TDC Board Presentation February 2014
TDC Board Presentation February 2014 GOVERNM NMENT I IN T N THE - - PowerPoint PPT Presentation
TDC Board Presentation February 2014 GOVERNM NMENT I IN T N THE - - PowerPoint PPT Presentation
TDC Board Presentation February 2014 GOVERNM NMENT I IN T N THE S SUNS NSHINE Members of the Amelia Island Tourist Development Council are subject to Gov overnm nment nt i in the he Suns nshi hine ne. Open government is a
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 he Suns nshi 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 “G “Gov
- vernment i
in n the he S Sun unshi hine,” 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.
Se Senat ator Aar Aaron Be Bean an
AMELIA ISLAND TOURISM
Approximately 519,000 overnight visitors Approximately 519,000 overnight visitors Tourism businesses have a $440 million impact Tourism businesses have a $440 million impact 1 in 4 Jobs are in the tourism industry 1 in 4 Jobs are in the tourism industry Tourism Tourism-rel related r retail s sales t es taxes a es avera rage 3 e 36% of Nassa sau Count
- unty’s t
tot
- tal s
sales t tax c x col
- llections
ns Nassau County economy is twice as dependent on Nassau County economy is twice as dependent on tour
- urism a
as the he a average F Flor
- rida
da c count
- unty
Financials
January FY2014 Budget
Description FY 2014 Budget YTD Actual YTD Budget Budget Variance FY2014 Budget Available NET INCOME $4,632,870 $2,208,707 $1,987,214 $221,493 $2,424,163 EXPENSES TDC Admin. 15% $505,758 $142,134 $108,910 $33,224 $363,624 Marketing - 65% $3,157,018 $683,085 $941,296 ($258,211) $2,473,933 Travel Trade - 10% $632,922 $99,218 $150,675 ($51,457) $533,704 Beach Improv. 10%** $337,172 $80,349 $40,968 $39,381 $256,823
- EXP. TOTAL
$4,632,870 $1,004,786 $1,241,849 ($237,063) $3,628,084 NET $0 $1,203,921 $745,365 $458,556
Research
Research
Florida RevPar Increased 8.3%. Comp Set Leader was Jax Beach @ 13.3%
Metrics
January STR
Change
Occupancy 54.8% 6.7% ADR $152.86 8.9% RevPar $83.75 16.2% Demand 31,523 36.4% Revenue $4,818,590 48.6%
Figures represent Amelia Island, not Nassau County
January 2014
20 40 60 80 100 120 140 160
Occupancy ADR RevPar
68 $132.82 $90.27 48.9 $90.67 $44.84 54.8 $152.86 $83.75
Florida Comp Set Amelia Island
YTD STR
Figures represent Amelia Island, not Nassau County
Percent Change from January 2013
Occ ADR RevPAR Room Rev Room Avail Room Sold
Florida 3.8 4.8 8.8 9.2 0.4 4.2 Fort Walton Beach
- 5.8
- 0.6
- 6.3
- 4.3
2.2
- 3.7
Hilton Head
- 5.3
11.7 5.8 12.3 6.1 0.5 Daytona Beach 2.4 3.5 6.0 8.3 2.2 4.6 Brunswick 2.4 4.0 6.4 7.2 0.7 3.1 Jacksonville 2.3 4.2 6.5 9.2 2.6 4.9 St Johns County 3.6 3.8 7.5 8.4 0.8 4.4 Jacksonville Beaches 3.9 6.3 10.5 16.8 5.7 9.8 Savannah 4.9 6.7 11.9 10.7
- 1.1
3.7 Charleston 13.7 1.2 15.0 15.0 0.1 13.7 Amelia Island 6.7 8.9 16.2 48.6 27.8 36.4
Adv Adver ertis ising
Campaign to Maximize Amelia Island’s Reach & Awareness
GO GOALS ALS
- Maximize Amelia Island TDC’s investment in Golf
Channel’s Big Break – Florida to increase golf related and general tourism to Amelia Island
- Leverage Big Break – Florida brand to generate room
nights, golf rounds and other tourist activities to Amelia Island for 12 12 mon
- nths after the
he conc
- nclusion of
