november 7, 2018 - amazon s3€¦ · date: wednesday, november 7, 2018 location: omni, amelia...

D TDC

8

AMELIA ISLAN

Board Book NOVEMBER 7, 201

1

AGENDA

2

Date: Wednesday, November 7, 2018 Location: Omni, Amelia Island Plantation, Heron Room

Fernandina Beach, FL 9:00am ________________________________________________________________________

Agenda

I. Call to Order Danny Leeper

II. Approval of September 26, 2018 Meeting Minutes Danny Leeper

III. Public Input (items not on the agenda) 3-minute limit

IV. Financials Gil Langley

• Budget Report • Taxable Revenue Report

V. Performance Metrics Gil Langley

• STR September Report

VI. Program Activity Reports

• Marketing Amy Boek • Social Media/International Kate Harris • Special Events Jamie Fallon

VII. Old Business

• Review & Approval AITDC Ten Year Marketing Plan Executive Summary Gil Langley

• Travel & Trade Show Jaime Fallon

VIII. New Business

• Southern Living Idea House Gil Langley Consider match funding for Amelia Island Museum of History Gil Langley

IX. Invite Board to the Industry Meeting Gil Langley

X. Adjourn

3

MINUTES

4

Board Meeting

Wednesday September 26, 2018 3:00 p.m.

231 Sadler Road, Residence Inn Conference Room

Fernandina Beach, FL 32034

Present: David Caples, Barbara Halverstadt, Bob Hartman, Danny Leeper, Jim

McManemon, Chip Ross, George Sheffield

Absent: Jack Healan, Roy Smith, Donald Stamets

Staff: Gil Langley, Amy Boek, Susan Hurley, Kate Harris Jamie Fallon, Deb

Nordstrom,

I. Call to Order

Meeting was called to order by Danny Leeper at 3:03 p.m.

II. Approval of Minutes – Wednesday June 27th & Monday July 23, 2018 TDC Meetings

A motion was made by Bob Hartman to approve minutes of last meetings, seconded by Jim

McManemon. All approved.

III. Public Input: Items not on the agenda:

No public input.

IV. Financials Gil Langley

Review of the YTD 2018 Budget Budget $6,922,974 Actual $4,677,826 Available $2,245,148

Taxable revenue for FY2018 reported in at $136,117.640. Jim McManemon commented on the increased business has allowed The Ritz-Carlton, Amelia Island to hire 100 additional employees. He also made a point that not all counties are faring this

well and that a great deal of this business comes from the efforts of the TDC..

Bob Hartman commented that due to the increased business, he has been able to raise the salaries

of his employees, which keeps employee turnover low. Bob also made a point that the increase in

travelers is also helping the retail stores on the island.

5

Review of the FY2019 budget of $7,765,555, distributed as mandated by the Strategic Plan.

o Marketing (65%) $5,060,111 o Administration (15%) $1,052,333 o Travel Trade (10%0 $ 701,556 o Beach Maintenance $ 951,555

A motion was made by Jim McManemon to approve the FY2019 Budget, seconded by Barbara

Halverstadt. All approved.

V. Performance Metrics Gil Langley

a) A review of research on the top ranked DMA’s ranked by visitor volume, was presented and showed how using this information will allow the TDC to stay focused on the top

markets that will allow for greater length of stay and an increase in visitors during soft

months.

b) 2018 YTD Occupancy reflects Amelia Island is on top of the comp set with 77.4% and the YTD ADR is at $249.15 and the YTD RevPAR is $192.78.

VI. Program Activity Reports

a) Amy Boek gave an update on the augmented reality project for the 2019 Visitor Guide. The discovery and planning are complete along with the timeline and pre-production

coordination. She showed an example of the Cover Activation and outlined what is next

including promotional strategies and project evolution such as additions and co-ops.

Also reviewed results of a campaign with TripAdvisor, that showed an 82% lift in

visitors to Ameliaisland.com

b) Kaitlin Harris with Hayworth PR reviewed the upcoming PR initiatives. The Fall FAM with traditional media will be September 27th – 30th and focus on local restaurants, shops

and activities. A Dallas Influencer Event in October and a Dickens on Centre Activation

at the Savannah Food and Wine Festival in November.

c) Kate Harris presented case studies of how the Content Studios latest video marketing pieces have allowed us to respond to business needs such as the challenges of perception

due to the Red Tide elsewhere in Florida and the opportunity to gain incremental business

from the multi-billion-dollar health and wellness market.

d) Kate Harris outlined the potential and importance of our International market and compared it to particular domestic markets. International is the only market consistently

growing at double-digit rates. International visitors spend more than domestic travelers,

stay longer, tend to not cancel plans, and enjoy their visits during our soft months. They

demonstrate a sustainable approach to attracting visitors.

e) Jamie Fallon reviewed our upcoming events: Petanque AI Open Event (for which we won the 2018 Flagler Award for Special Event – Petanque Amelia Island Open). The

Wellness Festival and Dickens on Centre Event. New for FY 2019, we can expect to see

more on the Right Whale Festival which is relocating here from Jacksonville Beach.

6

http:Ameliaisland.com

VII. Old Business: Gil Langley

a) Beach Cleaning discussion opened by stating that the current company has had a noticeable improvement in services since July 4th, 2018. The beach cleaning service will

be put out to bid sometime in December 2018.

b) Dawson Associates created a Proposal for the Amelia Island Signing Program. Jim McManemon shared his recent trip to all the cities in our comp set. He commented that

we lack in our signage and our sense of arrival. He made a point to say that this is not just

for the tourist but for our residents also. Jim McManemon made a motion to accept the

proposal authorizing Dawson Associates to move forward. Chip Ross seconded the

motion. All approved.

VIII. New Business:

a) Commissioner Chip Ross opened the discussion on the Beach Trash Proposal. He covered a couple of different types of mechanical technology that could service our

needs, discussed signage, trash cans, pick-up options but made it a point to say we must

have clean beaches. He is going to continue to work with Gil Langley to move forward

with specific ideas. A strong consensus was that the City and the County must work

together on this and that we must continue to educate the residents and visitors to our

beaches.

b) Amy Boek presented the Marketing Plan for FY19 developed by the team. She pointed out six key marketing strategies: data-driven decision making, integrated marketing

approach, consistency of brand identity, aggressive public relations initiatives, expansion

of content studio, and planning and optimization to ensure ROI. She discussed the

Advertising placement budget and closed with the recognition of Amelia Island CVB

winning 3 top Henry Flagler awards for Print Advertising, Special Event and Direct

Marketing as well as 3 Silver Awards for Niche Marketing, Digital Advertising and

Mobile Marketing.

