Commissioners accept study recommending transition of CVB promotion functions to a nonprofit DMO

The Collier County Board accepted Jan. 27 the results of an independent study recommending that the county consider transitioning marketing and promotional functions of the Convention & Visitors Bureau to a nonprofit destination marketing organization (DMO).

County communications director John Mullins and consultants Jack Wert and John Lambeth told the board that a nonprofit 501(c)(6) model could improve marketing agility, recruitment of private‑sector talent and access to new cooperative revenue streams while preserving public oversight through performance standards, frequent reporting and required audits. The consultants said the county would retain responsibility for beach renourishment, public parks and other county‑run assets and that the Tourist Development Council would continue its advisory role.

Twelve industry and hospitality leaders spoke in favor during public comment, citing missed opportunities under the current county‑run structure (including staffing shortages and a slower procurement process), and urging the board to allow staff to draft implementation materials: bylaws, board composition, transition timelines, and contracting and accountability provisions.

Several commissioners urged caution: they asked staff to return with measurable milestones, comparisons to other counties that have made similar transitions, and explicit anti‑fraud safeguards. The consultants said they expect a draft implementation plan within roughly two months if the board wishes to proceed. The motion to accept the study and direct staff to continue planning steps passed 5‑0.

Next steps: staff and consultants will work with the county attorney, clerk and TDC to draft contract terms, governance documents and performance metrics and return to the commission and the TDC for detailed review.