Date: Wednesday, June 29, 2016 II. IV.storage.cloversites.com... · VI. Budget Report: Gil Langley $15.7 million in bed tax collections for March 2016 vs. March 2015 at $13.6 million

Date: Wednesday, June 29, 2016 Location: Fernandina Beach City Hall, 3 P.M. ________________________________________________________________________

Agenda

I. Call to Order David Caples

II. Approval of April 27, 2016 Meeting Minutes David Caples III. Leave No Trace Ordinance Mary Duffy

Amy Tompkins

IV. Budget Report

a. April/May Taxable Revenue Gil Langley b. April/May Financials Gil Langley c. Budget 2016/17 Discussion Gil Langley

V. Amelia Island Tourist Development Council Update Staff

a. Public Relations Hope Sarzier b. Marketing & Promotions Amy Lacroix c. Digital and International Kate Harris d. STR Report & First Quarter Gil Langley

VI. Old Business

a. Shrimp Festival Economic Impact Amy Lacroix b. Dickens on Centre Amy Lacroix

VII. New Business

a. Governor’s Conference on Tourism September 7-9 Gil Langley

VIII. Public Input

IX. Adjourn

2

Meeting Minutes of the Amelia Island Tourist Development Council

Wednesday, April 27, 2016

3:00 p.m.

Fernandina Beach City Hall Commission Chambers

204 Ash Street, Fernandina Beach, FL 32034

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

Lentz, Jim McManemon, Tim Poynter, Donald Stamets

Absent: Jack Healan, George Sheffield

Staff: Gil Langley, Amy Lacroix, Melanie Crawford, Deb Nordstrom, Kate Harris

I. Call to Order

Meeting was called to order by Danny Leeper at 3:00 p.m.

II. Approval of Minutes – February 24, 2016 TDC Meeting

Motion was made by Tim Poynter to approve minutes of last meeting and seconded by Bob

Hartman, all approved.

George Sheffield has been absent two times in row. Mr. Langley offered that he did inform

he had another board meeting scheduling conflict and asked if TDC would excuse his being

absent. R. Lentz made a motion to excuse Mr. Sheffield’s absence with D. Caples second.

All approved.

III. Nassau County Tax Collector Airbnb Presentation: Tracy Bazaar

At this time Air BnB does not collect or submit taxes or property owner’s rental information

to tax collector’s office. Other than researching parcel ID on the internet there is no way to

cross check registered owners paying tourist tax. Attorneys are currently reviewing all of the

options for contracting with Air BnB to collect bed taxes. Currently, Air bnb is not accepting

responsibility for the tax collecting process and is leaving it up to the property owners to

remit accordingly.

IV. Amelia Island Chamber Music Festival: Joe Marasco

Mr. Marasco introduced himself and referred to the website of the music festival for further

information on the organization. As explained by Mr. Murasco, the Chamber Music Festival

has three missions, including the improvement of the economic impact tourism has on

Amelia Island. He reviewed past performances and events, adding that the TDC sponsorship

has contributed to the success of the organization. He thanked the TDC board for their

support and then announced that the headliner performance in February of 2017 will be

Itzhak Perlman.

4

V. Amelia Island Marketplace: Barbara Halverstadt

As a TDC board member, Ms. Halverstadt gave her comments from her seat explaining the

inception of the new Amelia Island Marketplace. Just opened at Jacksonville International

Airport, the retail operation seems to be doing very well. Pictures were shown, as well as a

short video created by our staff. The video plays continuously at the entrance to the store.

Questions and responses followed regarding content with further suggestions of possible

sellable items.

VI. Budget Report: Gil Langley

$15.7 million in bed tax collections for March 2016 vs. March 2015 at $13.6 million. April is

projected to be a strong month as well. Projections for the remainder of the year are good,

with the only threats on the radar being an outbreak of Zika and tropical storms. YTD budget

is on track with marketing costs so far at $1.8 mill and $318K spent in Travel Trade items.

We are $327K ahead in collections YTD. Mr. McManemon asked if hurdles happen and

collections go down, do we have reserve funds to cover lost collections: reserves are

sufficient if needed.

a. 2016/17 Discussion:

FY2017 Budget Proposal was due to the county by April 29. Several scenarios were

reviewed with consensus being to be a little more conservative with a 5% projected

increase. Net funds at $5,252 million with $600,000 remaining in reserves.

Jim McManemon made a motion to accept the FY2017 proposed budget to be presented

to Nassau County, Tim Poynter seconded and all approved.

Research results showed a $24 million economic impact during Concours Week. Visitor

profiles show GA & FL as the top two states of visitor origin. Average age of visitor is at

50.5 and $129K annual income. All numbers measured in comparable sets showed Amelia

Island in the top rankings for March 2016 and YTD.

VII. Amelia Island TDC Update – Staff

a. Marketing and Promotions – Amy Lacroix

o Showed beach PSA that is being aired through Comcast on local channel only. o Mark the date for 2017 Dickens on Centre to be held Dec 8-11. An all event

Save the Date is being distributed in the upcoming months.

o Several ideas to enhance the 4 day event are in the works. o Lighting options are in discussion. o Boston OOH is underway with AI being displayed throughout public

transportation venues as shown on presentation.

o Canada efforts and Allegiant Air promos are underway. o The Welcome Center has had over 14,000 visitors from February to mid-April

with 21 bus tours and distributed 2078 packets of Amelia Island collateral.

o Trip Advisor has ranked the Welcome Center as #3 of 45 things to do on Amelia Island.

5

b. Interactive/Digital/Social – Kate Harris

For the digital side, the goal is to create, engage and optimize. An interactive quiz has been created to randomly pop up when searching. The tool

helps plan a custom itinerary on Amelia Island.

The social reach in March was over 200,000 people with Twitter followers up by 73%. AI Facebook page had 3.2 million impressions.

Facebook has launched the ability to present Live Video, which was tested during Shrimp Festival.

A video was made to use on social media featuring Jacques Pépin and our own Ktimene Axetell.

A review of the ITB show was given. This is the 2nd year we have attended.

VIII. Old Business

a. Beach Issues – Leave No Trace Ordinance

Ordinance is complete and adopted on April 25. Education collateral is being

distributed island wide by TDC as well as signs and other communications.

IV. New Business

IX. Public Input

Ms. Lentz commented by informing that the fire department had launched a mobile texting for beach conditions and that maybe this could be useful. Our

website is currently using a similar app.

Ms. Halverstadt commented that Air Canada will be coming to JIA on Saturday, May 7.

Adjourned at 4:40 pm by Danny Leeper.

Approved ___________________, 2016

Tourist Development Council of Amelia Island, Florida

By: _____________________________ By: _______________________________

Danny Leeper, Chair Attest: Gil Langley, Managing Director

6

06/23/2016 16:35 |BOARD OF COMMISSIONERS |P 16235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2016 12

ACCOUNTS FOR: 137 AI TOURIST DEVELOP FUND ORIGINAL APPROP REVISED BUDGET YTD ACTUAL MTD ACTUAL ENCUMBRANCE/REQ AVAILABLE BUDGET % USED

____________________________________________________________________________________________________________________________________

37000000 AI TOURIST DEVELOP FUND _________________________________________

137 .000.312120. TOURIST DEVELOPMENT TAX

-4,567,500.00 -4,567,500.00 -3,061,041.44 0.00 0.00 -1,506,458.56 67.0%*137 .000.361101. INTEREST-BANK

0.00 0.00 -251.30 0.00 0.00 251.30 100.0% 137 .000.361101.BUN01 INTEREST-BANK

0.00 0.00 -856.24 0.00 0.00 856.24 100.0% 137 .000.361101.EVRB INTEREST-BANK

0.00 0.00 -11,614.45 0.00 0.00 11,614.45 100.0% 137 .000.361161.EVRB5 CD INTEREST

0.00 0.00 -5,620.01 0.00 0.00 5,620.01 100.0% 137 .000.399951. CASH FWD-RESEARCH/ADMIN

-50,452.00 -49,680.00 0.00 0.00 0.00 -49,680.00 .0%*137 .000.399952. CASH FWD-MARKETING

-1,901,070.00 -2,213,162.00 0.00 0.00 0.00 -2,213,162.00 .0%*137 .000.399953. CASH FWD-TRADE

-748,609.00 -648,697.00 0.00 0.00 0.00 -648,697.00 .0%*137 .000.399954. CASH FWD-BEACH IMPROVEMENTS

-1,705,622.00 -1,700,557.00 0.00 0.00 0.00 -1,700,557.00 .0%*

TOTAL AI TOURIST DEVELOP FUND -8,973,253.00 -9,179,596.00 -3,079,383.44 0.00 0.00 -6,100,212.56 33.5%

37521582 TDC ADMIN FEES-TRANS OUT _________________________________________

137 .521.582.58.591910.CLERK ADMINISTRATIVE FEE-CLERK

68,512.00 68,512.00 37,831.75 0.00 0.00 30,680.25 55.2% 137 .521.582.58.591910.TAXCO ADMIN FEE-TAX COLLECTOR

68,512.00 68,512.00 37,831.75 0.00 0.00 30,680.25 55.2%

TOTAL TDC ADMIN FEES-TRANS OUT 137,024.00 137,024.00 75,663.50 0.00 0.00 61,360.50 55.2%

37522552 TDC RESEARCH/ADMIN _________________________________________

137 .522.552.55.531041. MANAGEMENT FEE-CVB

664,571.00 664,571.00 366,968.05 0.00 0.00 297,602.95 55.2%

8

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FOR 2016 12


____________________________________________________________________________________________________________________________________

TOTAL TDC RESEARCH/ADMIN 664,571.00 664,571.00 366,968.05 0.00 0.00 297,602.95 55.2%

37523552 TDC MARKETING _________________________________________

137 .523.552.55.548110. ADV CONT-AD PRODUCTIONS

235,000.00 235,000.00 100,013.53 0.00 0.00 134,986.47 42.6% 137 .523.552.55.548120. ADV CONT-MAG PLACEMENT

2,342,159.00 2,864,429.00 998,519.40 0.00 0.00 1,865,909.60 34.9% 137 .523.552.55.548240. ADV CONT-WEBSITE

250,000.00 325,000.00 155,724.39 0.00 0.00 169,275.61 47.9% 137 .523.552.55.548250. ADV CONT-FOCUS GROUP RESERVE

75,000.00 75,000.00 48,568.75 0.00 0.00 26,431.25 64.8% 137 .523.552.55.548330. ADV IN HOUSE-MISC

30,000.00 30,000.00 26,290.20 0.00 0.00 3,709.80 87.6% 137 .523.552.55.548350. ADV IN HOUSE-GOLF GETAWAY

54,600.00 57,330.00 57,330.00 0.00 0.00 0.00 100.0% 137 .523.552.55.548520. SPECIAL EVENTS

198,000.00 348,000.00 339,331.75 0.00 0.00 8,668.25 97.5% 137 .523.552.55.548530. GRANT - MUSEUM STIPEND

17,500.00 17,500.00 17,500.00 0.00 0.00 0.00 100.0% 137 .523.552.55.548640. EQUIPMENT

7,500.00 7,500.00 66.58 0.00 0.00 7,433.42 .9% 137 .523.552.55.548710. P R - AGENCY FEES

78,050.00 78,050.00 48,400.00 0.00 0.00 29,650.00 62.0% 137 .523.552.55.548720. P R - AGENCY EXPENSES

60,000.00 60,000.00 11,558.96 0.00 0.00 48,441.04 19.3% 137 .523.552.55.548740. P R FUNCTIONS-ON ISLAND

25,000.00 25,000.00 525.67 0.00 0.00 24,474.33 2.1% 137 .523.552.55.548770. P R - MISC/AIR FARES

5,000.00 5,000.00 0.00 0.00 0.00 5,000.00 .0%

TOTAL TDC MARKETING 3,377,809.00 4,127,809.00 1,803,829.23 0.00 0.00 2,323,979.77 43.7%

37523581 TRANS OUT-GENERAL-EQUIPMENT _________________________________________

137 .523.581.58.591016. TRANS OUT-GENERAL-EQUIPMENT

2,000.00 2,000.00 0.00 0.00 0.00 2,000.00 .0%

9

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FOR 2016 12


____________________________________________________________________________________________________________________________________

TOTAL TRANS OUT-GENERAL-EQUIPMENT 2,000.00 2,000.00 0.00 0.00 0.00 2,000.00 .0%

37524552 TDC TRADE SHOWS/TRAVEL TR _________________________________________

137 .524.552.55.548015. INFORMATION SERVICES

4,500.00 4,500.00 0.00 0.00 0.00 4,500.00 .0% 137 .524.552.55.548018. TRAVEL TRADE PUBLICATIONS

15,000.00 15,000.00 0.00 0.00 0.00 15,000.00 .0% 137 .524.552.55.548019. HOSPITALITY SERVICES

135,000.00 135,000.00 86,634.37 0.00 0.00 48,365.63 64.2% 137 .524.552.55.548111. DUES/SUBSCRIPT/TRAINING

25,000.00 25,000.00 1,774.99 0.00 0.00 23,225.01 7.1% 137 .524.552.55.548121. PRINTING-BROCHURES

400,000.00 315,000.00 97,428.47 0.00 0.00 217,571.53 30.9% 137 .524.552.55.548131. FREIGHT/FEDERAL

5,000.00 5,000.00 0.00 0.00 0.00 5,000.00 .0% 137 .524.552.55.548141. REGIST-REG-TRADE SHOWS

25,000.00 25,000.00 18,946.00 0.00 0.00 6,054.00 75.8% 137 .524.552.55.548151. OTHER TRAVEL EXPENSE

35,000.00 35,000.00 9,490.07 0.00 0.00 25,509.93 27.1% 137 .524.552.55.548161. ON ISLAND - FAMS

40,000.00 315,000.00 54,526.70 0.00 0.00 260,473.30 17.3% 137 .524.552.55.548180. PROMOTIONAL SUPPLIES

8,548.00 43,548.00 29,451.70 0.00 0.00 14,096.30 67.6%

TOTAL TDC TRADE SHOWS/TRAVEL TR 693,048.00 918,048.00 298,252.30 0.00 0.00 619,795.70 32.5%

37525539 TDC BEACH IMPROVMENTS _________________________________________

137 .525.539.53.534102. CONTRACT SERVICE-BEACH CLEAN

433,048.00 433,048.00 56,203.83 0.00 32,813.18 344,030.99 20.6% 137 .525.539.53.554000. DUES & SUBSCRIPTIONS

10,000.00 10,000.00 6,000.00 0.00 0.00 4,000.00 60.0%

TOTAL TDC BEACH IMPROVMENTS 443,048.00 443,048.00 62,203.83 0.00 32,813.18 348,030.99 21.4%

37999599 RESERVES _________________________________________

137 .999.599.59.599052. RESERVES RESEARCH/ADMINISTRATI

10

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FOR 2016 12


____________________________________________________________________________________________________________________________________

50,452.00 49,680.00 0.00 0.00 0.00 49,680.00 .0% 137 .999.599.59.599053. RESERVES MARKETING

1,401,070.00 963,162.00 0.00 0.00 0.00 963,162.00 .0% 137 .999.599.59.599054. RESERVES TRADE

498,609.00 173,697.00 0.00 0.00 0.00 173,697.00 .0% 137 .999.599.59.599055. RESERVES BEACH

1,705,622.00 1,700,557.00 0.00 0.00 0.00 1,700,557.00 .0%

TOTAL RESERVES 3,655,753.00 2,887,096.00 0.00 0.00 0.00 2,887,096.00 .0%

TOTAL AI TOURIST DEVELOP FUND 0.00 0.00 -472,466.53 0.00 32,813.18 439,653.35 100.0%

TOTAL REVENUES

-8,973,253.00 -9,179,596.00 -3,079,383.44 0.00 0.00 -6,100,212.56TOTAL EXPENSES

8,973,253.00 9,179,596.00 2,606,916.91 0.00 32,813.18 6,539,865.91

11

http://208.64.234.21:10091/sites/mu6235/Live/Views/PassThru.aspx?-E=hWH3QignKI7yVRYk8QmGXIoQtL0GUqBH0tVwr34eYiUECDqZDsyCxLXwaO8norSW&http://208.64.234.21:10091/sites/mu6235/Live/Views/PassThru.aspx?-E=beTBWKmSdKSksp9fWUHVftLcbxeUUE4GZCEuwFGyVTrX/4pxVhf7fSZuFH3ZDZry&http://208.64.234.21:10091/sites/mu6235/Live/Views/PassThru.aspx?-E=Gay33MFiDBXWByxjBH994H9G0OX5vXDmLLAlfdCc3yt93FouHjPqE2gxw3T/wZEt&


FOR 2016 12

ORIGINAL APPROP REVISED BUDGET YTD ACTUAL MTD ACTUAL ENCUMBRANCE/REQ AVAILABLE BUDGET % USED

____________________________________________________________________________________________________________________________________

GRAND TOTAL 0.00 0.00 -472,466.53 0.00 32,813.18 439,653.35 100.0%

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

12

4:47 PM

06/23/16 Amelia Island Convention & Visitors Bureau (TDC)

Check Detail April 15 through June 24, 2016

Date Paid Amount Name Memo Original Amount

06/06/2016 American Express -12,956.53

-12,956.53 american express 12,956.53

-12,956.53 12,956.53

04/21/2016 Lonely Planet Global Inc -14,177.12

04/21/2016 -14,177.12 Nassau County BOCC 37523552 548120 Lonely Planet advertising 14,177.12

-14,177.12 14,177.12

04/21/2016 National Geographic Society -18,500.00

04/21/2016 -18,500.00 Nassau County BOCC 37523552 548120 National Geographic ad in National Geographic Traveler East edition18,500.00

-18,500.00 18,500.00

05/05/2016 Allegiant Air LLC -11,800.00

05/05/2016 -3,000.00 Nassau County BOCC 37523552 548120 Allegiant Air ad in Sunseekr 3,000.00

-4,400.00 Nassau County BOCC 37523552 548120 Allegiant Air co-op for ads in Sunseeker4,400.00

-2,500.00 The Omni-Amelia Island Plantation Omni/Villas AIP Sunseeker ad 2,500.00

-750.00 ERA/Fernandina Beach Realty ERA Fernandina Beach Realty Sunseeker ad 750.00

-750.00 Residence Inn & Suites Residence Inn Sunseeker ad 750.00

-400.00 Amelia Hotel at the Beach Amelia Hotle Sunseeke ad 400.00

-11,800.00 11,800.00

05/05/2016 Conde' Nast -55,882.34

05/05/2016 -27,693.00 Nassau County BOCC 37523552 58120 Conde Nast ad for Conde Nast Travelery for May issue27,693.00

05/05/2016 -28,189.34 Nassau County BOCC 37523552 548120 Conde Nast digital ads 28,189.34

-55,882.34 55,882.34

05/05/2016 Intersection Media LLC -35,125.00

05/05/2016 -35,125.00 Nassau County BOCC 37523552 548120 Intersection Media outdoor advertising in Boston35,125.00

-35,125.00 35,125.00

05/12/2016 Atlanta Magazine -17,315.00

05/12/2016 -8,657.50 Nassau County BOCC 37523552 548120 Atlanta Magazine co-op 8,657.50

-2,927.50 Ritz Carlton Amelia Island Ritz Carlton Atlanta Magazine full page ad 2,927.50

-2,927.50 The Omni-Amelia Island Plantation Omini/Villa AIP Atllanta Magazine full page ad 2,927.50

-1,401.25 Amelia Island Bed & Breakfast Assoc. Amelai Island Bed & Breakfast Atlanta Magazine 1/2 pg ad1,401.25

-1,401.25 Residence Inn & Suites Residence Inn Atlanta Magazine 1/2 pg ad 1,401.25

-17,315.00 17,315.00

05/12/2016 Hayworth Creative, Inc. -10,300.00

05/12/2016 -6,000.00 Nassau County BOCC 37523552 548710 Hayworth May retainer fee 6,000.00

-3,500.00 Nassau County BOCC 37523552 548250 Hayworth visitor profile research for May3,500.00

Page 1 of 213

4:47 PM

06/23/16 Amelia Island Convention & Visitors Bureau (TDC)

Check Detail April 15 through June 24, 2016

-800.00 Nassau County BOCC 37523552 548720 Hayworth expenses for Media monitoring nd promotions800.00

-10,300.00 10,300.00

05/19/2016 Paradise Advertising & Marketing, Inc. -64,987.13

05/19/2016 -21,093.00 Nassau County BOCC 37523552 548120 Pardise media buys for Nashville 21,093.00

05/19/2016 -42,994.00 Nassau County BOCC 37523552 548120 Paradise media bus for Nashville for March42,994.00

05/19/2016 -288.13 Nassau County BOCC 37523552 548110 Paradise for design of June print ads for Nashville june print ad and Charlotte ...288.13

05/19/2016 -612.00 Nassau County BOCC 37523552 548110 Paradise production for Spring/summer 612.00

-64,987.13 64,987.13

06/02/2016 Intersection Media LLC -30,000.00

06/02/2016 -30,000.00 Nassau County BOCC 37523552 548120 Intersection advertising for Boston subway and rail station30,000.00

-30,000.00 30,000.00

06/02/2016 Smith & Surrency, LLC -10,150.00

06/02/2016 -550.00 Nassau County BOCC 37523552 548120 Smtih & Surrency ad seriving for Trip advisor550.00

06/02/2016 -1,800.00 Nassau County BOCC 37523552 548120 Smith & Surrency paid search marketing program1,800.00

06/02/2016 -7,500.00 Nassau County BOCC 37523552 548120 Smith and Surrency 2nd quarter conent marketing program7,500.00

06/02/2016 -300.00 Nassau County BOCC 37523552 548520 Smith and Surrency hosting fee for Restaurant week for June July August 2016300.00

-10,150.00 10,150.00

06/09/2016 Hayworth Creative, Inc. -12,705.95

06/09/2016 -6,000.00 Nassau County BOCC 37523552 548710 Hayworth June Retainer 6,000.00

-3,205.95 Nassau County BOCC 37523552 548720 Hayworth expenses for Media monitoring promotions Atlanta Food and Wine festival3,205.95

-3,500.00 Nassau County BOCC 37523552 548250 Hayworth visitor profile research for June3,500.00

-12,705.95 12,705.95

06/16/2016 Chicago Tribune Media Group -10,237.50

06/16/2016 -5,118.75 Nassau County BOCC 37523552 548120 Chicago Tribune ad for Chicago Tribune5,118.75

-1,706.25 Amelia Island Bed & Breakfast Assoc. Amelai Island Bed & Breakfast Association Chicago tribune1,706.25

-3,412.50 Ritz Carlton Amelia Island Ritz Carlton Chicago Tribune ad 3,412.50

-10,237.50 10,237.50

06/23/2016 Silver Tech Inc -28,200.00

06/23/2016 -1,200.00 Nassau County BOCC 37523552 548240 Silver Tech April suppot overage 1,200.00

06/23/2016 -9,000.00 Nassau County BOCC 37523552 548240 Silver Tech ongoing support for June 9,000.00

06/23/2016 -9,000.00 Nassau County BOCC 37523552 548240 Silver Tech ongoing support for May 9,000.00

06/23/2016 -9,000.00 Nassau County BOCC 37523552 548240 Silver Tech ongoin support for april 9,000.00

-28,200.00 28,200.00

Page 2 of 214

OFFICE: 2398 SADLER ROAD, AMELIA ISLAND, FL 32034 PHONE FAX WEB

VISITOR CENTER: 102 CENTRE STREET, AMELIA ISLAND, FL 32034 904-277-4369 904-432-8417 www.ameliaisland.com

Amelia Island Tourist Development Council

Activity Report

APRIL 2016

16

Activity Report 2

Tourism

Administration

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:

• Collateral

• Strategy

• Digital

• Advertising

Public Relations:

• Writers

• Coverage

• Press Releases

• Promotions

17

Activity Report 3

Tourism

Monthly Recap

April and spring time go hand in hand. Flowers are blooming and so are the spring breakers! Lots of activity as people

flock the beaches and downtown welcoming the outdoor activities in full force. Sounds on Centre kicked off the

summer first weekend concert on the 1st and will continue every first weekend. On April 16 the annual Katie Ride for

Life event was a huge success as bikers took on the day. Presented by the Mayo Clinic, the event benefits the Katie

Caples Foundation’s organ donor education and awareness programs. The bike routes cover 18 to 103 miles of various

courses, off road options and a walk and fun run. At month end, the annual Isle of Eight Flags Shrimp Festival on the

28th kicked off the event with the Pirate Parade then continued with festivities throughout the weekend. A great time

was had by all! Amy Lacroix visited Toronto for the Air Canada launch this month which should prove to be a welcomed

addition to JIA’s itinerary that helps lure the international traveler here to Amelia Island. The Amelia Musical Playhouse

and Amelia Community Theatre is always a delight with their talented crew of actors inviting locals and visitors alike.

We also support the Historic Fernandina Beach Association as well as welcoming several Tour and Travel visitors that

frequent the downtown area each month. Our staff participates in monthly team familiarizations to local activities and

events while including a lodging partner visit to see first-hand what they have to offer and in turn convey this to our

visitors. The Amelia Island Welcome Center staff continues to wow tourists from far and wide with vast amounts of

information to share. They are now considered one of the top 10 things to do on Amelia from Trip Advisor reviewers!

18

Activity Report 4

Tourism

Events & Promotions

Visitor Services

Management of Concierge’s providing up to date area information and seasonal events

Inventory management of fulfillment collateral

Monthly STR report updating

Monthly FL Sales Tax updating

Monthly tracking of research information

Visitor Guide and travel information fulfillment

Preparation of welcome material for groups and motor coach visitors

Welcomed 11 tour buses and over 5066 visitors

Welcomed Kuoni group, Retired educators, Naval Academy 1966 class reunion, and the NICE Conference for a total of 423 visitors.

There were 4 weddings that requested packets for a total of 152.