Jim McManemon made a motion to approve the FY2019 Marketing Plan, George Sheffield

seconded it. All approved.

c) Gil Langley thanked the board for nominating him for the 2018 Ultimate CEO award in which he won. He also reviewed the latest information on the AICVB Management

Contract. The practice of the AITDC members serving as members of the AICVB Board

has been discontinued. As a final action, the AICVB Board named the following to

replace the current Board members. As provided in the AICVB re vised Bylaws they are:

➢ Lodging Establishments David Caples Jack Healan

➢ Providers of Experiences George Stewart Arlene Filkoff

➢ At Large Walter Boatwright Tony Quattrochi

➢ President & CEO Charles G. Langley

7

Upon appointing their replacements, all members of the AITDC resigned – effective

immediately – their position on the AICVB Board. In addition, David Caples has resigned his

position on the AITDC to accept the appointment to the new AICVB Board of Directors. After

discussions with Chairman Leeper and at the suggestion of several AITDC members, we present

for consideration Olivia Hoblit, General Manager of Seaside Amelia.

Bob Hartman made a motion to accept the resignations of the AITDC Board members from the

AICVB Board and to accept the replacement AICVB board members. Jim McManemon

seconded the motion. All approved.

IX. Adjourned at 4:30 pm

Approved ___________________, 2018 Tourist Development Council of Amelia Island, Florida

By: _____________________________ By: _______________________________

Danny Leeper, Chair Attest: Gil Langley, Managing Director

8

FINANCIALS

9

Amelia Island Tourism Development Council Monthly Taxable Collections

Actual October November December January February March April May June July August September Total

FY 2010 $3,824,925 $4,127,108 $2,662,768 $3,061,087 $3,872,714 $7,180,869 $7,250,176 $6,771,684 $9,192,997 $11,420,967 $6,161,937 $4,134,125 $69,661,357

FY 2011 $5,117,877 $3,146,563 $2,891,727 $3,057,380 $4,477,079 $8,042,178 $9,089,680 $7,348,455 $9,319,735 $10,455,155 $5,315,503 $4,709,634 $72,970,966

FY 2012 $5,873,108 $4,083,078 $3,224,742 $2,732,955 $4,600,703 $9,471,861 $8,896,159 $7,524,447 $9,654,444 $10,416,601 $6,309,424 $5,300,489 $78,088,012

FY 2013 $5,993,912 $4,252,420 $3,048,178 $3,744,771 $5,098,560 $10,724,414 $10,388,492 $9,925,245 $11,911,552 $12,710,654 $8,908,306 $6,817,183 $93,523,687

FY2014 $7,475,837 $6,034,530 $4,166,409 $5,565,369 $6,515,370 $12,374,283 $12,550,221 $12,039,768 $12,963,890 $14,986,010 $9,814,050 $7,623,141 $112,108,878

FY2015 $8,825,683 $6,296,108 $5,161,284 $6,116,785 $8,198,689 $13,685,610 $13,547,538 $12,378,353 $14,913,734 $16,387,766 $10,972,556 $9,427,872 $124,124,387

FY2016 $9,071,000 $7,228,216 $6,394,566 $6,789,618 $8,508,848 $15,822,132 $13,706,888 $12,461,791 $15,209,784 $17,501,019 $10,522,990 $10,223,465 $133,440,316

FY2017 $8,004,857 $7,920,339 $6,228,205 $7,028,403 $9,634,435 $16,040,637 $15,611,677 $13,478,363 $15,698,386 $18,932,545 $10,027,764 $7,354,342 $135,959,952

FY2018 $10,033,381 $7,804,652 $6,726,088 $7,507,735 $9,731,687 $17,354,427 $15,246,878 $14,503,248 $17,129,686 $18,306,670 $12,131,307 $10,292,877 $146,768,636

% Change 25.34% -1.46% 7.99% 6.82% 1.01% 8.19% -2.34% 7.60% 9.12% -3.31% 20.98% 39.96% 7.95%

FY2018 Projected $8,091,750 $8,299,975 $6,524,300 $7,360,150 $10,086,500 $16,817,425 $16,371,525 $14,130,325 $16,439,375 $19,722,325 $10,505,600 $6,088,250 $140,437,500

FY2018 Actual $10,033,381 $7,804,652 $6,726,088 $7,507,735 $9,731,687 $17,354,427 $15,246,878 $14,076,436 $17,129,686 $18,306,670 $12,131,307 $10,292,877 $146,341,824

% Change 24.00% -5.97% 3.09% 2.01% -3.52% 3.19% -6.87% -0.38% 4.20% -7.18% 15.47% 69.06% 4.20%

YTD

FY2017 $8,004,857 $15,925,196 $22,153,401 $29,181,804 $38,816,239 $54,856,876 $70,468,553 $83,946,916 $99,645,302 $118,577,847 $128,605,610 $135,959,952 $135,959,952

FY2018 $10,033,381 $17,838,033 $24,564,121 $32,071,856 $41,803,543 $59,157,970 $74,404,848 $88,908,096 $106,037,782 $124,344,452 $136,475,759 $146,768,636 $146,768,636

% Change 25.34% 12.01% 10.88% 9.90% 7.70% 7.84% 5.59% 5.91% 6.42% 4.86% 6.12% 7.95% 7.95%

Bed Tax

FY2017 $319,302 $316,190 $248,545 $280,387 $384,248 $640,664 $623,677 $538,298 $626,262 $751,326 $400,213 $294,173 $5,423,285

FY2018 Projected $323,670 $331,999 $260,972 $294,406 $403,460 $672,697 $654,861 $565,213 $657,575 $788,893 $420,224 $243,530 $5,617,500

FY2018 Actual $400,468 $311,714 $265,463 $302,977 $388,594 $693,178 $607,274 $562,246 $685,881 $727,653 $606,880 $513,369 $6,065,697

23.7% -6.1% 1.7% 2.9% -3.7% 3.0% -7.3% -0.5% 4.3% -7.8% 44.4% 110.8% 8.0%

FY2014 $112,108,878

FY2015 $124,124,387

FY2016 $133,440,316

FY2017 $135,705,610

FY2018 $146,341,824

$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

$100,000,000

$120,000,000

$140,000,000

$160,000,000

FY2014 FY2015 FY2016 FY2017 FY2018

$112,108,878 $124,124,387

$133,440,316 $135,705,610 $146,341,824

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

$16,000,000

$18,000,000

$20,000,000

October November December January February March April May June July August September

FY2014 FY2015 FY2016 FY2017 FY2018

Monthly Trend

14

RESEARCH

15

Date Created: Oct 17, 2018

Amelia Island Tourist Development Council For the Month of September 2018

Table Of Contents 1

Multi -Segment 2

Trend Amelia Island+ 3

Response Amelia Island+ 4

Help 5

735 East Main Street, Hendersonville, TN 37075 USA Blue Fin Building, 110 Southwark Street, London SE1 0TA T : +1 615 824 8664 T : +44 (0)20 7922 1930 [email protected] www.str.com [email protected] www.str.com

The STR Destination Report is a publication of STR, Inc. and STR Global, Ltd., and is intended solely for use by paid subscribers. Reproduction or distribution of the STR Destination Report, in whole

or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to the STR Destination Report, please contact us immediately.

