Florida's First Coast of Golf. Calendar 2015 Golf Tourism Report

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2 Florida's First Coast of Golf Calendar 2015 Golf Tourism Report

3 Baseline Data Total Paid Round reports submitted by golf course on a monthly basis Each course indicated # of tourist generated rounds vs. local rounds Courses represented in this report have submitted these monthly reports consistently each month for 24 months giving a fair representation as to the state of golf and golf travel to the Island. Data obtained from the following courses: Fernandina Beach Golf Club Omni Amelia Island Plantation -- Oak Marsh Omni Amelia Island Plantation -- Ocean Links The Golf Club of Amelia Island The Golf Club at North Hampton

4 Total Golf Rounds Played % Change YOY 2015 vs Amelia Island = +8% Jan. Feb. March April May June July August Sept. Oct. Nov. Dec. Florida 19.1% -8.7% 4.2% 0.4% 4.2% -0.6% -1.5% -3.8% 4.1% -0.5% 4.1% -2% S Carolina 24.4% -23.7% 2.2% -9.5% -6.6% -2.9% -2.2% -4.6% 3% -20.2% -1.8% 0.9% National 4.9% -2.7% 1.3% 3.9% 0.5% -2% -0.3% 1.6% 1.2% -0.06% 19% 11.6% South Atlantic 20.6% -12.8% 1.3% -0.8% 3.3% -2.7% -0.8% 0.5% -0.4% -0.06% 7.1% 4.3% NE Florida 35% -8% 5% -0.03% 0.06% -0.04% 0.08% -0.08% 1% 0% 13% 10% Amelia Island 35% -2% 7% 0% 9% 5% 3% -6% 10% -4% 11% 18%

5 Total Rounds to Tourist Rounds YOY 2015 vs 2014 Total Rounds to Tourist Rounds +8% +12% 140, , , , ,000 80,000 60,000 66,486 74,249 40,000 20, Total Rounds 2015 Tourist Rounds

6 Tourist Rounds to Amelia Island 2015 vs by month Tourist Round Activity +12% 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Jan. Feb. March April May June July August Sept. Oct. Nov. Dec ,071 5,692 7,397 6,865 7,047 5,531 6,508 5,614 4,659 6,654 3,809 3, ,566 5,090 7,117 7,128 6,609 6,932 7,209 6,181 6,228 7,

7 Golf Tourism Room Nights 2015 vs YTD 9% Increase 3,500 3,000 2,500 2,000 1,500 1, JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC ,305 2,419 3,144 2,918 2,995 2,351 2,766 2,386 1,980 2,828 1,619 1, ,516 2,163 3,025 3,029 2,809 2,946 3,064 2,627 2,647 3,021 2,570 2,140

8 The Met Golfer Circulation: 850,000 Circulation: 850,000 Golf Georgia Circulation: 50,000 Virginia Golfer Circulation: 50,000

9 November 2013 Board Sports Illustrated Cover Wrap Report Sports Illustrated Cover Wrap Northeast United States Region April 20, 2015 Program Value: $218,400 Circulation: 400,000

10 The Boston Herald November 2013 Board February 2015 Media Value: $181, Impressions: 5,596,011

11 Jeff Thoreson THE GRAIN Omni Amelia Island Plantation March 2015 The Grain

12 Golfdom Promotion November 2013 Board December-April 2015 Report ,000 E-blast March 70,000 E-blast April In-store Golfdom Display McClean, VA December-April 2015

13 UK Golf November Tour Operator 2013 Board Golfbreaks Report 40,000 Subscribers Friday, March 27, 2015

14 November December Pages Circulation: 50,000 (6 x s Annually) Value: $28,224 Virginia Golfer Nov/Dec 2015

15 Golf Styles Fall 2015 AMERICA'S BEST REGIONAL GOLF MAGAZINE 4 Pages Circulation 150,000 Media Value = $39,000

16 :60 Spot Add videos from file once everything is finalized. Jeff Thoreson THE GRAIN Omni Amelia Island Plantation March 2015

17 Jeff Thoreson THE GRAIN Omni Amelia Island Plantation March 2015 Ginella s Journeys

18 Jeff Thoreson THE GRAIN Omni Amelia Island Plantation March 2015 :15 Spot

19 November Golf 2013 Digest Board Report International Summit hosted 27 editors & publishers of global Golf Digest affiliate publications in October. A digital and print advertising program with 6.3 million impressions. Run time Nov 2015 Apr 2016 February 2016 Issue Visit Florida Section (300K) 1 million video views on gd.com video channel 4 s to 250K each 6 E-Scape features

