GOVERNM NMENT I IN T N THE S SUNS NSHINE Members of the Amelia - - PowerPoint PPT Presentation

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GOVERNM NMENT I IN T N THE S SUNS NSHINE Members of the Amelia - - PowerPoint PPT Presentation

GOVERNM NMENT I IN T N THE S SUNS NSHINE Members of the Amelia Island Tourist Development Council are subject to Gov ne. Open government is a overnm nment nt i in the S Sunshi hine cherished principle guaranteed under Florida


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SLIDE 1

GOVERNM NMENT I IN T N THE S SUNS NSHINE Members of the Amelia Island Tourist Development Council are subject to “Gov

  • vernm

nment nt i in the S Sunshi hine ne.” 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 “Governm nment nt i in the S Suns nshi hine ne” manual is available for review. If you have any questions regarding “Governm nment nt i in the S Suns nshi hine ne,” please contact the Administrative Office. CO CONFLICT CT O OF INTERE REST/CODE O OF CO CONDUCT UCT 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. ANTITR TRUST S STA TATE TEMENT 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

  • wners, suppliers, or others.
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SLIDE 2

Isl sland and

Art A Associa iation ion

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SLIDE 3

Overview JANUARY – JULY 2014

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SLIDE 4

Stats: January – July 2014

1000 2000 3000 4000 5000 6000 2009 2010 2011 2012 2013 2014

General Admission

200 400 600 800 1000 1200 January February March April May June

General Admission

2009 2010 2011 2012 2013 2014

33% Increase in the first 6 months of 2014 vs 2013

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SLIDE 5

2014 Highlights

Shrimp Fest – Gumbo awarded “Most Delectable” Community Appreciation Day 250 Attended: 68% from Nassau County 13% from Jacksonville Area 18% from Out of Area Camp Napoyca Road Scholars program provided 268 Room Nights

Holiday Home Tour selected as one of the Top 20 Events in the Southeast for December 2014

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Smithsonian’s “The Way We Worked” Coming to the Amelia Island Museum of History

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SLIDE 7

Financials

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SLIDE 8

August FY2014 YTD Budget

Description FY2014 Budget YTD Actual YTD Budget Budget Variance FY2014 Budget Available NET INCOME $4,632,870 $4,614,893 $4,352,125 $262,768 $17,977 EXPENSES TDC Admin. 15% $505,758 $503,062 $463,646 $39,416 $2,696 Marketing - 65% $3,157,018 $2,083,988 $3,044,040 ($960,052) $1,073,030 Travel Trade - 10% $632,922 $246,293 $602,475 ($356,182) $386,629

  • BeachImprov. 10%* *

$337,172 $80,349 $322,968 ($242,619) $256,823

  • EXP. TOTAL

$4,632,870 $2,913,692 $4,433,129 ($1,519,437 ) $1,719,178 NET $0 $1,701,201

  • $81,004

$1,782,205

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SLIDE 9

AI AITD TDC F C FY20 2015 B 15 BUDGET

ET

Description FY 2014 Budget Tourist Dev. Funds $4,350,000 Cost of Collection $130,500 Net Tourist Dev. Funds $4,219,500 TDC Admin. 15% $632,925 Marketing - 65% $2,742,675 Travel Trade - 10% $421,950 Beach Improv-10% $421,950 $4,219,500 $0

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SLIDE 10

REVISED

ED FY2015

015 B BUDGET

ET

Description FY 2015 Budget Tourist Dev. Funds $4,350,000 Reserve/Carryforward $637,500 Cost of Collection ($130,500) Net Tourist Dev. Funds $4,857,000 TDC Admin. 13% $632,925 Marketing - 65% $3,229,825 Travel Trade - 10% $496,950 Beach Improv-10% $496,950

