AITDC Board MeetingOctober 25, 2017

Date: Wednesday, October 25, 2017 Location: Hampton Inn & Suites, Fernandina Beach, FL 3 P.M. ________________________________________________________________________

Agenda

I. Call to Order Danny Leeper

II. Approval of August 23, 2017 Meeting Minutes Danny Leeper

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

IV. North Florida Bike Club re: Endless Summer Watermelon Ride

V. Financial & Metrics Gil Langley VI. Amelia Island Tourist Development Council Update Staff

a. Marketing Amy Boek b. Digital Strategy Ktimene Axtell c. International and Social Media Kate Harris d. Strategic Initiatives Leigh Palmer

VII. Old Business

a. Visit Florida Partnership b. FADMO

VIII. New Business

a. Restaurant Week Charity

IX. Adjourn

Minutes

Board Meeting

Wednesday, August 23, 2017

3:00 p.m.

American Beach Community Center

1600 Julia Street, Amelia Island, FL 32034

Present: Barbara Halverstadt, Bob Hartman, Robin Lentz, Tim Poynter, George

Sheffield, Donald Stamets

Absent: David Caples, Danny Leeper, Jim McManemon, Jack Healan

Staff: Gil Langley, Ktimene Axetell, Kate Harris, Melanie Crawford, Deb

Nordstrom, Kaitlin Harris, Leigh Palmer, Amy Boek

I. Call to Order

Meeting was called to order by Bob Hartman at 3:00 p.m.

II. Approval of Minutes – July 20, 2017 TDC Meeting

A motion was made by Tim Poynter to approve minutes of last meeting, seconded by Donald

Stamets. All approved.

III. Public Input: Items not on the agenda:

No public input.

IV. Florida’s First Coast of Golf: Dave Reese

A brief presentation was given wrapping up the year and presenting a forecast for the new

fiscal year. Mr. Reese pointed out that the increased marketing efforts have produced strong,

positive results. In 2016 the golfing tourist generated over 26,000 room nights on Amelia

Island. FFCG received the IAGTO Award for Best Golf Destination in 2017. In closing, Mr.

Reese expressed appreciation for the continued sponsorship. Mr. Hartman responded that the

board also appreciated all the good information and positive ROI.

V. Financials & Metrics: Gil Langley

STR July showed Year-To-Date Occupancy at 79.8% and Rev Par at $221.06. August

bookings have, slowed for end of summer but we have rolled out some last minute small

campaigns to boost. Expense Budget is under in all key categories. YTD Revenue is up

5.8%.

This is eighth month in a row we’ve had increases in RevPar.

VI. AITDC Update from staff:

a. Marketing/Advertising: Amy Boek

YTD Key Feeder research reports were reviewed. Growth in the Florida as market has been

strongest - up 6.5%. Several DMA markets not typically targeted in our marketing also

showed growth. Quarterly economic impacts were also reviewed.

The Annual Industry meeting will be held on September 28th. There will be an invite sent

out with further details next week. Unveiled will be the new Marketing Plan for FY 2017-

18; plans to advance our sustainable tourism efforts; and details on increasing yield in the

destination. There are a couple of other events under way. The Dickens on Centre event is

successfully on track with production efforts, and plans have begun on the 10th Anniversary

of Restaurant Week.

The new Ever So Slightly campaign photo/video shoot is currently in under way. Working

with an outstanding crew and the professional team to scout locations and execute the

logistics. There will be more to reveal on this next meeting but so far we are very pleased

with the process.

b. Digital Strategy: Ktimene Axetell

Website is now being enhanced and updated differently to condense content. Strategy is to

go on the offense due to shrinking consumer confidence and the uncertainty generated by

global affairs. Socially and culturally, we support the quality of life the tourism industry

brings to the local residents. By focusing on sustainability of the environment and the

economic impact, we can broaden our markets, while still being stewards of the island.

Several small campaigns were launched including the recent vacation rental campaign,

proving to be successful with occupancy up 11%. The solar eclipse messaging was also

popular, while the relaunched Seize the Summer and the FL/GA Sweepstakes both gained

traction

The Amelia Island Wellness Festival is November 10-12. Planning and marketing will

become more aggressive soon.

c. Social and International: Kate Harris

Highlighting on social media is best when using video. However, for time, cost and effort

put into local videos, the focus will shift away from individual partner creations and use of

general area videos to market all.

Recently returned from Germany, attending the International Elvis Festival celebrating his

time in Germany. Amelia Island made quite a presence using videos, promotional materials

and press coverage.

Petanque is rapidly coming together and successfully being promoted, with 185 teams

registered.

d. Strategic Initiatives: Leigh Palmer

Partnership Development and Management: consists of reaching out to local business

owners and partners in the tourism industry, aiding them in understanding how the tourism

industry can benefit them and how we can better serve them.

Community Relations: establishing local ambassadors with an understanding of how the

local can benefit from tourism with the primary focus on economic impact. Local

recommendations are key.

Partnership with Giving Good: creating a partnership with corporations to not for profit.

This will bring great exposure to Amelia Island.

e. Hayworth Public Relations: Kaitlin Harris

June and July continued to be bountiful in Media Coverages highlighting on the

Babymoon niche offsetting the Male-centric. The Ohio “Never Seen the Ocean”

vacation winners were excited for their visit here as shown in our presentation.

The Spartina promo was successful and Man Fam is coming up in September.

VII. Old Business:

AITDC Budget 2018: 3 variable options to the FY2018 budget were reviewed. After

discussion, option 2 was selected. Tim Poynter made a motion to propose the option

#2 budget for FY 2018 to the BOCC. Donald Stamets seconded, with approval from

all. The total budget for FY2018 is $6,467,500, including $850,000 in reserve

spending. That represents a 22% decline from FY2017.

The subject of hiring vendors vs. in house staff for marketing tasks including

advertising purchases, design/production and trafficking was discussed. It was agreed

we should keep as many functions in house as possible. Due to the cost savings

achieved, the AICVB should recoup expenses for staff time dedicated to marketing

activities instead of paying vendor fees. Robin Lentz made a motion to use funds

from the AITDC to cover the cost of in-house staff time on marketing projects that

have traditionally been outsourced. Tim Poynter seconded motion and all approved.

Visit Florida Partnership: Confirmed that Amelia Island has placed its partner

participation on hold until Visit Florida reveals a new marketing plan. It was

unanimous that joining in the future would definitely be considered if it resulted in a

positive ROI for Nassau County.

VIII. New Business:

AITDC Meeting location will be rotated.

