AITDC Board MeetingSeptember 26, 2018

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.

Anti-Trust Statement

The purpose of this meeting to day 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 deliberation relating to pricing methods, allocations of territories or customers, or restraints of trade as to property owners, suppliers, or others.

Public Input

3-minute time limit

Financials

ACTUAL BUDGET AVL. BUDGET

Administration $789,549 $818,061 $28,511

Marketing $3,437,579 $4,775,112 $1,337,533

Travel Trade $284,989 $784,904 $499,915

Beach $165,709 $544,897 $379,188

TOTAL $4,677,826 $6,922,974 $2,245,148

Year to Date FY 2018

Taxable Revenue Report

Prelim August

FY19 Operating Budget

Total Budget: $7,765,555

Metrics & Research

DMA’s% of Overall

Visitation

Est. FY 2017

Visitation

% Change

FY 2016/’17

Est. Per Capita

Spend/ Stay

Length of

Stay (Days)

% Repeat

Visitation

Estimated

Direct

Expenditures

Est. Economic

Contribution of

Market

Atlanta 12.8% 83,498 +1.2% $661.01 3.8 57.9% $55,193,000 $72,617,400

Jacksonville 7.1% 46,157 +10.6% $410.01 2.3 79.1% $18,924,800 $24,899,400

Greater Orlando Area 6.5% 42,241 +3.8% $399.80 2.7 53.2% $16,888,000 $22,219,500

New York/New Jersey 4.7% 30,418 +10.8% $787.49 4.3 34.2% $23,953,900 $31,516,100

Tampa/St. Petersburg 3.3% 21,796 -7.4% $346.75 2.6 40.7% $7,557,800 $9,943,700

Savannah 3.0% 19,814 +2.3% $390.33 2.7 72.0% $7,734,000 $10,175,600

Charlotte 2.4% 15,534 -11.2% $595.50 3.7 48.4% $9,250,500 $12,170,900

Boston 2.3% 15,275 +3.8% $823.91 5.0 31.8% $12,585,200 $16,558,400

Greenville/Spartanburg 2.1% 13,735 -6.2% $676.75 4.4 46.4% $9,295,200 $12,229,600

Chicago 2.1% 13,725 +10.9% $807.22 4.6 40.8% $11,079,100 $14,576,800

Washington, D.C. 2.1% 13,396 -3.6% $723.27 4.1 29.7% $9,688,900 $12,747,700

Philadelphia 2.0% 12,886 -2.4% $743.12 4.5 33.2% $9,575,800 $12,598,900

Tallahassee 1.8% 11,935 +4.1% $395.80 2.8 73.0% $4,723,900 $6,215,200

Nashville 1.5% 9,644 +2.7% $650.87 4.3 33.3% $6,277,000 $8,258,600

Dallas/Fort Worth 1.1% 7,327 +2.4% $731.57 4.4 36.4% $5,360,200 $7,052,400

Houston 0.7% 4,423 -6.9% $635.73 4.0 29.6% $2,811,800 $3,699,500

VIS

ITA

TIO

N

FY17

LEN

GT

H O

F S

TA

Y

FY17

DMA’s% of Overall

Visitation

Est. FY 2017

Visitation

% Change FY

2016/’17

Est. Per Capita

Spend/ Stay

Length of

Stay (Days)

% Repeat

Visitation

Est. Direct

Expenditures

Est. Economic

Contribution

Boston 2.3% 15,275 +3.8% $823.91 5.0 31.8% $12,585,200 $16,558,400

Chicago 2.1% 13,725 +10.9% $807.22 4.6 40.8% $11,079,100 $14,576,800

Philadelphia 2.0% 12,886 -2.4% $743.12 4.5 33.2% $9,575,800 $12,598,900

Dallas/Fort Worth 1.1% 7,327 +2.4% $731.57 4.4 36.4% $5,360,200 $7,052,400

Greenville/Spartanburg 2.1% 13,735 -6.2% $676.75 4.4 46.4% $9,295,200 $12,229,600

