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Island Update

Sanibel Historical Village Reopens October 15

Sanibel’s stories are ready to be told once again. The Sanibel Historical Museum & Village will reopen its doors on Wednesday, October 15, inviting visitors to step back in time and experience the island’s rich heritage. Entering its 42nd year, the Village continues its mission of preserving, sharing, and celebrating Sanibel’s history—and this season comes with updated schedules and ticket options.

Visiting Hours

The Village will be open Wednesdays through Sundays during the following dates:

  • October 15, 2025 – January 4, 2026: 10 AM – 2 PM

  • January 7 – April 30, 2026: 10 AM – 4 PM

  • May 1 – July 31, 2026: 10 AM – 2 PM

Please note: The last tickets and gift shop sales are available one hour before closing.

Ticket Information

Guests can explore at their own pace or enjoy a guided experience (based on daily availability).

Self-Guided Tour

  • Adults (19+): $15

  • Teens (13–18): $10

  • Youth (6–12): $5

  • Children (5 & under): FREE

Guided Tour

  • Adults (19+): $20

  • Teens (13–18): $15

  • Youth (6–12): $10

  • Children (5 & under): FREE

Group tours can be scheduled in advance by calling 239-472-4648 or emailing info@sanibelmuseum.org.

What to Expect

Every visit begins with an orientation video, followed by time to explore eight historic buildings, each filled with artifacts and stories that bring Sanibel’s past to life. While most of the site is handicap accessible, please note that the Rutland House remains closed due to Hurricane Ian.

Membership & Support

Annual memberships start at $50 and include:

  • Free self-guided visits

  • 20% discount at the museum gift shop

  • The opportunity to directly support the preservation of Sanibel’s history

Donations are always welcome and help continue the Village’s important mission.

The Village Gift Shop

Located in Shore Haven, the gift shop is open during regular hours, and admission is not required to shop. Guests will find books, art, and gifts created by local authors, artists, and entrepreneurs, making it a perfect stop for unique treasures.

Step Into Sanibel’s Story

Founded in 1984, the Sanibel Historical Museum & Village has been sharing the island’s stories for more than four decades. Whether it’s your first visit or a return trip, this season’s reopening is the perfect chance to rediscover Sanibel’s past—and see how history continues to shape the island today.

Mark your calendar: The Village reopens October 15.

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Island Update

Holidays at South Seas: Celebrate the Season, Captiva Style

The holidays always feel a little more magical when you’re surrounded by sea breezes, golden sunsets, and the unmistakable charm of Captiva Island. This year, South Seas Resort is making the season brighter than ever with festive events for every age—from spooky Halloween fun to a stress-free Thanksgiving feast and twinkling holiday celebrations throughout December.

And just in time for the festivities, the resort’s long-awaited Captiva Landing water play area is scheduled to open in mid-December, giving families even more ways to splash, play, and make memories together.

Halloween: Spooks, Treats & Island Beats

October 31, 2025

Halloween at South Seas is all about fun with a Captiva twist. The celebration begins with the Bayview Boo Bash (11 AM – 1 PM), where families can decorate trick-or-treat bags, enjoy face painting, balloon art, and dive into playful games like candy corn bowling, monster can toss, and limbo.

At 1 PM, the Doomed Duck Race brings laughs and cheers, followed by poolside bingo at 3 PM and a photo scavenger hunt at 5 PM that’s just spooky enough.

Of course, it wouldn’t be Halloween without candy. Trick-or-treat stations will be set up across the resort all day long, giving kids (and parents) plenty of chances to collect sweet surprises.

Thanksgiving: A Feast Without the Fuss

November 27, 2025

This Thanksgiving, skip the kitchen and savor a stress-free holiday meal overlooking the marina. Harborside restaurant will host a family-style dinner that blends classic flavors with a touch of coastal elegance.

The menu features:

  • Carved hickory-smoked turkey breast & turkey leg confit

  • Focaccia & wild rice stuffing

  • Whipped garlic potatoes

  • Green bean & wild mushroom casserole

  • Sweet potato soufflé

  • Cranberry-orange relish & holiday crunch salad

For dessert, enjoy pumpkin cheesecake and bourbon pecan pie, all paired with your choice of champagne, cider, or hand-selected wine specials from Caymus, Daou, and Veuve Clicquot.

Pricing: $75 per adult | $35 per child (ages 4–12) | Complimentary for children 3 & under.

