County staff outlines proposed 6¢ tourist tax; Marco officials press for clarity on local benefits

Collier County and Marco Island officials used a joint workshop to walk through the uses and timeline for a proposed increase in the county's tourist development tax (TDT), a one‑cent ("6th penny") measure that would appear on a future ballot if the Board of County Commissioners proceeds.

Christopher Johnson, the county's director for financial and management services, said the county's TDT sales are around $1,000,000,000 and "we collect right around $50,000,000 in in TDT tax," and outlined how pennies one through three, the fourth and fifth cents, and the proposed sixth cent are allocated across beaches, promotion and museums. County Manager Amy Patterson told Marco Island elected officials there are funds that "automatically come to Marco" for coastal projects and that the city can also apply for supplemental TDT dollars through the county's annual award process.

Supporters on the dais urged Marco Island to back outreach and public education about the measure. Commissioner Saunders, who has advocated for the tax at the county level, urged the city to get behind the initiative and warned that opposition without information could sink a campaign. Several speakers said the tax is paid mostly by visitors and short‑term rentals, not routine local retail purchases: "This is a tax on short term rentals," one commissioner said during the discussion.

County staff and commissioners repeatedly emphasized process points: the referendum required ordinance action at the county level, the TDT plan would need revisiting if voters approve the additional penny, and any ballot timing would be constrained by administrative deadlines (several commissioners said 2028 is likely the earliest practical date to place an additional measure on the ballot). Christopher Johnson confirmed the board already "approved an ordinance for the referendum" to begin that process.

What happens next: county staff will continue public outreach (the county's TDT fact sheet and schedule were posted at colliertdt.com), and Marco Island officials said they would coordinate with county staff to clarify potential eligible projects and to educate island residents before any vote.