The Early Years Chokoloskee & Everglades Home to Isolated Settlers 1880’s Playground for Affluent Northerners & Sportsmen 1928 Barron Collier Completed Tamiami Trail to Miami Collier Purchased –Million + Acres to Develop –Named it Collier County Collier Developed Everglades City –First County Seat

The Growth Era Population Grew from 6,500 to 85,000 Real Estate Development Became County’s # 1 Growth Industry Naples Began to Develop Near Water County Seat Moved to Naples in 1962 Marco Island Developed 1962 Deltona Corp. - Mackle Brothers

Tourism Era The Ritz-Carlton, Naples establishes upscale product Naples Visitor Bureau formed –5 Major Resorts Promote the Area Naples & Marco Island Chambers Promote Their Areas Tourism Alliance Formed to Market the Destination County-Wide Workshops 2002 Naples, Marco Island, Everglades Convention & Visitors Bureau formed in 2003 Many Visitors Purchased Real Estate

Tourism Growth Period Present Community-Wide Branding Exercise –Paradise Coast- New Brand –Florida’s Last Paradise- Brand Promise New Campaign Launched - Summer 2004 Fourth Cent of Tourist Tax Approved 2005 –Added $3 Million to Marketing- 15% to 35% of Revenue –Off - Season Promotion to Grow Visitation & Impact Shift of Home Buyers to Short Term Visitors Differentiated Seasonal Residents & Short Term Visitors

NAPLES, MARCO ISLAND, EVERGLADES CONVENTION & VISITORS BUREAU Destination Marketing Organization Official Tourism Promotion Organization for Collier County –Per Resolution Trusted Source for Travel Information about Collier County

2006 CVB Accreditation By Destination Marketing Accreditation Program (DMAP) Met or Exceeded 80 Standards of Governance, Finance, Operations, Technology, Marketing, Sales, Communications, Branding, Research 50 CVB’s Accredited in U.S. Canada and Puerto Rico We were first in Florida and 10 th in U.S. –Currently 4 Accredited CVB’s in Florida

What We Do Promote Collier County as a tourism destination of choice world-wide Basic Tools of our Business –Paid Advertising –Public Relations & Communications –Sales Initiatives –Promotions –Sports & Training Events –Film & Entertainment Initiatives

OUR MISSION STATEMENT To promote year-round distinctive, world- class vacation and group meeting experiences, resulting in positive economic growth and stability for Collier County. OUR VISION STATEMENT To be recognized as the most desirable year- round visitor destination in the world.

Tourism is Second Largest Private Sector Industry in the U.S. $740 Direct Tourism Expenditures $1.6 Trillion in Visitor Economic Impact 7.5 Million Tourism Industry Jobs $178 Billion Tourism Industry Payroll $110 Billion Tax Revenue “ I think the importance of travel and tourism goes far beyond economics. Experiencing America firsthand provides outstanding educational opportunities and is terrific for personal growth. And where in the world is there a more beautiful place to travel, have fun, and relax than in America?” President Ronald Regan Feb. 1, 1984

Economic Impact on the Community Source: Travel Industry Association

Tourism is Florida’s Largest Private Sector Industry 82.4 Million Visitors $59.6 Billion in Visitor Spending $3.6 Billion in Sales Tax Revenue 991,300 Jobs $12.8 Billion Tourism Payroll

The Value of Tourism to Collier County Visitor Spending Throughout Community Sales Revenue to Most Area Businesses Tax Revenue to Local Government –Helps Build Roads and Support Schools Year-Round Employment Opportunities- New Jobs Tax Savings to Collier County Residents More Shopping, Restaurants, Arts & Culture

Tourism is Collier County’s Largest Private Sector Industry 2007 Results 1.4 Million Visitors -0.6% $791.2 Million in Direct Visitor Expenditures +6.3% $1.2 Billion in Visitor Economic Impact +6.3% $14.5 Million Tourist Tax Revenue +5.0% 31,300 Tourism Industry Jobs (p) +2.6% $897 Million Tourism Industry Wages (p) Even

