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 Countyand with the high degree of diligence, care and skill which reasonably prudent persons would exercise in the conduct of their own affairs. This relationship 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 or indirect 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.

2015 APA Florida Great Places in Florida Award

• Over $560 Million in Economic Impact• Jobs for 25% of the Nassau Workforce• $125 Million Taxable Lodging Sales• 600,000 New Customers for Local Business

A Year in Brief

Total FY2014 Total FY2015 Change

Visitation 566,600 608,700 7.43%

Spending $383,577,600 $425,786,400 11.00%

Impact $504,403,000 $560,207,300 11.06%

Conde Nast TravelerReaders’ Choice Awards

FINANCIALS

FY2015 YTD Taxable Revenue

$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

$100,000,000

$120,000,000

$140,000,000

FY 2010 FY 2011 FY 2012 FY2013 FY2014 FY2015

$69,661,357 $72,970,966$78,088,012

$93,523,687

$112,108,878

$125,789,657

FY2015 YTD Taxable Revenue

$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

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

Monthly Trend

FY 2010 FY 2011 FY 2012 FY 2013 FY2014 FY2015

FY2015 YTD BudgetDescription FY 2015 Budget FY Actual Variance

INCOME $5,712,500 $6,316,464 $603,964

EXPENSES

Cost of Collections $130,500 $148,619 $18,119

TDC Admin. 15% $632,925 $720,802 $87,877

Marketing - 65% $3,829,346 $2,985,497 ($843,849)

Travel Trade - 10% $621,950 $441,894 ($180,056)

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

EXP. TOTAL $5,581,171 $4,243,674 ($1,337,497)

NET $829 $1,924,171 $1,923,342

Final FY2016 Budget

Description FY 2016

Budget

Tourist Dev. Funds $4,567,500

Reserve/Carry Forward $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 Improvements $443,048

METRICS

August 2015 STR

• Figures represent Amelia Island, not Nassau County

Change

Occupancy 72.3% 3.4%

ADR $203.56 2.8%

RevPar $147.26 6.3%

Demand 41,599 4.0%

Revenue $8,467,919 6.3%

September 2015 STR

• Figures represent Amelia Island, not Nassau County

Change

Occupancy 67.2% 3.0%

ADR $197.86 11.9%

RevPar $132.99 15.2%

Demand 37,405 3.0%

Revenue $7,400,955 15.2%

Occupancy YTD

ADR YTD

RevPar YTD

Comp Set YTD*

*Smith Travel Research, through September 2015

0.0

50.0

100.0

150.0

200.0

250.0

Occupancy ADR RevPar

73.3

$132.91

$97.46

68.3

$128.54

$87.7574.8

$221.78

$165.92

Florida Comp Set Amelia Island

Occupancy 70.7% up 5.1%

ADR $213.41 up 5.6%

RevPar $150.80 up 11%

Demand 478,424 up 5.0%

Revenue Over $102 million up 10.9%

Performance FY2015

Key Performance Indicators

FY 2015 Growth FY 2016Occupancy 70.7% 2.8% 72.0%ADR $213.41 4.0% $222.44RevPAR $150.80 6.0% $160.15Demand 478,424 1.0% 487,494Revenue $102,102,152 6.0% $108,438,165

AITDC Values

• Nourish & Protect Our Natural Assets

• High Quality Experiences

• Generate Economic Opportunity

• Sustainable Growth

• Build Respect & Trust

MARKETING

• Beach users were:• 42% Amelia Island residents• 32% day trippers• 28% overnight visitors

• Day trippers:• 54% Florida residents• 38% Southeast visitors• 25% Nassau County (non-AI)• 17% Duval

• Overnight visitors:• 55% Southeast visitors

Summer Research

Print Advertising

Cooperative Advertising

Partner co-op fair

November

• Holiday lighting

•50%+ returned

• Online holiday event submissions

• Promotions underway

• DOC event permit

• Partner Meeting 11/3 10am

• Site plan

• Vendor applications

Planning:

• Event schedule

• Window decorating

• Volunteer program

Upcoming Events

Dec 4-13

Jan 2

Jan 14

Jan 22-31

Mar 10-20

DIGITAL

“Always in motion is our

website”

W3 Awardameliaisland.com

Honors creative excellence on the web

Sanctioned and judged by the Academy of Interactive and Visual Arts, an invitation-only body consisting of top professionals including executives from Conde Nast, Disney, The Ellen Degeneres Show, Microsoft, MTV Networks, Polo Ralph Lauren, Sotheby's Institute of Art, Wired, Yahoo! and many others.

Silver in Website - Tourism

The Force of Content

vs.