New York/New Jersey 4.7% 30,418 +10.8% $787.49 4.3 34.2% $23,953,900 $31,516,100

Nashville 1.5% 9,644 +2.7% $650.87 4.3 33.3% $6,277,000 $8,258,600

Washington, D.C. 2.1% 13,396 -3.6% $723.27 4.1 29.7% $9,688,900 $12,747,700

Houston 0.7% 4,423 -6.9% $635.73 4.0 29.6% $2,811,800 $3,699,500

Atlanta 12.8% 83,498 +1.2% $661.01 3.8 57.9% $55,193,000 $72,617,400

Charlotte 2.4% 15,534 -11.2% $595.50 3.7 48.4% $9,250,500 $12,170,900

Tallahassee 1.8% 11,935 +4.1% $395.80 2.8 73.0% $4,723,900 $6,215,200

Greater Orlando Area 6.5% 42,241 +3.8% $399.80 2.7 53.2% $16,888,000 $22,219,500

Savannah 3.0% 19,814 +2.3% $390.33 2.7 72.0% $7,734,000 $10,175,600

Tampa/St. Petersburg 3.3% 21,796 -7.4% $346.75 2.6 40.7% $7,557,800 $9,943,700

Jacksonville 7.1% 46,157 +10.6% $410.01 2.3 79.1% $18,924,800 $24,899,400

SP

EN

D P

ER

ST

AY

FY17

DMA’s% of Overall

Visitation

Est. FY 2017

Visitation

% Change FY

2016/’17

Est. Per Capita

Spend/ Stay

Length of

Stay (Days)

% Repeat

Visitation

Est.

Direct Expenditures

Est. Economic

Contribution of Market

Boston 2.3% 15,275 +3.8% $823.91 5.0 31.8% $12,585,200 $16,558,400

Chicago 2.1% 13,725 +10.9% $807.22 4.6 40.8% $11,079,100 $14,576,800

New York/New Jersey 4.7% 30,418 +10.8% $787.49 4.3 34.2% $23,953,900 $31,516,100

Philadelphia 2.0% 12,886 -2.4% $743.12 4.5 33.2% $9,575,800 $12,598,900

Dallas/Fort Worth 1.1% 7,327 +2.4% $731.57 4.4 36.4% $5,360,200 $7,052,400

Washington, D.C. 2.1% 13,396 -3.6% $723.27 4.1 29.7% $9,688,900 $12,747,700

Greenville/Spartanburg 2.1% 13,735 -6.2% $676.75 4.4 46.4% $9,295,200 $12,229,600

Atlanta 12.8% 83,498 +1.2% $661.01 3.8 57.9% $55,193,000 $72,617,400

Nashville 1.5% 9,644 +2.7% $650.87 4.3 33.3% $6,277,000 $8,258,600

Houston 0.7% 4,423 -6.9% $635.73 4.0 29.6% $2,811,800 $3,699,500

Charlotte 2.4% 15,534 -11.2% $595.50 3.7 48.4% $9,250,500 $12,170,900

Jacksonville 7.1% 46,157 +10.6% $410.01 2.3 79.1% $18,924,800 $24,899,400

Greater Orlando Area 6.5% 42,241 +3.8% $399.80 2.7 53.2% $16,888,000 $22,219,500

Tallahassee 1.8% 11,935 +4.1% $395.80 2.8 73.0% $4,723,900 $6,215,200

Savannah 3.0% 19,814 +2.3% $390.33 2.7 72.0% $7,734,000 $10,175,600

Tampa/St. Petersburg 3.3% 21,796 -7.4% $346.75 2.6 40.7% $7,557,800 $9,943,700

EC

ON

OM

IC IM

PA

CT

FY17

DMA’s% of Overall

Visitation

Est. FY17

Visitation

% Change FY

2016/’17

Est. Per Capita

Spend/ Stay

Length of

Stay (Days)

% Repeat

Visitation

Est. Direct

Expenditures

Est. Economic

Contribution

Atlanta 12.8% 83,498 +1.2% $661.01 3.8 57.9% $55,193,000 $72,617,400

New York/New Jersey 4.7% 30,418 +10.8% $787.49 4.3 34.2% $23,953,900 $31,516,100

Jacksonville 7.1% 46,157 +10.6% $410.01 2.3 79.1% $18,924,800 $24,899,400

Greater Orlando Area 6.5% 42,241 +3.8% $399.80 2.7 53.2% $16,888,000 $22,219,500

Boston 2.3% 15,275 +3.8% $823.91 5.0 31.8% $12,585,200 $16,558,400

Chicago 2.1% 13,725 +10.9% $807.22 4.6 40.8% $11,079,100 $14,576,800

Washington, D.C. 2.1% 13,396 -3.6% $723.27 4.1 29.7% $9,688,900 $12,747,700

Philadelphia 2.0% 12,886 -2.4% $743.12 4.5 33.2% $9,575,800 $12,598,900

Greenville/Spartanburg 2.1% 13,735 -6.2% $676.75 4.4 46.4% $9,295,200 $12,229,600

