government in the sunshine “government in the sunshine ...storage.cloversites.com... · series”...
TRANSCRIPT
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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 orindirect 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.
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Thank You
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FINANCIALS
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FY2015 YTD Taxable
Revenue
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FY2015 YTD Taxable
Revenue
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FY2015 YTD Budget
Description FY 2015 Budget FY Actual Variance
INCOME $5,712,500 $5,223,190 $489,310
EXPENSES
Cost of Collections $130,500 $115,821 $14,679
TDC Admin. 15% $632,925 $561,730 $71,195
Marketing - 65% $3,829,346 $2,569,658 $1,259,688
Travel Trade - 10% $621,950 $303,957 $317,993
Beach Improv. 10%** $496,950 $95,482 $401,469
EXP. TOTAL $5,581,171 $3,530,827 $2,050,344
NET $829 $1,576,543 $1,576,543
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EVENTS
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Our Mission
• Bring world-class chamber music to diverse audiences in Nassau County
• Educate audiences about works performed and mentor aspiring young musicians by distinguished visiting artists
• Strengthen local economy by attracting Festival patrons from nearby Florida counties, southeast Georgia and beyond
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Our History
• Founded by Christopher Rex in 2001, making 2016 our 15th Anniversary Season
• Initial sponsorship by First National Bank (now CBC National Bank)
• Strong volunteer/donor support from outset
• Small professional staff added as Festival expanded
• Intimate venues including churches and historic Nassau County Courthouse
• Festival always been a true community effort
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Strong Base of Sponsorships• CBC National Bank• Rayonier Advanced Materials Foundation (supports 3
free concerts)• Florida Public Utilities• RockTenn• Ritz-Carlton Amelia Island• Omni Hotels & Resorts• Florida Division of Cultural Affairs• WJCT• Keyboard Connection (provides Yamaha grand piano)• Amelia Island Tourist Development Council
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Economic Impact
• 56% of attendees at last year’s Joshua Bell concert from outside Amelia Island
• Festival publicity encompasses major northern and central Florida cities and selected markets in Georgia and South Carolina
• Estimated 30-35,000 attendees since 2001
• Selected as one of Southeast Tourism Society’s Top 20 Events for May
• 50% ticket price discount for visitors staying at Amelia Island accommodation
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Superstar Concert
• The AICMF will present an international superstar with the celebrity and appeal of Joshua Bell at the opening concert on January 14, 2016.
• The artist’s first-ever appearance in northeastern Florida
• Scheduled for First Baptist Church with seating capacity of approx. 1,000
• Regional marketing and publicity effort starts Sept. 8
• Sell-out audience expected with many attendees from outside Amelia Island
• Sponsored in part by CBC National Bank
• Solidifies our position as one of the nation’s preeminent classical music festivals
• The AITDC’s support will ensure our ability to present an internationally renowned superstar each year
• This will establish a new paradigm that will raise our already high artistic level to even greater heights
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Dover Quartet
• Internationally acclaimed ensemble appointed Quartet-in-Residence
• Other residencies include Curtis Institute of Music and Northwestern University
• One of last season’s most well-received concerts
• Scheduled for two performances during 2016 season
• Master classes for promising music students
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Preliminary 2016 Schedule
13-15 Winter/Spring Concerts• International Superstar - January 14• Anne Akiko Meyers - January 31• American String Quartet - February 14 • Dover String Quartet - February 19• Dover String Quartet Master Class - February 20• Christiania Trio - April 10• Chee-Yun, Andres Diaz and Wendy Chen - April 15• Zuill Bailey - May 2• Dover Quartet - May 8• Still rounding out remaining schedule
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Sponsorship
• AITDC will enter into a three year, $52,500 sponsorshipinvestment to be used for the enhancement of the “Superstar Series” event; said enhancement shall include procuring top name entertainment and/or assistance with additional activities and events, as may be deemed appropriate by AITDC. The sponsorship will be paid as follows. 2016 -$25,000; 2017 - $17,500; 2018 - $10,000. After 2018, the event is to be self-sustaining using revenues generated from previous years.
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AITDC PROPOSAL• 1(c) - These tickets will be available
until 10 days prior to the concert date. (Student/Teacher/Parent Complimentary Ticket Program)
• 1(d) - This is based upon seating capacity of 1000 seats or more; available tickets will be 20% of the seating capacity in venues having less than 1000 seats.
• 2(c) - AITDC will assist AICMF with additional support for marketing promotions and public relations up to a value of $5,000 in year one, $3,500 in year two, and $2,000 in year three.
• 1(c) - Upon request by the AITDC, AICMF will provide ten (10) complimentary tickets throughout the year to any other performances to which admission is charged.
• 1(d) - The AICMF will provide 200 half price tickets for use by lodging establishments offering AICMF package deals.
• 2(c) - Through its normal marketing operations, AITDC will assist with additional support for marketing promotions and public relations for the AICMF.