Source: 2018 STR, Inc. / STR Global, Ltd. trading as "STR ".

16

http:www.str.commailto:[email protected]:www.str.commailto:[email protected]

Tab 2 - Multi-Segment Currency: USD - US Dollar Amelia Island Tourist Development Council

For the month of: September 2018

Current Month - September 2018 vs September 2017 Year to Date - September 2018 vs September 2017 Participation

Occ % ADR RevPAR Percent Change from September 2017 Occ % ADR RevPAR Percent Change from YTD 2017 Properties Rooms

Room Room Room Room Room Room

2018 2017 2018 2017 2018 2017 Occ ADR RevPAR Rev Avail Sold 2018 2017 2018 2017 2018 2017 Occ ADR RevPAR Rev Avail Sold Census Sample Census Sample

Florida 62.5 66.1 115.65 115.34 72.28 76.22 -5.4 0.3 -5.2 -3.1 2.2 -3.4 74.3 74.2 145.84 139.08 108.34 103.23 0.1 4.9 5.0 6.6 1.6 1.6 3762 2193 439091 327728

Jacksonville, FL 69.1 69.0 109.68 101.92 75.74 70.35 0.0 7.6 7.7 8.2 0.5 0.5 74.7 72.4 116.35 109.97 86.88 79.57 3.2 5.8 9.2 10.2 0.9 4.2 271 191 27463 22538

Jacksonville Beaches, FL 65.8 56.2 162.60 146.54 106.97 82.32 17.1 11.0 29.9 29.3 -0.5 16.5 74.4 72.3 176.83 167.38 131.58 121.06 2.9 5.6 8.7 9.0 0.3 3.2 98 60 7821 6558

Savannah, GA 67.7 62.8 113.52 113.00 76.80 70.98 7.7 0.5 8.2 12.6 4.1 12.1 72.1 72.1 119.08 117.24 85.87 84.48 0.1 1.6 1.7 3.7 2.0 2.1 177 137 16026 14005

Brunswick/Kingsland, GA 58.4 48.6 133.28 113.15 77.83 55.04 20.1 17.8 41.4 35.6 -4.1 15.1 65.6 62.0 137.14 127.28 90.03 78.92 5.9 7.7 14.1 10.3 -3.3 2.4 88 58 6879 4908

Daytona Beach, FL 54.3 56.6 100.52 97.16 54.62 54.96 -4.0 3.5 -0.6 2.8 3.4 -0.6 67.2 65.1 122.90 120.88 82.56 78.73 3.1 1.7 4.9 10.0 4.9 8.2 180 73 13485 8529

Charleston, SC 58.8 66.2 136.25 135.47 80.18 89.73 -11.2 0.6 -10.6 -6.0 5.2 -6.5 75.1 77.2 144.56 144.01 108.55 111.15 -2.7 0.4 -2.3 2.5 5.0 2.2 197 142 20962 16663

Nassau County, FL 67.6 56.8 194.82 170.46 131.78 96.80 19.1 14.3 36.1 36.1 0.0 19.1 74.8 74.7 219.64 205.55 164.33 153.54 0.2 6.9 7.0 7.0 0.0 0.2 24 14 2264 1978

St Johns County, FL 59.4 57.4 133.73 122.46 79.46 70.34 3.5 9.2 13.0 15.6 2.3 5.8 68.9 67.1 143.92 136.43 99.09 91.49 2.7 5.5 8.3 12.0 3.4 6.1 81 46 6026 4502

Hilton Head/Beaufort, SC 50.0 52.8 162.36 155.24 81.11 81.95 -5.4 4.6 -1.0 -2.3 -1.3 -6.6 64.3 67.0 180.41 170.00 116.02 113.92 -4.0 6.1 1.8 0.7 -1.1 -5.1 45 33 6085 4496

Fort Walton Beach, FL 58.3 59.0 143.28 137.30 83.59 81.06 -1.2 4.4 3.1 4.8 1.7 0.5 64.6 64.7 167.64 162.82 108.35 105.34 -0.1 3.0 2.9 4.5 1.6 1.5 94 53 10723 7082

A blank row indicates insufficient data.

The STR Destination Report is a publication of STR, Inc. and STR Global, Ltd., and is intended solely for use by paid subscribers. Reproduction or distribution of the STR Destination Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to the STR Destination Report, please contact us

immediately. Source: 2018 STR, Inc. / STR Global, Ltd. trading as "STR".

17

50 9.0

40 8.0

30 7.0

20 6.0

10 5.0 0 4.0

-10 3.0

-20 2.0

-30 1.0

-40 0.0 Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Year To Date Running 12 Months

Occupancy ADR RevPAR Occupancy ADR RevPAR

Tab 3 - Trend Amelia Island+ Currency: USD - US Dollar

Amelia Island Tourist Development Council

For the Month of September 2018

Monthly Percent Change Overall Percent Change

Occupancy (%) 2017 2018 Year To Date Running 12 Months Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2016 2017 2018 2016 2017 2018

This Year 86.3 79.1 85.7 86.8 69.5 52.0 72.8 63.8 51.7 58.0 76.0 81.0 80.9 78.5 83.6 86.7 74.6 69.1 75.6 75.6 76.5 71.8 70.9 73.0

Last Year 78.7 74.8 81.9 87.8 73.5 72.9 55.9 64.0 51.4 57.6 79.0 84.3 86.3 79.1 85.7 86.8 69.5 52.0 74.8 75.6 75.6 70.6 71.8 70.9

Percent Change 9.7 5.8 4.6 -1.2 -5.4 -28.7 30.2 -0.2 0.5 0.7 -3.9 -4.0 -6.3 -0.8 -2.5 -0.1 7.3 32.8 1.1 0.0 1.2 1.7 -1.2 3.0

ADR 2017 2018 Year To Date Running 12 Months Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2016 2017 2018 2016 2017 2018

This Year 262.63 245.35 246.17 253.52 202.80 199.41 202.86 187.07 184.17 184.31 204.62 296.34 274.03 262.30 261.79 265.07 217.12 217.41 226.71 231.31 246.00 218.37 223.28 234.39

Last Year 258.22 238.45 244.77 243.55 196.31 204.55 202.94 188.35 183.52 171.92 190.43 267.37 262.63 245.35 246.17 253.52 202.80 199.41 220.99 226.71 231.31 212.64 218.37 223.28

