From the Desk

It’s Been Quite the Ride

Over the last five years, I have been blessed to serve as Executive Director of the Fifth Avenue South Business Improvement District (BID), working with an amazing group of 220 business leaders, entrepreneurs, and restaurateurs. This will be my last newsletter, as I prepare for the next step in my career.

What an amazing five years this has been. Watching the evolution of the BID has been a joy and a true success story. Going from a fledgling merchant’s association to a united group of COVID-19 challenged businesses struggling to hang on only to emerge as the #1 shopping destination in Collier County, the BID has had quite a ride. The contributions the BID’s members have made to this community, their employees, and to the economy have been astounding and immeasurable.

Here are Just a Few Highlights:

		Visual renaissance – Fifth Avenue South has always been beautiful, but the hanging baskets and new banners on streetlight poles have added a hint of charm and elegance to post-pandemic Fifth Avenue South. The banners signify a collective identity, one of unity, quality, and sophistication, as well as hail Fifth Avenue South as Naples’ “Historic Main Street.”
		Culture change – Surviving and thriving through COVID-19 gave Fifth Avenue South business owners a new sense of family and brought everyone closer together. The pandemic was indeed a challenge, but we were #Unitedon5th, our rally cry for getting through it. Under that umbrella, we took a number of initiatives to make sure BID businesses and their employees not only survived, but carefully followed health guidelines, while continuing to serve local residents and help frontline workers by providing meals and other support. This period was a seminal moment in defining the BID members’ commitment to the community and to each other.
		Unparalleled marketing – The BID’s marketing goal over the last five years has remained straight-forward: To keep the brand of Fifth Avenue South front and center, reinforcing Fifth Avenue South’s reputation as one of the most exclusive addresses in the nation to visit, own real estate or open a business. Throughout the BID’s advertising, media relations, events, and social media, we have highlighted Fifth Avenue South as the crown jewel of Naples.
		Unparalleled events – Over the course of the last five years events on Fifth Avenue South have become the talk of the town. Ranging from the magnificent USA Wine & Food Experience with Martha Stewart to Cars on 5th. The monthly Evenings on 5th highlight some of the best musicians in Naples and bring guests from all over the country to dance the night away.
		My favorite and the most spectacular event we enjoy is the two-day extravaganza of Christmas on 5th, showcasing the annual tree lighting, philharmonic concerts and a dozen or more of the finest restaurants in SW Florida serving their guests under the stars right on Fifth Avenue South. The special event also includes the first ever skating rink on Fifth Avenue South and a live nativity that leaves thousands in awe. Our most recent Christmas lighting honored the brave first responders that serve our great city and county. An experience that is a true honor for all.
		Social media influencer – Because of its marketing efforts, the BID has gone from a social media rookie to a robust presence and major influencer status on multiple platforms. Indeed, the BID’s social media presence continues to grow exponentially. In 2018, official followers on Instagram were only 1,674, while at the end of 2021, that number rose to close to 30,000. Likewise, in 2018, Facebook followers were approximately 1,800, but by the end of 2021 that number had grown to almost 12,000.
		#1 shopping destination – Recognized by guests and visitors as the #1 shopping destination in Collier County, #5 in Florida and #134 nationwide, Fifth Avenue South became a major front runner by meeting, and often exceeding, the demands of residents and visitors who love to shop, dine and stroll on our beautiful, iconic downtown street.
If there is any question about the role Fifth Avenue South plays as an engine of economic growth for Naples, you only have to look at the numbers. Fifth Avenue South businesses had approximately 1.5M visitors in 2021, up by 200,000 since 2020, compared to Mercato at 1.1M and Waterside Shops at 818.8K. Visitors also spent more time on Fifth Avenue South with an average of 2.23 hours versus 1.72 hours for Mercato and 1.33 hours for Waterside Shops.
		BID extended to 2030 – Lastly, a real testament to its successful track record, City Council voted unanimously to extend the BID’s existence. The strong partnership that exists between the City of Naples and the BID will assure that the critical needs of Fifth Avenue South will continue to be communicated and met over the next decade.

When One Door Closes Another Opens

So, although I move on to the next chapter of my career, I am deeply honored to have had the opportunity to work with some of the City’s best and brightest... business owners who care deeply, not just about their bottom line, but about their employees and this community. I wish everyone continued success, and I can only imagine what the future holds for our remarkable and magical crown jewel of Naples.

Bruce Barone, Jr.
Executive Director | 5th Avenue South Business Improvement District

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