tdc board presentation june 2014 - clover...

TDC Board PresentationJune 2014

GOVERNMENT IN THE SUNSHINEMembers 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. Thisrelationship 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 STATEMENTThe 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.

GOALS

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 months after the conclusion of the Amelia Island episode through April 2015

Marketing Plan

February – MayFL, GA, SC, NCNY/NY, PHI, BOS, DC, CHI, NSH, DAL, HOU

Visit FL promotionsDigital Display CampaignEmail MarketingE-magazinePrint Advertising

OnLine Banners

Television CampaignChicago & Atlanta30 second TV spotsAiring on The Golf Channel

During Big Break 2014 airingDuring Big Break 2014 repeat airing

Partner BannersCreated a simple banner for Amelia Island partners to add to their websites directing users to the landing page

Landing Page

http://www.golfonamelia.comhttp://www.golfonamelia.com

CAMPAIGN PERFORMANCE

Overall, the Big Break campaign generated more than 2 million impressions and 4,000 clicks to the landing page

Google Display Campaign

1.3 million impressions3,008 clicksTop sites:– Espn.go.com– Bleacherreport.com– Cbssports.com– Nbcsports.com– Golflink.com– Pgatour.com

Retargeting Campaign

406,082 impressions 144 clicksTop sites:– Cbssports.com– Sports.yahoo.com– Nytimes.com– Golf.com– Golfdigest.com

Virginia Golfer Dedicated Email

13,682 email subscribers24.20% open rate8.20% click through rate

First Coast of Golf Partner Emails

Inclusion in March, April and May dedicated emails to FFCG database of more than 50,000 subscribers9.69% to 10.58% open rate ranges4% to 7.69% click through rates

FFCG Partner

Email

Golf Georgia Email

Sports Illustrated

700K Circulation

Golf.com e-Magazine

Golf Georgia March/April

Florida's First Coast of Golf2014 Amelia Island

Golf Tourism Update

Baseline Data

• Total Paid Round reports submitted by golf course on a monthly basis

• Each course indicated # of tourist generated rounds and local rounds monthly

• Courses represented in this report have submitted these monthly reports consistently each month for 17 months giving a fair representation as to the state of golf and golf travel to the Island.

• Data obtained from the following courses:•Fernandina Beach Golf Club•Omni Amelia Island Plantation -- Oak Marsh•Omni Amelia Island Plantation -- Ocean Links•The Golf Club of Amelia Island•The Golf Club at North Hampton

YTD Golf Rounds Played - 2014

Total Rounds to Tourist Rounds YTD Thru May

Travel Rounds to Amelia Island 2014 vs. 2013 YTD24% Increase

Golf Tourism Room Nights 2014 vs. 2013 YTD24% Increase

TDC Board Presentation

Amelia IslandCalendar Year 2013 / Q1

2014Presented to:

Amelia Island Tourist Development Council

Walter J. Klages, Ph.D.Research Data Services, Inc.

June 25, 2014

Visitors and Expenditures (Heads-in-Beds)

Calendar Year 2013

2012 2013 ∆%

Visitation (#) 461,400 519,400 +12.6%

Direct Expenditures ($) $278,078,500 $334,634,900 +20.3%

Total Economic Impact ($) $365,868,052 $440,279,200 k: 1.3157

Visitor OriginsCalendar Year 2013

Visitor Origin2012

# of Visitors2013

# of Visitors ∆ %Florida 92,175 107,267 +16.4%Southeast 194,389 213,508 +9.8%Northeast 66,887 76,568 +14.5%Midwest 68,968 78,597 +14.0%Foreign 16,674 19,500 +16.9%US Opp Mkts 22,307 23,960 +7.4%Total 461,400 519,400 +12.6%

Why Chose Amelia Island (Multiple Response)

0

5

10

15

20

25

30

35

40

45

50

Beach Never Been Hotel/Accom. AppealingBrochures

Weather

45.2

22.520.7 19.1 21.2

47.0

24.9 23.0 22.4 21.9%

2012 2013

Other SE Areas Considered(Multiple Response)

Calendar Year 2013

2012 2013

Considered Only Amelia Island 55.9% 53.3%

St. Augustine/Ponte Vedra 14.9 17.6Savannah 10.4 12.0Jacksonville 8.5 11.1Hilton Head 7.9 8.5Orlando 7.4 8.0Jekyll Island 5.9 6.8

Message AwarenessCalendar Year 2013

30.0

32.0

34.0

36.0

38.0

40.0

42.0

37.8

40.3

%

Seen/Heard/Read

2012 201330.0

32.0

34.0

36.0

38.0

40.0

42.0

44.0

46.0

48.042.5

47.5

%

Influenced (Base: Seen/Heard/Read)