Holiday Season: Island Magic in Every Moment ✨

December 1, 2025 – January 3, 2026

From the first of December, South Seas transforms into a holiday wonderland by the sea. Guests can expect festive décor, movie nights under the stars, seasonal dining, and even a visit from Santa himself. Palm trees twinkle, the Gulf breeze carries holiday cheer, and every moment feels touched with island magic.

The season’s biggest highlight comes on New Year’s Eve, when guests gather along Sunset Beach to watch fireworks light up the Gulf. As the final sunset of 2025 melts into night, a dazzling show welcomes the new year in true Captiva style.

A Season to Remember

Whether it’s pumpkin carving with the kids, a Thanksgiving dinner you don’t have to cook, or watching fireworks reflect across the Gulf, South Seas Island Resort offers a holiday season filled with joy, connection, and unforgettable memories.

This year, let Captiva Island be the backdrop for your family’s holiday traditions—and discover just how magical the season can feel when celebrated by the sea.

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Island Update

Coming Soon: Captiva Landing at South Seas Resort

There’s always been a certain magic to Captiva Island. It’s in the way the mangroves curl into whimsical shapes, the dolphins that glide beside boats, and the sunsets that paint the horizon in sherbet hues. Soon, families will have yet another reason to fall in love with this slice of paradise: Captiva Landing, a brand-new water play destination opening in late 2025 at South Seas Island Resort.

This upcoming addition is more than just a pool and slides—it’s a space where families can splash, relax, and discover the island together. Picture laughter echoing down waterslides, little ones learning about the island’s ecosystems, and parents unwinding in shaded cabanas while the Gulf breeze drifts by.

A Water Play Area with a Captiva Soul

Captiva Landing was designed to feel like an extension of the island itself—playful, refreshing, and connected to nature.

Yes, the slides and splash zones will bring plenty of thrills. But woven into the layout are quiet corners, open green spaces, and cabanas that encourage families to slow down and savor the day. The design strikes the perfect balance: energy for the kids, relaxation for the adults, and an atmosphere that feels authentically Captiva.

Highlights include:

  • Interactive water play areas for endless fun.

  • A lazy river for those who’d rather float than splash.

  • Poolside cabanas that provide shaded comfort for regrouping and reconnecting.

  • The Cove, a tranquil pool area reserved for those in search of pure relaxation.

A Vision Years in the Making

Guests have been asking for a family-friendly hub like this, and Captiva Landing delivers. This thoughtfully designed space blends seamlessly with the resort’s natural landscape while offering a central gathering point on the south side of South Seas.

It’s a place where kids beg for “one more slide” before the sun goes down, friends cool off after a day on the water, and parents sneak a moment of calm with the Gulf breeze as their soundtrack.

Camp-tiva Kids Club: Where Curiosity Leads the Way

At the heart of Captiva Landing sits the Camp-tiva Kids Club, a fresh take on island discovery. Here, children get more than just entertainment—they get experiences that inspire.

  • Eco adventures introduce kids to the mangroves, wildlife, and island ecosystems.

  • Creative activities like crafts and nature-based projects encourage imagination.

  • Guided exploration helps young adventurers connect with Captiva’s environment in a meaningful way.

For parents, it’s peace of mind knowing the fun comes with a dose of learning and a lasting connection to nature.

Relax, Recharge, Repeat

While the kids are busy exploring, adults can retreat to The Cove or settle into a cabana with a cold drink and a good book. These shaded spaces are perfect for swapping stories from the day, planning tomorrow’s adventures, or simply doing nothing at all—sometimes the most rewarding part of island living.

Island Bites & Playful Dining

Splashing works up an appetite, and Captiva Landing makes meals part of the fun. Guests will find family-friendly bites with a tropical twist—snacks, meals, and refreshing treats that are fast, flavorful, and inspired by the island itself.

It’s dining that keeps the kids happy, satisfies parents, and fuels the next round of fun.

Arcade Fun & Family Competition

Inside, the arcade offers a different kind of excitement. Families can dive into games that spark laughter, light-hearted rivalries, and plenty of bragging rights. It’s the perfect complement to sun-soaked adventure, giving everyone a chance to cool off while keeping the fun going.

The Heart of Captiva, Reimagined

Captiva Landing isn’t just a water play area—it’s a new chapter for family connection at South Seas. From the first splash in the morning to the last golden sunset over the Gulf, every moment here is designed to celebrate nature, laughter, and togetherness.

