AMELIA ISLAND TDC

BOARD BOOK

SEPTEMBER 25TH 2019

AGENDA

Date: Wednesday September 25th, 2019 Location: City of Fernandina Beach, Commission Chambers 204 Ash Street

Fernandina Beach, Florida 3:00pm ________________________________________________________________________

Agenda

• Call to Order Danny Leeper • Board Members Absenteeism Danny Leeper

• Barbara Halverstadt – March 27, 2019 & June 5, 2019 & Sept 25th, 2019 • Olivia Hoblit – November 7, 2018 & December 20, 2018 • Mary O’Donnell – December 20, 2018 & March 11, 2019 & June 5, 2019

Approval of absenteeism.

• Approval of June 5th, 2019 Meeting Minutes Danny Leeper

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

• Introduce – Karen Hadley Director of Strategic Initiatives Gil Langley

• Financials Gil Langley

• Research • STR – August 2019 Gil Langley • Data Service Report 2Q Gil Langley

• Monthly Activity Report Staff • UK Marketing Update Yolanda Fletcher Cellet Marketing & PR

• Old Business • Budget 2020 Gil Langley • Beach Cleaning Gil Langley • Signage Gil Langley

• New Business

• Flight for Sites Increase Gil Langley • 2020 Marketing Plan Gil Langley • AITDC Policies and Procedures Pierre Laporte

• Adjourn

MINUTES

Board Meeting

Wednesday, June 5th, 2019

3:00 p.m.

Nassau County – BOCC Chambers

96135 Nassau Place Suite/1

Yulee, Florida

Present: Danny Leeper, Chip Ross, Arlene Filkoff, Len Kreger, Olivia Hoblit, Bob

Hartman, Jim McManemon, Jack Healan

Absent: Mary O’Donnell, Barbara Halverstadt

Staff: Gil Langley, Amy Boek, Jaime Fallon, Ellen Jenkins

I. Call to Order

Meeting was called to order by Danny Leeper at 3:02 p.m.

II. Approval of Minutes – March 27th, 2019 Board Meeting

A motion was made to approve minutes of the last meeting, Unanimously approved.

III. BOCC Contract Mike Mullin

Mike Mullin announced that after a period of 14 months, he is seeking a recommendation for

approval of the Contract between the BOCC and AICVB. He pointed out that there are two areas

that remain blank on page 5, Section 6, B1 & B2 (Term and Renewal). It was the

recommendation of Mr. Mullin that due to legal issues the contract be between two parties

(BOCC and AICVB) and the AITDC be in an Advisory role.

Jack Healan notes it should continue to be between three parties (BOCC, AITDC, and AICVB).

He also recommended 5 years as the term. Jim McManemon agreed with Mr. Healan that it

should be between the three parties as it has been since inception.

Bob Hartman thanked everyone involved for getting us to contract. He suggested 5 years as the

term to be able to recruit talent. Olivia Hoblit also agreed with the 5-year term and said we need

to continue to market the County strongly as we have since the AICVB was formed. Len Kreger

said we should look at a 10-year term to secure continuity of the marketing efforts, create

stability and to instill confidence in the AITDC team. It was pointed out that the strategic plan

recommended to the BOCC is for a 10-year period.

Arlene Filkoff says that tourism is vital for downtown Fernandina Beach businesses. She wants

to know what problem we are really experiencing resulting in a change to the current contract.

Mr. Mullin reviewed several factors which caused reviews to be done throughout the state. The

current contract proposal is designed to enhance current procedures and improve transparency.

He reiterated that the new contract will not take any authorities away from the AITDC.

Chip Ross then referred to Page 3, Section G and said he is concerned that the Policies and

Procedures are not yet finalized. He stated that current contract says that you must follow county

purchasing process and policy. Dr. Ross noted that to ensure flexibility, the AITDC needs a

policy that will be specific to the AITDC. Mrs. Filkoff noted that policies and procedures can be

amended. Mr. Leeper says the contract should be approved while updated policies are developed.

Mr. McManemon expressed concern that it took so long to get this contract ready for

consideration. Dr. Ross then asked what the big differences were between the old Contract and

the new Contract. Mr. Mullin said he would be happy to meet with each Board member

separately to go over the contract and point out the differences.

Mr. McManemon said he doesn’t want to belabor this any longer as the AITDC needs to move

forward to ensure continued success. Mr. Healan said that the main difference between the two

contracts is that future invoices will now go directly to the County to be paid instead of the

AICVB getting reimbursed (Section 1(D)). John Crawford stated that policies need to be created

that do not hinder the efficiencies/effectiveness of the AITDC.

Gil Langley thanked everyone for being so supportive of the AICVB during the long process. He

agrees that the new contract clarifies the terms and reinforces the procedures to be followed. Mr.

Langley noted some of the Policies and Procedures still need to be addressed. To execute the

Marketing Plan effectively, the AITDC needs to maintain flexibility in several areas which has

been a key to success over the past 10 years.

Mr. Langley recognized Mr. John Crawford and Mr. Mike Mullin’s offices for their efforts. He

said both offices have committed to maintaining the flexibility and providing the tools and

support the AITDC needs. Mr. Langley asked the AITDC to approve and recommend to the

BOCC the contract be executed so that the team can move forward. Dr. Ross asked if policies

and procedures should be finalized before moving forward with the contract. Mr. Langley

responded in good faith the contract can be approved now, and Policies and Procedures can be

added in once recommended by the AITDC and approved by the BOCC. Importantly, adopting

the contract allows the AICVB to fill key staff positions.

Mr. McManemon made a motion to approve the agreement today. Mr, Kreger seconded the

motion adding the 10 year-term. Unanimously approved.

Mr. McManemon moved that any changes in Policies and Procedures come back to the AITDC

for approval. Mr. Hartman seconded the motion. Unanimously approved.

Mr. Mullin thanked the Council and the Clerk of Courts and feels good about the agreement.

IV. Public Input: Items not on the agenda Gil Langley

No public input

V. Financials Gil Langley

FY 2019 Budge vs Actual shows:

Admin 216K/111K

Research 1.05M/541K

Marketing 5.05M/2.23M

Trade 701K/297K

Beach 784K/-23K

Bed Tax Collections:

April Taxable Sales – 16.3M (+6%) YTD Taxable Sales – 81M (+10%)

April Bed Tax – 813K (budget, 753K) YTD Bed Tax – 4M (budget, 3.6M)

Jim McManemon asked how Nassau County ranks among other Florida counties in growth. Mr.

Langley said the only other county outperforming Amelia Island is Monroe (Key West). Mr.

McManemon said that we have to continue to watch revenue performance as many hotels are

behind booking pace and have dropped rates. Ms. Boek said they are noticing a trend of slower

bookings, but they are booking closer in to arrival. Nearly all FL markets are seeing declining

rates of growth in occupancy. Ms. Boek also mentioned that the industry has nearly 900K open

jobs as the fight for talent drives up wages.

Mr. Langley noted that 400 rooms are about to come on the market. That represents 25% of

current traditional lodging inventory. He expects occupancy to decline for a short while once

these new hotels open. Also, Airbnb’s lodging providers continue to run under the radar and not

pay bed tax. This is due in large part to a limited number of transient rental permits in

Fernandina Beach.

VI. Research Gil Langley

STR 2019 shows:

YTD Occupancy +2.6%

YTD ADR +.5%

YTD RevPAR +3.1%

VII. Old Business Gil Langley

Budget 2020 Projected Income, 7.5M (+5%)

Proposed Budget, 9.19M (+14%)

Collections – 227K

Research & Admin – 1.1M

Marketing – 5.2M

Travel Trade – 1.2M

Beach – 1.3M

Reserve Spending:

500K – Marketing

500K – Travel Trade

600K – Beach

No carry forward budgeted

Mr. Hartman made a motion to accept the FY 2020 Budget as presented, Mrs.Hoblit seconded

the motion. Unanimously approved.

Beach Signage – Signage is on hold for now. Don’t have ordinances approved yet.

Beach Cleaning – Snelling is still under contract. No driving on the beach is causing confusion.

City Manager must resolve.