Content Studio -Excavation

Content Studio – Amelia Island in 60 seconds

Content Studio – Family Travel with Colleen Kelly

t

INTERNATIONAL

Convergence:Visit FL London Takeover

Paid:

• Sponsorship

• TripAdvisor media support

• Bus shelter

Owned:

• Branded lounge

• Custom color

Earned:

• Social shares

• Positive buzz

TripAdvisor Update

DMO Hub redesign:

• Greater CVB voice

• More engaging content

Content:

• 10 articles

• 8 collections

• 11 events

Value-added Programs:JackRabbit MetaDirect

Investment:

• $30,000 total,

• $12,000 to-date

Results:

• 4,178 website referrals

• est. 460 room-nights

• est. $103,000 in bookings

Digital Advertising Performance: Adara

Investment:

• $30,000 planned,

• $7,000 to-date

Results:

• 2:1 ROI

• Impressive site engagement and conversions

Vertical Destination Bookings Length/Stay

Advanced Purchase

ADR Nights Revenue (USD)

Flight JAX 32 2.6 32.8 82

Hotel Amelia Island

17 2.7 37.3 $317.38 45 $14,282.10

Content Roadmap

Website Development

Recently launched In development

Arts & Culture Travel Guide

• Harris Teeter Promotion- Secured for 2016 in 220+ stores

• SE Toyota Florida v Georgia Promotion- Social media promotion

• Jacksonville Magazine- Giveaway in conjunction with Amelia

Island and St. Augustine "Best" feature

• Edible Orlando- Restaurant Week promotion

Promotions

Toronto Media Mission

• Toronto Media Luncheon and Dinner- September 29-30- Toca at The Ritz-Carlton, Toronto- Private lunch and dinner event for 16

media guests

• Generated opportunities including:- Meeting trade attendees for Florida

Encounter on Amelia Island- Photo shoot opportunity with luxury

lifestyle Canadian magazine- Destination feature stories- Digital influencer and social media- Immediate media coverage

Toronto Media Mission

• National Post (September 3)- Piece ran in 100+ Canadian

newspapers including national, regional and community

Highlighted Media Coverage

• National Post (September 3)- Piece ran in 100+ Canadian

newspapers including national, regional and community

• Om Magazine (October)- UK yoga/fitness magazine

Highlighted Media Coverage

• National Post (September 3)- Piece ran in 100+ Canadian

newspapers including national, regional and community

• Om Magazine (October)- UK yoga/fitness magazine

• WestJet Magazine (October)- Inflight magazine reaching all

WestJet passengers

Highlighted Media Coverage

2015-16 PR Plan

• Proactively pitch national, regional and local media to generate

coverage of Amelia Island

• Increase digital presence via relationships with digital influencers

• Invite writers and visitors to discover and rediscover the destination and

experience accommodations, attractions, nature and more

• Connect promotional partners with the destination for national and

regional exposure through contests, sweepstakes, special events and

similar programs

• Expand participation in on-island events through increased media

coverage with additional support for CVB-led events

2015-16 PR Plan

Target MarketsAtlantaNew York metroBostonWashington D.C. metroChicagoCharlotteNashvilleGeorgia – Savannah, Valdosta

Additional and EmergingTexas, Ohio, Pennsylvania, The CarolinasAny new or additional direct flight markets

International MarketsCanadaUKGermany

FloridaOrlandoGainesville/OcalaTampaJacksonville

2015-16 PR Plan

2015-16 PR Initiatives• Host 24 travel writers, editors, bloggers and digital influencers

on Amelia Island

• Coordinate a minimum of 13 local, regional and national

promotions including a lifestyle or brand partnership

• Coordinate an Amelia Island media event, reception or

consumer activation in New York

• Coordinate a media lunch and media mailer in Atlanta

• Provide media support and assets during VISIT FLORIDA’s

Florida Encounter on Amelia Island

• Expand Amelia Island Press Kit for 2016

OLD BUSINESS

Beach Renourishment

Leave No Trace

NEW BUSINESS

NEW BUSINESS

Marketing Plan

16 Ways to Use the Force

1. Listing on ameliaisland.com, site reaches over 1M people/year and has won multiple awards. 2. Submit events to the Amelia Island Calendar on ameliaisland.com3. Share your stories, photos, news to be featured on social media channels and on Amelia Island Blog4. Use Amelia Island hashtags to reach travelers and influencers around the globe #ameliaisland #loveamelia5. Cutting-edge market research on visitors, who they are, what brings them here6. Get listed in Visitors Guide, sent to 15,000 people in 2015 and distributed at Welcome Center7. Get Visitors Guides to display and give away at your business (we deliver)8. Stay ahead of the competition by developing capabilities and sharing best practices with the Social Media

Blueprint, workshop, and resources on ameliaislandtdc.com9. Display collateral materials and promote events at the spectacular Amelia Island Welcome Center (open seven

days a week, 364 days a year.)10. Pick up copies of Historic District Walking Tour, Artrageous Artwalk, and Bike Maps. Meetings brochure, Clean

Beaches Door Hanger11. Opportunity to host travel writers and be a part of press releases12. Take part in promotional programs: Value Card Free Night, Any Night, Seaside Salute 13. Use Amelia Island photos from our press room and in TDC site photo gallery14. Join VISIT FLORIDA’s popular Twitter Chats 15. Get a weekly list of brides and grooms to be interested in getting married on Amelia Island16. Train with the VISIT FLORIDA hospitality training module

See ameliaislandtdc.com