AITDC Board MeetingOctober 25, 2017

Government in the Sunshine

Members of the Amelia Island Tourist Development Council are subject to “Government in the Sunshine.” 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 “Government in the Sunshine”manual is available for review. If you have any questions regarding “Government in the Sunshine,” please contact the Administrative Office.

Conflict of Interest/Code of Conduct

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 thehigh 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.

Anti-Trust Statement

The purpose of this meeting to day 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 deliberation relating to pricing methods, allocations of territories or customers, or restraints of trade as to property owners, suppliers, or others.

Public Input

Financials

Taxable SalesFY 2017

$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

$100,000,000

$120,000,000

$140,000,000

FY 2012 FY2013 FY2014 FY2015 FY2016 FY2017

$78,088,012

$93,523,687

$112,108,878

$124,124,387

$133,440,316$135,705,610

ACTUAL BUDGET

Administration $805,729 $697,800

Marketing $3,669,405 $5,104,799

Travel Trade $395,099 $883,200

Beach $1,451,997 $1,465,200

$6,322,230

$8,152,002

$0 $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000

ACTUAL

BUDGET

Total Fiscal Year 2017

103.50

78.85

78.94

79.79

84.6

92.06

105.34

110.93

113.67

121.47

175.31

0.00 20.00 40.00 60.00 80.00 100.00 120.00 140.00 160.00 180.00 200.00

FLORIDA

DAYTONA BEACH, FL

BRUNSWICK/KINGSLAND, GA

JACKSONVILLE, FL

SAVANNAH, GA

ST JOHNS COUNTY, FL

FORT WALTON BEACH, FL

CHARLESTON, SC

HILTON HEAD/BEAUFORT, SC

JACKSONVILLE BEACHES, FL

AMELIA ISLAND

RevPAR 2017

Marketing

Traditional Co-ops

January 19-28, 2018

The Amelia Island Wellness Festival

Outlaw Triathlon

Balanced ScorecardMetric KPI PAID OWNED

Engagement • Time Spent• Shares• Comments &

Sentiment

• Native articles

• TravelSpike

• Video• Tour Now

Bookings • Hotel revenue• Airfare

• Sojern• Adara

• AI.com(JackRabbit)

Arrivals • # Physical arrivals from outside exclusion radius

• Efficiency

• Google• Events• Special

Offers

• Blog• Email• Golf

eTourism Summit San Francisco

Social + Content Studio

Social Snapshot: Facebook

• Facebook reaches 150,000+ people a week

• Atlanta, New York, Charlotte, First Coast, Orlando + ADVOCATES

• ENGAGEMENT is the goal

• Used to micro target with paid promotions

However…

• Explore feed=changes to algorithm=more challenges

• Videos still outrank other posts

• Live videos can break through

#LOVEAMELIA: Guides Association

#LOVEAMELIA: Pétanque Explainer

#LOVEAMELIA: Overall

• Mission

• Speaks to locals and visitors and potential visitors

• Enthusiasm + authenticity

• Turns viewers into advocates

#LOVEAMELIA and Engagement

Pétanque Amelia Island Open

International

Memorable Niche Events + Trusted Press Coverage

Targeting tour operators, industry insiders, and high-value publications.

VISIT USA Germany Weekend

• October 27 to 29, Hilton Frankfurt Airport

• Workshop with 15 minutes presentation time and social event

• 120+ top agents

UK: Dickens House in London• December 6th

• Private tour and dinner in wine cellar with Amelia Island presentation and possible livecast

• Venue has never been used for tourism event

• 25+ attendees from select tour operators

UK: Tour Operator Inventory

Germany: Tour Operator Workshop 12/4

• Individual sessions for lodging partners

• Open session on market landscape

• Open session for attractions

• Sonja Oestenreicher from SO Network

• Europe’s largest economy; travelers still coming to US

How to Benefit

1. Participate in workshop Dec 4th

2. Host journalists and tour operators

3. Recognize the potential economic impact

(and low environmental impact)

4. Represent at international tradeshows

5. Join Pétanque Amelia Island Open

StrategicInitiatives

Partnership Development and Management

Quarterly Meeting with Lodging/Attraction Partners

Better Two Way Communication on needs and opportunities

Collaborative Conversations for New Ways to promote Amelia Island

Strategic InitiativesCultivate Partner Relationships

Strategic InitiativesLocal Ambassador Program

Strategic InitiativesNew Ways to Promote the Island

Strategic InitiativesSponsorships

Strategic InitiativesCommunity Outreach

Fill the Pantry

Old Business

New Business

AITDC Board MeetingOctober 25, 2017