GOVERNMENT IN THE SUNSHINEMembers of the Amelia Island Tourist Development Council are subject to “Government in the Sunshine.” Open government is a cherished principle guaranteed under Florida Law. The right of public access gained constitutional status when the Public Records and Meetings Constitutional Amendment took effect on July 1, 1993. A copy of the “Government in the Sunshine” manual is available for review. If you have any questions regarding “Government in the Sunshine,” please contact the Administrative Office.

CONFLICT OF INTEREST/CODE OF CONDUCT The members of the Tourist Development Council have a fiduciary relationship to the Nassau County BOCC. This relationship requires that in the performance of their duties they shall act in good faith, with undivided loyalty to the County and with the high degree of diligence, care and skill which reasonably prudent persons would exercise in the conduct of their own affairs. Thisrelationship further requires that the AITDC members not take advantage of their positions, or the knowledge gained there from for private gain or other personal advantage, either for themselves, their families, or anyone else in whom they have a direct orindirect personal or financial interest, to the detriment of Nassau County.

ANTITRUST STATEMENTThe purpose of this meeting today is to act upon matters relating to the business of the tourism industry on Amelia Island and not to discuss or pursue the business interests of individual companies. Members of the AITDC should proceed with due diligence, keeping in mind the requirements and prohibitions of Federal and State Antitrust laws. Specifically, but without limitation, there should be no discussions or deliberations relating to pricing methods, allocation of territories or customers, or restraints of trade as to property owners, suppliers, or others.

Thank You

FINANCIALS

FY2015 YTD Taxable

Revenue

FY2015 YTD Taxable

Revenue

FY2015 YTD Budget

Description FY 2015 Budget FY Actual Variance

INCOME $5,712,500 $5,223,190 $489,310

EXPENSES

Cost of Collections $130,500 $115,821 $14,679

TDC Admin. 15% $632,925 $561,730 $71,195

Marketing - 65% $3,829,346 $2,569,658 $1,259,688

Travel Trade - 10% $621,950 $303,957 $317,993

Beach Improv. 10%** $496,950 $95,482 $401,469

EXP. TOTAL $5,581,171 $3,530,827 $2,050,344

NET $829 $1,576,543 $1,576,543

EVENTS

Our Mission

• Bring world-class chamber music to diverse audiences in Nassau County

• Educate audiences about works performed and mentor aspiring young musicians by distinguished visiting artists

• Strengthen local economy by attracting Festival patrons from nearby Florida counties, southeast Georgia and beyond

Our History

• Founded by Christopher Rex in 2001, making 2016 our 15th Anniversary Season

• Initial sponsorship by First National Bank (now CBC National Bank)

• Strong volunteer/donor support from outset

• Small professional staff added as Festival expanded

• Intimate venues including churches and historic Nassau County Courthouse

• Festival always been a true community effort

Strong Base of Sponsorships• CBC National Bank• Rayonier Advanced Materials Foundation (supports 3

free concerts)• Florida Public Utilities• RockTenn• Ritz-Carlton Amelia Island• Omni Hotels & Resorts• Florida Division of Cultural Affairs• WJCT• Keyboard Connection (provides Yamaha grand piano)• Amelia Island Tourist Development Council

Economic Impact

• 56% of attendees at last year’s Joshua Bell concert from outside Amelia Island

• Festival publicity encompasses major northern and central Florida cities and selected markets in Georgia and South Carolina

• Estimated 30-35,000 attendees since 2001

• Selected as one of Southeast Tourism Society’s Top 20 Events for May

• 50% ticket price discount for visitors staying at Amelia Island accommodation

Superstar Concert

• The AICMF will present an international superstar with the celebrity and appeal of Joshua Bell at the opening concert on January 14, 2016.

