TDC Boar ard d Present esentatio ation FY20 2015 15 - PowerPoint PPT Presentation

TDC Boar ard d Present esentatio ation

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FY20 2015 15 O BJ TIVES BJEC ECTIVE Increas rease Taxabl able e Room Sales To Increas rease Yield Manag age Volume me Targeting rgeting Visitors s By ROI Build ld Bran rand d Awarene reness ss In New New Domestic ic Markets ets Increas rease Internat rnational ional Market et Share re Gro row w Off-pe peak ak Visitati tation Lever verage ge Fundi ding ng Throug rough Expa pande nded d Co-op op

AI AITD TDC C B OARD C AND TES NDID IDATES Mac ac Nod oden en Bar arbara ara Hal alver verst stadt adt Ge Geor orge ge Shef effield ield

Fi Financia ncials

Se September tember FY2 Y201 014 Y 4 YTD TD Bu Budget get FY 2014 Budget FY2014 Budget Description Budget YTD Actual YTD Budget Variance Available NET INCOME $4,632,870 $5,576,590 $4,632,870 $943,720 -$943,720 EXPENSES TDC Admin. 15% $505,758 $647,316 $505,758 $141,558 -$141,558 Marketing - 65% $3,157,018 $2,354,522 $3,157,018 ($802,496) $802,496 Travel Trade - 10% $632,922 $260,308 $632,922 ($372,614) $372,614 Beach Improv. 10%** $337,172 $89,982 $337,172 ($247,190) $247,190 EXP. TOTAL $4,632,870 $3,352,128 $4,632,870 ($1,280,742) $1,280,742 NET $0 $2,224,462 $0 $2,224,462 $2,224,462

Me Metri trics

Se Sept ptember ember 2014 14 ST STR Change Occupancy 65.3% 7.0% ADR $176.96 0.7% RevPar $151.01 7.7% Demand 364,825 6.9% Revenue $76,493,257 7.6%

Occu cupanc ancy y Se September tember 20 2014 14 80.0 70.9 65.3 64.3 70.0 61.2 60.3 59.2 60.0 52.0 50.6 49.9 50.0 38.9 40.0 30.0 20.0 10.0 0.0 Daytona Brunswick Fort Walton St Johns Jacksonville Hilton Head Jacksonville Savannah Amelia Charleston Beach Beach County Beaches Island

AD ADR R Se Septe tember mber 20 2014 14

Re RevPAR AR Sep eptembe ember r 20 2014 14

Comp mp Set et Sep eptembe ember r 20 2014 14

Occu cupanc ancy y YTD TD 20 2014 14

ADR R YTD TD 20 2014 14 $250.00 $209.67 $200.00 $150.90 $147.87 $149.25 $150.00 $94.20 $101.71 $102.16 $112.43 $118.47 $128.11 $100.00 $50.00 $0.00 Jacksonville Savannah Daytona Brunswick St Johns Charleston Jacksonville Hilton Head Fort Walton Amelia Beach County Beaches Beach Island

Re RevPAR AR YTD TD 201 2014

Comp mp Set et 20 2014 14 Y YTD TD 250.0 $209.67 200.0 $151.01 $122.79 $126.18 150.0 $80.59 $89.39 100.0 65.6 72.0 70.8 50.0 0.0 Occupancy ADR RevPar Florida Comp Set Amelia Island

ge FY2 Y201 014 4 Chan ange Percent Change from YTD 2013 Room Room Room Occ ADR RevPAR Rev Avail Sold September YTD Changes Florida 4.1 5.6 9.9 10.7 0.7 4.9 Daytona Beach 3.5 4.7 8.4 8.6 0.2 3.8 St Johns County 5.4 4.5 10.2 8.6 -1.4 3.9 Brunswick 7.5 1.7 9.4 8.9 -0.4 7.0 Fort Walton Beach 0.9 5.4 6.3 10.0 3.4 4.3 Savannah 4.1 6.3 10.7 11.1 0.3 4.5 Charleston 4.8 6.3 11.4 11.8 0.3 5.2 Jacksonville 5.9 5.4 11.6 12.7 0.9 6.9 Jax Beaches 6.5 6.1 13.0 13.0 0.0 6.5 Hilton Head 3.2 8.7 12.2 14.4 2.0 5.3 Amelia Island 6.1 6.0 12.5 18.7 5.5 12.0

end Running Ru ning 12 12 Mo Month Re RevPar ar Tr Trend $200.00 $180.00 $160.00 $140.00 $120.00 $100.00 $80.00 $60.00 $40.00 $20.00 $0.00 Florida Comp Set Amelia Island