2% 13% 65% 10% 10%

Collections Management Marketing Travel Trade Beaches

FY2015 Budgeted Reserve - $3,219,523 FY2015 Proposed Reserve - $2,583,023

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SLIDE 11

Metrics

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SLIDE 12

Ame meli lia I Isl sland and

Ca Calendar Y r Year 2 r 2014 014 / Q2 Visitor P

  • r Prof
  • fil

ile

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Visi sitors a and nd Exp xpendi nditures s

(He (Heads-in in-Bed eds)

Q2 2013 Q2 2014 ∆% Visitation (#)

138,500 153,400 +10.8%

Direct Expenditures ($)

$93,738,200 $111,675,200 +19.1%

Total Economic Impact ($)

$123,331,300 $146,931,000

k: 1.3157

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SLIDE 14

Top Origi Origins: St Stat ates

States of Origin Q2 2013 Rank Q2 2014 Rank Georgia 2 1 Florida 1 2 New York/New Jersey 3 3 North Carolina 7 4 South Carolina 6 5 Tennessee 10 6 Pennsylvania 8 7 Ohio 4 8 Illinois 5 9 Massachusetts

  • 10
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SLIDE 15

Top Origi Origin D DMA’s

DMA’s Q2 2013 Rank Q2 2014 Rank

Atlanta

1 1

Jacksonville

2 2

Greater Orlando

3 3

New York/New Jersey

4 4

Savannah

10 5

Tampa

5 6

Boston

9 7

Philadelphia

6 8

Chicago

8 9

Charlotte

  • 10
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SLIDE 16

Vi Visitor tor P Profi

  • file

Length of Stay – 4.8 Days Children or Young Adults – 29.7% First Visit – 55% Planning Horizon – 58.3 Days Saw Amelia Island Information – 39.4% Influenced by Amelia Island Ads – 56.2%

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Vis isaV aVue ue

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Vis isaV aVue ue

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July 2014 STR

Change

Occupancy 83.3% 13.9% ADR $226.57 3.5% RevPar $188.68 17.9% Demand 47,889 13.8% Revenue $10,850,097 17.8%

Figures represent Amelia Island, not Nassau County

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SLIDE 20

Occupancy July 2014

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 Brunswick Daytona Beach St Johns County Jacksonville Savannah Jacksonville Beaches Charleston Hilton Head Amelia Island Fort Walton Beach

63.4 69.2 69.6 70.0 75.4 77.5 80.6 81.6 83.3 88.2

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ADR July 2014

$0.00 $50.00 $100.00 $150.00 $200.00 $250.00

$97.54 $102.55 $113.37 $120.45 $131.22$132.70 $156.90 $183.93 $201.25 $226.57

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SLIDE 22

RevPAR July 2014

$0.00 $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 $140.00 $160.00 $180.00 $200.00 Jacksonville Savannah Daytona Beach St Johns County Brunswick Charleston Jacksonville Beaches Hilton Head Fort Walton Beach Amelia Island

$68.27 $77.31 $78.41 $83.88 $84.19 $105.82 $121.65 $150.03 $177.60$188.68

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SLIDE 23

Comp Set July 2014

0.0 50.0 100.0 150.0 200.0 250.0

Occupancy ADR RevPar

72.7 $115.83 $84.20 75.1 $137.77 $105.24 83.3 $226.57 $188.68

Florida Comp Set Amelia Island

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SLIDE 24

Occupancy YTD 2014

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

58.1 61.6 62.2 63.2 67.8 69.1 72.0 72.3 73.3 75.8

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SLIDE 25

ADR YTD 2014

$0.00 $50.00 $100.00 $150.00 $200.00 $250.00 Jacksonville Savannah Daytona Beach Brunswick St Johns County Charleston Hilton Head Jacksonville Beaches Fort Walton Beach Amelia Island $95.40