• The artist’s first-ever appearance in northeastern Florida

• Scheduled for First Baptist Church with seating capacity of approx. 1,000

• Regional marketing and publicity effort starts Sept. 8

• Sell-out audience expected with many attendees from outside Amelia Island

• Sponsored in part by CBC National Bank

• Solidifies our position as one of the nation’s preeminent classical music festivals

• The AITDC’s support will ensure our ability to present an internationally renowned superstar each year

• This will establish a new paradigm that will raise our already high artistic level to even greater heights

Dover Quartet

• Internationally acclaimed ensemble appointed Quartet-in-Residence

• Other residencies include Curtis Institute of Music and Northwestern University

• One of last season’s most well-received concerts

• Scheduled for two performances during 2016 season

• Master classes for promising music students

Preliminary 2016 Schedule

13-15 Winter/Spring Concerts• International Superstar - January 14• Anne Akiko Meyers - January 31• American String Quartet - February 14 • Dover String Quartet - February 19• Dover String Quartet Master Class - February 20• Christiania Trio - April 10• Chee-Yun, Andres Diaz and Wendy Chen - April 15• Zuill Bailey - May 2• Dover Quartet - May 8• Still rounding out remaining schedule

Sponsorship

• AITDC will enter into a three year, $52,500 sponsorshipinvestment to be used for the enhancement of the “Superstar Series” event; said enhancement shall include procuring top name entertainment and/or assistance with additional activities and events, as may be deemed appropriate by AITDC. The sponsorship will be paid as follows. 2016 -$25,000; 2017 - $17,500; 2018 - $10,000. After 2018, the event is to be self-sustaining using revenues generated from previous years.

AITDC PROPOSAL• 1(c) - These tickets will be available

until 10 days prior to the concert date. (Student/Teacher/Parent Complimentary Ticket Program)

• 1(d) - This is based upon seating capacity of 1000 seats or more; available tickets will be 20% of the seating capacity in venues having less than 1000 seats.

• 2(c) - AITDC will assist AICMF with additional support for marketing promotions and public relations up to a value of $5,000 in year one, $3,500 in year two, and $2,000 in year three.

• 1(c) - Upon request by the AITDC, AICMF will provide ten (10) complimentary tickets throughout the year to any other performances to which admission is charged.

• 1(d) - The AICMF will provide 200 half price tickets for use by lodging establishments offering AICMF package deals.

• 2(c) - Through its normal marketing operations, AITDC will assist with additional support for marketing promotions and public relations for the AICMF.

AICMF MODIFICATION

• Umbrella promotion

• Holiday Lighting

• Home Tour

• Cookie Tour

• Dickens on Centre

• Event coordination

• Advertising plan

We Decorate

Holiday Lighting

We Decorate

We Decorate

We Decorate

• Proposal includes Front - 8th Streets

• Includes:

• Trees, building, electric, installation, takedown, & storage

• Electrical cost

• Existing city lights

• Discounted pricing for future years

We Decorate

Preview

8:00 pm

Welcome Center

• Transform into 19th century Victorian Christmas, with

historic decor, characters, entertainment & vendors

• Event production:

o Master plan, schedule, site layout

o Period decor

o Vendor program

o Event setup, production, equipment

o Entertainment & activities

December 4-13

Vendors

Dickens Characters

Entertainers

Photo Ops

• Budget estimate, $200,000

MARKETING

METRICS

June 2015 STR

• Figures represent Amelia Island, not Nassau County

Change

Occupancy 82.9% 5.5%

ADR $239.50 5.8%

RevPar $198.60 11.6%

Demand 46,148 5.5%

Revenue $11,052,256 11.6%

July 2015 STR

• Figures represent Amelia Island, not Nassau County

Change

Occupancy 86.3% 3.6%

ADR $242.13 6.9%

RevPar $208.92 10.8%

Demand 49,618 3.6%

Revenue $12,013,804 10.8%

Occupancy YTD

ADR YTD

RevPar YTD

Comp Set YTD

Visitor Profile, Q2 2015

• First visit visitors - 54.9%

• Internet most helpful channel - 86%

• Satisfaction rate - 97.1%

H/M/C/C Visitor

Statistics * CY Annual 2013 CY Annual 2014

% D

‘13/‘14 Q2 2014 Q2 2015

% D

‘14/‘15

Visitors (#) 519,400 574,400 +10.6 153,400 162,500 +5.9

Direct Expenditures

($)

