VCB Board of Directors Meeting Packet May 25, 2021 1:30 pm

VCB Board of Directors Meeting Packet

TABLE OF CONTENTS

PACKET CONTENTS

ANTI-TRUST & CONFLICT OF INTEREST STATEMENT PAGE 1 AGENDA PAGES 2-3 MINUTES FROM APRIL 2021 MEETING PAGES 4-9 FINANCIAL STATEMENT PAGES 10-16 STR REPORT CAN BE EMAILED TDC BED TAX COLLECTION REPORTS PAGES 17-19 GOOGLE ANALYTICS PAGES 20-32 INDUSTRY EMAIL BLAST STATS PAGE 33 CONSUMER EMAIL BLAST STATS PAGES 34-37 INQUIRY REPORT NOT AVAILABLE VISITOR CENTERS REPORT PAGE 38 PARTNERSHIP REPORT PAGE 39 IN-HOUSE CREATIVE REPORT PAGES 40-41 SOCIAL MEDIA REPORT PAGE 42 SALES SUMMARY PAGES 43-44 SALES REPORT PAGE 45 COMMUNICATIONS SUMMARY PAGES 46-47 COMMUNICATIONS TRACKING PAGE 48 PROMOTIONS REPORT PAGES 49-50 FFCG PAGE 51

VCB Board of Directors Meeting Packet May 25, 2021 1:30 pm

Via Zoom virtual meeting and Sebastian Hotel 333 S Ponce de Leon St. Augustine, FL 32084

Anti-Trust Statement

The purpose of this meeting today is to act upon matters relating to the business of St. Johns County Visitors and Convention Bureau and not to discuss or pursue the business interests of individual companies. We should proceed with caution and alertness, keeping in mind the requirements and prohibitions of Federal and State Antitrust laws. Specifically, but without limitation, there should be no discussions or deliberations relating to pricing methods, allocation of territories or customers, or restraints of trade as to property owners, suppliers or others. We should concern ourselves only with the business of St. Johns County Visitors and Convention Bureau as set forth in the agenda for this meeting.

Conflict of Interest Statement

It is the duty of every member of the Board of Directors who is in any way, directly or indirectly, interested in a contract or proposed contract with the St. Johns County Visitors and Convention Bureau to disclose the nature and extent of such interest and to refrain from voting in respect to the contract or proposed contract.

1

Call to order:

Acknowledge Anti-Trust Statement and Conflict of Interest Statement

Roll Call:

Public Comments:

Consent Agenda Items

1. Approval of April Minutes2. Primary Metrics3. Departmental Reports4. Financial Reports

Agenda Items

1. President’s Report2. April Advertising/Media Report3. Partner Report4. State of the Tourism Industry- post event summary5. Employee of the Year update6. COVID-19 Update7. Marketing Plan

Committee Reports:

VCB Board of Directors Meeting Agenda May 25, 2021 1:30 pm

Via Zoom Virtual Meeting & The Sebastian Hotel 333 N Ponce de Leon Blvd., St. Augustine, FL 32084

2

Government Liaisons’ Comments:

New Business:

Discussion and review of member report card stats

Old Business:

Destination Advocate of the Year/Tourism Impact Award

VCB Nominating Committee for upcoming Board seat openings

Future VCB Board meetings: in-person or Zoom

Adjournment:

3

Call to order: Virginia Whetstone at 1:36 p.m.

Acknowledge Anti-Trust Statement and Conflict of Interest Statement: Virginia Whetstone advised attendees to refer to their packet for the two documents.

Roll Call: Rhonda Diskin

Present (remotely): Virginia Whetstone, Craig Schoninger, Kimberly Wilson, Tom Dolan, Cindy Stavely, Samantha Palmer, Melissa Wissel, Bob Porter

Absent: Tom Jankowski (excused), Philip McDaniel (excused), Jason Kern, Commissioner Henry Dean, Commissioner Dylan Rumrell, Tera Meeks, Isabelle Renault

Staff (remotely): Richard Goldman, Evelyn Lopez-Kelley, William McBroom, Rhonda Diskin

Staff (present at Sebastian Hotel): Susan Phillips

Others present: (remotely): Joe Finnegan, Christina Parrish-Stone, from the EpiCentre Alliance- Albert Syeles, Bob Schartow, Dr. Eric Becher, Ph.D.

Public Comments: none

Consent Agenda Items

1. Approval of March Minutes2. Primary Metrics3. Departmental Reports4. Financial Reports

Motion made to approve the Consent Agenda items made by Kimberly Wilson; seconded by Tom Dolan. Approved unanimously.

VCB Board of Directors Meeting Minutes April 27, 2020 1:30 pm

Via Zoom Virtual Meeting & Sebastian Hotel 333 N Ponce de Leon Blvd., St. Augustine, FL 32084

4

Agenda Items

Presentation from the EpiCentre Alliance included the following highlights:

• There’s a growing need for a public performing arts space in St. Johns County. Local festivals and musical performances have been using places like Lewis Auditorium and local churches, but they’re growing with students and parishioners. Those venues are now more booked.

• They’re presenting to numerous groups like the VCB for any information, guidance and concerns the community may have.

• EpiCentre Alliance is a new non-profit with Albert Syeles as the President with representation from several other organizations.

• They shared the group’s vision of Performing and Visual Arts, Culture and Heritage Destination.

• They reviewed the architectural plans of the building facility, its multi-purpose functionality, but they’re still working on the exact location which will be in St. Augustine.

• They’re developing with private and public funding. They hope to get support from the City of St. Augustine with land availability, but going forward- the City would not own or support the building. They’d also like to have support and funding from St. Johns County too.

• They’ll have multiple revenue streams including an academy and rental space both of which will be renting for future events one year prior to opening.

• The estimated cost of the project is $50-75 million for construction.

President’s Report- presented by Richard Goldman

• March combined traditional and vacation rental lodging- OCC +66.4%, ADR +10.1%, RevPaR/L +83.2%, Demand +66.4%, Supply +0.36%.

• March traditional lodging stats: OCC + 66.6%, ADR +6.9%, RevPar +78.1%, Demand +67.2%, Supply +0.4%

• March vacation rental stats: OCC -13.1%, ADR +18.5%, RevPar +96%, Demand +64%, Gross Rev +94.4%, Supply -0.8%

• March Attractions (n=19): attendance was down -24.1%; FY was -17.1% • February B&B lodging stats (n=11) OCC -10.3%, ADR +1.6%, RevPar -8.9%, Demand -

12.7%. FYTD OCC +0.1%, ADR +2.7%, RevPar +2.8%, Demand +0.7% • March Publicity: FYTD 1,428 VCB supported stories; +42% to FYTD 2020

5

• March Sales Team lead room night production was -44% below goal YTD goal thoughsolicitations were +11% ahead of goal

• March- April: we have three television promotions in Jacksonville and Atlanta and sixradio promotions in DAL, ATL, Charlotte, Gainesville and Jacksonville.

• FY2020 Annual Report and the Tourism Advisory Workshop results were shared with theTDC.

• The VCB continues providing essential support including frequently updated informationin the Partner Recovery Toolkit.

Advertising Report for March- reviewed by Richard Goldman

• Richard reviewed the consumer and business to business creative advertising in digital,radio, streaming Pandora, T.V., print advertising and the VISIT FLORIDA® Official TravelGuide

• The Liqui Molly Pro Watercross National Tour is this weekend at Vilano Beach.

Partner Report- reviewed by Susan Phillips

• Three new partners: Bagan and Company, Fishardy Charters and The Vine Covered Oasisbringing the total to 14 new partners with a current total of 292.

State of the Tourism Industry update- Susan Phillips

• The event will be Thursday, May 6th 9:00-10:30 a.m. via Zoom broadcast from the studioat The Classic Car Museum of St. Augustine with Dan Bagan running the event. We’ll behonoring local chefs. The guest presenters are David Reichbach from DestinationAnalysts and associates from the PETERMAYER Agency. We have approximately 80people registered so far.

Employee of the Year Update- Susan Phillips

• We had five categories and 22 nominations which is more than before. The week ofMay 10th, Richard Goldman and Virginia Whetstone will present the awards to thewinners in person.

COVID 19 Update- Richard Goldman

• There have been 2.2 million cases in Florida. St. Johns County has had 22,200 cases andis the 2nd highest vaccinated county in Florida following Sumter County

• At the Solomon Calhoun Center, their last day to administer 1st vaccine doses is April28th.

6

• Travelers are saying they’re having their lowest level of anxiety about traveling since the beginning of COVID.

• The EU is looking at opening up travel for U.S. citizens to enter. That will be competition for us.

Committee Reports- no committee meetings

• The Leisure Sales Committee will meet again in June.

