AGENDA. Call to Order Charles Cox. Roll Call Barbara Golden. Approval of December 2, 2009 Meeting Minutes. Treasurer s Report- Bob O Neill

Transcription

1 St. Augustine, Ponte Vedra & The Beaches Visitors and Convention Bureau Board of Directors Meeting 1:30 p.m., January 6, 2010 Legends Ballroom at Renaissance Resort at World Golf Village 500 South Legacy Trail, St. Augustine AGENDA Call to Order Charles Cox Roll Call Barbara Golden Approval of December 2, Meeting Minutes Treasurer s Report- Bob O Neill Executive Committee Report Charles Cox - Approval of New Partners Director s Report Richard Goldman Update on City of St. Augustine 450 th Commemoration Dana Ste. Claire Other Business Adjournment

2 VCB Board of Director s Meeting Minutes Holiday Inn, St. Augustine Beach, Florida December 2, 1:30 p.m. Present: Charles Cox, Kathy Fleming, John Fraser, Tina Puckett, Irving Kass, Bob O Neill, Mark Schwantner, Virginia Whetstone, Vice Mayor Errol Jones, County Commissioner Ron Sanchez for Cyndi Stephenson. Not present: David Mariotti Staff Present: Richard Goldman, Barbara Golden, Lori Driscoll, Jay Humphreys, Others: Paul Williamson, Doreen Sterlacci Meeting called to order by Charles Cox at 1:35 p.m. Roll Call: Barbara Golden called roll. Charles Cox welcomed and congratulated Ron Sanchez as the new Chairman of the Board of County Commissioners. Approval of Minutes: Mark Schwantner made a motion to approve as presented the minutes from the Board of Director s meeting held on November 4,. Motion was seconded by Irving Kass. Approved unanimously. Treasurer s Report: Bob O Neill reported that the VCB operating budget carries a current balance of $570,000 less monthly expenses. He also noted that the VCB has incurred a large liability of $436,000. The liability is high and it was noted that that amount will be decreased through the year as monthly expenses are paid out. The current VCB balance is $63,000, an $11,000 increase over last month. He further reported that Bed Tax collections for the month of September were reported to be $232,626, indicating an upward trend over the previous year s report for the same time period. Approval of Treasurer s Report: Kathy Fleming made a motion to accept the Treasurer s Report as presented. The motion was seconded by Irving Kass. Approved unanimously. Executive Committee Report: Charles Cox welcomed Richard Goldman and introduced him as the new Executive Director of the VCB. Charles Cox resigned as the Interim Director of the VCB effective immediately. The Board thanked Charles for his time and hard work while he served.

3 Charles Cox reported that the VCB s new offices are in final preparation for staff s move the anticipated move date is mid-december. He further reported that staff has submitted a request to the county to surplus all assets, furniture and equipment so these items can be assigned to the VCB by the Board of County Commissioners to serve the community for the common good. Cox reported that Richard Goldman is currently getting familiar with the staff and the budget and reviewing the marketing plan. It was noted that, as soon as possible, he will plan a workshop for staff, board members and other partners with Ypartnership to review and plan the scope of work between the VCB and Ypartnership. Goldman reported that he is working on the Ypartnership scope of work for Board input and review. Cox reported that the VCB contract had some minor change requests from the TDC Board. The changes require additional review by the County legal staff. It was reported that the contract has to go back to the TDC for approval prior to advancing to the County Commission for final approval. The soonest the contract can go on the County Commission agenda will be in January. Cox reported that the Beach VIC contract was removed from the County Commission agenda. The TDC has requested that the VCB develop a long term plan for a Beach VIC. The VCB will work with Troy Blevins, County Parks and Recreation to come up with the requested plan. Chairman Cox turned the remainder of the Executive Committee report over to Richard Goldman who thanked the Board for their confidence and said he looks forward to being a part of the destination s growth. Goldman informed the Board that he has met with staff and is confident with the staff s professionalism and commitment to the success of the county s tourism promotional efforts. Partnership Applications: Goldman presented the following partner applications for December: Spice and Tea Exchange of St. Augustine; SOS Antiques; Tours by the Sea Segway Tours, BrrrBerry Frozen Yogurt. It was also noted that the Executive Committee had previously approved Market on Granada, Golf Made Simple, Endless Summer Charters, Couture Weddings, A Fantasy in Flowers, and Whitney Lab Center for Marine Studies. Charles Cox made a motion to accept all as new partners. The motion was seconded by Tina Puckett. Approved unanimously. Mark Schwantner instructed the Board on how to use the information in the monthly Smith Travel Report/STARR Report. The VCB receives a monthly

