TDC Board PresentationMarch 2014

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 County and with the high degree of diligence, care and skill which reasonably prudent persons would exercise in the conduct of their own affairs. Thisrelationship 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.

Flora Swanson

Thanks for Your Service

Shrimp Festival

Cumberland Island Ferry

Financials

March FY2014 YTD Budget

DescriptionFY 2014 Budget YTD Actual YTD Budget

Budget Variance

FY2014 Budget Available

NET INCOME $4,632,870 $2,681,253 $2,309,391 $371,862 $1,951,617

EXPENSES

TDC Admin. 15% $505,758 $213,015 $157,236 $55,779 $292,743Marketing - 65% $3,157,018 $1,066,312 $1,633,894 ($567,582) $2,090,706Travel Trade - 10% $632,922 $164,980 $338,325 ($173,345) $467,942Beach Improv. 10%** $337,172 $80,349 $102,968 ($22,619) $256,823

EXP. TOTAL $4,632,870 $1,524,656 $2,232,423 ($707,767) $3,108,214

NET $0 $1,156,597 $76,968 $1,079,629

AITDC FY2015 BUDGET

DescriptionFY 2015Budget

Tourist Dev. Funds $4,350,000

Cost of Collection $130,500

Net Tourist Dev. Funds $4,219,500

TDC Admin. 15% $632,925

Marketing - 65% $2,742,675

Travel Trade - 10% $421,950

Beach Improv-10% $421,950

$4,219,500

$0

Metrics

March STR

Change

Occupancy 74.1% 0.8%

ADR $241.78 11.7%

RevPar $179.23 12.6%

Demand 42,650 5.6%

Revenue $10,311,969 17.9%

Figures represent Amelia Island,not Nassau County

March 2014

2014 YTD

$0.00

$20.00

$40.00

$60.00

$80.00

$100.00

$120.00

$140.00

$160.00

$180.00

$200.00

Oct. 2013 Nov. 2013 Dec. 2013 Jan. 2014 Feb. 2014 March2014

April 2014 May 2014 June 2014 July 2013 Aug. 2014 Sept. 2014

FY2014 RevPar

Florida Comp Set Amelia Island

FY2014 Trend

Advertising

Ad Placement

Print, $527,928, 39%

Television,$553,646, 41%

Radio, $51,796, 4%

Interactive, $201,650, 16%

Lead GenerationOprah 3,826 23.3%Southern Living 3,652 22.2%VF In-State 2,126 12.9%Redbook 2,006 12.2%VF GLBT 1,679 10.2%David's Bridal 1,275 7.8%Coastal Living 1,190 7.2%AAA World 664 4.0%

Great Summer Sale

Limited Time Offer: May 1 – May10– 100k email blast to Atlanta, Jacksonville, Orlando- Online Banner & Paid Search- TV in Primary Markets

Promotions &Special Events

Concours d’ Elegance had a record year100% Occupancy Island Wide

2015 Dates are set for March 13th – 15th

10th Anniversary Saturday April 12 2014

Atlantic Recreation Center6am Registration and Check In and Breakfast

1020 Participants 250 Volunteers

June 6th Mike HendrixJuly 4th Island Vibe August 2nd Jimmy Beats September 5th The Decade Band October 3rd “Surprise Artist”

Trade and Travel

Record year – 23,718 Consumers and Industry Professionals In attendance.

North America’s Premiere Travel Show

Attracting a unique Representation of the World’s leading tourism Markets

2014 Upcoming Events

51st Isle of Eight Flags Shrimp Festival

Capt Edgar Hansen

May 16 – 18 Segway and Kayaking ToursCharter Boat and Sailing Trips Beach Exploration Bat chats and Bat Hikesstand-up paddleboard intro classes and so much more…

Chamber Music Festival

May 8th and 9th Brooklyn Rider - Boys and Girls Club and Walker’s Landing May 16th Cellobration Gala – St. Peter’s Episcopal Church May 17th Masterworks from Vienna & Leipzig – Historic County Courthouse May 18th Artistry of Anne & Anton – Prince of Peace Lutheran Church May 27th Beer & G-String’s – Sliders Seaside Grill

General Fact Sheet

Wedding Fact Sheet Sargassum

Collateral

Groups and their“return on investment”

Mitchell Group Omni Amelia Island Plantation Resort Room Night Revenue - $257,649.00

Total Room Nights – 1,157

Connected the group with Communities In Schools for a cherished give-back program. 710 back-packs filled with school supplies, nonperishable food, hygiene products for the neediest students served by CIS.34 CIS teens had an opportunity to meet with the executives and vendors and received a rare opportunity to speak with them about career development and challenges facing our young people. Giveback program resulted in a $7000.00 donation to the students and a day of memories the will be remembered for a lifetime.

Texas Roadhouse2014 Annual Conference

April 26th – 30th

1450 Executives and Management. Occupying The Ritz-Carlton, Amelia Island and theOmni Amelia Island Plantation Resort. Over $100,000.00 in a community give-back program…Creating a Multi-purpose field in front of the Peck Center to be enjoyed by the community including the irrigation system, pump and new sod.Working with the Barnabas Center. Soup Kitchen. Assembling bicycles for the children of our Military Families.Nassau Humane Society. YMCA Prime Time Center.