Sales Team Update- reported by William McBroom

• The Sales Team is back on the road. William was in Louisville last week. Meeting planners were there, but they’re not ready to start booking group travel yet. They’re still working through the issues of 2020.

• Jaya Dillard is spending today on a site visit with the Executive Director for Florida Sports Foundation.

• FSAE meeting is June 29-July 1, 2021. There is a themed gift basket giveaway from each destination with the theme “Imagine the Destination.” William will ask for your support for donated items for the basket.

Government Liaisons’ Comments:

• Melissa Wissel- City of St. Augustine o The city has an official seafood of the city, wild caught shrimp honoring the

shrimping industry and its importance to the city. There is a statue on private land near Culinary Outfitters.

o The Mayor signed the Monarch Butterfly Pledge. o Review of Inland Harbor project got pushed back because developer may be

reverting to zoning standards from the proposed PUD. o Concerts in the plaza begin again in May o The City has ordered replacement equipment to address the issue of not being

to broadcast live city meetings on television. The meetings can be viewed the next day, but until the equipment is replaced, you can’t watch them live.

• Bob Porter- St. Johns County Chamber of Commerce. o VISIT FLORIDA funding has an additional $25 million in their budget for next year

bringing the total to $75 million. o Governor DeSantis has extended his emergency order for another 60 days. o The vacation rental housing legislation is dead for another year, as is the TDT

expanded uses legislation.

7

New Business:

Richard Goldman – Budget FY2022

• In March, we received the budget estimate of $4,442,000. This is 8% below FY2021 and12% below FY2019. We’re maintaining a high proportion for advertising. Overhead isprojected at 26.8%, and we think the county will be fine going to 27%. We have severalprice increases such as rent and health care insurance. Memberships are included in theoverhead budget.

• Craig Schoninger will schedule a Budget Committee meeting to review the overhead lineitem and our contractual agreement.

Richard Goldman – Destination Advocate of the Year

• This proposed award is new and reaches beyond the Tourism Employee of the Year. Itspurpose is to identify individuals/groups whose efforts have significantly helped toadvocate for the destination as opposed to providing direct care for our visitors.

• The specific criteria is: (1) nominated by a partner or self-nominated (2) must explainhow they advocate (3) VCB Board and ex-officios will vote (4) VCB and its employees areexcluded.

• The call for nominations would be August 1, 2021 and due by September 1, 2021 withthe ranking completed by September 8, 2021.

• An alternative name for the award was discussed.• There will be a small committee to flesh out more details for the proposed award. This

committee will be Susan Phillips, Kimberly Wilson, Samantha Palmer and Tom Dolan.

Nominating Committee

Chair of the VCB, Virginia Whetstone needs to appoint a Nominating Committee by May 1, 2021. As prior Chair, Samantha Palmer will head the committee and Virginia will appoint two more members.

5th Cent Discussion

The TDC is recommending the 5th cent. They are looking at re-allocating how the funds will be used. There was general discussion to encourage TDT dollars continue to be spent on advertising.

Old Business: none

8

Adjournment: Motion to adjourn the meeting made by Kimberly Wilson; seconded by Virginia Whetstone. Approved unanimously.

Meeting adjourned at 3:46 p.m.

9

Accrual Basis Tuesday, May 11, 2021 11:25 AM GMT-04:00 1/2

St. Johns County Visitors & Conventions Bureau, Inc.Balance Sheet

As of April 30, 2021

TOTAL

ASSETS

Current Assets

Bank Accounts

10010 Ameris - 8596 - Cat1 1,760,438.58

10015 Ameris - 8653 - VCB 180,224.35

10017 Ameris - 9435 - VCB 2,535.89

10300 Petty Cash - VCB 268.90

Total Bank Accounts $1,943,467.72

Accounts Receivable

11000 Accounts Receivable - Cat1 2,300.00

Total Accounts Receivable $2,300.00

Other Current Assets

12000 Undeposited Funds 0.00

12200 Inventory - DO NOT USE 0.00

12400 Due (To)/From TDC - Cat1 0.00

13000 Prepaid Expenses - VCB 4,768.62

Total Other Current Assets $4,768.62

Total Current Assets $1,950,536.34

Fixed Assets

14010 Furniture and Equipment - VCB 899.10

14999 Accumulated Depreciation - VCB -899.10

Total Fixed Assets $0.00

TOTAL ASSETS $1,950,536.34

LIABILITIES AND EQUITY

Liabilities

Current Liabilities

Accounts Payable

20000 Accounts Payable - Cat1 0.00

Total Accounts Payable $0.00

Other Current Liabilities

22000 Prepaid Dues - Cat1 0.00

22050 Accrued Expenses - Cat1 0.00

25000 PPP Loan 9,597.11

Total Other Current Liabilities $9,597.11

Total Current Liabilities $9,597.11

Total Liabilities $9,597.11

Equity

30000 Opening Balance Equity - Cat1 280,068.94

32000 Retained Earnings 772,756.63

Net Income 888,113.66

Total Equity $1,940,939.23

10


TOTAL

TOTAL LIABILITIES AND EQUITY $1,950,536.34

11


St. Johns County Visitors & Conventions Bureau, Inc.Budget vs. Actuals: FY_2020_2021 - FY21 P&L