2012 2013

Visitor PerceptionsCalendar Year 2013

2012 2013

Satisfaction (combined) 97.1% 97.9%

Would Recommend 97.8 97.1

Plan to Return 89.3 89.6

Party Composition (Multiple Response)

2012 2013

Couple 48.8% 51.7%

Family 29.7 30.5

Single 8.2 7.3

Group of Friends 7.5 6.9

Extended Family 4.5 5.2

% Travel With Children2012: 26.6%2013: 27.3%

First Time Visitors (% Yes)Calendar Year 2013

5.8 7.3

42.445.4

48.252.7

0.0

10.0

20.0

30.0

40.0

50.0

60.0

2012 2013

%

New Market Share Gain from FL

Amelia Island2014 First Quarter(January – March)

Visitors and Expenditures (Heads-in-Beds)

2014 First Quarter

Q1 2013 Q1 2014 ∆ %

Visitation (#) 122,200 137,300 +12.4%

Direct Expenditures ($) $74,055,600 $90,339,300 +22.0%

Total Economic Impact ($) $97,435,000 $118,859,400 k: 1.3157

Visitor Origins2014 First Quarter

Visitor OriginQ1 2013

# of VisitorsQ1 2014

# of Visitors ∆ %Florida 21,752 21,144 -2.8%

Southeast 39,471 48,055 +21.7%

Northeast 25,540 28,009 +9.7%

Midwest 24,318 25,126 +3.3%

Foreign 6,476 10,435 +61.1%

US Opp Mkts 4,643 4,531 -2.4%

Total 122,200 137,300 +12.4%

Occupancy and ADR2014 First Quarter

Occupancy and ADR ** January February March

Occupancy 2014Occupancy 2013

54.8%51.3

63.7%66.0

74.1%73.6

∆ % Occ. (‘13/’14) +6.7% -3.4% +0.8%ADR 2014ADR 2013

$152.86140.37

$161.73155.27

$241.78216.47

∆ % ADR (‘13/’14) +8.9% +4.2% +11.7%RevPAR 2014RevPAR 2013

$83.7572.05

$102.99102.40

$179.23159.22

∆ % RevPAR (‘13/’14) +16.2% +0.6% +12.6%** Source: Smith Travel Research

Top Origins: States2014 First Quarter

States of Origin Q1 2013 Rank Q1 2014 RankGeorgia 2 1Florida 1 2North Carolina 6 3New York/New Jersey 4 4South Carolina 9 5Ohio 5 6Illinois 7 7Pennsylvania 3 8Massachusetts -- 9Maryland 10 10

Top Origin DMA’sDMA’s Q1 2013 Rank Q1 2014 RankAtlanta 3 1Jacksonville 1 2Greater Orlando 4 3New York/New Jersey 2 4Boston -- 5Chicago 7 6Philadelphia 8 7Tampa/St. Petersburg 6 8Raleigh/Durham -- 9Charlotte -- 10Savannah -- 11

Amelia IslandOpportunity Markets

Household Incomes

Inquiry Origins

Top DMA’s Economic Impact

Southeast

Atlanta

Atlanta

Northeast

New York

New York Metro

Florida

Orlando

Tampa/St. Pete

Jacksonville

Jacksonville

Orlando

Tampa/St. Petersburg

Financials

Thank You!!Bed Tax Collections

Actual October November December January February March AprilFY 2013 $5,993,912 $4,252,420 $3,048,178 $3,744,771 $5,098,560 $10,724,414 $10,388,492FY2014 $7,475,837 $6,034,530 $4,166,409 $5,565,369 $6,515,370 $12,374,283 $12,550,221% Change 24.72% 41.91% 36.69% 48.62% 27.79% 15.38% 20.81%

FY2014 Projected $6,231,475 $3,770,875 $3,453,125 $3,231,125 $5,072,400 $9,654,025 $10,795,200FY2014 Actual $7,475,837 $6,034,530 $4,166,409 $5,565,369 $6,515,370 $12,374,283 $12,550,221% Change 19.97% 60.03% 20.66% 72.24% 28.45% 28.18% 16.26%

YTDFY2013 $5,993,912 $10,246,332 $13,294,510 $17,039,281 $22,137,841 $32,862,255 $43,250,747FY2014 $7,475,837 $13,510,367 $17,676,776 $23,242,145 $29,757,515 $42,131,797 $54,682,018% Change 24.72% 31.86% 32.96% 36.40% 34.42% 28.21% 26.43%

Bed TaxFY2013 $239,205 $169,586 $121,247 $149,095 $207,065 $427,831 $414,560

FY2014 Projected $249,259 $150,835 $138,125 $129,245 $202,896 $386,161 $431,808 FY2014 Actual $298,291 $240,587 $166,094 $222,025 $265,136 $493,877 $501,825