$103.01 $105.86 $111.70 $120.85 $128.15 $148.23 $151.04 $152.46 $215.40

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SLIDE 26

RevPAR YTD 2014

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

$64.88 $65.24 $65.89 $74.45 $81.88 $92.15 $96.24 $97.16 $108.82 $157.86

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SLIDE 27

Comp Set 2014 YTD

0.0 50.0 100.0 150.0 200.0 250.0

Occupancy ADR RevPar

73.4 $131.35 $96.34

66.9 $124.08 $82.97 73.3 $215.40 $157.86

Florida Comp Set Amelia Island

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SLIDE 28

Running 12 Month RevParTrend

20 40 60 80 100 120 140 160 180 200

Florida Comp Set Amelia Island

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SLIDE 29

FY2014 YTD Change

July YTD Changes Occ ADR RevPAR Room Rev Room Avail Room Sold Florida 3.7 5.7 9.6 10.3 0.6 4.4 Brunswick 7.1 1.8 9.0 8.5

  • 0.5

6.6 Fort Walton Beach 0.4 5.5 5.8 8.9 2.9 3.3 St Johns County 5.4 5.3 11.1 9.5

  • 1.4

4.0 Daytona Beach 3.9 4.6 8.7 9.6 0.9 4.8 Savannah 4.7 6.4 11.4 11.3 0.0 4.7 Charleston 5.8 5.4 11.5 11.7 0.2 6.0 Jacksonville 5.4 5.7 11.5 12.8 1.2 6.6 Jax Beaches 5.9 7.1 13.4 13.8 0.4 6.3 Hilton Head 3.0 9.0 12.3 15.2 2.6 5.7

Amelia Island 6.1 6.6 13.2 21.3 7.2 13.8

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SLIDE 30

TDC Act ctivity U y Updat ate

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SLIDE 31

Marketing

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SLIDE 32

Photo Contest

750 entries from 150 individuals Partnerships with Atlanta and First Coast magazines People’s Choice on Facebook Celebrity judging

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SLIDE 33

Local Meetings Campaign Meeting Planner Event – Florida House Creative evolution

  • Advertising, Visitor Guide, Value Card & Artrageous

brochures Special events

  • GA/FL, Restaurant Week, TaxSlayer Bowl

Projects

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SLIDE 34

15% off in August 18 participating hotels Advertising in Villages Daily Sun, Villages radio and Ocala Star Banner Series of 5 eblasts to database 955 sessions on landing page

Cool Amelia

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SLIDE 35

Georgia vs Florida

Atl Gator Club promo & press release Landing page w/ contest www.flordiageorgiaweekend.com Media Plan

  • IMG - regional radio;

pre/post-game spots in 4 games per team in Atl, WPB, Orl & Mia

  • Paradise - regional radio/digital in

Atl, Val & Gain Interactive – weekly emails; Google display/retargeting; & social media

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SLIDE 36

September

  • Charlotte, First Coast, Jacksonville (co-ops)
  • Local Palate
  • Nashville Lifestyle
  • Southern Living – weddings
  • Trip Advisor – UK & Canada
  • FL/GA media

October

  • Atlanta, First Coast, Orlando, Charlotte,

Charlotte Wedding (co-ops)

Upcoming Media

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SLIDE 37

Interactive

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SLIDE 38

Booking Referrals

June-July: 503/day 20/day from Facebook High of 853 on July 21st

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SLIDE 39

Travelers and Traffic

90% used the Internet

to get travel information for their trip

80% Said the Internet

was the most helpful source of information Top sources of web traffic: Search and Social

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SLIDE 40

Social Highlights

Increase in Facebook Likes, Instagram Followers, Twitter Followers Social channels impacted participation in photo contest, Cool Amelia promotion while driving website traffic

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SLIDE 41

Social Highlights

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SLIDE 42

Text Messaging

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SLIDE 43

Expanded Partner Email Offerings

Variety of price points Can be micro-targeted to geographies, interests, demographics New digital co-ops coming in October

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SLIDE 44

Promotions & Special Events

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SLIDE 45

.