IX. Adjourned at 4:55 pm

Approved ___________________, 2017

Tourist Development Council of Amelia Island, Florida

By: _____________________________ By: _______________________________

Danny Leeper, Chair Attest: Gil Langley, Managing Director

Public Comment

Scanned by CamScanner

Scanned by CamScanner

Financials

Amelia Island Tourism Development CouncilMonthly Taxable Collections

Actual October November December January February March April May June July August September TotalFY 2010 $3,824,925 $4,127,108 $2,662,768 $3,061,087 $3,872,714 $7,180,869 $7,250,176 $6,771,684 $9,192,997 $11,420,967 $6,161,937 $4,134,125 $69,661,357FY 2011 $5,117,877 $3,146,563 $2,891,727 $3,057,380 $4,477,079 $8,042,178 $9,089,680 $7,348,455 $9,319,735 $10,455,155 $5,315,503 $4,709,634 $72,970,966FY 2012 $5,873,108 $4,083,078 $3,224,742 $2,732,955 $4,600,703 $9,471,861 $8,896,159 $7,524,447 $9,654,444 $10,416,601 $6,309,424 $5,300,489 $78,088,012FY 2013 $5,993,912 $4,252,420 $3,048,178 $3,744,771 $5,098,560 $10,724,414 $10,388,492 $9,925,245 $11,911,552 $12,710,654 $8,908,306 $6,817,183 $93,523,687FY2014 $7,475,837 $6,034,530 $4,166,409 $5,565,369 $6,515,370 $12,374,283 $12,550,221 $12,039,768 $12,963,890 $14,986,010 $9,814,050 $7,623,141 $112,108,878FY2015 $8,825,683 $6,296,108 $5,161,284 $6,116,785 $8,198,689 $13,685,610 $13,547,538 $12,378,353 $14,913,734 $16,387,766 $10,972,556 $9,427,872 $124,124,387FY2016 $9,071,000 $7,228,216 $6,394,566 $6,789,618 $8,508,848 $15,822,132 $13,706,888 $12,461,791 $15,209,784 $17,501,019 $10,522,990 $10,223,465 $133,440,316FY2017 $8,004,857 $7,920,339 $6,228,205 $7,028,403 $9,634,435 $16,040,637 $15,611,677 $13,478,363 $15,698,386 $18,932,545 $10,027,764% Change -11.75% 9.58% -2.60% 3.52% 13.23% 1.38% 13.90% 8.16% 3.21% 8.18% -4.71%

FY2017 Projected $7,875,000 $8,125,000 $6,875,000 $6,375,000 $6,875,000 $8,750,000 $13,750,000 $12,500,000 $15,000,000 $13,750,000 $12,843,750 $7,178,125 $119,896,875FY2017 Actual $8,004,857 $7,920,339 $6,228,205 $7,028,403 $9,634,435 $16,040,637 $15,611,677 $13,478,363 $15,698,386 $18,932,545 $10,027,764 $128,605,610% Change 1.65% -2.52% -9.41% 10.25% 40.14% 83.32% 13.54% 7.83% 4.66% 37.69% -21.92% -100.00% 7.26%

YTDFY2016 $9,071,000 $16,299,216 $22,693,782 $29,483,400 $37,992,248 $53,814,380 $67,521,268 $79,983,059 $95,192,843 $112,693,862 $123,216,851 $133,440,316 $79,983,059FY2017 $8,004,857 $15,925,196 $22,153,401 $29,181,804 $38,816,239 $54,856,876 $70,468,553 $83,946,916 $99,645,302 $118,577,847 $128,605,610 $83,946,916% Change -11.75% -2.29% -2.38% -1.02% 2.17% 1.94% 4.36% 4.96% 4.68% 5.22% 4.37% 4.96%

Bed TaxFY2016 $362,255 $288,297 $255,071 $271,094 $339,490 $629,533 $547,131 $500,976 $607,785 $698,634 $419,913 $408,548 $5,328,728FY2017 Projected $315,000 $325,000 $275,000 $255,000 $275,000 $350,000 $550,000 $500,000 $600,000 $550,000 $513,750 $287,125 $4,795,875FY2017 Actual $319,302 $316,190 $248,545 $280,387 $384,248 $640,664 $623,677 $538,298 $626,262 $751,326 $400,213 $5,129,112

1.4% -2.7% -9.6% 10.0% 39.7% 83.0% 13.4% 7.7% 4.4% 36.6% -22.1% 6.9%

FY 2010 $69,661,357FY 2011 $72,970,966FY 2012 $78,088,012FY2013 $93,523,687FY2014 $112,108,878FY2015 $125,789,657FY2016 $132,644,725FY2017 $128,605,610

$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

$100,000,000

$120,000,000

$140,000,000

FY 2012 FY2013 FY2014 FY2015 FY2016 FY2017

$78,088,012$93,523,687

$112,108,878$125,789,657

$132,644,725 $128,605,610

$0$2,000,000$4,000,000$6,000,000$8,000,000

$10,000,000$12,000,000$14,000,000$16,000,000$18,000,000$20,000,000

October November December January February March April May June July August September

Monthly Trend

FY 2012 FY 2013 FY2014 FY2015 FY2016 FY2017

10/20/2017 13:57 |BOARD OF COMMISSIONERS |P 16235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2017 99

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

-4,795,875.00 -4,795,875.00 -5,537,662.15 0.00 0.00 741,787.15 115.5% 137 .000.361101. INTEREST-BANK

0.00 0.00 -339.79 0.00 0.00 339.79 100.0% 137 .000.361101.AMER1 INTEREST-BANK

0.00 0.00 -17,917.66 0.00 0.00 17,917.66 100.0% 137 .000.361101.CBC1 INTEREST-BANK

0.00 0.00 -4,876.14 0.00 0.00 4,876.14 100.0% 137 .000.361101.EVRB INTEREST-BANK

0.00 0.00 -8,620.61 0.00 0.00 8,620.61 100.0% 137 .000.361161.EVRB1 CD INTEREST

0.00 0.00 -888.45 0.00 0.00 888.45 100.0% 137 .000.361161.EVRB5 CD INTEREST

0.00 0.00 -8,678.14 0.00 0.00 8,678.14 100.0% 137 .000.361161.EVRB6 CD INTEREST

0.00 0.00 -3,682.30 0.00 0.00 3,682.30 100.0% 137 .000.399951. CASH FWD-RESEARCH/ADMIN

-50,119.00 -54,308.00 0.00 0.00 0.00 -54,308.00 .0% 137 .000.399952. CASH FWD-MARKETING

-2,438,399.00 -2,688,173.00 0.00 0.00 0.00 -2,688,173.00 .0% 137 .000.399953. CASH FWD-TRADE

-596,657.00 -695,277.00 0.00 0.00 0.00 -695,277.00 .0% 137 .000.399954. CASH FWD-BEACH IMPROVEMENTS

-2,105,046.00 -2,095,307.00 0.00 0.00 0.00 -2,095,307.00 .0%

TOTAL AI TOURIST DEVELOP FUND -9,986,096.00 -10,328,940.00 -5,582,665.24 0.00 0.00 -4,746,274.76 54.0%

37521582 TDC ADMIN FEES-TRANS OUT _________________________________________

137 .521.582.58.591910.CLERK ADMINISTRATIVE FEE-CLERK

71,938.00 71,938.00 83,064.94 0.00 0.00 -11,126.94 115.5% 137 .521.582.58.591910.TAXCO ADMIN FEE-TAX COLLECTOR

71,938.00 71,938.00 83,064.94 0.00 0.00 -11,126.94 115.5%

TOTAL TDC ADMIN FEES-TRANS OUT 143,876.00 143,876.00 166,129.88 0.00 0.00 -22,253.88 115.5%

37522552 TDC RESEARCH/ADMIN _________________________________________

137 .522.552.55.531041. MANAGEMENT FEE-CVB

10/20/2017 13:57 |BOARD OF COMMISSIONERS |P 26235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2017 99

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

____________________________________________________________________________________________________________________________________

697,800.00 697,800.00 805,729.83 0.00 0.00 -107,929.83 115.5%

TOTAL TDC RESEARCH/ADMIN 697,800.00 697,800.00 805,729.83 0.00 0.00 -107,929.83 115.5%

37523552 TDC MARKETING _________________________________________

137 .523.552.55.548110. ADV CONT-AD PRODUCTIONS

275,000.00 575,000.00 382,917.85 0.00 0.00 192,082.15 66.6% 137 .523.552.55.548120. ADV CONT-MAG PLACEMENT

2,921,000.00 3,371,000.00 2,111,026.71 0.00 0.00 1,259,973.29 62.6% 137 .523.552.55.548200. ADV CONT-AGENCY EXPENSES

0.00 1,250.00 1,250.00 0.00 0.00 0.00 100.0% 137 .523.552.55.548240. ADV CONT-WEBSITE

275,000.00 275,000.00 194,372.80 0.00 0.00 80,627.20 70.7% 137 .523.552.55.548250. ADV CONT-FOCUS GROUP RESERVE

72,000.00 92,000.00 82,340.00 0.00 0.00 9,660.00 89.5% 137 .523.552.55.548330. ADV IN HOUSE-MISC

30,000.00 45,000.00 42,738.60 0.00 0.00 2,261.40 95.0% 137 .523.552.55.548350. ADV IN HOUSE-GOLF GETAWAY

60,000.00 60,000.00 60,000.00 0.00 0.00 0.00 100.0% 137 .523.552.55.548520. SPECIAL EVENTS

400,000.00 515,000.00 502,838.61 0.00 0.00 12,161.39 97.6% 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

1,299.00 1,299.00 550.00 0.00 0.00 749.00 42.3% 137 .523.552.55.548710. P R - AGENCY FEES

78,000.00 78,000.00 72,700.00 0.00 0.00 5,300.00 93.2% 137 .523.552.55.548720. P R - AGENCY EXPENSES

45,000.00 43,750.00 34,204.25 0.00 0.00 9,545.75 78.2% 137 .523.552.55.548740. P R FUNCTIONS-ON ISLAND

25,000.00 25,000.00 2,036.65 0.00 0.00 22,963.35 8.1% 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 4,204,799.00 5,104,799.00 3,504,475.47 0.00 0.00 1,600,323.53 68.7%

37523581 TRANS OUT-GENERAL-EQUIPMENT _________________________________________

137 .523.581.58.591016. TRANS OUT-GENERAL-EQUIPMENT

1,000.00 1,000.00 942.92 0.00 0.00 57.08 94.3%

10/20/2017 13:57 |BOARD OF COMMISSIONERS |P 36235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2017 99

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

____________________________________________________________________________________________________________________________________

TOTAL TRANS OUT-GENERAL-EQUIPMENT 1,000.00 1,000.00 942.92 0.00 0.00 57.08 94.3%

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

10,000.00 85,000.00 63,864.17 0.00 0.00 21,135.83 75.1% 137 .524.552.55.548019. HOSPITALITY SERVICES

130,000.00 130,000.00 108,446.76 0.00 0.00 21,553.24 83.4% 137 .524.552.55.548111. DUES/SUBSCRIPT/TRAINING

25,000.00 25,000.00 5,178.00 0.00 0.00 19,822.00 20.7% 137 .524.552.55.548121. PRINTING-BROCHURES

225,000.00 200,000.00 88,011.34 0.00 0.00 111,988.66 44.0% 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

35,000.00 335,000.00 37,189.75 0.00 0.00 297,810.25 11.1% 137 .524.552.55.548151. OTHER TRAVEL EXPENSE

45,000.00 45,000.00 32,569.20 0.00 0.00 12,430.80 72.4% 137 .524.552.55.548161. ON ISLAND - FAMS

25,000.00 25,000.00 16,157.48 0.00 0.00 8,842.52 64.6% 137 .524.552.55.548180. PROMOTIONAL SUPPLIES

28,700.00 28,700.00 17,907.69 0.00 0.00 10,792.31 62.4%

TOTAL TDC TRADE SHOWS/TRAVEL TR 533,200.00 883,200.00 369,324.39 0.00 0.00 513,875.61 41.8%

37525539 TDC BEACH IMPROVMENTS _________________________________________

137 .525.539.53.534102. CONTRACT SERVICE-BEACH CLEAN

455,200.00 165,240.00 161,708.87 0.00 0.00 3,531.13 97.9% 137 .525.539.53.534102.HMATT CONTRACT SERVICE-BEACH CLEAN

0.00 435,500.00 426,828.45 0.00 0.00 8,671.55 98.0% 137 .525.539.53.554000. DUES & SUBSCRIPTIONS

10,000.00 7,500.00 6,500.00 0.00 0.00 1,000.00 86.7% 137 .525.539.53.581202.BRSP AID-CITY OF FERNANDINA BCH

0.00 856,960.00 856,960.00 0.00 0.00 0.00 100.0%

10/20/2017 13:57 |BOARD OF COMMISSIONERS |P 46235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2017 99

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

____________________________________________________________________________________________________________________________________

TOTAL TDC BEACH IMPROVMENTS 465,200.00 1,465,200.00 1,451,997.32 0.00 0.00 13,202.68 99.1%

37999599 RESERVES _________________________________________

137 .999.599.59.599052. RESERVES RESEARCH/ADMINISTRATI

50,119.00 54,308.00 0.00 0.00 0.00 54,308.00 .0% 137 .999.599.59.599053. RESERVES MARKETING

1,256,399.00 606,173.00 0.00 0.00 0.00 606,173.00 .0% 137 .999.599.59.599054. RESERVES TRADE

528,657.00 277,277.00 0.00 0.00 0.00 277,277.00 .0% 137 .999.599.59.599055. RESERVES BEACH

2,105,046.00 1,095,307.00 0.00 0.00 0.00 1,095,307.00 .0%

TOTAL RESERVES 3,940,221.00 2,033,065.00 0.00 0.00 0.00 2,033,065.00 .0%

TOTAL AI TOURIST DEVELOP FUND 0.00 0.00 715,934.57 0.00 0.00 -715,934.57 100.0%

TOTAL REVENUES

-9,986,096.00 -10,328,940.00 -5,582,665.24 0.00 0.00 -4,746,274.76TOTAL EXPENSES

9,986,096.00 10,328,940.00 6,298,599.81 0.00 0.00 4,030,340.19

10/20/2017 13:57 |BOARD OF COMMISSIONERS |P 56235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2017 99

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

____________________________________________________________________________________________________________________________________

GRAND TOTAL 0.00 0.00 715,934.57 0.00 0.00 -715,934.57 100.0%

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

Research

Date Created: Oct 16, 2017

Amelia Island Tourist Development Council

Table Of Contents 1

Multi-Segment 2

Trend Amellia Island+ 3

Response Amellia Island+ 4

Help 5

735 East Main Street, Hendersonville, TN 37075 USA Blue Fin Building, 110 Southwark Street, London SE1 0TAT : +1 615 824 8664 T : +44 (0)20 7922 1930support@str.com www.str.com hotelinfo@str.com www.str.com

The STR Destination Report is a publication of STR, Inc. and STR Global, Ltd., and is intended solely for use by paid subscribers. Reproduction or distribution of the STR Destination Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to the STR Destination Report, please contact us immediately. Source: 2017 STR, Inc. / STR Global, Ltd. trading as "STR".

For the Month of September 2017

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

Amelia Island Tourist Development Council

For the month of: September 2017

Percent Change from September 2016 Percent Change from YTD 2016

2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev

Room Avail

Room Sold 2017 2016 2017 2016 2017 2016 Occ ADR RevPAR

Room Rev

Room Avail

Room Sold Census Sample Census Sample

Florida 66.4 63.4 115.35 109.80 76.62 69.63 4.7 5.1 10.0 11.8 1.6 6.5 74.4 73.0 139.11 136.60 103.50 99.67 2.0 1.8 3.9 5.5 1.6 3.6 3694 2122 429427 317054

Jacksonville, FL 69.0 63.6 101.98 99.32 70.37 63.12 8.6 2.7 11.5 12.8 1.2 9.9 72.5 71.5 110.03 105.34 79.79 75.34 1.4 4.5 5.9 6.6 0.7 2.1 270 193 27367 22897Jacksonville Beaches, FL 56.3 63.5 146.65 148.39 82.52 94.27 -11.4 -1.2 -12.5 -11.0 1.7 -9.9 72.5 72.8 167.55 162.14 121.47 118.08 -0.5 3.3 2.9 5.1 2.2 1.7 99 60 7898 6495Savannah, GA 63.1 69.5 112.99 114.90 71.27 79.88 -9.3 -1.7 -10.8 -8.8 2.2 -7.3 72.2 71.4 117.21 115.27 84.60 82.28 1.1 1.7 2.8 4.9 2.0 3.1 173 131 15427 13269Brunswick/Kingsland, GA 48.9 57.4 112.73 117.99 55.10 67.77 -14.9 -4.5 -18.7 -17.3 1.7 -13.5 62.0 64.6 127.22 121.06 78.94 78.23 -4.0 5.1 0.9 2.7 1.8 -2.3 91 61 7177 5206Daytona Beach, FL 58.1 50.1 96.28 91.68 55.97 45.97 15.9 5.0 21.7 19.4 -1.9 13.7 65.4 64.8 120.64 113.08 78.85 73.23 0.9 6.7 7.7 4.9 -2.6 -1.7 177 70 13040 7995Charleston, SC 66.1 75.5 135.33 139.61 89.50 105.43 -12.4 -3.1 -15.1 -11.0 4.8 -8.2 77.2 77.0 143.75 139.21 110.93 107.13 0.3 3.3 3.5 7.9 4.2 4.4 187 136 19925 16071Nassau County, FL 56.8 71.4 170.47 182.66 96.84 130.36 -20.4 -6.7 -25.7 -25.8 -0.1 -20.5 74.7 74.5 205.98 201.53 153.93 150.09 0.3 2.2 2.6 2.5 -0.1 0.3 24 14 2264 1978St Johns County, FL 57.6 54.8 122.68 117.68 70.66 64.44 5.2 4.2 9.7 12.2 2.3 7.6 67.3 66.8 136.71 131.38 92.06 87.78 0.8 4.1 4.9 8.0 3.0 3.8 81 45 5926 4436Hilton Head/Beaufort, SC 52.8 67.5 155.19 153.88 81.95 103.91 -21.8 0.8 -21.1 -21.1 0.0 -21.8 66.9 67.5 169.94 160.41 113.67 108.34 -1.0 5.9 4.9 6.9 1.9 0.9 46 35 6165 4703Fort Walton Beach, FL 59.0 60.0 137.30 133.93 81.06 80.34 -1.6 2.5 0.9 7.3 6.4 4.7 64.7 64.0 162.82 158.47 105.34 101.36 1.2 2.7 3.9 9.4 5.3 6.5 92 53 10547 7047

A blank row indicates insufficient data.

The STR Destination Report is a publication of STR, Inc. and STR Global, Ltd., and is intended solely for use by paid subscribers. Reproduction or distribution of the STR Destination Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to the STR Destination Report, please contact us immediately. Source: 2017 STR, Inc. / STR Global, Ltd. trading as "STR".

RevPARADROcc %

Year to Date - September 2017 vs September 2016

RoomsRevPAR PropertiesADR

Participation

Occ %

Current Month - September 2017 vs September 2016

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

Amelia Island Tourist Development Council

For the Month of September 2017

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2015 2016 2017 2015 2016 2017This Year 78.8 74.8 82.0 87.8 73.5 72.9 55.9 64.2 51.5 57.6 79.1 84.4 86.4 79.1 85.7 86.8 69.5 52.0 74.8 75.6 75.6 70.6 71.8 70.9Last Year 77.9 75.5 82.9 86.2 72.2 67.1 62.6 62.6 56.3 58.1 70.5 81.9 78.8 74.8 82.0 87.8 73.5 72.9 72.0 74.8 75.6 67.2 70.6 71.8

Percent Change 1.1 -0.9 -1.1 1.9 1.7 8.7 -10.6 2.5 -8.5 -0.8 12.2 3.0 9.7 5.7 4.6 -1.2 -5.4 -28.7 3.9 1.2 0.0 5.0 1.7 -1.2

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2015 2016 2017 2015 2016 2017This Year 258.44 238.69 244.87 243.70 196.53 204.76 203.37 188.30 183.91 171.92 190.90 267.92 263.22 245.30 247.27 254.71 203.61 199.47 220.99 226.95 231.88 212.64 218.56 223.77Last Year 257.57 237.07 238.56 240.76 202.87 196.71 212.69 180.26 167.07 168.22 184.01 273.05 258.44 238.69 244.87 243.70 196.53 204.76 207.87 220.99 226.95 200.20 212.64 218.56

Percent Change 0.3 0.7 2.6 1.2 -3.1 4.1 -4.4 4.5 10.1 2.2 3.7 -1.9 1.8 2.8 1.0 4.5 3.6 -2.6 6.3 2.7 2.2 6.2 2.8 2.4

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2015 2016 2017 2015 2016 2017This Year 203.59 178.58 200.73 214.02 144.45 149.37 113.71 120.85 94.66 99.11 150.96 226.05 227.38 194.05 212.02 221.06 141.60 103.73 165.19 171.63 175.31 150.08 156.93 158.75Last Year 200.62 179.05 197.71 207.46 146.55 132.02 133.05 112.82 94.02 97.78 129.74 223.64 203.59 178.58 200.73 214.02 144.45 149.37 149.60 165.19 171.63 134.59 150.08 156.93

Percent Change 1.5 -0.3 1.5 3.2 -1.4 13.1 -14.5 7.1 0.7 1.4 16.4 1.1 11.7 8.7 5.6 3.3 -2.0 -30.6 10.4 3.9 2.1 11.5 4.6 1.2

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2015 2016 2017 2015 2016 2017This Year 55,650 57,505 55,650 57,505 57,505 55,650 57,505 55,590 57,443 57,443 51,884 57,443 55,590 57,443 55,590 57,443 57,443 55,590 506,415 506,415 505,869 677,075 677,075 676,407Last Year 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 55,650 57,505 57,505 55,650 506,535 506,415 506,415 677,287 677,075 677,075

Percent Change 0.0 0.0 0.0 0.0 0.0 0.0 0.0 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 0.0 0.0 -0.1 0.0 0.0 -0.1

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2015 2016 2017 2015 2016 2017This Year 43,840 43,023 45,619 50,501 42,266 40,595 32,154 35,678 29,566 33,113 41,029 48,466 48,022 45,440 47,665 49,854 39,949 28,908 378,558 382,990 382,446 477,891 486,153 479,844Last Year 43,347 43,433 46,120 49,551 41,540 37,350 35,972 34,829 32,362 33,427 36,620 47,099 43,840 43,023 45,619 50,501 42,266 40,595 364,549 378,558 382,990 455,333 477,891 486,153