$334,634,900 $391,386,800 +17.0 $111,675,200 $119,925,000 +7.4

Total Economic

Impact ($)

$440,279,200 $514,947,500 +17.0 $146,931,000 $157,785,300 +7.4

5 Year Q2 Visitor

Expenditures

• FFCG co-op

• Morning Drive w/ Matt Ginnella – 6-

min segment

• :60 w/ 50% SOV

• Geo-targeted digital program

Advertising

• Co-ops in regional lifestyles

• FL/GA

• Holiday

• 2016 FY planning

• 75+ proposals from RFP

Objectives of Campaign:

• Brand awareness

• Engagement

• Conversions

quality of audience > quantity of viewers

Timing/Seasonality:

• Weighted in Q1 & Q2 to prepare for spring/summer

• Targeted for shoulder and off-peak

FY2016 Advertising

FY2016 Placement Budget

Creative Agency Review

• Current campaign

• Sneak peek at

VFGC, Monday

3pm

• Future direction

decisions

Looking Forward

• Finalize advertising plans and partner co-op program

• Draft marketing plan

• Update annual collateral materials

• Visitor Guide

• Map - NEW!

• Value Card

• Restaurant Week 2016

DIGITAL

Approach

Our travelers are online. We reach

them through the funnel. We listen.

We measure what’s working, adapt,

and share what we learn.

Ameliaisland.com

Q1 and Q2

• 68% increase in visitors

• 267% increase in requests

for information (12,804 vs

3,485)

• 2,000+ phone calls to

accommodations between

May and July.

• Mobile use up by 1,812%.

Mobile represented 49% of

all site traffic year to date

Ameliaisland.com

Q1 and Q2

Ameliaisland.com

Q1 and Q2

Huge growth in

opportunity

markets such as

New York (184%

increase), Illinois

(239%) and

Massachusetts

(162%)

Feedback Loop

Research

Social Media

TripAdvisor

Website

Welcome

Center Community

Stakeholders

Welcome Center → Blog &

Social

Email → Island-Wide

Promotion

Community ↔Cross-Platform

Community ↔ Cross-Platform

Community ↔ Cross-Platform

Facebook + Twitter + Periscope +

Instagram + YouTube

= reach over 65,000 people

globally

So Far...

• Growing & optimizing web and social

platforms

• Developing feedback loop

• Integrating of TripAdvisor

• Streamlining media planning

What’s Next?

• Blog and calendar integration

• Travel guides and itineraries

• Automated campaigns to re-engage

site visitors and stay top-of-mind

• Continously test, measure and

optimize

Media plan funnel

Extend reach, grow awareness in fly markets

Enhance consideration; intercept competition

Visitor Guide

Survey

• Email sent 7/20/2015

• 10,000 subscribers

• > 22% response rate

Visitation

Guide usage in destination

Takeaways

• Big 3 needs

• Itineraries & things to do

• More “real” photos

• Improved map

• Local spotlights

• Implications

• Content strategy

TripAdvisor

review integration

TripAdvisor

content update

• DMO hub to feature

travel guides

• Fully programmable

• International Phase 2

JackRabbit search pilot

• MetaSearch test

campaign

• Precursor to co-op

• Proven ROI

• Complementary to

existing programs

Island Press Visits

• Southbound Magazine- Family-Friendly Amelia Island- 68,280 circulation- August 13-16

• Atlanta Magazine-Islands issue-70,133 circulation- August 21-23

• Nashville Parent- 37,604 circulation- September

Promotions

• WJMK Radio-Chicago market-Omni Amelia Island Plantation Resort-August 29 – September 4

• Ready2Fish-National audience-Fall 2016-Partnership with South Bend, Maurice Sporting Goods and Ready2Fish