AICMF MODIFICATION
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• Umbrella promotion
• Holiday Lighting
• Home Tour
• Cookie Tour
• Dickens on Centre
• Event coordination
• Advertising plan
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We Decorate
Holiday Lighting
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We Decorate
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We Decorate
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We Decorate
• Proposal includes Front - 8th Streets
• Includes:
• Trees, building, electric, installation, takedown, & storage
• Electrical cost
• Existing city lights
• Discounted pricing for future years
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We Decorate
Preview
8:00 pm
Welcome Center
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• Transform into 19th century Victorian Christmas, with
historic decor, characters, entertainment & vendors
• Event production:
o Master plan, schedule, site layout
o Period decor
o Vendor program
o Event setup, production, equipment
o Entertainment & activities
December 4-13
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Vendors
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Dickens Characters
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Entertainers
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Photo Ops
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• Budget estimate, $200,000
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MARKETING
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METRICS
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June 2015 STR
• Figures represent Amelia Island, not Nassau County
Change
Occupancy 82.9% 5.5%
ADR $239.50 5.8%
RevPar $198.60 11.6%
Demand 46,148 5.5%
Revenue $11,052,256 11.6%
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July 2015 STR
• Figures represent Amelia Island, not Nassau County
Change
Occupancy 86.3% 3.6%
ADR $242.13 6.9%
RevPar $208.92 10.8%
Demand 49,618 3.6%
Revenue $12,013,804 10.8%
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Occupancy YTD
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ADR YTD
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RevPar YTD
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Comp Set YTD
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Visitor Profile, Q2 2015
• First visit visitors - 54.9%
• Internet most helpful channel - 86%
• Satisfaction rate - 97.1%
H/M/C/C Visitor
Statistics * CY Annual 2013 CY Annual 2014
% D
‘13/‘14 Q2 2014 Q2 2015
% D
‘14/‘15
Visitors (#) 519,400 574,400 +10.6 153,400 162,500 +5.9
Direct Expenditures
($)
$334,634,900 $391,386,800 +17.0 $111,675,200 $119,925,000 +7.4
Total Economic
Impact ($)
$440,279,200 $514,947,500 +17.0 $146,931,000 $157,785,300 +7.4
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5 Year Q2 Visitor
Expenditures
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• FFCG co-op
• Morning Drive w/ Matt Ginnella – 6-
min segment
• :60 w/ 50% SOV
• Geo-targeted digital program
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Advertising
• Co-ops in regional lifestyles
• FL/GA
• Holiday
• 2016 FY planning
• 75+ proposals from RFP
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Objectives of Campaign:
• Brand awareness
• Engagement
• Conversions
quality of audience > quantity of viewers
Timing/Seasonality:
• Weighted in Q1 & Q2 to prepare for spring/summer
• Targeted for shoulder and off-peak
FY2016 Advertising
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FY2016 Placement Budget
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Creative Agency Review
• Current campaign
• Sneak peek at
VFGC, Monday
3pm
• Future direction
decisions
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Looking Forward
• Finalize advertising plans and partner co-op program
• Draft marketing plan
• Update annual collateral materials
• Visitor Guide
• Map - NEW!
• Value Card
• Restaurant Week 2016
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DIGITAL
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Approach
Our travelers are online. We reach
them through the funnel. We listen.
We measure what’s working, adapt,
and share what we learn.
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Ameliaisland.com
Q1 and Q2
• 68% increase in visitors
• 267% increase in requests
for information (12,804 vs
3,485)
• 2,000+ phone calls to
accommodations between
May and July.
• Mobile use up by 1,812%.
Mobile represented 49% of
all site traffic year to date
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Ameliaisland.com
Q1 and Q2
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Ameliaisland.com
Q1 and Q2
Huge growth in
opportunity
markets such as
New York (184%
increase), Illinois
(239%) and
Massachusetts
(162%)
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Feedback Loop
Research
Social Media
TripAdvisor
Website
Welcome
Center Community
Stakeholders
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Welcome Center → Blog &
Social
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Email → Island-Wide
Promotion
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Community ↔Cross-Platform
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Community ↔ Cross-Platform
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Community ↔ Cross-Platform
Facebook + Twitter + Periscope +
Instagram + YouTube
= reach over 65,000 people
globally
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So Far...
• Growing & optimizing web and social
platforms
• Developing feedback loop
• Integrating of TripAdvisor
• Streamlining media planning
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What’s Next?
