vcb report to the tourism development council …...bed tax collections june (net collections)...
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VCBReporttotheTourismDevelopmentCouncil
August20,2018
SmithTravelResearchJune2018
Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.
Apr May Jun 2016 2017 2018This Year 74.2 64.6 68.0 65.2 65.6 67.6Last Year 72.8 65.3 65.5 63.9 65.2 65.6
Percent Change 1.9 -1.1 3.7 2.0 0.6 3.1
Apr May Jun 2016 2017 2018This Year 154.48 163.84 141.91 128.78 131.99 140.32Last Year 144.63 157.16 133.95 124.52 128.78 131.99
Percent Change 6.8 4.2 5.9 3.4 2.5 6.3
Apr May Jun 2016 2017 2018This Year 114.57 105.80 96.50 83.94 86.57 94.88Last Year 105.23 102.65 87.80 79.57 83.94 86.57
Percent Change 8.9 3.1 9.9 5.5 3.1 9.6
Apr May Jun 2016 2017 2018This Year 177,630 183,551 177,630 2,051,247 2,126,248 2,157,859Last Year 176,670 182,559 176,670 2,023,754 2,051,247 2,126,248
Percent Change 0.5 0.5 0.5 1.4 3.7 1.5
Apr May Jun 2016 2017 2018This Year 131,748 118,534 120,793 1,337,055 1,394,582 1,459,065Last Year 128,550 119,239 115,799 1,293,301 1,337,055 1,394,582
Percent Change 2.5 -0.6 4.3 3.4 4.3 4.6
Apr May Jun 2016 2017 2018This Year 20,351,891 19,420,146 17,141,823 172,191,602 184,066,167 204,730,256Last Year 18,591,708 18,740,161 15,511,389 161,037,551 172,191,602 184,066,167
Percent Change 9.5 3.6 10.5 6.9 6.9 11.2
Running 12 Months
Running 12 Months
RevPAR
Supply
FY 2018
FY 2018
Demand
Revenue Running 12 Months
Running 12 MonthsFY 2018
FY 2018
Occupancy (%)
ADR
Running 12 Months
Running 12 Months
FY 2018
FY 2018
SmithTravelResearchJune2018
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 73.5 111.44 0.5 3.1 3.6 5.7Nassau County, FL 80.8 233.50 -2.1 5.6 3.3 3.3Pinellas County, FL 75.3 143.64 4.9 5.7 10.9 14.1St Johns County, FL 68.0 141.91 3.7 5.9 9.9 10.5
Charleston, SC 83.6 153.24 0.9 2.6 3.6 8.9Jacksonville, FL 73.9 116.66 3.1 5.3 8.5 8.6Myrtle Beach, SC 83.2 180.10 10.0 1.8 12.0 12.9Orlando, FL 83.3 127.86 6.1 10.2 16.9 19.0Sarasota-Bradenton, FL 67.8 125.00 -0.4 -1.5 -1.9 5.2Savannah, GA 80.3 127.10 2.2 6.4 8.8 11.3
Fort Walton Beach, FL 82.4 219.60 4.3 4.4 8.9 9.9Daytona Beach, FL 73.0 119.23 7.0 -0.8 6.1 10.7
Zip Code 32084+ 69.1 128.88 0.5 1.1 1.6 1.6Zip Code 32080+ 74.0 141.73 6.9 1.8 8.8 11.2Zip Code 32092+ 65.7 97.69 10.6 3.8 14.8 15.2
Current Month June 2018 vs June 2017Percent Change from June 2017
BedTaxCollections
June (Net Collections) 1,145,753$ 26%
YTD Net Collections June 8,517,102$ 14%
YTD Collections by Area June YTDAnastasia Island and St. Augustine Beach (32080) 42% 31%Ponte Vedra Beach (32082) 20% 23%St. Augustine, Vilano and North Beach (32084) 30% 36%St. Augustine Shores/South/207 (32086) 1% 1%World Golf Village and west of I-95 (32092) 6% 7%I-95&SR 16/Palencia (32095) 0.1% 1%Other 0.3% 0.5%
WebsiteDashboard
80,125 Visitors to the Site July -19%
997,431 Visitors to the Site FYTD -11%
VICVisitationJuly2018
July 2018 July 2017
% of Total
Visitors FYTD 2018 FYTD 2017 Total FY 2017Total Visitors 156 130 0.28% 768 694 987
July 2018 July 2017
% of Total
Visitors FYTD 2018 FYTD 2017 Total FY 2017Total Visitors 48,236 50,013 87% 421,055 445,395 517,984
July 2018 July 2017
% of Total
Visitors FYTD 2018 FYTD 2017 Total FY 2017Total Visitors 5,246 4,736 10% 45,792 41,277 42,712
July 2018 July 2017
% of Total
Visitors FYTD 2018 FYTD 2017 Total FY 2017Total Visitors 1,544 935 3% 10,127 9,215 10,553
July 2018 July 2017 FYTD 2018 FYTD 2017 Total FY 201755,182 55,814 100% 477,742 496,581 572,236
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
SocialMediaJuly2018
YOY ChangeFacebook
Fans added In July 579Total Facebook Fans 492,376 5%
Facebook Impressions 2,176,821Engagement Rate 13.3%
Reach 737,593
TwitterTwitter Followers 11,708 14%
Twitter Impressions 108,932
InstagramInstagram Followers 13,111 22%
Instagram Impressions 275,331
YouTubeViews To Date 279,428 18%
Social Media
* Changes in Facebook’s algorithm continues to impact followers, reach, impressions and engagement
CommunicationsSummary
July FYTD 17Total Impressions 275,397,412 13,411,130,908 17,659,657,521 -24%
VCB Initiated Stories 357 5,039 3,092 63%in publication or broadcasted
FYTD
SalesMeasurementSummary
JulyMonthly %
Actual vs Goal YTDYTD %
Actual vs GoalSolicitation Emails/Calls 204 9% 1,707 5%Total Leads Distributed 41 8% 289 -14%Lead Room Nights 14,649 140% 88,068 30%
4th QuarterQuarterly %
Actual vs. Goal YTDYTD %
Actual vs. GoalWholesale Room Nights 225 -99% 90,033 -25%
**Wholesale Room Nights are reported quarterly.
EASYSEASON®2018RADIOPROMOTIONS• Launched23EasySeason2018radiopromotionsforAtlanta,Gainesville,Jacksonville,Orlando,Tampa,&
WestPalmBeachmarkets.– StaggeredrundatesfromJuly30th toSeptember10th
– MediapartnersincludeBeasley,Cox,Cumulus,Dix,Entercom,iHeart,&Renda
EASYSEASON&FALL2018TVPROMOTIONS• Launchedfour(4)EasySeason2018TVpromotionsforCharleston,Macon,Savannah,&Tallahassee.
– RundatesfromJuly30th toAugust10th
• DevelopedLocalDiscoveryFloridaTVsegmenttargetingGainesville,Tallahassee,&Valdostamarkets(4minutesegmenttorunfor16weekswithEasySeasonsweepstakeskick‐off)
• MediapartnerisSinclairBroadcastingGroup
VIAAIR&ELITEAIRWAYSPROMOTIONS• Finalizingfour(4)ViaAir promotionsfortheCharlottemarket(iHeart MediaGroupisthepartner).
– RundatesfromSeptember10‐17th
• DevelopedapromotionalpackageforEliteAirways/RochesterInternationalAirporttopromoteatRochester,MN’s“Firstand3rd SummerMarket&MusicFestival”onAugust23rd
Promotions
Florida’sFirstCoastofGolfJune2018
Jun-18 Jun-17 % ChangeRooms 2,022 1,853 9%Rounds 4,758 4,360 9%
2018 YTD 2017 YTD % ChangeRooms 13,094 13,315 -2%Rounds 30,810 31,330 -2%
Precipitation 2018 2017 Change0.48 3.92 -3.44
Temperature (Avg High) 2018 2017 % Change82 85 (3)°
Jun-18 Jun-17 % Change2,802 3,645 -23%
2018 YTD 2017 YTD % Change45,955 25,369 81%
Website Traffic
CEO’sComments• Junelodgingmetricswereupacrosstheboard:Occupancy+3.7%,ADR+5.9%,
RevPAR+9.9%,Demand+4.3%andRevenue+10.5%.
•AttractionsReportthatJunewasdownslightly,‐4.0%thoughYTDattendanceisup2.2%
• 23RadioandfourTVPromotionsfeaturingEasySeason®:lateJuly– midSept.
• FourViaAirradiopromotionsinCharlotteduringSeptember
• Sales,PromotionandPRprogramswithNFRAinsupportofEliteAirwaysnon‐stop jet
servicebetweenNFRAandRochester,MN
• Workisongoingforevent(s)inMay2019tomitigatetheimpactofPLAYERS
ChampionshipmovetoMarch
• NewwebsiteandeCRMagency,TempestbeganAugust1
• RFQforHispanicmarketingagencyisunderway