www.mymanatee.org
Bradenton Area Convention Center One Haben Boulevard, Palmetto - Longboat Key Room 9:00 a.m. - September 29, 2020
REVISED - September 29, 2020 - Regular Meeting
Agenda Item #17


Subject
Execution of Amendment No. 4 to Agreement No. 17-1254MS for Professional Advertising & Public Relations Services

Briefings
None

Contact and/or Presenter Information

Presenter: Elliot Falcione, Director, Bradenton Area Convention & Visitors Bureau, Ext. 3940

Contact: Stacia Branco, Senior Procurement Agent, Finance Management Department, Procurement Division, Ext. 3041



Action Requested
Authorize the Procurement Official, or designee, to execute Amendment No. 4 to Agreement No. 17-1254MS, Professional Advertising & Public Relations Services with Aqua Marketing & Communications, Inc., to extend through September 28, 2021 and includes brand management, creative and overall marketing services in the not-to-exceed amount of $658,036.90 for a revised aggregate total not-to-exceed amount of $3,155,899.28.

Enabling/Regulating Authority
Manatee County Code of Laws

Background Discussion

On September 29, 2017, the County awarded Agreement No. 17-1254MS for Professional Advertising & Public Relations Services to Aqua Marketing & Communications, Inc. in the not-to-exceed amount of $672,764.96 for year one of the Agreement. The scope of work to be performed for the Bradenton Area Convention & Visitors Bureau (BACVB) includes developing, marketing, and implementing a results-oriented strategy for tourism. The advertising services allow them to negotiate digital and traditional buys. Funding comes from tourism-based revenues, the Tourist Development Tax.

On October 23, 2018, the County approved Amendment No. 1 to Agreement No. 17-1254MS with Aqua Marketing & Communications, Inc. which incorporated an itemized FY2019 fee schedule for services for year two of the Agreement in the amount of $866,672.52 for an aggregate Agreement total not-to-exceed amount of $1,539,437.48.

On April 24, 2019, the County approved Amendment No. 2 to Agreement No. 17-1254MS with Aqua Marketing & Communications, Inc., revising the itemized FY2019 fee schedule for services for year two of the Agreement in the amount of $30,500.00 for additional public relations services to enhance new non-stop airline initiative for an aggregate Agreement total not-to-exceed $1,569,937.48.

On September 24, 2019, the County approved Amendment No. 3 to Agreement 17-1254MS with Aqua Marketing & Communications, Inc., which incorporated an itemized FY2020 fee schedule for services for year three of the Agreement in the amount of $927,924.90. Of this total contract amount, $497,400.00 is for advertising buys, promotions, and collateral and the County reimburses Aqua Marketing & Communications, Inc. for these expenses essentially defining them as "pass through" costs. The remaining $430,524.90 pays for domestic public relations, brand management, and all creative responsibilities including campaign and advertising design throughout the year for a revised aggregate Agreement total not-to-exceed of $2,497,862.38.

Amendment No. 4 to Agreement No. 17-1254MS incorporates Exhibit B, FY2021 fee schedule and extends through September 28, 2021 that includes, brand management, creative and overall marketing services in the not-to-exceed amount of $658,036.90 (a reduction of $269,888.00 or 29% from prior year agreement) for a revised aggregate Agreement total not-to-exceed amount of $3,155,899.28.

A breakdown of the $658,036.90:

  • Public Relations: $123,838.52 (includes $49,000 of reimbursable expenses such as travel, press visits, and other promotional opportunities as they arise).
  • Creative/Marketing Services: $384,198.38 (includes $78,400.00 of reimbursable expenses for production/collateral items and $25,000.00 for brand audit research).
  • Advertising Line Item (pass through): $150,000.00.

Most Convention & Visitor Bureaus contract with marketing & communication agencies throughout Florida, and the cost is consistent with the BACVB's competitive set.

Contracting with a third-party agency helps the BACVB maintain a lean department and allows us to work with highly skilled/creative staff with cutting edge knowledge.

BACVB has contracted with this third-party vendor since 2011, and we have seen tourism growth during these years while under contract.

BACVB is an accredited organization though Destination Marketing Association International (DMAI) since 2011, confirming the department utilizes best practices in our industry.



County Attorney Review
Not Reviewed (No apparent legal issues)

Explanation of Other


Reviewing Attorney
N/A

Instructions to Board Records

Original to Board Records.

Copies to: 

Aqua Marketing & Communications, Inc.: Dave DiMaggio (dave@welcometoaqua.com)

BACVB: Elliot Falcione (elliot.falcione@mymanatee.org) / Michelle Stewart (michelle.stewart@mymanatee.org) / Eva Galler (eva.galler@mymanatee.org)

Procurement Division: Stacia Branco (stacia.branco@mymanatee.org) / (approvedeagendas@mymanatee.org)

approvedeagendas@mymanatee.org



Cost and Funds Source Account Number and Name
$483,036.90 - Other Contracted Services, 1030002200-53400; $150,000.00 - Advertising, 1030002200-549004; $25,000.00 - Other Contracted Services, 1030002200-53400

Amount and Frequency of Recurring Costs
N/A


Attachment:  21-N004407SB - Aqua Marketing - Amend #4 - T1800012 - Agreement 17-1254MS Prof Advertising & Public Relations_Rev.JE.pdf