- f the
he Am Ameli lia a Is Islan land epis isode through April il 201 2015
Mark arketin ing Pl g Plan an
February – May FL, GA, SC, NC NY/NJ, PHI, BOS, DC, CHI, NSH, DAL, HOU Visit FL promotions Digital Display Campaign Email Marketing E-magazine Print Advertising
Digit igital al D Dis isplay ay Camp ampaig aign
Google Display
– Geo-targeted – Site targeting
GolfWeek
– Geo-targeted – Run of site & Interstitials
Retargeting
– Geo-targeted – Contextual, Behavioral, Search
Anim Animat ated B Banne anners
Go Golf. lf.com e m e-Magazine zine
Gol Golf Ge Geor
- rgia M
March/ h/April
Televis vision Ca ion Campaign ign
Chicago & Atlanta 30 second TV spots Airing on The Golf Channel During Big Break 2014 airing During Big Break 2014 repeat airing
Pa Part rtner B Banners
Created a simple banner for Amelia Island partners to add to their websites directing users to the landing page
Landi nding ng Pa
Page
CA CAMPAI AIGN GN P PERFO ERFORM RMAN ANCE CE
- Measure campaign performance per element
- Measure golf travel to Amelia Island
- Provide reporting on monthly basis
Adv Adver ertis ising
Ad Placement
Print, $515,149, 41% Television, $499,966, 40% Radio, $51,796, 4% Interactive, $184,650, 15%
Tele elevi vision n –
Running March, April, May & June in the following Markets:
– Atlanta - $255,570 – Nashville - $102,700 – Savannah - $25,023 – Charlotte - $116,673
Total $499,966
Pro romoti tion
- ns &
& Spe peci cial E Events
ZO ZOOMA
273 273 Room N Nights MID ID - JANUARY
“Best p part i t is (besi sides filling th the r restau auran ant m t most e st evenings) s), we we probably ly ser served 10 100 o
- r mo
more p peo eople t that at h had ad never jo join ined u d us for din dinner – Can an’t w wai ait f for n next y year ear” “Th The g gues ests en enjoyed R Rest estaurant W Week eek an and t that at w was as our busiest w st week i in Januar ary” “We saw e saw our sp spec ecial men menu i increase i in purchases b by 50% 50% from th m the p previous y s year” “I just w t want to t to Thank y you for p putti ting th this e event o
- n
eac each y year ear, t this s was t as the b e busi siest rest estaurant w wee eek y yet et” “Res estaurant W Wee eek w was a as a res esounding su success ss…”
Addison on Amelia Williams House Blue Heron Elizabeth Pointe Lodge Fairbanks House Amelia Rental Management Amelia South Amelia Hotel at Beach Beachside Motel
100% 100% O Occu cupanc ncy
Days Inn Hampton Inn at Beach OMNI, Amelia Island Plantation The Ritz-Carlton, Amelia Island Residence Inn Hampton Inn – Downtown Florida House Comfort Inn
2014 2014 Upcomin ing g Eve vent nts
Mar arch 8 8 Apr April 1 12 May ay 10 10 June 1 e 14 July ly12 Augus ugust 9 9 Sep eptember 13 13 Oct ctobe ber 1 11 Nov
- vembe
ber 8 8 Dec ecember 13 13
10th Anniversary Saturday April 12 2014
Atlantic Recreation Center 6am Registration and Check In and Breakfast
Events featured:
- 18, 36, 62, 100 Mile
- Family Fun Ride
- Katie Fun Run and Walk
5th Annual Amelia Island Garden Show Saturday April 19th 9am – 5pm Sunday April 20th 9am – 4pm Central Park
Growers & Nurseries from around the State Raptor Experience Picnic Bench Dining Court
Coll llateral
2014 Visitor Guide (Polywrap) 2014 Visitor Guide (Polywrap) Atlan anta M a Magaz azine – 60, 60,000 t 000 to