Late 2025 can’t come soon enough. Until then, families can look forward to a space that brings the best of Captiva to life: fun, discovery, and island magic.

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Island Update

A New Way to Celebrate Captiva Sunsets: Beach House at South Seas Resort

Sunsets on Captiva Island have always been something special, and now there’s a new way to enjoy them. On September 29, 2025, South Seas Resort welcomed guests for the soft opening of Beach House, a refined-yet-relaxed dining spot set directly on Sunset Beach.

This much-anticipated addition captures everything visitors love about dining on Captiva—panoramic ocean views, fresh flavors inspired by the Gulf, and an atmosphere that flows effortlessly from a casual daytime meal to a romantic evening under the stars.

A Setting That Defines Captiva

From the moment you approach, Beach House stands out. Its exterior is highlighted by a striking mosaic mural, an artistic touch that sets the tone for what’s inside. Step through the doors and you’ll find a breezy, open design with warm wood accents, creamy tones, and expansive windows. Roll-up doors invite the Gulf breeze inside, blending indoor comfort with the beauty of the beach.

Nearly every seat offers a view of Sunset Beach, with the Gulf stretching endlessly ahead. As day fades, the sky turns into a canvas of coral, lavender, and orange—a backdrop that makes every meal unforgettable. Whether you choose indoor or outdoor seating, you’re in for front-row views of one of nature’s most iconic shows.

A Gulf-Inspired Menu

The soft opening menu showcases a thoughtful mix of flavors from across the Gulf Coast, paired with South Seas’ signature island style.

Starters
  • Conch Republic Fritters – golden and crisp, paired with an island dipping sauce.

  • Blue Crab, Spinach & Artichoke Dip – served bubbling hot with blue corn tortilla chips.

  • Royal Red Shrimp Bucket – steamed, buttered, seasoned, and brightened with key lime.

Handhelds
  • Fish Tacos – blackened Mahi Mahi with pineapple salsa and chipotle-lime aioli.

  • French Quarter Dip – prime rib layered with horseradish cream and provolone “fondue.”

Entrées
  • Red Snapper Veracruz – paired with saffron rice, tomato, olives, and jalapeños.

  • Coconut Shrimp Platter – sweet chili pineapple sauce, waffle fries, and coleslaw.

  • Creamy Creole Chicken Penne – tossed with Tasso ham and peppadew peppers.

  • Parmesan Primavera – a lighter option with seasonal vegetables and orzo.

Desserts
  • Key Lime Pie – a Florida classic, bright and tangy.

  • Tempura Banana Split – a playful twist on a nostalgic favorite.

Toasting the View

No Captiva dining experience is complete without something to sip. Beach House offers a curated mix of tropical cocktails, wine, and classics with a creative twist. A highlight of the opening menu is the Tipsy Millionaire, crafted with Don Julio 1942 Añejo, Grand Marnier, fresh lime juice, and agave nectar. Smooth, citrusy, and indulgent—it’s the perfect way to toast the sunset.

Looking Ahead

The soft opening is just the beginning. Beach House will officially debut its full menu on October 15, 2025, cementing its place as South Seas’ signature beachfront dining destination.

Until then, the invitation is simple: head to Sunset Beach, gather with friends, enjoy the Gulf breeze, and let the colors of the evening sky enhance a meal that feels distinctly Captiva.

Explore Beach House and make your next Captiva sunset one to remember.

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Island Update

Shalimar Beach Resort Reopens Three Years After Hurricane Ian

On September 28, exactly three years after Hurricane Ian devastated Sanibel Island, the Shalimar Beach Resort reopened its doors at 2823 West Gulf Drive. The property, completely rebuilt to modern hurricane codes, now welcomes guests back to its 33 redesigned rooms across seven buildings — marking the first new hotel to open on Sanibel since 1984.

A Legacy Rebuilt

Originally constructed in 1959, the Shalimar’s wood-frame cottages were swept away by Ian’s storm surge in 2022. Today, the resort stands stronger than ever. Owner Sean Niesel, whose grandparents first bought the property decades ago, reflected on the journey:

“We made it. We hope, we pray we don’t get another Hurricane Ian. But if we were to, this place can survive a Hurricane Ian, and we’d just be doing landscape and cleanup.”

The rebuilt property now includes 21 hotel rooms, 10 one-bedroom villas, and two two-bedroom villas, totaling more than 52,000 square feet. Each unit features a kitchenette with a full-size microwave, refrigerator, and stove — a modern upgrade designed with extended stays in mind.

