AITDC Board Meeting Wednesday, April 26, 2017
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1 AITDC Board Meeting Wednesday, April 26, 2017
2 GOVERNMENT IN THE SUNSHINE Members 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, 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. This relationship 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 STATEMENT The 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.
3 FINANCIALS
4 FY2017 YTD Taxable Revenue $140,000,000 $120,000,000 $112,108,878 $125,789,657 $132,644,725 $100,000,000 $80,000,000 $60,000,000 $78,088,012 $93,523,687 $54,666,239 $40,000,000 $20,000,000 $0 FY 2012 FY2013 FY2014 FY2015 FY2016 FY2017
5 FY2017 YTD Budget Description YTD 2017 Budget YTD Actual Variance INCOME $3,509,228 $2,504,802 ($1,004,426) EXPENSES Cost of Collections $56,527 $58,717 $2,190 TDC Admin. 15% $274,155 $284,776 $10,620 Marketing - 65% $2,628,487 $1,995,153 ($633,334) Travel Trade - 10% $272,568 $117,052 ($155,515) Beach Improv. 10%** $1,167,000 $49,105 ($1,117,895) EXP. TOTAL $4,342,210 $2,446,086 $1,896,124
6 PERFORMANCE
7 Occupancy YTD Fort Walton Beach Hilton Head Brunswick Daytona Beach Savannah Charleston St Johns County Amelia Island Jacksonville Jacksonville Beaches
8 ADR YTD $ $ $ $ $ $ $ $ $ $ $ $ $ $ $50.00 $0.00 Brunswick Jacksonville Fort Walton Beach Savannah Hilton Head Charleston Daytona Beach St Johns County Jacksonville Beaches Amelia Island
9 RevPar YTD $ $ $ $ $ $ $80.00 $60.00 $57.35 $67.33 $69.18 $80.06 $80.83 $89.74 $93.39 $96.90 $40.00 $20.00 $0.00 Fort Walton Beach Brunswick Hilton Head Jacksonville Savannah Daytona Beach Charleston St Johns County Jacksonville Beaches Amelia Island
10 Mean YTD $ $ $ $ $ $ Occupancy ADR RevPar Florida Comp Set Amelia Island
11 MARKETING
12
13 Intern
14 DIGITAL
15 A Record Number of Arrivals
16 Digital: Luxury Campaign Media Partner Creative Web Experience
17 Digital: Departures
18 Digital: Departures
19 Vacation Rentals FY16 56% Occupancy; Capacity >500,000 = INCREMENTAL OPPORTUNITY
20 A1A Ocean Islands Trail
21 INTERNATIONAL
22 International Visitors 11,830 visitors from German-speaking Europe last year - up 28% and the largest group. UK up 23% to 6470 Canada down 10% to 8,890
23 Our German Travelers Not price-sensitive Explorer Mindset Compare THE WORLD TO THE WORLD Profile developed with market research and stakeholder input
24 Das Erbe Unsere Welt May Issue sent directly to National Geographic Germany s 87,000 subscribers On home page of official National Geographic website starting May 2nd
25 ITB ,000 exhibitors from 184 countries Tour Operator and Press Meetings Welcome, openness Report in Board Packet
26 VISIT FLORIDA London Takeover: Year Two
27 VISIT FLORIDA London Takeover: Influencer
28 VISIT FLORIDA London Takeover: Influencer
29 VISIT FLORIDA London Takeover: Influencer
30 VISIT FLORIDA London Takeover: Digital TV
31 VISIT FLORIDA London Takeover: Expedia Inclusion on the Florida Landing Page on Expedia.co.uk, ebookers and Hotels.com from January through March. Total Page Views: 32,762 Landing Page Media Value: $8,000
32 VISIT FLORIDA London Takeover: Value Media Value: $32,299 Amelia Island Investment: $7500
33 IPW Reception
34 SOCIAL
35 Content Studio: Co-Ops in Production Omni Amelia Island Plantation Seaside Amelia Inn Residence Inn Amelia Tavern + Waiting list
36 Content Studio: Katie Ride Co-Op 68,000 Views #LiveAmelia Coverage for future Rides and wellness content
37 Film Commission & Photo Shoots: Impact Belk team 80+ Room Nights (January and mid-march) Residence Inn Amelia Island, Elizabeth Pointe Lodge Local restaurant catering, tasting tours and museum visits, social sharing More in the works
