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.
manual is available for review. If you have any questions regarding - - PowerPoint PPT Presentation
manual is available for review. If you have any questions regarding - - PowerPoint PPT Presentation
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
Thank You
FINANCIALS
FY2015 YTD Taxable Revenue
FY2015 YTD Taxable Revenue
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
EVENTS
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
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
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
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
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
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
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
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.
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
- Umbrella promotion
- Holiday Lighting
- Home Tour
- Cookie Tour
- Dickens on Centre
- Event coordination
- Advertising plan
We Decorate Holiday Lighting
We Decorate
We Decorate
We Decorate
- Proposal includes Front - 8th Streets
- Includes:
- Trees, building, electric, installation, takedown, & storage
- Electrical cost
- Existing city lights
- Discounted pricing for future years
We Decorate Preview 8:00 pm Welcome Center
- 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
Vendors
Dickens Characters
Entertainers
Photo Ops
- Budget estimate, $200,000
MARKETING
METRICS
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%
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 $12,013,804 10.8%
Occupancy YTD
ADR YTD
RevPar YTD
Comp Set YTD
Visitor Profile, Q2 2015
- First visit visitors - 54.9%
- Internet most helpful channel - 86%
- Satisfaction rate - 97.1%
H/M/C/C Visitor Statistics *
CY Annual 2013 CY Annual 2014 % D ‘13/‘14 Q2 2014 Q2 2015 % D ‘14/‘15 Visitors (#) 519,400 574,400 +10.6 153,400 162,500 +5.9 Direct Expenditures ($) $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
5 Year Q2 Visitor Expenditures
- FFCG co-op
- Morning Drive w/ Matt Ginnella – 6-
min segment
- :60 w/ 50% SOV
- Geo-targeted digital program
Advertising
- Co-ops in regional lifestyles
- FL/GA
- Holiday
- 2016 FY planning
- 75+ proposals from RFP
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
FY2016 Placement Budget
Creative Agency Review
- Current campaign
- Sneak peek at
VFGC, Monday 3pm
- Future direction
decisions
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
DIGITAL
Approach
Our travelers are online. We reach them through the funnel. We listen. We measure what’s working, adapt, and share what we learn.
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
Ameliaisland.com Q1 and Q2
Ameliaisland.com Q1 and Q2
Huge growth in
- pportunity
markets such as New York (184% increase), Illinois (239%) and Massachusetts (162%)
Feedback Loop
Research Social Media TripAdvisor Website Welcome Center Community Stakeholders
Welcome Center → Blog & Social
Email → Island-Wide Promotion
Community ↔Cross-Platform
Community ↔ Cross-Platform
Community ↔ Cross-Platform
Facebook + Twitter + Periscope + Instagram + YouTube = reach over 65,000 people globally
So Far...
- Growing & optimizing web and social
platforms
- Developing feedback loop
- Integrating of TripAdvisor
- Streamlining media planning
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
Media plan funnel
Extend reach, grow awareness in fly markets Enhance consideration; intercept competition
Visitor Guide Survey
- Email sent 7/20/2015
- 10,000 subscribers
- > 22% response rate
Visitation
Guide usage in destination
Takeaways
- Big 3 needs
- Itineraries & things to do
- More “real” photos
- Improved map
- Local spotlights
- Implications
- Content strategy
TripAdvisor review integration
TripAdvisor content update
- DMO hub to feature
travel guides
- Fully programmable
- International Phase 2
JackRabbit search pilot
- MetaSearch test
campaign
- Precursor to co-op
- Proven ROI
- Complementary to
existing programs
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
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
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
Highlighted Media Coverage
- News4Jax (June & July)
- TV Coverage included best
spas, Independence Day Weekend and Weekend Getaways
Highlighted Media Coverage
- News4Jax (June & July)
- TV Coverage included best
spas, Independence Day Weekend and Weekend Getaways
- Florida Sun (July/August)
- Amelia Island
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
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
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
OLD BUSINESS
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
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
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
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
Beach Renourishment
Leave No Trace
NEW BUSINESS
- 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)
- Nature-based/Eco tourism
- Golf
- Weddings
- Experiential Travelers
- Light adventure board
- Health and wellness
- Gender based
- Leisure groups
- Meetings/Groups
Niche Markets
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