-Includes print media, online, social media, retail displays in select Walmart stores and broadcast

Toronto Media Mission

• Toronto Media Luncheon and Dinner-September 29-30-Toca at The Ritz-Carlton, Toronto-Private lunch and dinner event for Toronto-area media

-Top media include:Toronto Sun Toronto Star

Globe & Mail Canada.com

Canadian Living Travelife

Travelweek Today’s Parent

Today’s Bride Dreamscapes

DINE Magazine National Post

Style at Home Canadian World Traveler

Xtra Canadian Gardening

Highlighted Media Coverage

• News4Jax (June & July)- TV Coverage included best spas, Independence Day Weekend and Weekend Getaways

Highlighted Media Coverage

• News4Jax (June & July)- TV Coverage included best spas, Independence Day Weekend and Weekend Getaways

• Florida Sun (July/August)- Amelia Island

Highlighted Media Coverage

• News4Jax (June & July)- TV Coverage included best spas, Independence Day Weekend and Weekend Getaways

• Florida Sun (July/August)- Amelia Island

• Orange Appeal (July/August)- Florida’s First Coast at its Finest

Highlighted Media Coverage

• News4Jax (June & July)- TV Coverage included best spas, Independence Day Weekend and Weekend Getaways

• Florida Sun (July/August)- Amelia Island

• Orange Appeal (July/August)- Florida’s First Coast at its Finest

• Nightwire Magazine (August)- Amelia Island, Florida

Highlighted Media Coverage

• News4Jax (June & July)- TV Coverage included best spas, Independence Day Weekend and Weekend Getaways

• Florida Sun (July/August)- Amelia Island

• Orange Appeal (July/August)- Florida’s First Coast at its Finest

• Nightwire Magazine (August)- Amelia Island, Florida

• Southern Boating (August)- Charming Amelia Island

OLD BUSINESS

Final FY2016 Budget

Description FY 2016

Budget

Tourist Dev. Funds $4,567,500

Reserve/Carryforward $750,000

Cost of Collection $137,025

Net Tourist Dev. Funds $5,180,475

TDC Admin $664,571

Marketing $3,379,809

Travel Trade $693,000

Beach Improv $433,095

Overall Goals: Increase overnight visitation to Amelia Island

• Build awareness in emerging markets

• Shift paid media investments into higher risk, higher

growth markets

• Drive conversions for overnight visitation

• expanded LOS /spend, increase economic impact

• Expand repeat visitation

• Build content, boost earned media

Marketing Plan

Established market:

• Atlanta, GA

Emerging markets:

• New York metro

• Boston

• Washington D.C. metro

• Chicago

• Charlotte

• Nashville

Target Geo Markets

International markets:

• Canada

• UK

• Germany

Final FY2016 Budget

Description FY 2016

Budget

Tourist Dev. Funds $4,567,500

Reserve/Carryforward $750,000

Cost of Collection $137,025

Net Tourist Dev. Funds $5,180,475

TDC Admin $664,571

Marketing $3,379,809

Travel Trade $693,000

Beach Improv $433,095

Beach Renourishment

Leave No Trace

NEW BUSINESS

• Adults, ages 35-64

• Generally female decision maker

• $125,000+ household income

• Couples, Empty-Nesters, Families

• Travel enthusiasts

• Experiential traveler

Target Audience

DemographicsEstablished Markets:

Mature

Couples

Growth Markets:

Affluent families

Young professionals

(Gen X & Y)

• Nature-based/Eco tourism

• Golf

• Weddings

• Experiential Travelers

• Light adventure board

• Health and wellness

• Gender based

• Leisure groups

• Meetings/Groups

Niche Markets

FY 2016 Advertising

Placement BudgetMedium % of Budget Budget Allocation

Print 26% $582,961.34

Digital 35% $784,755.65

Radio 3% $67,264.77

Television 23% $515,696.57

International 6% $134,529.54

Outside 5% $112,107.95

Other 2% $44,843.18

TOTAL 100% $2,242,159