Strengthening Sanibel’s Recovery

Shalimar’s reopening is a milestone for Sanibel’s tourism recovery. Since Ian, about 84.5% of hotel rooms in Lee County have returned, but Sanibel lags behind at 56.4%. With Shalimar’s 33 units coming online, that rate ticks upward to 58.4%, raising the island’s available rooms from 917 to 950 out of 1,626.

Resilience and Dedication

For longtime General Manager Romas Vaickus, who has worked at the Shalimar since 1997, the resort’s reopening is deeply personal. In the aftermath of Ian, he expected to lose his position. Instead, Niesel not only kept him on but continued his salary during the rebuilding process.

“I agreed to stay with Sean and help him to rebuild,” Vaickus said.

From there, a team assembled to bring the Shalimar back: architect Joyce Owens of Studio AJO, R.S. Landscaping, and Stevens Construction, which stepped in to keep the project under budget despite rising costs.

“This is our first resort build, and the first to meet Sanibel Island Resort Housing Development District Standards,” said Dan Adams, Executive Vice President of Stevens Construction. The project involved 559 concrete pilings, 3,000 cubic yards of concrete, 69,000 concrete blocks, and 35 subcontractors.

Adams credited Construction Superintendent Tom Porter, who managed the build while repairing his own hurricane-damaged home.

A New Chapter for Sanibel Hospitality

To about 50 community members, officials, and friends gathered for the reopening, Niesel summed up the day’s significance:

“It’s a surreal day for us, but also a really humbling one.”

With Shalimar Beach Resort officially welcoming back guests, Sanibel takes another important step forward in its recovery, blending resilience, innovation, and community spirit into the next chapter of the island’s hospitality story.

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Island Update

Sanibel City Council Approves Final Budget and Millage Rate for FY 2025-26

The Sanibel City Council approved the city’s final budget and millage rate for fiscal year 2025-26 during its second and final budget hearing on September 25.

Council members voted unanimously, 5-0, to adopt an operating millage rate of 2.5000 mills, which is 19.45% higher than the rolled-back rate of 2.0930 mills. The final millage also includes a 0.0169 mill levy for sewer debt service and a 0.1011 mill levy for the recreation center debt service.

In addition, the council approved a final city budget of $216,061,856 for the fiscal year. From the General Fund’s balance, the following amounts were committed: $5.9 million for emergency reserves, $600,000 for operational support reserves, and $737,500 for debt service reserves.

The Lee County Property Appraiser’s Office certified the city’s gross taxable value at $5.63 billion, which serves as the basis for operating and budgeting purposes.

Budget Adjustments and Loan Planning

Deputy City Manager and CFO Steve Chaipel provided an overview of budget adjustments made since the first hearing:

  • The city manager’s budget increased by $75,000 to fund federal lobbying efforts, reducing the General Fund’s ending balance and slightly increasing the required cash flow reserve.

  • The city’s 2023 state loan of $15.2 million included $5.9 million in appropriations. To address repayment, a reserve account has been created with an annual allocation of $737,500 beginning in FY 2026 to ensure repayment by the loan’s 2033 due date.

  • Overall, the General Fund’s ending balance decreased by $825,251, though the total General Fund and citywide budget remain unchanged.

The full approved budget can be viewed here.

Regular Meeting Highlights

Following the budget hearing, the council moved into its regular session. Key actions included:

  • Compensation & Classification Plan: Approved unanimously, this resolution amends job classes and reclassifications, updates salary bands for certain bargaining unit positions, and authorizes the city manager to update job descriptions as needed.

  • Administrative Authority for Plats: Approved unanimously, granting the city manager or designee the authority to receive, review, and approve plats or replats in accordance with amended state statutes.

  • School Zone Speed Detection Report: Police Chief William “Bill” Dalton presented the annual report, sharing statistics and compliance results with state statute requirements.

  • BIG ARTS Recognition: The council issued a proclamation acknowledging BIG ARTS for its continued support of the Sanibel community.

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Island Update

Sanibel Farmers Market Returns for Its 18th Season

The Sanibel Island Farmers Market is set to return on October 5, marking the beginning of its 18th season. The market will take place every Sunday from 9 a.m. to 1 p.m. at Sanibel City Hall and run through May, offering residents and visitors a chance to shop local, enjoy fresh food, and connect with the community.

Organized by Local Roots, co-owned by island residents Jean Baer and Betsy Ventura, the market has grown into a staple of Sanibel life. With about 50 vendors participating this season, offerings will range from fresh produce, flowers, cheese, seafood, and prepared meals to handmade crafts, jewelry, and art.