April 2021

TOTAL

ACTUAL BUDGET OVER BUDGET

Income

40011 County Revenue - Fiscal 20-21 - Cat1 300,000.00 -300,000.00

40099 Other Income - PPP 92,237.23 92,237.23

Total Income $92,237.23 $300,000.00 $ -207,762.77

GROSS PROFIT $92,237.23 $300,000.00 $ -207,762.77

Expenses

51000 - Administrative Overhead - Cat1

51000-1 Computer Expense - Cat1 100.00 -100.00

51000-1 Software - Cat1 251.93 251.93

Total 51000-1 Computer Expense - Cat1 251.93 100.00 151.93

51000-2 Office Equipment - Cat1 299.00 150.00 149.00

51000-3 Office Supplies - Cat1 19.74 1,099.00 -1,079.26

51000-4 Rent - Cat1 4,300.00 -4,300.00

51000-4 Building - Cat1 4,000.00 4,000.00

51000-4 Storage - Cat1 295.74 295.74

Total 51000-4 Rent - Cat1 4,295.74 4,300.00 -4.26

51000-5 Payroll - Cat1 83,130.00 -83,130.00

51000-5 401K Match - Cat1 1,237.69 1,237.69

51000-5 FSA Claim / Adjustment 41.60 41.60

51000-5 Health Insurance - Cat1 7,852.58 7,852.58

51000-5 Payroll Processing Fee - Cat1 2,512.42 2,512.42

51000-5 Payroll Taxes - Cat1 6,826.49 6,826.49

51000-5 Salaries & Wages - Cat1 88,237.23 88,237.23

Total 51000-5 Payroll - Cat1 106,708.01 83,130.00 23,578.01

51000-6 Repairs - Cat1 200.00 -200.00

51000-7 Utilities - Cat1 1,400.00 -1,400.00

51000-7 Electric - Cat1 208.53 208.53

51000-7 Internet - Cat1 306.11 306.11

51000-7 Phone - Cat1 1,544.78 1,544.78

51000-7 Water,Sewer,Trash - Cat1 119.45 119.45

Total 51000-7 Utilities - Cat1 2,178.87 1,400.00 778.87

51000-8 Dues & Membership - Cat1 8,169.00 -8,169.00

51000-8 Company - Cat1 250.00 250.00

51000-8 Sales - Cat1 1,124.00 1,124.00

Total 51000-8 Dues & Membership - Cat1 1,374.00 8,169.00 -6,795.00

Total 51000 - Administrative Overhead - Cat1 115,127.29 98,548.00 16,579.29

54900 - Promotional Expenses - Cat1

54900-1 Advertising - Cat1 -1,000.00 191,862.00 -192,862.00

54900-1 PMA - Cat1 83,825.30 83,825.30

54900-1 Web Developement - Cat1 3,097.45 3,097.45

Total 54900-1 Advertising - Cat1 85,922.75 191,862.00 -105,939.25

12


TOTAL


54900-1 Advertising/Promotional 7,505.00 7,505.00

54900-10 Tradeshows - Cat1 6,500.00 -6,500.00

54900-10 Industry - Cat1 2,550.00 2,550.00

54900-10 Public Relations - Cat1 1,000.00 1,000.00

54900-10 Sales - Cat1 269.64 269.64

Total 54900-10 Tradeshows - Cat1 3,819.64 6,500.00 -2,680.36

54900-11 PR Services - Cat1 5,065.00 12,782.00 -7,717.00

54900-2 Brochure Distribution - Cat1 0.00 0.00

54900-4 In House PR - Cat1 2,900.00 -2,900.00

54900-4 Industry/Promo - Cat1 480.00 480.00

54900-4 Public Relations - Cat1 3,752.99 3,752.99

54900-4 Sales - Cat1 7,431.66 7,431.66

Total 54900-4 In House PR - Cat1 11,664.65 2,900.00 8,764.65

54900-5 Inquiry Services - Cat1 1,701.25 2,930.00 -1,228.75

54900-6 Postage - Cat1 1,406.80 4,000.00 -2,593.20

54900-7 Travel & Per Diem - Cat1 5,300.00 -5,300.00

54900-7 Industry - Cat1 47.35 47.35

54900-7 Sales - Cat1 2,313.06 2,313.06

Total 54900-7 Travel & Per Diem - Cat1 2,360.41 5,300.00 -2,939.59

54900-8 PRO Fees & Research - Cat1 9,045.00 -9,045.00

54900-8 Accountants - Cat1 450.00 450.00

54900-8 Bank Fees - Cat1 0.00 0.00

54900-8 Farren technology - Cat1 378.00 378.00

54900-8 IDSS - Cat1 400.00 400.00

Total 54900-8 PRO Fees & Research - Cat1 1,228.00 9,045.00 -7,817.00

54900-9 Sales Mission - Cat1 0.00 0.00

Total 54900 - Promotional Expenses - Cat1 120,673.50 235,319.00 -114,645.50

Total Expenses $235,800.79 $333,867.00 $ -98,066.21

NET OPERATING INCOME $ -143,563.56 $ -33,867.00 $ -109,696.56

Other Income

65110 Interest Income - VCB 0.10 0.10

65405 Membership Dues - VCB 150.00 150.00

Total Other Income $150.10 $0.00 $150.10

Other Expenses

70500 Bank Charges - VCB 130.08 0.00 130.08

70600 Merchant Fees - VCB 43.77 17.60 26.17

73100 Professional Services - VCB 383.33 383.33 0.00

73800 Licenses and Taxes - VCB 0.00 0.00

73900 Meeting Expenses - VCB 370.00 0.00 370.00

74000 Travel - VCB 0.00 0.00

74110 Postage - VCB 0.00 0.00

74500 Insurance - VCB 0.00 0.00

74805 Entertainment & Meals - VCB 97.94 573.35 -475.41

74900 Advertising Exp - VCB 47.50 47.50 0.00

75000 Office Expenses - VCB 240.44 656.93 -416.49

75100 Annual Meeting Expenses 0.00 0.00

75403 Dues & Subscriptions 169.61 -169.61

13


TOTAL


76000 Miscellaneous Expenses 0.00 0.00

78001 Program Expenses 0.00 0.00

78005 Fotofest Expenses 0.00 0.00

78008 State of the Industry Exp 1,053.35 -1,053.35

Total Other Expenses $1,313.06 $2,901.67 $ -1,588.61

NET OTHER INCOME $ -1,162.96 $ -2,901.67 $1,738.71

NET INCOME $ -144,726.52 $ -36,768.67 $ -107,957.85

14


St. Johns County Visitors & Conventions Bureau, Inc.Profit and Loss

April 2021

TOTAL

Income

40099 Other Income - PPP 92,237.23

Total Income $92,237.23

GROSS PROFIT $92,237.23

Expenses

51000 - Administrative Overhead - Cat1

51000-1 Computer Expense - Cat1 251.93

51000-2 Office Equipment - Cat1 299.00

51000-3 Office Supplies - Cat1 19.74

51000-4 Rent - Cat1 4,295.74

51000-5 Payroll - Cat1 106,708.01

51000-7 Utilities - Cat1 2,178.87

51000-8 Dues & Membership - Cat1 1,374.00

Total 51000 - Administrative Overhead - Cat1 115,127.29

54900 - Promotional Expenses - Cat1

54900-1 Advertising - Cat1 85,922.75

54900-1 Advertising/Promotional 7,505.00

54900-10 Tradeshows - Cat1 3,819.64

54900-11 PR Services - Cat1 5,065.00

54900-4 In House PR - Cat1 11,664.65

54900-5 Inquiry Services - Cat1 1,701.25

54900-6 Postage - Cat1 1,406.80

54900-7 Travel & Per Diem - Cat1 2,360.41

54900-8 PRO Fees & Research - Cat1 1,228.00

Total 54900 - Promotional Expenses - Cat1 120,673.50

Total Expenses $235,800.79

NET OPERATING INCOME $ -143,563.56

Other Income

65110 Interest Income - VCB 0.10

65405 Membership Dues - VCB 150.00

Total Other Income $150.10

Other Expenses

70500 Bank Charges - VCB 130.08

70600 Merchant Fees - VCB 43.77

73100 Professional Services - VCB 383.33

73900 Meeting Expenses - VCB 370.00

74805 Entertainment & Meals - VCB 97.94

74900 Advertising Exp - VCB 47.50

75000 Office Expenses - VCB 240.44

Total Other Expenses $1,313.06

NET OTHER INCOME $ -1,162.96

NET INCOME $ -144,726.52

15


St. Johns County Tourist Development Taxes

FY 2020-FY 2021 TOURIST DEVELOPMENT TAX REMITTED BY ACCOMMODATIONS TYPE

FY2020

OCC. MNTH H/M % PV+- Condo % PV+- Apts % PV+- Camp % PV+- B&B % PV+- TOTALOctober 542,409$ 71.1% -7.4% 84,746$ 11.1% -0.8% 74,540$ 9.8% 15.2% 24,196$ 3.2% 2.5% 37,445$ 4.9% -22.2% 763,334.97$

November 612,491$ 72.5% 16.4% 78,222$ 9.3% -6.6% 84,529$ 10.0% 27.1% 27,869$ 3.3% -4.1% 41,918$ 5.0% -4.4% 845,029.93$

December 672,743$ 68.3% 8.0% 110,307$ 11.2% -2.9% 108,422$ 11.0% 40.4% 31,111$ 3.2% 1.1% 61,911$ 6.3% 0.0% 984,493.87$

2020 January 595,469$ 64.5% 9.1% 155,440$ 16.8% 8.5% 89,734$ 9.7% 23.8% 42,616$ 4.6% 12.6% 39,672$ 4.3% -12.3% 922,931.51$

February 638,323$ 61.8% -0.1% 197,609$ 19.1% -5.1% 105,304$ 10.2% 13.7% 47,399$ 4.6% 13.6% 44,668$ 4.3% 2.2% 1,033,303.65$

March 345,985$ 49.0% -64.3% 200,359$ 28.4% -18.7% 104,077$ 14.7% -21.6% 29,146$ 4.1% -41.8% 26,064$ 3.7% -60.2% 705,629.94$

April 158,685$ 61.0% -80.1% 38,317$ 14.7% -80.2% 35,455$ 13.6% -71.6% 16,044$ 6.2% -62.3% 11,552$ 4.4% -80.1% 260,052.99$

May 235,536$ 54.4% -67.3% 73,674$ 17.0% -50.0% 64,835$ 15.0% -40.3% 35,465$ 8.2% 5.6% 23,458$ 5.4% -52.0% 432,967.85$

June 544,969$ 54.0% -23.7% 223,206$ 22.1% -32.8% 151,790$ 15.1% 8.9% 55,332$ 5.5% 54.8% 33,257$ 3.3% -2.7% 1,008,553.97$

July 510,242$ 43.7% -34.5% 387,503$ 33.2% 13.1% 189,409$ 16.2% 12.1% 42,518$ 3.6% 24.8% 37,047$ 3.2% -1.0% 1,166,717.48$

August 419,877$ 53.8% -20.8% 169,786$ 21.7% 14.8% 130,012$ 16.7% 42.5% 29,300$ 3.8% 50.3% 31,696$ 4.1% -6.2% 780,670.35$

September 416,579$ 57.6% 3.5% 141,478$ 19.6% 79.8% 103,228$ 14.3% 80.9% 30,806$ 4.3% 125.6% 30,883$ 4.3% 34.1% 722,974.04$

9,626,660.55$ YTD Total

FY2021

OCC. MNTH H/M % PV+- Condo % PV+- Apts % PV+- Camp % PV+- B&B % PV+- TOTALOctober 469,745$ 60.3% -13.4% 122,082$ 15.7% 44.1% 110,792$ 14.2% 48.6% 31,428$ 4.0% 29.9% 45,573$ 5.8% 21.7% 779,619.63$

November 450,721$ 60.2% -26.4% 108,000$ 14.4% 38.1% 108,367$ 14.5% 28.2% 36,335$ 4.8% 30.4% 45,817$ 6.1% 9.3% 749,240.43$

