government in the sunshine “government in the sunshine.” …storage.cloversites.com... · 2015....
TRANSCRIPT
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GOVERNMENT IN THE SUNSHINEMembers 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 Countyand 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.
ANTITRUST STATEMENTThe 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.
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2015 APA Florida Great Places in Florida Award
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• Over $560 Million in Economic Impact• Jobs for 25% of the Nassau Workforce• $125 Million Taxable Lodging Sales• 600,000 New Customers for Local Business
A Year in Brief
Total FY2014 Total FY2015 Change
Visitation 566,600 608,700 7.43%
Spending $383,577,600 $425,786,400 11.00%
Impact $504,403,000 $560,207,300 11.06%
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Conde Nast TravelerReaders’ Choice Awards
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FINANCIALS
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FY2015 YTD Taxable Revenue
$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
$140,000,000
FY 2010 FY 2011 FY 2012 FY2013 FY2014 FY2015
$69,661,357 $72,970,966$78,088,012
$93,523,687
$112,108,878
$125,789,657
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FY2015 YTD Taxable Revenue
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
$18,000,000
October November December January February March April May June July August September
Monthly Trend
FY 2010 FY 2011 FY 2012 FY 2013 FY2014 FY2015
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FY2015 YTD BudgetDescription FY 2015 Budget FY Actual Variance
INCOME $5,712,500 $6,316,464 $603,964
EXPENSES
Cost of Collections $130,500 $148,619 $18,119
TDC Admin. 15% $632,925 $720,802 $87,877
Marketing - 65% $3,829,346 $2,985,497 ($843,849)
Travel Trade - 10% $621,950 $441,894 ($180,056)
Beach Improv. 10%** $496,950 $95,482 ($401,469)
EXP. TOTAL $5,581,171 $4,243,674 ($1,337,497)
NET $829 $1,924,171 $1,923,342
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Final FY2016 Budget
Description FY 2016
Budget
Tourist Dev. Funds $4,567,500
Reserve/Carry Forward $750,000
Cost of Collection $137,025
Net Tourist Dev. Funds $5,180,475
TDC Admin $664,571
Marketing $3,379,809
Travel Trade $693,000
Beach Improvements $443,048
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METRICS
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August 2015 STR
• Figures represent Amelia Island, not Nassau County
Change
Occupancy 72.3% 3.4%
ADR $203.56 2.8%
RevPar $147.26 6.3%
Demand 41,599 4.0%
Revenue $8,467,919 6.3%
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September 2015 STR
• Figures represent Amelia Island, not Nassau County
Change
Occupancy 67.2% 3.0%
ADR $197.86 11.9%
RevPar $132.99 15.2%
Demand 37,405 3.0%
Revenue $7,400,955 15.2%
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Occupancy YTD
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ADR YTD
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RevPar YTD
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Comp Set YTD*
*Smith Travel Research, through September 2015
0.0
50.0
100.0
150.0
200.0
250.0
Occupancy ADR RevPar
73.3
$132.91
$97.46
68.3
$128.54
$87.7574.8
$221.78
$165.92
Florida Comp Set Amelia Island
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Occupancy 70.7% up 5.1%
ADR $213.41 up 5.6%
RevPar $150.80 up 11%
Demand 478,424 up 5.0%
Revenue Over $102 million up 10.9%
Performance FY2015
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Key Performance Indicators
FY 2015 Growth FY 2016Occupancy 70.7% 2.8% 72.0%ADR $213.41 4.0% $222.44RevPAR $150.80 6.0% $160.15Demand 478,424 1.0% 487,494Revenue $102,102,152 6.0% $108,438,165
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AITDC Values
• Nourish & Protect Our Natural Assets
• High Quality Experiences
• Generate Economic Opportunity
• Sustainable Growth
• Build Respect & Trust
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MARKETING
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• Beach users were:• 42% Amelia Island residents• 32% day trippers• 28% overnight visitors
• Day trippers:• 54% Florida residents• 38% Southeast visitors• 25% Nassau County (non-AI)• 17% Duval
• Overnight visitors:• 55% Southeast visitors
Summer Research
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Print Advertising
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Cooperative Advertising
Partner co-op fair
November
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• Holiday lighting
•50%+ returned
• Online holiday event submissions
• Promotions underway
• DOC event permit
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• Partner Meeting 11/3 10am
• Site plan
• Vendor applications
Planning:
• Event schedule
• Window decorating
• Volunteer program
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Upcoming Events
Dec 4-13
Jan 2
Jan 14
Jan 22-31
Mar 10-20
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DIGITAL
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“Always in motion is our
website”
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W3 Awardameliaisland.com
Honors creative excellence on the web
Sanctioned and judged by the Academy of Interactive and Visual Arts, an invitation-only body consisting of top professionals including executives from Conde Nast, Disney, The Ellen Degeneres Show, Microsoft, MTV Networks, Polo Ralph Lauren, Sotheby's Institute of Art, Wired, Yahoo! and many others.
Silver in Website - Tourism
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The Force of Content
vs.
