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
SMART_READER_LITE
LIVE PREVIEW

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


slide-1
SLIDE 1

TDC Board Presentation February 2014

slide-2
SLIDE 2

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.
slide-3
SLIDE 3

Se Senat ator Aar Aaron Be Bean an

slide-4
SLIDE 4

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
slide-5
SLIDE 5

Financials

slide-6
SLIDE 6

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

slide-7
SLIDE 7

Research

slide-8
SLIDE 8

Research

slide-9
SLIDE 9

Florida RevPar Increased 8.3%. Comp Set Leader was Jax Beach @ 13.3%

slide-10
SLIDE 10
slide-11
SLIDE 11
slide-12
SLIDE 12
slide-13
SLIDE 13
slide-14
SLIDE 14

Metrics

slide-15
SLIDE 15

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

slide-16
SLIDE 16

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

slide-17
SLIDE 17

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

slide-18
SLIDE 18

Adv Adver ertis ising

slide-19
SLIDE 19

Campaign to Maximize Amelia Island’s Reach & Awareness

slide-20
SLIDE 20

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

slide-21
SLIDE 21

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

slide-22
SLIDE 22

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

slide-23
SLIDE 23

Anim Animat ated B Banne anners

slide-24
SLIDE 24

Go Golf. lf.com e m e-Magazine zine

slide-25
SLIDE 25

Gol Golf Ge Geor

  • rgia M

March/ h/April

slide-26
SLIDE 26

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

slide-27
SLIDE 27

Pa Part rtner B Banners

Created a simple banner for Amelia Island partners to add to their websites directing users to the landing page

slide-28
SLIDE 28

Landi nding ng Pa

Page

slide-29
SLIDE 29

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
slide-30
SLIDE 30

Adv Adver ertis ising

slide-31
SLIDE 31

Ad Placement

Print, $515,149, 41% Television, $499,966, 40% Radio, $51,796, 4% Interactive, $184,650, 15%

slide-32
SLIDE 32

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

slide-33
SLIDE 33

Pro romoti tion

  • ns &

& Spe peci cial E Events

slide-34
SLIDE 34

ZO ZOOMA

273 273 Room N Nights MID ID - JANUARY

slide-35
SLIDE 35
slide-36
SLIDE 36

“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…”

slide-37
SLIDE 37

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

slide-38
SLIDE 38
slide-39
SLIDE 39

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

slide-40
SLIDE 40

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
slide-41
SLIDE 41

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

slide-42
SLIDE 42

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

slide-43
SLIDE 43
slide-44
SLIDE 44

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

slide-45
SLIDE 45

Interactive

slide-46
SLIDE 46

Website - Traditional

slide-47
SLIDE 47

Website - Mobile

slide-48
SLIDE 48

Weather.com Campaign

February 3-16 247,862 impressions 0.10% CTR Visit Florida Winter Weather Co-op

slide-49
SLIDE 49

Atlanta Mag Pre-Roll

Oct-Mar Exclusive pre-roll on all editorial videos

  • Approx. 2,000

views/month

slide-50
SLIDE 50

Florida Insider’s Guide

Digital Magazine Jan-Mar Visit Florida co-op Interactive Design Supported by: – Email Campaigns – Banners – eNewsStand distribution

slide-51
SLIDE 51

Public Relations

slide-52
SLIDE 52
slide-53
SLIDE 53

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
slide-54
SLIDE 54

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
slide-55
SLIDE 55

Promotions

  • Jacksonville Magazine
  • Restaurant Week Promotion
  • Accommodations and two dinners
  • Promoted in print, online and social media
  • January 2014
slide-56
SLIDE 56

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
slide-57
SLIDE 57

High ighlighted M d Media dia Coverage age

  • Travelife (January)
  • Falling in Love with Florida’s Amelia
slide-58
SLIDE 58

High ighlighted M d Media dia Coverage age

  • Travelife (January)
  • Falling in Love with Florida’s

Amelia

  • Houston Chronicle (January 5)
  • Going Coastal
slide-59
SLIDE 59

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

slide-60
SLIDE 60

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
slide-61
SLIDE 61

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
slide-62
SLIDE 62

Old Business

slide-63
SLIDE 63
slide-64
SLIDE 64

Clean Beaches

slide-65
SLIDE 65

New Business

slide-66
SLIDE 66

Public Comment

slide-67
SLIDE 67

TDC B Boar ard P d Present ntat ation