December 581,211$ 63.3% -13.6% 122,650$ 13.4% 11.2% 119,589$ 13.0% 10.3% 43,399$ 4.7% 39.5% 51,765$ 5.6% -16.4% 918,613.70$

2021 January 418,968$ 54.4% -29.6% 138,957$ 18.1% -10.6% 115,136$ 15.0% 28.3% 47,024$ 6.1% 10.3% 49,434$ 6.4% 24.6% 769,518.81$

February 505,936$ 52.2% -20.7% 191,737$ 19.8% -3.0% 188,678$ 19.4% 79.2% 46,414$ 4.8% -2.1% 37,385$ 3.9% -16.3% 970,148.84$

March 915,380$ 60.6% 164.6% 276,738$ 18.3% 38.1% 197,203$ 13.1% 89.5% 59,830$ 4.0% 105.3% 60,371$ 4.0% 131.6% 1,509,521.38$

April -$ -$ -$ -$ -$ -$

May -$ -$ -$ -$ -$ -$

June -$ -$ -$ -$ -$ -$

July -$ -$ -$ -$ -$ -$

August -$ -$ -$ -$ -$ -$

September -$ -$ -$ -$ -$ -$

5,696,662.79$ YTD Total

17

FY 2020 - FY2021 TOURIST DEVELOPMENT TAX REMITTED BY ZIP CODE

ST. JOHNS COUNTY TOURIST DEVELOPMENT COUNCIL

32080 % TTL +/- PY 32082 % TTL +/- PY 32084 % TTL +/- PY 32086 % TTL +/- PY 32092 % TTL +/- PY 32095 % TTL +/- PY 92+95 OTHER % TTL +/- PY TOTAL

Fiscal Year 2020

OCT 231,114$ 30.3% 8.9% 171,169$ 22.4% -20.3% 276,232$ 36.2% -8.3% 7,590$ 1.0% 29.9% 64,981$ 8.5% 1.7% 8,896$ 1.2% 52.2% 9.7% 3,354$ 0.4% -18.2% 763,335$

NOV 222,237$ 26.3% 23.4% 189,136$ 22.4% 15.3% 345,708$ 40.9% 4.9% 8,437$ 1.0% -7.8% 65,114$ 7.7% 15.8% 10,323$ 1.2% 64.5% 8.9% 4,074$ 0.5% -3.4% 845,030$

DEC 299,542$ 30.4% 20.7% 161,912$ 16.4% 8.5% 434,116$ 44.1% 2.6% 8,268$ 0.8% -18.3% 65,266$ 6.6% 4.6% 10,850$ 1.1% 18.2% 7.7% 4,541$ 0.5% -0.8% 984,494$

JAN 317,911$ 34.4% 12.2% 169,664$ 18.4% 3.0% 339,143$ 36.7% 7.9% 12,647$ 1.4% 20.5% 67,438$ 7.3% 12.3% 11,528$ 1.2% 58.6% 8.6% 4,600$ 0.5% 6.9% 922,932$

FEB 400,987$ 38.8% 9.0% 203,586$ 19.7% -1.5% 350,958$ 34.0% -0.8% 14,865$ 1.4% 12.9% 57,225$ 5.5% -17.4% 502$ 0.0% -94.3% 5.6% 5,181$ 0.5% -3.1% 1,033,304$

MAR 339,886$ 48.2% -29.5% 107,042$ 15.2% -68.1% 202,979$ 28.8% -59.9% 3,909$ 0.6% -75.1% 47,047$ 6.7% -53.9% 685$ 0.1% -95.8% 6.8% 4,082$ 0.6% -41.1% 705,630$

APR 75,798$ 29.1% -83.9% 68,142$ 26.2% -71.4% 81,540$ 31.4% -79.4% 2,254$ 0.9% -82.6% 10,749$ 4.1% -87.0% 20,402$ 7.8% 74.7% 12.0% 1,168$ 0.4% -77.0% 260,053$

MAY 196,367$ 45.4% -45.9% 60,131$ 13.9% -75.7% 147,454$ 34.1% -57.8% 4,676$ 1.1% -46.8% 22,049$ 5.1% -70.1% 451$ 0.1% -96.0% 5.2% 1,840$ 0.4% -59.2% 432,968$

JUN 468,420$ 46.4% -19.7% 154,929$ 15.4% -35.4% 316,767$ 31.4% -7.4% 18,789$ 1.9% 134.9% 41,476$ 4.1% -39.9% 4,515$ 0.4% -55.1% 4.6% 3,658$ 0.4% -0.7% 1,008,554$

JUL 614,974$ 52.7% 0.2% 179,663$ 15.4% -33.0% 306,551$ 26.3% -20.7% 7,892$ 0.7% -7.5% 45,105$ 3.9% -34.0% 9,333$ 0.8% -13.4% 4.7% 3,200$ 0.3% -45.0% 1,166,717$

AUG 338,263$ 43.3% 6.2% 133,121$ 17.1% -22.1% 252,930$ 32.4% -3.7% 6,468$ 0.8% 6.8% 33,513$ 4.3% -36.3% 13,620$ 1.7% 77.4% 6.0% 2,756$ 0.4% -30.7% 780,670$

SEP 287,004$ 39.7% 54.5% 135,644$ 18.8% 3.1% 243,234$ 33.6% 24.2% 7,533$ 1.0% 81.2% 39,561$ 5.5% -16.5% 6,578$ 0.9% -8.4% 6.4% 3,419$ 0.5% 8.7% 722,974$

FY YTD 3,792,503$ 1,734,140$ 3,297,613$ 103,326$ 559,523$ 97,682$ 41,874$ 9,626,661$

32080 % TTL +/- PY 32082 % TTL +/- PY 32084 % TTL +/- PY 32086 % TTL +/- PY 32092 % TTL +/- PY 32095 % TTL +/- PY 92+95 OTHER % TTL +/- PY TOTAL

Fiscal Year 2021

OCT 281,056$ 36.1% 21.6% 139,924$ 17.9% -18.3% 302,388$ 38.8% 9.5% 4,382$ 0.6% -42.3% 48,861$ 6.3% -24.8% 361$ 0.0% -95.9% 6.3% 2,647$ 0.3% -21.1% 779,620$

NOV 244,251$ 32.6% 9.9% 128,830$ 17.2% -31.9% 311,103$ 41.5% -10.0% 11,221$ 1.5% 33.0% 44,035$ 5.9% -32.4% 6,788$ 0.9% -34.2% 6.8% 3,012$ 0.4% -26.1% 749,240$

DEC 287,891$ 31.3% -3.9% 123,592$ 13.5% -23.7% 426,155$ 46.4% -1.8% 14,435$ 1.6% 74.6% 55,139$ 6.0% -15.5% 8,556$ 0.9% -21.1% 6.9% 2,846$ 0.3% -37.3% 918,614$

JAN 275,586$ 35.8% -13.3% 123,847$ 16.1% -27.0% 307,349$ 39.9% -9.4% 15,960$ 2.1% 26.2% 33,274$ 4.3% -50.7% 9,943$ 1.3% -13.8% 5.6% 3,560$ 0.5% -22.6% 769,519$

FEB 357,842$ 36.9% -10.8% 156,103$ 16.1% -23.3% 357,483$ 36.8% 1.9% 15,293$ 1.6% 2.9% 62,672$ 6.5% 9.5% 16,950$ 1.7% 3275.8% 8.2% 3,806$ 0.4% -26.5% 970,149$

MAR 565,240$ 37.4% 66.3% 312,538$ 20.7% 192.0% 513,879$ 34.0% 153.2% 19,112$ 1.3% 388.9% 79,476$ 5.3% 68.9% 14,161$ 0.9% 1968.2% 6.2% 5,117$ 0.3% 25.3% 1,509,521$

APR -$ -$ -$ -$ -$ -$ -$ -$

MAY -$ -$ -$ -$ -$ -$ -$ -$

JUN -$ -$ -$ -$ -$ -$ -$ -$

JUL -$ -$ -$ -$ -$ -$ -$ -$

AUG -$ -$ -$ -$ -$ -$ -$ -$

SEP -$ -$ -$ -$ -$ -$ -$ -$

FY YTD 2,011,866$ 984,834$ 2,218,358$ 80,403$ 323,457$ 56,759$ 20,987$ 5,696,663$

Other

Anastasia Island Ponte Vedra Beach St. Augustine/Villano/N. Bch Shores/South/207 WGV + west of I95 I95&SR16 + Palencia Other

Anastasia Island Ponte Vedra Beach St. Augustine/Villano/N. Bch Shores/South/207 WGV + west of I95 I95&SR16 + Palencia