VIII. New Business

AR Update:

Visitor Guides – 30K guides have been distributed YTD

In-Market Launch – Install June 18

AR App – More than 750 downloads

Full Promotion Launch – July 1

Southern Living Idea House:

Opens 6/6/19 (FB Live) – June – December publish

Ameliaisland.com/Southern Living

Public Relations:

Harris Teeter Promotion

Fall FAM & Media Visits

New account rep

Shrimp Days of Summer:

Aug 15 – Sept 30 Lodging need period

Owned & earned promotions; minimal paid through social media

Operations:

Arrival (Gateway/Landscape) – 831K earmarked state budget

Staff Recruitment

Marketing Planning

Off-season promotions

Events:

Zooma Amelia Island – 10/18 – 20 – Marketing Sponsorship Agreement

Right Whale – 11/2 & 3 – Sister city – Hermanus, South Africa

Holiday Lighting – Install October, Remove January

Dickens on Centre – Site extension & parade/caroling add-on. Fanvergence Negotiations

IX. Adjourned at 4:35 p.m.

Approved ____________________________, 2019

Tourist Development Council of Amelia Island

BY: ________________________________ BY: ______________________________

Danny Leeper, Chair Attest: Gil Langley, Managing Director

FINANCIALS

09/18/2019 15:41 |BOARD OF COMMISSIONERS |P 16235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2019 13

ACCOUNTS FOR: ORIGINAL TRANFRS/ REVISED AVAILABLE PCT137 AI TOURIST DEVELOPMENT FUND APPROP ADJSTMTS BUDGET YTD ACTUAL ENCUMBRANCES BUDGET USED____________________________________________________________________________________________________________________________________

37000000 AI TOURIST DEVELOP FUND _________________________________________

37000000 312120 TOURIST DEVELOP -7,232,531 0 -7,232,531 -6,138,054.38 .00 -1,094,476.62 84.9%*37000000 361101 INTEREST-BANK 0 0 0 -6,571.61 .00 6,571.61 100.0% 37000000 361101 BBVA INTEREST-BA 0 0 0 -52,249.79 .00 52,249.79 100.0% 37000000 361101 TDBNK INTEREST-B 0 0 0 -20,672.00 .00 20,672.00 100.0% 37000000 361101 TIAA INTEREST-BA 0 0 0 -21,541.89 .00 21,541.89 100.0% 37000000 361161 EVRB5 CD INTERES 0 0 0 -9,162.22 .00 9,162.22 100.0% 37000000 399951 CASH FWD-RESEAR -79,527 79,527 0 .00 .00 .00 .0% 37000000 399952 CASH FWD-MARKET -1,563,243 -1,429,216 -2,992,459 .00 .00 -2,992,459.00 .0%*37000000 399953 CASH FWD-TRADE -942,561 -178,494 -1,121,055 .00 .00 -1,121,055.00 .0%*37000000 399954 CASH FWD-BEACH -1,562,743 -44,261 -1,607,004 .00 .00 -1,607,004.00 .0%*

TOTAL AI TOURIST DEVELOP FUND -11,380,605 -1,572,444 -12,953,049 -6,248,251.89 .00 -6,704,797.11 48.2%

37521582 TDC ADMIN FEES-TRANS OUT _________________________________________

37521582 591910 CLERK ADMINISTRA 108,488 0 108,488 92,070.82 .00 16,417.18 84.9% 37521582 591910 TAXCO ADMIN FEE- 108,488 0 108,488 92,070.82 .00 16,417.18 84.9%

TOTAL TDC ADMIN FEES-TRANS OUT 216,976 0 216,976 184,141.64 .00 32,834.36 84.9%

37522552 TDC RESEARCH/ADMIN _________________________________________

37522552 531041 MANAGEMENT FEE- 1,052,334 0 1,052,334 893,086.91 .00 159,247.09 84.9%

TOTAL TDC RESEARCH/ADMIN 1,052,334 0 1,052,334 893,086.91 .00 159,247.09 84.9%

37523552 TDC MARKETING _________________________________________

37523552 548110 PRODUCTION 200,000 350,000 550,000 625,707.60 .00 -75,707.60 113.8%*37523552 548120 PAID MEDIA 3,584,667 -350,000 3,234,667 1,893,081.63 .00 1,341,585.37 58.5% 37523552 548240 INTERACTIVE 300,000 0 300,000 167,369.32 .00 132,630.68 55.8% 37523552 548250 MARKETING DATA 87,089 0 87,089 35,120.00 .00 51,969.00 40.3% 37523552 548330 ADV IN HOUSE-MI 35,000 0 35,000 28,931.78 .00 6,068.22 82.7% 37523552 548350 PARTNERS/SPONSO 60,000 0 60,000 60,000.00 .00 .00 100.0%

09/18/2019 15:41 |BOARD OF COMMISSIONERS |P 26235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2019 13

ACCOUNTS FOR: ORIGINAL TRANFRS/ REVISED AVAILABLE PCT137 AI TOURIST DEVELOPMENT FUND APPROP ADJSTMTS BUDGET YTD ACTUAL ENCUMBRANCES BUDGET USED____________________________________________________________________________________________________________________________________

37523552 548520 SPECIAL EVENTS 640,000 0 640,000 356,461.80 .00 283,538.20 55.7% 37523552 548530 GRANT - MUSEUM 17,500 0 17,500 17,500.00 .00 .00 100.0% 37523552 548640 EQUIPMENT 1,500 0 1,500 695.60 .00 804.40 46.4% 37523552 548710 PUBLIC RELATION 82,000 0 82,000 54,000.00 .00 28,000.00 65.9% 37523552 548720 P R - AGENCY EX 25,000 0 25,000 27,618.51 .00 -2,618.51 110.5%*37523552 548740 P R FUNCTIONS-O 15,000 0 15,000 .00 .00 15,000.00 .0% 37523552 548770 P R - MISC/AIR 11,555 0 11,555 .00 .00 11,555.00 .0%

TOTAL TDC MARKETING 5,059,311 0 5,059,311 3,266,486.24 .00 1,792,824.76 64.6%

37523581 TRANS OUT-GENERAL-EQUIPMENT _________________________________________

37523581 591016 TRANS OUT-GENER 800 0 800 .00 .00 800.00 .0%

TOTAL TRANS OUT-GENERAL-EQUIPMENT 800 0 800 .00 .00 800.00 .0%

37524552 TDC TRADE SHOWS/TRAVEL TR _________________________________________

37524552 540000 TRAVEL AND PER 0 0 0 790.94 .00 -790.94 100.0%*37524552 542000 FREIGHT/FEDERAL 3,744 0 3,744 1,894.55 .00 1,849.45 50.6% 37524552 547000 PRINTING-BROCHU 150,000 0 150,000 127,627.45 .00 22,372.55 85.1% 37524552 548018 TRAVEL TRADE 130,155 0 130,155 118,298.22 .00 11,856.78 90.9% 37524552 548018 TDREL TRAVEL TRA 0 0 0 3,990.00 .00 -3,990.00 100.0%*37524552 548019 HOSPITALITY SER 195,156 0 195,156 90,932.50 .00 104,223.50 46.6% 37524552 548019 WELMC HOSPITALIT 0 0 0 20,059.18 .00 -20,059.18 100.0%*37524552 548141 REGIST-REG-TRAD 75,000 0 75,000 39,561.49 .00 35,438.51 52.7% 37524552 548151 OTHER TRAVEL EX 45,000 0 45,000 44,508.03 .00 491.97 98.9% 37524552 548161 FAMILIARIZATION 55,000 -5,000 50,000 2,004.80 .00 47,995.20 4.0% 37524552 552007 PROMOTIONAL SUP 35,000 0 35,000 26,741.66 .00 8,258.34 76.4% 37524552 554006 DUES/SUBSCRIPT/ 12,500 5,000 17,500 14,127.95 .00 3,372.05 80.7%

TOTAL TDC TRADE SHOWS/TRAVEL TR 701,555 0 701,555 490,536.77 .00 211,018.23 69.9%

37525539 TDC BEACH IMPROVMENTS _________________________________________

37525539 331200 HMATT FED GRANT- 0 -148,322 -148,322 -148,322.30 .00 .30 100.0% 37525539 334200 HMATT ST GRANT-P 0 -18,540 -18,540 -18,540.29 .00 .29 100.0% 37525539 534102 CONTRACT SERVIC 939,055 0 939,055 248,353.00 4,034.00 686,668.00 26.9%

09/18/2019 15:41 |BOARD OF COMMISSIONERS |P 36235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2019 13

ACCOUNTS FOR: ORIGINAL TRANFRS/ REVISED AVAILABLE PCT137 AI TOURIST DEVELOPMENT FUND APPROP ADJSTMTS BUDGET YTD ACTUAL ENCUMBRANCES BUDGET USED____________________________________________________________________________________________________________________________________

37525539 554000 DUES & SUBSCRIP 12,500 0 12,500 3,000.00 .00 9,500.00 24.0%

TOTAL TDC BEACH IMPROVMENTS 951,555 -166,862 784,693 84,490.41 4,034.00 696,168.59 11.3%

37999599 RESERVES _________________________________________

37999599 599052 RESERVES RESEAR 79,527 -79,527 0 .00 .00 .00 .0% 37999599 599053 RESERVES MARKET 1,063,243 1,429,216 2,492,459 .00 .00 2,492,459.00 .0% 37999599 599054 RESERVES TRADE 942,561 178,494 1,121,055 .00 .00 1,121,055.00 .0% 37999599 599055 RESERVES BEACH 1,312,743 211,123 1,523,866 .00 .00 1,523,866.00 .0%

TOTAL RESERVES 3,398,074 1,739,306 5,137,380 .00 .00 5,137,380.00 .0%

TOTAL AI TOURIST DEVELOPMENT FUND 0 0 0 -1,329,509.92 4,034.00 1,325,475.92 100.0%

TOTAL REVENUES -11,380,605 -1,739,306 -13,119,911 -6,415,114.48 .00 -6,704,796.52TOTAL EXPENSES 11,380,605 1,739,306 13,119,911 5,085,604.56 4,034.00 8,030,272.44

09/18/2019 15:41 |BOARD OF COMMISSIONERS |P 46235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2019 13

ORIGINAL TRANFRS/ REVISED AVAILABLE PCT APPROP ADJSTMTS BUDGET YTD ACTUAL ENCUMBRANCES BUDGET USED____________________________________________________________________________________________________________________________________

GRAND TOTAL 0 0 0 -1,329,509.92 4,034.00 1,325,475.92 100.0%

** END OF REPORT - Generated by Gil Langley **

7:09 AM

08/12/19 Amelia Island Convention & Visitors Bureau (TDC)

Check Detail July 2019

Date Paid Amount Source Name Memo Original Amount

07/18/2019 Conde' Nast -34,000.00

07/18/2019 -34,000.00 Conde' Nast

37523552 548120 Conde Nast full page ad in May/June

issue 34,000.00

-34,000.00 34,000.00

07/18/2019 Deschanps Mats Systems Inc -31,595.00

07/18/2019 -31,595.00 Deschanps Mats Systems Inc

37525539 534102 Deschambps Mats Systems beach

access mats Burney Park 31,595.00

-31,595.00 31,595.00

07/18/2019 Digital Edge -20,596.60

07/18/2019 -1,250.00 Digital Edge

37523552 548120 Digital Edge meetings website content

and design meettings content distriburion 1,250.00

07/18/2019 -15,250.00 Digital Edge 37523552 548120 Digital Edge leisure content program 15,250.00

-3,346.60 Digital Edge

37523552 548240 Digital Edge monthly retainer email

marketing & pd searching; mail chimp fee 3,346.60

-750.00 Digital Edge

Ritz Carlton Digital Edge email blast co-op program thru

Digital edge for June 750.00

-20,596.60 20,596.60

07/18/2019 Miles Partnership -212,928.00

05/29/2019 -212,928.00 Miles Partnership

37523552 548110 Miles Partnership AI SOW #2

Augmented Reality phase II 212,928.00

-212,928.00 212,928.00

07/18/2019 Sojern Inc -13,500.00

07/18/2019 -4,000.00 Sojern Inc 37523552 548120 Sojern digital ads 4,000.00

07/18/2019 -6,250.00 Sojern Inc 37523552 548120 Sojern digital ads for January 6,250.00

07/18/2019 -3,250.00 Sojern Inc 37523552 548120 Sojern digital ad for Feburary 3,250.00

Page 1 of 2

7:09 AM

08/12/19 Amelia Island Convention & Visitors Bureau (TDC)

Check Detail July 2019

Date Paid Amount Source Name Memo Original Amount

-13,500.00 13,500.00

07/18/2019 Tripadvisor -13,317.43

07/18/2019 -11,264.25 Tripadvisor 37523552 548120 TripAdvisor digital ads 11,264.25

07/18/2019 -1,029.02 Tripadvisor 37523552 548120 TripAdvisor digital ads for May 1,029.02

-354.94 Tripadvisor

Elizabeth Pointe Lodge Tripadvisor digital ads for 2nd

quarter 354.94

-669.22 Tripadvisor

Ocean Coast/Breakwater Tripadvisor digital ads for 2nd

quarter 669.22

-13,317.43 13,317.43

07/25/2019 Florida's First Coast of Golf, Inc. -12,500.00

07/25/2019 -12,500.00 Florida's First Coast of Golf, Inc.

37523552 548120 Fl first coast of golf golf advisor

campaign 7/19-7/20 12,500.00

-12,500.00 12,500.00

07/25/2019 Tripadvisor -12,495.82

07/22/2019 -10,817.40 Tripadvisor 37523552 548120 Tripadvisor digital ad for June 10,817.40

07/22/2019 -840.58 Tripadvisor 37523552 548120 Tripadvisor digital ads for Jun 840.58

-290.21 Tripadvisor

Elizabeth Point Lodge digital ad co-op with TripAdvisor

2nd quarter 290.21

-547.63 Tripadvisor

Ocean Coast/Breakwater digital ad co-op with TripAdvisor

2nd quarter 547.63

-12,495.82 12,495.82

07/25/2019 Meredith Corporation -67,911.00

07/25/2019 -29,070.00 Meredith Corporation

37523552 548120 Meredith Corporation full page ad for

Travel & Leisure for Aug issue 29,070.00

07/25/2019 -38,841.00 Meredith Corporation

37523552 548120 Meredith full page ad for Southern

Living August issue 38,841.00

-67,911.00 67,911.00

Page 2 of 2

8:25 AM

09/16/19 Amelia Island Convention & Visitors Bureau (TDC)

Check Detail August 2019

Num Date Paid Amount Source Name Memo Original Amount

9530 08/01/2019 Digital Edge -19,846.60

2296 07/30/2019 -500.00 Digital Edge

37523552 548240 Digital Edge meetings website

content and design 500.00

2295 07/30/2019 -4,000.00 Digital Edge

37523552 548120 Digital Edge Leisure content program

content distribution; social advertising bo... 4,000.00

-11,250.00 Digital Edge

37523552 548120 Digital Edge digital campaigns display

and retargeting facebook advertising paid... 11,250.00

-3,346.60 Digital Edge

37523552 548240 Digital Edge monthly retainer (Email

marketing & paid serach mgmt) and mail chim... 3,346.60

-750.00 Digital Edge

Ocean Coast Digital Edge email co-op blast program

thru Digital Edge for July 750.00

TOTAL -19,846.60 19,846.60

9534 08/01/2019 Olsen Assoicates Inc -15,000.00

2019142 07/30/2019 -15,000.00 Olsen Assoicates Inc

37525539 548102 Olsen Assoicaites islandwide Amelia

Island Aerial photography aerial survey 15,000.00

TOTAL -15,000.00 15,000.00

9558 08/22/2019 Hayworth Creative, Inc. -20,797.50

080119-120-168 08/08/2019 -6,000.00 Hayworth Creative, Inc. 37523552 548710 Hayworth August retainer 6,000.00

-3,500.00 Hayworth Creative, Inc. 37523552 548250 Visitor profile for August 3,500.00

-100.00 Hayworth Creative, Inc. 37523552 548710 Hayworth media monitoring service 100.00

07119-120-167 08/22/2019 -1,597.50 Hayworth Creative, Inc.

37523552 548710 Hayworth expenses for writer

accomodations and Harris Teeter promotion 1,597.50

070119120166 08/22/2019 -6,000.00 Hayworth Creative, Inc. 37523552 548710 Hayworth July retainer 6,000.00

-3,500.00 Hayworth Creative, Inc.

37523552 548250 Hayworth visitor profile research for

July 2019 3,500.00

-100.00 Hayworth Creative, Inc. 37523552 548710 Hayworth Media Monitoring servie 100.00

TOTAL -20,797.50 20,797.50

Page 1 of 3

8:25 AM

09/16/19 Amelia Island Convention & Visitors Bureau (TDC)

Check Detail August 2019

Num Date Paid Amount Source Name Memo Original Amount

9560 08/22/2019 Jason Woods -17,500.00

INV819DOC19 08/22/2019 -17,500.00 Jason Woods

37523552 548520 Jason Woods deposit for DOC

entertainment coordination 17,500.00

TOTAL -17,500.00 17,500.00

9562 08/22/2019 Sojern Inc -16,700.00

10029871 08/15/2019 -13,700.00 Sojern Inc 37523552 548120 Sojern digital ads for July 13,700.00

10023497 08/22/2019 -3,000.00 Sojern Inc

37523552 548120 Sojern digital display ads remaining

balance 3,000.00

TOTAL -16,700.00 16,700.00

9564 08/22/2019 AVL Productions -11,216.25

INV-02642 08/15/2019 -11,216.25 AVL Productions

37523552 548520 AVL Productions deposit for for

production of DOC 11,216.25

TOTAL -11,216.25 11,216.25

9565 08/22/2019 Lonely Planet Global Inc -12,913.36

CI-GI1760 08/22/2019 -12,913.36 Lonely Planet Global Inc 37523552 548120 Lonely Planet digital campaign 12,913.36

TOTAL -12,913.36 12,913.36

9568 08/30/2019 JSR Media -10,500.00

1486 08/26/2019 -8,500.00 JSR Media 37523552 548120 JSR/Flaminigo for Fall issue 8,500.00

-1,000.00 JSR Media The Omni JSR/Flamingo Fall issue 1,000.00

-500.00 JSR Media Amelia Hotel JSR/Flamingo fall issue 500.00

-500.00 JSR Media Hampton Inn& Suites JSR/Flamingo fall issue 500.00

TOTAL -10,500.00 10,500.00

9570 08/30/2019 Tripadvisor -12,502.63

Page 2 of 3

8:25 AM

09/16/19 Amelia Island Convention & Visitors Bureau (TDC)

Check Detail August 2019

Num Date Paid Amount Source Name Memo Original Amount

490664600732 08/30/2019 -722.42 Tripadvisor

Elizabeth Point Lodge Trip Advisor co-op for digital ads

for July 722.42

-722.79 Tripadvisor

Ocean Coast Hotel Trip Advisor co-op for digital ads for

July 722.79

646135878815 08/30/2019 -11,057.42 Tripadvisor 37523552 548120 Tripadvisor digital ad for July 11,057.42

TOTAL -12,502.63 12,502.63

9572 08/28/2019 3ECJ LLc -49,944.06

1727 08/28/2019 -49,944.06 3ECJ LLc

37523552 548520 3ECJ holiday lighting installation

deposti 49,944.06

TOTAL -49,944.06 49,944.06

9574 08/28/2019 Washingtonian Media -13,325.00

58173-r 08/28/2019 -3,250.00 Washingtonian Media

37523552 548120 Washingtonian Media ad in

September issue 3,250.00

-3,250.00 Washingtonian Media

Ritz Carlton Washingtonian Medai full page ad in

Septmeber issue 3,250.00

58141-R 08/30/2019 -6,825.00 Washingtonian Media

37523552 548120 Washingtonian Media full page ad for

September issue 6,825.00

TOTAL -13,325.00 13,325.00

Page 3 of 3

RESEARCH

Date Created: Sep 17, 2019

Amelia Island Tourist Development Council

Table Of Contents 1

Multi-Segment 2

Trend Amelia Island+ 3

Response Amelia Island+ 4

Help 5

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For the Month of August 2019

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: 2019 STR, Inc. / STR Global, Ltd. trading as "STR".

Tab 2 - Multi-Segment Currency: USD - US Dollar

Amelia Island Tourist Development Council

For the month of: August 2019

Percent Change from August 2018 Percent Change from YTD 2018

2019 2018 2019 2018 2019 2018 Occ ADR RevPAR

Room

Rev

Room

Avail

Room

Sold 2019 2018 2019 2018 2019 2018 Occ ADR RevPAR

Room

Rev

Room

Avail

Room

Sold Census Sample Census Sample

Florida 66.2 68.3 119.80 118.06 79.35 80.69 -3.1 1.5 -1.7 1.1 2.8 -0.4 75.0 75.7 150.46 148.53 112.89 112.45 -0.9 1.3 0.4 3.1 2.7 1.8 3800 2268 445990 338586

Jacksonville, FL 67.0 71.5 108.99 108.35 73.03 77.51 -6.3 0.6 -5.8 -4.4 1.4 -5.0 74.5 74.8 120.18 117.38 89.49 87.84 -0.5 2.4 1.9 3.3 1.4 0.9 271 195 27391 23160

Jacksonville Beaches, FL 64.0 69.0 160.50 158.89 102.67 109.57 -7.2 1.0 -6.3 -3.7 2.8 -4.7 74.6 74.6 180.56 177.08 134.72 132.14 -0.0 2.0 2.0 4.2 2.2 2.2 101 62 8064 6916

Savannah, GA 66.7 65.5 109.19 103.71 72.79 67.98 1.7 5.3 7.1 11.4 4.0 5.8 73.0 72.7 120.11 119.77 87.68 87.03 0.5 0.3 0.7 4.6 3.8 4.3 182 139 16546 14220

Brunswick/Kingsland, GA 64.5 60.6 141.90 142.36 91.56 86.21 6.5 -0.3 6.2 9.3 2.9 9.7 68.2 66.2 139.67 137.73 95.26 91.22 3.0 1.4 4.4 5.1 0.7 3.7 90 58 7081 4932

Daytona Beach, FL 56.1 63.1 103.52 105.61 58.10 66.68 -11.1 -2.0 -12.9 -9.3 4.1 -7.5 68.2 68.6 126.53 125.07 86.27 85.84 -0.7 1.2 0.5 3.0 2.5 1.8 181 75 13912 8801

Charleston, SC 68.9 74.4 136.84 135.82 94.34 101.06 -7.3 0.8 -6.6 -2.3 4.6 -3.1 74.6 77.0 146.16 146.86 109.10 113.10 -3.1 -0.5 -3.5 0.9 4.6 1.4 204 151 21856 17758

Nassau County, FL 64.0 71.8 196.29 196.22 125.72 140.81 -10.7 0.0 -10.7 -10.0 0.8 -10.1 75.2 75.7 225.27 222.38 169.50 168.31 -0.6 1.3 0.7 1.5 0.8 0.2 25 14 2281 1978

St Johns County, FL 57.4 60.7 130.82 126.58 75.09 76.87 -5.5 3.4 -2.3 1.1 3.5 -2.2 69.5 68.9 146.83 142.71 101.98 98.33 0.8 2.9 3.7 6.6 2.8 3.7 83 48 6266 4874

Hilton Head/Beaufort, SC 73.6 70.9 190.48 188.53 140.12 133.65 3.8 1.0 4.8 5.7 0.8 4.6 67.4 66.1 184.76 182.00 124.60 120.30 2.0 1.5 3.6 3.4 -0.1 1.9 46 34 6135 4546

Fort Walton Beach, FL 66.0 67.9 164.83 161.18 108.78 109.41 -2.8 2.3 -0.6 1.5 2.1 -0.7 68.1 65.7 171.75 169.01 116.88 110.97 3.7 1.6 5.3 7.9 2.5 6.2 92 57 10346 7381

A blank row indicates insufficient data.

ADRRevPARADR

Current Month - August 2019 vs August 2018

Occ %

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: 2019 STR, Inc. / STR Global, Ltd. trading as "STR".

Year to Date - August 2019 vs August 2018

Occ % RevPAR Rooms

Participation

Properties

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

Amelia Island Tourist Development Council

For the Month of August 2019

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 2017 2018 2019 2017 2018 2019

This Year 81.0 80.9 78.4 83.7 86.7 74.6 69.1 73.2 62.9 50.8 59.9 78.0 83.8 81.8 78.1 82.1 83.8 64.2 78.5 77.4 76.4 72.6 71.6 72.3

Last Year 84.3 86.3 79.1 85.7 86.8 69.5 52.0 72.7 63.8 51.7 58.0 76.0 81.0 80.9 78.4 83.7 86.7 74.6 75.9 78.5 77.4 71.3 72.6 71.6

Percent Change -4.0 -6.4 -0.8 -2.3 -0.1 7.3 32.8 0.6 -1.5 -1.7 3.4 2.6 3.5 1.2 -0.4 -2.0 -3.3 -13.9 3.3 -1.4 -1.3 1.8 -1.4 0.9

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 2017 2018 2019 2017 2018 2019

This Year 296.32 274.02 262.27 261.53 265.05 217.11 217.41 220.85 202.29 195.15 183.94 207.87 293.48 278.92 263.93 268.59 275.88 221.55 233.92 249.10 253.20 223.13 233.62 240.57

Last Year 267.37 262.63 245.33 246.17 253.51 202.81 199.41 202.85 187.07 184.16 184.31 204.60 296.32 274.02 262.27 261.53 265.05 217.11 229.34 233.92 249.10 217.86 223.13 233.62