A Celebration of Culture and Community

Opening day will begin with a flag ceremony at 9 a.m., celebrating the many cultures represented both at the market and within the community. Vendors and shoppers alike are invited to showcase their heritage with flags, attire, or cultural displays.

“Our goal has always been to create more than just a shopping experience,” shared Ventura. “It’s about quality, community, and supporting local growers, makers, and nonprofits.”

Vendors, Favorites, and New Additions

Longtime favorites like Aurora’s and Irene’s produce stands, Dominga’s Flowers, Dynasty Guacamole, Madagascar Hats, Sage and Indigo Juices, Stamper Cheese, Sweet Blendz Acai, and Twila Mae’s Chicken Salads will be returning.
New additions this year include Better Than a Bistro, Dockside Seafood, Korean Kitchen, Power Flour, San-Cap Sea Salt, Simply Savory Dips, and Twisted Acres.

A rotating booth will also feature a local artist each month, while other crafters such as jewelers, potters, and artisans will round out the market’s creative side.

Giving Back

Each Sunday, a different nonprofit organization will be given booth space to promote its mission and upcoming events. Local Roots also continues its longstanding partnership with FISH of Sanibel-Captiva, with vendors donating unsold products at the end of the day to help stock the food pantry.

In October and November, FISH will host a booth each week to highlight its Jog N Jam fundraiser and sell event tickets.

Sustainability and Accessibility

Shoppers are encouraged to bring reusable bags, though market-branded bags will be available for purchase at the Local Roots booth. Service animals with proper identification are permitted, but emotional support animals are not covered under ADA guidelines.

Parking will be available at the Sanibel Public Library, BIG ARTS, and the theater lots, with designated handicap parking at City Hall. Bicycle parking will also be offered at the library.

A Note of Thanks

On behalf of Local Roots, Ventura expressed gratitude to the City of Sanibel, BIG ARTS, and the Sanibel Public Library for their continued support and use of their facilities.

“A great farmers market connects people to fresh, healthy food, while keeping the island’s spirit vibrant and strong,” Ventura said. “We welcome everyone to come out, shop local, and be part of the community.”

IF YOU GO

What: Sanibel Island Farmers Market
When: Sundays, 9 a.m. to 1 p.m. (October–May)
Where: Sanibel City Hall, 800 Dunlop Road, Sanibel
Who: Local Roots
Details: Free and open to the community

For more details, visit buylocallee.com.

Note: The Captiva Island Farmers Market will begin on November 4 at The Shops at South Seas on Tuesdays, while a new ninth market location will open in December at the Hyatt Regency in Bonita Springs.

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Island Update

Protect Captiva Provides Update on Legal Efforts

Protect Captiva has released an update on ongoing legal efforts to preserve Captiva’s longstanding building height and density restrictions.

On September 16, the organization reported that a petition was filed in court by a coalition that includes the Captiva Civic Association (CCA), R.L.R. Investments, Royal Shell Vacations, 12 South Seas condominium associations, and eight South Seas timeshare associations.

In its statement, Protect Captiva described the petition as “an unprecedented display of unity,” explaining that it seeks to nullify the rezoning of South Seas approved by the Lee County Board of County Commissioners on August 6. The filing argues that the county’s decision violated the Land Development Code, Comprehensive Plan, and the due process rights of petitioners.

The coalition outlined multiple concerns, including the limited capacity of the Florida Governmental Utility Authority’s sewage treatment plant to handle increased density from 912 to 1,268 units. Additionally, the Captiva Island Fire Control District currently lacks the ground ladders and fire flow needed to service buildings 20 feet taller than existing structures on South Seas or Captiva.

Protect Captiva further noted that the county approved deviations related to easement rights and on property not owned by the resort. The group also highlighted procedural issues, stating that community members were denied the right to cross-examine the applicant’s witnesses or challenge testimony, while the applicant was permitted to question or interrupt community speakers.

According to the coalition, the complex network of shared infrastructure and property interests at South Seas required petitioners to have equal procedural rights during the hearing process.

“For over half a century, South Seas property owners and the Captiva community relied on the enforcement of zoning to protect open space, limit density, and safeguard the island’s character and safety,” Protect Captiva shared. “The county’s approval undermined that reliance, granting an advantage to one new property owner at the expense of long-standing owners, while increasing evacuation and environmental risks for all of Captiva and Sanibel.”