Percent Change 1.7 2.9 0.6 4.1 3.3 -2.5 0.0 -0.7 0.4 7.2 7.5 10.8 4.3 6.9 6.3 4.6 7.1 9.0 2.6 2.0 6.3 2.7 2.2 5.0

RevPAR 2017 2018 Year To Date Running 12 Months Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2016 2017 2018 2016 2017 2018

This Year 226.78 194.07 211.06 220.01 141.04 103.68 147.63 119.44 95.21 106.88 155.51 240.04 221.65 205.79 218.82 229.74 162.01 150.13 171.42 174.83 188.10 156.76 158.32 171.13

Last Year 203.34 178.33 200.58 213.87 144.29 149.22 113.41 120.55 94.42 99.05 150.52 225.48 226.78 194.07 211.06 220.01 141.04 103.68 165.19 171.42 174.83 150.08 156.76 158.32

Percent Change 11.5 8.8 5.2 2.9 -2.3 -30.5 30.2 -0.9 0.8 7.9 3.3 6.5 -2.3 6.0 3.7 4.4 14.9 44.8 3.8 2.0 7.6 4.4 1.0 8.1

Supply 2017 2018 Year To Date Running 12 Months Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2016 2017 2018 2016 2017 2018

This Year 55,590 57,443 55,590 57,443 57,443 55,590 57,443 55,590 57,443 57,443 51,884 57,443 55,590 57,443 55,590 57,443 57,443 55,590 506,415 505,869 505,869 677,075 676,407 676,345

Last Year 55,650 57,505 55,650 57,505 57,505 55,650 57,505 55,590 57,443 57,443 51,884 57,443 55,590 57,443 55,590 57,443 57,443 55,590 506,415 506,415 505,869 677,075 677,075 676,407

Percent Change -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 -0.1 0.0 0.0 -0.1 0.0

Demand 2017 2018 Year To Date Running 12 Months Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2016 2017 2018 2016 2017 2018

This Year 48,001 45,438 47,660 49,850 39,949 28,904 41,804 35,494 29,697 33,310 39,432 46,529 44,963 45,069 46,465 49,785 42,861 38,387 382,900 382,351 386,801 486,035 479,618 493,796

Last Year 43,823 43,007 45,602 50,497 42,266 40,595 32,135 35,579 29,553 33,094 41,012 48,443 48,001 45,438 47,660 49,850 39,949 28,904 378,558 382,900 382,351 477,891 486,035 479,618

Percent Change 9.5 5.7 4.5 -1.3 -5.5 -28.8 30.1 -0.2 0.5 0.7 -3.9 -4.0 -6.3 -0.8 -2.5 -0.1 7.3 32.8 1.1 -0.1 1.2 1.7 -1.3 3.0

Revenue 2017 2018 Year To Date Running 12 Months Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2016 2017 2018 2016 2017 2018

This Year 12,606,711 11,148,025 11,732,592 12,637,847 8,101,847 5,763,741 8,480,505 6,639,946 5,469,154 6,139,451 8,068,600 13,788,349 12,321,406 11,821,433 12,164,009 13,196,708 9,306,155 8,345,542 86,807,489 88,442,294 95,151,653 106,135,949 107,088,763 115,741,258

Last Year 11,315,816 10,255,069 11,162,159 12,298,363 8,297,389 8,303,834 6,521,567 6,701,412 5,423,490 5,689,685 7,809,819 12,952,027 12,606,711 11,148,025 11,732,592 12,637,847 8,101,847 5,763,741 83,656,227 86,807,489 88,442,294 101,618,323 106,135,949 107,088,763

Percent Change 11.4 8.7 5.1 2.8 -2.4 -30.6 30.0 -0.9 0.8 7.9 3.3 6.5 -2.3 6.0 3.7 4.4 14.9 44.8 3.8 1.9 7.6 4.4 0.9 8.1

2017 2018 Census % Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Census Props 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15

Census Rooms 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853

% Rooms Participants 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3

A blank row indicates insufficient data.

The STR Destination Report is a publication of STR, Inc. and STR Global, Ltd., and is intended solely for use by paid subscribers. Reproduction or distribution of the STR Destination Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to the STR Destination Report, please contact us immediately. Source: 2018 STR, Inc. / STR Global, Ltd. trading as "STR".

18

ACTIVITY REPORTS

19

Tourism Activity Report

October 2018

Mission Statement Created by the Nassau County Board of County Commissioners in 1988, the Amelia Island Tourist Development Council (AITDC) oversees the development and marketing of Amelia Island as a world-class tourism destination. As provided by Florida law, the AITDC is responsible for the expenditure of revenues received from the levy and imposition of the tourism development tax. The goals of the AITDC are to generate visitation to Amelia Island and its attractions/special events, thereby increasing tax revenues, including sales taxes and those imposed on the ho spitality industry. In turn, those tax revenues may be used to improve the quality of life for the citizens of the community, provide support for beach re-nourishment, and ensure a viable hospitality industry.

The key focus areas of Amelia Island TDC are:

Events & Promotions: Marketing: Public Relations:

• Visitor Services • Strategy • Writers • Conferences/Meetings • Advertising • Coverage • Travel Trade Shows • Content/Social • Press Releases • Events • Website • Promotions

• Collateral

20


Events & Promotions

Visitor Services

AMELIA ISLAND WELCOME CENTER

o Welcomed 2,805 visitors.

o Trip Advisor listing as one of “top 10 things to do.”

o Research survey data collected daily and tracked.

o Welcomed 8 motor coach tour, prepared 320 welcome bags.

o Prepared 195 welcome packets for 4 group visits.

Visitor Guide fulfillment totaling over 2500 per month.

Weekly distribution of collateral to all lodging and hospitality partners island wide.

Monthly STR report and Sales Tax tracking.

Assist with welcome and registrations of large groups or meetings as needed.

Conferences/Meetings Main Street board and organization Ongoing work with Cvent on RFP’s meetings

Monthly Historic FB Association meeting Monthly Jax Sports Council meetings

Monthly Northeast Florida Restaurant & Monthly City Event Committee meetings

Lodging Association meeting Dickens Merchant Meeting

Monthly Florida’s First Coast of Golf Dallas Media Influencer Event meeting

Travel Trade Shows

UK Trade and Media Event in London, Brand USA movie premiere

Events/Holidays

Artrageous Artwalk every 2nd Saturday GA/FL Game Halloween Sounds on Centre

Upcoming Events:

Amelia Island Wellness Festival

o Final planning with RCAI

o Talent has been tagging AIWF in all social media postings

o Confirmed Event status – on going


21


o Ticket Sales – 60 attendees

o Boosting AIWF Instagram Page

o Wellness video on biking launched on Facebook.

o Last minute promotional pushes to increase attendance – launched purchase email list blasts w Digital Edge, offered lodging partners friends and family rate,

Petanque Amelia Island Open

o 189 of 200 team slots taken

o Planning with Fernandina Beach Main Street, Amelia Island Boules Club, and United Petanque secured

o Four food vendors secured and paid

o All logistics and contracts have been received for operations, payments in process

o sponsorships received from Pernod Ricard and PJD’s

o Insurance and Event permit applications approved

o A/V with CAV Sound secured

o Merchandise purchased for AICVB to sell ordered and received

o Continuing planning of logistics, rentals, and schedules.

