www.mymanatee.org
Manatee County Government Administrative Center Honorable Patricia M. Glass Chambers, First Floor 9:00 a.m. - September 24, 2019
September 24, 2019 - Regular Meeting
Agenda Item #59


Subject
Amendment No. 3 to Agreement No. 17-1254MS - Professional Advertising & Public Relations Services

Briefings
None

Contact and/or Presenter Information
Presenter: Elliott Falcione, Director, Bradenton Area Convention & Visitors Bureau, Ext. 3940

Contact:  Bonnie Sietman, Financial Management Department, Procurement Division, Ext. 3046


Action Requested
Authorize the County Administrator, or designee, to execute Amendment No. 3 to Agreement No. 17-1254MS, Professional Advertising & Public Relations Services with Aqua Marketing & Communications, Inc. in the not-to-exceed amount of $927,924.90, for a revised Agreement total of $2,497,862.38.

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 (CVB) 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 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 of $1,539,437.48.

Amendment No. 2 to Agreement No. 17-1254MS with Aqua  revised 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.

Amendment No. 3 to Agreement No. 17-1254MS with Aqua incorporates 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 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.  This would bring the total aggregate Agreement total not-to-exceed $2,497,862.38.

Aqua has contracted with the CVB since 2011 and their expertise helps Manatee County continue to grow tourism.

The CVB continues to evaluate how other communities contract and compensate agencies like Aqua and our scope and costs are in line with other CVB's on the west coast of Florida.


County Attorney Review
Not Reviewed (No apparent legal issues)

Explanation of Other


Reviewing Attorney
N/A

Instructions to Board Records
Original to Board Records

Email copies to:
Aqua Marketing & Communications, Inc. (daved@welcometoaqua.com)
Elliott Falcione (elliott.falcione@mymanatee.org)
Michelle Stewart (michelle.stewart@mymanatee.org)
Eva Galler (eva.galler@mymanatee.org)
Bonnie Sietman (bonnie.sietman@mymanatee.org)


Cost and Funds Source Account Number and Name
Tourist Taxes: $612,524.90 CVB-Marketing - Other Contracted Services, 1030002200-534000; $300,400 CVB-Marketing - Advertising, 1030002200-549004; $15,000 CVB-Arts & Culture Segment-Advertising, 1030002205-549004; Total of $927,924.90

Amount and Frequency of Recurring Costs
N/A


Attachment:  R072337 - Amendment No. 3 - Aqua Marketing 17-1254MS.pdf