18

FISCAL YEAR 2020

OCCUPANCY/REPORTING MONTH OCT % PY NOV % PY DEC % PY JAN % PY FEB % PY MAR % PY

GROSS RECEIPTS 20,153,361$ -3.5% 22,164,465$ 14.0% 25,612,240.19$ 9.3% 23,843,542$ 8.8% 26,848,558$ 0.9% 18,539,154$ -50.5%

EXEMPT RECEIPTS (950,454)$ 62.2% (914,441)$ 54.0% (853,447.94)$ 33.5% (634,290)$ -5.8% (881,195)$ 0.8% (758,372)$ 7.6%

TAXABLE RECEIPTS 19,202,906$ -5.4% 21,250,024$ 12.7% 24,758,792.25$ 8.6% 23,209,252$ 9.3% 25,967,364$ 0.9% 17,780,783$ -51.7%

TOTAL TAX COLLECTED 768,116$ -5.4% 850,001$ 12.7% 990,351.69$ 8.6% 928,370$ 9.3% 1,038,695$ 0.9% 711,231$ -51.7%

ADJUSTMENTS -$

TOTAL TAX DUE 768,116$ -5.4% 850,001$ 12.7% 990,351.69$ 8.6% 928,370$ 9.3% 1,038,695$ 0.9% 711,231$ -51.7%

LESS COLLECTION ALLOWANCE (5,384)$ 7.6% (5,523)$ 8.5% (6,754.74)$ 23.5% (5,647)$ 3.5% (6,290)$ 7.2% (5,601)$ -20.8%

PLUS PENALTY 593$ 540$ 861.68$ 208$ 898$ -$

PLUS INTEREST 10$ 12$ 35.24$ -$ 0.95$ -$

TOTAL AMOUNT REMITTED 763,335$ -5.5% 845,030$ 12.8% 984,493.87$ 8.6% 922,932$ 9.3% 1,033,304$ 0.8% 705,630$ -51.8%

LESS TAX COLLECTOR & CLERK (15,267)$ -5.5% (16,901)$ 12.8% (19,689.88)$ 8.6% (18,459)$ 9.3% (20,666)$ 0.8% (14,113)$ -51.8%

NET TO TDC 748,068.27$ -5.5% 828,129$ 12.8% 964,803.99$ 8.6% 904,473$ 9.3% 1,012,637.58$ 0.8% 691,517$ -51.8%

APR % PY MAY % PY JUN % PY JUL % PY AUG % PY SEP % PY YTD % PY

GROSS RECEIPTS 7,042,383$ -78.6% 11,309,575$ -58.7% 25,909,024$ -20.4% 29,995,416$ -14.2% 20,127,705$ -6.3% 18,744,468$ 24.9% 250,289,890$

EXEMPT RECEIPTS (482,749)$ -79.4% (396,402)$ -50.7% (529,215)$ -46.2% (639,194)$ -9.1% (453,464)$ -41.8% (533,834)$ -0.5% (8,027,058)$

TAXABLE RECEIPTS 6,559,634$ -78.5% 10,913,173$ -59.0% 25,379,809$ -19.6% 29,356,222$ -14.3% 19,674,242$ -5.0% 18,210,634$ 25.9% 242,262,833$

TOTAL TAX COLLECTED 262,385$ -78.5% 436,527$ -59.0% 1,015,192$ -19.6% 1,174,249$ -14.3% 786,970$ -5.0% 728,425$ 25.9% 9,690,513$

ADJUSTMENTS

TOTAL TAX DUE 262,385$ -78.5% 436,527$ -59.0% 1,015,192$ -19.6% 1,174,249$ -14.3% 786,970$ -5.0% 728,425$ 25.9% 9,690,513$

LESS COLLECTION ALLOWANCE (2,335)$ -66.0% (3,899.90)$ -39.4% (6,950)$ -9.1% (8,260)$ 0.4% (6,311)$ 7.0% (5,864)$ 26.3% (68,819)$

PLUS PENALTY 3$ 340$ 240$ 640$ 8$ 411$ 4,744$

PLUS INTEREST -$ 1$ 71$ 89$ 3$ 2$ 223$

TOTAL AMOUNT REMITTED 260,053$ -78.6% 432,968$ -59.1% 1,008,554$ -19.7% 1,166,717$ -14.3% 780,670$ -5.1% 722,974$ 25.7% 9,626,661$

LESS TAX COLLECTOR & CLERK (5,201)$ -78.6% (8,659)$ -59.1% (20,171)$ -19.7% (23,334)$ -14.3% (15,613)$ -5.1% (14,459)$ 25.7% (192,533)$

NET TO TDC 254,852$ -78.6% 424,308$ -59.1% 988,383$ -19.7% 1,143,383$ -14.3% 765,057$ -5.1% 708,515$ 25.7% 9,434,127$

FISCAL YEAR 2021

OCCUPANCY/REPORTING MONTH OCT % PY NOV % PY DEC % PY JAN % PY FEB % PY MAR % PY

GROSS RECEIPTS $18,744,467.59 -7.0% 19,398,685$ -12.5% 23,662,350$ -7.6% 19,993,289$ -16.1% 25,098,374$ -6.5% 38,966,966$ 110.2%

EXEMPT RECEIPTS -$533,834.09 -43.8% (534,115)$ -41.6% (563,639)$ -34.0% (625,410)$ -1.4% (686,959)$ -22.0% (1,027,731)$ 35.5%

TAXABLE RECEIPTS 18,210,634$ -5.2% 18,864,570$ -11.2% 23,098,711$ -6.7% 19,367,879$ -16.6% 24,411,415$ -6.0% 37,939,235$ 113.4%

TOTAL TAX COLLECTED 728,425.34$ -5.2% 754,583$ -11.2% 923,948$ -6.7% 774,715$ -16.6% 976,457$ -6.0% 1,517,569$ 113.4%

ADJUSTMENTS -$

TOTAL TAX DUE 728,425$ -5.2% 754,583$ -11.2% 923,948$ -6.7% 774,715$ -16.6% 976,457$ -6.0% 1,517,569$ 113.4%

LESS COLLECTION ALLOWANCE -$5,864.22 8.9% (5,940.48)$ 7.6% (6,329)$ -6.3% (6,014)$ 6.5% (7,266)$ 15.5% (8,656)$ 54.5%

PLUS PENALTY $410.92 509.89$ 918.34$ 817$ 923$ 608$

PLUS INTEREST $2.00 88.22$ 76.05$ -$ 34.91$ -$

TOTAL AMOUNT REMITTED 722,974$ -5.3% 749,240$ -11.3% 918,614$ -6.7% 769,519$ -16.6% 970,149$ -6.1% 1,509,521$ 113.9%

LESS TAX COLLECTOR & CLERK (14,459)$ -5.3% (14,985)$ -11.3% (18,372.27)$ -6.7% (15,390)$ -16.6% (19,403)$ -6.1% (30,190)$ 113.9%

NET TO TDC 708,514.56$ -5.3% 734,255.62$ -11.3% 900,241.43$ -6.7% 754,128$ -16.6% 950,746$ -6.1% 1,479,331$ 113.9%

APR % PY MAY % PY JUN % PY JUL % PY AUG % PY SEP % PY YTD

GROSS RECEIPTS -$ -$ -$ -$ -$ -$ 145,864,131$ 6%

EXEMPT RECEIPTS -$ -$ -$ -$ -$ -$ (3,971,687)$ -20%

TAXABLE RECEIPTS -$ -$ -$ -$ -$ -$ 141,892,444$ 7%

TOTAL TAX COLLECTED -$ -$ -$ -$ -$ -$ 5,675,698$ 7%

ADJUSTMENTS

TOTAL TAX DUE -$ -$ -$ -$ -$ -$ 5,675,698$ 7%

LESS COLLECTION ALLOWANCE -$ -$ -$ -$ -$ -$ (40,070)$ 14%

PLUS PENALTY -$ -$ -$ -$ -$ -$ 4,188$

PLUS INTEREST -$ -$ -$ -$ -$ -$ 201$

TOTAL AMOUNT REMITTED -$ -$ -$ -$ -$ -$ 5,640,017$ 7%

LESS TAX COLLECTOR & CLERK -$ -$ -$ -$ -$ -$ (112,800)$ 7%

NET TO TDC -$ -$ -$ -$ -$ -$ 5,527,217$ 7%

ST. JOHNS COUNTY TOURIST DEVELOPMENT TAX

19

ST AUGUSTINE, PONTE VEDRA & THE BEACHES VCB: APRIL 2021

TRAVELMARKETING CAMPAIGN

20

TRAVEL MARKETING

CAMPAIGN UPDATE● During the month of April, the Tempest team optimized the Show Mom Some Love blog in

preparation for the holiday.

● The team optimized the It’s BBQ Season blog, as well as the Best Summer Beach Vacation

Planning Tips blog.

