D. DISCOVER

Pesquera

Tucan Media is a media marketing vendor. They are out-of-home advertising too. They manage logistics for sourcing, storing, and branded activations and events. And we have been using them since 2019. They have become one of the most effective marketing ways to promote brands.

It is widely used by many companies around the world Tucan was selected through a bidding process, and they succeeded with the best idea and the most competitive pricing.

Their innovative concepts have now been converted into physical assets that we own and continue to use regularly. One example was the activation in New York, the airplane setup activation at Grand Central Station. They created the concept, the idea was the return of the golden age of travel in conjunction with the launch of our Original, the One, the Only, The Palm Beaches, America's first resort destination campaign.

PBI was displayed at that activation. It created a real airbus for PBI New York, of course, is the number one source of flights for PBI and we want to keep it that way. They do letters like “Love The Palm Beaches”, which will be our resident outreach campaign. We worked together with culture at an event in New York.

Milton

All these assets, all this marketing, we own and reuse them. We use them in 20 activations in a year.

It is very effective. We are in the face of our clients, we invite media, clients from groups and for leisure, bloggers, and influencers. And it certainly provides the opportunity to link, merge and blend with those clients in a quite different type of atmosphere. They set up and put all of this together, they manage, and they store this for us. When they need to take it to the next city, they will do it for us That is why we requesting to authorize Tucan as a sole provider purchase for us.

Commissioner Sachs

You said they store and use the assets to promote around the country Can't we use some of these in our airport?

Fernandez

Kelly Cavers and I had a meeting with Laura Beebe, and they would be the ones that will create that Instagramable moment experience at the airport. We are working with them.

Pesquera

For example, for the Florida Governor's Conference that was held at the Boca Raton Resort, the airplane was used in the ballroom to promote the Golden of Travel brand. And we will be using it again We are going to be at the Florida Airforce Council Conference. This is just a matter of facilitating the use of it without going through a lot of additional effort.

Perry

They are not the sole source. You did an RFP and you awarded them the contract; it is not necessary to seek a motion to approve the contract since they were awarded the contract.

Pesquera

It is just information.

Perry

Yes. Dufresne

How much is the contract?

Segarra

$750,000.

Thompson

The information that you are providing today is that you utilize them to store the materials to be used. How is managed now?

Pesquera

We were using them with individual contracts every time

Lomrantz

If we did an event in Chicago, we would have to get three bids Because of the restrictions in our contract. We are avoiding going out to bid every single time.

Commissioner Sachs

May I suggest Mr. Perry submit this in writing so that everybody can review it?

Lomrantz

I want to clarify. We have already executed a contract with them. We have spent $800,000 with them over the last three-plus years. What we are saying is every time we do an activation, because of our contract, we are required to go out to bid. This is not an approval of the scope of the contract as much as it is to avoid doing that. We have this agreement; this is a media buy. Typically, we would not have to do media buy through the TDC, but we are asking to eliminate to bid every single time. Can we get the sole source approval, which we have for other vendors as well, that this is the most advantageous vendor to use so that we don't have to continue to go through this process every month? And it's just required, the TDC and director would be the ones that would approve a soul source. We would not bring it to the board, but Emmanuel wanted to educate everyone on the board. Mr. Perry reviewed it three months ago

Bronstien

Is this already within the approved line-item budget?

Perry

Yes. They traditionally use this company for activation.

Dufresne

The question is that $800,000 for the last three years, or is that $800,000 over?

Lomrantz

No, this is a two-year agreement. It is about $375.000 a year, give or take. We have spent about $275 - $300 previously.

Pesquera

It's almost equal to if we do deals with billboard companies. Except it is directed to specific activations in specific cities where we want to create a buzz and a marketing press because maybe there is a flight coming from Chicago, or there is a new flight that we require to do certain things. This is a physical advertising vehicle. To facilitate the process to move forward because of the efficiencies that can be attained as a result of that.

Commissioner Lambert

At the Meeting on May 11th, Could you quantify that for us as well?

To clarify, we do not need a vote, right?

Perry

We do not need a motion. It is just information.

2. Community Outreach Toolkit-Love The Palm Beaches - 5 Minutes/Milton Segarra & Beril Gutierrez

Segarra

We have a timetable of activities from now until summer to make we have a good number of visitors. Two of those activities are the launch of a resident campaign, which is called Love The Palm Beaches Between 38% to 52% of our visitors said they came here because a friend or family told me to come. It is a Salesforce that we have out there.

Gutierrez

We will be launching a new resident campaign with Love The Palm Beaches We want the residents to talk about their love for the destination through social media and other methods. When people were asked about their primary source for visitation, 38% to 52% said it was coming from friends and family. We want to turn our residents into local ambassadors. We will be advertising across our seven social media platforms.

We have about 700,000 followers, and we are going to have partnerships with local influencers. They post about The Palm Beaches on their social media channels. We are preparing graphics, as well as Instagram stickers. As soon as people search for The Palm Beaches, they will pop up digital postcards.