20 2015 International Golf Digest Summit

21 International Efforts

22 Virgin Holidays Brochure

23 Virginia Golfer January/February 2016 Circulation 50,000

24 FINANCIALS

25 FY2016 YTD Taxable Revenue $140,000,000 $120,000,000 $112,108,878 $125,789,657 $100,000,000 $80,000,000 $69,661,357 $72,970,966 $78,088,012 $93,523,687 $60,000,000 $40,000,000 $22,693,781 $20,000,000 $0 FY 2010 FY 2011 FY 2012 FY2013 FY2014 FY2015 FY2016

26 FY2016 YTD Budget Description YTD 2016 Budget YTD Actual Variance INCOME $1,165,000 $1,531,998 $366,998 EXPENSES Cost of Collections $33,075 $38,460 $5,385 TDC Admin. 15% $186,531 $160,414 $26,117 Marketing - 65% $1,957,142 $1,211,447 ($745,695) Travel Trade - 10% $401,783 $139,946 ($261,837) Beach Improv. 10%** $78,000 $3,000 ($75,000) EXP. TOTAL $2,597,339 $1,540,924 ($1,056,415) NET ($1,465,414) $47,385 ($1,230,528)

27 METRICS

28 2015 Visitor Profile

29 2015 Visitor Profile Length of Stay 4.2 Days Flight 25.7% Party Couple 54.4% Children or YA 24.8% HH Average Age 50.5 HH Income $129k First Visit 55.2% Considered Only AI 50.8% Satisfaction 97.9% Plan to Return 87.3% Saw/Heard AI Ads 44% Influenced by Ads 52% Most Help Web 78.7% Online Booking 64.9% Start Planning 50.6 Day Avg. Budget -$1,911 Activities Dining Out 81.2% Beach 76.4% Centre Street 77.2%

30 2015 Visitor Profile Change Visitation 440, , % Spending 258,381,800 $433,142, % Economic Impact 339,953,307 $569,885, % First Trip % Length of Stay % HH % HHI $114,528 $128, % Origin Florida 89, , % Southeast 191, , % Northeast 62,581 92, % Midwest 63,933 85, % Foreign 11,334 29, % Markets of Opp. 21,817 26, %

31 2015 Key Facts Every $1 Invested in TDC Marketing = $ in Economic Impact to Nassau County Every $1 Invested in TDC Marketing = $6.72 Sales Taxes from Tourism Businesses 1 in 4 Jobs in Nassau County is Tourism Related Every 88 New Overnight Guests = 1 New Job

32 Regional Overview FY 2015 Sales Taxes County Total Sales Tax Tourism Sales Tax Percentage Duval Nassau St. Johns Region $1,009,865,418 $177,777, % $58,010,058 $22,444, % $192,569,969 $57,620, % $1,710,858,407 $450,412, % County 2014 Employment 2014 Tourism Percentage Duval 456,618 52,892 11% Nassau St. Johns Region Jobs 19,767 4,734 23% 63,407 13,219 20% 539,792 70,845 13%

33 December 2015 STR Change Occupancy 56.4% 16.9% ADR $ % RevPar $ % Demand 32, % Revenue $5,369, % Figures represent Amelia Island, not Nassau County

34 2015 STR Highlights Occupany Outperformed All In Compettive Set ADR was third behind Naples and Florida Keys RevPar was third behind Miami and Florida Keys

35 2015 Performance Highlights YEAR Year Growth Occupancy % Last Year % Change ADR % Last Year % Change RevPar % Last Year % Change Supply 620, , , , , % Last Year 622, , , , ,195 % Change Demand 349, , , , , % Last Year 322, , , , ,225 % Change Revenue 59,406,103 62,420,759 79,986,365 94,555, ,456, % Last Year 54,333,485 59,406,103 62,420,759 79,986,365 94,555,475 % Change

36 January 2016 STR Change Occupancy 58.4% 4.3% ADR $ % RevPar $ % Demand 33, % Revenue $5,597, % Figures represent Amelia Island, not Nassau County

37 MARKETING

38 Paid Media Plan $2,939,429 placement budget ~ 60% allocated to date Weighted spring/summer season Targeted by geo, demo and personas

39 Print

40 Print

41 Print

42 Print

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44 December STR Occupancy ADR RevPar Month 56.4 $ $ Weekend $155.7 $ Weekend $148.1 $

