 25, 2021May 02, 2021May 09, 2021May 16, 2021May 23, 2021May 30, 2021June 06, 2021June 13, 2021June 20, 2021June 27, 2021July 04, 2021July 11, 2021July 18, 2021

37.2%433.0%

2103.6%822.6%496.6%

1258.6%586.1%

1176.6%121.1%

2.8%39.8%25.5%70.2%

114.6%67.8%9.3%

55.2%

2731,4392,4463,0173,1442,4592,4222,9491,6891,6702,2431,7642,037

663668

1,1781,159

0%0%0%

-1%1%4%4%7%4%3%1%8%3%

-0%29%3%4%

3531,4612,0382,6572,8172,2822,0082,5211,1011,1691,148

869934258213397314

0%0%0%1%2%3%

12%19%3%7%5%

15%5%4%6%4%

11%

63%233%116%88%41%27%31%9%

21%19%-3%0%

-1%-7%

-18%25%42%

5551,2761,5871,7442,9715,0886,2955,9229,025

11,20210,42710,88211,59617,31318,91618,69119,250

Total 75.5% 61,325 4% 31,432 7% 26% 816,188

Remaining RN vs Capacity

0M 1M

816K

Weekpart

Weekday Weekend

Reserved PickupYear Reserved

Occupancy %YoY Total ADRChange (avg)

WoW TotalPickup


2021

Qtr 2

AprilMayJune

Qtr 3

JulyAugustSeptember

Qtr 4

OctoberNovemberDecember

2022

Qtr 1

35%75%93%75%56%19%30%15%11%12%14%13%9%4%4%

37%73%

144%44%32%25%27%21%28%14%17%17%9%14%14%

8%7%3%9%9%12%11%13%12%8%8%8%9%9%9%

6%5%1%9%7%18%

7%55%5%5%6%4%7%20%20%

Total 32% 35% 8% 7%

I.1

Monroe County Mar 19-Apr 18, 2021

AT&T Call Report* Mar 19-Apr 18, 2021 1-800-FLA-KEYS and District 1-800 Numbers

Chamber 1-800

FLA-KEYS District

800 Completed Calls

Count Key West 46 29 75 Lower Keys 14 39 53 Marathon 19 16 35 Islamorada 27 20 47 Key Largo 25 36 61

*Does not include Chamber phone lines that are not funded by the TDC; such as the Chambers’ local 30 5 business numbers

CALLS RECORDED & OTHERINQUIRIES

LOWER KEYS March 2021

CHAMBER 305DIST 800DIST FLA KEYS EMAIL OTHER TOTAL PERCENT FYTDTOTAL

FYTDPERCENT

KEY WEST 61 5 27 660 7 760 54.8% 2,767 52.6%MARATHON 101 55 4 176 2 338 24.4% 1,334 25.4%

ISLAMORADA 165 0 0 0 31 196 14.1% 762 14.5%KEY LARGO 43 4 3 22 16 88 6.3% 346 6.6%

LOWER KEYS 0 0 0 0 5 5 0.4% 47 0.9% 370 64 34 858 61 1,387 5,256 26.7% 4.6% 2.5% 61.9% 4.4%

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

What month do you plan to travel? LOWER KEYS March 2021

MONTHTRAVELING 305DIST 800DIST FLA KEYS OTHER TOTAL PERCENT FYTD

TOTALFYTD

PERCENT

Unknown 0 0 0 5 5 100.0% 42 89.4%January 0 0 0 0 0 0.0% 0 0.0%February 0 0 0 0 0 0.0% 0 0.0%

March 0 0 0 0 0 0.0% 1 2.1%April 0 0 0 0 0 0.0% 4 8.5%May 0 0 0 0 0 0.0% 0 0.0%June 0 0 0 0 0 0.0% 0 0.0%July 0 0 0 0 0 0.0% 0 0.0%

August 0 0 0 0 0 0.0% 0 0.0%September 0 0 0 0 0 0.0% 0 0.0%

October 0 0 0 0 0 0.0% 0 0.0%November 0 0 0 0 0 0.0% 0 0.0%December 0 0 0 0 0 0.0% 0 0.0%

0 0 0 5 5 47 0.0% 0.0% 0.0% 100.0%

ACCOMMODATIONS LOWER KEYS March 2021

ACCOMMODATIONS 305DIST 800DIST FLA KEYS OTHER TOTAL PERCENT FYTDTOTAL

FYTDPERCENT

Hotel/Motel 0 0 0 5 5 100.0% 46 57.5%B&B/Guest

House 0 0 0 0 0 0.0% 13 16.3%

Campground/RV 0 0 0 0 0 0.0% 20 25.0%Vacation Rental 0 0 0 0 0 0.0% 1 1.3%

None 0 0 0 0 0 0.0% 0 0.0% 0 0 0 5 5 80 0.0% 0.0% 0.0% 100.0%

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.

