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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


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SLIDE 1

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.

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SLIDE 2

Thank You

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SLIDE 3

FINANCIALS

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SLIDE 4

FY2015 YTD Taxable Revenue

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SLIDE 5

FY2015 YTD Taxable Revenue

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SLIDE 6

FY2015 YTD Budget

Description FY 2015 Budget FY Actual Variance INCOME $5,712,500 $5,223,190 $489,310 EXPENSES Cost of Collections $130,500 $115,821 $14,679 TDC Admin. 15% $632,925 $561,730 $71,195 Marketing - 65% $3,829,346 $2,569,658 $1,259,688 Travel Trade - 10% $621,950 $303,957 $317,993 Beach Improv. 10%** $496,950 $95,482 $401,469

  • EXP. TOTAL

$5,581,171 $3,530,827 $2,050,344 NET $829 $1,576,543 $1,576,543

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SLIDE 7

EVENTS

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SLIDE 8
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SLIDE 9

Our Mission

  • Bring world-class

chamber music to diverse audiences in Nassau County

  • Educate audiences

about works performed and mentor aspiring young musicians by distinguished visiting artists

  • Strengthen local

economy by attracting Festival patrons from nearby Florida counties, southeast Georgia and beyond

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SLIDE 10

Our History

  • Founded by Christopher

Rex in 2001, making 2016

  • ur 15th Anniversary

Season

  • Initial sponsorship by First

National Bank (now CBC National Bank)

  • Strong volunteer/donor

support from outset

  • Small professional staff

added as Festival expanded

  • Intimate venues including

churches and historic Nassau County Courthouse

  • Festival always been a

true community effort

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SLIDE 11

Strong Base of Sponsorships

  • CBC National Bank
  • Rayonier Advanced Materials Foundation (supports 3

free concerts)

  • Florida Public Utilities
  • RockTenn
  • Ritz-Carlton Amelia Island
  • Omni Hotels & Resorts
  • Florida Division of Cultural Affairs
  • WJCT
  • Keyboard Connection (provides Yamaha grand piano)
  • Amelia Island Tourist Development Council
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SLIDE 12

Economic Impact

  • 56% of attendees at last

year’s Joshua Bell concert from outside Amelia Island

  • Festival publicity

encompasses major northern and central Florida cities and selected markets in Georgia and South Carolina

  • Estimated 30-35,000

attendees since 2001

  • Selected as one of Southeast

Tourism Society’s Top 20 Events for May

  • 50% ticket price discount for

visitors staying at Amelia Island accommodation

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SLIDE 13

Superstar Concert

  • The AICMF will present an

international superstar with the celebrity and appeal of Joshua Bell at the opening concert on January 14, 2016.

  • The artist’s first-ever

appearance in northeastern Florida

  • Scheduled for First Baptist

Church with seating capacity of

  • approx. 1,000
  • Regional marketing and

publicity effort starts Sept. 8

  • Sell-out audience expected with

many attendees from outside Amelia Island

  • Sponsored in part by CBC

National Bank

  • Solidifies our position as
  • ne of the nation’s

preeminent classical music festivals

  • The AITDC’s support will

ensure our ability to present an internationally renowned superstar each year

  • This will establish a new

paradigm that will raise our already high artistic level to even greater heights

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SLIDE 14

Dover Quartet

  • Internationally acclaimed

ensemble appointed Quartet-in-Residence

  • Other residencies

include Curtis Institute of Music and Northwestern University

  • One of last season’s

most well-received concerts

  • Scheduled for two

performances during 2016 season

  • Master classes for

promising music students

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SLIDE 15

Preliminary 2016 Schedule

13-15 Winter/Spring Concerts

  • International Superstar - January 14
  • Anne Akiko Meyers - January 31
  • American String Quartet - February 14
  • Dover String Quartet - February 19
  • Dover String Quartet Master Class - February 20
  • Christiania Trio - April 10
  • Chee-Yun, Andres Diaz and Wendy Chen - April 15
  • Zuill Bailey - May 2
  • Dover Quartet - May 8
  • Still rounding out remaining schedule
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SLIDE 16

Sponsorship

  • AITDC will enter into a three year, $52,500 sponsorship

investment to be used for the enhancement of the “Superstar Series” event; said enhancement shall include procuring top name entertainment and/or assistance with additional activities and events, as may be deemed appropriate by

  • AITDC. The sponsorship will be paid as follows. 2016 -

$25,000; 2017 - $17,500; 2018 - $10,000. After 2018, the event is to be self-sustaining using revenues generated from previous years.