Dickens on Centre & Holidays

o Walk throughs with Fanvergence, AVL, electrician

o Dickens After Dark – launched ticket sales, creating 2 promo posters

o Completed :30 video for promo

o Finalizing bar sponsors

o Finalized holiday lighting permission process; added pops for holiday lighting to post office and courthouse. Installation scheduled for first week of November;

o Hosted DOC merchant meeting 10/16

o Outreach to 3rd parties for holiday event info/calendar listings

o Updating landing page info

o Finalized contracts for event security w/ CSC, cleaning w/ Rollins & Snelling,

o Purchasing toys for Kid Zone w/ local Villa Villekula; reusable fencing for bar; bars & entrance pieces by Fanvergence; kids craft;

o Recruiting volunteers for general and newsie rolls; planning improv training for 11/3

o Working on room blocks

o Sponsorship proposal for D.S. Wares Homes

o Created/promoting Facebook events for festival + DAD

Zooma Florida

o AICVB Sponsored the Sunday morning Sunrise Yoga

Amelia Concours Week

o Updated print and digital banner ad creative, trafficking for media buys.

o Updating landing page

Right Whale Festival – received confirmation of 2019 event relocating to Amelia Island


22


Marketing

Strategy

Finalized Marketing Plan for FY2019

o Continuing development of editorial calendar and dashboard for FY2019 for internal and external team use for collaboration, performance scorecard

o Scheduled annual industry meeting for 11/7

o Working on industry meeting presentation

Augmented Reality App Project - Continuing work with Miles Media to implement an augmented

reality program into our marketing efforts through advertising, collateral and in-marketing

activations;

o Working with partners to obtain: release for deceased persons likeness for MaVynee Betsch; Uncle Charlie images; Fort Clinch info, etc.

o Proofing, editing, communicating with Miles on animations, UX/wireframes, scripts, and content

o Proofing Visitor Guide content

Continuing development of potential trade show booth which can be used for consumer and industry trade events as well as potentially for out-of-market marketing executions.

Media planning

o Negotiating / placing media buys with:

▪ Conde Nast Traveler

▪ Orlando magazine – November, Dickens

▪ WJCT (Jacksonville NPR) – Dickens flight

▪ Travel + Leisure

▪ Action News Jax – Dickens

▪ Mini mag program w/ Whitney Dick – up to 5 markets

▪ Conversant

▪ New York Times

▪ Toronto Star

▪ Flamingo Magazine – Concours Week, Restaurant Week

▪ Atlanta Journal Constitution – Super bowl promotion

▪ Garden & Gun

Media Trafficking

o Conde Nast Traveler advertorial, crown unit, FB canvas, native articles

o Garden & Gun – holiday gift guide, +spring advertorial writer visit


23


o Sojern

o Conversant

o Toronto Star

o Travel + Leisure – +writer visit planning

Partner outreach on local community impact - # of and $ value of local vendor usage

Finalized ESS long form video

Ongoing partner communication re: red tide

Announcement of Conde Nast Traveler Readers’ Choice Awards - #2 island in the U.S.

Collateral

Value Card 2019 – working on offer recruitment w/ partners; reaching out for design estimates

Artrageous Artwalk – partner outreach to collect 2019 info for brochure; design estimate requests

Content Studio

Recognized with Gold HSMAI Adrian Award for best Digital Video: “Provence on Amelia”

Released three #LOVEAMELIA Wellness Spotlights: Egan’s Creek Park, Biking and Walking on Amelia, The Surf Smoothies and Healthy Options. Aligned with promotion for Wellness Festival

Completed initial setup of integrated content calendar and dashboard to plan, align, and coordinate

messaging with organic and paid promotion

Blog posts

Finishing production on #LOVEAMELIA The Real Treasure Island, preparing as one piece and as

two episodes for testing and release options

Social

Facebook post reach increased by over 60%, reaching over 380,000 people.

Overall, combining posts, page, and paid promotion, reached 854,000

Top performing posts included

Spotlight on Condé Nast Traveler Readers’ Choice Awards - #2 island in the U.S

Website

Enhancements to tagging on blog posts and photos ongoing; enhances SEO and social sharing


24


Over 80% of users are new users. Their top affinities are News and Politics, Food and Dining, and

Travel, especially Air Travel

Session duration and page views still increasing over last year; bounce rate continues to decline

International

Recognized with Silver HSMAI Adrian Awards for international trade events in both target countries:

The European Elvis Festival in Frankfurt and the Dickens on Centre In London Dickens House

event.

UK Sales Mission:

Represented The Ritz-Carlton, Amelia Island and the destination at Remembering Audrey Hepburn

event in London featuring Hepburn’s son Luca Dotti, stars of Downton Abbey, and the Overtones.

400 select guests included upscale British business and media audience. Event presence:

• Amelia’s Blossom signature cocktail presented to all upon arrival with signature card

• RCAI logo on signature flowerboard photo station photographed thousands of times

• Guests at Amelia Island, Cellet, and VIP tables received Salt gift, Amelia Island card with handwritten note, photo contact cards

• Two full page ads and head of sponsor/partner listing in program • Hosted table with tour operators and media.

Event results:

• WOW Air has agreed to offer an open number of complimentary tickets for media trips and

Amelia Island travel to London event in December; already confirmed the 4 tickets for the

Family Traveller promotion.

• Best Magazine, top womens’ publication (readership of 380,500) providing dedicated double page advertorial with fact box to include tour operator booking offer at no charge.

• Planning media trip for Paul Harris, creating itinerary for late winter media trip for Jamie

Tabberer

• Cellet will be following up with all guests to showcase and encourage AI features,

opportunities for 2019

Additionally, met with top upscale tour operators and did trainings for travel agents:

• Vacations to America • Jetset • America As You Like It • Travel Mole


25


Media Interview with James Rampton, writing for Daily Mail, Independent.co. uk, Daily

Telegraph. Has pitched a feature to The Travel Magazine, upmarket travel website with 2.8

million Twitter followers.

Negotiated with Family Traveller Magazine for targeted promotion to run in peak decision time

of January 2019, reducing costs by close to 50% and adding digital components and

sweepstakes promotion in Waitrose, UK’s top premium supermarket. Magazine just won UK

‘Consumer Publication of the Year – Print’ at the Travel Media Awards on 17th October 2018,

beating competitors from Condé Nast Traveller, Lonely Planet Traveller and Which? Travel.