ADVERTISING SOURCE LOWER KEYS March 2021

SOURCE NAME 305DIST 800DIST FLA KEYS OTHER TOTAL PERCENT FYTDTOTAL

FYTDPERCENT

TV Ad 0 0 0 0 0 0.0% 0 0.0%TV Show/Story 0 0 0 0 0 0.0% 0 0.0%Magazine Ad 0 0 0 0 0 0.0% 0 0.0%

Magazine Article 0 0 0 0 0 0.0% 0 0.0%Newspaper Ad 0 0 0 0 0 0.0% 0 0.0%

NewspaperArticle 0 0 0 0 0 0.0% 0 0.0%

Radio Ad 0 0 0 0 0 0.0% 0 0.0%Internet 0 0 0 0 0 0.0% 0 0.0%

TDC Website 0 0 0 0 0 0.0% 7 14.9%Tourist Directory

or Guide 0 0 0 0 0 0.0% 0 0.0%

Keys Business 0 0 0 0 0 0.0% 0 0.0%Keys Chamberof Commerce 0 0 0 0 0 0.0% 0 0.0%

Travel Agent 0 0 0 0 0 0.0% 0 0.0%Directory

Assistance 0 0 0 0 0 0.0% 0 0.0%

Billboard 0 0 0 0 0 0.0% 0 0.0%Friends/Return

Visitor 0 0 0 0 0 0.0% 0 0.0%

Do Not Know 0 0 0 0 0 0.0% 4 8.5%Other 0 0 0 0 0 0.0% 0 0.0%

0 0 0 0 5 47 0.0% 0.0% 0.0% 0.0%

INTERESTS LOWER KEYS March 2021

INTERESTS 305DIST 800DIST FLA KEYS OTHER TOTAL PERCENT FYTDTOTAL

FYTDPERCENT

Attractions 0 0 0 5 5 100.0% 35 17.9%Fishing Deep Sea 0 0 0 0 0 0.0% 7 3.6%

Fishing Backcountry 0 0 0 0 0 0.0% 7 3.6%Fishing Tournament 0 0 0 0 0 0.0% 7 3.6%

Diving 0 0 0 0 0 0.0% 10 5.1%Snorkeling 0 0 0 0 0 0.0% 17 8.7%

Water Sports 0 0 0 0 0 0.0% 7 3.6%Marinas 0 0 0 0 0 0.0% 4 2.0%Sailing 0 0 0 0 0 0.0% 6 3.1%

Boat Rentals 0 0 0 0 0 0.0% 4 2.0%Wedding 0 0 0 0 0 0.0% 1 0.5%

Honeymoon 0 0 0 0 0 0.0% 0 0.0%Kids/FamilyVacations 0 0 0 0 0 0.0% 18 9.2%

Relocation/RealEstate 0 0 0 0 0 0.0% 0 0.0%

Coupon Book 0 0 0 0 0 0.0% 12 6.1%Guided Nature Tour 0 0 0 0 0 0.0% 7 3.6%

CulturalEvents/Theatre/Music 0 0 0 0 0 0.0% 20 10.2%

Dining/Entertainment 0 0 0 0 0 0.0% 18 9.2%Weather 0 0 0 0 0 0.0% 0 0.0%

None 0 0 0 0 0 0.0% 0 0.0% 0 0 0 5 5 196 0.0% 0.0% 0.0% 100.0%

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

Minimum:

Maximum:

Average:

Minimum:

Maximum:

Average:

Minimum:

Maximum:

Average:

Minimum:

Maximum:

Average:

Minimum:

Maximum:

Average:

Minimum:

Maximum:

Average:

Length of Stay, Number in Party LOWER KEYS March 2021

MONTHLENGTH OF STAY:

NUMBER OF ADULTS:

NUMBER OF CHILDREN:

FISCAL YEAR-TO-DATELENGTH OF STAY:

NUMBER OF ADULTS:

NUMBER OF CHILDREN:

STATE LOWER KEYS March 2021

STATE 305DIST 800DIST FLA KEYS OTHER TOTAL PERCENT FYTDTOTAL

FYTDPERCENT

FL 0 0 0 1 1 20.0% 7 20.6%IL 0 0 0 1 1 20.0% 3 8.8%IN 0 0 0 1 1 20.0% 1 2.9%TX 0 0 0 1 1 20.0% 5 14.7%WA 0 0 0 1 1 20.0% 1 2.9%

0 0 0 5 5 34 0.0% 0.0% 0.0% 100.0%

How do you plan to travel to theKeys?

LOWER KEYS March 2021

TRANSPORTATION 305DIST 800DIST FLA KEYS OTHER TOTAL PERCENT FYTDTOTAL

FYTDPERCENT

Fly/Drive 0 0 0 0 0 0.0% 3 6.4%Commercial

Airline 0 0 0 0 0 0.0% 0 0.0%

Private Plane 0 0 0 0 0 0.0% 0 0.0%Automobile 0 0 0 0 0 0.0% 0 0.0%Tour Bus 0 0 0 0 0 0.0% 0 0.0%

RV 0 0 0 0 0 0.0% 0 0.0%Motorcycle 0 0 0 0 0 0.0% 0 0.0%Cruise Ship 0 0 0 0 0 0.0% 0 0.0%

Ferry 0 0 0 0 0 0.0% 0 0.0%Private Boat 0 0 0 0 0 0.0% 0 0.0%Bus/Shuttle 0 0 0 0 0 0.0% 0 0.0%

Train 0 0 0 0 0 0.0% 0 0.0%Undecided 0 0 0 0 0 0.0% 0 0.0%

0 0 0 0 5 47 0.0% 0.0% 0.0% 0.0%

TYPE OF CALLER LOWER KEYS March 2021

TYPE OF CALLER 305DIST 800DIST FLA KEYS OTHER TOTAL PERCENT FYTDTOTAL

FYTDPERCENT

Unknown 0 0 0 5 5 100.0% 21 44.7%Consumer 0 0 0 0 0 0.0% 20 42.6%

Travel Agent 0 0 0 0 0 0.0% 0 0.0%Voice Mail 0 0 0 0 0 0.0% 0 0.0%

Email 0 0 0 0 0 0.0% 6 12.8%Postal Inquiry 0 0 0 0 0 0.0% 0 0.0%

Other 0 0 0 0 0 0.0% 0 0.0% 0 0 0 5 5 47 0.0% 0.0% 0.0% 100.0%

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

Website Status Report Fla-Keys.com

March 2021 Data for the May 11 & 12, 2021 DAC Meetings

Section 1: Website Traffic Report Section 2: Geographic Data on Website Visitors

J.1

Section 1: Website Traffic Report Website Traffic Overview

Audience Overview

Website Traffic Sources All Traffic

Most Visited Sections of Website

Content Drilldown

Device Usage Overview

Section 2: Geographic Data on Website Visitors

J.2

Analyticshttps://fla-keys.com

TDC Lower Keys Section Go to report ѩ

Country

03_DAC2-LK_01_World

Mar 1, 2021 - Mar 31, 2021

Map Overlay

Site Usage

Users Sessions Pages / Session Avg. Session Duration % New Sessions Bounce Rate

16,304% of Total:

100.00%(16,304)

17,440% of Total:

100.00%(17,440)

1.87Avg for View:

1.87(0.00%)

00:01:04Avg for View:

00:01:04(0.00%)

84.59%Avg for View:

84.52%(0.09%)

57.78%Avg for View:

57.78%(0.00%)

1. United States 15,464(94.97%)

16,560(94.95%)

1.87 00:01:05 84.67% 57.45%

2. Canada 419(2.57%)

459(2.63%)

1.72 00:00:40 83.22% 62.53%

3. United Kingdom 89(0.55%)

95(0.54%)

1.92 00:00:45 76.84% 55.79%

4. Sweden 78(0.48%)

79(0.45%)

1.62 00:00:18 88.61% 63.29%

5. Norway 34(0.21%)

34(0.19%)