Percent Change 1.1 -0.9 -1.1 1.9 1.7 8.7 -10.6 2.4 -8.6 -0.9 12.0 2.9 9.5 5.6 4.5 -1.3 -5.5 -28.8 3.8 1.2 -0.1 5.0 1.7 -1.3

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2015 2016 2017 2015 2016 2017This Year 11,329,994 10,269,044 11,170,702 12,307,298 8,306,507 8,312,229 6,539,164 6,718,045 5,437,406 5,692,925 7,832,534 12,985,076 12,640,159 11,146,631 11,786,055 12,698,270 8,134,203 5,766,304 83,656,227 86,917,680 88,682,157 101,618,323 106,253,605 107,376,772Last Year 11,164,699 10,296,480 11,002,590 11,930,134 8,427,196 7,346,985 7,650,803 6,278,347 5,406,775 5,623,063 6,738,604 12,860,239 11,329,994 10,269,044 11,170,702 12,307,298 8,306,507 8,312,229 75,779,686 83,656,227 86,917,680 91,158,293 101,618,323 106,253,605

Percent Change 1.5 -0.3 1.5 3.2 -1.4 13.1 -14.5 7.0 0.6 1.2 16.2 1.0 11.6 8.5 5.5 3.2 -2.1 -30.6 10.4 3.9 2.0 11.5 4.6 1.1

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug SepCensus Props 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15

Census Rooms 1855 1855 1855 1855 1855 1855 1855 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853% Rooms Participants 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3

A blank row indicates insufficient data.

The STR Destination Report is a publication of STR, Inc. and STR Global, Ltd., and is intended solely for use by paid subscribers. Reproduction or distribution of the STR Destination Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to the STR Destination Report, please contact us immediately. Source: 2017 STR, Inc. / STR Global, Ltd. trading as "STR".

Year To Date Running 12 Months

Year To Date Running 12 Months

Year To Date Running 12 Months

Year To Date Running 12 Months

Year To Date Running 12 Months

Year To Date Running 12 Months

2016

2017

2017

2017

2017

2017

2017

2017

2016

2016

2016

2016

2016

2016

Supply

RevPAR

ADR

Census %

Occupancy (%)

Revenue

Demand

-40

-30

-20

-10

0

10

20

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

Monthly Percent Change

Occupancy ADR RevPAR

-1.5-1.0-0.50.00.51.01.52.02.53.0

Year To Date Running 12 Months

Overall Percent Change

Occupancy ADR RevPAR

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

For the Month of September 2017

STR Code Name of Establishment City & State Zip Code Aff DateOpen 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 Beac Fernandina 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 25 ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○43254 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 402 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 1853 ○ - 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

A blank row indicates insufficient data.

201720162015

The STR Destination Report is a publication of STR, Inc. and STR Global, Ltd., and is intended solely for use by paid subscribers. Reproduction or distribution of the STR Destination Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to the STR Destination Report, please contact us immediately. Source: 2017 STR, Inc. / STR Global, Ltd. trading as "STR".

Tourism Activity Report

August & September 2017

Mission Statement Created by the Nassau County Board of County Commissioners in 1988, the Amelia Island Tourist Development Council (AITDC) oversees the development and marketing of Amelia Island as a world-class tourism destination. As provided by Florida law, the AITDC is responsible for the expenditure of revenues received from the levy and imposition of the tourism development tax. The goals of the AITDC are to generate visitation to Amelia Island and its attractions/special events, thereby increasing tax revenues, including sales taxes and those imposed on the hospitality industry. In turn, those tax revenues may be used to improve the quality of life for the citizens of the community, provide support for beach re-nourishment, and ensure a viable hospitality industry.

The key focus areas of Amelia Island TDC are:

Events & Promotions:• Visitor Services• Conferences/Meetings• Travel Trade Shows• Events

Marketing:• Strategy• Advertising• Content/Social• Website• Collateral

Public Relations:• Writers• Coverage• Press Releases• Promotions

Marketing

Amelia Island Tourist Development Council

Tourism Activity Report

Events & Promotions Visitor Services

AMELIA ISLAND WELCOME CENTER o Welcomed 6,585 visitors. o Trip Advisor listing as one of ‘‘top 10 things to do.’’ o Research survey data collected daily and tracked. o Welcomed 1 motor coach. o Prepared 365 welcome packets for 8 group visits.

Visitor Guide fulfillment totaling over 2500 per month. Weekly distribution of collateral to all lodging and hospitality partners island wide. Monthly STR report and Sales Tax tracking. Assist with welcome and registrations of large groups or meetings as needed.

Conferences/Meetings

Ongoing work with Cvent on RFP’s Attended monthly Historic FB Association

meeting Attended monthly North Florida Hotel &

Lodging meeting Attended monthly Florida’s First Coast of Golf

meeting Main Street board and organization meetings ArtWalk Committee Meeting

JaxSports Council monthly meeting FADMO Board Meeting Florida’s Governor’s Conference on Tourism Chairman’s Club Annual Industry Meeting of TDC Attended ESTO Marketing Conference

Travel Trade Shows

European Elvis Festival, Bad Nauheim, Germany, and deskside visits to DerTour and CANUSA iN Frankfurt

Events/Holidays

Artrageous Artwalk every 2nd Saturday Labor Day

Amelia Island Tourist Development Council

Tourism Activity Report

Upcoming Events:

Petanque Amelia Island Open

o 185 teams enrolled, 78% from outside the First Coast region. They are coming from 18 countries and 23 states. Top states represented outside of Florida include New York, North Carolina and California. France and Germany top international, other countries include New Zealand, Mongolia, Mexico, Canada, Australia, Netherlands, Switzerland, Cayman Islands, Israel and Norway.

o Building relationship with New York Pétanque Club President Jean-Pierre Subrenat, well-known Master Perfumer and a Pétanque Champion who recently won a spot on the team that will represent the USA in the 2018 World Championships.

o Continue effort to expand tournament into French themed culinary and cultural festival and help with enhancing Amelia Island Restaurant Week's 10th anniversary by attracting top chefs based in NY. Scheduled meeting with Executive Chef of the French Consulate as well as with Eric Ripert.

o Several of the participants and guests have expressed interest in holding future tournaments and clinics on Amelia Island - there seems to be a move away from South Florida in search of somewhere different and more 'laid back.' These events can use existing courts and require very little support, and are held all year round (especially in the winter for higher level players.)

o Attracting more tournaments and events requires very little capital investment as opposed to other sports, as we already have courts and the construction of more is flexible and inexpensive.

o Cross-promoting Wellness Festival for spouses/friends traveling for tournament.

o Finalized enhanced site plan.

o Produced banners for Centre Street and court as well as special ‘peace’ banner with quote used in popular video for photo opportunity.

o Working with City and County on proclamation for November to recognize special nature of event and honor contributions of Philippe Boets

o Promotion continues to be 100% organic and driven by social media and targeted exchanges with global Pétanque community facilitated by directors. Paid promotion to start end of October to drive last-minute participants from region and spectators from First Coast.

o Planned a full and thorough survey to quantify the economic impact of the event, the first year that we have taken it over and worked to optimize it.