Visitor Contributions to Collier County Economy $78.5 Million in Sales & Gas Tax Revenue +6.1% $649 Tax Savings to 120K Collier Households +18.6% 67.0% Hotel Occupancy -0.02% $ Average Daily Accommodation Rate +7.4 %

Tourist Tax Revenue Distribution

Number of Visitors 2007  % Quarter 1 487, Quarter 2 334, Quarter 3253, Quarter 4318, Annual  -0.6 Annual1,393,820  -0.6

 % Q1 $409,454,804$441,979, Q2315,895, ,945, Q3 152,491, ,211, Q4 231,983, ,486, Annual  $ 1,109,825,041 $1,179,622, Impacts of Tourism Direct & Induced

Florida538, Southeast102, Northeast249, Midwest246, Canada33, Europe141, Markets of Opp. 82, Total1,393,  %  % Visitor Origins 2007 Visitors

Purpose of Trip (%) FirstQuarterSecond Quarter QuarterThird Fourth ‘ 06 ‘ 07 ‘ 06 ‘ 07 ‘ 06 ‘ 07 ‘ 06 ‘ 07 Leisure Business/ Meetings

Median Age (yrs) 49.4 Median HH Income$134,872 Spending Per Person/Day $ Visitor Profile

Party Size (people) 2.8 Length of Stay in Collier (Days)6.0 PARTY SIZE/LENGTH OF STAY

Very Satisfied82.7 % Satisfied13.9 % Combined96.6 % Would Recommend94.1 % Return Next Year55.8 % Visitor Attitudes

International Visitation ORIGIN# VISITORS SHARE OF INTL. VISITOR SHARE OF TOTAL VISITORS TOTAL EXPEND. PER PERSON EXPEND. CENTRAL EUROPE49, %3.6%$37,269,900 UK70, %5.0%$49,015,100 OTHER EUROPEAN21, %1.5%13,920,800 TOTAL EUROPEAN141, %10.1%$100,205,800$ TOTAL U.S. and CANADIAN1,252, %$690,956,055$ TOTAL ALL VISITORS1,393, %$791,161,855

PR & Communications Accomplishments 2007 Excellent focus on outdoor, luxury and family media produces quality coverage Secured BCF as CVB PR Agency Ad Value to Purchase Publicity Space - $8.1 million Actual Value of Objective Editorial Coverage - $24.4 million JoNell Modys, PR & Communications Manager

184 RFP ’ s sent to hotels in 2007 –Over 76,000 potential room nights –Booked 34 groups –17,000 estimated room nights –Over $2,828,000 in room revenue 2007 Sales Leads Report Debi DeBenedetto, CHA Tourism Sales & Marketing Manager Debi DeBenedetto, CHA Tourism Sales & Marketing Manager

RFP Progression 2005 sent 91 RFP ’ s 2006 sent 131 RFP ’ s +44% 2007 sent 184 RFP ’ s +40%

Group Meeting Economic Impact 2005 $2,701, $10,171, % 2007$13,827, %

Film Commission Highlights NATIONAL COMMERCIALS 3 NATIONAL COMMERCIALS 28 PRINT PROJECTS28 PRINT PROJECTS 9 TV COMMERCIALS 9 TV COMMERCIALS 14 TV SEGMENTS/SERIES14 TV SEGMENTS/SERIES 5 DOC/EDUCATIONAL 5 DOC/EDUCATIONAL 10 VIDEO/FILM10 VIDEO/FILM Maggie McCarty, Film Commissioner

TOTAL PROJECTS

2005 $1.2 Million 2006 $1.4 Million 2007 $2.07 Million PRODUCTION REVENUE COMPARISON

Sports Marketing Events 1,696 Hotel Room Nights $2.4 Million Economic Impact Ralph Pryor, Sports Coordinator

Hotel Sports Business Sports Marketing

Web Site Trends Unique Visitor Growth +193% % Miles Media Group

Web Site Unique Visitors

User Sessions

Green Initiative Goal of 10 Certified Green Lodging Properties in 2008 –7 “One Palm” Properties to Date –6 More in the cue SEE Certification 6 Collier Eco Operators to Date

Questions?