1.59 00:00:12 79.41% 67.65%

6. Germany 33(0.20%)

36(0.21%)

1.67 00:00:22 83.33% 69.44%

7. Denmark 16(0.10%)

16(0.09%)

1.38 00:01:40 100.00% 75.00%

8. Italy 14(0.09%)

15(0.09%)

1.80 00:00:21 86.67% 60.00%

9. Brazil 12(0.07%)

13(0.07%)

1.08 00:00:04 92.31% 92.31%

10. India 12(0.07%)

13(0.07%)

1.23 00:00:01 76.92% 84.62%

11. Netherlands 11(0.07%)

11(0.06%)

2.00 00:00:48 90.91% 54.55%

12. (not set) 6(0.04%)

6(0.03%)

1.50 00:01:12 100.00% 50.00%

13. Puerto Rico 5(0.03%)

5(0.03%)

3.20 00:00:53 100.00% 40.00%

14. Spain 4(0.02%)

4(0.02%)

1.50 00:00:05 75.00% 50.00%

15. France 4(0.02%)

5(0.03%)

1.40 00:00:07 60.00% 60.00%

16. Mexico 4(0.02%)

4(0.02%)

1.00 00:00:00 100.00% 100.00%

17. Australia 3(0.02%)

4(0.02%)

1.00 00:00:00 75.00% 100.00%

18. Chile 3(0.02%)

3(0.02%)

3.00 00:00:33 100.00% 0.00%

19. Colombia 3(0.02%)

3(0.02%)

2.00 00:00:23 100.00% 66.67%

20. Finland 3(0.02%)

3(0.02%)

1.00 00:00:00 100.00% 100.00%

21. Ireland 3(0.02%)

3(0.02%)

1.00 00:00:00 66.67% 100.00%

22. Israel 3(0.02%)

3(0.02%)

1.00 00:00:00 100.00% 100.00%

23. Poland 3(0.02%)

3(0.02%)

1.00 00:00:00 66.67% 100.00%

24. Belgium 2(0.01%)

2(0.01%)

2.50 00:00:24 100.00% 50.00%

111 15,46415,46415,464

All Users100.00% Users



Region

03_DAC2-LK_02_USA

ALL » COUNTRY: United States Mar 1, 2021 - Mar 31, 2021

Map Overlay

Site Usage


15,464% of Total:

94.85%(16,304)

16,560% of Total:

94.95%(17,440)

1.87Avg for View:

1.87(0.51%)


00:01:04(1.95%)

84.67%Avg for View:

84.52%(0.18%)

57.45%Avg for View:

57.78%(-0.56%)

1. Florida 3,123(20.22%)

3,365(20.32%)

1.87 00:01:05 83.80% 56.43%

2. New York 1,371(8.88%)

1,458(8.80%)

1.63 00:00:42 88.41% 65.71%

3. Illinois 926(6.00%)

1,011(6.11%)

1.78 00:01:01 84.87% 60.24%

4. Pennsylvania 829(5.37%)

892(5.39%)

1.81 00:00:57 84.98% 58.63%

5. New Jersey 779(5.04%)

831(5.02%)

1.71 00:00:42 87.48% 61.85%

6. Texas 766(4.96%)

815(4.92%)

1.90 00:01:12 86.26% 56.07%

7. Georgia 625(4.05%)

679(4.10%)

2.04 00:01:04 84.24% 53.90%

8. Michigan 584(3.78%)

614(3.71%)

1.96 00:01:06 85.83% 56.68%

9. Massachusetts 532(3.44%)

559(3.38%)

1.87 00:01:09 87.84% 57.96%

10. North Carolina 509(3.30%)

558(3.37%)

2.05 00:01:27 82.44% 53.94%

11. Ohio 455(2.95%)

493(2.98%)

1.97 00:01:19 79.51% 54.56%

12. Virginia 389(2.52%)

439(2.65%)

1.90 00:01:16 78.59% 61.05%

13. Tennessee 305(1.98%)

315(1.90%)

1.97 00:01:13 86.35% 53.33%

14. Wisconsin 305(1.98%)

317(1.91%)

1.82 00:00:55 86.12% 59.31%

15. Maryland 295(1.91%)

321(1.94%)

2.02 00:01:15 82.55% 57.01%

16. California 293(1.90%)

313(1.89%)