TDC Activit ctivity y Update ate

Mar arke keting ting

Project ects Collat llateral eral upda dates es o Vi Visitor or Guide de, , Val alue e Car ard Mark arketin ting g pla lan Adver ertisin tising g pla lan Special ecial even ents ts

Trip Tr p Ad Advi viso sor r – Brand nd US USA Bran and d USA A ba banner ner ad ad program gram Sep eptember ember 15-Oct October ober 6 Targeted Canada and UK IP’s o Flor lorida ida co content ent o Un Unit ited ed Sta tates es co cont nten ent o 2,694 ,694,209 ,209 impressions essions o Average erage CTR TR .12 12%

Ca Cana nadi dian n We Weath ther er Sept ptember ember 1 – No November ember 30 Can anadian adian Weather eather Netw Networ ork o Great ater er Toront onto o an and Mo Montreal treal ar areas as o On Onli line, ne, ta tabl blet et ap app an and iTV o 1,065,0 1,065,000 00 estim timat ated ed impressions essions o Average erage CTR TR of .24% 4% MT MTD o Res eside dence nce Inn n co co-op op

Ca Cana nadi dian n We Weath ther er

Ca Cana nadi dian n We Weath ther er

Chicago Ch go Tr Train n Takeo eover ver Jan anua uary y 12- March Ma ch 22 (1 (10 0 wk wk) Brown wn li line e – downt wntown wn lo loop op Al Also o in ma mark rket t wi with th rad adio o promo motion, tion, Chicago hicago ma magaz azine, ne, and ad an adver ertori orial al

Ch Chicago go Tr Train n Takeo eover ver

Ch Chicago go Tr Train n Takeo eover ver

Cr Crea eati tive ve Evo voluti tion on Creativ eative e evolution olution o Ne Next xt sta tage e of cr creati ative ca campa paign gn o Incor corpora porate e focus cus group up res esear earch ch Vac acat ation ion rental tal ca campa paign ign ext xtension nsion o Ph Photo o shoo oot o Ne New w cr creativ ative

Cr Crea eati tive ve Evo voluti tion on Annual Vis isit it Fl Florid ida Travel el Guid ide

Video Vi deos Meetin Me tings gs - co comple plete Na Natu ture re - co comple plete Leisure sure - editing ting Act ctivities ivities - editing iting Can anadian adian in-langu language age - editing ting Hospi spitality tality emplo ployment yment - co concep nception tion

Octo ctobe ber Med edia o Co Co-ops ops o Southbound thbound (fall/w ll/wint inter) r) o Mo Modern dern Luxur xury y DC o Nash shvill ville Lifest styl yles o Colli linson nson OOS S inse sert - 10/5 o Golf f Ch Channel annel (TV and d di digi gital tal) o AOL email l takeo eover er - 10/15 o Trip p Adv Advisor: isor: o Homepa epage ge Takeo eover er - 10/29 o Brand nd US USA - UK UK & & Canad ada o Canad adian ian Weather er Netw etwork

No Novem vember ber Medi edia o Atl tlan anta ta - photo o co contest est wi winne ner o Chicago icago o Audubon dubon o Local cal Pal Palat ate o Met Met Golf lfer er - FFCG FCG co co-op op o Trip p Advis visor - Homepage mepage ta takeo eover, , 11/1 1/19

In Inte terac activ tive

Exp xpan anding ding Our r Rea each Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

So Soci cial al Hi Highlight hlights Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Bu Buildi ilding ng Comm mmunit unity Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

FB B Eng ngagement agement – Target rget Market rkets Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Partner tnership ship Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

User er-Genera Generated ed Content ntent Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

We Couldn’t Say It Better Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

GA GA-FL Digit gital al Cam ampaign aign Reached 2 Million targeted potential travelers Generated over 11,000 visits to landing page 60% overall conversion ratio Average Display CPC =$0.22 Average Search CPC =$2.40 Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Faceboo ebook Look okalike alike Aud udienc ience 75,000 Impressions 35,000 Reach 3,069 Clicks 4.03% CTR 3,336 Actions $50 500 0 Sp Spent $0.16 6 CPC $6.56 Cost Per Thousand Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

New W w Web ebsi site te Is Br s Brewi wing ng Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Bac Backed ed by R Res esea earch Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

Boo ooking ing Engine ne From 10/1/2013- 9/30/14: 115,551 Room Night Referrals AVERAGE of 317 Referrals/Day Net market revenue from Book Direct: $3,688 865 Average Stay revenue for 12 months for each of 33 lodgings: $111,966/property Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland

• Bid for top placement on Google HPA so the GOOGLE consumer sees you first • Rates & availability pulled from Meta › Direct display within search results listing • Clicks direct consumers to your lodging partner websites to complete the booking, through a branded interstitial Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland