Collier tourism bureau shift to nonprofit moves slowly 

Efforts to convert Collier County’s tourism promotion division into a standalone nonprofit are moving forward, but county commissioners signaled Jan. 27 that more analysis is needed before any final decisions are made. 

In a unanimous vote, commissioners accepted a feasibility study on converting the Naples, Marco Island and Everglades Convention and Visitors Bureau from a county government division into a 501(c)(6) nonprofit. However, they asked staff to provide additional information and analysis before taking further action. 

In December, the Tourist Development Council voted to accept the study’s findings and forward its recommendation to the Board of County Commissioners. 

The study, commissioned by County Manager Amy Patterson in February 2025, was prepared by former Collier tourism director Jack Wert and his firm, Wert Marketing Group, in partnership with John Lambeth of Civitas Advisors. 

It recommends privatizing the CVB to improve competitiveness, efficiency, flexibility and responsiveness, particularly following major storms or other disasters. 

The CVB is currently funded by the county’s 5% tourist development tax on overnight lodging stays, which would remain in place under the proposed nonprofit structure. The study found the new model also would allow the organization to pursue supplemental funding programs to generate additional revenue. 

Commissioners seek more data 

During their Jan. 27 presentation, Wert and Lambeth cited examples of other cities and counties that have privatized destination marketing. 

While commissioners accepted the study’s conclusions, several expressed concern about moving too quickly. Commissioner Bill McDaniel called the proposal “premature” and asked for “more data and analysis.” 

Commissioner Burt Saunders said he supports continued exploration of the idea but emphasized the need for strong oversight and transparency. 

“I’m going to support moving forward with completing some documentation,” Saunders said. “I understand that we will have one more bite at this apple before a final decision is made. So, as part of that, I do understand that there has been some fraud in some other jurisdictions. I'd like to make sure that when this comes back that we do have some information from some of the communities where this has been successful.” 

John Mullins, the county’s division director of communications and government and public affairs, told commissioners there is no rush to complete the transition. 

“It will take whatever time it takes to get this right, to get it into a position that the county attorney, the clerk and others are comfortable with it,” Mullins said. “And then we will take it back to the TDC and to the board for final recommendations, edits and approval. 

“So, there is no rush to do this. It doesn’t have to coincide with the beginning of the next fiscal year [Oct. 1] or anything else like that. We will do it when it’s ready.” 

Mullins said staff will continue developing recommendations but there is no set timeline. 

“It’s not like we’re forming a 501(c)(6) tomorrow,” he said. “The board did not approve that: They’ve approved us taking the next steps and figuring out how the [nonprofit] would work, how we would transition to it and all of the components that are a part of that, including any existing ordinances that might have to be updated because of that, and coming up with a sample contract. 

“This is actually where the hard work really begins because we have a recommendation saying there is a better way to do it. Now we have to take a lot of steps to prove that we can get to that end.” 

Mullins said the CVB, led by Director Jay Tusa, will continue operating under its current county structure in the meantime. 

“The tourism division of county government will be business as usual until the board deems otherwise,” he said. 

Tourism partners express support 

Several leaders from the hospitality, business and arts sectors voiced support for the conversion during the meeting. 

Dianna Dohm, executive director of the Marco Island Chamber of Commerce, said tourism is essential to the local economy. 

“For the continued success of Marco Island and the broader Collier County community, tourism must remain a priority for all of us, and a private, nonprofit CVB must be the cornerstone of our economic development strategy,” Dohm said. 

Kevin Smith, director of major gifts at Artis—Naples, home of The Baker Museum and the Naples Philharmonic, said the proposed restructuring is “both timely and necessary.” 

“Tourism supports more than 27,000 jobs in our region and cultural institutions like Artis—Naples play a meaningful role in why visitors choose us,” Smith said. “To stay competitive [with other destinations], we need a destination marketing organization structure with tools, flexibility and the responsiveness our peers across the state already enjoy.” 

Meg Stepanian, executive director of the Fifth Avenue South Business Improvement District, said privatization would streamline operations and help avoid missed opportunities to promote Collier County. 

“You all have different priorities when there are storms that come through or weather situations that happen, economic times, that we need to be out there marketing [saying] ‘Hey, we’re open’,” Stepanian said. “It [privatization] just allows us that opportunity. This market continues to fall behind its competitive set. And those families serving within the hospitality industry, your constituents, we need to be able to protect and grow this essential resource effectively for our community.”