19.7% 59.5% 20.2% 71.8% 30.7% 27.9% 16.2%

Thank You!!Bed Tax Collections

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

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

Monthly Trend

FY 2009 FY 2010 FY 2011 FY 2012 FY 2013 FY2014

June FY2014 YTD Budget

DescriptionFY 2014 Budget YTD Actual YTD Budget

Budget Variance

FY2014 Budget Available

NET INCOME $4,632,870 $3,645,078 $3,487,025 $158,053 $987,792

EXPENSESTDC Admin. 15% $505,758 $357,557 $333,882 $23,675 $148,201Marketing - 65% $3,157,018 $1,644,636 $2,723,741 ($1,079,105) $1,512,382Travel Trade - 10% $632,922 $188,966 $550,400 ($361,434) $443,956Beach Improv. 10%** $337,172 $80,349 $222,968 ($142,619) $256,823

EXP. TOTAL $4,632,870 $2,271,508 $3,830,991 ($1,559,483) $2,361,362

NET $0 $1,373,570 -$343,966 $1,717,536

Metrics

Category Nassau County % State of Florida %

State Sales Tax Change State Sales Tax ChangeTotal Sales $ 29,305,845 9.9% $ 12,531,584,007 6.9%

Tourism Sales $ 10,469,912 14.6% $ 2,762,997,093 6.4%

Percentage Tourism Related 35.73% 22.05%

FY2014 SALES TAX HIGHLIGHTS

May STR

Change

Occupancy 79.4% 15.4%

ADR $228.66 7.9%

RevPar $181.56 24.6%

Demand 45.659 15.4%

Revenue $10,440,381 24.5%

Figures represent Amelia Island,not Nassau County

May 2014

0.0

50.0

100.0

150.0

200.0

250.0

Occupancy ADR RevPar

69.5

$119.99

$83.42 70.0

$130.78

$92.3679.4

$228.66

$181.56

Florida Comp Set Amelia Island

2014 YTD

0.0

50.0

100.0

150.0

200.0

250.0

Occupancy ADR RevPar

74.1

$138.12

$102.40

64.5

$118.08

$75.8870.2

$210.14

$147.43


FY2014 Trend

$0.00

$20.00

$40.00

$60.00

$80.00

$100.00

$120.00

$140.00

$160.00

$180.00

$200.00

FY2014 RevPar


FY2014 YTD Change

Percent Change from YTD 2013

May YTD Changes Occ ADR RevPAR Room RevRoom Avail

Room Sold

Florida 3.9 6.0 10.2 10.6 0.4 4.3

Fort Walton Beach -1.5 3.5 2.0 4.6 2.5 1.0Daytona Beach 2.9 4.5 7.5 9.2 1.6 4.5Brunswick 6.8 2.8 9.8 12.2 2.2 9.1St Johns County 4.5 5.4 10.2 8.8 -1.3 3.2Savannah 4.4 5.6 10.3 9.7 -0.5 3.9Jacksonville 4.6 5.6 10.4 12.0 1.4 6.1Charleston 7.8 2.7 10.8 10.6 -0.2 7.7Amelia Island 4.7 7.2 12.3 24.0 10.4 15.6Jax Beaches 4.8 7.5 12.6 13.8 1.7 5.9Hilton Head 3.7 9.6 13.7 17.8 3.6 7.5

Marketing Plan 2015

FY2015 OBJECTIVES

Increase Taxable Room Sales To Increase Yield

Manage Volume Targeting Visitors By ROI

Build Brand Awareness In New Domestic Markets

Increase International Market Share

Grow Off-peak Visitation

Leverage Funding Through Expanded Co-op

AITDC FY2015 BUDGET

DescriptionFY 2014 Budget

Tourist Dev. Funds $4,350,000

Cost of Collection $130,500

Net Tourist Dev. Funds $4,219,500

TDC Admin. 15% $632,925

Marketing - 65% $2,742,675

Travel Trade - 10% $421,950

Beach Improv-10% $421,950

$4,219,500

$0

MarketingKey Factors– Budget Down 13.1%

• Advertising Shift to Interactive• Increase Co-Op Opportunities• Repurpose Existing Creative• Develop Video Assets

– Maintain PR & Promotion– Expand Reach to New Markets

• NE Corridor Midwest Mid-Atlantic

Travel TradeKey Factors– Budget Down 33.3%

• Support Off-Season Group• Expand Flights for Sites• Co-Op Sales Efforts

– Complete Depot Renovation– Expand Local Initiative

Beach ImprovementsKey Factors– Budget Up 60.2%– Continue Awareness Campaign– Build Renourishment Reserves

