AITDC Board Meeting Wednesday, April 26, PDF Free Download

AITDC Board Meeting Wednesday, April 26, 2017

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, 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. 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.

FINANCIALS

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

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

PERFORMANCE

Occupancy YTD 80.0 70.0 60.0 51.2 56.0 62.8 66.9 70.0 71.7 72.0 73.5 74.2 74.7 50.0 40.0 30.0 20.0 10.0 0.0 Fort Walton Beach Hilton Head Brunswick Daytona Beach Savannah Charleston St Johns County Amelia Island Jacksonville Jacksonville Beaches

ADR YTD $250.00 $216.22 $200.00 $157.95 $150.00 $107.21 $107.93 $112.04 $115.41 $123.52 $130.19 $134.09 $134.65 $100.00 $50.00 $0.00 Brunswick Jacksonville Fort Walton Beach Savannah Hilton Head Charleston Daytona Beach St Johns County Jacksonville Beaches Amelia Island

RevPar YTD $160.00 $158.96 $140.00 $120.00 $117.95 $100.00 $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

Mean YTD 250.0 $216.22 200.0 $159.38 $158.96 150.0 $124.78 $124.40 100.0 78.1 67.3 73.5 $83.64 50.0 0.0 Occupancy ADR RevPar Florida Comp Set Amelia Island

MARKETING

Intern

DIGITAL

A Record Number of Arrivals

Digital: Luxury Campaign Media Partner Creative Web Experience

Digital: Departures

Vacation Rentals FY16 56% Occupancy; Capacity >500,000 = INCREMENTAL OPPORTUNITY

A1A Ocean Islands Trail

INTERNATIONAL

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

Our German Travelers Not price-sensitive Explorer Mindset Compare THE WORLD TO THE WORLD Profile developed with market research and stakeholder input

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

ITB 2017 10,000 exhibitors from 184 countries Tour Operator and Press Meetings Welcome, openness Report in Board Packet

VISIT FLORIDA London Takeover: Year Two

VISIT FLORIDA London Takeover: Influencer

VISIT FLORIDA London Takeover: Digital TV

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

VISIT FLORIDA London Takeover: Value Media Value: $32,299 Amelia Island Investment: $7500

IPW Reception

SOCIAL

Content Studio: Co-Ops in Production Omni Amelia Island Plantation Seaside Amelia Inn Residence Inn Amelia Tavern + Waiting list

Content Studio: Katie Ride Co-Op 68,000 Views #LiveAmelia Coverage for future Rides and wellness content

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

Strategic Initiatives

Leave No Trace 9,000 pounds of debris collected in 2016

Leave No Trace Not limited to beach chairs Includes cans, food trash, shoes, etc.

Leave No Trace Signage and Rack Cards Rack Cards for Lodging Partners Signage at Beach Access Points

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 www.ameliaisland.com/safety

Leave No Trace Beach Safety Video

Leave No Trace Seaside Sculptures

Leave No Trace Outreach Event May 23 5-7pm Sculpture Unveiling Artist Meet and Greet Eco-Tourism Partners Hands-On Art Activity for Kids Sea Turtle Education

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.

Highlighted Media Coverage 360 West - 50,059 circulation

Highlighted Media Coverage 360 West - 50,059 circulation Southern Living - 2.8 million circulation

Highlighted Media Coverage 360 West - 50,059 circulation Southern Living - 2.8 million circulation South Magazine - 20,000 print circulation - 110,000 page views monthly

Executed Promotions South Bend - Winner s trip - Episode of Lunkerville - Airs on NBC, WFN and PBS

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

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

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 - 400+ young professionals

Upcoming Promotions Spartina 449 - Social media promotion and trip giveaway - Southern, coastal demographic - Exposure to 24,000 on Facebook, 13,000+ on Instagram and via e-blasts

Campaigns Never Seen the Ocean - 360 virtual experience to bring the beach to kids in landlocked markets - Allegiant Airlines, Boys & Girls Club - Beach party, kid interviews - Social media, press coverage

Media Outreach First Day of Summer Celebration - Time Inc. Birmingham Offices Chicago Media Mission Charlotte Media Mission South Florida, Orlando, Atlanta Media Appointments

OLD BUSINESS

Ever So Slightly Special Revised production estimate - $400,000 (See appendix) Scout May 8-9 Shoot ~ May 20-24?

NEW BUSINESS

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

AITDC Board Meeting Wednesday, April 26, 2017