Conferences/Meetings

Ongoing work with Cvent on RFP’s

Attended the monthly Bike Trails Meeting

Attended monthly HFBA meeting

Attended monthly NFHLA meeting

Attended monthly FFCG meeting

Attended Main Street board meeting

Attended JaxSports monthly meeting

Attended monthly Shrimp Festival meeting

Travel/Trade Shows

Air Canada, Toronto

Events

Sounds on Centre

Katie Ride for Life

Isle of 8 Flags Shrimp Festival (kickoff)

19

Activity Report 5

Tourism

Marketing

Advertising

Reviewed and approved creative placements with Paradise Advertising, Digital Edge and My Agency

Coordinated with Hayworth on press releases, advertorial, promotions, media visits and PR programs

Manage meeting RFPs, photo shoot requests and third party events

Attended Main Street board, Chamber Music Festival marketing committee, Shrimp Festival committee meeting & HFBA meeting

Coordinated research program for Shrimp Festival

Attended Air Canada launch party in Toronto, individual media appointments

Developing new historic Fernandina brochure

Investigating using holiday lights for day-to-day program for downtown Centre Street

Assisting with digital programs during Ktimene’s maternity leave – Clean Pix photo project, All Day Amelia quiz launch, paid digital and co-op placements

Quoting and managing rebranding of city’s Egans Creek Greenway brochure

Reviewing opportunity for TaxSlayer partnership

Reviewing proposals for event production for Dickens on Centre

Actively planning for Dickens on Center events – Christmas ornament creation, potential vendors/performers, 3rd party events – AI Runners Club, Main Street, mummers parade

Managing marketing for holiday program – development of Cookie Tour, Holiday Home Tour and Dickens on Center save the date postcard and collateral materials

Update profile and leads in DMAI empowerMint and Mint systems

Updated AITDC roadshow presentation

Updating bike brochure creative for reprint

Quotes for printing maps for Welcome Center

Reviewing research and findings in preparation for 2017 marketing planning

20

Activity Report 6

Tourism

Digital and International

Web and Social:

Performed SEO audit of AmeliaIsland.com and made key optimizations in advance of updates to Google’s rankings, effective May 1.New Ameliaisland.com home page with enhanced video capabilities and content personalization nearing completion

Continuous updates to ameliaisland.com from stakeholders have accelerated in preparation for summer season.

VISIT FLORIDA Twitter Chat on weekend getaways allowed ups to spotlight many partners and attractions and had a reach of 4,435,785 and a spread of 2,805,682 during the day of the chat.

Facebook, Instagram, and Twitter followings continue to grow and engagement numbers remain strong.

Review and approve creative placements for digital advertising, assist in management and optimization of digital co-ops.

Content:

Web video series featured Downtown Amelia Island and was integrated into new Downtown Amelia Island landing page (ameliaisland.com/downtown) in advance of promotion by Omni Amelia Island Plantation. Filmed Shrimp Festival parade and weekend highlights for future content development.

Amelia Island Marketplace store open-end JAX. Delivered first series of video reels to run inside shop and outside facing concourse and preliminary list of local vendors with products that may be of interest.

International:

Organized accommodations and created itinerary for BrandUSA Mega FAM trip arriving May 13th, group will stay at the Omni Amelia Island Plantation, enjoy outdoor activities and dinner in Historic Downtown Fernandina Beach, breakfast and culinary demonstrations at The Ritz-Carlton, Amelia Island before leaving by boat from the harbor front to explore Cumberland Island.

Translated and edited overview of Amelia Island accommodations to be incorporated into database for European meeting planners.

Continue to connect tour operators interested in Amelia Island with lodging partners.

Preparing for visit from Ulrike Wirtz from America Journal, the top travel and lifestyle magazine for North America with a circulation of 36,000+.

21

Activity Report 7

Tourism

Advertising (Paradise)

Agency continued to receive and review media placement opportunities for 2016.

Agency presented the Spring/Summer TV media campaign recommendations.

Agency provided estimate to update the Downtown Fernandina walking tour brochure.

Agency provided a list of vendors that can print a “Z-fold” brochure.

Agency developed and submitted materials for the June issue of the Nashville Lifestyles

Agency developed and submitted materials for the September issue of Charlotte Magazine

Agency developed and submitted 7.5 second spot for the Boston Out-of-Home Takeover.

Upcoming in May

Agency/Client to discuss next steps for the brand project at their meeting scheduled for May 18th in St. Petersburg.

Agency to finalize and place the Spring/Summer TV media campaign scheduled to run in May 9 through June 5 in the Charlotte, Atlanta and Boston markets.

Agency to develop traffic instructions and submit 15- and 30-second TV spots for the Spring/Summer TV campaign.

Agency to design and submit the following creative:

o Atlanta Magazine – September

22

Activity Report 8

Tourism

Public Relations

Hayworth Creative Media Development

Submitted 8 responses to leads from HARO, Media Kitty, SATW, etc. on behalf of Amelia Island.

Provided suggested dining locations for writer Adam Erace on assignment for Fodor’s and freelancing for several outlets. Also arranged a sailing excursion for Adam and his guest during his stay at Omni Amelia Island Plantation Resort (May 2-5).

Sent suggested pitches of family attractions and activities, unique spa treatments, dining, shopping, nightlife and recreation to writer Heather Turk for August-October issue of Allegiant Air’s Sunseeker magazine.

Requested moonlit spa treatments for Organic Spa Magazine from industry and sent relevant treatments to magazine for consideration.

Pitched freelance writer Lisa Lubin on culinary and food piece on Amelia Island for Chicago Tribune following meeting during Chicago media appointments.

Fact-checked details for Redbook summer roundup to feature Amelia Island.

Submitted Timoti’s Seafood Shak to USA Today writer Eric Grossman for roundup of the country’s best seafood shacks.

Fact checked details for upcoming Garden & Gun issue featuring Amelia Island.

Provided quote from Gil Langley for upcoming summer travel feature in South Florida Sun Sentinel focusing on the best hidden gems of the island.

Provided images for a getaways feature in the June issue of Orlando Magazine that will feature Amelia Island.

Submitted Memorial Day Weekend events for families to VISIT FLORIDA’s PR team for Canadian outlet Road Trip for Families.

Fact checked details for AAA Living July/August issue featuring Amelia Island.

Submitted best deals and values available on Amelia Island this summer to writer from Postmedia in Canada seeking information for a Florida roundup.

Provided information on best activities and dining for solo travelers on Amelia Island to VISIT FLORIDA for international press release.

Provided information on new dining as well as best activities on the island to writer Jill Becker on assignment for new 17th South magazine out of Atlanta.

Conducted deskside meetings in Chicago including top freelancers Randy Mink, Andrea Guthmann and Lisa Lubin.

Press Trips

Working on itinerary for writer June Naylor from 360 West (Texas) for a romantic luxury focused story for July 14-16.

Working on fall visit for Charleston Style & Design to focus on upscale Amelia Island.

Working on arranging a late summer or fall visit with Zoomer Magazine in Canada focusing on the upscale and luxury side of the destination.

23

Activity Report 9

Tourism

Working on itinerary for May visit from writer Jessica Hughes with Happily Hughes online blog. Writer accommodations secured at The Ritz-Carlton, Amelia Island for writer, her mother and two young children.

Provided suggested activity and dining information to writer Amber Groce visiting Amelia Island May 28-30 and writing a story for Austin Food Magazine during her stay. Offered to arrange some experiences as she finalizes her schedule for the trip as well.

Working to arrange a summer/early fall press trip with At Home Memphis & Mid-South following new direct Allegiant flight. Will work with airline on airfare for individual trip.

Working with North Carolina-based writer Kathy Newbern about visiting Amelia Island during her summer travel for a press trip to St. Augustine in August.

Agreed to host television crew and host of My Classic Car for the Annual 8-Flags Car show on Amelia Island in October for television coverage. Will work on itinerary as event nears.

Working on securing press trips in new markets with direct flights to Jacksonville on Allegiant.

Promotions

Assisted in putting together prize package for Windy City Live giveaway featuring Amelia Island with Colleen Kelly.

Finalized and signed agreement with Maurice Sporting Goods for fishing promotion to feature Amelia Island in retail locations including Sports Authority, Dick’s Sporting Goods, Walmart and more as well as on social media and finally in a broadcast segment in early 2017. Amelia Island is the official host of the promotion and will welcome winners to film at the island this winter.

Sent winner’s certificates to Harris Teeter prize winner.

Press Releases

Provided local media list and contacts for Main Street’s press release distribution.

Collected Summer packages, events and special offers for upcoming press release to be distributed in May.

Drafted press release on Amelia Island beach ordinance for distribution in May.

Events

Continued working with Chefs for Amelia Island’s participation in Atlanta Food & Wine Festival to feature culinary representation from The Ritz-Carlton, Amelia Island, Omni Amelia Island Plantation Resort and Gilbert’s Underground Kitchen. Finalized schedule of events and conducted calls with chefs for planning purposes. Amelia Island will be represented at five events over the course of the festival in June.

Continued to develop in-store activation in NYC for June and with a lifestyle brand partnership.

Miscellaneous

Provided updated suggested responses for media and guests for CVB as well as for hotels regarding Zika Virus.

Maintained contact with Florida Department of Health in Nassau County regarding the Zika Virus.

Provided copy, images, URL, and details for Conde Nast Traveler May advertorials.

24

Activity Report 10

Tourism

Wrote blog post for Amelia Island website featuring new restaurants on the island.