● Additionally, the team helped update and optimize the St. Augustine Sounds of Summer blog.

● The team created and deployed the April email send.

● The team setup and tested Google Analytics 4 so we can begin collecting historical data

under GA4 for when switch reporting over to the new technology.

503%Increase in Visits

405%Increase in Organic Search

1.2K%Increase in Partner Referrals

21

TRAVEL MARKETING

SITE PERFORMANCE22

TRAVEL MARKETING

TOP-LEVEL PERFORMANCEIn April, we saw strong growth in website visitation compared to last April, as well as April 2019.

112,529 Visits to Website (up 503%)

93,643 Users (up 488%)

187,658 Pageviews (up 511%)

1.67 Pageviews per Visit

0:01:44 Average Time on Site

81.13% New Sessions

55.69% Bounce Rate

30.98% 50% Scroll Depth

23

TRAVEL MARKETING

KEY PERFORMANCE INDICATORSIn April, we saw really strong engagement with all of your KPIs when comparing to both 2020 and 2019.

181 Virtual Visitor Guide Views

866 Requests for Physical Guides

164 eNewsletter Signups

13,545 Clicks on Partner Listings

1,937 BookDirect Clicks

24

TRAVEL MARKETING

SESSIONSVisits captured by the website increased 503 percent year-over-year and increased 27 percent

compared to 2019.

25

TRAVEL MARKETING

TOP TRAFFIC SOURCESCompared to April 2019, there was 300% increase in traffic coming from Facebook and a 26

percent increase coming from the newsletter.

26

We continued to see strong engagement with The Black Raven and several of your

attractions, tours, and museums.

TRAVEL MARKETING

PARTNER LISTING CLICKS

27

TRAVEL MARKETING

ORGANIC SEARCH28

TRAVEL MARKETING

SEO PERFORMANCEOrganic search contributed 38 percent of the overall website visitation.

42,946 visits to Website (up 405%)

36,028 Users (up 389%)

70,078 Pageviews (up 384%)

1.63 Pageviews per Visit

0:01:54 Average Time on Site

79.43% New Sessions

48.94% Bounce Rate

29

TRAVEL MARKETING

ORGANIC SEARCHOrganic search traffic increased 405 percent year-over-year and increased by 101 percent compared

to April 2019.

30

Free Things to Do page increased over 7,100 percent and the homepage increased 174

percent. Compared to 2019, the homepage is up 33 percent.

TRAVEL MARKETING

TOP LANDING PAGES

31

TRAVEL MARKETING

SESSIONS BY CITYCompared to 2019, we are seeing strong growth coming from all of your top 10 markets.

32

VCB INDUSTRY EMAIL STATISTICS APRIL 2021

33

TRAVEL MARKETING

EMAIL MARKETING34

TRAVEL MARKETING

GENERAL EMAIL PERFORMANCEFor the April email send, the Food and Wine Festival content resonated really well with the audience and was the top click-through item.

OPT-IN SUBSCRIBERS7,759 Messages Sent

39% Click-to-Open Rate

520 Sessions

05:23 Average Session Duration

GENERAL LIST169,923 Messages Sent

18.14% Click-to-Open Rate

872 Sessions

02:02 Average Session Duration

35

TRAVEL MARKETING

LOOKING AHEAD● During the month of May, the Tempest team will be optimizing wedding

content to prepare for the demand in weddings returning, including the

Wedding page and the Marriage Licenses page.

● The team will be optimizing the Ponte Vedra Biking page.

● In advance of the holiday, the team will be updating and optimizing the 4th

of July event page.

● The team will be creating and deploying the May email send.

“Those who plan do better than those who do not plan even though

they rarely stick to their plan.”

~Winston Churchill

36

THANKYOU

QUESTIONS?

37

April 2021 April 2020% of Total

Visitors FYTD 2021 FYTD 2020 Total FY 2020Total Visitors 59 0 0.12% 269 230 340


Visitors FYTD 2021 FYTD 2020 Total FY 2020Total Visitors 49,394 0 99% 332,794 276,401 382,812


Visitors FYTD 2021 FYTD 2020 Total FY 2020Total Visitors 38 0 0% 20,342 22,193 37,185


Visitors FYTD 2021 FYTD 2020 Total FY 2020Total Visitors 601 0 1% 1,247 6,892 6,892

April 2021 April 2020 FYTD 2021 FYTD 2020 Total FY 202050,092 - 354,652 305,716 427,229

Total Inquiries at Visitors Centers

Visitor Center Inquiries April 2021

SJCC –PVBD Visitor & Information Center

City of St. Augustine Downtown Visitors Center

St. Augustine Beach Visitors Center

Jacksonville Airport Visitor Information Center

38

Partners Applied:

Partners Approved Previously:

• Bagan & Company LLC

• Fishardy Charters

• The Vine Covered Oasis

FY 2021 Partnership Recap

▪ New Partner Businesses FY 2021 – 17▪ Total Partners September 2020 – 305▪ Total number of businesses dropped FY2020 - 24▪ Total Partners FYTD 2021 – 295

PARTNERSHIP REPORT May 2021

Ben Nguyen, Marketing Coordinator & Database

Manager

39

Creative, Social Media, In-House Collaterals and Web Content • Local and regional Illustrator map files sent to Madden for updates• Crowdriff review - FHC menu page now being used as their example for other clients• Tourism Employee of the year nomination email deployment• Freelance photographer agreement converted to online JotForm• Group & Meeting guide status meeting, review of submitted images, and partner review• FHC branding guide provided to Bagan Live• FHC hero image updates• 2022 Travel Planner editorial review meeting• Resend Hispanic Heritage Marketing webinar email• VCB staff Employee of the Year voting JotForm creation, deployment and tally• 2022 Travel Planner planning meeting with Madden• Curate and provide European feel destination images to PM agency• Update of images to NPV biking page• Employee of the Year order of awards for winners• Creation of Sales email signup flyers using QR codes• Creation and review of Video Outline for creation of videos - online JotForm• Remove IntraNational Guy from Attractions Association panel ad• Meet with Dan Bagan & Sidney Hobbs at Classic Car Museum for STI staging• St. Augustine Food + Wine Festival opportunities emails - CC & iDSS• Hispanic Heritage marketing webinar• Promo email for Netweave social media webinar on May 20• Filming of Sales Parks & Rec video with Jaya at Treaty Park• Culinary video with Cycle Here Media for STI at Urban Asado• COE print bid request• Social media intern outreach• Weekly content meeting• Weekly web audit meeting• COVID 19/Healthy Travel Information daily website updates - Spanish & English pages• Url acquisitions, review and renewal of existing urls• FHC broll video editing for social media stills and shorts• VCB image resourcing & requests, image library updates• Facebook & Instagram account posting and engagement• Camelo monthly social media and media review• NetWeave monthly social media analytics and strategy review• Tempest monthly website and ECRm reviewOngoing/Upcoming Projects• Instagram and social media development• Monthly review and Q&A with Crowdriff• Monthly & Mid-month reports• Monthly credit card receipt review, approval and submission• Monthly invoice review, approval and submission• Weekly staff meeting• Monthly Consumer emails images for Tempest• FHC main website monitoring and content updates, buttons & links

Creative Support Report: April 2021 Stacey Sather, Creative and Social Media Manager

40

• FHC print & interactive collateral branding updates• FHC social media image posting and interaction• Video library management• Image and video updates and conversion for FHC and CleanPix• Provision of FHC logo to all source requests• Photography, image processing & management as requested• Tempest & Peter Mayer agencies - ongoing creative review & support• Ongoing research - web programming webinars and educational resources• Response & refer incoming media opportunity outreach to agency

41

! !

