vcb monthly report...ponte vedra beach (32082) 22% 23% st. augustine, vilano and north beach (32084)...
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VCBReporttotheTourismDevelopmentCouncil
October15,2018
SmithTravelResearchAugust2018
Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.
Jun Jul Aug 2016 2017 2018This Year 69.6 71.9 61.5 65.3 65.7 67.9Last Year 65.5 73.8 58.1 63.9 65.3 65.7
Percent Change 6.2 -2.5 5.8 2.2 0.6 3.4
Jun Jul Aug 2016 2017 2018This Year 140.60 142.43 128.69 129.36 133.01 140.54Last Year 133.95 141.10 122.27 125.13 129.36 133.01
Percent Change 5.0 0.9 5.3 3.4 2.8 5.7
Jun Jul Aug 2016 2017 2018This Year 97.84 102.40 79.18 84.48 87.37 95.49Last Year 87.80 104.07 71.09 79.98 84.48 87.37
Percent Change 11.4 -1.6 11.4 5.6 3.4 9.3
Jun Jul Aug 2016 2017 2018This Year 182,850 188,945 187,674 2,064,019 2,134,556 2,200,730Last Year 176,670 182,621 182,621 2,027,536 2,064,019 2,134,556
Percent Change 3.5 3.5 2.8 1.8 3.4 3.1
Jun Jul Aug 2016 2017 2018This Year 127,246 135,838 115,478 1,347,919 1,402,113 1,495,186Last Year 115,799 134,694 106,177 1,295,837 1,347,919 1,402,113
Percent Change 9.9 0.8 8.8 4.0 4.0 6.6
Jun Jul Aug 2016 2017 2018This Year 17,890,344 19,347,992 14,860,720 174,368,550 186,491,736 210,140,040Last Year 15,511,389 19,005,645 12,981,925 162,154,087 174,368,550 186,491,736
Percent Change 15.3 1.8 14.5 7.5 7.0 12.7
Occupancy (%)
ADR
Running 12 Months
Running 12 Months
FY 2018
FY 2018
Demand
Revenue Running 12 Months
Running 12 MonthsFY 2018
FY 2018
Running 12 Months
Running 12 Months
RevPAR
Supply
FY 2018
FY 2018
SmithTravelResearchAugust2018
Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.
Occ % ADR
2018 2018 Occ ADR RevPARRoom Rev
Hillsborough County, FL 69.3 103.97 0.2 0.2 0.4 4.6Nassau County, FL 71.8 196.24 6.0 7.7 14.1 14.1Pinellas County, FL 65.4 131.94 3.0 2.9 6.0 6.6St Johns County, FL 61.5 128.69 5.8 5.3 11.4 14.5
Charleston, SC 74.5 134.00 -4.1 -5.6 -9.5 -4.8Jacksonville, FL 71.9 107.89 7.3 6.1 13.8 14.5Myrtle Beach, SC 78.0 166.51 9.3 1.3 10.8 11.3Orlando, FL 71.8 105.80 -0.2 6.3 6.1 8.8Sarasota-Bradenton, FL 52.7 107.35 -5.8 -5.3 -10.8 -6.4Savannah, GA 65.5 103.61 -2.8 -0.2 -3.0 0.2
Fort Walton Beach, FL 67.7 162.27 6.0 6.0 12.4 13.3Daytona Beach, FL 63.1 105.98 11.9 4.3 16.7 20.7
Zip Code 32084+ 64.2 120.76 5.0 4.1 9.3 7.4Zip Code 32080+ 65.1 129.55 10.1 6.1 16.8 19.2Zip Code 32092+ 59.0 96.75 14.3 10.2 26.0 46.6
Current Month August 2018 vs August 2017Percent Change from August 2017
BedTaxCollections
August (Net Collections) 783,857$ 14%
YTD Net Collections August 10,548,606$ 13%
YTD Collections by Area August YTDAnastasia Island and St. Augustine Beach (32080) 34% 33%Ponte Vedra Beach (32082) 22% 23%St. Augustine, Vilano and North Beach (32084) 35% 35%St. Augustine Shores/South/207 (32086) 1% 1%World Golf Village and west of I-95 (32092) 8% 7%I-95&SR 16/Palencia (32095) 0.2% 1%Other 0.4% 0.5%
WebsiteDashboard
93,532 Visitors to the Site August -4%
1,091,963 Visitors to the Site FYTD -3%
VICVisitationSeptember2018
Sept. 2018 Sept. 2017% of Total Visitors FYTD 2018 FYTD 2017 Total FY 2017
Total Visitors 623 261 1.60% 1427 987 987
Sept. 2018 Sept. 2017% of Total Visitors FYTD 2018 FYTD 2017 Total FY 2017
Total Visitors 33,455 23,513 86% 488,643 500,511 517,984