Marketing

Photo Contest

May 1-July 31st

www.AmeliaIslandPhotoContest.comAmateur (82) and Professional (7)Partnerships with Atlanta and First Coast magazinesPromotion – postcards, eblast, social media, partnerships, stakeholders

http://www.ameliaislandphotocontest.com/

Promotion

Atlanta Gator Club®Prize to increase membership, OAIP FL/GAEblast to membership and website info with 15% partner discounts for UFAA membersThanks to Amelia Hotel at the Beach, Amelia Rental & Management Services, Blue Heron Inn, Crab Trap, Jack & Diane's Café, Fernandina Beach Realty Vacation Rentals and Residence Inn

Focused on building Canada, UK and Germany marketsPartnering with Brand USA and Visit Florida• Trip Advisor – targeting Canada; $1:$1• Discover America – in-language video/Canada• Exploring additional opportunities

International Market

Interactive

BookDirect /Jackrabbit

May 2014 : average of 550 referrals/day

Facebook – Post Reach

Facebook – Our Audience

Social Media – Other Channels

USA Today Travel: Top 10 US Island

Chosen from 20 travel editor picksOnline voting driven by social media

Text Message Alerts

Promotions &Special Events

Public Relations

Press Visits

• Buckhaven/Perimeter North Lifestyle- 30,000 circ.- June 12-15

• Canadian Living- 3.8 million monthly readership- End of July (dates TBD)

• South Florida Parenting- 108,000 circ.- August 7-10

• GEO Saison- Travel/Germany- 500,000 circ.- July 28 – August 1

Promotions

• Atlanta Gator Club - Special rates and giveaway- Promoted in July- Eblast to 2,000 members

• WDUV-FM- May 25 - June 8- $12,500 media value- Soft Adult Contemporary- #1 in Tampa

Highlighted Media Coverage

• Nashville Lifestyles (May)-“Golden Girl”-Hosted March 17-18



• Fit & Well (May) -“7 Musts in Amelia Island”-Hosted March 21-25



• Fit & Well (May) -“7 Musts in Amelia Island”-Hosted March 21-25

• USA Today.com-“Best U.S. Islands”- Voted #5

Old Business

Crisis plan

Feedback has Been IncorporatedWill Provide Training to StakeholdersCoordination with City/County/StateNext Steps – Recovery Planning

New Business

A1A Detour

July 12 -14 No Access to AI via A1ASaturday at Dawn – Monday at SunsetDetour SB at US 17 – Exit 380Detour NB Pecan Park – Exit 366Electronic Signage Exit 358A NB (Heckscher)

Public Comment


Slide Number 1Slide Number 2Slide Number 3Slide Number 4Goals��Marketing PlanOnLine BannersTelevision CampaignPartner BannersLanding Page Campaign PerformanceGoogle Display CampaignRetargeting CampaignVirginia Golfer Dedicated EmailFirst Coast of Golf Partner EmailsFFCG Partner EmailGolf Georgia EmailSports Illustrated 700K CirculationGolf.com e-MagazineGolf Georgia March/AprilSlide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27Amelia Island�Calendar Year 2013 / Q1 2014Visitors and Expenditures (Heads-in-Beds)�Calendar Year 2013Visitor Origins�Calendar Year 2013Why Chose Amelia Island �(Multiple Response)�Other SE Areas Considered�(Multiple Response)�Calendar Year 2013Message Awareness�Calendar Year 2013Visitor Perceptions�Calendar Year 2013Party Composition �(Multiple Response) �First Time Visitors (% Yes)�Calendar Year 2013Amelia Island�2014 First Quarter�(January – March)Visitors and Expenditures (Heads-in-Beds)�2014 First QuarterVisitor Origins�2014 First QuarterOccupancy and ADR�2014 First QuarterTop Origins: States�2014 First QuarterTop Origin DMA’s�Amelia Island�Opportunity MarketsSlide Number 44Slide Number 45Top DMA’s Economic Impact�Slide Number 47Slide Number 48Slide Number 49Slide Number 50Slide Number 51Slide Number 52Slide Number 53Slide Number 54Slide Number 55FinancialsThank You!!Thank You!!June FY2014 YTD BudgetMetricsSlide Number 61May STRMay 20142014 YTDSlide Number 65Slide Number 66Marketing Plan 2015Slide Number 68Slide Number 69MarketingTravel TradeBeach ImprovementsSlide Number 73MarketingPhoto ContestPromotionInternational MarketInteractiveBookDirect /Jackrabbit Facebook – Post ReachFacebook – Our AudienceSocial Media – Other ChannelsUSA Today Travel: Top 10 US IslandText Message AlertsPromotions &�Special EventsSlide Number 86Public RelationsSlide Number 88Slide Number 89Highlighted Media CoverageHighlighted Media CoverageHighlighted Media CoverageOld BusinessCrisis planNew BusinessA1A DetourPublic CommentSlide Number 98

tdc board presentation june 2014 - clover...

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