1.81 00:01:17 84.66% 58.15%

17. Minnesota 289(1.87%)

310(1.87%)

2.14 00:01:24 82.58% 53.87%

18. Indiana 249(1.61%)

255(1.54%)

1.98 00:01:05 88.63% 52.16%

19. South Carolina 217(1.41%)

235(1.42%)

1.95 00:01:09 82.55% 48.94%

20. Colorado 211(1.37%)

231(1.39%)

2.01 00:01:29 81.82% 56.71%

21. Alabama 184(1.19%)

197(1.19%)

1.75 00:00:55 86.29% 58.88%

22. Connecticut 179(1.16%)

190(1.15%)

1.82 00:00:59 86.32% 54.74%

23. Missouri 173(1.12%)

182(1.10%)

1.95 00:00:59 82.97% 54.40%

888 3,1233,1233,123


Rows 1 - 50 of 52

24. Kentucky 142(0.92%)

158(0.95%)

1.96 00:01:16 79.11% 55.70%

25. District of Columbia 131(0.85%)

136(0.82%)

1.89 00:01:06 90.44% 50.00%

26. New Hampshire 131(0.85%)

147(0.89%)

1.73 00:00:43 80.95% 62.59%

27. Louisiana 128(0.83%)

136(0.82%)

1.99 00:00:51 88.24% 55.15%

28. Washington 128(0.83%)

130(0.79%)

1.82 00:01:31 93.08% 49.23%

29. Arizona 107(0.69%)

111(0.67%)

2.05 00:02:04 83.78% 55.86%

30. Iowa 100(0.65%)

106(0.64%)

2.26 00:01:24 83.96% 50.00%

31. Oklahoma 91(0.59%)

102(0.62%)

2.05 00:01:25 81.37% 53.92%

32. Maine 90(0.58%)

97(0.59%)

1.72 00:00:54 85.57% 55.67%

33. Delaware 78(0.51%)

79(0.48%)

1.71 00:00:36 88.61% 59.49%

34. Kansas 74(0.48%)

78(0.47%)

2.00 00:00:42 82.05% 55.13%

35. Arkansas 66(0.43%)

68(0.41%)

2.22 00:01:45 86.76% 42.65%

36. Mississippi 66(0.43%)

71(0.43%)

2.35 00:02:32 80.28% 50.70%

37. Utah 66(0.43%)

73(0.44%)

1.63 00:00:38 75.34% 68.49%

38. Nebraska 64(0.41%)

71(0.43%)

2.14 00:01:20 76.06% 53.52%

39. Oregon 50(0.32%)

51(0.31%)

1.92 00:02:08 82.35% 52.94%

40. Rhode Island 47(0.30%)

49(0.30%)

1.76 00:01:05 79.59% 44.90%

41. West Virginia 46(0.30%)

50(0.30%)

1.94 00:00:47 86.00% 58.00%

42. Vermont 36(0.23%)

38(0.23%)

2.08 00:01:09 81.58% 55.26%

43. Nevada 35(0.23%)

36(0.22%)

1.69 00:00:47 83.33% 61.11%

44. Idaho 31(0.20%)

31(0.19%)

1.77 00:00:58 80.65% 51.61%

45. New Mexico 31(0.20%)

34(0.21%)

2.26 00:03:20 85.29% 58.82%

46. North Dakota 25(0.16%)

34(0.21%)

1.38 00:00:37 67.65% 73.53%

47. South Dakota 22(0.14%)

23(0.14%)

1.78 00:00:15 78.26% 60.87%

48. Wyoming 20(0.13%)

20(0.12%)

1.95 00:02:00 85.00% 50.00%

49. Alaska 15(0.10%)

15(0.09%)

2.00 00:00:18 100.00% 53.33%

50. Montana 15(0.10%)

15(0.09%)

1.53 00:00:24 73.33% 80.00%

© 2021 Google



City

03_DAC2-LK_03_FLA

ALL » COUNTRY: United States » REGION: Florida Mar 1, 2021 - Mar 31, 2021

Map Overlay

Site Usage


3,123% of Total:

19.15%(16,304)

3,365% of Total:

19.29%(17,440)

1.87Avg for View:

1.87(0.03%)


00:01:04(2.59%)

83.80%Avg for View:

84.52%(-0.85%)

56.43%Avg for View:

57.78%(-2.32%)

1. Miami 339(10.73%)

364(10.82%)

1.84 00:01:21 83.79% 54.12%

2. Orlando 233(7.37%)

246(7.31%)

1.73 00:00:47 84.55% 59.76%

3. Tampa 171(5.41%)

184(5.47%)

1.86 00:00:58 80.43% 54.35%

4. Key West 113(3.58%)

124(3.68%)

1.92 00:00:51 71.77% 58.06%

5. (not set) 95(3.01%)

98(2.91%)

1.91 00:01:09 84.69% 42.86%

6. Jacksonville 88(2.78%)

91(2.70%)

2.01 00:01:19 92.31% 50.55%

7. Cape Coral 64(2.03%)

68(2.02%)

1.63 00:00:29 86.76% 58.82%

8. Big Pine Key 53(1.68%)

56(1.66%)

2.45 00:01:14 80.36% 53.57%

9. St. Petersburg 44(1.39%)

45(1.34%)

1.76 00:00:37 84.44% 53.33%

10. Marathon 41(1.30%)

49(1.46%)

2.10 00:01:30 59.18% 55.10%

11. Port St. Lucie 36(1.14%)

38(1.13%)

2.03 00:01:02 86.84% 50.00%

12. Fort Lauderdale 32(1.01%)

35(1.04%)

1.66 00:00:46 85.71% 62.86%

13. Gainesville 30(0.95%)

32(0.95%)

1.78 00:00:20 87.50% 62.50%

14. (not set) 25(0.79%)

27(0.80%)

1.81 00:00:54 85.19% 51.85%

15. Hollywood 23(0.73%)

25(0.74%)

1.56 00:00:57 84.00% 60.00%

16. The Villages 23(0.73%)

24(0.71%)

2.00 00:01:45 87.50% 70.83%

17. Key Largo 22(0.70%)

22(0.65%)

1.68 00:01:06 72.73% 50.00%

18. Ocala 22(0.70%)

23(0.68%)

1.57 00:00:30 95.65% 69.57%

19. West Palm Beach 22(0.70%)

22(0.65%)

1.73 00:00:23 77.27% 63.64%

20. Brandon 21(0.66%)

21(0.62%)

1.29 00:00:11 90.48% 76.19%

21. Fort Myers 19(0.60%)

19(0.56%)

1.89 00:00:54 84.21% 52.63%

22. Cutler Bay 19(0.60%)

21(0.62%)

1.95 00:01:04 85.71% 52.38%

23. Four Corners 19(0.60%)

21(0.62%)

1.52 00:00:34 76.19% 66.67%

111 339339339


Rows 1 - 50 of 347

24. Greenacres 18(0.57%)

20(0.59%)

2.60 00:02:29 65.00% 40.00%

25. Boynton Beach 17(0.54%)

17(0.51%)

1.47 00:00:12 94.12% 58.82%

26. Bradenton 17(0.54%)

17(0.51%)

1.94 00:02:34 94.12% 64.71%

27. Palm Bay 17(0.54%)

17(0.51%)

2.65 00:03:27 76.47% 52.94%

28. Port Charlotte 17(0.54%)

18(0.53%)

1.44 00:00:54 88.89% 72.22%

29. North Naples 17(0.54%)

19(0.56%)

1.68 00:00:22 78.95% 63.16%

30. Plantation 17(0.54%)

18(0.53%)

1.78 00:00:39 72.22% 72.22%

31. Clearwater 16(0.51%)

18(0.53%)

1.89 00:00:28 72.22% 61.11%

32. Jupiter 16(0.51%)

16(0.48%)

1.38 00:00:11 81.25% 75.00%

33. Kissimmee 16(0.51%)

17(0.51%)

2.18 00:03:08 82.35% 41.18%

34. Miami Beach 16(0.51%)

17(0.51%)

1.71 00:00:41 94.12% 58.82%

35. Pinellas Park 16(0.51%)

16(0.48%)

2.06 00:01:23 81.25% 43.75%

36. Spring Hill 16(0.51%)

16(0.48%)

1.81 00:01:25 81.25% 43.75%

37. Vero Beach 16(0.51%)

18(0.53%)

2.11 00:01:45 83.33% 61.11%

38. Davie 16(0.51%)

16(0.48%)