- Magazine S
Subs ubscribers – 2, 2,000 Be 000 Best of
- f At
Atlanta G Gift Ba Bags (March 25 25th
th)
) – 300 300 Supe uper La Lawyers R Reception
- n (
(March 14 14th
th)
– 300 300 Supe uper “D “Doc
- c’s” R
” Recept ption ( n (Jul uly 14 14th
th)
) 2014 Value Card 2014 Value Card Artrageous Art Walk Artrageous Art Walk
Trad ade and T and Trav avel
Over er 20, 20,000 000 visitors t to t the s e show No North A h Ameri rica’s Pre Premiere T Travel Sho how Attrac actin ing g a unique R Represe sentat atio ion o
- f
the World’ d’s s leadin ing t g touris ism M m Markets
Interactive
Website - Traditional
Website - Mobile
Weather.com Campaign
February 3-16 247,862 impressions 0.10% CTR Visit Florida Winter Weather Co-op
Atlanta Mag Pre-Roll
Oct-Mar Exclusive pre-roll on all editorial videos
- Approx. 2,000
views/month
Florida Insider’s Guide
Digital Magazine Jan-Mar Visit Florida co-op Interactive Design Supported by: – Email Campaigns – Banners – eNewsStand distribution
Public Relations
Recent & Upcoming Press Visits
- FabGrandma.com
- 49,700 UMV
- January 22-24
- Restaurant Week
- Included separate post for each partner
- Victoria Magazine
- 290,915 circ.
- February 10-13
- Touring Feature
- Scheduled for May/June issue
- Canadian Golf Writers
- Dave Finn, Freelance
- Peter Mumford, Fairways (40K)
- February 24-26
- Healthy Travel
- 70,000 circ.
- March 21-25
- Six-page feature
New York City Media Reception
- Fresh Flavors of Florida
- January 16 at Ritz-Carlton, Central Park
- Partnership with Visit Sarasota
- Featured two chefs from each destination
- 14 hand-selected media in attendance
- Follow-up with those unable to attend
Promotions
- Jacksonville Magazine
- Restaurant Week Promotion
- Accommodations and two dinners
- Promoted in print, online and social media
- January 2014
Restaurant Week TV Coverage
- WJXT Channel 4
- January 16
- Cooking Demonstration
- Chef Adam, Merge
- Two Segments
- First Coast News
- January 16
- Interview Segment
- George Stewart, Sliders
- Chef Thomas, Ritz-Carlton
High ighlighted M d Media dia Coverage age
- Travelife (January)
- Falling in Love with Florida’s Amelia
High ighlighted M d Media dia Coverage age
- Travelife (January)
- Falling in Love with Florida’s
Amelia
- Houston Chronicle (January 5)
- Going Coastal
High ighlighted M d Media dia Coverage age
- Travelife (January)
- Falling in Love with Florida’s Amelia
- Houston Chronicle (January 5)
- Going Coastal
- Parade.com (January 8)
- Discover Amelia Island: Florida’s
Little Jewel in the Atlantic
High ighlighted M d Media dia Coverage age
- Travelife (January)
- Falling in Love with Florida’s Amelia
- Houston Chronicle (January 5)
- Going Coastal
- Parade.com (January 8)
- Discover Amelia Island: Florida’s
Little Jewel in the Atlantic
- Jacksonville (February)
- Farm Fresh
High ighlighted M d Media dia Coverage age
- Travelife (January)
- Falling in Love with Florida’s Amelia
- Houston Chronicle (January 5)
- Going Coastal
- Parade.com (January 8)
- Discover Amelia Island: Florida’s
Little Jewel in the Atlantic
- Jacksonville (February)
- Farm Fresh
- CNN.com (February 10)
- 10 of America’s Most Romantic Towns
Old Business
Clean Beaches
New Business
Public Comment
TDC B Boar ard P d Present ntat ation