Provided HD b-roll for Jackson Spalding group for a video piece for upcoming conference taking place on Amelia Island.

Started working on Crisis Plan update for 2016-2017 year to be completed for hurricane season.

25

OFFICE: 2398 SADLER ROAD, AMELIA ISLAND, FL 32034 PHONE FAX WEB

VISITOR CENTER: 102 CENTRE STREET, AMELIA ISLAND, FL 32034 904-277-4369 904-432-8417 www.ameliaisland.com


Activity Report

MAY 2016

26

Activity Report 2

Tourism

Administration

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:

• Collateral

• Strategy

• Digital

• Advertising

Public Relations:

• Writers

• Coverage

• Press Releases

• Promotions

27

Activity Report 3

Tourism

Monthly Recap

Started the month off with the Isle of Eight Flags Shrimp Festival. The biggest event held on Amelia Island every year.

Lots of fun had by all……Sounds on Centre was back on the 5th continuing every first Friday through the summer. Fish to

Fork hosted by the OMNI was held on the 5th and 6th kicking off Mother’s Day Sunday. Wild Amelia took place on the

20th through the 22nd appealing to the nature lover’s with lots of activities spread island wide to choose from. Beach

Buggies invaded the island on Memorial Day weekend winding up with a ceremony and activities in the downtown

historic district. The Amelia Musical Playhouse and Amelia Community Theatre is always a delight with their talented

crew of actors inviting locals and visitors alike. We also support the Historic Fernandina Beach Association as well as

welcoming several Tour and Travel visitors that frequent the downtown area each month. Our staff participates in

monthly team familiarizations to local activities and events while including a lodging partner visit to see first-hand what

they have to offer and in turn convey this to our visitors. The Amelia Island Welcome Center staff continues to wow

tourists from far and wide with vast amounts of information to share. They are now considered one of the top 10 things

to do on Amelia from Trip Advisor reviewers!

28

Activity Report 4

Tourism

Events & Promotions

Visitor Services

Management of Concierge’s providing up to date area information and seasonal events

Inventory management of fulfillment collateral

Monthly STR report updating

Monthly FL Sales Tax updating

Monthly tracking of research information

Visitor Guide and travel information fulfillment

Preparation of welcome material for groups and motor coach visitors

Welcomed 7 tour buses and over 4500 visitors

Conferences/Meetings

Ongoing work with Cvent on RFP’s

Attended the monthly Bike Trails Meeting

Attended monthly HFBA meeting

Attended monthly NFHLA meeting

Attended monthly FFCG meeting

Attended Main Street board meeting

Attended JaxSports monthly meeting

USTA Tourism Week May 1-7

FADMO May 18-20

Travel/Trade Shows

Events

Sounds on Centre

Isle of 8 Flags Shrimp Festival (kickoff)

Wild Amelia

Fish to Fork

Beach Buggies Invasion

29

Activity Report 5

Tourism

Marketing

Advertising

Reviewed and approved creative placements with Paradise Advertising, Digital Edge and My Agency

Coordinated with Hayworth on press releases, advertorial, promotions, media visits and PR programs

Manage meeting RFPs, photo shoot requests and third party events

Attended Main Street board, Chamber Music Festival marketing committee, Florida First Coast of Golf board meeting, and FADMO Marketing Summit

Continuing development of new collateral including brochures for downtown, Egan’s Creek and update of bike brochure

Actively planning for Dickens on Center events – Christmas ornament creation, potential vendors/performers, 3rd party events – AI Runners Club, Main Street, mummers parade

Managing marketing for holiday program – development of Cookie Tour, Holiday Home Tour and Dickens on Center collateral materials

Coordinating summer holiday/Dickens promotion plans

Drafted and distributed request for proposal for 2017 advertising opportunities

Met with Creative Concepts, Beach TV, BlueBridge Production, Dorsey Media, MPI

Reviewed beach safety video pitches

Coordinated Google Welcome Center interior photo shoot

Submitted Flagler award applications

30

Activity Report 6

Tourism

Digital and International

Web and Social:

New ameliaisland.com home page went live featuring video in the hero images, streamlined design, and content personalization showing different hero images to users from different geographies.

Following update of Google’s rankings and SEO updates, organic search numbers continue to climb, reaching 60% (double what is considered a strong number in the industry.)

Expanding Facebook ad campaigns to align with markets targeted by TV campaigns, utilize new features such as carousel display and advanced targeting

VISIT FLORIDA Twitter Chat on Family Travel got strong engagement and had a reach of 4,437,440 and a spread of 2,270,277 during the chat with our posts getting 36 mentions and 18 retweets along with a spike in new Facebook fans on the day of the chat.

Began building live gallery of approved user-generated content organized under the #LoveAmelia hashtag. Increase sharing of traveler-submitted photos and videos on our Facebook and Twitter channels.

Prepared entries for several digital initiatives for 2016 Flagler Awards, including revamped website with travel guides, web video series, and social media photo contest.

Digital Content:

#LoveAmelia downtown video garnered 114,000 video views, reached 258,000 people, and was shared close to 2,000 times. Series continued with release of first “Secrets of a Perfect Beach Day” episodes featuring shelling and picnicking. Filming and production are ongoing to meet goal of two new video modules per month

Optimized and began promoting the All Day Amelia quiz across digital channels.

Attended video-specific presentations at FADMO Marketing summit and explored new 360 technology.

Prepared launch of CleanPix visual images library, which consolidates over 11,000 curated Amelia Island images into an easily searchable and shareable source.

Reviewed proposals for Beach Safety Video and work with Amelia Island Sea Turtle Watch on ongoing information and educational needs following implementation of Leave No Trace ordinance.

International:

Successful BrandUSA Mega FAM trip on May 13th generated positive coverage during the trip and promising connections between top UK tour operators and Amelia Island lodging partners.

Home page personalization includes German language hero image that leads users to German site portal.

Explore PR and influencer partnerships in German-speaking Europe and the UK.

Finalized plans for visit from Ulrike Wirtz from America Journal, the top travel and lifestyle magazine for North America with a circulation of 36,000+.

31

Activity Report 7

Tourism

Advertising (Paradise)

Agency continued to receive and review media placement opportunities for 2016.

Agency secured and placed media buy for the 2016 Spring/Summer TV campaign scheduled to run in May 9 through June 5 in the Charlotte, Atlanta and Boston markets.

Agency developed and submitted materials for the 2016 Spring/Summer TV campaign.

Agency discussed updating the Downtown Fernandina Walking Tour Brochure.

Agency reviewed and gave recommendations to the internal brand audit done by the CVB.

Agency lead a workshop that discussed next steps for the brand project.

Agency provided a creative brief with input from the workshop.

Upcoming in June

Agency to create new concepts for the brand project.

Agency to mointor the success of the Spring/Summer TV campaign.

Agency to begin updating the Downtown Fernandina Walking Tour Brochure.

Agency to design and submit the following creative:

o Atlanta Magazine – September

32

Activity Report 8

Tourism

Public Relations

Hayworth Public Relations

Media Development

Submitted 10 responses to leads from HARO, Media Kitty, SATW, etc. on behalf of Amelia Island.

Finalized missing photo needs for Nancy Floyd with NFocus Magazine following her press trip. Story to run in June issue of the magazine.

Provided family-friendly activities and dining suggestions for a road-trip story in Parents magazine. The piece will be touted in the July print issue and run online.

Provided beach specifics – including dune size, sharks teeth, turtle nesting, etc. – and images for upcoming beaches of the southeast piece for The Atlanta Journal-Constitution in July.

Contacted VISIT FLORIDA regarding Emeril’s Florida to determine if the opportunity is still a paid, marketing program. CVB to follow up directly as it is still considered a marketing program.

Provided golf images for writer Tracey Teo for The Atlanta Journal-Constitution. The piece will run in early June and feature several different Florida attractions and destination, including golf at Omni Amelia Island Plantation Resort.

Provided family packages, activities, etc. for TravelAge West for its Family Getaways supplement and the “Deals and Discounts” page.

Pitched Amelia River Cruise’s shrimping tour and island’s shrimping history for the program Lewis and Calrk on Channel 12, First Coast News.

Provided images of Amelia Island attractions and dining following up on writer Adam Erace’s visit for Fodor’s and various freelance outlets to be featured in.

Scheduled interview for Florida Times Union with Amelia Island TDC, County Manager and Amelia Island Sea Turtle Watch regarding the beach ordinance for story.

Sent shrimp cocktail lead to restaurant partners for a southern cooking magazine to submit their individual recipes. Also shared information about Amelia Island’s shrimping history.

Conducted deskside meetings with writers Gwen Pratesi (SheKnows.com, USNews.com), Valerie Luesse (Southern Living), Julia Sayers (Birmingham Magazine).

Press Trips

Working on itinerary for writer June Naylor from 360 West (Texas) for a romantic luxury focused story for July 14-16.

Working on fall visit for Charleston Style & Design to focus on upscale Amelia Island.