Percent Change 10.8 4.3 6.9 6.2 4.6 7.1 9.0 8.9 8.1 6.0 -0.2 1.6 -1.0 1.8 0.6 2.7 4.1 2.0 2.0 6.5 1.6 2.4 4.7 3.0

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 2017 2018 2019 2017 2018 2019

This Year 239.95 221.57 205.71 218.93 229.67 161.95 150.13 161.56 127.22 99.13 110.25 162.05 245.97 228.17 206.12 220.39 231.16 142.22 183.58 192.73 193.42 162.04 167.26 173.83

Last Year 225.48 226.78 193.98 210.98 219.93 140.98 103.68 147.56 119.38 95.16 106.82 155.44 239.95 221.57 205.71 218.93 229.67 161.95 174.16 183.58 192.73 155.34 162.04 167.26

Percent Change 6.4 -2.3 6.0 3.8 4.4 14.9 44.8 9.5 6.6 4.2 3.2 4.2 2.5 3.0 0.2 0.7 0.6 -12.2 5.4 5.0 0.4 4.3 3.2 3.9

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 2017 2018 2019 2017 2018 2019

This Year 57,443 55,590 57,443 55,590 57,443 57,443 55,590 57,443 55,590 57,443 57,970 52,360 57,970 56,100 57,970 56,100 57,970 57,970 450,279 450,279 454,410 676,467 676,345 680,476

Last Year 57,443 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 57,443 450,765 450,279 450,279 677,075 676,467 676,345

Percent Change 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.9 0.9 0.9 0.9 0.9 0.9 0.9 0.9 -0.1 0.0 0.9 -0.1 0.0 0.6

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 2017 2018 2019 2017 2018 2019

This Year 46,515 44,949 45,055 46,536 49,776 42,850 38,387 42,020 34,962 29,180 34,745 40,817 48,585 45,893 45,273 46,031 48,573 37,212 353,377 348,390 347,129 491,239 484,240 491,678

Last Year 48,443 48,001 45,419 47,642 49,835 39,931 28,904 41,786 35,477 29,683 33,291 39,418 46,515 44,949 45,055 46,536 49,776 42,850 342,305 353,377 348,390 482,790 491,239 484,240

Percent Change -4.0 -6.4 -0.8 -2.3 -0.1 7.3 32.8 0.6 -1.5 -1.7 4.4 3.5 4.5 2.1 0.5 -1.1 -2.4 -13.2 3.2 -1.4 -0.4 1.8 -1.4 1.5

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 2017 2018 2019 2017 2018 2019

This Year 13,783,246 12,316,921 11,816,556 12,170,470 13,192,999 9,303,026 8,345,542 9,280,220 7,072,393 5,694,573 6,391,059 8,484,726 14,258,778 12,800,418 11,949,057 12,363,613 13,400,405 8,244,440 82,660,996 86,784,091 87,892,496 109,611,420 113,127,200 118,285,224

Last Year 12,952,027 12,606,711 11,142,589 11,728,259 12,633,693 8,098,213 5,763,741 8,476,445 6,636,591 5,466,332 6,135,835 8,065,038 13,783,246 12,316,921 11,816,556 12,170,470 13,192,999 9,303,026 78,503,655 82,660,996 86,784,091 105,179,100 109,611,420 113,127,200

Percent Change 6.4 -2.3 6.0 3.8 4.4 14.9 44.8 9.5 6.6 4.2 4.2 5.2 3.5 3.9 1.1 1.6 1.6 -11.4 5.3 5.0 1.3 4.2 3.2 4.6

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

Census Props 15 15 15 15 15 15 15 15 15 15 16 16 16 16 16 16 16 16

Census Rooms 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1870 1870 1870 1870 1870 1870 1870 1870

% Rooms Participants 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 95.4 95.4 95.4 95.4 95.4 95.4 95.4 95.4

A blank row indicates insufficient data.

Census %

ADR

Demand

RevPAR

Revenue

Occupancy (%)

Supply

2019

2018

2018

2018

2018

2018

2018

2019

2019

2019

2019

2019

2019

Year To Date Running 12 Months

Year To Date Running 12 Months

Year To Date Running 12 Months

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: 2019 STR, Inc. / STR Global, Ltd. trading as "STR".

Year To Date Running 12 Months

Year To Date Running 12 Months

Year To Date Running 12 Months

2018

-20

-10

0

10

20

30

40

50

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

Monthly Percent Change

Occupancy ADR RevPAR

-2.0

-1.0

0.0

1.0

2.0

3.0

4.0

5.0

Year To Date Running 12 Months

Overall Percent Change

Occupancy ADR RevPAR

RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD • SUITE 260

TAMPA, FLORIDA 33602 TEL (813) 254-2975 • FAX (813) 223-2986

Amelia Island Second Quarter 2019 (April – June)

Visitor Profile

Prepared for: Amelia Island Tourist Development Council

Prepared by: Research Data Services, Inc.

Research@ResearchDataLLC.com

September 2019

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

1 © Copyright 2019. | PCD-2 – 09.13.19

Fiscal Year-to-Date (Oct. - Jun.) CY Second Quarter (Apr. - Jun.)

H/M/C/C * Visitor Stats

FYTD 2018

FYTD 2019

% Δ ‘18/’19

2018

2019

% Δ ‘18/’19

Visitors (#) 500,100 518,600 +3.7 182,900 185,000 +1.1

Direct Exp. ($) $370,953,700 $395,484,200 +6.6 $139,186,900 $146,705,000 +5.4 Total Eco. Impact ($) $488,063,800 $520,338,600 (k: 1.3157) $183,128,200 $193,019,800 (k: 1.3157)

Taxable Ldg. Collections $105,610,980 $113,960,945 +7.9 $46,453,010 $48,284,444 +3.9

* Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) June 2019 Taxable Lodging Collections represent a preliminary estimate.

Fiscal Year-to-Date (Oct. - Jun.) CY Second Quarter (Apr. - Jun.)

Visitor Origins FYTD 2018 FYTD 2019 % Δ

‘18/’19

2018 # of

Visitors

2019 # of

Visitors % Δ

‘18/’19

Florida 106,920 108,142 +1.1 44,993 42,920 -4.6

Southeast 182,122 191,608 +5.2 73,709 75,480 +2.4

Northeast 88,395 88,129 -0.3 26,155 28,120 +7.5

Midwest 72,698 78,868 +8.5 21,948 24,050 +9.6

Foreign 26,024 27,945 +7.4 7,133 6,475 -9.2

Opportunity Mkts 23,941 23,908 -0.1 8,962 7,955 -11.2

Total 500,100 518,600 +3.7 182,900 185,000 +1.1

$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

$180,000,000

$200,000,000

CY Q2 2018 CY Q2 2019

139,186,900 146,705,000

43,941,300 46,314,800

$183,128,200 $193,019,800

CY Q2 Economic Impact

Direct Exp. Indirect/Induced Total Eco. Impact

23.2

40.8

15.2

13.0

3.5 4.3

CY Q2 2019 Visitor Origin Distribution (%)

Florida Southeast Northeast

Midwest Foreign Opp. Mkts

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

2 © Copyright 2019. | PCD-2 – 09.13.19

Occupancy and ADR (STR)** April May June

Occupancy 2019 81.8% 78.1% 82.1%

Occupancy 2018 † 80.9 78.4 83.7

∆ % Occ. (‘18/’19) +1.2% -0.4% -2.0%

ADR 2019 $278.92 $263.93 $268.59

ADR 2018 † 274.02 262.27 261.53

∆ % ADR (‘18/’19) +1.8% +0.6% +2.7%

RevPAR 2019 $228.17 $206.12 $220.39

RevPAR 2018 † 221.57 205.71 218.93

∆ % RevPAR (‘18/’19) +3.0% +0.2% +0.7% ** Source: Smith Travel Research; † 2018 Update

0102030405060708090

Apr. May Jun.

80.9 78.483.781.8 78.1 82.1

Occupancy (STR)2018 2019

0

50

100

150

200

250

300

350

Apr. May Jun.