Charlotte 2.4% 15,534 -11.2% $595.50 3.7 48.4% $9,250,500 $12,170,900

Savannah 3.0% 19,814 +2.3% $390.33 2.7 72.0% $7,734,000 $10,175,600

Tampa/St. Petersburg 3.3% 21,796 -7.4% $346.75 2.6 40.7% $7,557,800 $9,943,700

Nashville 1.5% 9,644 +2.7% $650.87 4.3 33.3% $6,277,000 $8,258,600

Dallas/Fort Worth 1.1% 7,327 +2.4% $731.57 4.4 36.4% $5,360,200 $7,052,400

Tallahassee 1.8% 11,935 +4.1% $395.80 2.8 73.0% $4,723,900 $6,215,200

Houston 0.7% 4,423 -6.9% $635.73 4.0 29.6% $2,811,800 $3,699,500

2018 YTD Occupancy

2018 YTD ADR

$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

$117.11 $119.73 $125.06$137.55

$144.97 $145.32

$170.35$178.35

$182.08

$249.15

2018 YTD RevPAR

Augmented Reality

Augmented Reality Project Update: Visitor’s Guide

COMPLETED

• Discovery & Planning

• Timeline

• Pre-Production Coordination: • VG edits and printer process

• Activations Storyboards

• Animations & activations plan for VG & in-market

• Mobile app experience details: • Discovery and placement

• Concepts

• User experience (UX) plan, user flow & wireframes

IN-PROGRESS

Example Cover Activation

Sample Hero Spread AR

Activation from Visitor’s Guide

Augmented Reality – Up Next:

• Visitor Guide:

• Content, development, printing

• App development / tech

• In-market Activation Development

• Promotional strategies

• Project evolution

• Additions, co-ops

Public Relations

Hayworth PRUpcoming PR Initiatives

• Fall FAM – Traditional media, Sept 27-30

– Seaside Amelia Inn, Salty Pelican, Fairbanks House, Welcome

Center/downtown, Café Karibo, Kayak Amelia, Patio Place, Fort

Clinch, Lagniappe, Amelia Adventures, The Surf, Joes Bistro

• Dallas Influencer Event, Oct 25

• Dickens on Centre Activation, Savannah Food & Wine Fest,

Nov 10

Public InputSocial + Content Studio

Content at Work: Red Tide

Content at Work: Red Tide

Content at Work: Wellness

Coming Attractions

• Long-form content: The Real Treasure Island

• Pieces with local focus

• Documentary style

• Increasing paid promotion

• Expanding video gallery and building enhanced and simplified media library

• Instagram and InstagramTV

(Why) International• Only market consistently growing at double-digit rates.

Number of• German visitors = Boston or Chicago. • UK visitors = Dallas-Fort Worth• International overall = New York/New Jersey, into top 5

• Economic impact of German speaking visitors CY 2017 =$12.8M = Philadelphia

• Low-impact, high yield

• Unique characteristics

Special Projects

Special Events

New in FY2019

Old Business

Old Business

• Beach Cleaning

• Wayfinding/Gateway Beautification

New Business

New Business

• FY2019 Marketing Plan• Beach Trash Proposal

Marketing Plan FY19

Key Marketing Strategies

Data-driven decision making

Planning and optimization to

ensure ROIExpansion of

content studio Aggressive public relations initiatives

Consistency of brand identity

Integrated marketing approach

Build Brand Awareness, Drive

Demand

Marketing Goals

Objectives• Always-on, integrated marketing• Multi-medium, paid media• Cutting-edge technology• PR, earned media • Owned digital channels• Grow group & nice markets• 3rd party relationships

Maximize Return on Investment

Marketing Goals

Objectives• Evaluate ROI (research, analytics,

advertising effectiveness)

• Grow flight markets• Visitor Services• Special Events• Potential revenue streams

Advertising Placement Budget

~40% of total marketing budget

In-house buying saves

~5-15% commissions

Digital52%

Print29%

Video3%

International6%

Out-of-Home7%

Audio1%

Other2%

Marketing Goals

Objectives• Content creation, curation &

distribution• Encourage brand advocates• Destination collateral

Ignite Visitor Engagement

Marketing Goals

Objectives• Grow in-market spending• Enhance visitor in-market

experience– Wayfinding– Beach & natural assets– AR app

Enhance Experience,

Increase Yield

Marketing Goals

Objectives• Cooperative programs• Industry resource• Stewards for destinationCreate Cohesive &

Sustainable Tourism Industry

New Business

• FY2019 Marketing Plan• Beach Trash Proposal

Strategic ContentBuild brand awareness, drive demand Video features at every stage of the travel process. Can

easily be targeted to a range of target audiences

Maximize return on investment Ability to repurpose, optimize. Driven internally so able to respond to stakeholder needs.

Ignite visitor engagement Comments and interaction, real-time feedback

Enhance experience, increase yield Illustrate experiences for those in-market and planning phases. Reach desirable, high-yield audiences where they are.

Create a cohesive and sustainable tourism industry

Tell the story of how tourism works for Nassau County. Make assets available at no cost to all stakeholders and residents.

VISIT FLORIDA Awards

World Premiere

AITDC Board MeetingSeptember 26, 2018