Appointments to explore connections with the real Princess Amelia for use in future promotions,

events, media placement, and content pieces. Included meeting with luxury perfume house

Floris, royal warrant holder since 1730, and visits to two venues where Princess Amelia Iived,

both could be possible locations for events as well as for joint venture with Amelia Island

Museum of History. Considering ongoing way to tie-in to ever-increasing interest in British

Royals and the fact that no other competitive destination can claim this special connection.

Attended Brand USA London Premiere of their IMAX Film America’s Musical Journey. Met

executives from USATours, Silver Travellers, Delta Airlines, Independent Air Tours, Travelpack,

and Brand USA CMO

Germany: Negotiated co-op with America Journal, special interest magazine in Germany with

high recognition among USA travelers. 69% of readers have HHI $182,000 and above, 145,000

subscribers. Explorer Fernreisen is leading tour operator sharing cost and providing cross-

distribution opportunities.

Advertising (Paradise)

Agency began working on the Ever So Slightly Enchanting digital banners and prepared to export

them

Agency created and delivered the animated Ever So Slightly Rewarding digital banners

Agency finalized the Ever So Slightly long-form video and delivered all assets to the client

Agency began updating creative for Concours Week 2019

Agency resized a print ad for Flamingo Magazine based on Concours Week 2019 creative


26

http:Independent.co


Agency delivered print ad to Conde Nast Traveler for the January/February 2019 issue

Agency worked on resizing Ever So Slightly Romantic digital banners for TheStar.com media buy

Agency delivered wallpaper and print ad banner digital assets to TheStar.com

Agency media team met with the following media vendors for potential partnership:

o USA Today Network

o Northstar

o Threshold360

o Premion OTT (via WTSP-TV)

o Conversant

o Outfront Media

Upcoming – November Agency to deliver final Concours Week 2019 creative to client

Agency to submit Concours Week 2019 print ad to Flamingo Magazine

Agency to deliver Ever So Slightly Enchanting digital banners to client

Client to provide final direction on 2019 Value Card and 2019 Artrageous Brochure

Public Relations

Coordinated and executed Fall for Amelia FAM including arranging all comped meals and activities,

arranging transportation, welcome letters, turn-down amenities, and communication with all

participating partners, CVB team, and attendees

Secured Amelia Island as a stop on Visit Florida’s April FAM for Canadian media. Working with Visit

Florida team to prepare itinerary

Hosted call with Travel + Leisure writer, Macy Sirmans, to determine story angle and activities of

interest. Secured accommodations at the Omni and comped meals and activities Coordinated

itinerary and maintained communication with all participating partners and writer

Press/Outreach

Drafted and distributed press release announcing results of Flagler Awards

Provided Wellness Fest information and images to WHERE First Coast Magazine

Compiled information and images to be uploaded to USBs for Governor’s Conference media table

Created advertorial content for November issue of Chicago Mag

Created advertorial content for Dec/Jan issue of National Geographic Traveler


27

http:TheStar.comhttp:TheStar.com


Provided information about late 2018 and 2019 events to The Beacon Newspapers

Drafted and distributed press release announcing Conde Nast Traveler ranking as #2 Top U.S.

Island

Drafted 2019 Events release

Drafted announcement of Gil Langley being named an Ultimate CEO and distributed to local outlets

Factchecked Amelia Island’s article in 2019 edition of Northeast Meetings + Events

Pitched The Ritz-Carlton, Amelia Island’s Gingerbread Pirate Ship to holiday roundup leads.

Provided Ritz-Carlton, Amelia Island’s Gingerbread Pirate Ship and holiday events additional

information and images to freelancer Beth Lubrecki

Promotions/Partnerships

Coordinated prize fulfillment for winner of the Shoptiques/Southern Kitchen promo, and provided

participating partners with sweepstakes results and email database

Coordinated this year’s SE Toyota promotion with Seaside Amelia Inn for FL/GA game

Hosted call with OpenTable to explore earned opportunities for promoting Restaurant Week

Presented opportunity to partner with Daniel Wellington for co-branded content trips for influencers

Events

Coordinated all aspects of Dallas media activation. Created invite list, distributed invites, selected

menu, coordinate AV setup, selected details and décor, secured host property for trip giveaway,

and maintained communication with all contacts, and media attendees

Hosted calls with Kristine Kennedy to determine photo shoot backdrop for Food & Wine Fest to

promote Dickens event

Communication

Provided publicity and activity reports


28

OLD BUSINESS

29

AMELIA ISLAND TEN YEAR MARKETING PLAN

2019 - 2029

For the past 30 years, the Amelia Island Tourist Development Council and the Nassau County Board of County Commissioners have followed a voter approved Strategic Plan with great success. The stated goal is to enhance the economy of Nassau County by increasing the visitation, length of stay, and expenditures by guests in pursuit of pleasure, business, and meeting/convention activity. Achieving those goals has resulted in a vibrant employment market – supporting 1 in 4 jobs. Many of those jobs are in the service industry, fueled by visitor spending, which results in 38% of all retail sales in Nassau County. The tourism industry annually generates over $40 Million to Nassau County government, saving each household $3,400 in state and local taxes. The AITDC is committed to “staying the course,” which has produced enviable results – establishing the tourism industry as a critical component of the local economy and has improved the quality of life for residents and visitors alike. A large reason for success is defining our scope. MISSION Maximize the positive economic impact of a sustainable tourism industry that enhances the quality of life on Amelia Island. VISION Inspire targeted travelers to come make memories on Amelia Island as well as to return, and to share their experiences. GOAL Generate visitation to Amelia Island and its attractions/special events, thereby increasing tax revenues, including sales tax and those imposed on the hospitality industry. In turn, those tax revenues may be used to improve the quality of life for the citizens of the community, provide the support necessary for beach re-nourishment, and ensure a viable hospitality industry. GUIDING VALUES

Protect natural, historic, and economic resources Cultivate collaboration - and be open to acting on inspiration Stay ready and willing to evolve with disruptive technologies Continually experience the community through visitors’ eyes Take responsible risks to improve performance Expect excellence as a standard, not as an exception Focus on outcomes, solutions, and achievements

1

30

BACKGROUND

The Amelia Island Tourist Development Council Created by the Nassau County Board of County Commissioners in 1988, the Amelia Island Tourist Development Council (AITDC) oversees the development and marketing of Amelia Island as a world-class tourism destination. As provided by Florida law and County ordinance, the AITDC is responsible for the expenditure of revenues received from the levy and imposition of the tourism development tax.

Amelia Island Convention & Visitors Bureau, Inc. The Amelia Island Convention & Visitors Bureau (AICVB) was created in 2008 to serve as the catalyst for tourism development on Amelia Island. A 501(c)6 corporation, the AICVB serves as the management company for the Amelia Island Tourist Development Council, and is responsible for implementing the programs of the AITDC. Among the duties of the Convention & Visitors Bureau is the operation of the official Amelia Island Welcome Center in historic Fernandina Beach, execution of an annual marketing plan, and the management of the advertising, interactive, and public relations programs.

INDUSTRY BACKGROUND Tourism is the largest industry in Nassau County, both in number of employees as well as revenue generated for the local economy. Tourism jobs represented 36.2% of total county employment - 13,620 jobs were attributed to direct spending from visitors to Amelia Island in 2015, and another 2,035 jobs were attributable to the induced and indirect effects of visitors’ spending.

Amelia Island saw a record number of visitors in 2017 – 1.4 million when counting those who stay in paid accommodations, day trippers and those visiting friends and family. The direct spending by these visitors was $626,461,800 (35.5% of all spending in Nassau County), and an estimated $826,929,500 total economic impact when using the multiplier effect. The average age of a visitor to Amelia Island is 49.8 years old with an annual household income of $133,355. One in four arrives by plane, overall with a base budget of $2,065.

The AITDC focuses on visitors who stay in paid accommodations, with a specific market strategy to increase yield, stressing quality of visitors over quantity. Research shows this strategy is working. From 2012 to 2017, overnight visitors rose at an annual average rate of 5.3%, while economic impact rose at more than double that rate, up 64% in total. The fastest growing segment from 2010 to 2017 was in the lucrative and eco-friendly foreign markets, which tripled in visitation. While the AITDC’s success is laudable, a strategic plan is critical in shaping new strategies to market and enhance the island as well as identifying new resources to sustain this growth.

2

31

FUNDING The AITDC is funded by a 5% tourist tax on short-term accommodations; those renting for less than six months are subject to the tax. The Nassau County Tax Collector and the Nassau County Clerk of Courts each receive 1.5% of the tax collected as an administrative fee. How these user fees could be used was defined by SB125.0104, and ratified by a vote of the people in 1988. Once the Strategic Plan was adopted, the Board of County Commissioners mandated the expenditure of bed tax revenue breakdown as:

In crafting the original Strategic Plan, the unanimous will of the AITDC was that no less than 75% of bed tax revenues be dedicated to promoting Amelia Island for leisure and business travelers domestically and internationally. Thirty years later, the unanimous will of the AIDTC is to maintain the defined use of tax revenues, with no less than 75% of funding dedicated to marketing activities – advertising, public relations, promotions, special events, sales, and customer service. Further, the Nassau County Commission is on record as opposing a ny diversion of bed tax revenues to fund programs that do not have as its primary objective the promotion of tourism. PERFORMANCE The primary measures of success have been impressive. Hotel metrics are extremely strong. In 2017, RevPar (Revenue Per Available Room) was $161.57, second only to Key West, Florida. Average occupancy year-round is 72%. The destination lodging industry has generated record taxable sales for nine years in a row. The AITDC contracts with the AICVB to implement its program of work. The AICVB is recognized as a top-tier Destination Marketing Organizations (DMO). It is the recipient of over 40 Adrian awards presented by HMAI and 27 Flagler awards issued by VisitFlorida. It has won 18 Henry’s (Best of Class) and been recognized for “Best of Show” by Visit Florida three of the past five years. Due to an aggressive public relations effort, Amelia Island is frequently recognized by international publications and websites like Conde Nast Traveler, Southern Living, Trip Advisor and USA Today.

3

32

4

33

SWOT ANALYSIS Intro…

As laid out in ___, the AITDC budget is allocated into four main segments - marketing, travel trade, administration, and beach improvements. Each of these segments plays a vital role in the overall strategic plan for developing a successful and sustainable tourism industry for Nassau County.

MARKETING

To achieve the goal of generating visitation to Amelia Island and increasing related tax revenues, the Amelia Island Convention & Visitors Bureau will execute an aggressive marketing program to ensure the destination has an identifiable and authentic brand which will interest and engage target audiences, converting them into overnight visitors to Amelia Island.

Strategic marketing initiatives are an essential component to Amelia Island’s strategic plan and will comprise at least 65% of the total budget. As approved by the BOCC, the AICVB may engage creative professionals deemed necessary by the AITDC. Selection of exceptional talent is in the best interest of Nassau County and is exempt from competitive bidding. The AICVB is responsible for brand management and creating a brand image of Amelia Island that will be uniformly projected in all the visitor-related communication.

As a contractor, the AICVB will be responsible for the following tasks and other duties as requested by the AITDC:

Execute a paid advertising across a variety of mediums including traditional media such as print, radio and broadcast to digital channels such as internet, mobile, social media and evolving technologies.

Utilize owned digital channels including website(s), email, and social media ch annels as ongoing engagement, communication and conversions tools

Develop and distribute destination collateral material. Sales and marketing efforts directed at the travel trade and group meeting marketplaces. Provide cooperative advertising programs with 3rd party entities and local hospitality

partners. Engage in public relations and earned media initiatives including media outreach and crisis

management. Special event development including owned events and supporting 3rd party events that

target need dates for the hospitality industry. Conducting and analyzing research including visitor intercept studies as well as programs

to evaluate marketing effectiveness. Research is critical to maximizing effectiveness, understanding our impact and optimizing accordingly to ensure the maximum return on investment.

Guiding Principles

These principles guide the overall direction for our marketing initiatives, ensuring we support a positive and sustainable tourism industry in Nassau County.

Promote, protect, and preserve Amelia Island’s tourism assets.

5

34

Support infrastructure improvements and smart development that enhance tourism. Inform and educate local stakeholders on the economic, social, and cultural value of a

sustainable tourism program. In times of crisis, provide leadership, foster communications, and serve as liaison to key

officials. Focus on increasing yield and return on investment by targeting high income households in

major markets likely to stay longer and spend more.

Key Marketing Strategies

Utilize data-driven decision making, letting our research and analytics forge our reasoning for marketing decisions.

Implement an integrated marketing a pproach designed to strengthen the Amelia Island brand and reach our targeted audience multiple times, across multiple channels, increasing brand recall and influence of action.

Maintain consistency of brand identity throughout all marketing c hannels to manage brand integrity and increase brand recall. Owned marketing channels such as advertising, collateral materials, Welcome Center and our in-house digital assets from the website and email to social media, all work in conjunction to inform, inspire, engage, and influence visitors.

Employ aggressive public relations initiatives to foster positive brand sentiment and keep Amelia Island in the forefront of earned media coverage.

Focus on the continued expansion of the content studio to create original content, curate user-generated or publisher-driven content, and effectively distribute content that engages visitors, both potential and repeat, converting them into brand advocates.

Focus on effective planning, evaluation, reporting a nd optimization of marketing to ensure return on investment.

TRAVEL TRADE Travel trade is a critical component of the AITDC's strategic plan. It is vital to effectively combine industry and trade focused efforts with the overall marketing strategies in order to successful win meetings, social group and leisure visitor business. Travel trade initiatives include trade shows, conferences and marketplaces to interact with meeting planners, tour operators, travel agents and consumer groups on a regional, national and international level. Additional activities may include hosting travel trade professionals on Amelia Island for familiarization trips or providing support for hosting meeting planners, tour operators and niche market specialists (weddings, wellness, etc.) through programs such as Sites for Flights. Domestically and internationally, group solicitation is dependent on building and maintaining personal relationships. Effectively selling the destination involves joining actively being involved with associations, organizations, and professional consulting groups. Also essential to our travel trade activities is providing in-market visitor services including the operation of the Amelia Island Welcome Center. Providing a welcoming and informative greeting to the destination strategically allows us to meet visitor expectations, provide a warm

6

35

customer service experience, and increase visitor yield and return visitation.

BEACH IMPROVEMENT The AITDC values the beach as one of our most precious natural assets and recognizes careful beach management will insure our competitive edge over other beach destinations. As such, the AITDC dedicates 10% of our funding to beach improvement projects as deemed appropriate such as nourishing the beach, monitoring beach erosion, beach cleaning, and enforcement of the “Leave No Trace” ordinance. Projects designed to enhance the experience of visitors, such as signage or development of facilities (wedding c hapel, educational facilities) may also be considered. ADMINISTRATION The AITDC will employ the Amelia Island Convention & Visitors Bureau to handle administrative matters and to carry out the policies of the Board of County Commissioners and the AITDC. Responsibilities will include but not be limited to the following:

Ensure all programs and activities comply with state and local statutes and ordinances. Direct, coordinate and monitor activities of all professional agencies or vendors under

contract. Coordinate and act as liaison to all local organizations involved with visitor development

including local, state, national and international tourism organizations; hospitality and restaurant associations. etc.

Work with local, state and regional media to effectively communicate AITDC programs to the public and to convey the importance of increased visitor business to the local economy.

All other duties as assigned by the TDC.

SUMMARY This Strategic Plan is the product of many hours of individual, sub-committee and full committee work. Subsequent to adoption, it should not be easily amended. The members of the TDC believe this plan should comprise the marketing direction for the next ten years for Amelia Island/Fernandina Beach. Naturally marketing strategies will change for us from time to time and be re-directed as the market grows and expands. It is the firm conviction of the TDC, however, that the monies raised by taxing hotel and motel rooms should be used for promoting visitor and group business and not for other purposes. By adhering to this general plan, the TDC can effectively promote this island to target markets and successfully compete with the other areas seeking additional visitors and their expenditures.

END

7

36

Contract Number CM1341-A3

AMENDMENT NUMBER 3ffIDRD EXTENSION TO THE MARKETING, RESEARCH, AND ADMINISTRATIVE SERVICES AGREEMENT

THIS ADDENDUM entered into this 22nd day of October , 2018 by and

between the BOARD OF COUNTY COMMISSIONERS OF NASSAU COUNTY,

FLORIDA, a political subdivision of the State of Florida, (hereinafter referred to as

"County") and the AMELIA ISLAND TOURIST DEVELOPMENT COUNCIL,

(hereinafter referred to as "TDC"), and the AMELIA ISLAND CONVENTION AND

VISITORS BUREAU INC., (hereinafter referred to as "CVB"), 102 Centre Street

Fernandina Beach, FL 32034.

WHEREAS, the parties entered into an Agreement dated October 1, 2008 which

provided for an initial term beginning October- I , 2008 and ending September 30, 2013,

with an option to extend upon mutual contract between all parties in five (5) year

increments; and

WHEREAS, the parties entered into an Agreement dated October 8, 2012 and

extended the original Agreement through September 30, 2018; and

WHEREAS, the parties commenced discussions in 2018 to amend the original

Agreement and extend the term; and

WHEREAS, the parties entered into an Agreement on September 24, 2018 to

extend the original Agreement for thirty (30) days through October 30, 2018 to allow the

parties time to discuss the specific amendment(s) to the original Agreement; and

WHEREAS, the parties are addressing the appropriate amendments to the original

Agreement and have agreed to extend the original Agreement for an additional ninety (90)

days in order to finalize an amended agreement; and

WHEREAS, the extension will terminate on January 28, 2019.

1 37


NOW, THEREFORE, FOR AND IN CONSIDERATION of the mutual covenants

and agreements herein contained, the parties hereto agree as follows:

1. In accordance with Section 1 l(b) of the original Agreement dated October 1,

2008, the performance period is hereby extended for ninety (90) days

beginning October 31 , 2018 and ending January 28, 2019.

2. All other provisions of said Agreement not in conflict with this Addendum

shall remain in full force and effect.

IN WITNESS WHEREOF, the parties have caused this Agreement to be duly executed this 22nd day of October , 2018.

AMELIA ISLAND CONVENTION AND VISITORS BUREAU

~~ CHARLES G. LAN~ Its: President

APPROVED BY:

BOARD OF COUNTY COMMISSIONERS NASSAU COUNTY, FLORIDA

PAT EDWARDS Its: Chair

AMELIA ISLAND TOURIST DEVELOPMENT COUNCIL NAS U COUNTY, FLORIDA

2 38

Attest as to authenticity of Chair's signature:

'A. CRAWFORD Its: Ex-Officio Clerk


3 39

NEW BUSINESS

40

APPENDIX

41

49

Amelia Island TDC Cover and DividersAmelia Island TDC

Amelia Island TDC Cover and DividersConsent Agenda

TDC Board Meeting Agenda 11.07.18 Amelia Island TDC Cover and DividersMinutes

09 26 18 TDC Board Meeting MinutesAmelia Island TDC Cover and DividersBudget Report

FY2018 Budget ReportNassau County September 2018 Taxable IncomeHotel Tax Collections Actual

Amelia Island TDC Cover and DividersResearch

AmeliaIslandTouristDevelopmentCouncil_201809Table of ContentsMulti-SegmentTrend Amelia Island+

Amelia Island TDC Cover and DividersActivity

Amelia Island Activity Report Oct 2018 CompletedAmelia Island TDC Cover and DividersOld Business

Amelia island strategic plan amy 8.3.18Amendment No. 3-Third Extension to the Marketing, Research, and Administrative Services AgreementAmelia Island TDC Cover and DividersNew BusinessAppendix

Visit Pensacola Inc Fully Executed FY 17-18[1]

november 7, 2018 - amazon s3€¦ · date: wednesday, november 7, 2018 location: omni, amelia...

Documents