274.0 262.3 261.5278.9 263.9 268.6

Room Rates (STR)2018 2019

%

$

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

3 © Copyright 2019. | PCD-1 – 09.13.19

Second Quarter 2019 Top U.S. Feeder Markets

States of Origin: Primary Markets 2018 2019

1. Georgia 25.7% 23.8%

2. Florida 24.6 23.2

3. New York/New Jersey 7.4 6.5

4. South Carolina 5.2 5.8

5. North Carolina 5.0 5.7

States of Origin: Secondary Markets 2018 2019

6. Tennessee 3.2% 3.6%

7. Pennsylvania 3.0 3.4

8. Texas 2.7 3.2

9. Ohio 2.6 3.1

10. Michigan -- 2.5

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

4 © Copyright 2019. | PCD-1 – 09.13.19

Second Quarter 2019 Top U.S. Feeder Markets

DMA’s: Primary Markets 2018 2019

1. Atlanta 14.6% 14.3%

2. Jacksonville 8.6 7.9

3. Greater Orlando Area 7.1 6.5

4. Savannah 3.8 4.1

5. New York/New Jersey 4.6 3.9

DMA’s: Secondary Markets 2018 2019

6. Tampa/St. Petersburg 3.0% 3.5%

7. Charlotte 2.4 3.0

8. Greenville 2.3 2.5

9. Chicago 1.8 2.2

10. Boston -- 2.2

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

5 © Copyright 2019. | PCD-1 – 09.13.19

Visitor Profile Metrics:

Length of Stay (Days) 2018

n = 710 2019

n = 611

In Amelia Island 4.3 days 4.4 days

Party Size 2018 2019

Number of People 3.0 people 3.1 people

Travel Party Composition (Multiple Response) 2018 2019

Couple 48.3% 45.9% Family 39.5 40.5 Extended Family 9.0 12.5 Group of Friends 7.9 9.3 Single 4.0 4.2

Have Children or Young Adults In Immediate Travel Party 2018 2019

% Yes 30.4% 32.6%

Transportation Mode (Multiple Response) (Percentaged to the Base of All Respondents) 2018 2019

Personal Car/RV 72.8% 71.6% Plane 24.7 26.6 Rental Car 19.6 20.0

Airport Deplaned (Base: Flew) 2018 2019

Jacksonville International 84.6% 82.0% Orlando International/Sanford 9.5 10.5

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

6 © Copyright 2019. | PCD-1 – 09.13.19

Purpose of Trip (Multiple Response) 2018 2019

Vacation 69.4% 68.1% A Getaway 21.7 19.9 Special Event/Festival 9.5 11.4 Business/Conference/Meeting 9.4 10.6 Visit with Friends/Relatives 9.9 8.5 Wedding/Honeymoon 3.4 4.7 Guy/Girls Trip -- 4.3

First Visit to (% yes) 2018 2019

Amelia Island 51.4% 52.1% Florida 3.2 1.7

0

10

20

30

40

50

60

Q2 2018 Q2 2019

3.2 1.7

48.2 50.4

51.4 52.1

%

First Visit to Amelia Island (% Yes)

New Market Share Gain from Florida TOTAL

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

7 © Copyright 2019. | PCD-1 – 09.13.19

Other Southeast Areas Considered for this Trip (Open Ended Multiple Response) 2018 2019

Considered Only Amelia Island 46.0% 47.3% St. Augustine/Ponte Vedra 20.6 19.2 Savannah 13.3 17.1 Jekyll Island 9.0 12.7 Orlando 10.4 12.0

Hilton Head 8.7 10.3 Florida Keys 11.9 9.4 St. Petersburg/Clearwater 12.8 8.7

Jacksonville Area 9.5 8.6 Charleston -- 8.3

0

5

10

15

20

25

St. Augustine Savannah Jekyll Island Orlando

20.6

13.3

9.010.4

19.217.1

12.7 12.0

Other Areas Considered (Top Four)

Q2 2018 Q2 2019

%

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

8 © Copyright 2019. | PCD-1 – 09.13.19

Why Chose Amelia Island (Multiple Response) 2018 2019

Beach 55.1% 53.9% Never Been/Try Something New 29.8 33.3 Hotel/Accommodations 28.4 28.8 Love/Like the Area 29.2 28.2 Recommendation 27.6 25.8 Nature/Environment 23.0 24.6 Appealing Brochures/Websites 22.2 24.1 Weather 22.2 21.3 Family Oriented Area 18.9 20.9 History 22.4 19.9 Convenient Location 21.5 19.9 Attractions 14.8 18.5 Previous Experience 19.8 17.5 Business/Meeting 9.8 10.9 Event 9.1 10.4 Visiting with Friends/Family 8.6 9.9

On the Way/Enroute 4.9 7.8

0

10

20

30

40

50

60

Beach Never Been Hotel Love/Like Area

55.1

29.8 28.4 29.2

53.9

33.328.8 28.2

Why Choose Amelia Island (Top Four)Q2 2018 Q2 2019

%

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

9 © Copyright 2019. | PCD-1 – 09.13.19

Travel Planning Window 2018 2019

How Far in Advance Start Planning Trip 51.9 days 49.5 days How Far in Advance Book Reservations 33.7 days 34.9 days

Information Most Helpful to Visit (Multiple Response) 2018 2019

Internet 89.6% 90.5% Hotel/Accommodations 29.6 34.6 Previous Visit 36.5 33.1 Recommendation 28.0 27.3 Print Media 17.9 15.7 Maps 10.6 13.7 Mobile App -- 13.2

Family 7.6 9.2 Special Event 7.2 8.6 Business/Conference/Meeting 6.4 7.5

Social Media -- 4.1

Satisfaction with Amelia Island 2018 2019

Very Satisfied 88.4% 85.0% Satisfied 7.1 11.9

Satisfaction Level (Combined) 95.5% 96.9%

Recommend Amelia Island to Friends/Relatives 2018 2019

% Yes 95.9% 97.1%

Plan to Return (% Yes) 2018 2019

To Local Area 89.1% 90.1%

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

10 © Copyright 2019. | PCD-1 – 09.13.19

Demographics 2018 2019

Average Age Head of Household (years) 49.7 49.1 Median Annual Household Income $127,550 $129,108 % Household Income of $100,000+ 67.8% 68.3%

Seen/Read/Heard Amelia Island Information 2018 2019

% Yes 44.0% 46.0%

Influenced by Amelia Island Information 2018 2019

(Base: Respondents Reporting Seen/Heard/Read) 64.7% 68.4%

Avg. Party Budget Breakdown 2018 2019

Accommodations $1,057 $1,150 Restaurant Food/Beverage 466 498 Grocery Store 56 71 Admissions to Attractions 80 91 Other Entertainment 99 95 Retail Purchases 261 280 Miscellaneous 264 272

Amelia Island Base Budget 2018 2019

Total $2,283 $2,457 Per Person/Stay 761 793 Per Person/Day 177 180

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

11 © Copyright 2019. | PCD-1 – 09.13.19

Activities Enjoyed (Multiple Response) 2018 2019

Historic Downtown 85.1% 88.2% Beach 88.5 83.8 Dining Out 86.5 82.7 Relaxing 70.7 68.4 Shopping 57.8 60.5 Sight Seeing 48.1 48.9 State Park 37.2 38.1 Shelling 36.1 36.7 Reading 34.7 31.2 Swimming 32.0 29.7

Attractions 30.5 29.5 Wildlife/Nature/Bird Watching 29.1 28.8 Bars/Nightlife 21.7 19.4 Art Galleries 17.9 18.7 Antiquing 20.9 18.3 Exercising/Wellness 17.2 16.4 Water Cruise 13.9 14.3 Biking -- 12.6

Visiting with Friends/Relatives 15.7 12.2 Farmers Market 10.7 11.6 Festivals -- 9.4

Boating/Watercraft -- 8.4

Fishing 6.1 7.9 Golfing 6.9 4.5

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

12 © Copyright 2019. | PCD-1 – 09.13.19

Attributes that Describe Amelia Island Well 2018 2019

Beautiful Beaches 79.9% 80.8% Good Food and Restaurants 74.1 76.4 Historic Downtown 70.0 72.9 Clean Environment 74.8 72.1 Safe Destination 69.1 71.4 Family Friendly 67.1 63.4 Complete Relaxation 63.4 59.8 Upscale Accommodations 51.8 49.5 A Romantic Place 52.6 48.3 Good Value for the Money 44.2 41.4 State Parks 35.4 38.6 Activities for All Ages 26.3 23.2 Art Galleries 14.4 15.9 Good Water Sports 7.4 9.9 Good Fishing 6.9 8.4 Good Golfing 7.0 6.5

0 50 100

Safe Destination

Clean Environment

Historic Downtown

Food/Restaurants

Beautiful Beaches

69.1

74.8

70.0

74.1

79.9

71.4

72.1

72.9

76.4

80.8

Attributes that Describe Amelia Island Well (Top Five)

Q2 2019 Q2 2018

%

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

13 © Copyright 2019. | PCD-1 – 09.13.19

Amelia Island Assets

• Overall, survey respondents who visited Amelia Island’s beaches in the second quarter of 2019

rate them 4.67 (on a five point scale where five is excellent), with seven out of ten (70.3%) giving

the destination’s beaches a score of five (excellent).

