TDC Board Presentation March 2014
TDC Board Presentation March 2014 GOVERNM NMENT I IN T N THE S - - PowerPoint PPT Presentation
TDC Board Presentation March 2014 GOVERNM NMENT I IN T N THE S - - PowerPoint PPT Presentation
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
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.
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
Description FY 2014 Budget YTD Actual YTD Budget Budget Variance FY2014 Budget Available
NET INCOME
$4,632,870 $2,681,253 $2,309,391 $371,862 $1,951,617
EXPENSES TDC Admin. 15%
$505,758 $213,015 $157,236 $55,779 $292,743
Marketing - 65%
$3,157,018 $1,066,312 $1,633,894 ($567,582) $2,090,706
Travel Trade - 10%
$632,922 $164,980 $338,325 ($173,345) $467,942
Beach Improv. 10%**
$337,172 $80,349 $102,968 ($22,619) $256,823
- 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 BUDGET
Description FY 2015 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
$0.00 $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 $140.00 $160.00 $180.00 $200.00
- Oct. 2013 Nov. 2013 Dec. 2013
- Jan. 2014
- Feb. 2014
March 2014 April 2014 May 2014 June 2014 July 2013
- Aug. 2014 Sept. 2014
FY2014 RevPar
Florida Comp Set Amelia Island
FY2014 Trend
Adv Adver ertis ising
Ad Placement
Print, $527,928, 39% Television, $553,646, 41% Radio, $51,796, 4% Interactive, $201,650, 16%
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
- ns &
& Spe peci cial E Events
Concours d’ Elegance had a record year 100% Occupancy Island Wide 2015 Dates are set for March 13th – 15th
10th Anniversary Saturday April 12 2014
Atlantic Recreation Center 6am Registration and Check In and Breakfast
1020 Participants 250 Volunteers
June 6th Mike Hendrix July 4th Island Vibe August 2nd Jimmy Beats September 5th The Decade Band October 3rd “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
- f t
the World’ d’s l s leadin ing g touris ism M m Markets
2014 2014 Upco coming E Even ents
51 51st
st Isle o
- f 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 8th and 9th Brooklyn Rider - Boys and Girls Club and Walker’s Landing
- May 16th Cellobration Gala – St. Peter’s Episcopal Church
- May 17th Masterworks from Vienna & Leipzig – Historic County Courthouse
- May 18th Artistry of Anne & Anton – Prince of Peace Lutheran Church
- May 27th Beer & G-String’s – Sliders Seaside Grill
General Fact Sheet Wedding Fact Sheet Sargassum
Coll llateral
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
- pportunity 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.
Te Texas Ro Roadhou house 20 2014 An 14 Annual Con Conference
Apr pril 26 26th
th – 30
30th
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.
Ap Approxim imately y $100,0 ,000.0 .00 in in a give ive-ba back k program
Interactive
Website - Traditional
Sessi ssions 157,949 +9.21% Pageviews 505,232
- 9.4%
Bounce Rate 38.39%
- 19.98%
76.52% New Visitors +2.75%
Feb-March 2014 vs. Same Time Last Year
Website - Mobile
Sessi ssions 31,921 +31.28% Pageviews 82,207 +27.45%
Bounce Rate 38.60%
- 12.37%
81.9% New Visitors
- 0.38% %
Feb-March 2014 vs. Same Time Last Year
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
- ur 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
Promotions
- WNKS-FM
- #9 station in Charlotte, contemporary hits
- Promoted on-air, online and e-blasts
- March 31 - April 25, 2014
- $147,600 media value
- Cox Radio Jacksonville
- May and August
- $29,375 media value each
- WAPE (#2 - Contemporary Hits)
WXXJ (#4 - Alternative) WOKV (#4t - News/Talk) WJGL (#6 - Classic Hits) WFYV (#10 - Rock)
Harris Teeter VIC Deals
- Promotion Over
- 91,000 new eVic Subscribers
- Winner will be chosen soon
- Special VIC Deals
- Started March 1
- 25 partners
Amelia Island Travel Journals
- Custom designed, inside and out
- For Media Mailing
- 100 luxury media
- Sent with a custom wrap
- Press visit invitation
- For Meeting Planners
Crisis Response Plan
- Detailed plan, highlights steps that
should be taken before, during and after a crisis
- Identifies Crisis Response Team as
well as key audiences
- Contact information for appropriate
municipalities, government agencies, and local accommodators
- Includes sample press materials and
fact sheets for possible emergencies
- Provides media interview guidelines
and a media phone log
Highlighted Media Coverage
- ElizabethStreet.com (March 7)
- Savor Your Time as a Party of 2 with
these 10 Babymoon Ideas
Highlighted Media Coverage
- ElizabethStreet.com (March 7)
- Savor Your Time as a Party of 2 with
these 10 Babymoon Ideas
- Yahoo.com (March 14)
- Snag a Last-Minute Deal and Save Your
Spring Break
Highlighted Media Coverage
- ElizabethStreet.com (March 7)
- Savor Your Time as a Party of 2 with
these 10 Babymoon Ideas
- Yahoo.com (March 14)
- Snag a Last-Minute Deal and Save Your
Spring Break
- Florida Times-Union (March 24)
- Bring Business to the Island
Highlighted Media Coverage
- ElizabethStreet.com (March 7)
- Savor Your Time as a Party of 2 with
these 10 Babymoon Ideas
- Yahoo.com (March 14)
- Snag a Last-Minute Deal and Save Your
Spring Break
- Florida Times-Union (March 24)
- Bring Business to the Island
- Gladys Magazine (Spring Wedding Issue)
- Over-the-Moon Honeymoon & Beyond
Highlighted Media Coverage
- ElizabethStreet.com (March 7)
- Savor Your Time as a Party of 2 with
these 10 Babymoon Ideas
- Yahoo.com (March 14)
- Snag a Last-Minute Deal and Save Your
Spring Break
- Florida Times-Union (March 24)
- Bring Business to the Island
- Gladys Magazine (Spring Wedding Issue)
- Over-the-Moon Honeymoon & Beyond
- Victoria (May/June)
- Coastal Comforts of Amelia Island
Old Business
Google Display 1,693 total clicks to date 696,000 impressions to date Retargeting 315,000 impressions 125 clicks More than 2,100 visitors to the landing page BleacherReport.com Espn.Go.com NBCsports.com CBSsports.com golflink.com tarheeltimes.com sportsgrid.com pgatour.com
Clean Beaches
New Business
Public Comment
TDC B Boar ard P d Present ntat ation