TDC Board Presentation March 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 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 overnment 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 owners, suppliers, or others.
Flo Flora Sw Swanson Thanks for Your Service
Shr Shrimp F Festi stival
Cumberlan and Isl Islan and F Ferry
Financials
March FY2014 YTD Budget FY 2014 Budget FY2014 Budget Description Budget YTD Actual YTD Budget Variance Available $4,632,870 $2,681,253 $2,309,391 $371,862 $1,951,617 NET INCOME EXPENSES $505,758 $213,015 $157,236 $55,779 $292,743 TDC Admin. 15% $3,157,018 $1,066,312 $1,633,894 ($567,582) $2,090,706 Marketing - 65% $632,922 $164,980 $338,325 ($173,345) $467,942 Travel Trade - 10% $337,172 $80,349 $102,968 ($22,619) $256,823 Beach Improv. 10%** EXP. TOTAL $4,632,870 $1,524,656 $2,232,423 ($707,767) $3,108,214 NET $0 $1,156,597 $76,968 $1,079,629
AITDC FY2015 B UDGET FY 2015 Description Budget Tourist Dev. Funds $4,350,000 Cost of Collection $130,500 Net Tourist Dev. Funds $4,219,500 TDC Admin. 15% $632,925 Marketing - 65% $2,742,675 Travel Trade - 10% $421,950 Beach Improv-10% $421,950 $4,219,500 $0
Metrics
March STR Change Occupancy 74.1% 0.8% ADR $241.78 11.7% RevPar $179.23 12.6% Demand 42,650 5.6% Revenue $10,311,969 17.9% Figures represent Amelia Island, not Nassau County
March 2014
2014 YTD
FY2014 Trend FY2014 RevPar $200.00 $180.00 $160.00 $140.00 $120.00 $100.00 $80.00 $60.00 $40.00 $20.00 $0.00 Oct. 2013 Nov. 2013 Dec. 2013 Jan. 2014 Feb. 2014 March April 2014 May 2014 June 2014 July 2013 Aug. 2014 Sept. 2014 2014 Florida Comp Set Amelia Island
Adv Adver ertis ising
Ad Placement Interactive, $201,650, 16% Radio, $51,796, 4% Print, $527,928, 39% Television, $553,646, 41%
Lead G d Gene neration Oprah 3,826 23.3% Southern Living 3,652 22.2% VF In-State 2,126 12.9% Redbook 2,006 12.2% VF GLBT 1,679 10.2% David's Bridal 1,275 7.8% Coastal Living 1,190 7.2% AAA World 664 4.0%
Gre reat at Su Summe mmer Sal r Sale Limited Time Offer: May 1 – May10 – 100k email blast to Atlanta, Jacksonville, Orlando - Online Banner & Paid Search - TV in Primary Markets
Pro romoti tion ons & & Spe peci cial E Events
Concours d’ Elegance had a record year 100% Occupancy Island Wide 2015 Dates are set for March 13 th – 15 th
10 th Anniversary Saturday April 12 2014 Atlantic Recreation Center 6am Registration and Check In and Breakfast 1020 Participants 250 Volunteers
June 6 th Mike Hendrix July 4 th Island Vibe August 2 nd Jimmy Beats September 5 th The Decade Band October 3 rd “Surprise Artist”
Trad ade and T and Trav avel Rec ecord yea year – 23, 23,718 C 718 Consumer ers a and Indu dust stry Profess ssionals I s In at attendance. 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 of t the World’ d’s l s leadin ing g touris ism M m Markets
2014 2014 Upco coming E Even ents st Isle o 51 st 51 of Ei Eight F t Flag ags s Sh Shrimp mp F Festi stival Capt Ed t Edgar H Hanse sen
May 1 16 6 – 18 18 Segw gway ay an and Kay ayaking To Tours Char arter B Boat at an and Sai ailing Tr Trips Beach ch E Explo loration Bat at c chat ats an and B Bat at H Hikes sta tand-up pad addleboard intro c classes an and s so mu much mo more…
Cham hambe ber M Musi sic Festi stival May 8 th and 9 th Brooklyn Rider - Boys and Girls Club and Walker’s Landing May 16 th Cellobration Gala – St. Peter’s Episcopal Church May 17 th Masterworks from Vienna & Leipzig – Historic County Courthouse May 18 th Artistry of Anne & Anton – Prince of Peace Lutheran Church May 27 th Beer & G-String’s – Sliders Seaside Grill
Coll llateral General Fact Sheet Wedding Fact Sheet Sargassum
Groups a and nd thei eir “r “ret eturn o n on n inves nvestment ent” Mitchel chell G Group p Omni Amelia Island Plantation Resort Room Night Revenue - $257,649.00 Total Room Nights – 1,157 Connected the group with Communities In Schools for a cherished give-back program. 710 back-packs filled with school supplies, nonperishable food, hygiene products for the neediest students served by CIS. 34 CIS teens had an opportunity to meet with the executives and vendors and received a rare opportunity to speak with them about career development and challenges facing our young people. Giveback program resulted in a $7000.00 donation to the students and a day of memories the will be remembered for a lifetime.
Texas Ro Te Roadhou house 20 2014 An 14 Annual Con Conference th – 30 Apr pril 26 26 th 30 th th 1450 Executives and Management. Occupying The Ritz-Carlton, Amelia Island and the Omni Amelia Island Plantation Resort. Over $100,000.00 in a community give-back program… Creating a Multi-purpose field in front of the Peck Center to be enjoyed by the community including the irrigation system, pump and new sod. Working with the Barnabas Center. Soup Kitchen. Assembling bicycles for the children of our Military Families. Nassau Humane Society. YMCA Prime Time Center. Approxim Ap imately y $100,0 ,000.0 .00 in in a give ive-ba back k program
Interactive
Website - Traditional Feb-March 2014 vs. Same Time Last Year Sessi ssions Bounce Rate 157,949 38.39% +9.21% -19.98% Pageviews 505,232 -9.4% 76.52% New Visitors +2.75%
Website - Mobile Feb-March 2014 vs. Same Time Last Year Sessi ssions Bounce Rate 31,921 38.60% +31.28% -12.37% Pageviews 82,207 +27.45% 81.9% New Visitors -0.38% %
BookDirect /Jackrabbit February – March 2014
Facebook – Redesign and Booking App Page Redesign “Reserve Now” App Content Testing
Facebook – Likes, Comments, Shares User-driven Content
Facebook – Post Reach The number of people who saw posts from our page. (No paid posts or ads)
Annual Report Infographic
Photo Contest May 1 May 1 – Jul uly 31 31 ameli liais isla landphoto toconte test.c t.com Open to locals and visitors Professional and amateur divisions Nature, beach, dining, lifestyle, history/heritage, activities, cultural, and artistic categories Prizes include cash awards, digital camera, Amazon gift cards, stays at Fairbanks House and Residence Inn
Public Relations
Recent & Upcoming Press Visits • Nashville Lifestyles - 86,000 circ. - March 17-18 - Scheduled for May • Fairways - 40,000 circ. - Rescheduled - March 16-18 • Healthy Travel - 70,000 circ. - March 21-25 - Six-page feature - Added Fit & Well (20,000 circ.) - Whole Foods, groceries, major hospitals, Lifetime Fitness, YMCAS, Crossfit, more
Recent & Upcoming Press Visits • Nashville Lifestyles - 86,000 circ. - March 17-18 - Scheduled for May • Fairways - 40,000 circ. - Rescheduled - March 16-18 • Healthy Travel - 70,000 circ. - March 21-25 - Six-page feature - Added Fit & Well (20,000 circ.) - Whole Foods, groceries, major hospitals, Lifetime Fitness, YMCAS, Crossfit, more • Upcoming Writers - Observer News (45,000) – June - Buckhaven/Perimeter North Lifestyle (30,000) – June - South Florida Parenting (108,000) – Aug. 7-10
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