TDC Board Presentation February 2014
GOVERNM NMENT I IN T N THE S SUNS NSHINE Members of the Amelia Island Tourist Development Council are subject to “Gov overnm nment nt i in the he Suns nshi hine ne.” 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 “Governm nment nt i in the S Suns nshi hine ne” ” manual is available for review. If you have any questions regarding “G “Gov overnment i in n the he S Sun unshi hine,” please contact the Administrative Office. CO CONFLICT CT O OF INTERE REST/CODE O OF CO CONDUCT UCT 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. ANTITR TRUST S STA TATE TEMENT 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.
Se Senat ator Aar Aaron Be Bean an
A MELIA I SLAND T OURISM Approximately 519,000 overnight visitors Approximately 519,000 overnight visitors Tourism businesses have a $440 million impact Tourism businesses have a $440 million impact 1 in 4 Jobs are in the tourism industry 1 in 4 Jobs are in the tourism industry Tourism Tourism-rel related r retail s sales t es taxes a es avera rage 3 e 36% of Nassa sau Count ounty’s t tot otal s sales t tax c x col ollections ns Nassau County economy is twice as dependent on Nassau County economy is twice as dependent on tour ourism a as the he a average F Flor orida da c count ounty
Financials
January FY2014 Budget FY 2014 Budget FY2014 Budget Description Budget YTD Actual YTD Budget Variance Available NET INCOME $4,632,870 $2,208,707 $1,987,214 $221,493 $2,424,163 EXPENSES TDC Admin. 15% $505,758 $142,134 $108,910 $33,224 $363,624 Marketing - 65% $3,157,018 $683,085 $941,296 ($258,211) $2,473,933 Travel Trade - 10% $632,922 $99,218 $150,675 ($51,457) $533,704 Beach Improv. 10%** $337,172 $80,349 $40,968 $39,381 $256,823 EXP. TOTAL $4,632,870 $1,004,786 $1,241,849 ($237,063) $3,628,084 NET $0 $1,203,921 $745,365 $458,556
Research
Research
Florida RevPar Increased 8.3%. Comp Set Leader was Jax Beach @ 13.3%
Metrics
January STR Change Occupancy 54.8% 6.7% ADR $152.86 8.9% RevPar $83.75 16.2% Demand 31,523 36.4% Revenue $4,818,590 48.6% Figures represent Amelia Island, not Nassau County
January 2014 $152.86 160 $132.82 140 120 $90.67 $90.27 100 $83.75 68 80 54.8 48.9 $44.84 60 40 20 0 Occupancy ADR RevPar Florida Comp Set Amelia Island
YTD STR Percent Change from January 2013 Room Room Room Occ ADR RevPAR Rev Avail Sold Florida 3.8 4.8 8.8 9.2 0.4 4.2 Fort Walton Beach -5.8 -0.6 -6.3 -4.3 2.2 -3.7 Hilton Head -5.3 11.7 5.8 12.3 6.1 0.5 Daytona Beach 2.4 3.5 6.0 8.3 2.2 4.6 Brunswick 2.4 4.0 6.4 7.2 0.7 3.1 Jacksonville 2.3 4.2 6.5 9.2 2.6 4.9 St Johns County 3.6 3.8 7.5 8.4 0.8 4.4 Jacksonville Beaches 3.9 6.3 10.5 16.8 5.7 9.8 Savannah 4.9 6.7 11.9 10.7 -1.1 3.7 Charleston 13.7 1.2 15.0 15.0 0.1 13.7 Amelia Island 6.7 8.9 16.2 48.6 27.8 36.4 Figures represent Amelia Island, not Nassau County
Adv Adver ertis ising
Campaign to Maximize Amelia Island’s Reach & Awareness
GO GOALS ALS Maximize Amelia Island TDC’s investment in Golf Channel’s Big Break – Florida to increase golf related and general tourism to Amelia Island Leverage Big Break – Florida brand to generate room nights, golf rounds and other tourist activities to Amelia Island for 12 12 mon onths after the he conc onclusion of of the he Am Ameli lia a Is Islan land epis isode through April il 201 2015
Mark arketin ing Pl g Plan an February – May Visit FL promotions FL, GA, SC, NC Digital Display Campaign NY/NJ, PHI, BOS, DC, Email Marketing CHI, NSH, DAL, HOU E-magazine Print Advertising