38 Strategic Initiatives
39 Leave No Trace 9,000 pounds of debris collected in 2016
40 Leave No Trace Not limited to beach chairs Includes cans, food trash, shoes, etc.
41 Leave No Trace Signage and Rack Cards Rack Cards for Lodging Partners Signage at Beach Access Points
42 Leave No Trace Beach Safety Video Communicating in a way that s entertaining not annoying Can be divided into modules Local talent, authentic feel Shareable and widely available
43 Leave No Trace Beach Safety Video
44 Leave No Trace Seaside Sculptures
45 Leave No Trace Seaside Sculptures
46 Leave No Trace Outreach Event May pm Sculpture Unveiling Artist Meet and Greet Eco-Tourism Partners Hands-On Art Activity for Kids Sea Turtle Education
47 Strategic Initiatives Looking forward Building Partnerships Sponsorships for Dickens on Centre, Restaurant Week, etc. Establish the Amelia Island Foundation for Sustainable Tourism Create a 501c3 organization to support fundraising initiatives outlined and determined by the Strategic Plan.
48
49 Highlighted Media Coverage 360 West - 50,059 circulation
50 Highlighted Media Coverage 360 West - 50,059 circulation Southern Living million circulation
51 Highlighted Media Coverage 360 West - 50,059 circulation Southern Living million circulation South Magazine - 20,000 print circulation - 110,000 page views monthly
52 Executed Promotions South Bend - Winner s trip - Episode of Lunkerville - Airs on NBC, WFN and PBS
53 Executed Promotions South Bend - Winner s trip - Episode of Lunkerville - Airs on NBC, WFN and PBS Harris Teeter - Accommodations at Summer Beach and prize package for winner - Social media, in-store signage in 200 SE stores, consumer e-blasts
54 Press Visits Charlotte Observer - 122,000 circulation Chicago Parent - 95,477 monthly circulation - 130, 715 UMV online Sisson Sisters - 100,000+ Instagram TMS Post Fam - TravelAge West, Frommers, Conde Nast, USA Today, TripAdvisor, Orbitz
55 Press Visits Charlotte Observer - 122,000 circulation Chicago Parent - 95,477 monthly circulation - 130, 715 UMV online Sisson Sisters - 100,000+ Instagram TMS Post Fam - TravelAge West, Frommers, Conde Nast, USA Today, TripAdvisor, Orbitz
56 Charlotte Activation Derby Days Event - Saturday, May 6 - Young Affiliates of the Mint - Best Party for Young Professionals Charlotte Observer - Best Young Professional Party Society Charlotte Magazine young professionals
57 Upcoming Promotions Spartina Social media promotion and trip giveaway - Southern, coastal demographic - Exposure to 24,000 on Facebook, 13,000+ on Instagram and via e-blasts
58 Campaigns Never Seen the Ocean virtual experience to bring the beach to kids in landlocked markets - Allegiant Airlines, Boys & Girls Club - Beach party, kid interviews - Social media, press coverage
59 Campaigns Never Seen the Ocean virtual experience to bring the beach to kids in landlocked markets - Allegiant Airlines, Boys & Girls Club - Beach party, kid interviews - Social media, press coverage
60 Media Outreach First Day of Summer Celebration - Time Inc. Birmingham Offices Chicago Media Mission Charlotte Media Mission South Florida, Orlando, Atlanta Media Appointments
61 OLD BUSINESS
62 Ever So Slightly Special Revised production estimate - $400,000 (See appendix) Scout May 8-9 Shoot ~ May 20-24?
63 NEW BUSINESS
64 FY2018 Budget Proposal Description FY 2017 FY 2018 Budget Tourist Dev. Funds $4,795,875 $5,000,000 Reserve/Carryforward $2,250,000 $0 Cost of Collection $143,876 $150,000 Net Tourist Dev. Funds $6,901,999 $4,850,000 TDC Admin - 15% $697,800 $727,500 Marketing - 65% $5,105,799 $3,152,500 Travel Trade - 10% $883,200 $485,000 Beach Projects - 10% $1,465,200 $485,000
65 AITDC Board Meeting Wednesday, April 26, 2017
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