TDC Boar ard d Present esentatio ation FY20 2015 15 - - PowerPoint PPT Presentation

TDC Boar ard d Present esentatio ation

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FY20 2015 15 OBJ

BJEC ECTIVE TIVES

Increas rease Taxabl able e Room Sales To Increas rease Yield Manag age Volume me Targeting rgeting Visitors s By ROI Build ld Bran rand d Awarene reness ss In New New Domestic ic Markets ets Increas rease Internat rnational ional Market et Share re Gro row w Off-pe peak ak Visitati tation Lever verage ge Fundi ding ng Throug rough Expa pande nded d Co-op

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AI AITD TDC C BOARD CAND

NDID IDATES TES

Mac ac Nod

• den

en Bar arbara ara Hal alver verst stadt adt Ge Geor

• rge

ge Shef effield ield

Fi Financia ncials

Se September tember FY2 Y201 014 Y 4 YTD TD Bu Budget get

Description FY 2014 Budget YTD Actual YTD Budget Budget Variance FY2014 Budget Available NET INCOME $4,632,870 $5,576,590 $4,632,870 $943,720

• $943,720

EXPENSES TDC Admin. 15% $505,758 $647,316 $505,758 $141,558

• $141,558

Marketing - 65% $3,157,018 $2,354,522 $3,157,018 ($802,496) $802,496 Travel Trade - 10% $632,922 $260,308 $632,922 ($372,614) $372,614 Beach Improv. 10%** $337,172 $89,982 $337,172 ($247,190) $247,190

• EXP. TOTAL

$4,632,870 $3,352,128 $4,632,870 ($1,280,742) $1,280,742 NET $0 $2,224,462 $0 $2,224,462 $2,224,462

Me Metri trics

Se Sept ptember ember 2014 14 ST STR

Change

Occupancy 65.3% 7.0% ADR $176.96 0.7% RevPar $151.01 7.7% Demand 364,825 6.9% Revenue $76,493,257 7.6%

Occu cupanc ancy y Se September tember 20 2014 14

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0

Daytona Beach Brunswick Fort Walton Beach St Johns County Jacksonville Hilton Head Jacksonville Beaches Savannah Amelia Island Charleston

38.9 49.9 50.6 52.0 59.2 60.3 61.2 64.3 65.3 70.9

AD ADR R Se Septe tember mber 20 2014 14

Re RevPAR AR Sep eptembe ember r 20 2014 14

Comp mp Set et Sep eptembe ember r 20 2014 14

Occu cupanc ancy y YTD TD 20 2014 14

ADR R YTD TD 20 2014 14

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

$94.20 $101.71 $102.16 $112.43 $118.47 $128.11 $147.87 $149.25 $150.90 $209.67

Re RevPAR AR YTD TD 201 2014

Comp mp Set et 20 2014 14 Y YTD TD

0.0 50.0 100.0 150.0 200.0 250.0

Occupancy ADR RevPar

70.8 $126.18 $89.39 65.6 $122.79 $80.59 72.0 $209.67 $151.01

Florida Comp Set Amelia Island

FY2 Y201 014 4 Chan ange ge

Percent Change from YTD 2013 September YTD Changes Occ ADR RevPAR Room Rev Room Avail Room Sold Florida 4.1 5.6 9.9 10.7 0.7 4.9 Daytona Beach 3.5 4.7 8.4 8.6 0.2 3.8 St Johns County 5.4 4.5 10.2 8.6

• 1.4

3.9 Brunswick 7.5 1.7 9.4 8.9

• 0.4

7.0 Fort Walton Beach 0.9 5.4 6.3 10.0 3.4 4.3 Savannah 4.1 6.3 10.7 11.1 0.3 4.5 Charleston 4.8 6.3 11.4 11.8 0.3 5.2 Jacksonville 5.9 5.4 11.6 12.7 0.9 6.9 Jax Beaches 6.5 6.1 13.0 13.0 0.0 6.5 Hilton Head 3.2 8.7 12.2 14.4 2.0 5.3 Amelia Island 6.1 6.0 12.5 18.7 5.5 12.0

Ru Running ning 12 12 Mo Month Re RevPar ar Tr Trend end

$0.00 $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 $140.00 $160.00 $180.00 $200.00