4 report that compares average daily rates, occupancy data and other information from other resort areas in the state with those that report in our destination. SAPV&B is the smallest destination that is included in the data set. Schwantner reported that according to the Smith Report, St. Johns County occupancy dropped 5.1% for the month as compared to last year. At the same time, Jacksonville s occupancy dropped 12%, so comparatively as a destination, St. Johns County is not doing too badly. Goldman further described the meanings of some of the report s content, described how it is collected and the usefulness of the report in helping the VCB to gauge and compare our destination with other resort areas and destinations. Kathy Fleming suggested that the VCB also share the quarterly report from Florida Attractions Association with the Board so that they are equally aware of the status of that segment of the industry. It was noted that both reports do have limited sharing elements and cannot be published. Cox reported on the VCB s Website Dashboard data provided in the Board packet. The report indicates how long a user stays on our site and the most requested pages on the site. In addition, the report includes geographic location of visitors to the site and other useful information that allow us to monitor what visitors are looking at on our website. Cox asked Jay Humphreys to report on the VCB Communications Department. Humphreys said Coastal Living Magazine had just published a 5-page color feature about St. Augustine that resulted from a visit arranged last year by the VCB for a staff writer and photographer from the publication. The value or the article is about $200,000, but cost the VCB and partners less than $1000 in hosting costs. He also reported that Southern Living featured St. Augustine in its September issue. The feature was valued at $179, 000. He also said that as a result of a VCB-issued news release, the Associated Press just ran a holiday getaway feature that included St. Augustine. Humphreys further reported that in the next couple of weeks, several writers are scheduled to visit the area. One recent visit included the chief scout from Paramount Pictures who was investigating St. Augustine as a potential location for the movie Transformers 3. Even if the destination is not selected, the scout is now familiar with the area and it will may be considered as a location for other films. The Communications Staff also informed the Board about the process that the VCB goes through to vet writers requesting media hosting and noted the staff is available to assist partners in vetting journalists who contact partners directly. New Business:

5 Kathy Fleming informed the Board that NOAA has been contacted by a local citizen organization, Friend of Matanzas, to request designation of the area s waterway as a National Maritime Sanctuary. There is a possibility of having very strict Federal maritime limitations put in place if the designation is successful. It was suggested that the local tourism industry stay involved and be part of the dialogue and process so that any regulations or negative impact that may be imposed on our local tourism and fishing industry are minimal. Fleming will work with staff and the Board to bring information about this and other possible national designations to their attention. It was reiterated that being involved in the process and keeping the dialogue open will help to keep the outcome positive. Chairman Cox requested updates from the public. Paul Williamson, public affairs director for the City of St. Augustine, reported the city is encouraging the public to come downtown through the week by giving $5 parking vouchers to the first 500 residents who come to the Utility Department to pay their water bill. The cards provided will be renewable so that the city can monitor resident s use of public parking. To help prepare for peak holiday visitation, the city also shared parking and event information with all downtown business owners. Bob O Neill requested that the Board thank Charles Cox for his assistance in keeping the VCB running while the search for a new Director was underway. Virginia Whetstone made a motion to adjourn the meeting. The motion was seconded by Mark Schwantner. Approved unanimously. Meeting adjourned at 2:35 p.m. Respectfully Submitted, Barbara Golden

6 SJC Visitor's & Convention Bureau, Inc. Financial Summary November-09 All Balances are reported as of month end Checking Account Balance: Less Outstanding checks: Plus Deposits in transit $ 294, $ 19, BOCC Funds Liability: $ 535, LESS BOCC Funds Incoming NOV $ 328, TOTAL Liabilities: $ 207, VCB Fund Balance: $ 67, VCB: Income for Month $ 24, Expenses for Month: $ 3, VCB Monthly Balance $ 21, BED TAX Income: Oct-09 $ 293, This amount is divided between Admin, Cat 1, Cat 2 & Cat 3.