Wellness Festival

o Launched AmeliaIslandWellnessFestival.com

Amelia Island Tourist Development Council

Tourism Activity Report

o Set up event ticketing via EventBrite o Partnered with Sched to launch an interactive schedule to live on the website and eventually

an app (planned) o Filmed short promotional video at The Ritz-Carlton, Amelia Island o Engaged community partners in the fitness field to submit proposed classes surrounding the

festival. o Drafted WF event spreadsheet o Drafted event purpose statement o Ran an early registration sweeptakes o Created digital ads in various formats o Deployed four email newsletters o Launched promotion on homepage hero o Placed WF paid advertising including

Atlanta Magazine eblast Charlotte Magazine eblast Islands.com eblast Health.com eblast Google Display Network (wellness influencer target) Facebook advertising (wellness influencer target) NPR radio in Tampa, Orlando

o Began guerilla marketing outreach to local yoga and fitness studios to broker biz dev deals including bounties

Dickens on Centre

o Finalized contract with living theatre partner Fanvergence o Lighting program permissions in process; finalizing holiday lighting details o Hosted downtown merchants meeting o Finalizing vendor recruitment, currently at 20 Centre Street, 28 2nd Street Artists o Finalizing entertainment o Working with 3rd parties for

Girl Scouts --- kid zone management Main Street --- window decorating Boy Scouts --- potential Christmas tree display News Leader --- declined to partner on event program Humane Society --- Parade of Paws

o Confirmed Fezziwig’s Courtyard with Hardee Kavanaugh and Marlin & Barrel o Finalizing book prop with AMP o Ordered commemorative ornament o Finalized all marketing and promotions; finalized poster o Arranging lodging blocks for 3rd parties o Working on logistics for cleaning, security, electrical, photography, costumes, etc.

Amelia Island Tourist Development Council

Tourism Activity Report

Fat Cross

o Postponed until February 2018 to allow beach repairs from due to hurricane Irma

Restaurant Week

o Planning underway to set theme, collateral, pricing, events, etc. o Placed traditional advertising

Marketing

Strategy

Marketing Plan FY2018

o Drafted, edited and finalized FY2018 marketing plan, see printed version

o Prepared presentation for annual industry meeting

o Hosted annual industry meeting on for September 28, 2017

Executed trip, filming, and editing of Never Seen the Ocean PR promotion from Ohio

Advertising

Setting budgets and forecast for marketing line items

Finalizing negotiations and insertions for FY2018 media plan

o Finalized partner cooperative advertising programs for FY2018

Executed photo and video shoot for new Ever So Slighting Special campaign

o Reviewing deliverables

o Planning campaign launch and integration

Working with FADMO on new advertising co-ops

PARADISE:

o Continuing to receive and review media placement opportunities for 2017 o Development of materials for various publications o Continued coordination of the Ever So Slightly video/photo shoot o Provided 10 Year Creative Evolution Video for Industry Meeting o Developed and submitted award entries for Adrian Awards o Developed materials for the following publications based on the new Ever So Slightly brand:

Conde Nast Traveler Garden and Gun December/January Issue

Amelia Island Tourist Development Council

Tourism Activity Report

o Agency began coordinating the assets of the Ever So Slightly campaign with the following: Brand Manual Print Ads Images from the Photographer and from Agency team Videos (6) Digital Ads Visitor Guide

Content Studio & Social

Presented Breakout Session at the 2017 Florida Governor’s Conference on Tourism: ‘‘Using Social Media to Reach Today’s Traveler.’’ Session was over capacity and was utilized in two webinars hosted and promoted nationally by Chute.

Wrote ‘‘behind the scenes’’ article on how to use video on social media, including Facebook Live, for SightSeer magazine, exclusive publication for DMO’s.

#LoveAmelia videos produced:

o Introducing Amelia Island Wellness Festival o Secrets of a Romantic Getaway o Amelia Island Trolleys o #GoodbyeIrma o Amelia Island Guides Association o Pétanque 101

Shot drone video of beach and harborfront before and after Irma, coordinated special permissions with Fernandina Beach Airport

Hurricane Irma Social Response:

o Starting with runup to the storm, delivered faster response time and more proactive response to comments and questions on social media

o #LOVEAMELIA videos are our top performers on Facebook with strong engagement from locals and travelers alike. Did first one immediately after reopening with B&Bs highlighting that Irma did not cause heavy damage and that specials were available.

o On Ameliaisiland.com, ’’open for business" and offers are front and center. o Deployment of "After Irma" page on website, Facebook, and Twitter. Initially started

immediately after the storm to show which properties and restaurants were open, it has evolved into a concise listing of special offers for fall travel and continues to be promoted. bit.ly.com/ameliaopen

o Instagram - pictures with more frequency emphasizing they were just taken.

Amelia Island Tourist Development Council

Tourism Activity Report

o Daylong photo tour in real time took Facebook audience from fort to beach to town including lodging and unique experiences perfect for fall.

o Facebook LIVE videos, one on the water, one downtown, one at tournament in park. Worked one on one with local stakeholders to show them how to do their own Facebook LIVE videos ASAP

o Re-released top performing fall #LOVEAMELIA this past weekend "Spirited Amelia" o Leveraged depot staff to answer phone calls and report on traveler concerns. o Remained positive- and focused on providing authentic, real-time information to help people

make travel decisions.

Website

Launched ‘‘Open for Business’’ campaign to encourage visitation and economic recovery after Hurricane Irma.

Published four blog posts.

International

Hosted tour operator and strategic partners at prestigious European Elvis Festival in Bad Nauheim, Germany. Followed up with deskside visits to travel agents at DerTours and CANUSA in Frankfurt. Presence was wide-ranging:

Promotional video played at start of Official Festival Opening on Friday night and on monitors throughout event.

Amelia Island logo in programs, on all festival posters. and on 15,000 promotional Elvis postcards

Amelia Island branding and beach backdrop on the sand area alongside the giant Elvis deckchair that is optimized for photo opportunities and social media sharing.

Pétanque demonstration Saturday on small sand area featuring tournament director as host and possibly including stars of the Festival.

1⁄2 page advertisement within the Festival guide. 6,000+ copies distributed at the festival.

4-6 VIP ‘meet the stars’ passes for the 3 days. Unlimited additional general festival passes for guests including tour operator partners and German media contacts.

Distributed marketing materials at the festival.

10 premium commemorative acrylic cover boxes (with Elvis cover) and personalized message from Amelia Island to give to VIPs

Amelia Island Tourist Development Council

Tourism Activity Report

Strategic Initiatives

In addition to assisting other areas on upcoming events Strategic Initiatives focused on:

As part of Partnership Development and Management, developed and began logistics for the Island Insider program. Using locals to share about local eateries and activities on the Island.

Additionally, worked to identify a meeting structure and software system to track development meetings.

An under layer develop new ways to market Amelia Island, began a partnership with PCMA Giving Good, a website dedicated to connected non-profit organizations with groups visiting Amelia Island.

As part of Stakeholder Support - Solicited and cultivated sponsors for upcoming Amelia Island events.