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SLIDE 46

Promotion with TEXAS MONTHLY BBQ ROAD TRIP HOUSTON TEXAS MAY 31ST 3 champion pit masters and wives booked at the Addison Inn, plus social media promotion

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SLIDE 47

Groups

Currently working:

  • Fellowship of Companies with

Christ

  • International Municipal

Lawyers Association

  • National Conference of

Neurosurgeons

  • ISE Inc.
  • National Audubon Society
  • American Bar Association
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SLIDE 48

Public Relations

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SLIDE 49

Recent Press Visits

  • WJX

JXT-TV TV

  • News 4

s 4 Ja Jax

  • First

st Day of

  • f Sum

ummer on

  • n Cent

ntre S Stre reet

  • June

June 21 21

  • GEO Sai

Saison

  • Trave

vel/German any

  • 500,

500,000 c 0 circ rc.

  • Jul

July 28 28 – Aug ugus ust 1 1

  • Sout
  • uth F

h Flor

  • rida Pa

Pare renting

  • 108,

108,000 c 0 circ rc.

  • Aug

ugus ust 7 7-10 10

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SLIDE 50

Recent Press Visits

  • Southe

hern L n Living ng

  • 2.8

.8 m mil illion cir circ.

  • Aug

ugus ust 1 1-2

  • Tr

Trav avel We Weekly

  • 37,

37,73 733 c circ.

  • Aug

ugus ust 11 11-14 14

  • Florida on
  • n a Tankf

nkful

  • Cen

entral F Flo lorida News ews 1 13, Ba , Bay News ws 9 9

  • Aug

ugus ust 13 13-14 14

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SLIDE 51

Promotions

  • Atlant

nta G Gato tor C Club ub

  • Sp

Special rat rates an and gi giveaway

  • Prom
  • moted i

ted in J July

  • Eb

Eblasst lasst to 2 2,0 ,000 m member

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SLIDE 52

Promotions

  • Atlanta

nta G Gato tor C Club ub

  • Sp

Special rat rates an and gi giveaway

  • Prom
  • moted i

ted in J July

  • Eb

Eblast last to 2 2,000 m members

  • Pare

arents/F /Fam amil ilyFun

  • Visit

isit Flo lori rida P Part rtnersh rship

  • Ro

Road adtrip rip T Theme/Nis issan san Part rtnersh rship

  • April

ril - De December 201 2015

  • $218

18,500 00 medi dia v value ue

  • 38.

8.9 m 9 million

  • n e

expected ected impr pres essions

  • ns
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SLIDE 53

High ighlighted M d Media dia Coverage age

  • AAA Living

ng ( (May/June une)

  • We

We L Love ve Natu Nature To Tours

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SLIDE 54

High ighlighted M d Media dia Coverage age

  • AAA Living

ng ( (May/June une)

  • We

We L Love ve Natu Nature To Tours

  • WJX

JXT (June June 21) 21)

  • First D

Day ay of f Su Summer

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SLIDE 55

High ighlighted M d Media dia Coverage age

  • AAA Living

ng ( (May/June une)

  • We

We L Love ve Natu Nature To Tours

  • WJX

JXT (June June 21) 21)

  • First D

Day ay of f Su Summer

  • Healthy Tra

ravel ( (Sum ummer 2014) r 2014)

  • 7

7 Must usts on

  • n Amelia I

Isl sland

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SLIDE 56

High ighlighted M d Media dia Coverage age

  • AAA Living

ng ( (May/June une)

  • We

We L Love ve Natu Nature To Tours

  • WJX

JXT (June June 21) 21)

  • First D

Day ay of f Su Summer

  • Healthy Tra

ravel ( (Sum ummer 2014) r 2014)

  • 7

7 Must usts on

  • n Amelia I

Isl sland

  • Mini

nitime.com

  • m (Sum

ummer 2014) 2014)

  • 5 Deal

als f for F Florida B a Beac ach G Getaw taways ays

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SLIDE 57

High ighlighted M d Media dia Coverage age

  • AAA Living

ng ( (May/June une)