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SLIDE 17

AITDC PROPOSAL

  • 1(c) - These tickets will be available

until 10 days prior to the concert

  • date. (Student/Teacher/Parent

Complimentary Ticket Program)

  • 1(d) - This is based upon seating

capacity of 1000 seats or more; available tickets will be 20% of the seating capacity in venues having less than 1000 seats.

  • 2(c) - AITDC will assist AICMF with

additional support for marketing promotions and public relations up to a value of $5,000 in year one, $3,500 in year two, and $2,000 in year three.

  • 1(c) - Upon request by the

AITDC, AICMF will provide ten (10) complimentary tickets throughout the year to any

  • ther performances to which

admission is charged.

  • 1(d) - The AICMF will provide

200 half price tickets for use by lodging establishments

  • ffering AICMF package deals.
  • 2(c) - Through its normal

marketing operations, AITDC will assist with additional support for marketing promotions and public relations for the AICMF.

AICMF MODIFICATION

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SLIDE 18
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SLIDE 19
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SLIDE 20
  • Umbrella promotion
  • Holiday Lighting
  • Home Tour
  • Cookie Tour
  • Dickens on Centre
  • Event coordination
  • Advertising plan
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SLIDE 21

We Decorate Holiday Lighting

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SLIDE 22

We Decorate

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SLIDE 23

We Decorate

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SLIDE 24

We Decorate

  • Proposal includes Front - 8th Streets
  • Includes:
  • Trees, building, electric, installation, takedown, & storage
  • Electrical cost
  • Existing city lights
  • Discounted pricing for future years
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SLIDE 25

We Decorate Preview 8:00 pm Welcome Center

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SLIDE 26
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SLIDE 27
  • Transform into 19th century Victorian Christmas, with

historic decor, characters, entertainment & vendors

  • Event production:
  • Master plan, schedule, site layout
  • Period decor
  • Vendor program
  • Event setup, production, equipment
  • Entertainment & activities

December 4-13

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SLIDE 28
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SLIDE 29

Vendors

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SLIDE 30

Dickens Characters

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SLIDE 31

Entertainers

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SLIDE 32

Photo Ops

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SLIDE 33
  • Budget estimate, $200,000
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SLIDE 34

MARKETING

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SLIDE 35

METRICS

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SLIDE 36

June 2015 STR

  • Figures represent Amelia Island, not Nassau County

Change

Occupancy 82.9% 5.5% ADR $239.50 5.8% RevPar $198.60 11.6% Demand 46,148 5.5% Revenue $11,052,256 11.6%

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SLIDE 37

July 2015 STR

  • Figures represent Amelia Island, not Nassau County

Change

Occupancy 86.3% 3.6% ADR $242.13 6.9% RevPar $208.92 10.8% Demand 49,618 3.6% Revenue $12,013,804 10.8%

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SLIDE 38

Occupancy YTD

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SLIDE 39

ADR YTD

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SLIDE 40

RevPar YTD

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SLIDE 41

Comp Set YTD

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SLIDE 42

Visitor Profile, Q2 2015

  • First visit visitors - 54.9%
  • Internet most helpful channel - 86%
  • Satisfaction rate - 97.1%

H/M/C/C Visitor Statistics *

CY Annual 2013 CY Annual 2014 % D ‘13/‘14 Q2 2014 Q2 2015 % D ‘14/‘15 Visitors (#) 519,400 574,400 +10.6 153,400 162,500 +5.9 Direct Expenditures ($) $334,634,900 $391,386,800 +17.0 $111,675,200 $119,925,000 +7.4 Total Economic Impact ($) $440,279,200 $514,947,500 +17.0 $146,931,000 $157,785,300 +7.4

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SLIDE 43

5 Year Q2 Visitor Expenditures

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SLIDE 44
  • FFCG co-op
  • Morning Drive w/ Matt Ginnella – 6-

min segment

  • :60 w/ 50% SOV
  • Geo-targeted digital program
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SLIDE 45