Facebook Fans added: 707 Total Fans: 515,765 (+0.1%) Reach: 3,098,003 (+ 14.86%) Impressions: 10,533,045 (+14.50%) Engagement Rate: 7.64% (+7.29%)

Top Facebook Posts 4/4 Happy Easter Sunrise Anastasia SP – Live – reach 53,867, engagements 8,924 4/26 Horses on the Beach sunrise - Live – reach 47,828, engagements 6,787 4/26 Matanzas Inlet sunset - Live – reach 57,019, engagements 8,789

Twitter Total Followers: 13,413 (+0.3%) Impressions: 99,156 (-4.8%)

YouTube Views: 1,952 (-25.97%) Lifetime Views: 375,970 (+.49%)

Instagram Total Followers: 38,885 (+1.1%) Impressions: 640,233 (+62.6%)

Top Instagram Posts 4/8 City Gate TBT, impressions 14,325, reach 13,180, likes 909 4/9 Aviles Street, impressions 12,581, reach 11,575, likes 655 4/16 Crescent Beach, impressions 10,884, reach 10,2959, likes 657

Instagram Stories Stories Sent: 4 (+450%) Story Impressions: 13,198 (-63.6%) Average Reach per Story: 998 (-18.8%)

Other • St Augustine Food + Wine Fest increased posting• Weekly Netweave meetings re: Facebook & Instagram posting• Netweave Social Media webinar email promotion

Hispanic Social Media – April 2021

Facebook Fans added: 50, Total Fans: Total Fans: 17,725 (+2 | 0.0%), Reach: 39,505 (-9,989 | -20.2%), Impressions: 45,226 (-12,261 | -21.3%), Engagement Rate: 9.59%

Instagram Total Followers: 818 (+26 | 3.3%), Impressions: 24,361 (+14,092 | 137.2%), Engagement Rate: 11.31% Top Instagram Posts April 11: Duncan’s picture, Reach: 180, Likes: 28, Impressions: 189 April 9: Empanada’s pic, Reach: 226, Likes: 26, Impressions: 243 April 4: Semana Santa post, Reach: 140, Likes: 23, Impressions: 151

SOCIAL MEDIA REPORT April 2021 Stacey Sather, Creative & Social Media Manager 209-4434

42

The VCB sales team is charged with promoting St. Augustine, Ponte Vedra & The Beaches throughout the U.S. and abroad as a group and meeting friendly destination.

Site Visits: Conducting customized destination tours encompassing county layout, points of interest,venues and services based on clients’ needs to fulfill potential program. Site visits with partners to ensuresales team keeps up to date on their venues & services.

Sales Initiatives: Attending a variety of sales initiatives targeting key meeting professionals, travelagents, tour operators, wedding/event planners, and consumers to generate leads.

Meetings: Collectively meeting with clients to vet program needs in order to offer compatible venues &services. Meeting with VCB partners to maintain knowledge in order to help promote group business.

CURRENT MONTH:

Site Visits: • Bilbrey Tours Site Visit, 4/10-12• Daniela Mandowsky from House of Travel Site Visit, 4/22• Partner Site – Sharing Sunshine, 4/23• Florida Sports Foundation, 4/26-27• Adrienne Daly-Travel Planners International, 4/30• Partner Site – Homewood Suites, 4/30

Sales Initiatives: • Meeting Professionals International North Florida Global Meetings Industry Day, 4/8• Christian Meetings and Conference Assn tradeshow, 4/13-16• TAP Dance (Virtual) 4/19-22• Tampa Bay MPI Meetings Academy, 4/20• Independent Planner Education Conference (IPEC), 4/21-24

Meetings: • GMG Sales eNewsletter Meeting, 4/6• SJC Chamber Tourism & Hospitality Council Meeting, 4/8• SJC Chamber Historic Saint Augustine Area Council, 4/9• Society of Government Meeting Planners Board Meeting, 4/13• Compete Sports Diversity Council Meeting, 4/13• Society of Government Meeting Planners Monthly Luncheon, 4/15• IITA Advisory Council Zoom Meeting, 4/19• Hispanic Market Zoom Workshop, 4/22• VCB Board Meeting, 4/27• SJC Chamber Board Meeting, 4/28• Jacksonville CVB, TBD

Sales Department Report, April 2021

Evelyn Lopez-Kelley, Director of Leisure Sales William McBroom, Director of Conference Sales

Jaya Dillard, Sales & Services Manager Rhonda Diskin, Marketing Coordinator

Ben Nguyen, Marketing Coordinator

43

NEXT MONTH – May 2021

Site Visits: • Partner Site - Natalya Yakovleva/Sawgrass Marriott, 5/4• Kim Witherspoon, Connoisseur Site Visit, 5/17

Sales Initiatives: • National Tour Association Contact 2021, 5/5-9• American Bus Association Virtual Mini Show, 5/11• International Inbound Travel Association Board of Directors Zoom Meeting, 5/14• Connect Marketplace Corporate Tradeshow, 5/24-26• Connect Marketplace Specialty Tradeshow, 5/24-26

Meetings: • VCB State of the Industry Virtual Meeting, 5/6• Creating a Highly Effective Social Media Strategy, 5/20• SJC Chamber Tourism & Hospitality Council Social, 5/20• SJC Chamber Tourism & Hospitality Board Meeting, 5/21• VCB Board Meeting, 5/25• SJC Chamber Board Meeting, 5/26

44

TOTALS FOR ALL SEGMENTS MONTHLY

TOTALMONTHLY

GOALS

Monthly % of Actual vs

Goal

3rd QUARTER TOTALS

QUARTERLY GOALS

Quarterly % of Actual vs

Goal

YEAR TO DATE

TOTALSYear to date

Goal

Year to date % Actual vs

Goal ANNUAL GOAL

% OFANNUAL

GOAL ACHIEVED

LEADS ISSUED - ALL SEGMENTS 14 28 -50% 14 28 -50% 85 158 -46% 298 28.52%

*TOTAL RM NTS FROM LEADS ISSUED - ALL SEGMENTS 6,619 10,500 -37% 6,619 10,500 -37% 28,818 50,200 -43% 100,339 28.72%

SOLICITATION CALLS/EMAILS 201 169 19% 201 169 19% 1,313 1,168 12% 2,041 64.33%

TRADE SHOWS/SALES MISSIONS MONTHLY TOTAL

3rdQUARTER TOTALS

YEAR TO DATE

TOTALSMeeting Professionals International North Florida Global Meetings Industry Day, 4/8 5 5 34

Christian Meetings and Conference Assn tradeshow, 4/13-16TAP Dance (Virtual) 4/19-22Tampa Bay MPI Meetings Academy, 4/20 Independent Planner Education Conference (IPEC), 4/21-24

St. Augustine, Ponte Vedra & The Beaches Visitors and Convention Bureau Sales Department Report April 2021

45

April 2021 Media Results: 2,238,796,222 Impressions;– 1,392 clips VCB Earned Media Result: 406,232,881 Impressions; 452 clips

Featured Coverage Highlights (VCB earned):

Univision, Despierta America: Santuario de la Virgen de la Leche en San Agustin - 1,200,000 impressions El Sentinel, Mision Nombre de Dios es ahora Santuario Nacional – 2,500,000 impressions Multiple Outlets EI Wire release - There is Lots to Fill the Senses on Florida’s Historic Coast in May- 9,674,286 impressions Travelingmom.com - 10 Family-Friendly St. Augustine Restaurants that Work for Picky Eaters – 1,377,211 impressions MSN.com - Free Things to Do Around Florida- 67,151,557 impressions MSN.COM/Travel - See the sea on these scenic coastal drives - 9,674,286 impressions Lansing State Journal: New book says sports brings happier, healthier living as travel resumes – 28,231 impressions The Family Handy Man - Things I wish I knew Before the RV Trip – 3,209,112 impressions AAA Go, Whatever Floats Your Boat: Top Dock Spots from NC to FLA – 2,100,000 impressions ThePlanetD Team- The Best Places to Visit in Florida – 53,616 impressions Golf Club Radio Show (Hawaii radi stations) - TPC Sawgrass- St. Augustine- 125,000 impressions Fox Sports – Nuts and Bolts of Fishing – 934,830 impressions Mint Magazine Calendar of Events – May 2021 -125,000 impressions

Content Issued: April and May Calendar of Events and recent blog posts to Visit Florida Multiple Website and Blog Pages ABA – Destinations Magazine Hidden Gems listing and photo Content research for reviving on website Visit Florida Germany Office – Food + Wine, Website content:

Media Inquiries & Story Pitches: Julie Deily, The Little Kitchen -Food + Wine Festival/Brewfest Matt Meltzer, Thrillist, Food + Wine Festival/Brewfest Ricky Li, TastyChomps.com, The Food + Wine Festival /Brewfest Sharon Kurtz, IFWTWA, The Food + Wine Festival /Brewfest Mary Thurwachter, Palm Beach Post, Food + Wine Festival /Brewfest Tim Ebner, Eater – Food + Wine Festival /Brewfest Kevin Wilkerson, ThePUBClub.com- All thins Mom and Food + Wine Festival /Brewfest Julie Sagoskin, Resident Magazine - Things for mom to do and future foodie stories Ron Kapon, Freelance and the Peripatetic Oenophile – Food + Wine and general trave Ed + Jennifer Coleman, Coleman Concierge– Luxury Travel – September visit to write about luxury Yvonne Yorke, Upscale Living Magazine – Ponte Vedra and SA Luxury features Theresa St. John – Rovology – Ghost stories about St. Augustine – coming in the Fall Regina Lynch-Hudson – Luxury feature Melissa Marcarelli, St. Augustine Social – Share of event calendar Raymond Cua – Foodie info and piched F+W Fest 2022 Visit Florida PR – Hidden gems