  • We

We L Love ve Natu Nature To Tours

  • WJX

JXT (June June 21) 21)

  • First D

Day ay of f Su Summer

  • Healthy Tra

ravel ( (Sum ummer 2014) r 2014)

  • 7

7 Must usts on

  • n Amelia I

Isl sland

  • Mini

nitime.com

  • m (Sum

ummer 2014) 2014)

  • 5 Deal

als f for F Florida B a Beac ach G Getaw taways ays

  • Pa

PalmBeachPos

  • st.com
  • m (Aug

ugust st 1) 1)

  • Discou
  • unted R

Room

  • oms f

for T

  • r Tailgate C

Cook

  • ok-
  • f
  • ff
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SLIDE 58

Marketing Plan 2015

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SLIDE 59
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SLIDE 60
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SLIDE 61

FY2015 OBJECTIVES

Increase Taxable Room Sales To Increase Yield Increase Taxable Room Sales To Increase Yield Manage Volume Targeting Visitors By ROI Manage Volume Targeting Visitors By ROI Build Brand Awareness In New Domestic Markets Build Brand Awareness In New Domestic Markets Incr crease I ease Inter ernati national

  • nal M

Market S ket Shar are Grow row O Off ff-peak Vi eak Visitati tation

  • n

Lev ever erag age F e Fundi ding T ng Through E

  • ugh Expanded C

nded Co-op

  • p
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SLIDE 62

FY2015 GOALS

Met etrics cs f for Success ccess Occupan upancy @ @ 68. 68.4% 4% Up p 3. 3.9% 9% Incr crease D ease Dem emand d – 462, 462,597 97 Room

  • oms Sol

s Sold U Up p 4% 4% Incr crease R ease Rev even enue e – 10% 10% ADR $211 $211.83 3 Up 5. p 5.7% 7% Incr crease R ease Rev evPar ar – Up 9% p 9% $144 $144.98 Crea eate 1 te 130 H Hospi pital tality J ty Jobs bs

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SLIDE 63

Marketing

Key Factors

  • Advertising Shift to Interactive
  • Increase Co-Op Opportunities
  • Develop Video Assets

– Maintain PR & Promotion – Expand Reach to New Markets

  • NE Corridor

Midwest Mid-Atlantic

  • Canada

Germany United Kingdom

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SLIDE 64

Expand Efforts to develop off-peak months of Nov-Feb and shoulder months of while maintaining our critical summer season.

Marketing Plan

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SLIDE 65

Develop a new evolution of the creative campaign to carry throughout all marketing efforts for consistent branding across all mediums. Create collateral materials for inquiry fulfillment that maintain the brand image and provide a venue for hoteliers, attractions and restaurants to highlight their unique products.

Marketing Plan

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SLIDE 66

Optional $487,500 from Reserves

Advertising Breakdown

$750,000.00, 43% $300,000.00, 17% $250,000.00, 15% $65,000.00, 4% $150,000.00, 9% $210,000.00, 12% Television Interactive Print Radio International Flex

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SLIDE 67

Focused on building Canada, UK and Germany Partnering with Brand USA and Visit Florida

  • Trip Advisor – targeting Canada; $1:$1
  • Discover America – in-language video/Canada
  • Exploring additional opportunities

International Market

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SLIDE 68

Visitor Journey

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SLIDE 69

Content

“Regardless of whether stories are told in advertising,

  • n ameliaisland.com, on social media or any other

traditional or digital media, stories that inspire travel to Amelia Island are core to our marketing efforts. We are committed to creating, curating, and distributing compelling articles, photographs, and videos that tell the Amelia Island travel story.”

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SLIDE 70

New Web Platform

Mobile Mobile (responsive) Agile Agile (enhanced ability to promote) Friendly Friendly (guiding visitors from awareness to booking and providing value in market)

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SLIDE 71

Mobile

80% 80% of consumers with incomes

  • ver $75K have a smartphone.