Advertising

  • Co-ops in regional lifestyles
  • FL/GA
  • Holiday
  • 2016 FY planning
  • 75+ proposals from RFP
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SLIDE 46

Objectives of Campaign:

  • Brand awareness
  • Engagement
  • Conversions

quality of audience > quantity of viewers Timing/Seasonality:

  • Weighted in Q1 & Q2 to prepare for spring/summer
  • Targeted for shoulder and off-peak

FY2016 Advertising

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SLIDE 47

FY2016 Placement Budget

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SLIDE 48

Creative Agency Review

  • Current campaign
  • Sneak peek at

VFGC, Monday 3pm

  • Future direction

decisions

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SLIDE 49

Looking Forward

  • Finalize advertising plans and partner co-op program
  • Draft marketing plan
  • Update annual collateral materials
  • Visitor Guide
  • Map - NEW!
  • Value Card
  • Restaurant Week 2016
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SLIDE 50

DIGITAL

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SLIDE 51

Approach

Our travelers are online. We reach them through the funnel. We listen. We measure what’s working, adapt, and share what we learn.

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SLIDE 52

Ameliaisland.com Q1 and Q2

  • 68% increase in visitors
  • 267% increase in requests

for information (12,804 vs 3,485)

  • 2,000+ phone calls to

accommodations between May and July.

  • Mobile use up by 1,812%.

Mobile represented 49% of all site traffic year to date

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SLIDE 53

Ameliaisland.com Q1 and Q2

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SLIDE 54

Ameliaisland.com Q1 and Q2

Huge growth in

  • pportunity

markets such as New York (184% increase), Illinois (239%) and Massachusetts (162%)

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SLIDE 55

Feedback Loop

Research Social Media TripAdvisor Website Welcome Center Community Stakeholders

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SLIDE 56

Welcome Center → Blog & Social

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SLIDE 57

Email → Island-Wide Promotion

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SLIDE 58

Community ↔Cross-Platform

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SLIDE 59

Community ↔ Cross-Platform

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SLIDE 60

Community ↔ Cross-Platform

Facebook + Twitter + Periscope + Instagram + YouTube = reach over 65,000 people globally

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So Far...

  • Growing & optimizing web and social

platforms

  • Developing feedback loop
  • Integrating of TripAdvisor
  • Streamlining media planning
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SLIDE 62

What’s Next?

  • Blog and calendar integration
  • Travel guides and itineraries
  • Automated campaigns to re-engage

site visitors and stay top-of-mind

  • Continously test, measure and
  • ptimize
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SLIDE 63

Media plan funnel

Extend reach, grow awareness in fly markets Enhance consideration; intercept competition

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SLIDE 64

Visitor Guide Survey

  • Email sent 7/20/2015
  • 10,000 subscribers
  • > 22% response rate
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SLIDE 65

Visitation

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SLIDE 66

Guide usage in destination

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SLIDE 67

Takeaways

  • Big 3 needs
  • Itineraries & things to do
  • More “real” photos
  • Improved map
  • Local spotlights
  • Implications
  • Content strategy
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SLIDE 68

TripAdvisor review integration

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SLIDE 69

TripAdvisor content update

  • DMO hub to feature

travel guides

  • Fully programmable
  • International Phase 2
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SLIDE 70

JackRabbit search pilot

  • MetaSearch test

campaign

  • Precursor to co-op
  • Proven ROI
  • Complementary to

existing programs

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SLIDE 71
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SLIDE 72

Island Press Visits

  • Southbound Magazine
  • Family-Friendly Amelia

Island

  • 68,280 circulation
  • August 13-16
  • Atlanta Magazine
  • Islands issue
  • 70,133 circulation
  • August 21-23
  • Nashville Parent
  • 37,604 circulation
  • September
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SLIDE 73

Promotions

  • WJMK Radio
  • Chicago market
  • Omni Amelia Island Plantation Resort
  • August 29 – September 4
  • Ready2Fish
  • National audience
  • Fall 2016
  • Partnership with South Bend, Maurice

Sporting Goods and Ready2Fish

  • Includes print media, online, social media,

retail displays in select Walmart stores and broadcast

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SLIDE 74

Toronto Media Mission

  • Toronto Media Luncheon and Dinner
  • September 29-30
  • Toca at The Ritz-Carlton, Toronto
  • Private lunch and dinner event for

