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
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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


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TDC Board Presentation March 2014

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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.
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Flo Flora Sw Swanson

Thanks for Your Service

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Shr Shrimp F Festi stival

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Cumberlan and Isl Islan and F Ferry

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Financials

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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

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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

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Metrics

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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

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March 2014

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2014 YTD

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$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

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Adv Adver ertis ising

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Ad Placement

Print, $527,928, 39% Television, $553,646, 41% Radio, $51,796, 4% Interactive, $201,650, 16%

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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%

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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
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Pro romoti tion

  • ns &

& Spe peci cial E Events

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Concours d’ Elegance had a record year 100% Occupancy Island Wide 2015 Dates are set for March 13th – 15th

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10th Anniversary Saturday April 12 2014

Atlantic Recreation Center 6am Registration and Check In and Breakfast

1020 Participants 250 Volunteers

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June 6th Mike Hendrix July 4th Island Vibe August 2nd Jimmy Beats September 5th The Decade Band October 3rd “Surprise Artist”

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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

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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

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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…

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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
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General Fact Sheet Wedding Fact Sheet Sargassum

Coll llateral

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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.

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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

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Interactive

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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

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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

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BookDirect /Jackrabbit

February – March 2014

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Facebook – Redesign and Booking App

Page Redesign “Reserve Now” App Content Testing

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Facebook – Likes, Comments, Shares

User-driven Content

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Facebook – Post Reach

The number of people who saw posts from

  • ur page. (No

paid posts or ads)

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Annual Report Infographic

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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

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Public Relations

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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

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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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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)

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Harris Teeter VIC Deals

  • Promotion Over
  • 91,000 new eVic Subscribers
  • Winner will be chosen soon
  • Special VIC Deals
  • Started March 1
  • 25 partners
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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
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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

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Highlighted Media Coverage

  • ElizabethStreet.com (March 7)
  • Savor Your Time as a Party of 2 with

these 10 Babymoon Ideas

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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

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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
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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
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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
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Old Business

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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

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Clean Beaches

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New Business

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Public Comment

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TDC B Boar ard P d Present ntat ation