Working on arranging a late summer or fall visit with Zoomer Magazine in Canada focusing on the upscale and luxury side of the destination.

Finalized itinerary for May visit from writer Jessica Hughes with Happily Hughes online blog. Writer experienced The Ritz-Carlton, Amelia Island and several island attractions and partners with her mother and two young children.

Working to arrange a summer/early fall press trip with At Home Memphis & Mid-South following new direct Allegiant flight. Will work with airline on airfare for individual trip.

33

Activity Report 9

Tourism

Working with North Carolina-based writer Kathy Newbern about visiting Amelia Island during her summer travel for a press trip to St. Augustine in August.

Working on securing press trips in new markets with direct flights to Jacksonville on Allegiant.

Working with Florida-based Flourish Magazine for an early fall visit to experience Amelia Island and one of the island’s brand hotels for readers. Itinerary will focus on affordable fall travel for families.

Finalized dinner for the Florida’s First Coast of Golf and Virgin Atlantic Sales Fam during their time on Amelia Island.

Created itinerary in conjunction with VISIT FLORIDA to host Canadian influencer with Solo Traveler Blog for May 26-27. Writer experienced The Fairbanks House and downtown activities during her stay.

Reviewed opportunity to host VISIT FLORIDA China online blogger in June but due to low metric numbers of the outlet and limited availability on the island we were unable to accommodate.

Promotions

Reviewed and confirmed :30 television commercial for fishing promotion with Maurice Sporting Goods. Promotion highlights include in-store displays in retail outlets including Sports Authority, Dick’s Sporting Goods, Walmart and more, social media, television commercial and a broadcast segment in early 2017.

Amelia Island and Omni Amelia Island Plantation Resort giveaway were featured on Wheel of Fortune. Secured television clip for partners.

Provided opportunity to participate in VISIT FLORIDA promotions with WCAO in Baltimore, WNTR in Indianapolis and SmartSource (National).

Press Releases

Provided local media list and contacts for Rendezvous Film Festival’s press release distribution.

Distributed Summer packages, events and special offers press release to regional and national media.

Dristributed press release on Amelia Island beach ordinance for local and regional media.

Events

Finalized all details for Amelia Island’s participation in the Atlanta Food & Wine Festival June 2-15 including coordination of chefs for five different culinary events (including the opening dinner, tasting tents over three days and a brunch) and managed sponsorship requirements. Coordinated all prep, drop off, travel coordination etc. with chefs for duration of event.

Explored opportunity to partner with Jack Rogers for an in-store activation in NYC this summer but brand was unable to commit to partnership.

Started coordination of media event for June 20 & 21 in NYC to feature Amelia Island with two major lifestyle magazine brands – Meredith Company and Conde Nast. Amelia Island CVB will provide mini manicures for editors, writers and staff from those magazines using Amelia Island – branded nail polishes to celebrate the start of summer while conducting one-on-one desksides.

34

Activity Report 10

Tourism

Participated in sponsorship call with Georgia Aquarium regarding their September Aqua Vino event.

Began coordination of the Christmas in July takeover in Atlanta schedule for July 25 to include consumer activations and a small media luncheon to promote Dickens on Centre. Major details to be coordinated in June.

Miscellaneous

Sent Top 10 Things to do on Amelia Island as well as suggested images for Florida’s First Coast of Golf follow up on Virgin Atlantic Sales Fam.

Provided updated suggested responses for media and guests for CVB as well as for hotels regarding Zika Virus.

Maintained contact with Florida Department of Health in Nassau County regarding the Zika Virus.

Continued working on Crisis Plan update for 2016-2017 year to be completed for hurricane season.

35

United Kingdom United States

Blue Fin Building 735 East Main Street110 Southwark Street Hendersonville

London SE1 0TA TN 37075Phone: +44 (0)20 7922 1930 Phone: +1 (615) 824 8664

Fax: +44 (0)20 7922 1931 Fax: +1 (615) 824 3848www.strglobal.com www.str.com


For the Month of May 2016 Date Created: Jun 16, 2016

Tab

Table of Contents 1Multi-Segment 2Trend Amellia Island+ 3Response Amellia Island+ 4Help 5

37

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

For the month of: May 2016

Percent Change from May 2015 Percent Change from YTD 2015

2016 2015 2016 2015 2016 2015 Occ ADR RevPAR

Room

Rev

Room

Avail

Room

Sold 2016 2015 2016 2015 2016 2015 Occ ADR RevPAR

Room

Rev

Room

Avail

Room

Sold Census Sample Census Sample

Florida 70.8 70.7 127.76 124.11 90.49 87.75 0.2 2.9 3.1 4.6 1.4 1.6 76.0 76.7 150.14 146.22 114.07 112.14 -0.9 2.7 1.7 3.1 1.4 0.5 3649 2065 423583 310808

Jacksonville, FL 73.6 70.3 113.38 109.30 83.49 76.86 4.7 3.7 8.6 9.4 0.7 5.5 73.7 71.6 106.82 101.42 78.78 72.60 3.0 5.3 8.5 9.1 0.6 3.6 268 184 27381 22019Jacksonville Beaches, FL 73.6 75.0 179.70 177.38 132.24 133.02 -1.9 1.3 -0.6 2.2 2.8 0.9 75.1 74.4 163.35 157.90 122.62 117.49 0.9 3.5 4.4 6.2 1.7 2.6 98 55 7911 6124Savannah, GA 71.7 77.9 117.09 117.80 84.00 91.74 -7.9 -0.6 -8.4 -6.8 1.8 -6.2 71.0 74.6 116.49 110.64 82.71 82.58 -4.9 5.3 0.2 1.3 1.2 -3.8 172 130 15254 12939Brunswick/Kingsland, GA 66.1 60.0 130.54 125.80 86.34 75.49 10.2 3.8 14.4 15.0 0.5 10.8 64.6 59.5 113.90 107.14 73.53 63.73 8.5 6.3 15.4 18.4 2.6 11.4 90 57 7030 4967Daytona Beach, FL 61.5 61.8 105.15 97.16 64.70 60.05 -0.5 8.2 7.7 7.3 -0.4 -0.8 66.5 65.3 117.59 110.55 78.16 72.20 1.8 6.4 8.3 8.6 0.3 2.1 179 70 13491 8185Charleston, SC 80.2 81.6 152.58 150.14 122.33 122.54 -1.8 1.6 -0.2 0.9 1.1 -0.7 75.2 74.1 139.33 134.82 104.74 99.97 1.4 3.3 4.8 6.0 1.1 2.5 178 128 18783 15104Nassau County, FL 73.3 73.5 210.08 209.14 154.03 153.80 -0.3 0.4 0.2 0.2 0.0 -0.3 72.5 71.9 200.95 193.67 145.75 139.20 0.9 3.8 4.7 4.7 0.0 0.9 24 12 2266 1869St Johns County, FL 67.8 69.4 149.78 147.80 101.62 102.52 -2.2 1.3 -0.9 2.7 3.6 1.3 71.9 70.8 136.31 131.20 98.01 92.94 1.5 3.9 5.4 7.8 2.2 3.7 80 42 5937 4174Hilton Head/Beaufort, SC 69.1 73.2 172.44 161.94 119.08 118.58 -5.7 6.5 0.4 1.7 1.2 -4.5 60.4 58.4 142.86 135.36 86.31 79.10 3.4 5.5 9.1 10.0 0.8 4.2 45 34 6014 4552Fort Walton Beach, FL 70.6 65.9 163.23 160.83 115.26 106.05 7.1 1.5 8.7 9.6 0.9 8.0 56.2 55.0 132.30 130.55 74.42 71.86 2.2 1.3 3.6 4.4 0.8 3.0 87 49 9915 6515

A blank row indicates insufficient data. Source 2016 STR, Inc.

Participation

Occ %

Current Month - May 2016 vs May 2015

DISCLOSURE Destination Reports are publications of STR, Inc. (Reports containing only North American data) and STR Global Ltd (Reports containing worldwide data) and are intended solely for use by our paid subscribers. Reproduction or distribution of Destination Reports, in whole or part, without written permission of either STR, Inc. or STR Global Ltd. is prohibited and subject to legal action. Site licenses are available. Please consult your contract with STR, Inc. or STR Global, Ltd for the terms and conditions governing the ownership, distribution and use of Destination Reports and their contents.