Public Relations

Writers

Vetted opportunity to host freelancer, Charlotte Savafi. Declined due to story angle being interior-design oriented, rather than travel

Communicated with blogger Happily Hughes to explore opportunities for partnership to promote Amelia Island Wellness Festival to Atlanta market

Coverage

Provided information about authentic experiences on Amelia Island and your regional neighbor with venues and attractions that give meeting attendees a genuine taste of something real and distinctly different for October issue of Smart Meetings

Submitted information about Amelia Island’s offerings to Small Market Meetings for meetings at the beach section

Provided information and images about Amelia Island Culinary Academy, Ritz-Carlton Cooking School, and Salt for a culinary-themed story in Meetings Today

Coordinated interview between Ritz chef and Smart Meetings writer for inclusion in culinary article’s sidebar

Submitted CVB updates to Association Convention & Facilities Magazine

Amelia Island Tourist Development Council

Tourism Activity Report

Provided meetings information to Meetings Today for NE Florida section

Proofed and approved Chicago Magazine advertorial content

Wrote 1100 words of advertorial copy for October 2017 Amelia Island Co-Op in Atlanta magazine. Submitted events calendar, copy, and images

Coordinated with Inman Promotional Team to explore options for ‘‘Rememberies’’ box press mailers

Provided information and images about Never Seen the Ocean campaign and Shackelford family to WJXT for inclusion on morning show

Pitched Amelia Island’s high-end stays and luxury/spa travel angle to Recommend magazine

Submitted CVB updates to C&I Travel

Coordinated with Action News Jax producer/film crew to capture reaction of the Never Seen the Ocean campaign’s Shackelford family seeing the beach for the first time

Created 200 words of content for inclusion in FADMO’s Best of Northeast Florida special section

Presented opportunity to Ritz and Omni to be included in Washingtonian deals section; declined

Secured and scheduled activities and meals, and finalized itineraries for Never Seen the Ocean winning families

Brainstormed opportunities to promote Amelia Island Wellness Festival in New York City; reached out to Soul Cycle; and Central Park, and Bryant Park to explore yoga in the park sponsorship opportunities

Brainstormed opportunities to promote Amelia Island Wellness Festival in Atlanta; reached out to Piedmont Park, Colony Square Midtown, to explore yoga in the park sponsorship opportunities

Participated in informational call with Texas Monthly to sponsor SXSW Music Fest Yeti event

Hosted call with Piedmont Park contact to explore partnership opportunities for Wellness Fest

Secured opportunity to sponsor Piedmont Park’s Free Yoga on the Promenade event on October 23rd to promote Amelia Island Wellness Festival

Provided information about kayaking outfitters and wildlife that may be spotted to lead for AAA Living Magazine

Provided additional Flagler Awards information and image to Fernandina Observer

Provided CVB with contact information for HGTV’s Island Life producer to provide information for filming permits

Submitted Amelia Island to Prevue lead for Florida meeting destinations

Submitted Amelia Island offerings to Corporate & Incentive Travel lead for ‘‘Adventures in Teambuilding’’

Pitched Amelia Island as a northern Florida meetings destination to Successful Meetings

Submitted Dickens on Centre information and images to Atlanta Magazine for inclusion in November issue’s Destinations section

Provided golf and spa information to Smart Meetings

Provided CVB updates to Meetings Today

Amelia Island Tourist Development Council

Tourism Activity Report

Press

Drafted press release announcing the inaugural Amelia Island Wellness Festival

Drafted and distributed press release announcing Seize the Summer offers and packages from partners

Drafted media alert announcing Never Seen the Ocean family’s arrival, and distributed to local media outlets

Drafted and distributed press release announcing record summer numbers

Drafted and distributed press release announcing Amelia Island’s wins at Visit Florida’s Flagler Awards

Finalized invitations for Man FAM and distributed to select male writers and freelancers with publications in target markets, as well as at male-interest publications in tiers

Secured activity and restaurant partners to host Man FAM media attendees

Scheduled all activity and dining reservations and finalized itinerary for Man FAM

Communicated with all Man FAM attendees, and coordinated to-island and on-island transportation

Provided information and images to Blair Staky, Chicago-based social media influencer and blogger behind The Fox & She (72.8k followers on Instagram and 35k UVM on her blog), following her babymoon visit

Offered Hobart Rowland a media rate at Seaside Amelia Inn for September dates. He’s interested in featuring Amelia Island in a Fall 2017 travel feature in Main Line Today (19,671 print circulation; 51,254 online UVM), a regional magazine focusing on Philadelphia's communities, traditions and lifestyles. He prefers to visit later in the year, and therefore declined

Secured opportunity to host Danielle Norcross and Beth Aschenbach, the Palm Beach-based sisters’ duo behind Palm Beach Lately, for coverage. In addition to promoting the destination on their own social media accounts (50k on Instagram) and providing a travel guide to Amelia Island on their blog (25k), their photos and content will also receive a multi-page travel feature in the winter issue of Flamingo Magazine

Secured accommodations at Elizabeth Pointe Lodge for Danielle Norcross and Beth Aschenbach, the Palm Beach-based sisters duo behind Palm Beach Lately travel guide to Amelia Island on their blog and travel feature in the winter issue of Flamingo Magazine

Coordinated with island partners to schedule Palm Beach Lately photo shoots in various locations with comped meals, borrowed props, etc

Monitored Hurricane Irma’s path and communicated with island partners to provide daily updates to Man FAM attendees regarding the status of the trip

Communicated Man FAM cancellation due to Hurricane Irma to all attendees and participating partners

Presented opportunity to host @BrightonKeller (IG following 260K) & Chicago-based @OliviaRink (IG following 140K) in partnership with Wala Swim

Rescheduled Man FAM for November 2-5. Confirmed new dates with Omni, and participating partners

Distributed invites for rescheduled Man FAM

Amelia Island Tourist Development Council

Tourism Activity Report

Requested rates and more information in response to inquiry from photographers Scott Wesson and Jason Frankle regarding a visit to Amelia Island

Drafted and distributed media alert announcing post-Irma ‘‘open for business’’ message

Updated press release announcing Amelia Island’s wins at Visit Florida’s Flagler Awards with more specifics for stakeholders; distributed to local media

Promotions

Coordinated with Spartina 449 contact post-promotion to finalize prize redemption

Communicated with Spartina 449 winner to provide prize redemption instructions and details; booked winner’s stay at Elizabeth Pointe Lodge

Communicated with Harris Teeter promotion winner and shipped prize package along with instructions for redeeming the stay at Summer Beach Resort

Secured SE Toyota social media promotion and weekend giveaway for the Florida-Georgia game partnership for Seaside Amelia Inn

Coordinated with Summer Beach Resort to book stay for Harris Teeter promotion winner

Reached out to Equinox Gyms, JetBlue, SoulCycle, FlyWheel, The Skimm, Goop, Mind Body Green, Well + Good, and Core Power Yoga, to potentially partner to promote Wellness Fest

Shipped Amelia Island’s portion of prize package to the Spartina449 promotion winner

Presented opportunity to Omni to partner with Wala Swim for social media trip giveaway

Contacted potential vendor to produce rememberies mailers

Old Business

New Business

Appendix

10/23/2017 12:31 |BOARD OF COMMISSIONERS |P 16235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2018 99