• Specifically in terms of cleanliness, the beaches rate 4.72 on the same scale, with 72.6% giving a

five (excellent) rating.

• Respondents who visited historic downtown Fernandina Beach say that they frequent the

downtown area an average of 3.0 times during their stay.

• Afternoons are the preferred time to visit historic downtown Fernandina Beach with

respondents citing the following visit times (multiple response):

o Morning 46.2%

o Afternoon 77.3%

o Evening 70.1%

• The following amenities draw visitors to historic downtown Fernandina Beach (multiple response):

o Dining 91.7%

o Shopping 80.2%

o Sight seeing 68.0%

o River cruise 20.9%

o Antique shops 15.6%

o Art galleries 14.0%

o Nightlife 13.7%

o Amelia Island History Museum 13.4%

o Events 7.0%

• Many respondents could not think of anything else that they would like to see downtown,

offering comments like “all I anticipated and more” and “I was really impressed with your

downtown.” Others took the opportunity to mention things that they like about the downtown

area now including:

o Music (Sounds on Centre)

o Horse and buggy tours

o River cruises

o Farmers market

o Statues (great photo ops)

o Flowers

o Benches

o Fountains

o Pet friendliness

o Free parking

o Family/child friendliness

o Restaurants

o Signage

Amelia Island Visitor Profile CY Q2 2019 (Apr. - Jun.)

14 © Copyright 2019. | PCD-1 – 09.13.19

• Suggestions from respondents for additions to the downtown area include:

o Drugstore

o Bike lanes

o Bike/scooter rentals

o More shade

o More coffee shops/Starbucks

o Make parts of Centre Street pedestrian only

o Finish the marina

o Park/children’s play areas

o More shops/cafes

o More nightlife

o More public restrooms/drinking fountains

o Sunset parties

o No trains

o More activities along the waterfront

o More parking by the waterfront

o More family oriented restaurants

o Fewer offices on Centre Street

o Better signage for businesses on side streets

o More outdoor/rooftop dining

o Map of walking/cycling paths

o More historical information regarding old houses (when built, who lived there, etc.)

ACTIVITY

Tourism Activity Report

August 2019

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 hospitality 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:

• Visitor Services

• Conferences/Meetings

• Travel Trade Shows

• Events

Marketing:

• Strategy

• Advertising

• Content/Social

• Website

• Collateral

Public Relations:

• Writers

• Coverage

• Press Releases

• Promotions

Amelia Island Tourist Development Council

Tourism Activity Report

Events & Promotions

Visitor Services

o AMELIA ISLAND WELCOME CENTER

o Welcomed 1767 visitors.

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

o Research survey data collected daily and tracked.

o Welcomed 1 motor coach tour, prepared 50 welcome bags.

o Prepared 75 welcome packets for group visits during month of August.

o Visitor Guide fulfillment totaling over 2500 per month.

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

o Monthly STR report and Sales Tax tracking.

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

Conferences/Meetings o Ongoing work with Cvent and AI Website on RFP’s

o Monthly Historic FB Association meeting

o Monthly Northeast Florida Restaurant & Lodging Association meeting

o Monthly Florida’s First Coast of Golf meeting

o Main Street board and organization meetings

o Monthly Jax Sports Council meetings

o Monthly City Event Committee meetings

o Webinars with CVENT/Connect/Skift/Meetings Today

o Delivered VIP Amenities to incoming meeting planners at the Ritz Carlton and Omni

o Continued work with Digital Edge and Silvertech updating Meetings landing page on AmeliaIsland.com

Travel Trade Shows

o Booked a 10x10 booth for the Adventure & Travel Show circuit in 5 cities

o Ordered promotional items

o Budget planning for 2020 travel and trade shows

Amelia Island Tourist Development Council

Tourism Activity Report

Events/Holidays

o Artrageous Artwalk every 2nd Saturday

Upcoming Events:

o Amelia Island Wellness Festival

o Date postponed until 2020 – Pursing spring dates

o Collaboration meeting with the Ritz Carlton

o Planning meeting with Elizabeth McCranie & Deb Cunningham for 2020 festival

o Partnership meeting with Omni to discuss participation

o Dickens on Centre & Holidays

o Proposal received from Jason Woods for Dickens After Dark and Festival entertainment

o Site Visits with WeDecorate for holiday lighting

o Sourcing vendors and entertainment

o Site visit Jacksonville Magazine – partnership developed for management of Dickens

Illuminated Procession

o Volunteer site created for Dickens After Dark – continuing to develop volunteers

o Ad Buys placed Action News Jax – secured Phil Amato as Emcee

o Entertainment bookings confirmed

o Sourcing Artist vendors

o Secured St Nick Grotto Sponsor and structure

o Shrimp Festival

o No update

o Right Whale Festival

o Promotional video complete, release scheduled for September

o Continual contact with event producers for marketing resources o Other

o MOU for Zooma Amelia Island ½ Marathon o MOU for Chamber Music Festival o MOU for Jacksonville Magazine/Dickens Illuminated Procession

o Labor Day Weekend o Blog Written

o Added to Special Offers section of website

Amelia Island Tourist Development Council

Tourism Activity Report

Marketing

Strategy

o Marketing Plan for FY2019

o Continuous execution of tasks as outlined in FY19 plan

o 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 Media planning

o Reviewing and wrapping up development of media plan for FY20

o Contracts and IO signatures coming in

o Continuing promotion of Shrimp Days of Summer

o Blog

o Push on Landing Page directed to Blog

o Upcoming Ads/Advertorial/:

o Travel & Leisure – December Florida Escapes. Advertorial.

o Travel & Leisure – Native Article – Sending Travel Writers here in Oct to write article

“Uniquely Amelia” focusing on a couple coming here for the first time

o Conde Nast “Minute In It” video – Custom video being shot in Oct

o Continuous review, optimization and execution of Marketing Dashboard

o Awaiting county attorney review of ADA compliance proposal from Site Improve for

AmeliaIsland.com and AmeliaIslandTDC.com

o Working with Digital Edge on regular eblasts, SEO work, updating landing page content for

promotional programs, dashboard, etc.

o Continue work on refresh of meetings section with expanded content

o Ongoing landing page development

o Monthly eblasts and email co-ops - September

▪ Co-ops in September– Hampton Inn & Suites Harbor Front, Ocean Coast Hotel at

the Beach

▪ After storm eblast letting folks know the island was spared

o Website – continue to work with Silvertech on optimizing website issues.

o Regular status calls and program management with Digital Edge, and SilverTech vendors

o On-going video production for remainder of FY w/ ICY

Amelia Island Tourist Development Council

Tourism Activity Report

o Eventful Fall

o Amelia Island Lighthouse

o Right Whale Festival

o Dickens on Centre

o Managing, reviewing social media channels

o Continued focus on developing in-house content. Draft blogs on Blogs: National Talk Like a Pirate

Day, Spirits of Amelia. Distribution on travel guides, in emails, push on social media, etc.

Collateral

o White Gift Bags printed and delivered to storage unit for Depot

o Sea Turtles ordered and distributed to Len Krueger for distribution

o Pens ordered and delivered to storage unit for Depot & Office

o Shrimp Days of Summer poster complete and distributed

o Dickens poster in planning stages

o Holiday Home Tour collateral back in development for AI Museum of History after one house pulled

out.

Public Relations

Writers

Confirmed writers and itinerary for Fall FAM trip. Confirmed itinerary for Charlotte-based influencer of Louella Reese to visit for Shrimp Days of

Summer push (Aug. 8-11). Partners were happy with the posted material.

Communicated with Atlanta-based writer Caroline Eubanks. Writer submits to AAA, AFAR and Forbes. Her trip will now be centered around Dickens on Centre.

Confirmed itinerary with Richmond Family Magazine to visit September. Confirmed influencer with @TheSouthernTrunk to visit on October 20-22 with accommodations at

the Seaside Inn. Itinerary will be created in September.

Confirmed itinerary and stay for writer Stephanie Green from the GeorgeTowner. Conducted desk-side with writer for Birmingham Magazine.

Conducted desk-side with Southern Living. Conducted desk-side with Good Grit Magazine.

Press/Outreach

Distributed Shrimp Days of Summer press release to short-lead media outlets in Florida, southeast

and key origin markets.

Distributed Augmented Reality press release to media outlets in Florida, southeast and key origin markets, as well as technology leads.

