AITDC Board Meeting Wednesday, April 26, 2017 GOVERNMENT IN THE - - PowerPoint PPT Presentation

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AITDC Board Meeting Wednesday, April 26, 2017 GOVERNMENT IN THE - - PowerPoint PPT Presentation

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


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AITDC Board Meeting Wednesday, April 26, 2017

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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

  • f territories or customers, or restraints of trade as to property owners, suppliers, or others.
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FINANCIALS

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FY2017 YTD Taxable Revenue

$0 $20,000,000 $40,000,000 $60,000,000 $80,000,000 $100,000,000 $120,000,000 $140,000,000 FY 2012 FY2013 FY2014 FY2015 FY2016 FY2017

$78,088,012 $93,523,687 $112,108,878 $125,789,657 $132,644,725 $54,666,239

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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

FY2017 YTD Budget

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PERFORMANCE

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Occupancy YTD

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 Fort Walton Beach Hilton Head Brunswick Daytona Beach Savannah Charleston St Johns County Amelia Island Jacksonville Jacksonville Beaches

51.2 56.0 62.8 66.9 70.0 71.7 72.0 73.5 74.2 74.7

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ADR YTD

$0.00 $50.00 $100.00 $150.00 $200.00 $250.00 Brunswick Jacksonville Fort Walton Beach Savannah Hilton Head Charleston Daytona Beach St Johns County Jacksonville Beaches Amelia Island

$107.21 $107.93 $112.04 $115.41 $123.52 $130.19 $134.09 $134.65 $157.95

$216.22

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RevPar YTD

$0.00 $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 $140.00 $160.00 Fort Walton Beach Brunswick Hilton Head Jacksonville Savannah Daytona Beach Charleston St Johns County Jacksonville Beaches Amelia Island

$57.35 $67.33 $69.18 $80.06 $80.83 $89.74 $93.39 $96.90 $117.95 $158.96

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Mean YTD

0.0 50.0 100.0 150.0 200.0 250.0

Occupancy ADR RevPar

78.1 $159.38 $124.40 67.3 $124.78 $83.64 73.5 $216.22 $158.96

Florida Comp Set Amelia Island

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MARKETING

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Intern

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DIGITAL

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A Record Number of Arrivals

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Digital: Luxury Campaign

Creative Web Experience Media Partner

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Digital: Departures

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Digital: Departures

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Vacation Rentals

FY16 56% Occupancy; Capacity >500,000 = INCREMENTAL OPPORTUNITY

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A1A Ocean Islands Trail

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INTERNATIONAL

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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
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Our German Travelers

  • Not price-sensitive
  • Explorer Mindset
  • Compare “THE WORLD

TO THE WORLD”

  • Profile developed with

market research and stakeholder input

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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

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ITB 2017

  • 10,000 exhibitors from 184

countries

  • Tour Operator and Press

Meetings

  • Welcome, openness
  • Report in Board Packet
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VISIT FLORIDA London Takeover: Year Two

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VISIT FLORIDA London Takeover: Influencer

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VISIT FLORIDA London Takeover: Influencer

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VISIT FLORIDA London Takeover: Influencer

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VISIT FLORIDA London Takeover: Digital TV

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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

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VISIT FLORIDA London Takeover: Value

Media Value: $32,299 Amelia Island Investment: $7500

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IPW Reception

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SOCIAL

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Content Studio: Co-Ops in Production

  • Omni Amelia Island

Plantation

  • Seaside Amelia Inn
  • Residence Inn
  • Amelia Tavern

+ Waiting list

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Content Studio: Katie Ride Co-Op

  • 68,000 Views
  • #LiveAmelia
  • Coverage for future

Rides and wellness content

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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
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Strategic Initiatives

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Leave No Trace

9,000 pounds of debris collected in 2016

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Leave No Trace

Not limited to beach chairs

Includes cans, food trash, shoes, etc.

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Leave No Trace – Signage and Rack Cards

Rack Cards for Lodging Partners Signage at Beach Access Points

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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

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Leave No Trace Beach Safety Video

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Leave No Trace – Seaside Sculptures

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Leave No Trace – Seaside Sculptures

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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

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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.

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Highlighted Media Coverage

  • 360 West
  • 50,059 circulation
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Highlighted Media Coverage

  • 360 West
  • 50,059 circulation
  • Southern Living
  • 2.8 million circulation
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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
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Executed Promotions

  • South Bend
  • Winner’s trip
  • Episode of “Lunkerville”
  • Airs on NBC, WFN and PBS
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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

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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

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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

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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
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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

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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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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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Media Outreach

  • First Day of Summer Celebration
  • Time Inc. Birmingham Offices
  • Chicago Media Mission
  • Charlotte Media Mission
  • South Florida, Orlando, Atlanta

Media Appointments

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OLD BUSINESS

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Ever So Slightly Special

  • Revised production estimate - $400,000 (See appendix)
  • Scout May 8-9
  • Shoot ~ May 20-24?
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NEW BUSINESS

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Description FY 2017 FY 2018 Budget Tourist Dev. Funds $4,795,875 $5,000,000 Reserve/Carryforward $2,250,000 $0 Cost of Collection $143,876 $150,000 Net Tourist Dev. Funds $6,901,999 $4,850,000 TDC Admin - 15% $697,800 $727,500 Marketing - 65% $5,105,799 $3,152,500 Travel Trade - 10% $883,200 $485,000 Beach Projects - 10% $1,465,200 $485,000

FY2018 Budget Proposal

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AITDC Board Meeting Wednesday, April 26, 2017