Collier ‘sixth penny’ push struggles to reach voters

With less than seven weeks until Election Day, Collier County’s efforts to educate voters about a proposed increase in the county’s Tourist Development Tax are facing low turnout at public meetings and confusion among some residents about who would pay the tax. 

In December 2025, commissioners approved up to $150,000 from the county’s general fund for a public information campaign that includes a dedicated website, promotional video, social media, printed materials and a series of public meetings designed to answer voters’ questions about the proposed increase. 

As of Sept. 18, seven meetings had been held at various locations around the county, with attendance ranging from zero to fewer than 10 at any of the meetings, county Communications Division Director John Mullins said. 

The county’s messaging through the website, social media and meetings has emphasized that the proposed increase is not an ad valorem tax paid by property owners, but an increase in the tax on short-term lodging stays. 

Mullins said responses to meeting notifications on social media show that some residents remain confused about the tax and who pays it. 

“You don’t have to look much further than our own social media announcements of these meetings to find a lot of people who don’t understand that this is not a tax on them, that this is a tax on tourists,” Mullins said. 

He said the meetings are designed to provide accurate, fair and impartial information to residents as they weigh the issue. 

Mullins said low turnout at the public meetings does not automatically mean a lack of interest. Unlike a proposed road expansion or planned development affecting a specific neighborhood, he said, the bed tax lacks the urgent “backyard impact” that normally drives attendance at public meetings. 

Of the $150,000 earmarked for public education efforts, Mullins said $99,912 has been budgeted for a contract with Jacobs Engineering to create materials, including the website, and facilitate and staff the public information meetings. 

“The remaining amount has not been required as of yet, and some or all of that may not be spent,” Mullins said. 

What voters will decide 

In the Nov. 3 general election, Collier residents will vote on whether to raise the county’s Tourist Development Tax, commonly known as the “bed tax,” from 5% to 6%. 

The tax applies to qualifying short-term lodging stays of six months or less at hotels, vacation rentals and other accommodations. 

The county says the lodging tax currently generates about $48 million to $50 million annually and estimates the “sixth penny” would bring in an additional $10 million a year. The additional revenue could be used to complete Paradise Coast Sports Complex and fund other tourism-related infrastructure and projects, including beach renourishment and protection, according to the county. 

The bed tax measure requires a simple majority of votes to pass. 

Voters also will consider Amendment 3, a proposed statewide constitutional amendment that would increase the homestead exemption for nonschool property taxes and make other changes to property tax assessments. Unlike the bed tax referendum, which requires a simple majority, Amendment 3 requires approval from 60% of voters. 

By state law, the county cannot advocate for or against the outcome of the bed tax referendum, although commissioners can express individual opinions and the County Commission can allocate funds to provide voters with information about the measure. 

Chamber endorses increase 

While the county is limited to public education on the issue, business groups such as the Greater Naples Chamber can actively advocate for the measure. 

The Chamber has more than 1,000 members representing more than 50,000 employees, according to President and CEO Kristina Park, who said the organization’s board has formally endorsed the 1-percentage-point increase in the bed tax. 

Park said additional resources for destination marketing and completion of the Paradise Coast Sports Complex could help Collier County attract visitors year-round rather than primarily during peak season, benefiting hospitality businesses and employees. 

“We’re really looking at our weak seasons, our ‘shoulder’ seasons, to make it easier for our businesses to operate year-round,” Park said, “and thereby our residents have a year-round income and a better quality of life.” 

At the Sept. 15 meeting of the Tourist Development Council, District 3 Commissioner and TDC Chair Burt Saunders — who has been a vocal proponent of the measure and of using some of the revenue to complete the sports complex — announced a rally scheduled for Oct. 15 at Great Wolf Lodge in support of the increase. 

The rally is not included in the list of public information meetings organized by the county, Mullins said, and any costs associated with it are not being covered by county funds. 

Park said the Chamber is “in alignment” with Saunders on the Oct. 15 event, which she sees as an opportunity to continue educating the public about the nature of the tax. 

“It is a very easy misconception to believe that this is an increase in tax on the residents, and that is not the case,” Park said. “This is a tourism exclusive tax that is charged on bed tax and does not apply to sales tax, restaurants, retail or attractions. 

“This is [a tax] on the overnight stays of our guests from out of the market staying in hotels and vacation rentals here in Collier County.” 

If approved by voters Nov. 3, the new 6% rate would take effect Jan. 1, 2027.