45 2016 Planning Partnership with Main Street Reviewing site plan options 1 weekend vs 2? Stage 2: entertainment/vendors

46 1 vs 2 weekends Year ahead in 2016 Feedback from merchants Double labor and rental costs, ~savings of $45,000 Reallocate savings to increase entertainment & décor Staff Recommend 2 nd weekend only December 9-11, 2016

47 83% saw business increase during RW + 38% # of covers in RW 50% better RW 2016 vs % satisfied/very satisfied 80% lunch success 91% plan to particpate in 2017

48 DIGITAL & INTERNATIONAL

49 Website Amelia Island 1h 2015 saw 3.8 million pageviews and a 75% increase in users and visits.

50 Website Amelia Island 78% new traffic and over 50% is organic traffic (up from 26% last year.) 1h

51 Website 2015 Amelia Island Most popular pages: 1) Home 2) Stay Here 3) Tour Amelia Island 2h

52 Website Amelia Island 1h Increases in opportunity markets: Chicago up 493%, Washington, DC 388%, NYC 233%, Boston 230%

53 Social Reach & Engagement

54 Video Views

55 Instagram (& influencers)

56 INTERNATIONAL

57 Dear London, Love Florida

58 Dear London, Love Florida

59 Oxford Street

60 Pop-Up Nail Salon

61 Pop-Up Nail Salon

62 Pop-Up Nail Salon

63 International FAMs Brand USA Mega FAM May VISIT FLORIDA German Journalists FAM November 12-18

64 Strategy Leadership Meeting What has worked for past five years will not make us successful. Like Disney, we never rest on our laurels, but keep improving our experience. - Will Seccombe, President & CEO, VISIT FLORIDA

65 Great Expectations

66 Content Journey

67 Travel Guides Features & Benefits Goal support Role support SEO-friendly Video-enabled Dynamic content Improved landing pages Data-driven Easy URLs Early Results 57% organic search Low exit rates Deep engagement

68 Paid Editorial Current Coverage: March Coverage:

69 Valentines Day Tactics Facebook efficiency Life Milestones targeting Tap into memory, support CMM Results #8 page on site #6 w/ related 4.73% conv rate

70 Restaurant Week Results 50K PVs 2:50/session Low bounce Most Popular Menus 1. Gilberts 2. Joe s 3. Coast 4. Le Clos South 6. Lulu s 7. BarZin 8. Cucina South 9. Horizons 10. Patio Place Top Markets Recommendation OpenTable + Event promotion Review incentives

71 Concours Week Tactics 1. Push Peripheral Stories 2. Emphasize second weekend 3. Push remaining rooms 4. Brand positioning Budget 1. Print, $16K 2. Website, $ Video, $ Digital ads, $5,500

72 Digital Assets Management Selection Process Defined the problem and user needs Evaluated services with demos Procured DMO recommendations for CleanPix Negotiated! Features & Benefits Centralized and accessible from anywhere Meta-tagged, searchable assets Media galleries Time savings

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74 2015 Highlights Hosted 22 media international, national, regional and state Generated 600+ print/online/broadcast clips = 740+ million impressions Coordinated 12 consumer promotions print, radio, social and online Conducted Media Missions in New York City, Washington, D.C., Atlanta/Birmingham, Chicago, Jacksonville, Orlando, Toronto Hosted 10 media during VISIT FLORIDA s Encounter Participated in VISIT FLORIDA UK/Ireland Naturally Florida Media Mission Hosted first Amelia Island Canadian Media Mission Hosted Atlanta and Southbound magazine photo shoot for islands issue Collected first-ever Cyber Monday travel offers from industry resulting in 40+ stories throughout the United States

75 Island Press Visits Wedding 411 (NE) - Romantic Amelia Island - Nov ,5000 Circulation CarrieWithChildren.com - Holidays on Amelia Island - Dec ,690 Unique Monthly Views Coastal Living - New Year s Eve on Amelia Island - Dec. 30-Jan ,378 Circulation

76 Island Press Visits Orlando Date Night Guide - Three Perfect Days on Amelia Island - Jan ,000 Unique Monthly Visitors NFocus Magazine (Nashville) - Luxury in the South - Feb ,000 Circulation ASpicyPerspective.com - Culinary and Family - Feb ,636 Unique Monthly Views

77 Island Press Visits The Tennessean - Multigenerational Travel - April ,711 Circulation 360 West (Texas) - Romantic Getaway - July ,715 Circulation