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Content Studio -Excavation
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Content Studio – Amelia Island in 60 seconds
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Content Studio – Family Travel with Colleen Kelly
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t
INTERNATIONAL
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Convergence:Visit FL London Takeover
Paid:
• Sponsorship
• TripAdvisor media support
• Bus shelter
Owned:
• Branded lounge
• Custom color
Earned:
• Social shares
• Positive buzz
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TripAdvisor Update
DMO Hub redesign:
• Greater CVB voice
• More engaging content
Content:
• 10 articles
• 8 collections
• 11 events
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Value-added Programs:JackRabbit MetaDirect
Investment:
• $30,000 total,
• $12,000 to-date
Results:
• 4,178 website referrals
• est. 460 room-nights
• est. $103,000 in bookings
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Digital Advertising Performance: Adara
Investment:
• $30,000 planned,
• $7,000 to-date
Results:
• 2:1 ROI
• Impressive site engagement and conversions
Vertical Destination Bookings Length/Stay
Advanced Purchase
ADR Nights Revenue (USD)
Flight JAX 32 2.6 32.8 82
Hotel Amelia Island
17 2.7 37.3 $317.38 45 $14,282.10
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Content Roadmap
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Website Development
Recently launched In development
Arts & Culture Travel Guide
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• Harris Teeter Promotion- Secured for 2016 in 220+ stores
• SE Toyota Florida v Georgia Promotion- Social media promotion
• Jacksonville Magazine- Giveaway in conjunction with Amelia
Island and St. Augustine "Best" feature
• Edible Orlando- Restaurant Week promotion
Promotions
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Toronto Media Mission
• Toronto Media Luncheon and Dinner- September 29-30- Toca at The Ritz-Carlton, Toronto- Private lunch and dinner event for 16
media guests
• Generated opportunities including:- Meeting trade attendees for Florida
Encounter on Amelia Island- Photo shoot opportunity with luxury
lifestyle Canadian magazine- Destination feature stories- Digital influencer and social media- Immediate media coverage
Toronto Media Mission
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• National Post (September 3)- Piece ran in 100+ Canadian
newspapers including national, regional and community
Highlighted Media Coverage
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• National Post (September 3)- Piece ran in 100+ Canadian
newspapers including national, regional and community
• Om Magazine (October)- UK yoga/fitness magazine
Highlighted Media Coverage
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• National Post (September 3)- Piece ran in 100+ Canadian
newspapers including national, regional and community
• Om Magazine (October)- UK yoga/fitness magazine
• WestJet Magazine (October)- Inflight magazine reaching all
WestJet passengers
Highlighted Media Coverage
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2015-16 PR Plan
• Proactively pitch national, regional and local media to generate
coverage of Amelia Island
• Increase digital presence via relationships with digital influencers
• Invite writers and visitors to discover and rediscover the destination and
experience accommodations, attractions, nature and more
• Connect promotional partners with the destination for national and
regional exposure through contests, sweepstakes, special events and
similar programs
• Expand participation in on-island events through increased media
coverage with additional support for CVB-led events
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2015-16 PR Plan
Target MarketsAtlantaNew York metroBostonWashington D.C. metroChicagoCharlotteNashvilleGeorgia – Savannah, Valdosta
Additional and EmergingTexas, Ohio, Pennsylvania, The CarolinasAny new or additional direct flight markets
International MarketsCanadaUKGermany
FloridaOrlandoGainesville/OcalaTampaJacksonville
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2015-16 PR Plan
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2015-16 PR Initiatives• Host 24 travel writers, editors, bloggers and digital influencers
on Amelia Island
• Coordinate a minimum of 13 local, regional and national
promotions including a lifestyle or brand partnership
• Coordinate an Amelia Island media event, reception or
consumer activation in New York
• Coordinate a media lunch and media mailer in Atlanta
• Provide media support and assets during VISIT FLORIDA’s
Florida Encounter on Amelia Island
• Expand Amelia Island Press Kit for 2016
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OLD BUSINESS
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Beach Renourishment
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Leave No Trace
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NEW BUSINESS
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NEW BUSINESS
Marketing Plan
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16 Ways to Use the Force
1. Listing on ameliaisland.com, site reaches over 1M people/year and has won multiple awards. 2. Submit events to the Amelia Island Calendar on ameliaisland.com3. Share your stories, photos, news to be featured on social media channels and on Amelia Island Blog4. Use Amelia Island hashtags to reach travelers and influencers around the globe #ameliaisland #loveamelia5. Cutting-edge market research on visitors, who they are, what brings them here6. Get listed in Visitors Guide, sent to 15,000 people in 2015 and distributed at Welcome Center7. Get Visitors Guides to display and give away at your business (we deliver)8. Stay ahead of the competition by developing capabilities and sharing best practices with the Social Media
Blueprint, workshop, and resources on ameliaislandtdc.com9. Display collateral materials and promote events at the spectacular Amelia Island Welcome Center (open seven
days a week, 364 days a year.)10. Pick up copies of Historic District Walking Tour, Artrageous Artwalk, and Bike Maps. Meetings brochure, Clean
Beaches Door Hanger11. Opportunity to host travel writers and be a part of press releases12. Take part in promotional programs: Value Card Free Night, Any Night, Seaside Salute 13. Use Amelia Island photos from our press room and in TDC site photo gallery14. Join VISIT FLORIDA’s popular Twitter Chats 15. Get a weekly list of brides and grooms to be interested in getting married on Amelia Island16. Train with the VISIT FLORIDA hospitality training module
See ameliaislandtdc.com
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