Toronto-area media

  • Top media include:

Toronto Sun Toronto Star Globe & Mail Canada.com Canadian Living Travelife Travelweek Today’s Parent Today’s Bride Dreamscapes DINE Magazine National Post Style at Home Canadian World Traveler Xtra Canadian Gardening

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SLIDE 75

Highlighted Media Coverage

  • News4Jax (June & July)
  • TV Coverage included best

spas, Independence Day Weekend and Weekend Getaways

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SLIDE 76

Highlighted Media Coverage

  • News4Jax (June & July)
  • TV Coverage included best

spas, Independence Day Weekend and Weekend Getaways

  • Florida Sun (July/August)
  • Amelia Island
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SLIDE 77

Highlighted Media Coverage

  • News4Jax (June & July)
  • TV Coverage included best

spas, Independence Day Weekend and Weekend Getaways

  • Florida Sun (July/August)
  • Amelia Island
  • Orange Appeal (July/August)
  • Florida’s First Coast at its

Finest

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SLIDE 78

Highlighted Media Coverage

  • News4Jax (June & July)
  • TV Coverage included best

spas, Independence Day Weekend and Weekend Getaways

  • Florida Sun (July/August)
  • Amelia Island
  • Orange Appeal (July/August)
  • Florida’s First Coast at its

Finest

  • Nightwire Magazine (August)
  • Amelia Island, Florida
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SLIDE 79

Highlighted Media Coverage

  • News4Jax (June & July)
  • TV Coverage included best

spas, Independence Day Weekend and Weekend Getaways

  • Florida Sun (July/August)
  • Amelia Island
  • Orange Appeal (July/August)
  • Florida’s First Coast at its

Finest

  • Nightwire Magazine (August)
  • Amelia Island, Florida
  • Southern Boating (August)
  • Charming Amelia Island
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SLIDE 80

OLD BUSINESS

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SLIDE 81

Final FY2016 Budget

Description FY 2016 Budget Tourist Dev. Funds $4,567,500 Reserve/Carryforward $750,000 Cost of Collection $137,025 Net Tourist Dev. Funds $5,180,475 TDC Admin $664,571 Marketing $3,379,809 Travel Trade $693,000 Beach Improv $433,095

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SLIDE 82

Overall Goals: Increase overnight visitation to Amelia Island

  • Build awareness in emerging markets
  • Shift paid media investments into higher risk, higher

growth markets

  • Drive conversions for overnight visitation
  • expanded LOS /spend, increase economic impact
  • Expand repeat visitation
  • Build content, boost earned media

Marketing Plan

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SLIDE 83

Established market:

  • Atlanta, GA

Emerging markets:

  • New York metro
  • Boston
  • Washington D.C. metro
  • Chicago
  • Charlotte
  • Nashville

Target Geo Markets

International markets:

  • Canada
  • UK
  • Germany
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SLIDE 84

Final FY2016 Budget

Description FY 2016 Budget Tourist Dev. Funds $4,567,500 Reserve/Carryforward $750,000 Cost of Collection $137,025 Net Tourist Dev. Funds $5,180,475 TDC Admin $664,571 Marketing $3,379,809 Travel Trade $693,000 Beach Improv $433,095

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SLIDE 85

Beach Renourishment

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SLIDE 86

Leave No Trace

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NEW BUSINESS

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SLIDE 89
  • Adults, ages 35-64
  • Generally female decision maker
  • $125,000+ household income
  • Couples, Empty-Nesters, Families
  • Travel enthusiasts
  • Experiential traveler

Target Audience Demographics

Established Markets: Mature Couples Growth Markets: Affluent families Young professionals (Gen X & Y)

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SLIDE 90
  • Nature-based/Eco tourism
  • Golf
  • Weddings
  • Experiential Travelers
  • Light adventure board
  • Health and wellness
  • Gender based
  • Leisure groups
  • Meetings/Groups

Niche Markets

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SLIDE 91

FY 2016 Advertising Placement Budget

Medium % of Budget Budget Allocation Print 26% $582,961.34 Digital 35% $784,755.65 Radio 3% $67,264.77 Television 23% $515,696.57 International 6% $134,529.54 Outside 5% $112,107.95 Other 2% $44,843.18 TOTAL 100% $2,242,159