• Blog and calendar integration
• Travel guides and itineraries
• Automated campaigns to re-engage
site visitors and stay top-of-mind
• Continously test, measure and
optimize
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Media plan funnel
Extend reach, grow awareness in fly markets
Enhance consideration; intercept competition
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Visitor Guide
Survey
• Email sent 7/20/2015
• 10,000 subscribers
• > 22% response rate
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Visitation
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Guide usage in destination
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Takeaways
• Big 3 needs
• Itineraries & things to do
• More “real” photos
• Improved map
• Local spotlights
• Implications
• Content strategy
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TripAdvisor
review integration
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TripAdvisor
content update
• DMO hub to feature
travel guides
• Fully programmable
• International Phase 2
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JackRabbit search pilot
• MetaSearch test
campaign
• Precursor to co-op
• Proven ROI
• Complementary to
existing programs
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Island Press Visits
• Southbound Magazine- Family-Friendly Amelia Island- 68,280 circulation- August 13-16
• Atlanta Magazine-Islands issue-70,133 circulation- August 21-23
• Nashville Parent- 37,604 circulation- September
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Promotions
• WJMK Radio-Chicago market-Omni Amelia Island Plantation Resort-August 29 – September 4
• Ready2Fish-National audience-Fall 2016-Partnership with South Bend, Maurice Sporting Goods and Ready2Fish
-Includes print media, online, social media, retail displays in select Walmart stores and broadcast
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Toronto Media Mission
• Toronto Media Luncheon and Dinner-September 29-30-Toca at The Ritz-Carlton, Toronto-Private lunch and dinner event for Toronto-area media
-Top media include:Toronto Sun Toronto Star
Globe & Mail Canada.com
Canadian Living Travelife
Travelweek Today’s Parent
Today’s Bride Dreamscapes
DINE Magazine National Post
Style at Home Canadian World Traveler
Xtra Canadian Gardening
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Highlighted Media Coverage
• News4Jax (June & July)- TV Coverage included best spas, Independence Day Weekend and Weekend Getaways
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Highlighted Media Coverage
• News4Jax (June & July)- TV Coverage included best spas, Independence Day Weekend and Weekend Getaways
• Florida Sun (July/August)- Amelia Island
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Highlighted Media Coverage
• News4Jax (June & July)- TV Coverage included best spas, Independence Day Weekend and Weekend Getaways
• Florida Sun (July/August)- Amelia Island
• Orange Appeal (July/August)- Florida’s First Coast at its Finest
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Highlighted Media Coverage
• News4Jax (June & July)- TV Coverage included best spas, Independence Day Weekend and Weekend Getaways
• Florida Sun (July/August)- Amelia Island
• Orange Appeal (July/August)- Florida’s First Coast at its Finest
• Nightwire Magazine (August)- Amelia Island, Florida
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Highlighted Media Coverage
• News4Jax (June & July)- TV Coverage included best spas, Independence Day Weekend and Weekend Getaways
• Florida Sun (July/August)- Amelia Island
• Orange Appeal (July/August)- Florida’s First Coast at its Finest
• Nightwire Magazine (August)- Amelia Island, Florida
• Southern Boating (August)- Charming Amelia Island
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OLD BUSINESS
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Final FY2016 Budget
Description FY 2016
Budget
Tourist Dev. Funds $4,567,500
Reserve/Carryforward $750,000
Cost of Collection $137,025
Net Tourist Dev. Funds $5,180,475
TDC Admin $664,571
Marketing $3,379,809
Travel Trade $693,000
Beach Improv $433,095
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Overall Goals: Increase overnight visitation to Amelia Island
• Build awareness in emerging markets
• Shift paid media investments into higher risk, higher
growth markets
• Drive conversions for overnight visitation
• expanded LOS /spend, increase economic impact
• Expand repeat visitation
• Build content, boost earned media
Marketing Plan
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Established market:
• Atlanta, GA
Emerging markets:
• New York metro
• Boston
• Washington D.C. metro
• Chicago
• Charlotte
• Nashville
Target Geo Markets
International markets:
• Canada
• UK
• Germany
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Final FY2016 Budget
Description FY 2016
Budget
Tourist Dev. Funds $4,567,500
Reserve/Carryforward $750,000
Cost of Collection $137,025
Net Tourist Dev. Funds $5,180,475
TDC Admin $664,571
Marketing $3,379,809
Travel Trade $693,000
Beach Improv $433,095
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Beach Renourishment
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Leave No Trace
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NEW BUSINESS
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• Adults, ages 35-64
• Generally female decision maker
• $125,000+ household income
• Couples, Empty-Nesters, Families
• Travel enthusiasts
• Experiential traveler
Target Audience
DemographicsEstablished Markets:
Mature
Couples
Growth Markets:
Affluent families
Young professionals
(Gen X & Y)
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• Nature-based/Eco tourism
• Golf
• Weddings
• Experiential Travelers
• Light adventure board
• Health and wellness
• Gender based
• Leisure groups
• Meetings/Groups
Niche Markets
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FY 2016 Advertising
Placement BudgetMedium % of Budget Budget Allocation
Print 26% $582,961.34
Digital 35% $784,755.65
Radio 3% $67,264.77
Television 23% $515,696.57
International 6% $134,529.54
Outside 5% $112,107.95
Other 2% $44,843.18
TOTAL 100% $2,242,159