7 1 United Kingdom United States Blue Fin Building 735 East Main Street 110 Southwark Street Hendersonville London SE1 0TA TN Phone: +44 (0) Phone: +1 (615) Fax: +44 (0) Fax: +1 (615) St. Augustine, Ponte Vedra & The Beaches VCB For the Month of November Date Created: Dec 19, Tab Table of Contents 1 Trend St Johns County, FL 2 Response St Johns County, FL 3 Multi-Segment 4 Trend Select Properties 5 Response Select Properties 6 Help 7

8 Tab 2 - Trend St Johns County, FL St. Augustine, Ponte Vedra & The Beaches VCB For the Month of November Currency: USD - US Dollar Monthly Percent Change Overall Percent Change Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Occupancy ADR RevPAR Occupancy ADR RevPAR Occupancy (%) Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov This Year Last Year Percent Change ADR Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov This Year Last Year Percent Change RevPAR Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov This Year Last Year Percent Change Supply Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov This Year 169, , , , , , , , , , , , , , , , , ,690 1,864,054 1,879,182 1,915,242 2,037,065 2,052,193 2,090,175 Last Year 167, , , , , , , , , , , , , , , , , ,290 1,832,939 1,864,054 1,879,182 2,001,145 2,037,065 2,052,193 Percent Change Demand Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov This Year 102, ,118 89,492 66,637 93,542 83,072 78,336 82,154 95, , ,406 97, , ,011 86,629 71,009 92,467 79,846 1,184,594 1,075,752 1,038,949 1,276,675 1,162,007 1,117,285 Last Year 114, , ,478 88, ,166 90,065 86,255 95, , , , , , ,118 89,492 66,637 93,542 83,072 1,186,709 1,184,594 1,075,752 1,275,992 1,276,675 1,162,007 Percent Change Revenue Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov This Year 11,790,684 11,534,149 9,172,143 6,772,702 10,049,344 8,621,389 7,383,972 7,981,021 10,091,881 11,885,415 11,484,957 11,585,293 10,310,790 11,079,419 7,953,876 6,397,080 8,671,811 7,285, ,084, ,954, ,727, ,245, ,530, ,111,430 Last Year 12,946,000 13,344,477 10,442,566 9,262,481 10,827,491 9,410,453 8,575,986 10,220,475 13,028,833 14,279,008 13,279,190 13,206,984 11,790,684 11,534,149 9,172,143 6,772,702 10,049,344 8,621, ,460, ,084, ,954, ,921, ,245, ,530,887 Percent Change Census % Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Census Props Census Rooms % Rooms Participants A blank row indicates insufficient data. Source Smith Travel Research, Inc.