Approximately $100,000.00 in a give-back program

Interactive

Website - Traditional

Sessions157,949+9.21%

Pageviews505,232-9.4%

Bounce Rate38.39%-19.98%

76.52% New Visitors+2.75%

Feb-March 2014 vs. Same Time Last Year

Website - Mobile

Sessions31,921+31.28%

Pageviews82,207+27.45%

Bounce Rate38.60%-12.37%

81.9% New Visitors-0.38%%

Feb-March 2014 vs. Same Time Last Year

BookDirect /Jackrabbit

February – March 2014

Facebook – Redesign and Booking App

Page Redesign“Reserve Now” AppContent Testing

Facebook – Likes, Comments, Shares

User-driven Content

Facebook – Post Reach

The number of people who

saw posts from our page. (No paid posts or

ads)

Annual Report Infographic

Photo ContestMay 1 – July 31ameliaislandphotocontest.com

Open to locals and visitorsProfessional and amateur divisionsNature, beach, dining, lifestyle, history/heritage, activities, cultural, and artistic categoriesPrizes include cash awards, digital camera, Amazon gift cards, stays at Fairbanks House and Residence Inn

Public Relations

Recent & Upcoming Press Visits

• Nashville Lifestyles - 86,000 circ.- March 17-18- Scheduled for May

• Fairways - 40,000 circ.- Rescheduled- March 16-18

• Healthy Travel- 70,000 circ.- March 21-25- Six-page feature- Added Fit & Well (20,000 circ.)- Whole Foods, groceries, major hospitals,

Lifetime Fitness, YMCAS, Crossfit, more

Recent & Upcoming Press Visits

• Nashville Lifestyles - 86,000 circ.- March 17-18- Scheduled for May

• Fairways - 40,000 circ.- Rescheduled- March 16-18

• Healthy Travel- 70,000 circ.- March 21-25- Six-page feature- Added Fit & Well (20,000 circ.)- Whole Foods, groceries, major hospitals,

Lifetime Fitness, YMCAS, Crossfit, more

• Upcoming Writers- Observer News (45,000) – June- Buckhaven/Perimeter North Lifestyle (30,000) – June- South Florida Parenting (108,000) – Aug. 7-10

Promotions

• WNKS-FM - #9 station in Charlotte, contemporary hits- Promoted on-air, online and e-blasts- March 31 - April 25, 2014- $147,600 media value

• Cox Radio Jacksonville - May and August- $29,375 media value each- WAPE (#2 - Contemporary Hits)

WXXJ (#4 - Alternative)WOKV (#4t - News/Talk)WJGL (#6 - Classic Hits)WFYV (#10 - Rock)

Harris Teeter VIC Deals

• Promotion Over- 91,000 new eVic Subscribers- Winner will be chosen soon

• Special VIC Deals- Started March 1- 25 partners

Amelia Island Travel Journals

• Custom designed, inside and out

• For Media Mailing - 100 luxury media- Sent with a custom wrap- Press visit invitation

• For Meeting Planners

Crisis Response Plan

• Detailed plan, highlights steps that should be taken before, during and after a crisis

• Identifies Crisis Response Team as well as key audiences

• Contact information for appropriate municipalities, government agencies, and local accommodators

• Includes sample press materials and fact sheets for possible emergencies

• Provides media interview guidelines and a media phone log

Highlighted Media Coverage

• ElizabethStreet.com (March 7)- Savor Your Time as a Party of 2 with

these 10 Babymoon Ideas

Highlighted Media Coverage

• ElizabethStreet.com (March 7)- Savor Your Time as a Party of 2 with

these 10 Babymoon Ideas

• Yahoo.com (March 14)- Snag a Last-Minute Deal and Save Your

Spring Break

Highlighted Media Coverage

• ElizabethStreet.com (March 7)- Savor Your Time as a Party of 2 with

these 10 Babymoon Ideas

• Yahoo.com (March 14)- Snag a Last-Minute Deal and Save Your

Spring Break

• Florida Times-Union (March 24) - Bring Business to the Island

Highlighted Media Coverage

• ElizabethStreet.com (March 7)- Savor Your Time as a Party of 2 with

these 10 Babymoon Ideas

• Yahoo.com (March 14)- Snag a Last-Minute Deal and Save Your

Spring Break

• Florida Times-Union (March 24) - Bring Business to the Island

• Gladys Magazine (Spring Wedding Issue) - Over-the-Moon Honeymoon & Beyond

Highlighted Media Coverage

• ElizabethStreet.com (March 7)- Savor Your Time as a Party of 2 with

these 10 Babymoon Ideas

• Yahoo.com (March 14)- Snag a Last-Minute Deal and Save Your

Spring Break

• Florida Times-Union (March 24) - Bring Business to the Island

• Gladys Magazine (Spring Wedding Issue) - Over-the-Moon Honeymoon & Beyond

• Victoria (May/June)- Coastal Comforts of Amelia Island

Old Business

Google Display1,693 total clicks to date696,000 impressions to date

Retargeting315,000 impressions125 clicks

More than 2,100 visitors to the landing page

BleacherReport.comEspn.Go.comNBCsports.comCBSsports.comgolflink.comtarheeltimes.comsportsgrid.compgatour.com

Clean Beaches

New Business

Public Comment

TDC Board Presentation