70% 70% of mobile searchers result in action within an hour 100 Million 100 Million phones projected sold in the US by the end of the year 30% 30% of website visits come from mobile devices

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SLIDE 72

Targeted and Measurable

Who was was our t tar arge get?

Could be very defined

Did they ey see see it?

Clicks, opens, reach

What h happe pene ned? d?

Booking, Requesting Information, Sharing?

Wha hat w wor

  • rke

ked?

How did it complement other efforts?

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SLIDE 73

Interactive Priorities

High-ROI investments across web, mobile, and social channels Improved web platform Leverage for international initiatives, especially highly digital German market Reaching people where they are, from awareness to booking

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SLIDE 74

Events Priorities

Assist with the growth and development of special events on the Island in order to create new and increase overnight visitation, support overall economic impact, and add value to visitors’ stay that supports overall tourism for Amelia Island.

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SLIDE 75

Ongoing Events

  • Continue supporting and working with ongoing

Amelia Island events

  • Communicate AITDC services to event organizers
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SLIDE 76

Event Development

Work with stakeholders to research, brainstorm, and create plans for new events that will boost business during critical need periods. These events could be brought in or produced by AITDC. Categories under consideration include:

  • Health and Wellness
  • Culinary
  • Arts and Culture
  • Nature
  • History
  • Internationally-focused
  • Snowbird-focused
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SLIDE 77

Travel Trade

GOAL: Utilize travel trade opportunities to generate business and leisure travel bookings.

  • Maximize site visits to showcase the destination
  • Positively represent Amelia Island at key

conference and trade shows

  • Targeted focus on Washington, New York,

Chicago, and Atlanta markets

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SLIDE 78

FY2013/ 2013/2014 014 R Rec ecap

  • Medi

dia I Impr pression

  • ns
  • 364 M

364 Million

  • Ta

Target f for

  • r F

FY2014/ 2014/201 015 5 – inc ncrease t to

  • 382

382 Million n (5. 5.0% 0% )

  • Cons
  • nsum

umer Pr Prom

  • mot
  • tion
  • ns
  • 15

15 pr prom

  • mot
  • tion
  • ns, $303,

$303,625 25 m medi dia v value

  • Ta

Target f for

  • r F

FY2014/ 2014/201 015 5 – inc ncrease t to

  • $334,

$334,00 000 (10. 10.0% )

  • Tra

ravel W Wri riters s

  • Hos
  • sted 14

d 14

  • Ta

Target f for

  • r F

FY2014/ 2014/201 015 5 – increa rease t se to 20 writers ers

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SLIDE 79

FY2014/ 2014/2015 015 To Top-Lin ine S Strategie gies

  • Pa

Partner w with targeted a d air and nd dr drive de destina nations ns t to

  • increa

rease d se direct ect exposu sure t re to consumers ers

  • Expa

Expand i nd int nterna nationa nal oppor

  • pportuni

nities thr hroug ugh pa partnershi hips ps w with V h VISIT FLO LORIDA a A and nd di direct medi dia c cont

  • ntact
  • De

Develop r rela lationship ips with with m media ia in in th the destin tinatio tion’s e emerging markets t thr hroug

  • ugh ong
  • ngoi
  • ing

pe person

  • nal c

com

  • mmuni

nication

  • Leverage

age A Amelia I a Island’s uni unique que hi history and nd one

  • ne-
  • f
  • f-a-ki

kind nd of

  • ffering

ngs t to

  • inc

ncrease m medi dia e expos xposur ure and nd consumer i er intere erest st

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SLIDE 80

Old Business

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SLIDE 81

Winners

Professional

Nature & Overall Ed Morris

Amateur

Nature & Overall Sean Kelly

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SLIDE 82

New Business

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SLIDE 83

Ame meli lia I Isl sland and

Ph Photo C Con

  • ntest Wi

Winn nners

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SLIDE 84

Public Comment

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SLIDE 85

TDC B Boar ard P d Present ntat ation