RevPARADROcc %

Year to Date - May 2016 vs May 2015

RoomsRevPAR PropertiesADR

38

Tab 3 - Trend Amellia Island+ Currency: USD - US DollarAmelia Island Tourist Development Council

For the Month of May 2016

2014

Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May 2014 2015 2016 2014 2015 2016

This Year 48.3 56.0 76.4 79.1 77.9 75.5 82.9 86.2 72.3 67.2 62.6 62.7 56.4 58.4 70.7 82.0 78.7 74.6 70.1 72.9 72.9 65.4 69.7 71.2Last Year 41.7 54.7 63.6 74.1 78.4 79.4 78.6 83.2 70.0 65.3 67.9 58.7 48.3 56.0 76.4 79.1 77.9 75.5 66.9 70.1 72.9 61.6 65.4 69.7

Percent Change 15.7 2.3 20.1 6.8 -0.7 -4.9 5.5 3.6 3.4 3.0 -7.8 6.8 16.8 4.3 -7.5 3.6 1.1 -1.2 4.8 3.9 0.0 6.1 6.5 2.2

2014



Percent Change 8.4 9.5 3.4 4.3 8.6 3.6 5.9 6.9 3.1 11.3 6.4 4.0 3.1 0.4 9.7 8.3 0.3 0.6 7.1 4.8 4.1 8.0 4.8 4.8

2014



Percent Change 25.4 12.0 24.2 11.4 7.8 -1.5 11.7 10.7 6.5 14.7 -1.9 11.1 20.4 4.7 1.5 12.3 1.4 -0.7 12.2 8.9 4.1 14.7 11.6 7.2

2014


This Year 57,505 57,505 51,940 57,505 55,650 57,505 55,650 57,505 57,505 55,650 57,505 55,650 57,505 57,505 51,940 57,505 55,650 57,505 280,225 280,105 280,105 677,409 677,075 677,075Last Year 57,536 57,536 51,968 57,536 55,680 57,505 55,650 57,505 57,505 55,650 57,505 55,650 57,505 57,505 51,940 57,505 55,650 57,505 253,816 280,225 280,105 610,111 677,409 677,075

Percent Change -0.1 -0.1 -0.1 -0.1 -0.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 10.4 0.0 0.0 11.0 0.0 0.0

2014


This Year 27,753 32,195 39,672 45,502 43,327 43,406 46,148 49,585 41,580 37,405 36,009 34,919 32,427 33,565 36,701 47,147 43,801 42,870 196,507 204,102 204,084 443,109 471,744 482,157Last Year 24,010 31,495 33,063 42,634 43,657 45,658 43,751 47,872 40,225 36,312 39,046 32,683 27,753 32,195 39,672 45,502 43,327 43,406 169,801 196,507 204,102 375,975 443,109 471,744

Percent Change 15.6 2.2 20.0 6.7 -0.8 -4.9 5.5 3.6 3.4 3.0 -7.8 6.8 16.8 4.3 -7.5 3.6 1.1 -1.2 15.7 3.9 0.0 17.9 6.5 2.2

2014


This Year 4,457,742 5,353,435 6,591,854 11,364,860 11,081,830 10,218,333 10,921,400 11,856,995 8,362,362 7,269,728 7,577,519 6,247,791 5,369,278 5,602,402 6,688,901 12,757,719 11,235,947 10,149,981 40,964,684 44,610,312 46,434,950 87,059,013 97,091,336 104,040,023Last Year 3,557,589 4,782,887 5,311,437 10,211,236 10,286,221 10,372,903 9,775,407 10,708,731 7,849,842 6,340,734 7,725,441 5,623,127 4,457,742 5,353,435 6,591,854 11,364,860 11,081,830 10,218,333 33,060,618 40,964,684 44,610,312 68,369,539 87,059,013 97,091,336

Percent Change 25.3 11.9 24.1 11.3 7.7 -1.5 11.7 10.7 6.5 14.7 -1.9 11.1 20.4 4.7 1.5 12.3 1.4 -0.7 23.9 8.9 4.1 27.3 11.5 7.2

2014

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

Census Props 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15Census Rooms 1855 1855 1855 1855 1855 1855 1855 1855 1855 1855 1855 1855 1855 1855 1855 1855 1855 1855

% Rooms Participants 94.9 94.9 94.9 94.9 94.9 94.9 94.9 94.9 94.9 94.9 94.9 94.9 94.9 94.9 94.9 90.3 90.3 90.3


Supply

RevPAR

ADR

Census %

Occupancy (%)

Revenue

Demand

2016

2015

2015

2015

2015

2015

2015

2016

2016

2016

2016

2016

2016

Year To Date Running 12 Months







2015

-10-505

1015202530

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

Monthly Percent Change

Occupancy ADR RevPAR

-1.00.01.02.03.04.05.06.07.08.0


Overall Percent Change

Occupancy ADR RevPAR

39

Tab 4 - Response Amellia Island+Amelia Island Tourist Development Council

For the Month of May 2016

STR Code Name of Establishment City & State Zip Code Aff Date Open Date Rooms

Chg in

Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D

44497 Amelia Hotel At The Beach Fernandina Beach, FL 32034 May 2002 May 2002 86 ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○47061 Beachside Motel Fernandina Beach, FL 32034 Jun 1977 Jun 1977 2048799 Closed Bailey House Fernandina Beach, FL 32034 Jun 2003 Dec 1993 0 Y24037 Closed Ocean View Motel Fernandina Beach, FL 32034 Jun 2004 0 Y19824 Closed The 1735 House Amelia Island, FL 32034 Jan 1997 Jun 1925 0 Y53702 Comfort Suites Oceanview Amelia Island Fernandina BeachFernandina Beach, FL 32034 Aug 2006 Aug 2006 50 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●20111 Days Inn Fernandina Beach Fernandina Beach, FL 32034 Nov 2008 Dec 1986 134 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●30447 Elizabeth Pointe Lodge Amelia Island, FL 32034 Jun 1991 Jun 1991 2543254 Florida House Inn Amelia Island, FL 32034 Jun 1990 Jun 1990 1842360 Greyfield Inn Fernandina Beach, FL 32034 Jun 1962 Jun 1962 1640136 Hampton Inn & Suites Amelia Island Historic Harbor Front Fernandina Beach, FL 32034 Jun 2000 Jun 2000 122 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●34247 Hampton Inn Amelia Island @ Fernandina Beach Fernandina Beach, FL 32034 Dec 1997 Dec 1997 81 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●10514 Omni Amelia Island Plantation Resort Amelia Island, FL 32034 Mar 2013 Jun 1972 404 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●57260 Omni Villas Of Amelia Island Amelia Island, FL 32034 Sep 2010 Jan 1999 259 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●59777 Residence Inn Amelia Island Fernandina Beach, FL 32034 Aug 2009 Aug 2009 133 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●19971 Ritz-Carlton Amelia Island Amelia Island, FL 32034 Jun 1991 Jun 1991 446 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●59000 Seaside Amelia Inn Fernandina Beach, FL 32034 Apr 2008 Apr 2008 46 Y ○ ○ ○ ● ● ● ● ● ● ● ● ● ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○48469 The Addison On Amelia Island Fernandina Beach, FL 32034 May 1997 May 1997 15

Total Properties: 18 1855 ○ - Monthly data received by STR● - Monthly and daily data received by STRBlank - No data received by STRY - (Chg in Rms) Property has experienced a room addition or drop during the time period of the report


201620152014


40

Tab 5 - Help

All data is processed by STR using both the current and historical sampling of hotels.For further questions about the methodology used to produce our reports, please email [email protected].

Average Daily Rate (ADR)

Room revenue divided by rooms sold, displayed as the average rental rate for a single room.

Census (properties and rooms)

The number of properties and rooms that exist in our database for the area(s) or segment(s) shown on the report.

Country

A geographic area that has internationally recognized boundaries, an organized economy, and a sovereign government with external recognition. It is typically recognized by the International Organization for Standardization (ISO).

Custom Segments Defined by a + at the end of the segment name. If a custom segment is based on a selected group of properties, new properties that come into the area will NOT automatically be added to this segment. The new property can be added alone as long as it has no more than five months of data. Once the property has six or more months of data it is considered an established property, requiring a two property change (add one/drop one or add two).

Demand (Rooms Sold)

The number of rooms sold or rented (excludes complimentary rooms).

Exchange Rate

The factor used to convert revenue from U.S. Dollars to the local currency. The exchange rate data is obtained from Oanda.com.Any aggregated number in the report (YTD, Running 3 month, Running 12 month) uses the exchange rate of each relative month when calculating the data.

Index

Index (Occupancy, ADR, RevPar) - Property performance divided by competitive set performance multiplied by 100.Internationally, indexes are also referred to as MPI – Market Penetration Index (Occupancy Index), ARI – Average Rate Index (ADR Index), and RGI – Revenue/RevPAR Generation Index (RevPAR Index).

Market

A geographic area within a country. Markets are defined by STR and STR Global.

Occupancy (Occ)

Rooms sold divided by rooms available multiplied by 100. Occupancy is always expressed as a percentage of rooms occupied.

Percent Change

Amount of growth - up, flat, or down - this period versus same period last year (month or year-to-date). Calculated as ((TY - LY) / LY) * 100.

Revenue (Room Revenue)

Total room revenue generated from the sale or rental of rooms.

RevPAR (Revenue Per Available Room)

Room revenue divided by rooms available.

Sample or % Room Participants

The percent of rooms from which STR receives data. Calculated as (Sample Rooms/Census Rooms)* "100"

Sub-Market

A geographic sub-area within a Market. Sub-markets are defined by STR and STR Global.