9 Tab 3 - Response St Johns County, FL St. Augustine, Ponte Vedra & The Beaches VCB For the Month of November 2007 STR Code Name of Establishment City & State Zip Code Aff Date Open Date Rooms Chg in Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D Quality Inn Elkton Elkton, FL Feb Dec Anastasia Inn St Augustine, FL Jun 1999 Jun Anchorage Inn St Augustine, FL Jun 1955 Jun Ascend Collection Castillo Real St Augustine, FL Nov Feb Beacher`s Lodge St Augustine, FL Jan Y Best Western Seaside Inn St Augustine Beach St Augustine, FL Jan Jun Budget Inn St Augustine, FL Closed Holiday Resort Motel St Augustine, FL Y Comfort Inn St Augustine Beach St Augustine Beach, FL May 1990 May Conch House Marina Resort St Augustine, FL Jun 1946 Jun Edgewater Inn St Augustine, FL Hampton Inn St Augustine Beach St Augustine, FL Jul 1997 Jul Hilton Garden Inn St Augustine Beach St Augustine, FL May 1999 May Historic Inn St Augustine, FL Jan 2001 Feb Holiday Inn St Augustine Beach St Augustine, FL Feb 1984 Jun La Fiesta Ocean Inn & Suites St Augustine, FL Jun 1958 Jun La Florecita Inn St Augustine, FL Oct 2007 Jun Ocean Inn St Augustine, FL Dec 2007 Jun Regency Inn & Suites St Augustine, FL Jun 2003 Jan Scottish Inn St Augustine St Augustine, FL Oct 2007 Jun Seabreeze Motel St Augustine, FL Jun 1930 Jun Sleep Inn St Augustine St Augustine, FL May 2000 May St Augustine Beachfront Resort St Augustine, FL May 2001 Jun St Augustine Island St Augustine Beach, FL Nov 2006 Jun Sunrise Inn St Augustine, FL Jun 1952 Jun Super 8 St Augustine Beach St Augustine, FL Jun 2002 Dec Hilton Garden Inn Jacksonville Ponte Vedra Ponte Vedra Beach, FL Oct 2003 Feb Lodge & Ponte Vedra Ponte Vedra Beach, FL Dec 2007 Jul Y Marriott Sawgrass Golf Resort & Spa Ponte Vedra Beach, FL Sep 1987 Sep Ponte Vedra Inn & Club Ponte Vedra Beach, FL Jun 1927 Jun Y 4062 Alhambra Inn & Suites St Augustine, FL Jun 2007 Nov Bayfront Inn St Augustine, FL Jun 1960 Jun Best Western Historical Inn St Augustine, FL Jul 1989 Jul Best Western Spanish Quarters Inn St Augustine, FL Jan 1996 Jun Casablanca Inn On The Bay St Augustine, FL Jun 1993 Jun Closed American Inn St Augustine, FL Y Closed Monson River Front Inn St Augustine, FL Y Closed San Marco Inn St Augustine, FL Jun 1975 Jun Y Closed St Augustine Motel St Augustine, FL May 2006 Jun Y Closed Surf Village Motel St Augustine, FL Y Comfort Inn & Suites St Augustine St Augustine, FL Jul Dec Comfort Suites Downtown St Augustine St Augustine, FL Sep 2004 Sep Country Inn & Suites St Augustine Downtown District St Augustine, FL May 2004 May Courtyard St Augustine St Augustine, FL Jun Jun Cozy Inn St Augustine, FL Jun 1960 Jun Days Inn St Augustine Historic Downtown St Augustine, FL Jan 2006 Jun Y 5398 Econo Lodge St Augustine St Augustine, FL Feb 2002 Jun Economy Inn St Augustine, FL Dec 1993 Jun Fairfield Inn & Suites St Augustine St Augustine, FL Jul Jul Hampton Inn St Augustine Historic District St Augustine, FL Feb 1997 Feb Hampton Inn Suites St Augustine Vilano Beach St Augustine, FL Nov 2007 Oct Hilton St Augustine Historic Bayfront St Augustine, FL Feb 2005 Feb Holiday Inn & Suites St Augustine Historic St Augustine, FL Feb 2002 Feb Holiday Inn Express & Suites St Augustine North St Augustine, FL U/C Howard Johnson Express Historical St Augustine St Augustine, FL Dec 1990 Jun Knights Inn St Augustine St Augustine, FL Dec 2004 Jun La Quinta Inn & Suites St Augustine St Augustine, FL Apr Apr Lantern Lodge St Augustine, FL Marion Motor Lodge St Augustine, FL Jun 1969 Jun Merida Motel St Augustine, FL Jun 1997 Jun Monterey Inn St Augustine, FL Jun 1950 Jun Ocean Blue Motel St Augustine, FL Jun 1976 Jun Ocean Blue Motel II St Augustine, FL Mar 2002 Mar Ocean Sands Beach Inn Motel St Augustine, FL Apr 1994 Apr Preferred Casa Monica Hotel St Augustine, FL Jan Y Quality Inn Historic St Augustine St Augustine, FL Mar 2005 Feb Quality Inn St Augustine St Augustine, FL Jan Apr Ramada St Augustine San Marco Avenue St Augustine, FL Jan 1990 Jun