1.88 00:00:47 93.75% 68.75%

39. Bonita Springs 15(0.47%)

17(0.51%)

1.65 00:02:04 82.35% 76.47%

40. Melbourne 15(0.47%)

15(0.45%)

2.60 00:02:58 93.33% 40.00%

41. New Smyrna Beach 15(0.47%)

16(0.48%)

1.12 00:00:05 81.25% 87.50%

42. Tallahassee 15(0.47%)

16(0.48%)

1.44 00:00:13 93.75% 68.75%

43. Wesley Chapel 15(0.47%)

15(0.45%)

2.20 00:00:54 80.00% 46.67%

44. Clermont 14(0.44%)

16(0.48%)

2.75 00:03:28 87.50% 37.50%

45. DeLand 14(0.44%)

15(0.45%)

1.40 00:00:21 86.67% 73.33%

46. Hialeah 14(0.44%)

19(0.56%)

1.58 00:00:14 63.16% 63.16%

47. Lakeland 14(0.44%)

14(0.42%)

1.43 00:00:07 92.86% 71.43%

48. Palm Coast 14(0.44%)

15(0.45%)

2.20 00:01:10 86.67% 60.00%

49. Sarasota 14(0.44%)

15(0.45%)

1.87 00:02:08 66.67% 60.00%

50. St. Augustine 14(0.44%)

16(0.48%)

2.25 00:00:48 81.25% 50.00%

© 2021 Google



City

03_DAC2-LK_04_CAN

ALL » COUNTRY: Canada Mar 1, 2021 - Mar 31, 2021

Map Overlay

Site Usage


419% of Total:

2.57%(16,304)

459% of Total:

2.63%(17,440)

1.72Avg for View:

1.87(-7.84%)


00:01:04(-36.48%)

83.22%Avg for View:

84.52%(-1.53%)

62.53%Avg for View:

57.78%(8.22%)

1. Toronto 62(14.66%)

63(13.73%)

1.46 00:00:34 82.54% 68.25%

2. Brampton 23(5.44%)

24(5.23%)

1.54 00:00:09 87.50% 62.50%

3. Hamilton 23(5.44%)

28(6.10%)

1.54 00:00:47 78.57% 67.86%

4. (not set) 18(4.26%)

21(4.58%)

2.00 00:00:34 76.19% 57.14%

5. Quebec City 18(4.26%)

18(3.92%)

1.39 00:00:22 100.00% 94.44%

6. Ottawa 14(3.31%)

14(3.05%)

2.21 00:00:53 85.71% 50.00%

7. Montreal 13(3.07%)

14(3.05%)

1.93 00:02:27 85.71% 57.14%

8. Mississauga 12(2.84%)

12(2.61%)

1.75 00:00:16 83.33% 58.33%

9. Barrie 11(2.60%)

11(2.40%)

1.64 00:00:20 100.00% 63.64%

10. Oshawa 9(2.13%)

9(1.96%)

2.00 00:00:40 88.89% 33.33%

11. Vaughan 9(2.13%)

9(1.96%)

1.56 00:00:19 77.78% 55.56%

12. Kitchener 7(1.65%)

7(1.53%)

2.29 00:01:34 85.71% 14.29%

13. Markham 7(1.65%)

8(1.74%)

2.25 00:00:49 62.50% 50.00%

14. Burlington 6(1.42%)

6(1.31%)

1.17 00:00:01 100.00% 83.33%

15. Guelph 6(1.42%)

6(1.31%)

3.67 00:00:40 100.00% 66.67%

16. Gatineau 6(1.42%)

7(1.53%)

2.14 00:00:39 85.71% 42.86%

17. Levis 6(1.42%)

8(1.74%)

1.38 00:00:23 62.50% 75.00%

18. Edmonton 5(1.18%)

5(1.09%)

2.40 00:00:36 100.00% 20.00%

19. Winnipeg 5(1.18%)

6(1.31%)

2.50 00:05:16 66.67% 50.00%

20. Oakville 5(1.18%)

7(1.53%)

1.29 00:00:05 57.14% 71.43%

21. Aurora 4(0.95%)

4(0.87%)

2.25 00:00:16 100.00% 25.00%

22. Brantford 4(0.95%)

5(1.09%)

