tdc board presentation - clover sitesstorage.cloversites.com... · 2014-12-12 · jacksonville...

TDC Board Presentation

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FY2015 OBJECTIVES

Increase Taxable Room Sales To Increase Yield

Manage Volume Targeting Visitors By ROI

Build Brand Awareness In New Domestic Markets

Increase International Market Share

Grow Off-peak Visitation

Leverage Funding Through Expanded Co-op

AITDC BOARD CANDIDATES

Mac Noden

Barbara Halverstadt

George Sheffield

Financials

September FY2014 YTD Budget

Description

FY 2014

Budget YTD Actual YTD Budget

Budget

Variance

FY2014 Budget

Available

NET INCOME $4,632,870 $5,576,590 $4,632,870 $943,720 -$943,720

EXPENSES

TDC Admin. 15% $505,758 $647,316 $505,758 $141,558 -$141,558

Marketing - 65% $3,157,018 $2,354,522 $3,157,018 ($802,496) $802,496

Travel Trade - 10% $632,922 $260,308 $632,922 ($372,614) $372,614

Beach Improv. 10%** $337,172 $89,982 $337,172 ($247,190) $247,190

EXP. TOTAL $4,632,870 $3,352,128 $4,632,870 ($1,280,742) $1,280,742

NET $0 $2,224,462 $0 $2,224,462 $2,224,462

Metrics

September 2014 STR

Change

Occupancy 65.3% 7.0%

ADR $176.96 0.7%

RevPar $151.01 7.7%

Demand 364,825 6.9%

Revenue $76,493,257 7.6%

Occupancy September 2014

DaytonaBeach

Brunswick Fort WaltonBeach

St JohnsCounty

Jacksonville Hilton Head JacksonvilleBeaches

Savannah AmeliaIsland

Charleston

49.9 50.6 52.0

59.2 60.3 61.2 64.3 65.3

ADR September 2014

RevPAR September 2014

Comp Set September 2014

Occupancy YTD 2014

ADR YTD 2014

$50.00

$100.00

$150.00

$200.00

$250.00

Jacksonville Savannah DaytonaBeach

Brunswick St JohnsCounty

Charleston JacksonvilleBeaches

Hilton Head Fort WaltonBeach

AmeliaIsland

$94.20 $101.71 $102.16

$112.43 $118.47 $128.11

$147.87 $149.25 $150.90

$209.67

RevPAR YTD 2014

Comp Set 2014 YTD

Occupancy ADR RevPar

$126.18

$89.39 65.6

$122.79

$80.59 72.0

$209.67

$151.01

Florida Comp Set Amelia Island

FY2014 Change

Percent Change from YTD 2013

September YTD Changes Occ ADR RevPAR

Florida 4.1 5.6 9.9 10.7 0.7 4.9

Daytona Beach 3.5 4.7 8.4 8.6 0.2 3.8

St Johns County 5.4 4.5 10.2 8.6 -1.4 3.9

Brunswick 7.5 1.7 9.4 8.9 -0.4 7.0

Fort Walton Beach 0.9 5.4 6.3 10.0 3.4 4.3

Savannah 4.1 6.3 10.7 11.1 0.3 4.5

Charleston 4.8 6.3 11.4 11.8 0.3 5.2

Jacksonville 5.9 5.4 11.6 12.7 0.9 6.9

Jax Beaches 6.5 6.1 13.0 13.0 0.0 6.5

Hilton Head 3.2 8.7 12.2 14.4 2.0 5.3

Amelia Island 6.1 6.0 12.5 18.7 5.5 12.0

Running 12 Month RevPar Trend

$20.00

$40.00

$60.00

$80.00

$100.00

$120.00

$140.00

$160.00

$180.00

$200.00

Florida Comp Set Amelia Island

TDC Activity Update

Marketing

Collateral updates

o Visitor Guide, Value Card

Marketing plan

Advertising plan

Special events

Projects

Brand USA banner ad program

September 15-October 6

Targeted Canada and UK IP’s

o Florida content

o United States content

o 2,694,209 impressions

o Average CTR .12%

Trip Advisor – Brand USA

September 1 – November 30

Canadian Weather Network

o Greater Toronto and Montreal areas

o Online, tablet app and iTV

o 1,065,000 estimated impressions

o Average CTR of .24% MTD

o Residence Inn co-op

Canadian Weather

January 12-

March 22 (10 wk)

Brown line –

downtown loop

Also in market with

radio promotion,

Chicago magazine,

and advertorial

Chicago Train Takeover

Creative evolution

o Next stage of creative campaign

o Incorporate focus group research

Vacation rental campaign extension

o Photo shoot

o New creative

Creative Evolution

Annual

Visit Florida

Travel Guide

Meetings - complete

Nature - complete

Leisure - editing

Activities - editing

Canadian in-language - editing

Hospitality employment -

conception

Videos

o Co-ops

o Southbound (fall/winter)

o Modern Luxury DC

o Nashville Lifestyles

o Collinson OOS insert - 10/5

o Golf Channel (TV and digital)

o AOL email takeover - 10/15

o Trip Advisor:

oHomepage Takeover - 10/29

oBrand USA - UK & Canada

o Canadian Weather Network

October Media

o Atlanta - photo contest winner

o Chicago

o Audubon

o Local Palate

o Met Golfer - FFCG co-op

o Trip Advisor - Homepage

takeover, 11/19

November Media

Interactive

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Expanding Our Reach

Social Highlights

Building Community

FB Engagement – Target Markets

Partnership

User-Generated Content

We Couldn’t Say It Better

GA-FL Digital Campaign

Reached 2 Million targeted

potential travelers

Generated over 11,000 visits

to landing page

60% overall conversion ratio

Average Display CPC =$0.22

Average Search CPC =$2.40

Facebook Lookalike Audience

75,000 Impressions

35,000 Reach

3,069 Clicks

4.03% CTR

3,336 Actions

$500 Spent

$0.16 CPC

$6.56 Cost Per

Thousand

New Website Is Brewing

Backed by Research

Booking Engine

From 10/1/2013- 9/30/14:

115,551 Room Night Referrals

AVERAGE of 317 Referrals/Day

Net market revenue from Book Direct: $3,688

Average Stay revenue for 12 months for each of

33 lodgings: $111,966/property

• Bid for top placement on Google HPA so the

consumer sees you first

• Rates & availability pulled from Meta ›

Direct display within search results listing

• Clicks direct consumers to your lodging

partner websites to complete the booking,

through a branded interstitial

GOOGLE

• Bid for top placement on TripAdvisor so the

consumer sees you first

• Rates & availability pulled from Meta ›

Direct display within search results listing

• Clicks direct consumers to your lodging

property websites to complete the booking,

through a branded interstitial

TRIPADVISOR

Guest Satisfaction

Booking Direct vs. Booking with an OTA

• J.D Powers reports that customers who booked via an Online

Travel Agency (OTA) were 45 points less satisfied than those

who booked directly through a hotel’s site.

• Guests who book through an online travel agency (OTA) tend to be

more price sensitive, have lower levels of satisfaction with their stay;

are less loyal to hotel brands; and tend to report more problems,

compared with guests who book through the hotel website or call the

hotel or hotel brand directly. {North America Hotel Guest Satisfaction Index Study, J.D. Powers}

Owning the Customer vs. OTA Customer - Impact

Revenue Center

(per room night)

Direct—hotel website and voice

Online Travel Agency (OTA)

ADR $260 $140

length of stay 4.07 2.56

room revenue $1,058 $358

$388 $165

fitness/spa $214 $207

recreation $34 $13

retail $50 $38

dining $152 $97

Total Room and Ancillary Revenue $1,896 $878

reservation lead time (days) 39 17.5

Repeat Stays 2X vs OTA, 7x vs Flash

Half the Direct customer

Nature Video

256- 320 players 500 visitors from 20 states, 11 countries

Are you ready for some football……

Saturday November 1st 2014

Promotions & Special Events

Amelia Island Annual Holiday Cookie Tour of Inns

Catch the spirit of the season!

Hosted by the

Amelia Island Bed and Breakfast Association

Saturday, November 22, 12 noon until 5:00 pm.

8th Annual

Amelia Island

Museum of History

Holiday Home Tour

December

5th and 6th

Collateral

2015 Visitors Guide

2015 Value Card

2015 Artrageous Art Walk

2015 Walking Tour

Travel Trade

NAJ’s RTO Summit November 17 – 18

The Florida Encounter December 3 – 5

CO-OPS

Chicago Travel Adventure Show January 17– 18

New York Times Travel Show January 23 – 25

Boston Globe Travel and Trade Show February 6 – 8

Best of Atlanta Show – March 24

Photo/Video

Photo Shoot for Nature Video

Brand USA/Amelia Island In-Language

Florida Prepaid College

Amelia Island – Zombies

Public Relations

Recent Press Visits

• Toronto Star

- 361,323 circulation

- August 25-27

• ConventionSouth

- Meeting Magazine

- September 22-24

• Where to Retire

- September 22-24

Recent Press Visits

• Bonnier Corporation

- September 26-28

- Islands

National Magazine

204,989 circulation

- Florida Travel + Life

Online

246,265 UMV

- Destination Weddings &

Honeymoons

National Magazine

100,000 circulation

Promotions

• WBBM-FM

- In conjunction with Chicago Train

Takeover

- #8 in Chicago Market

- Pop Contemporary Hits format

- $192,975 media value

• WUSN-FM

- In conjunction with Chicago Train

Takeover

- #7 in Chicago Market

- Country format

- $118,125 media value

Highlighted Media Coverage

• Florida Travel + Life (2014)

-Amelia Island Cookie Tour

• TheStar.com (September 1)

-Orlando , Plus Lovely Amelia

Island….

• BayNews9.com (September 5)

-Amelia Island Eco-Tour by Watercraft

Island….

• Palm Beach Post (September 18)

-Deals Aplenty on Amelia Island This

-Orlando , Plus Lovely Amelia Island….

• Palm Beach Post (September 18)

-Deals Aplenty on Amelia Island This Fall

• HuffingtonPost.com (October 13)

-Florida Beach Locals Want to Keep Secret

Old Business

New Business

Public Comment

TDC Board Presentation

tdc board presentation - clover sitesstorage.cloversites.com... · 2014-12-12 · jacksonville...

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