Florida Comp Set Amelia Island

TDC Activit ctivity y Update ate

Mar arke keting ting

Collat llateral eral upda dates es

• Vi

Visitor

• r Guide

de, , Val alue e Car ard Mark arketin ting g pla lan Adver ertisin tising g pla lan Special ecial even ents ts

Project ects

Bran and d USA A ba banner ner ad ad program gram Sep eptember ember 15-Oct October

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• 2,694

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Sept ptember ember 1 – No November ember 30 Can anadian adian Weather eather Netw Networ

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Annual Vis isit it Fl Florid ida Travel el Guid ide

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epage ge Takeo eover er - 10/29

• Brand

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contest est wi winne ner

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p Advis visor - Homepage mepage ta takeo eover, , 11/1 1/19

No Novem vember ber Medi edia

In Inte terac activ tive

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Exp xpan anding ding Our r Rea each

So Soci cial al Hi Highlight hlights

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Bu Buildi ilding ng Comm mmunit unity

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

FB B Eng ngagement agement – Target rget Market rkets

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Partner tnership ship

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

User er-Genera Generated ed Content ntent

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

We Couldn’t Say It Better

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

GA GA-FL Digit gital al Cam ampaign aign

Reached 2 Million targeted potential travelers Generated over 11,000 visits to landing page 60% overall conversion ratio Average Display CPC =$0.22 Average Search CPC =$2.40

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Faceboo ebook Look

• kalike

alike Aud udienc ience

75,000 Impressions 35,000 Reach 3,069 Clicks 4.03% CTR 3,336 Actions $50 500 0 Sp Spent $0.16 6 CPC $6.56 Cost Per Thousand

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

New W w Web ebsi site te Is Br s Brewi wing ng

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Bac Backed ed by R Res esea earch

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Boo

• oking

ing Engine ne

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

From 10/1/2013- 9/30/14: 115,551 Room Night Referrals AVERAGE of 317 Referrals/Day Net market revenue from Book Direct: $3,688 865 Average Stay revenue for 12 months for each of 33 lodgings: $111,966/property

• Bid for top placement on Google HPA so the

consumer sees you first

• Rates & availability pulled from Meta ›

Direct display within search results listing

• Clicks direct consumers to your lodging

partner websites to complete the booking, through a branded interstitial

GOOGLE

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

• Bid for top placement on TripAdvisor so the

consumer sees you first

• Rates & availability pulled from Meta ›

Direct display within search results listing

• Clicks direct consumers to your lodging

property websites to complete the booking, through a branded interstitial

TRIPADVISOR

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Guest Satisfaction Booking Direct vs. Booking with an OTA

• J.D Powers reports that customers who booked via an Online

Travel Agency (OTA) were 45 points less satisfied than those who booked directly through a hotel’s site.

• Guests who book through an online travel agency (OTA) tend to be

more price sensitive, have lower levels of satisfaction with their stay; are less loyal to hotel brands; and tend to report more problems, compared with guests who book through the hotel website or call the hotel or hotel brand directly.

{North America Hotel Guest Satisfaction Index Study, J.D. Powers}

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Owning the Customer vs. OTA Customer - Impact

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland Revenue Center (per room night) Direct—hotel website and voice Online Travel Agency (OTA) ADR $260 $140 length of stay 4.07 2.56 room revenue $1,058 $358 $388 $165 fitness/spa $214 $207 recreation $34 $13 retail $50 $38 dining $152 $97 Total Room and Ancillary Revenue $1,896 $878 reservation lead time (days) 39 17.5 Repeat Stays 2X vs OTA, 7x vs Flash Sales Half the Direct customer

Na Natu ture re Video deo

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

256- 320 players 500 visitors from 20 states, 11 countries

Are re you u re ready ady for r some

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football……

VS VS

Saturday November 1st 2014

Promo motio tions ns & Sp Spec ecial ial Even ents

Ameli lia a Islan and Annual l Holi liday y Cookie kie Tour of Inns Catch the spirit of the season! Hosted by the Amelia Island Bed and Breakfast Association

Sat aturda rday, , Nov

• vembe

ember r 22, , 12 noon un until l 5:00 0 pm. .

