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Disclaimer:

This presentation is intended for educational

purposes of our community stakeholders. We are

a 501 (c) (3) organization.

Certain images are used for parody.

Welcome

Our Purpose

AITDC Values

• Nourish Our Beaches

• High Quality Experiences

• Generate economic opportunity

• Sustainable Growth

• Build Respect & Trust

The Dark Side

• Stress the Environment

• Public Safety Issues

• Traffic

• Negative ROI

• Boom or Bust

• Over $500 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

• 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

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

Conde Nast Traveler

Readers’ Choice Awards

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 $433,095

Key Performance Indicators

FY 2015 Growth FY 2016

Occupancy 70.7% 2.8% 72.0%

ADR $213.41 4.0% $222.44

RevPAR $150.80 6.0% $160.15

Demand 478,424 1.0% 487,494

Revenue $102,102,152 6.0% $108,438,165

Paid Media

Research

Data-driven Decisions:

• Google Analytics

• Visitor Guide survey

• Welcome Center Questionnaire

• Beach Users

• Event Evaluations

• Visitor Profile

Our Visitors

49.3 Years Old

Avg. Length of Stay 4.7 Days

54.3% First Time Visitors

84.4% Plan to Return

97.6% Would Recommend

Objectives of Campaign:

• Brand Awareness

• Engagement

• Conversions

Timing:

• Targeted for shoulder and off-peak

• Weighted in Q1 & Q2

FY2016 Advertising

FY2016 Placement Budget

$2,242,159

Geographic:

• Regional

• Emerging

• International

Demographic:

• Adults, ages 35-64

• $125,000+ Household Income

• Female Decision Maker

Targeting

Volume vs. Growth

Cooperative Advertising

Packets available today,

due 12/31

Co-op Fair in November

Collateral:

• Visitor Guide

• Value Card

• Artrageous Artwalk

Upcoming Programs

Promotions:

• Free Night, Any Night

• Harris Teeter

• TaxSlayer Bowl

Events:

Dec 4-13 Jan 22-31 Mar

10-20

Details:

• December 4-13

• Victorian holiday village

• Info session 11/3 10am

Get involved:

• Submit Your Events Online

• Vendors

• Volunteers

Paid Media:

Integrated Advertising Funnel

Owned Media

Feedback Loop

Content Roadmap

● Purpose: promote overnight

visitation during historically

low-occupancy season

● Content: major events, photo

and lodging specials

● Analytics:

○ 9,381 visits to-date*

○ 80% new visitors

○ Low bounce rates: Adara

(47%), organic search

(10%)

○ largest representation

35-54

○ Mobile/desktop 50/50

AmeliaIslandChristmas.com

Digital Approach

Our travelers are online. We

reach them through the funnel.

We listen. We measure what’s

working, adapt, and share what

we learn.

The Force of Content

vs.

“Always in

Motion is Our

Website”

AmeliaIsland.com

• 1M+ visitors,

67% increase

• Mobile use up

by 63%.

• Mobile = 47%

of all site

traffic

• Hitting target

geographies

worldwide

Welcome Center

17,866

visitors

from 30

states

and 17

countries

Ewok Mom with Big Daddy

3 mins

Something about feeling the sand between your toes.

#loveamelia #ameliaisland #beach #forceforgood #vacay

Social Media & Convergence

Periscope

Twitter

Instagram

Social Promotion

Faraway Visitors

●German-speaking

Europe & United

Kingdom

●=the perfect

product

Earned Media

Public Relations Highlights

• First UK/Ireland Media Mission with VISIT

FLORIDA

• Hosted first Amelia Island Canadian Media Mission

• Participated in 12 consumer promotions

• Deskside meetings with writers in New York,

Chicago, DC, Orlando and Jacksonville

• Hosted 22 travel writers, bloggers and influencers

including consumer, trade and international

2015-2016 PR Plan

• Proactively pitch national, regional and local media

• Increase digital presence through relationships with

influencers

• 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

2015-2016

Public Relations Plan

How to Get Involved

Host travel writers

How to Get Involved

Host brand ambassadors

How to Get Involved

Host digital influencers

How to Get Involved

Participate in promotions

How to Get Involved

Participate in media missions and receptions

How to Get Involved

Respond to requests and leads

How to Get Involved

Send us your images

How to Get Involved

Send us your news

How to Get Involved

Send us your news

Hope Sarzier

Hayworth Public Relations

hope@hayworthpr.com

(386) 677-7000

Your Arsenal

New Florida Ambassador - Pitbull

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.com

3. Share your stories, photos, news to be featured on social media channels and on Amelia Island Blog

4. Use Amelia Island hashtags to reach travelers and influencers around the globe #ameliaisland #loveamelia

5. Cutting-edge market research on visitors, who they are, what brings them here

6. Get listed in Visitors Guide, sent to 15,000 people in 2015 and distributed at Welcome Center

7. 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.com

9. 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 Hanger

11. Opportunity to host travel writers and be a part of press releases

12. 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 gallery

14. Join VISIT FLORIDA’s popular Twitter Chats

15. Get a weekly list of brides and grooms to be interested in getting married on Amelia Island

16. Train with the VISIT FLORIDA hospitality training module

See ameliaislandtdc.com