Releases Issued (13): This Week (4) May Events Release Holy Week – Hispanic Market PartnerCom (2) Sfely Celebrate Mom Release Fill the Senses on Florida’s Historic Coast This Spring

Writers Hosted: (17) Sharon Kurtz – IFWTWA, Food + Wine- travel feature Michel Patrick Shiels, Lansing Journal + Multiple radio stations in Michigan and Hawaii Mike Shubic, Mike’s Road Trip Amy Albers, MomsMagiclaMile.com and TravelingMoms.com Angela Carlton, South Florida Luxury Magazine

Images Released: 63 downloaded images from Cleanpix

COMMUNICATIONS DEPARTMENT REPORT: March 2021 Golden, Communications Manager, 669-8142

46

Kim Moore, Guy Harvey Resorts for social posts Jessica Poitevien, TravelAge West, to accompany we article Theresa Callahan, JaxBlack – for social posts Stephen Parag, Tampa Bay Metro, to accompany St. Augustine feature web & print Lisa Hede, Leisure Group Travel – American Forts feature Donna Neale, Killam Publishing – Newcomer guide about getaways to St. Augustine Mary Thurwachter, Palm Beach Post – Schooner Freedom Manuel Kaelder, Visit Florida – images and video for story pitching to European market Angela Carlton, South Florida Luxury Mag – images of Casa de Vino and Lightner Museum Kayla Springmyer- Tasting Tours photos

OTHER: Assisted with Chef recognition program for STI Site Visit Home wood Suites Planning for NATJA June Virtual Media Tour Attended April Women’s Food Alliance Meeting Created a lit of FHC chefs to recognize Planned for F+W/ BREWFEST media attendance at Food & Wine Festival Worked on SATW Board Duties – program sponsors Completed DMAI Reaccreditation . Updated Travmedia membership Reviewed and purged CleanPix files

47

St Augustine, Ponte Vedra & The Beaches VCB Communications Report FY 2021 fi

Media

Impressions Feb-21 Mar-21 Apr-21 Feb-20 Mar-20 Apr-20

March 2020

compared to

March 2021 YTD FY2021

YTD Compared

to FY 2020

FY 20 compared to

FY21 FY 2020 Totals

Domestic Media 1,023,832,339 3,245,909,264 675,071,812 392,865,703 3,800,342,376 220,484,637 206.18% 8,127,147,939 9,630,160,087 -16% 12,160,694,308

International 1,019,116,451 29,575,093,021 1,492,878,573 44,610,645 44,465,382 280,163,004 432.86% 34,992,825,121 523,900,009 6579% 1,331,292,181

Broadcast 40,372,549 169,171,254 70,845,837 60,399,875 53,247,768 35,431,622 99.95% 424,949,336 207,981,457 104% 412,106,905

Total 2,083,321,339 32,990,173,539 2,238,796,222 497,876,223 3,898,055,526 3,898,055,526 -42.57% 43,544,922,396 10,362,041,553 320% 14,004,093,394

Feb-21 Mar-21 Apr-21 Feb-21 Mar-20 Apr-20

March 2020

compared to

March 2021 YTD FY2021

YTD Compare

FY 2020

FY20 compared to

FY21 FY 2020 Totals

Media Inquiries

Answered: 18 12 16 14 8 5 220.00% 113 71 59% 137

Media Visitors

Hosted: 15 17 6 18 19 0 600.00% 88 98 -10% 113

News Releases

Issued: 9 13 10 11 8 7 42.86% 69 63 10% 111

Stories Pitched 44 16 18 17 19 27 -33.33% 200 256 -22% 362

VCB supported

Stories 311 233 452 257 90 78 479.49% 1,880 889 111% 1,529

Image access 55 86 63 15 15 15 320.00% 476 141 238% 218

Impressions

from VCB

supported

stories 627,611,106 196,580,480 406,232,881 177,785,377 27,153,639 31,695,154 1181.69% 3,304,716,716 602,001,008 449% 1,452,664,049

In January 2021, the amount of VCB supported stories ranked high as there were a great number of publications carrying posts and images about Nights of Lights and Romance that resulted from months of

releases and story pitching. In March and April 2021, there were a record number of online, print and broadcast stories about THE PLAYERS. Topics covered that ranked high was the return to THE PLAYERS one

year after the Pandamic shutdown, anniversary celebrations, great play during the tournament (two hole-in-ones) and increased coverage due to limited attedance capicity. Also, April 2020 there was a total sshut

down of the destination with minimal destination coverage.

48

SPRING/EARLY SUMMER PROMOTIONS

• Completed a late spring promotion with WSB-TV Atlanta which included a 4

day/3 nights stay for two, complete with luxury accommodations, VIP tickets and

access to the St. Augustine Food & Wine Festival (dinner, master class, brunch,

VIP lounge, and all VIP activities), VIP tickets to the St. Augustine Craft Brewer’s

Fest, destination attraction tickets, and dining. The promotion ran March 25-April

12, 2021 and included website takeover, social media, and promotional spots.

• In exchange for FHC sponsorship and promotional inclusion, provided two prize

package giveaways for inclusion in the St. Augustine Food + Wine Festival’s

sweepstakes (a 4 day/3 nights stay promotion with Cooking with Paula Deen

web, Southern Cast Iron web, Southern Lady web, Taste of the South web, and

The Cottage Journal web; second promotion was a 3 day/2 nights stay with

WJXT-TV, FL Times Union, and Jacksonville magazine). The promotions started

March 12, 2021 and ended April 18, 2021.

• Finalized a spring promotion with WJXT-TV (Jacksonville) which included a 3

day/2 night stay for two complete with accommodations, dining, and attraction

tickets. The promotion ran March 22-April 23, 2021 targeting viewers looking for

a getaway that’s not faraway.

• Finalized a VISIT FLORIDA KLTY-FM Dallas radio promotion to run May 31-July

2, 2021. Four 5 day/4 nights prize packages will be provided and include

lodging, dining, and attraction tickets. Promotion will include an array of

promotional spots and live liners, homepage takeover, and social media posts.

• Completing a summer getaway promotion with iHeart Media St. Petersburg, FL

(WKSL-FM). Station will give away a 3 day/2 night prize package together with

lodging, dining, and attraction tickets. This promotion will run from May 10-21,

2021.

Promotions Department Report: April 2021 Susan Phillips, Director, Tourism Promotion & Strategic Alliances

49

• Finalizing a sweepstakes promotion with Delta Community Credit Union and

Atlanta radio station WWWQ. The “Driveaway-Getaway” promotion targets

Atlanta residents interested in new or refinanced car loans at a low rate. Prize

includes a 4 day/3 night stay for two complete with accommodations, dining, and

attraction tickets. Promotion runs from May 10-30, 2021.

• Developing summer vacation giveaway sweepstakes with iHeart Media Atlanta

(WUBL-FM and WWPM-FM). Each station will give away a 3 day/2 nights prize

package complete with lodging, dining, and attraction tickets. Promotions will run

mid-May through early June 2021.

• Finalizing a sweepstakes promotion with Viacom-CBS TV St.

Pete/Tampa/Sarasota targeting viewers planning summer getaways. Promotion

will run in mid-June.

• Working with WXIA-TV Atlanta to develop a mid-June TV promotion targeting

viewers looking for a getaway that’s not faraway. Prize will include a 3 day/2

night stay and will run late June.

DATABASE MARKETING • Subscriber base is now at 177K; 99% retention rate (maintaining less than 1%

opt-out).

50

GOLF TOURIST ACTIVITY

1 6

2 7

3 8

4 9

5 10

2021 2020 CHANGE

23,652 7,749 205%

58,054 25,710 126%

MAR -15%

YTD -27%

PRECIPITATION AVERAGE TEMP

2021 2020 CHANGE 2021 2020 CHANGE

1.69 .12 1.57 65 69 -4

2020 FFCG TOP 10 CITY DEMAND MARKETS

2021 March

Jacksonville Chicago

Orlando New York

Atlanta Palm Valley

TOP 5 DEMAND MARKETS (DIGITAL USERS)

Miami Tampa

Ashburn Charlotte

UNITED STATES INTERNATIONAL

Florida India

North Carolina Cananda

Georgia United Kingdom

California France

South Carolina Germany

DIGITAL TRAFFIC

MONTHLY

YEAR TO DATE

ST. JOHNS TOURIST ROUNDS TREND

VALUE $1,031,104

IMPRESSIONS 17,273,800

FY21 EARNED MEDIA

4300 Marsh Landing Boulevard Suite 102 Jacksonville Beach, FL 32250

904.249.058551

Documents

VCB Board of Directors Meeting Packet May 25, 2021 1:30 pm