Amelia Island Tourist Development Council

Tourism Activity Report

Distributed Labor Day Deals press release to media outlets in Florida, southeast and key origin markets.

Wrote and distributed Travel + Leisure press release to media outlets in Florida and the southeast. Sent information to freelancer Christie Galeano on Shrimp Days of Summer.

Followed up with Nashville Parent on article with Visit Florida. Followed up with Canadian TV visit with Visit Florida. Provided Ottawa Life with photos and information. Sent information on dog friendly beaches (HARO Lead).

Sent information on dog friendly accommodations for National Dog Day. Sent press release on Labor Day Deals (multiple HARO Leads). Sent information on SALT and the Sprouting Project for culinary experiences at hotels (HARO Lead).

Sent press kit information for most romantic getaways (Travel + Leisure). Sent information on Florida’s hidden beaches (Travel Awaits).

Pitched Parents Magazine on Places to Take Your Kids Before They Grow Up.

Pitched Garden + Gun on Old Florida, New Again Sent information to NYTimes freelancer on fall vacation deals (secret season).

Pitched Food Network Magazine on featuring Amelia Island in places to travel for food.

Sent information on John Grisham for book related travels (HARO Lead).

Sent information on Augmented Reality to Destinations Florida. Wrote advertorial for Atlanta Magazine (October issue) Sent information on Dickens on Centre (Atlanta Magazine).

Sent information to Visit Florida for most iconic resorts. Sent information to Visit Florida on things to do in the fall.

Sent information on Secret Season (The Washingtonian).

Sent information on Hidden Landmarks (HARO Lead). Sent press release for Flagler Awards to Gil for approval.

Communication

Presented Wheel of Fortune promotional opportunity to the Omni (declined)

Presented Harris Teeter promotional opportunity to partners (working)

Presented promotional opportunity with SET Toyota and Gators (working with Seaside Inn)

Provided activity report

Publicity Report

July/August 2019

T A B L E O F C O N T E N T S

M E D I A G R O U P : I N T E R N E T 1 1 I T E M S

JULIANNE TAYLOR STYLE: Four Days on Amelia Island 3

LOUELLA REESE: Ultimate Amelia Island Travel Guide 3

PUREWOW: Your Next Weekend Escape: Amelia Island, Florida 3

SHERMANS TRAVEL: 13 Islands in the U.S. for an Affordable Getaway 3

SOUNDS LIKE NASHVILLE: AROUND THE SOUTH – VISIT AMELIA ISLAND FOR A GREAT GETAWAY 3

WJXT-TV ONLINE: Amelia Island recognized as one of the best in the U.S.Amelia Island recognized as one of the best in the U.S. 3

365 ATLANTA FAMILY: 33 Best Weekend Getaways in Florida for Marvelous Memory Making 4

FERNANDINA OBSERVER: Amelia Island Voted Among America’s Top 10 Favorite Islands in U.S. by Readers of Travel + Leisure Magazine 4

FERNANDINA OBSERVER: Groundbreaking “Augmented Reality Technology” adds new dimension of fun for Amelia Island visitors 4

AMELIA ISLANDER: Shrimp Days of Summer is here! 4

FAMILY FUN CANADA: Riding the Waves and Exploring All Day Along the North East Coast of Florida 4

M E D I A G R O U P : P R I N T 2 I T E M S

NASHVILLE PARENT MAGAZINE: Hopscotching the Florida Coast 5

TAMPA BAY TIMES: Fall in Love with Amelia Island 5

M E D I A G R O U P : I N T E R N E T 1 1 I T E M S

2

JUL/AUG 2019

M E D I A G R O U P : I N T E R N E T ( 1 1 I T E M S )

JULIANNE TAYLOR STYLE: Four Days on Amelia Island 9/6/2019MEDIA TYPE: BlogsREACH: TEXT SNIPPET:

LOCATION: SOURCE URL: Link to Source

LOUELLA REESE: Ultimate Amelia Island Travel Guide 9/6/2019MEDIA TYPE: BlogsREACH: TEXT SNIPPET:

LOCATION: SOURCE URL: Link to Source

PUREWOW: Your Next Weekend Escape: Amelia Island, Florida

MEDIA TYPE: News Web SitesREACH: 3,827,604TEXT SNIPPET:

9/6/2019LOCATION: New York, New York SOURCE URL: Link to Source

SHERMANS TRAVEL: 13 Islands in the U.S. for an Affordable Getaway 9/6/2019MEDIA TYPE: News Web SitesREACH: TEXT SNIPPET:

LOCATION: SOURCE URL: Link to Source

SOUNDS LIKE NASHVILLE: AROUND THE SOUTH – VISIT AMELIA ISLAND FOR A GREAT GETAWAY 9/6/2019MEDIA TYPE: News Web SitesREACH: 57,415TEXT SNIPPET:

LOCATION: United States of America SOURCE URL: Link to Source

WJXT-TV ONLINE: Amelia Island recognized as one of the best in the U.S.Amelia Island recognized as one of the best in the U.S. 9/6/2019MEDIA TYPE: Online Broadcast VersionREACH: 2,114,049TEXT SNIPPET:

LOCATION: Jacksonville, Florida SOURCE URL: Link to Source

M E D I A G R O U P : I N T E R N E T ( 1 1 I T E M S )

3

JUL/AUG 2019

365 ATLANTA FAMILY: 33 Best Weekend Getaways in Florida for Marvelous Memory Making 8/10/2019MEDIA TYPE: BlogsREACH: TEXT SNIPPET:...home to golf courses, amazing restaurants, andHenderson Beach State Park. Stay here: Sandestin Golf andBeach Resort Amelia Isl...

LOCATION: Woodstock, GeorgiaSOURCE URL: Link to Source

FERNANDINA OBSERVER: Amelia Island Voted Among America’s Top 10 Favorite Islands in U.S. by Readers of Travel + LeisureMagazine

7/20/2019

MEDIA TYPE: News Web SitesREACH: 25,272TEXT SNIPPET:...to this annual survey,” said Gil Langley, President of theAmelia Island Convention and Visitors...

LOCATION: United States of America SOURCE URL: Link to Source

FERNANDINA OBSERVER: Groundbreaking “Augmented Reality Technology” adds new dimension of fun for Amelia Island visitors 7/1/2019MEDIA TYPE: News Web SitesREACH: 25,272TEXT SNIPPET:...The Amelia Island Convention & Visitors Bureau (CVB) hasannounced the launch of a new interactive expe...

LOCATION: United States of America SOURCE URL: Link to Source

AMELIA ISLANDER: Shrimp Days of Summer is here! 6/28/2019MEDIA TYPE: News Web SitesREACH: 1,319TEXT SNIPPET:...When it comes to shrimp, Amelia Island is your best catchdestination. While we do have delicious shrimp to eat, thereis so m...

LOCATION: United States of America SOURCE URL: Link to Source

FAMILY FUN CANADA: Riding the Waves and Exploring All Day Along the North East Coast of Florida 6/28/2019MEDIA TYPE: News Web SitesREACH: 43,284TEXT SNIPPET:...,250 pound and almost 16-foot-long alligator! MaximoAlligator – Photo Sabrina Pirillo The Embassy Suites byHilton...

LOCATION: Canada SOURCE URL: Link to Source

MEDIA GROUP: INTERNET

4

JUL/AUG 2019

M E D I A G R O U P : P R I N T ( 2 I T E M S )

NASHVILLE PARENT MAGAZINE: Hopscotching the Florida Coast

MEDIA TYPE: MagazineREACH: 36,201TEXT SNIPPET:...Amelia Island, Crystal River and Cocoa Beach provideprecious beach time and lots more for taking a closer lookat Florida...

9/6/2019LOCATION: Nashville, Tennessee SOURCE URL: Link to Source

TAMPA BAY TIMES: Fall in Love with Amelia Island

MEDIA TYPE: Daily NewspaperREACH: 157,236TEXT SNIPPET:

9/6/2019LOCATION: Saint Petersburg, FloridaSOURCE URL: Link to Source

M E D I A G R O U P : P R I N T ( 2 I T E M S )

5

JUL/AUG 2019

SUMMARY FOR 7/1/2019 – 8/30/2019

MENTIONS REACH

INTERNET 11 6,094,215

News Web Sites 7 3,980,166

Online Broadcast Version 1 2,114,049

Blogs 3

PRINT 2 193,437

Daily Newspaper 1 157,236

Magazine 1 36,201

TOTAL 13 6,287,652

OLD BUSINESS

NEW BUSINESS

ADJOURN