78 Media Missions New York Media Mission - Jan One-on-one meetings - Top media included:

79 Media Missions The Carolinas Media Mission - Feb One-on-one meetings - Top media included: Charlotte Observer QC Exclusive Carolina Bride Raleigh News & Observer O. Henry Magazine 1808: Greensboro s Magazine

80 Highlighted Media Coverage U.S. News & World Report - 6 Secret Florida Towns to Visit Million Unique Monthly Visitors

81 Highlighted Media Coverage U.S. News & World Report - 6 Secret Florida Towns to Visit Million Unique Monthly Visitors Active Times - Best Winter Trips for Couples in U.S. - 83,962 Unique Monthly Visitors

82 Highlighted Media Coverage U.S. News & World Report - 6 Secret Florida Towns to Visit Million Unique Monthly Visitors Active Times - Best Winter Trips for Couples in U.S. - 83,962 Unique Monthly Visitors The Dallas Morning News - The Florida of Our Dreams Million Unique Monthly Visitors

83 Highlighted Media Coverage U.S. News & World Report - 6 Secret Florida Towns to Visit Million Unique Monthly Visitors Active Times - Best Winter Trips for Couples in U.S. - 83,962 Unique Monthly Visitors The Dallas Morning News - The Florida of Our Dreams Million Unique Monthly Visitors River City Live - Restaurant Week

84 Zika Virus: The Facts There have been no locally-acquired cases reported in the state of Florida and none of the confirmed cases involve pregnant women. There have been no travel advisories issued by state, federal or international health officials advising against travel to Florida. There are 22 confirmed cases of Zika in nine Florida counties: Hillsborough (3) Miami-Dade (7) Lee (3) Santa Rosa (1) Broward (4) St. Johns (1) Brevard (1) Osceola (1) Alachua (1) All 22 cases are travel-related (travelers returning to US).

85 Zika Virus: CVB Preparedness Monitoring all relevant developments and updates

86 Zika Virus: CVB Preparedness Monitoring all relevant developments and updates Drafted Suggested Responses for Media Inquiries What are you doing to prepare for a developing Zika crisis? We re watching for daily updates from the WHO, CDC and state and county health officials who are actively monitoring developments surrounding the Zika virus and will respond accordingly. Have there been any cancellations due to the Zika virus? We have had no reports of guests cancelling their reservations because of concerns about the Zika virus.

87 Zika Virus: CVB Preparedness Monitoring all relevant developments and updates Drafted Suggested Responses for Media Inquiries Drafted Suggested Responses for Visitor/Guest Inquiries We ve heard there is Zika virus in Florida. Is it safe for us to come? According to the latest updates (2/18/16) from the Florida Department of Health, there have been only 22 confirmed cases of Zika virus in Florida, all of which are from travelers returning to the United States and none of which are in Nassau County. Although there have been no reported cases in our area, in light of the recent advisories from various state and federal health officials, we re encouraging all visitors to take precautions to avoid mosquito bites. For the latest information, visit the CDC s website at

88 Zika Virus: CVB Preparedness Monitoring all relevant developments and updates Drafted Suggested Responses for Media Inquiries Drafted Suggested Responses for Visitor/Guest Inquiries Distributed 2-page Resource Guide to Industry Partners

89 Zika Virus: CVB Preparedness Monitoring all relevant developments and updates Drafted Suggested Responses for Media Inquiries Drafted Suggested Responses for Visitor/Guest Inquiries Distributed 2-page Resource Guide to Industry Partners Member of Nassau County Zika Virus Task Force (FDOH)

90 Zika Virus: CVB Preparedness Monitoring all relevant developments and updates Drafted Suggested Responses for Media Inquiries Drafted Suggested Responses for Visitor/Guest Inquiries Distributed 2-page Resource Guide to Industry Partners Member of Nassau County Zika Virus Task Force (FDOH) Resources

91 Zika Virus: Resources Centers for Disease Control Zika Virus Information Executive Order from the Governor's Office Florida Dept. of Health Mosquito-Borne Diseases Information Florida Zika Virus Information Hotline Florida Dept. of Agriculture Mosquito Control Information U.S. Travel Association Zika Virus Information World Health Organization Zika Virus Information VISIT FLORIDA Mosquito-Borne Disease Information

92 OLD BUSINESS

93 Leave No Trace

94 Beach Renourishment

95 NEW BUSINESS

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