10 Tab 3 - Response St Johns County, FL St. Augustine, Ponte Vedra & The Beaches VCB For the Month of November 2007 STR Code Name of Establishment City & State Zip Code Aff Date Open Date Rooms Chg in Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D 8276 Red Carpet Inn St Augustine St Augustine, FL Sep 1993 Jun Rodeway Inn St Augustine St Augustine, FL Apr Feb Scottish Inn St Augustine St Augustine, FL Jun 1950 Jun St Francis Inn St Augustine, FL St George Inn St Augustine, FL Travelodge St Augustine St Augustine, FL Feb 1999 Feb Y Vilano Beach Motel St Augustine, FL Jun 1951 Jun Westin St Augustine St Augustine, FL U/C Closed Marineland Ocean Resort St Augustine, FL Jul 1996 Jun Y American Inn St Augustine, FL Jan Jun Best Western St Augustine I 95 St Augustine, FL Oct 1995 Jan Y 729 Closed Quality Inn St Augustine St Augustine, FL Y 6980 Days Inn St Augustine Interstate St Augustine, FL Jun 1972 Jun Grande World Golf Vil St Augustine, FL Aug 2003 Sep Hampton Inn St Augustine I 95 St Augustine, FL Jan 1999 Jan Laterra Resort & Spa St Augustine, FL Jul 2006 Jul Ramada Limited St Augustine St Augustine, FL Nov 1998 Jun Renaissance World Golf Village Resort St Augustine, FL Jul 1999 May Super 8 St Augustine I 95 St Augustine, FL Feb 1997 Sep Wingate By Wyndham St Augustine St Augustine, FL Dec 2006 Dec Closed Ponce De Leon Golf & Conf Ctr St Augustine, FL Oct Y Comfort The World Golf Village St Augustine, FL Feb 1999 Feb Camachee Harbor St Augustine, FL Jun 1993 Jun Total Properties: Monthly data received by STR - Monthly and daily data received by STR Blank - No data received by STR Y - (Chg in Rms) Property has experienced a room addition or drop during the time period of the report A blank row indicates insufficient data. Source Smith Travel Research, Inc.

11 Tab 4 - Multi-Segment St. Augustine, Ponte Vedra & The Beaches VCB Currency: USD - US Dollar For the month of: November Current Month - November vs November Year to Date - November vs November Participation Occ % ADR RevPAR Occ ADR RevPAR Percent Change from November Occ % ADR RevPAR Percent Change from YTD Room Rev Room Avail Room Sold Occ ADR RevPAR Room Rev Room Avail Properties Rooms Room Sold Census Sample Census Sample St Johns County, FL Jacksonville, FL Orlando, FL Fort Lauderdale, FL Miami-Hialeah, FL Hillsborough County, FL Leon County, FL Sarasota-Bradenton, FL Austin, TX Savannah, GA Charleston, SC Daytona Beach, FL A blank row indicates insufficient data. Source Smith Travel Research, Inc.

12 Tab 5 - Trend Select Properties St. Augustine, Ponte Vedra & The Beaches VCB For the Month of November Currency: USD - US Dollar Monthly Percent Change Overall Percent Change Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Occupancy ADR RevPAR Occupancy ADR RevPAR Occupancy (%) Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov This Year Last Year Percent Change ADR Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov This Year Last Year Percent Change RevPAR Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov This Year Last Year Percent Change Supply Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov This Year 217, , , , , , , , , , , , , , , , , ,780 2,358,266 2,422,642 2,414,166 2,579,761 2,647,640 2,638,854 Last Year 218, , , , , , , , , , , , , , , , , ,440 2,320,367 2,358,266 2,422,642 2,526,052 2,579,761 2,647,640 Percent Change Demand Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov This Year 142, , ,066 94, , ,953 95,452 95, , , , , , , ,050 92, , ,087 1,551,597 1,436,203 1,298,975 1,657,371 1,539,224 1,394,427 Last Year 154, , , , , , , , , , , , , , ,066 94, , ,953 1,452,791 1,551,597 1,436,203 1,553,166 1,657,371 1,539,224 Percent Change Revenue Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov This Year 34,583,724 36,560,757 29,684,713 19,580,831 28,202,873 25,032,656 27,880,067 28,028,727 34,825,618 41,266,414 37,488,767 29,287,298 28,015,409 31,460,355 24,678,738 16,647,975 21,037,883 21,784, ,482, ,680, ,521, ,360, ,578, ,401,615 Last Year 37,702,002 37,464,500 32,526,944 23,359,917 33,170,112 30,774,711 30,898,052 38,077,306 46,227,398 57,934,081 45,706,530 38,089,186 34,583,724 36,560,757 29,684,713 19,580,831 28,202,873 25,032, ,296, ,482, ,680, ,640, ,360, ,578,107 Percent Change Census % Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Census Props Census Rooms % Rooms Participants A blank row indicates insufficient data. Source Smith Travel Research, Inc.