The petition asks the court to intervene in order to uphold the rights of the majority of South Seas property owners and the broader Captiva community.

In addition, Protect Captiva reported that all briefs in the Florida Division of Administrative Hearings (DOAH) case have been filed, and the coalition is awaiting the appellate court’s scheduling of oral arguments.

“If the appellate court reverses the DOAH judge and the code amendments are invalidated, everything the county has approved for the new owners of South Seas in the past two years will be called into question,” the organization shared.

To view the petition, click on PETITION.

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Island Update

Sanibel Launches Shared Use Path Repair Project

The City of Sanibel has announced the start of repairs to its Shared Use Path (SUP) network, with work beginning on September 24.

CITY SUP REPAIR PROJECT

Key Repair Locations

The project will focus on several heavily traveled areas, including:

  • The loop beneath the C-Span of the Sanibel Causeway, connecting paths on either side of Causeway Boulevard

  • Pathways along West Gulf Drive, Middle Gulf Drive, and East Gulf Drive

  • The east end of Periwinkle Way

These routes are among the most frequently used by both residents and visitors, making their repair an important step toward maintaining safe and accessible travel across the island.

Safety Reminders for Users

City officials are urging all SUP users to exercise caution when approaching or moving through work zones. Cyclists are encouraged to walk their bikes in active construction areas, as uneven surfaces may be present during repairs.

Timeline and Contact Information

Repairs are expected to take several months to complete, as crews address areas across the island. The City’s Public Works Department is overseeing the project and will provide updates as progress continues.

For additional information, residents and visitors may contact the department by email at sanpw@mysanibel.com or by phone at 239-472-6397.

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SWFL Update

Collier County Approves $5 Million Boost to Tourism Marketing Amid Debate

Collier County is doubling down on tourism promotion as visitor numbers soften. On September 23, commissioners voted 4–1 to approve an additional $5 million in advertising, raising the total tourism budget to $11 million for the 2025–26 fiscal year. The funds will come from the Tourist Development Tax, a levy collected on overnight stays, rather than county property taxes.

Why the Increase?

Tourism Director Jay Tusa, of the Naples, Marco Island, Everglades Convention and Visitors Bureau, explained that Collier’s base marketing budget has hovered around $6 million since 2019. Supplemental dollars were added last year after hurricanes, and he believes another boost is necessary now to keep pace with shifting market conditions.

More than 1,000 hotel rooms have opened in recent years, with another 600 expected this year. Domestic travel is up 3%, but international visitation—especially from Canada—has dropped by double digits. According to Tusa, Collier has lost around 100,000 international visitors in 2025 alone, a decline tied to global economic and geopolitical factors. “A second round of supplemental investment will help Collier County remain competitive, protect market share and build on the success of the initial round,” he told commissioners.

Opposition from the Tourism Council Chair

The lone dissenting vote came from Commissioner Chris Hall, who also chairs the Tourist Development Council. Hall argued that while the first $5 million supplement was justified to reassure visitors after storms, another round of spending now may not be necessary. “If we have it, let’s spend it when we need it,” Hall said, noting that filling hotel rooms is a market-driven challenge rather than a county responsibility.

Commissioner Bill McDaniel Jr. added that he wanted clearer evidence that advertising dollars deliver measurable returns, calling past reporting “nebulous at best.”

Defending the ROI

Marketing partners pushed back on those concerns. Barbara Karasek, co-owner of Paradise Advertising, reported that last year’s $5 million digital campaign delivered a 14-to-1 return by tracking visitors who physically arrived in Collier through mobile and credit card data. “It’s very, very targeted,” Karasek explained.

Industry representatives, including the Florida Restaurant and Lodging Association and executives from local resorts, also spoke in favor of the funding. They stressed that Collier competes with destinations across Florida and beyond, and that county leadership must actively help attract conventions, events, and international visitors.

The Bigger Picture

Tourism remains Collier County’s largest industry, generating more than $2.8 billion annually and supporting nearly 29,000 jobs. The additional funding, supporters argue, is essential to safeguarding that economic impact during uncertain times.

Still, the debate revealed a deeper tension: whether tourism marketing should be treated as a supplemental expense or a permanent investment. Sharon Lockwood, area general manager of the JW Marriott Marco Island, urged commissioners to integrate the $5 million into the base budget moving forward. “I don’t want to call it supplemental anymore,” she said. “I just think it should be our marketing budget.”