Supply (Rooms Available)

The number of rooms times the number of days in the period.

Twelve Month Moving AverageMeasures (Occ, ADR, RevPAR, Supply, Demand, Revenue) are calculated using the sum of the values of the given month and of the preceding eleven months.

WD (Weekday)

Average of Sunday through Thursday

WE (Weekend)

Average of Friday and Saturday

Year-to-date

Measures (Occ, ADR, RevPAR, Supply, Demand, Revenue) are calculated using the sum of the values from January 1 of the given year.

41

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

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

First Quarter 2016 Visitor Profile (January - March) Amelia Island Tourist Development Council

Prepared for:


Prepared by:

Research Data Services, Inc.

[email protected]

May 2016

42

Amelia Island Visitor Profile First Quarter 2016 (Jan. – Mar.)

1 © Copyright 2016. | PCD-1 – 5.13.16

H/M/C/C Visitor

Statistics * CY Annual 2014 CY Annual 2015

%

‘14/‘15 Q1 2015 Q1 2016

%

‘15/‘16

Visitors (#) 574,400 618,200 +7.6 150,100 157,300 +4.8

Direct Expenditures ($) $391,386,800 $433,142,700 +10.7 $103,977,300 $114,168,300 +9.8

Total Economic Impact ($) $514,947,500 $569,885,800 k: 1.3157 $136,802,900 $150,211,200 k: 1.3157

Visitor Origin CY Annual 2014 CY Annual 2015 %

‘14/‘15 Q1 2015 Q1 2016

%

‘15/‘16

Florida 116,031 131,974 +13.7 22,965 24,696 +7.5

Southeast 241,035 252,174 +4.6 47,282 51,122 +8.1

Northeast 86,268 92,050 +6.7 31,971 34,921 +9.2

Midwest 81,405 85,553 +5.1 30,921 30,044 -2.8

Foreign 25,377 29,602 +16.6 11,708 11,326 -3.3

Markets of Opportunity 24,284 26,847 +10.6 5,253 5,191 -1.2

Total 574,400 618,200 +7.6 150,100 157,300 +4.8

Occupancy and ADR ** January February March

Occupancy 2016 58.4% 70.7% 82.0%

Occupancy 2015 † 56.0 76.4 79.1

% Occ. (‘15/‘16) +4.3% -7.5% +3.6%

ADR 2016 $166.91 $182.25 $270.59

ADR 2015 † 166.28 166.16 249.77

% ADR (‘15/‘16) +0.4% +9.7% +8.3%

RevPAR 2016 $97.42 $128.78 $221.85

RevPAR 2015 † 93.10 126.91 197.63

% RevPAR (‘15/‘16) +4.7% +1.5% +12.3%

Visitor Origins (in Thousands)

First Quarter 2016 Visitor Origin Distribution (%)

Occupancy

Room Rates

0.0

10.0

20.0

30.0

40.0

50.0

60.0

FL SE NE MW FOR MO

23

47

32 31

12

5

25

51

3530

11

5

%2015 2016

15.7

32.5

22.2

19.1

7.2

3.3

FL

SE

NE

MW

FOR

MO

0.0

30.0

60.0

90.0

January February March

56.0

76.4 79.1

58.4

70.782.0

% 2015 2016

0.0

50.0

100.0

150.0

200.0

250.0

300.0

January February March

166.3 166.2

249.8

166.91182.25

270.6

$2015 2016

** Source: Smith Travel Research; †

2015 Update

* H/M/C/C: Visitors staying in a commercial lodging (hotel, motel, condo, or campground).

43

Amelia Island Visitor Profile First Quarter 2016 (Jan. – Mar.)

2 © Copyright 2016. | PCD-1 – 05.13.16

Amelia Calendar Year Summary

Visitor Statistics CY Quarter 1

(Jan – Mar ‘15) CY Quarter 2 (Apr – Jun ‘15)

CY Quarter 3 (Jul - Sep ‘15)

CY Quarter 4 (Oct - Dec ‘15)

Calendar Year

2014

Calendar Year

2015 % CY

2014-2015

H/M/C/C Visitors (#) 150,100 162,500 173,100 132,500 574,400 618,200 +7.6%

Direct Expenditures ($)

$103,977,300 $119,925,000 $119,612,100 $89,628,300 $391,386,800 $433,142,700 +10.7%

Total Economic Impact

$136,802,900 $157,785,300 $157,373,600 $117,924,000 $514,947,500 $569,885,800 +10.7%

H/M/C/C Visitor Origins

CY Quarter 1 (Jan – Mar ‘15)

CY Quarter 2 (Apr – Jun ‘15)

CY Quarter 3 (Jul - Sep ‘15)

CY Quarter 4 (Oct - Dec ‘15)

Calendar Year

2014

Calendar Year

2015 % CY 2014-2015

Rel % # of Vis. Rel % # of Vis. Rel % # of Vis. Rel % # of Vis. # of Visitors # of Visitors

Florida 15.3 22,965 23.0 37,375 22.4 38,774 24.8 32,860 116,031 131,974 +13.7%

Southeast 31.5 47,282 43.3 70,363 48.4 83,781 38.3 50,748 241,035 252,174 +4.6%

Northeast 21.3 31,971 15.4 25,025 10.3 17,829 13.0 17,225 86,268 92,050 +6.7%

Midwest 20.6 30,921 10.6 17,225 11.2 19,387 13.6 18,020 81,405 85,553 +5.1%

Foreign 7.8 11,708 3.0 4,875 4.0 6,924 4.6 6,095 25,377 29,602 +16.6%

Markets of Opp. 3.5 5,253 4.7 7,637 3.7 6,405 5.7 7,552 24,284 26,847 +10.6%

Total 100.0 150,100 100.0 162,500 100.0 173,100 100.0 132,500 574,400 618,200 +7.6%

44

Amelia Island Visitor Profile First Quarter 2016 (Jan. - Mar.)

3 © Copyright 2016. | PCD-1 – 05.13.16

FIRST QUARTER TOP DMA’S (2015-2016)

Q1 States of Origin Q1 DMA’s

2015 54

2016 2015 2016

1. Florida 15.3% 15.7%

1. Jacksonville 7.2% 7.4%

2. Georgia 15.1 14.8

2. Atlanta 6.3 6.7

3. New York/New Jersey 6.7 7.2

3. Greater Orlando Area 6.4 6.2

4. Ohio 5.3 5.6

4. New York/New Jersey 5.6 6.3

5. North Carolina 5.7 5.4

5. Boston 4.8 4.3

6. South Carolina 5.4 4.5

6. Tampa/St. Petersburg 2.7 3.2

7. Virginia/D.C. 3.5 4.1

7. Chicago 2.5 3.1

8. Pennsylvania 6.1 3.8

8. Savannah 2.6 3.0

9. Illinois -- 3.3

9. Washington, D.C. 2.2 2.9

10. Massachusetts 3.2 2.9

10. Greenville/Spartanburg -- 2.7

45


4 © Copyright 2016. | PCD-1 – 05.13.16

First Quarter 2015 First Quarter 2016

n = 706 n = 694

Length of Stay (Days) In Amelia Island 4.0 days 4.0 days

Party Size (# of People) 2.6 people 2.7 people

Travel Party (Multiple Response) Couple 60.1% 62.8% Family 24.7 23.7 Extended Family 8.6 11.5 Group of Friends 4.0 7.0 Single 7.3 6.0

Have Children or Young Adults in Immediate Travel Party (% Yes) 19.1% 19.5%

Transportation Mode (Multiple Response)

Personal Car/RV 74.2% 77.0% Plane 25.5 21.8 Rental Car 20.5 17.9

Airport Deplaned (Base: Flew) Jacksonville International 81.7% 83.8% Orlando International/Sanford 9.1 7.1

Purpose of Trip (Multiple Response) Vacation 57.1% 58.8% A Getaway 29.9 28.0 Visit with Friends and Relatives 10.6 11.5 Business/Conference/Meeting 12.5 10.0 Wedding/Honeymoon 4.7 6.4 Special Event/Festival 7.5 5.7

Length of Stay (Days)

Transportation

Purpose of Trip (Top Four)

0

1

2

3

4

In Amelia Island

4.0 4.0


0

10

20

30

40

50

60

70

80

Personal Car/RV Plane Rental

74.2

25.520.5

77.0

21.817.9

%First Quarter 2015 Fourth Quarter 2016

0

10

20

30

40

50

60

Vacation Getaway Friends/Relatives

Business/Conf/Mtg

57.1

29.9

10.612.5

58.8

28.0

11.5 10.0

%


Days

First Quarter 2003 First Quarter 2006 Length of Stay (days) Away from Home 9.7

46

Documents

Date: Wednesday, June 29, 2016 II. IV.storage.cloversites.com... · VI. Budget Report: Gil Langley $15.7 million in bed tax collections for March 2016 vs. March 2015 at $13.6 million