Sept. 2018 Sept. 2017% of Total Visitors FYTD 2018 FYTD 2017 Total FY 2017
Total Visitors 3,775 2,647 10% 54,139 48,056 42,712
Sept. 2018 Sept. 2017% of Total Visitors FYTD 2018 FYTD 2017 Total FY 2017
Total Visits 1,202 620 3% 11,329 10,639 10,553
Sept 2018 Sept 2017 FYTD 2018 FYTD 2017 Total FY 201739,055 27,041 555,538 572,369 572,236
Total Inquiries at Visitors Centers
SJCC –PVBD Visitor & Information Center
City of St. Augustine Downtown Visitors Center
St. Augustine Beach Visitors Center
Jacksonville Airport Visitor Information Center
DepartmentalReports
SocialMediaAugust2018
YOY ChangeFacebook
Fans added In August 1,009Total Facebook Fans 493,385 5%
Facebook Impressions 3,344,819Engagement Rate 8.9%
Reach 988,593
TwitterTwitter Followers 11,840 13%
Twitter Impressions 89,380
InstagramInstagram Followers 13,579 24%
Instagram Impressions 298,738
YouTubeViews To Date 280,833 18%
Social Media
* Changes in Facebook’s algorithm continues to impact followers, reach, impressions and engagement
CommunicationsSummary
September FYTD 17Total Impressions 326,858,601 14,115,483,897 18,715,040,769 -25%
VCB Initiated Stories 606 6,279 3,850 63%in publication or broadcasted
FYTD
SalesMeasurementSummary
SeptemberMonthly %
Actual vs Goal YTDYTD %
Actual vs GoalSolicitation Emails/Calls 191 2% 1,707 3%Total Leads Distributed 58 164% 289 2%Lead Room Nights 29,891 387% 88,068 74%
4th QuarterQuarterly %
Actual vs. Goal YTDYTD %
Actual vs. GoalWholesale Room Nights 34,791 17% 124,599 4%
**Wholesale Room Nights are reported quarterly.
EASYSEASON®2018RADIOPROMOTIONS• Completed23EasySeason2018radiopromotionsforAtlanta,Gainesville,Jacksonville,Orlando,Tampa,&
WestPalmBeachmarkets.– MediapartnersincludeBeasley,Cox,Cumulus,Dix,Entercom,iHeart,&Renda
EASYSEASON&FALL2018TVPROMOTIONS• Completedfour(4)EasySeason2018TVpromotionsforCharleston,Macon,Savannah,&Tallahassee
includinga4minute“LocalDiscoveryFlorida”TVsegmenttargetingGainesville,Tallahassee,&Valdostamarkets
• MediapartnerisSinclairBroadcastingGroup
EASYSEASONPROMOTIONSPERFORMANCE• 6,953,675impressions;$225,600promotionalvalue;$1,625VCBcost
VIAAIRPROMOTIONS• Completedfour(4)ViaAir promotionsfortheCharlottemarket(iHeart MediaGroupisthepartner).
Promotions
Florida’sFirstCoastofGolfAugust2018
Aug-18 Aug-17 % ChangeRooms 2,042 1,789 14%Rounds 4,805 4,208 14%
2018 YTD 2017 YTD % ChangeRooms 17,115 17,067 0%Rounds 40,270 40,157 0%
Precipitation 2018 2017 Change1.45 1.71 -0.26
Temperature (Avg High) 2018 2017 % Change88 85 2°
Aug-18 Aug-17 % Change2,887 6,358 -55%
2018 YTD 2017 YTD % Change51,561 34,827 48%
Website Traffic
CEO’sComments• Auglodgingmetricswereupacrosstheboard:Occupancy+5.8%,ADR+5.3%,
RevPAR+11.4%,Demand+8.8%andRevenue+14.5%.
• AttractionsReportthatAugustwasupslightly,+1%andYTDattendanceisup1.2%
• Salesteamproductiondrivensignificantlybylargesportsrelatedevents
• 23RadioandfourTVPromotionsfeaturingEasySeason®:lateJuly– midSept7million
impressions
• FourViaAirradiopromotionsinCharlotteduringSeptember• Workisongoingforevent(s)inMay2019tomitigatetheimpactofPLAYERS
ChampionshipmovetoMarch• Researchonproposednewcreativeisbeingreviewedandwillguidefinaldevelopment• Hispanicmarketingagencyreviewwascompletedandcontractnegotiationsare
underway