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 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 ne ” manual is nment nt i in the S Suns nshi hine available for review. If you have any questions regarding “ Governm ne, ” please contact the Administrative Office. nment nt i in the S Suns nshi hine 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 owners, suppliers, or others.

Isl sland and Art A Associa iation ion

Overview JANUARY – JULY 2014

Stats: January – July 2014 General Admission General Admission 6000 1200 5000 1000 4000 800 600 3000 400 2000 200 1000 0 January February March April May June 0 2009 2010 2011 2012 2013 2014 2009 2010 2011 2012 2013 2014 33% Increase in the first 6 months of 2014 vs 2013

2014 Highlights Community Appreciation Day 250 Attended: Road Scholars program 68% from Nassau County provided 268 Room Nights 13% from Jacksonville Area 18% from Out of Area Holiday Home Tour selected as one of the Top 20 Events in the Southeast for December 2014 Camp Napoyca Shrimp Fest – Gumbo awarded “Most Delectable”

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

Financials

August FY2014 YTD Budget FY2014 FY2014 Budget Budget Description Budget YTD Actual YTD Budget Variance 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 ($1,519,437 EXP. TOTAL $4,632,870 $2,913,692 $4,433,129 ) $1,719,178 NET $0 $1,701,201 -$81,004 $1,782,205

AI AITD TDC F C FY20 2015 B 15 B UDGET ET FY 2014 Description 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

R EVISED ED FY2015 015 B B UDGET ET FY2015 Budgeted Reserve - $3,219,523 Description FY 2015 Budget FY2015 Proposed Reserve - $2,583,023 Tourist Dev. Funds $4,350,000 10% 10% 2% Reserve/Carryforward $637,500 13% Cost of Collection ($130,500) Net Tourist Dev. Funds $4,857,000 65% TDC Admin. 13% $632,925 Marketing - 65% $3,229,825 Collections Management Marketing Travel Trade - 10% $496,950 Travel Trade Beaches Beach Improv-10% $496,950

Metrics

Ame meli lia I Isl sland and Ca Calendar Y r Year 2 r 2014 014 / Q2 Visitor P or Prof ofil ile

Visi sitors a and nd Exp xpendi nditures s (He (Heads-in in-Bed eds) ∆ % Q2 2013 Q2 2014 138,500 153,400 +10.8% Visitation (#) $93,738,200 $111,675,200 +19.1% Direct Expenditures ($) $123,331,300 $146,931,000 Total Economic Impact ($) k: 1.3157

Top Origi Origins: St Stat ates States of Origin Q2 2013 Rank Q2 2014 Rank Georgia 2 1 Florida 2 1 New York/New Jersey 3 3 North Carolina 7 4 South Carolina 5 6 Tennessee 10 6 Pennsylvania 7 8 Ohio 4 8 Illinois 5 9 Massachusetts 10 -

DMA ’ s Top Origi Origin D 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

Vi Visitor tor P Profi ofile 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%

Vis isaV aVue ue

Vis isaV aVue ue

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

Occupancy July 2014 88.2 83.3 90.0 81.6 80.6 77.5 75.4 80.0 70.0 69.6 69.2 63.4 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 Brunswick Daytona St Johns Jacksonville Savannah Jacksonville Charleston Hilton Head Amelia Island Fort Walton Beach County Beaches Beach

ADR July 2014 $226.57 $250.00 $201.25 $183.93 $200.00 $156.90 $131.22$132.70 $150.00 $120.45 $113.37 $97.54 $102.55 $100.00 $50.00 $0.00

RevPAR July 2014 $177.60$188.68 $200.00 $180.00 $150.03 $160.00 $121.65 $140.00 $105.82 $120.00 $68.27 $77.31 $78.41 $83.88 $84.19 $100.00 $80.00 $60.00 $40.00 $20.00 $0.00 Jacksonville Savannah Daytona St Johns Brunswick Charleston Jacksonville Hilton Head Fort Amelia Beach County Beaches Walton Island Beach

Comp Set July 2014 $226.57 250.0 $188.68 200.0 $137.77 150.0 $105.24 $115.83 $84.20 83.3 72.7 75.1 100.0 50.0 0.0 Occupancy ADR RevPar Florida Comp Set Amelia Island

Occupancy YTD 2014 75.8 80.0 73.3 72.3 72.0 69.1 67.8 70.0 63.2 62.2 61.6 58.1 60.0 50.0 40.0 30.0 20.0 10.0 0.0 Brunswick Daytona Hilton Head Fort Walton St Johns Jacksonville Jacksonville Savannah Amelia Charleston Beach Beach County Beaches Island

ADR YTD 2014 $250.00 $215.40 $200.00 $152.46 $148.23 $151.04 $150.00 $103.01 $105.86 $111.70 $120.85 $128.15 $95.40 $100.00 $50.00 $0.00 Jacksonville Savannah Daytona Brunswick St Johns Charleston Hilton Head Jacksonville Fort Walton Amelia Beach County Beaches Beach Island

RevPAR YTD 2014 $157.86 $160.00 $140.00 $108.82 $120.00 $92.15 $96.24 $97.16 $100.00 $81.88 $74.45 $80.00 $64.88 $65.24 $65.89 $60.00 $40.00 $20.00 $0.00 Brunswick Daytona Jacksonville Savannah St Johns Hilton Head Fort Walton Charleston Jacksonville Amelia Beach County Beach Beaches Island

Comp Set 2014 YTD 250.0 $215.40 200.0 $157.86 $131.35 150.0 $124.08 $96.34 $82.97 100.0 73.4 73.3 66.9 50.0 0.0 Occupancy ADR RevPar Florida Comp Set Amelia Island

Running 12 Month RevParTrend 200 180 160 140 120 100 80 60 40 20 0 Florida Comp Set Amelia Island

FY2014 YTD Change Room Room July YTD Changes Occ ADR RevPAR Room Rev Avail 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

TDC Act ctivity U y Updat ate

Marketing

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

Projects Local Meetings Campaign Meeting Planner Event – Florida House Creative evolution o Advertising, Visitor Guide, Value Card & Artrageous brochures Special events o GA/FL, Restaurant Week, TaxSlayer Bowl

Cool Amelia 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

Georgia vs Florida Atl Gator Club promo & press release Landing page w/ contest www.flordiageorgiaweekend.com Media Plan o IMG - regional radio; pre/post-game spots in 4 games per team in Atl, WPB, Orl & Mia o Paradise - regional radio/digital in Atl, Val & Gain Interactive – weekly emails; Google display/retargeting; & social media