1.60 00:00:07 80.00% 60.00%

23. Caledon 4(0.95%)

4(0.87%)

3.00 00:01:16 100.00% 25.00%

111 626262


Rows 1 - 25 of 111

24. Kingston 4(0.95%)

5(1.09%)

2.80 00:05:19 80.00% 20.00%

25. Richmond Hill 4(0.95%)

5(1.09%)

2.80 00:00:45 20.00% 40.00%

© 2021 Google



City

03_DAC2-LK_05_UK

ALL » COUNTRY: United Kingdom Mar 1, 2021 - Mar 31, 2021

Map Overlay

Site Usage


89% of Total:

0.55%(16,304)

95% of Total:

0.54%(17,440)

1.92Avg for View:

1.87(2.72%)


00:01:04(-29.45%)

76.84%Avg for View:

84.52%(-9.08%)

55.79%Avg for View:

57.78%(-3.44%)

1. (not set) 15(16.67%)

15(15.79%)

2.20 00:01:20 80.00% 40.00%

2. London 15(16.67%)

15(15.79%)

1.80 00:00:18 86.67% 60.00%

3. Birmingham 4(4.44%)

4(4.21%)

2.50 00:00:59 100.00% 75.00%

4. Barnsley 2(2.22%)

2(2.11%)

1.00 00:00:00 100.00% 100.00%

5. Bury St Edmunds 2(2.22%)

2(2.11%)

1.50 00:00:03 100.00% 50.00%

6. Harrogate 2(2.22%)

2(2.11%)

1.00 00:00:00 100.00% 100.00%

7. Leeds 2(2.22%)

2(2.11%)

1.50 00:00:09 100.00% 50.00%

8. Liverpool 2(2.22%)

2(2.11%)

2.00 00:00:21 50.00% 50.00%

9. Newcastle upon Tyne 2(2.22%)

2(2.11%)

3.50 00:06:38 100.00% 0.00%

10. Plymouth 2(2.22%)

2(2.11%)

2.50 00:00:59 100.00% 50.00%

11. Southampton 2(2.22%)

2(2.11%)

2.50 00:00:53 100.00% 0.00%

12. Stoke-on-Trent 2(2.22%)

2(2.11%)

1.00 00:00:00 100.00% 100.00%

13. Accrington 1(1.11%)

1(1.05%)

2.00 00:00:09 100.00% 0.00%

14. Andover 1(1.11%)

1(1.05%)

1.00 00:00:00 100.00% 100.00%

15. Barrow-in-Furness 1(1.11%)

2(2.11%)

1.50 00:00:13 0.00% 50.00%

16. Bath 1(1.11%)

1(1.05%)

1.00 00:00:00 0.00% 100.00%

17. Bishop Auckland 1(1.11%)

1(1.05%)

4.00 00:00:34 100.00% 0.00%

18. Bognor Regis 1(1.11%)

3(3.16%)

1.33 00:00:16 0.00% 66.67%

19. Bournemouth 1(1.11%)

1(1.05%)

1.00 00:00:00 0.00% 100.00%

20. Cambridge 1(1.11%)

2(2.11%)

2.00 00:00:11 50.00% 50.00%

21. Chichester 1(1.11%)

1(1.05%)

2.00 00:00:07 0.00% 0.00%

22. Cromer 1(1.11%)

1(1.05%)

1.00 00:00:00 0.00% 100.00%

23. Eastleigh 1(1.11%)

1(1.05%)

1.00 00:00:00 0.00% 100.00%

111 151515


Rows 1 - 25 of 50

24. Epsom 1(1.11%)

1(1.05%)

3.00 00:01:40 0.00% 0.00%

25. Folkestone 1(1.11%)

1(1.05%)

1.00 00:00:00 100.00% 100.00%

© 2021 Google

L.1.

Page 1

Date: April 30, 2021 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 are 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 – Tourist Development Council Members o Updated member list to reflect appointment of Ms. Peg Laron to fulfill the

term of Mr. Michael Shipley (BOCC 4/21/21) 2. Section II - TDC Policies and Procedures

o Updated Appeal/Reconsideration process (pg. 6-7) (BOCC 4/21/21) 3. Section III – District Advisory Committees

o Updated DAC Chair List to reflect vacant position on DAC V due to appointment of Ms. Laron to TDC

monroe county tourist development council district …

Documents