AITDC Board Meeting Wednesday, April 26, 2017
GOVERNMENT IN THE SUNSHINE Members of the Amelia Island Tourist Development Council are subject to “Government in the Sunshine.” Open government is a cherished principle guaranteed under Florida Law. The right of public access gained constitutional status when the Public Records and Meetings Constitutional Amendment took effect on July 1, 1993. A copy of the “Government in the Sunshine” manual is available for review. If you have any questions regarding “Government in the Sunshine,” please contact the Administrative Office. CONFLICT OF INTEREST/CODE OF CONDUCT The members of the Tourist Development Council have a fiduciary relationship to the Nassau County BOCC. This relationship requires that in the performance of their duties they shall act in good faith, with undivided loyalty to the County and with the high degree of diligence, care and skill which reasonably prudent persons would exercise in the conduct of their own affairs. This relationship further requires that the AITDC members not take advantage of their positions, or the knowledge gained there from for private gain or other personal advantage, either for themselves, their families, or anyone else in whom they have a direct or indirect personal or financial interest, to the detriment of Nassau County. ANTITRUST STATEMENT The purpose of this meeting today is to act upon matters relating to the business of the tourism industry on Amelia Island and not to discuss or pursue the business interests of individual companies. Members of the AITDC should proceed with due diligence, keeping in mind the requirements and prohibitions of Federal and State Antitrust laws. Specifically, but without limitation, there should be no discussions or deliberations relating to pricing methods, allocation of territories or customers, or restraints of trade as to property owners, suppliers, or others.
FINANCIALS
FY2017 YTD Taxable Revenue $132,644,725 $140,000,000 $125,789,657 $112,108,878 $120,000,000 $93,523,687 $100,000,000 $78,088,012 $80,000,000 $54,666,239 $60,000,000 $40,000,000 $20,000,000 $0 FY 2012 FY2013 FY2014 FY2015 FY2016 FY2017
FY2017 YTD Budget Description YTD 2017 Budget YTD Actual Variance INCOME $3,509,228 $2,504,802 ($1,004,426) EXPENSES Cost of Collections $56,527 $58,717 $2,190 TDC Admin. 15% $274,155 $284,776 $10,620 Marketing - 65% $2,628,487 $1,995,153 ($633,334) Travel Trade - 10% $272,568 $117,052 ($155,515) Beach Improv. 10%** $1,167,000 $49,105 ($1,117,895) EXP. TOTAL $4,342,210 $2,446,086 $1,896,124
PERFORMANCE
Occupancy YTD 74.7 74.2 73.5 80.0 72.0 71.7 70.0 66.9 70.0 62.8 56.0 60.0 51.2 50.0 40.0 30.0 20.0 10.0 0.0 Fort Walton Hilton Head Brunswick Daytona Savannah Charleston St Johns Amelia Jacksonville Jacksonville Beach Beach County Island Beaches
ADR YTD $250.00 $216.22 $200.00 $157.95 $150.00 $107.21 $107.93 $112.04 $115.41 $123.52 $130.19 $134.09 $134.65 $100.00 $50.00 $0.00 Brunswick Jacksonville Fort Walton Savannah Hilton Head Charleston Daytona St Johns Jacksonville Amelia Island Beach Beach County Beaches
RevPar YTD $158.96 $160.00 $140.00 $117.95 $120.00 $96.90 $93.39 $100.00 $89.74 $80.83 $80.06 $80.00 $69.18 $67.33 $57.35 $60.00 $40.00 $20.00 $0.00 Fort Walton Brunswick Hilton Head Jacksonville Savannah Daytona Charleston St Johns Jacksonville Amelia Island Beach Beach County Beaches
Mean YTD 250.0 $216.22 200.0 $159.38 $158.96 $124.40 $124.78 150.0 $83.64 73.5 100.0 78.1 67.3 50.0 0.0 Occupancy ADR RevPar Florida Comp Set Amelia Island
MARKETING
Intern
DIGITAL
A Record Number of Arrivals
Digital: Luxury Campaign Media Creative Partner Web Experience
Digital: Departures
Digital: Departures
Vacation Rentals FY16 56% Occupancy; Capacity >500,000 = INCREMENTAL OPPORTUNITY
A1A Ocean Islands Trail
INTERNATIONAL
International Visitors ● 11,830 visitors from German-speaking Europe last year - up 28% and the largest group. ● UK up 23% to 6470 ● Canada down 10% to 8,890
Our German Travelers •Not price-sensitive •Explorer Mindset •Compare “THE WORLD TO THE WORLD” •Profile developed with market research and stakeholder input
Das Erbe Unsere Welt • May Issue sent directly to National Geographic Germany’s 87,000 subscribers • On home page of official National Geographic website starting May 2nd