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

-5,617,500.00 -5,617,500.00 0.00 0.00 0.00 -5,617,500.00 .0% 137 .000.399951. CASH FWD-RESEARCH/ADMIN

-49,729.00 -49,729.00 0.00 0.00 0.00 -49,729.00 .0% 137 .000.399952. CASH FWD-MARKETING

-1,134,999.00 -1,134,999.00 0.00 0.00 0.00 -1,134,999.00 .0% 137 .000.399953. CASH FWD-TRADE

-450,558.00 -450,558.00 0.00 0.00 0.00 -450,558.00 .0% 137 .000.399954. CASH FWD-BEACH IMPROVEMENTS

-1,505,588.00 -1,505,588.00 0.00 0.00 0.00 -1,505,588.00 .0%

TOTAL AI TOURIST DEVELOP FUND -8,758,374.00 -8,758,374.00 0.00 0.00 0.00 -8,758,374.00 .0%

37521582 TDC ADMIN FEES-TRANS OUT _________________________________________

137 .521.582.58.591910.CLERK ADMINISTRATIVE FEE-CLERK

84,263.00 84,263.00 0.00 0.00 0.00 84,263.00 .0% 137 .521.582.58.591910.TAXCO ADMIN FEE-TAX COLLECTOR

84,263.00 84,263.00 0.00 0.00 0.00 84,263.00 .0%

TOTAL TDC ADMIN FEES-TRANS OUT 168,526.00 168,526.00 0.00 0.00 0.00 168,526.00 .0%

37522552 TDC RESEARCH/ADMIN _________________________________________

137 .522.552.55.531041. MANAGEMENT FEE-CVB

817,346.00 817,346.00 0.00 0.00 0.00 817,346.00 .0%

TOTAL TDC RESEARCH/ADMIN 817,346.00 817,346.00 0.00 0.00 0.00 817,346.00 .0%

37523552 TDC MARKETING _________________________________________

137 .523.552.55.548110. ADV CONT-AD PRODUCTIONS

250,000.00 250,000.00 0.00 0.00 0.00 250,000.00 .0%

10/23/2017 12:31 |BOARD OF COMMISSIONERS |P 26235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2018 99

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

____________________________________________________________________________________________________________________________________

137 .523.552.55.548120. ADV CONT-MAG PLACEMENT 2,817,659.00 2,817,659.00 0.00 0.00 0.00 2,817,659.00 .0%

137 .523.552.55.548240. ADV CONT-WEBSITE 316,000.00 316,000.00 0.00 0.00 0.00 316,000.00 .0%

137 .523.552.55.548250. ADV CONT-FOCUS GROUP RESERVE 92,000.00 92,000.00 0.00 0.00 0.00 92,000.00 .0%

137 .523.552.55.548330. ADV IN HOUSE-MISC 42,175.00 42,175.00 0.00 0.00 0.00 42,175.00 .0%

137 .523.552.55.548350. ADV IN HOUSE-GOLF GETAWAY 60,000.00 60,000.00 0.00 0.00 0.00 60,000.00 .0%

137 .523.552.55.548520. SPECIAL EVENTS 450,000.00 450,000.00 0.00 0.00 0.00 450,000.00 .0%

137 .523.552.55.548530. GRANT - MUSEUM STIPEND 17,500.00 17,500.00 0.00 0.00 0.00 17,500.00 .0%

137 .523.552.55.548640. EQUIPMENT 3,500.00 3,500.00 0.00 0.00 0.00 3,500.00 .0%

137 .523.552.55.548710. P R - AGENCY FEES 82,000.00 82,000.00 0.00 0.00 0.00 82,000.00 .0%

137 .523.552.55.548720. P R - AGENCY EXPENSES 25,000.00 25,000.00 0.00 0.00 0.00 25,000.00 .0%

137 .523.552.55.548740. P R FUNCTIONS-ON ISLAND 15,000.00 15,000.00 0.00 0.00 0.00 15,000.00 .0%

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 4,175,834.00 4,175,834.00 0.00 0.00 0.00 4,175,834.00 .0%

37523581 TRANS OUT-GENERAL-EQUIPMENT _________________________________________

137 .523.581.58.591016. TRANS OUT-GENERAL-EQUIPMENT

1,000.00 1,000.00 0.00 0.00 0.00 1,000.00 .0%

TOTAL TRANS OUT-GENERAL-EQUIPMENT 1,000.00 1,000.00 0.00 0.00 0.00 1,000.00 .0%

37524552 TDC TRADE SHOWS/TRAVEL TR _________________________________________

137 .524.552.55.548018. TRAVEL TRADE PUBLICATIONS

164,500.00 164,500.00 0.00 0.00 0.00 164,500.00 .0%

10/23/2017 12:31 |BOARD OF COMMISSIONERS |P 36235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2018 99

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

____________________________________________________________________________________________________________________________________

137 .524.552.55.548019. HOSPITALITY SERVICES 165,947.00 165,947.00 0.00 0.00 0.00 165,947.00 .0%

137 .524.552.55.548111. DUES/SUBSCRIPT/TRAINING 35,000.00 35,000.00 0.00 0.00 0.00 35,000.00 .0%

137 .524.552.55.548121. PRINTING-BROCHURES 175,000.00 175,000.00 0.00 0.00 0.00 175,000.00 .0%

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 75,000.00 75,000.00 0.00 0.00 0.00 75,000.00 .0%

137 .524.552.55.548151. OTHER TRAVEL EXPENSE 60,000.00 60,000.00 0.00 0.00 0.00 60,000.00 .0%

137 .524.552.55.548161. ON ISLAND - FAMS 30,000.00 30,000.00 0.00 0.00 0.00 30,000.00 .0%

137 .524.552.55.548180. PROMOTIONAL SUPPLIES 49,450.00 49,450.00 0.00 0.00 0.00 49,450.00 .0%

TOTAL TDC TRADE SHOWS/TRAVEL TR 759,897.00 759,897.00 0.00 0.00 0.00 759,897.00 .0%

37525539 TDC BEACH IMPROVMENTS _________________________________________

137 .525.539.53.534102. CONTRACT SERVICE-BEACH CLEAN

534,897.00 534,897.00 0.00 0.00 0.00 534,897.00 .0% 137 .525.539.53.554000. DUES & SUBSCRIPTIONS

10,000.00 10,000.00 0.00 0.00 0.00 10,000.00 .0%

TOTAL TDC BEACH IMPROVMENTS 544,897.00 544,897.00 0.00 0.00 0.00 544,897.00 .0%

37999599 RESERVES _________________________________________

137 .999.599.59.599052. RESERVES RESEARCH/ADMINISTRATI

49,729.00 49,729.00 0.00 0.00 0.00 49,729.00 .0% 137 .999.599.59.599053. RESERVES MARKETING

499,999.00 499,999.00 0.00 0.00 0.00 499,999.00 .0% 137 .999.599.59.599054. RESERVES TRADE

235,558.00 235,558.00 0.00 0.00 0.00 235,558.00 .0% 137 .999.599.59.599055. RESERVES BEACH

1,505,588.00 1,505,588.00 0.00 0.00 0.00 1,505,588.00 .0%

TOTAL RESERVES 2,290,874.00 2,290,874.00 0.00 0.00 0.00 2,290,874.00 .0%

10/23/2017 12:31 |BOARD OF COMMISSIONERS |P 46235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2018 99

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

____________________________________________________________________________________________________________________________________

TOTAL AI TOURIST DEVELOP FUND 0.00 0.00 0.00 0.00 0.00 0.00 .0%

TOTAL REVENUES

-8,758,374.00 -8,758,374.00 0.00 0.00 0.00 -8,758,374.00TOTAL EXPENSES

8,758,374.00 8,758,374.00 0.00 0.00 0.00 8,758,374.00

10/23/2017 12:31 |BOARD OF COMMISSIONERS |P 56235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2018 99

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

____________________________________________________________________________________________________________________________________

GRAND TOTAL 0.00 0.00 0.00 0.00 0.00 0.00 .0%

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