We will be landing a page at www.thepalmbeaches.com/log in May, it will redirect you to digital postcards that you can quickly send to your friends wherever they might be, and personally invite them to the destination.

We have already seen our 3D big letters in many activations that we have done. People love taking pictures in front of it Encouraging them to use our #LovePalmBeaches, will be a major presence on social media.

We do have giveaways weekly and every month starting in May until September. We are just giving t-shirts, hat stickers, car magnets, cozies to bags, and postcards. Monthly we are giving away staycations for a family of four for four months. There would be hotel stays, dinners, and attractions, to drive people to participate in posting about their Love for The Palm Beaches We worked with artists, who created the postcards from The Palm Beaches, plus they will be prepaid postcards.

In the outdoor space, we will be having digital billboards in the highway traffic areas. We are going to use local radio stations with a combination of paid media and radio media events, streaming audio, obviously with iHeart Radio.

We do promo local media, and they are considering a cocktail event where they invite top influential community leaders to talk about this campaign as well. And finally, we will be launching a YouTube series.

We have local celebrities who Love The Palm Beaches. Like Nick Roldan, the top-rated polo player, Damian LeRoy, the world kite surf champion, in Jupiter, and Amanda Perna, a very well-known fashion designer, she's in Love with The Palm Beaches. She stated that: “I am living in Delray Beach till the day I die.” She did move here from New York. These are very passionate people about The Palm Beaches. These are going to be a continued series. We will have more celebrities. And since you are all also locals from The Palm Beaches, I invite you to please share this. When you are posting, please use #LoveThePalmBeaches. Please talk about the campaign with your friends and family and invite them to a beautiful destination.

A podcast was launched two weeks ago. This is the first destination-led podcast in the groups and meetings industry called Between the Sessions, which is also the name of our group’s brand campaign. This is a proprietary podcast that we are producing to promote The Palm Beaches as a premier destination for meetings and events.

Having these experts from across the industry align their insights with our brand. It did launch on March 30th, which was Global Meetings Industry Day. We will have 22 episodes and will be released every other Thursday. Our host is Suzanne Boyd, who is a well-known local TV journalist, used to be on WPTV and now is working in Delray Beach.

Look at trends, what's coming, and what they can expect, and a way to connect them with some of those high-level thought leaders across the industry while they're still engaging with our brand We do have a landing page on our website. It's ThePalmBeaches.com/meetings/podcast. Episode one celebrates Global Meetings Industry Day, which is a celebration of the economically impacted meetings and what they mean to communities.

And we have the co-chairs of the Meetings Mean Business Coalition on the podcast, along with Jorge introducing it. And the episode today is about citywide meetings with Carol McGury, the executive vice president at Smith Bucklin, which is a major player in the meetings industry. We will be continuing throughout the season to deliver these types of high-value guests

Fernandez

Talking about group meetings, sales, and events, some industry trends that are happening right now. Planners are embracing transformational experiences when they are taking time away from their families and traveling to these meetings. There is a lot of diversity in our destination places, experiences, and people, but how do you showcase that at another destination when you are at PCMA in Columbus, Ohio? Through our trade show and sales experiences, we are showcasing, and creating these experiences.

We did that at the PCMA Foundation fashion show. It took place in Washington, DC last month. The theme was living in color, welcoming environments, authentic experiences, and everyone felt included. Instead of the sales team selling the destination, we had our very own customers participating in the fashion show, showcasing the fashions of The Palm Beaches. Sherrif Karamat, President, and CEO of PCMA was there. With over 300 customers and suppliers attending the event. We had Amanda Perna, she has been on Project Runway.

The models wore all Lily Pulitzer’s clothing, as well as Amanda Perna’s. And the meeting planners went on stage and showcased. We also had a local artist, Timothy Lovelock. We brought him up and now people are booking Timothy Lovelock from just this one event. We are helping our local community as well

Yesterday was a day of advocacy where we are showcasing that meetings matter, not only about the economic impact that they bring to the communities, but the social progress and opportunities that there are for communities to grow from these meetings coming to the destination.

There are nearly a hundred billion spent on meetings and events. In 2022, we had an event at the Arts Warehouse in Delray with Amanda Perna as a speaker. We also had the Arc of Palm Beach County speak about how to make meetings more inclusive. And we had Ariana Reed, who is from the leadership team of American Express Meetings and Events. She spoke about how important it is, inclusivity and diversity in meetings. And that is what we did at Global Meetings Industry Day. We had 125 local community partners attend. We highlighted small diverse local businesses that participated, and they served breakfast.

We also had the Arc of Palm Beach’s volunteers that came and were able to greet and showed people to their seats. Showcasing diversity and being inclusive in your meetings works.

We have had 200 leads come in from the partners that attended Global Meetings Industry Day booking 30,000 room nights.