Digit igital al D Dis isplay ay Camp ampaig aign Google Display – Geo-targeted – Site targeting GolfWeek – Geo-targeted – Run of site & Interstitials Retargeting – Geo-targeted – Contextual, Behavioral, Search
Anim Animat ated B Banne anners
Go Golf. lf.com e m e-Magazine zine
Gol Golf Ge Geor orgia M March/ h/April
Televis vision Ca ion Campaign ign Chicago & Atlanta During Big Break 2014 airing 30 second TV spots During Big Break 2014 Airing on The Golf repeat airing Channel
Pa Part rtner B Banners Created a simple banner for Amelia Island partners to add to their websites directing users to the landing page
ng Pa Page Landi nding
CA CAMPAI AIGN GN P PERFO ERFORM RMAN ANCE CE Measure campaign performance per element Measure golf travel to Amelia Island Provide reporting on monthly basis
Adv Adver ertis ising
Ad Placement Interactive, $184,650, 15% Radio, $51,796, 4% Print, $515,149, 41% Television, $499,966, 40%
Tele elevi vision n – Running March, April, May & June in the following Markets: – Atlanta - $255,570 – Nashville - $102,700 – Savannah - $25,023 – Charlotte - $116,673 Total $499,966
Pro romoti tion ons & & Spe peci cial E Events
ZO ZOOMA 273 273 Room N Nights MID ID - JANUARY
“Best p part i t is (besi sides filling th the r restau auran ant m t most e st evenings) s), we probably we ly ser served 10 100 o or mo more p peo eople t that at h had ad never jo join ined u d us for din dinner – Can an’t w wai ait f for n next y year ear” “Th The g gues ests en enjoyed R Rest estaurant W Week eek an and t that at w was as our busiest w st week i in Januar ary” “We saw e saw our sp spec ecial men menu i increase i in purchases b by 50% 50% from th m the p previous y s year” “I just w t want to t to Thank y you for p putti ting th this e event o on eac each y year ear, t this s was t as the b e busi siest rest estaurant w wee eek y yet et” “Res estaurant W Wee eek w was a as a res esounding su success ss…”
100% 100% O Occu cupanc ncy Addison on Amelia Days Inn Williams House Hampton Inn at Beach Blue Heron OMNI, Amelia Island Plantation Elizabeth Pointe Lodge The Ritz-Carlton, Amelia Island Residence Inn Fairbanks House Amelia Rental Management Hampton Inn – Downtown Amelia South Florida House Amelia Hotel at Beach Comfort Inn Beachside Motel
2014 2014 Upcomin ing g Eve vent nts Mar arch 8 8 Apr April 1 12 May ay 10 10 June 1 e 14 July ly12 Augus ugust 9 9 Sep eptember 13 13 Oct ctobe ber 1 11 Nov ovembe ber 8 8 Dec ecember 13 13
10 th Anniversary Saturday April 12 2014 Atlantic Recreation Center 6am Registration and Check In and Breakfast Events featured: • 18, 36, 62, 100 Mile • Family Fun Ride • Katie Fun Run and Walk
5 th Annual Amelia Island Garden Show Saturday April 19 th 9am – 5pm Sunday April 20 th 9am – 4pm Central Park Growers & Nurseries from around the State Raptor Experience Picnic Bench Dining Court
Coll llateral 2014 Visitor Guide (Polywrap) 2014 Visitor Guide (Polywrap) Atlan anta M a Magaz azine – 60, 60,000 t 000 to o Magazine S Subs ubscribers 25 th th ) – 2, 2,000 Be 000 Best of of At Atlanta G Gift Ba Bags (March 25 ) 14 th th ) – 300 300 Supe uper La Lawyers R Reception on ( (March 14 14 th th ) – 300 300 Supe uper “D “Doc oc’s” R ” Recept ption ( n (Jul uly 14 ) 2014 Value Card 2014 Value Card Artrageous Art Walk Artrageous Art Walk
Trad ade and T and Trav avel Over er 20, 20,000 000 visitors t to t the s e show No North A h Ameri rica’s Pre Premiere T Travel Sho how Attrac actin ing g a unique R Represe sentat atio ion o of the World’ d’s s leadin ing t g touris ism M m Markets
Interactive
Website - Traditional
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