13 Tab 6 - Response Select Properties St. Augustine, Ponte Vedra & The Beaches VCB For the Month of November 2007 STR Chg in Code Name of Establishment City & State Zip Code Aff Date Open Date Rooms Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D Preferred The Greenbrier White Sulphur Springs, WV Apr 2007 Jun Y The Cloister Hotel Sea Island, GA Jun 1928 Jun Y Amelia Island Plantation Resrt Amelia Island, FL Jan 2007 Jun Y Lodge & Ponte Vedra Ponte Vedra Beach, FL Dec 2007 Jul Y Marriott Sawgrass Golf Resort & Spa Ponte Vedra Beach, FL Sep 1987 Sep Preferred Casa Monica Hotel St Augustine, FL Jan Y Renaissance World Golf Village Resort St Augustine, FL Jul 1999 May The Shores Resort & Spa Daytona Beach, FL Jun 2005 Jun Y Hammock Beach Resort Palm Coast, FL Jun 2004 Jun Y Preferred One Ocean Resort & Spa Atlantic Beach, FL May Jun Hilton Sandestin Bch Golf Resrt & Spa Destin, FL Dec 1984 Dec Y 5323 Waldorf=Astoria Boca Raton Resort Boca Raton, FL May Jun Y Four Seasons Resort Palm Beach Palm Beach, FL Jan 1994 Dec The Breakers Palm Beach, FL Jun 1994 May Y Loews Don Cesar Resort & Spa St Pete Beach, FL Mar 2003 Jan Y South Seas Island Resort Captiva, FL Mar 2006 Jun Y Pink Shell Beach Resort & Spa Fort Myers Beach, FL Dec 2003 Jun Y Waldorf=Astoria Naples Grande Beach Resort Naples, FL Jan Dec La Playa Beach & Golf Resort Naples, FL Jan 2002 Jun Y Longboat Key Club & Resort Longboat Key, FL Jun 1982 Jun Y Total Properties: Monthly data received by STR - Monthly and daily data received by STR Blank - No data received by STR Y - (Chg in Rms) Property has experienced a room addition or drop during the time period of the report A blank row indicates insufficient data. Source Smith Travel Research, Inc.

14 St. Augustine, Ponte Vedra & The Beaches Visitors and Convention Bureau Monthly Inquiry Report FY SOURCE TYPE OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP Running FYTD Leisure/Directories - - Magazine and Newspaper Inserts Magazines Online Past Marketing Initiatives ,580 Billboard - Television, Out of Home, Outdoor & E-Marketing - Other/Unknown Previous Visitor VCB Referral Friend/ Family Weddings 21 Travel Agent Total for FY ,389 1, ,696 FY09 Totals 6,732 5,661 3,720 7,035 5,702 6,200 4,250 12,031 12,178 14,039 5,343 1,677 84,568 % Change % % % % % % % % % % % % WEB REQUESTS OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP Running FYTD Getaway4Florida.com COSA.com Other/Unknown VISITED BEFORE OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP Running Average Yes 36.0% 28.0% 32.0% No 64.0% 72.0% 68.0% LENGTH OF STAY OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP Running Average 1 day 8.0% 10.0% 9.0% 2 days 11.0% 12.0% 11.5% 3 days 22.0% 21.0% 21.5% 1 week 34.0% 32.0% 33.0% 2 weeks 3.0% 8.0% 5.5% 3 weeks 0.0% 3.0% 1.5% 1 to 3 months 4.0% 2.0% 3.0% Don't Know 18.0% 12.0% 15.0%

15 SIZE OF PARTY OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP Running FYTD 1 6.0% 6.0% 12.0% % 55.0% 107.0% 3 7.0% 6.0% 13.0% % 21.0% 45.0% Unknown 11.0% 12.0% 23.0% ACCOMMODATIONS TYPE OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP Running FYTD All 83.0% 81.0% 164.0% B&B 1.0% 5.0% 6.0% Hotel/Motel 13.0% 12.0% 25.0% RV Park 0.0% 2.0% 2.0% Condo 2.0% 0.0% 2.0% Efficiency/Suite 1.0% 0.0% 1.0% Single Family Home 0.0% 0.0% 0.0% PLANNING TIME OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP Running FYTD Tomorrow to One Month 32.0% 51.0% 83.0% One Month to Three Months 31.0% 25.0% 56.0% Four Months to Eight Months 18.0% 13.0% 31.0% Nine Months or More 6.0% 2.0% 8.0% Unknown or Refused 13.0% 8.0% 21.0% Top States OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG 19 Running FYTD Florida New York Ohio Pennsylvania Georgia Texas North Carolina California

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17 Measurement Dashboard November LM = vs. last month LY = vs. last year B = vs. baseline Good Not Significant Needs Attention ENGAGEMENT Time on Site: 5.51 Minutes Bounce Rate: 32.2% of Home Page Bounce Rate: 48.9% Overall LM LY B % 41.4% SIGNALS OF INTENT TO TRAVEL (SITs) Total conversions 11.5% of total pg views* 18,203 Signals of Intent to Travel See conversion breakdown below. ACTIVITY 29,681 visits LM ADD Pre-Launch Baseline Average 11% 157,389 pg views Engagement 13% LY 101% 92% SOURCES OF TRAFFIC 70% 60% 60% 50% 40% 40% 30% 20% 10% 0% Search Engines Other Sources Previous Year Baseline average percentages: Search Engines: 35% Campaigns: 10% Other: 55% MOST REQUESTED PAGES 1. Home: 20, Nights of Lights/Home: 19, Nights of Lights/Events: 12, Getaway Card: 8, About Nights of Lights: 6, Lodging: 6, Events Calendar: 6, Attractions: 5, Events & Festivals: 4, History: 3,915 CAMPAIGN RESPONSE 2 New Responses 0 Campaign Conversions Top Campaigns: September CONVERSION BREAKDOWN LM VISITORS BY GEOGRAPHY Guide Orders % Property Profile Views 20,712 13% Railcar %

18 Visits by Month vs Visits by Day for This Month November Trended Top 4 Markets for month Orlando Atlanta Jackson St. Petersburg/Tampa International LM Percent Change USA 23,909 8% International 2,366 27% Unique visits for Month Canada 458 Germany 72 UK 175 3% 2% 11%

19 Partnership Report December Inquiries: Endless Summer Realty, Fratelli s Restaurant, no website available Photography by Jackie Hird Partners Applied: Endless Summer Realty, o Vacation Rental Surfside Six, o Private vacation rental King & Bear and Slammer & Squire at World Golf Village o Official golf courses of World Golf Hall of Fame, Partners Approved Previously: The Spice and Tea Exchange of St. Augustine, o Spices, teas, salts and exotic rices S.O.S. Antiques, no website available o Nautical antiques. Shipwreck coins, antique arms, jewelry, ancient artifacts, books and maps. Tours by the Sea, o Segway tours on St. Augustine Beach Brrrberry Frozen Yogurt, o Frozen yogurt, parfaits, fresh fruit, smoothies Partners renewed in December : 4 Total Current Partnership: 214

20 Sales Department Monthly Report for November NOVEMBER MONTHLY 1ST QUARTER TOTALS YEAR TO DATE ANNUAL GOAL % OF ANNUAL GOAL ACHIEVED TOTALS FOR ALL SEGMENTS SITE INSPECTIONS - ALL SEGMENTS % NON HOTEL LEADS - ALL SEGMENTS % TELEMARKETING CALLS - ALL SEGMENTS , % LEADS ISSUED - ALL SEGMENTS % TENTATIVE ROOM NIGHTS - ALL SEGMENTS 769 4,172 4,172 CANCELLED ROOM NIGHTS - ALL SEGMENTS LOST ROOM NIGHTS - ALL SEGMENTS 600 3,925 3,925 DEFINITE ROOM NIGHTS - ALL SEGMENTS , % VCB TRAVEL AGENT GRADUATES % OPT-IN TRAVEL AGENT DATABASE % DESTINATION EDUCATIONAL TOURS % PROMOTIONS % TRADE SHOWS, SALES MISSIONS AND DATES MONTHLY TOTAL 1ST QUARTER TOTAL YEAR TO DATE TOTALS Villages Sales Mission & Mini Tradeshow (Nov. 11, ) Florida Encounter (Nov , ) 1 Luxury Travel (Nov. 30-Dec. 4, ) 1 TOTAL 3

21 Communications Monthly Report 2010 October November December YTD FY10 FY 09 Totals Media Impressions National 9,073, ,039,786 23,113, ,994,230 Florida 1,567, ,004,495 4,571,746 27,247,308 International 15, ,207,495 2,222,495 8,788,967 Web 5,523, ,214, ,738, ,559,971 Broadcast - Events 2,803, ,549,825 6,353,385 28,491,876 Total 18,983, ,016, ,999, ,082,352 Value of Impressions National $129,726 $ 152,777 $282,503 $2,013,864 Florida $28,846 $ 38,657 $67,503 $640,111 International $37,000 $ 39,292 $76,292 $118,817 Broadcast $0 $159,750 Events $17,866 $ 18,622 $36,488 $323,826 Web stories $107,860 $ 157,317 $265,177 $230,819 Total $321,299 $ 406,665 $727,964 $3,487,187 Media Inquiries Answered 13 Media Visitors Hosted: 0 Broadcast Media Hosted: 0 Event News Releases Iss 4 Feature News Releases Is 5 Stories Pitched: 9 VCB Initiated Stories in P 48 Image access 9

22 COMMUNICATIONS DEPARTMENT REPORT: November Jay Humphreys, Communications Director, x2005 Barbara Golden, Communications Manager, x2006 November Media Results: # of print media impressions: 322,214,935 Value of equivalent advertising: $406,665 VCB Generated or Assisted stories in print: Year to Date: # of print media impressions: 418,082,352 Value of equivalent advertising: $3,487,187 VCB Contributed Stories in Publication: AA Going Places: Holiday Merrymaking: Circulation 2,521,974; Publicity value: $27,590 Orlando Sentinel & SF Sentinel: Around Florida: November 1, 8 & 15, St. Augustine Holiday Events Total Circulation: 1,697,808; Publicity value; $10,392 Stories Pitched: Holiday Events Beth Harpaz, AP Results with December feature of B&B tour Jay TraveMedia- Use the Getaway Card for Holiday Travel Jay Media Inquiries: Image Access: Patrick Perry Saturday Evening Post Snet on 11/5/09 for Dec/Jan issue- Barbara Kathy Hagood to accompany feature on Exmainer.com Barbara Tom Cunneff- Links Magazine Access sent on 11/24/09 Barbara Barry Whitehead- Kirby News- images release on 11/6/09 Barbara Rob Finlayson- Guide to Florida Released on 11/17/09 Barbara Ilt Jones, Paramount Pictures, film site selection- Jay and Barbara B-Roll: Ilt Jones, Paramount Pictures, film site selection Jay News Releases: Releases: 11/2/09 St. Augustine Beach to Celebrate 50 th Birthday Jay

23 11/4/09 Planning Underway for Romanza in St. Augustine Jay 11/9/09 Nights of Lights and Winter Wonderland Return to St. Augustine Barbara 11/18/08 Holiday Tour of Inns Set for St. Augustine Jay (AP Story Resulted) 11/23/09 St. Augustine to Celebrate British History in Grand Style Jay This Weekend: November 4, 12, 18 & 25 Writers Hosted: Broadcast and Film: John Elysias, BC Video, Melbourne, St. Augustine locations Jay Ilt Jone, location photos for Transformers 3 -- Jay Marissa Marquez, Hola Noticias, interview regarding plans for 450 th -- Jay Other: Conducted process for Board approval of CAT I Definitions Barbara Provided staff information to new Director Barbara Worked with Beaches Cottages arranging prize redemption for German Sweepstakes winner- Barbara BOD Administrative duties Barbara Attended TPC Hospitality House presentation Barbara Began preparing for Office move- arrange phone transfers, address change to liability insurance, computer server, inventory all assets for county transfer, etc. Barbara Made arrangements for upcoming visits from media, Kathy Hagood, Mary Thurwachter, Warren Resen, Donna Carter Edited VISIT FLORIDA Meetings promotion copy for SAPVB Barbara Wrote and edited content of 2010 Travel Planner Jay