8th

th Annual

ual Amelia ia Is Island d Mu Muse seum um of Histor tory y Holida day y Home Tour December ber 5th

th and 6th th

2014

Co Coll llat ater eral al

2015 Visitors Guide 2015 Value Card 2015 Artrageous Art Walk 2015 Walking Tour

Trav avel el Trad ade e

• NAJ’s RTO Summit November 17 – 18

18

• The Florida

lorida Encount

• unter

r Decembe ember r 3 – 5 CO CO-OPS OPS

• Chic

icago ago Trav avel el Adven enture ture Show w Janua anuary y 17– 18 18

• New

w York k Times es Trav avel el Show w Januar nuary y 23 – 25 25

• Boston
• n Globe
• be Trav

avel el and d Trade ade Show w Februar bruary y 6 – 8 8

• Best

t of f At Atla lanta nta Show w – March h 24 24

Photo/ to/Video Video

• Photo Shoot for Nature Video
• Brand USA/Amelia Island In-Language
• Florida Prepaid College
• Amelia Island – Zombies

Pu Publ blic ic Re Relatio tions ns

Recent Press Visits

• Toronto Star
• 361,323

3 circ rcul ulati tion

• Au

August t 25-27 27

• Conven

ention tionSou

• uth

th

• Meeti

ting g Magazine ine

• 18,200

0 circulation culation

• Septembe

tember r 22-24 24

• Where to Retire
• 204,98

989 circulation culation

• Septembe

tember r 22-24 24

Recent Press Visits

• Bonnier Corporation
• September 26-28
• Islands

National Magazine 204,989 circulation

• Florida Travel + Life

Online 246,265 UMV

• Destination Weddings &

Honeymoons National Magazine 100,000 circulation

Promotions

• WBBM-FM

FM

• In conjuncti

unction

• n with Chicago Train

n Takeov

• ver
• #8 in Chicago

go Mark rket

• Po

Pop Conte tempo porar ary y Hits format

• $192,

2,975 75 media a value

• WUSN-FM

FM

• In conjuncti

unction

• n with Chicago Train

n Takeov

• ver
• #7 in Chicago Mark

rket

• Countr

try y format

• $118,125

25 media value

Highlighted Media Coverage

• Florida

da Travel l + Life fe (2014) 4)

• Ameli

elia Islan and d Cooki kie Tour ur

Highlighted Media Coverage

• Florida

rida Trav avel el + Life e (2014) 4)

• Ameli

lia a Islan and Cookie kie Tour

• TheSt

Star ar.c .com

• m (Septembe

tember r 1)

• Orla

lando ndo , Plus us Lov

• vel

ely y Ameli lia a Island….

Highlighted Media Coverage

• Florid

rida a Trav avel el + Life e (2014) 4)

• Ameli

lia a Island and Cookie kie Tour

• TheSt

Star ar.c .com

• m (Septembe

tember r 1)

• Orla

lando ndo , Plus us Lov

• vel

ely y Ameli lia a Island….

• BayNe

News9.c ws9.com (Septembe tember 5)

• Ameli

lia a Island and Eco-Tour ur by y Wate tercraf rcraft

Highlighted Media Coverage

• Florid

rida a Trav avel el + Life e (2014) 4)

• Ameli

lia a Islan and Cookie kie Tour

• TheSt

Star ar.c .com

• m (Septembe

tember r 1)

• Orla

lando ndo , Plus us Lov

• vel

ely y Ameli lia a Island….

• BayNe

News9. ws9.co com m (September tember 5)

• Ameli

lia a Islan and Eco-Tour ur by by Wate tercraf rcraft

• Pa

Palm m Beach h Post (Septembe tember r 18)

• Deals

ls Aplenty nty on Ameli lia a Island nd This is Fall

Highlighted Media Coverage

• Florida Travel + Life (2014)
• Amelia Island Cookie Tour
• TheStar.com (September 1)
• Orlando , Plus Lovely Amelia Island….
• BayNews9.com (September 5)
• Amelia Island Eco-Tour by Watercraft
• Palm Beach Post (September 18)
• Deals Aplenty on Amelia Island This Fall
• HuffingtonPost.com (October 13)
• Florida Beach Locals Want to Keep Secret

Old ld Bu Busi siness ess

Ne New Bu Busin ines ess

Pu Publ blic ic Co Comment ent

TDC Boar ard d Present esentatio ation