ITB 2017 •10,000 exhibitors from 184 countries •Tour Operator and Press Meetings •Welcome, openness •Report in Board Packet
VISIT FLORIDA London Takeover: Year Two
VISIT FLORIDA London Takeover: Influencer
VISIT FLORIDA London Takeover: Influencer
VISIT FLORIDA London Takeover: Influencer
VISIT FLORIDA London Takeover: Digital TV
VISIT FLORIDA London Takeover: Expedia • Inclusion on the Florida Landing Page on Expedia.co.uk, eBookers and Hotels.com from January through March. • Total Page Views: 32,762 • Landing Page Media Value: $8,000
VISIT FLORIDA London Takeover: Value Media Value: $32,299 Amelia Island Investment: $7500
IPW Reception
SOCIAL
Content Studio: Co-Ops in Production •Omni Amelia Island Plantation •Seaside Amelia Inn •Residence Inn •Amelia Tavern + Waiting list
Content Studio: Katie Ride Co-Op •68,000 Views •#LiveAmelia •Coverage for future Rides and wellness content
Film Commission & Photo Shoots: Impact •Belk team •80+ Room Nights (January and mid-March) •Residence Inn Amelia Island, Elizabeth Pointe Lodge •Local restaurant catering, tasting tours and museum visits, social sharing •More in the works
Strategic Initiatives
Leave No Trace 9,000 pounds of debris collected in 2016
Leave No Trace Not limited to beach chairs Includes cans, food trash, shoes, etc.
Leave No Trace – Signage and Rack Cards Rack Cards for Lodging Partners Signage at Beach Access Points
Leave No Trace Beach Safety Video •Communicating in a way that’s entertaining not annoying •Can be divided into modules •Local talent, authentic feel •Shareable and widely available www.ameliaisland.com/safety
Leave No Trace Beach Safety Video
Leave No Trace – Seaside Sculptures
Leave No Trace – Seaside Sculptures
Leave No Trace – Outreach Event May 23 5-7pm Sculpture Unveiling Artist Meet and Greet Eco-Tourism Partners Hands-On Art Activity for Kids Sea Turtle Education
Strategic Initiatives – Looking forward Building Partnerships • Sponsorships for Dickens on Centre, Restaurant Week, etc. Establish the Amelia Island Foundation for Sustainable Tourism • Create a 501c3 organization to support fundraising initiatives outlined and determined by the Strategic Plan.
Highlighted Media Coverage • 360 West - 50,059 circulation
Highlighted Media Coverage • 360 West - 50,059 circulation • Southern Living - 2.8 million circulation
Highlighted Media Coverage • 360 West - 50,059 circulation • Southern Living - 2.8 million circulation • South Magazine - 20,000 print circulation - 110,000 page views monthly
Executed Promotions • South Bend - Winner’s trip - Episode of “Lunkerville” - Airs on NBC, WFN and PBS
Executed Promotions • South Bend - Winner’s trip - Episode of “Lunkerville” - Airs on NBC, WFN and PBS • Harris Teeter - Accommodations at Summer Beach and prize package for winner - Social media, in-store signage in 200 SE stores, consumer e-blasts
Press Visits • Charlotte Observer - 122,000 circulation • Chicago Parent - 95,477 monthly circulation - 130, 715 UMV online • Sisson Sisters - 100,000+ Instagram • TMS Post Fam - TravelAge West, Frommers, Conde Nast, USA Today, TripAdvisor, Orbitz
Press Visits • Charlotte Observer - 122,000 circulation • Chicago Parent - 95,477 monthly circulation - 130, 715 UMV online • Sisson Sisters - 100,000+ Instagram • TMS Post Fam - TravelAge West, Frommers, Conde Nast, USA Today, TripAdvisor, Orbitz
Charlotte Activation • Derby Days Event - Saturday, May 6 - Young Affiliates of the Mint - “Best Party for Young Professionals” – Charlotte Observer - “Best Young Professional Party” – Society Charlotte Magazine - 400+ young professionals
Upcoming Promotions • Spartina 449 - Social media promotion and trip giveaway - Southern, coastal demographic - Exposure to 24,000 on Facebook, 13,000+ on Instagram and via e-blasts
Campaigns • Never Seen the Ocean - 360° virtual experience to bring the beach to kids in landlocked markets - Allegiant Airlines, Boys & Girls Club - Beach party, kid interviews - Social media, press coverage
Campaigns • Never Seen the Ocean - 360° virtual experience to bring the beach to kids in landlocked markets - Allegiant Airlines, Boys & Girls Club - Beach party, kid interviews - Social media, press coverage
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