GOVERNMENT IN THE SUNSHINE - Clover Sites
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Transcript of GOVERNMENT IN THE SUNSHINE - Clover Sites
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. 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.
April - 2015
Tony ParellaPresident, SVRAwww.svra.com
Some people collect art… we race it.
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Amelia IslandVintage Grand Prix
Table of Contents6
• SVRA Overview
• SVRA Race Groups
• SVRA Demographics
• SVRA 2015 Schedule
• Amelia Island Vintage Grand Prix
• Financial Proposal
• Benefits the City of Fernandina Beach
• Why SVRA?
SVRA Overview7
• Founded in 1976• Purchased by Parella Racing, LLC in September
2012• Purchased HSR West in September 2012• Formed the first and only National Vintage Racing
sanctioning body in the United States• Largest Vintage Racing Organization in the United
States• Over 2,000 licensed members
SVRA Overview Continued8
• Created the U.S. Vintage National Championship
• Traditionally have 12 different race groups at our events
• Standardized set of safety and car preparation rules across the United States
• Purchased General Racing, LLC in July 2014
• Launched Vintage Racing
Quarterly in October 2014
• TV Pilot in May 2015
Race Group Classifications9
PRE-WAR Open and closed wheel racing cars produced prior to World War II. Typical entries include rare Formula One cars of that era, early MG’s, American oval track and some home built “Specials.” Sometimes includes cars from the early postwar period in America, 1946-1953.
GROUP 1 “Small bore,” mass-produced, sports cars and sedans built prior to 1973. Cars competing include: Mini Cooper, Austin Healy Sprite, Spitfire and Lotus Super 7.
GROUP 2 Open-wheel race cars built prior to 1973. Cars competing include: Chevron, Brabham, Crossle, Titan, and Hawke.
GROUP 3 Medium displacement, mass-produced sports cars and sedans built prior to 1973. Cars competing include: Porsche 356, Triumph TR-6 & TR-3, Alfa Romeo, Elva Courier, and Sunbeam Tiger.
GROUP 4A Limited production sports racing cars built prior to 1960. Cars Competing include: Scarab, Maserati, Lotus 11, Porsche Spyder, and Lister.
GROUP 4B Larger displacement, production sports cars built prior to 1969. Cars competing include: 1956-61 Corvettes, Jaguar XK-140,150, E-type.
GROUP 5 World Sports Championship (WSC) and World Manufacturer’s Championship cars raced between 1960 and 1972. Also includes Can-Am cars raced prior to 1969 and front engine “specials” as raced after 1959. Cars competing include: Lotus 23, Porsche 904,906,908, Ford GT, and Lola T70.
GROUP 6 “Big bore,” mass-produced, sports cars and sedans built prior to 1973. Corvette 427 & 454, Shelby GT 350, Shelby Cobra, Camaro Z28, Porsche 911 and Griffith.
Race Group Classifications10
GROUP 7A Sports 2000 race cars built from 1984-2008. Cars competing include: Tiga, Swift, March, and Carbir.
GROUP 7B Can-Am cars as raced after 1967. World Championship sports cars raced after 1970 and under 2.0 liter sports cars raced after 1972. All cars may race on “slick” tires. Cars competing include: Lola T298, Chevron B36, Osella, and March.
GROUP 8 Mass-produced sports cars and sedans produced from 1973-1985. Cars must race on treaded racing or street radial tires. Cars competing: Datsun 240Z, Porsche 911RS, Alfa Romeo GTV, Porsche 914-6, Mustang Cobra and Datsun 510.
Race Group Classifications11
GROUP 9 “Wings & Slicks,” open wheel race cars as raced from 1973 to 2008. Cars competing include: Lola T9270, Reynard, Selected Indy Lights and Formula 5000 cars.
GROUP 10 Selected “GT” sports cars and sedans as raced from 1973-1999. Over 6.0 liter sports racing cars as raced after 1967, on slicks. Center-seat racing cars, over 5.0 liter, on slicks. NASCAR “Cup” and “Nationwide” Stock Cars and production-based 1980-2008 race cars. Other cars competing include: Porsche 911RSR, Ferrari 360 Challenge cars, and BMW M3 .
GROUP 11 GTP/Group C, ALMS, WSC, and Grand Am prototype cars as raced from 1973-2008. Tube frame Trans-Am, IMSA, GTS, GTO, and FIA GT cars as raced from 1981-2008. Production-based race cars as raced from 1999-2008. Cars competing include: Porsche RS Spyder, Chevrolet Intrepid, Audi R8 LMP-1, Porsche 962, and late model Trans-Am cars.
Race Group Classifications12
Driver Demographics13
AgeOver 65 Yrs old …………...….…………………… 15%55 - 64 Yrs old ………….…………………………. 40%45 – 54 Yrs old ……………………………………..35%35 – 44 Yrs old ……………………………………… 7%18 – 34 Yrs old ………..………………….………….3%
EmploymentBusiness Owners ……….………………..……….40%Professionals ……………………………………….28%Employees or Executives ………..………..……13%
Real EstateHomeowners ……..……………………….……….95%Own two or more residences ………...…….…48%
Income$100,000 - $145,000 ………………………..…..17%$150,000 - $225,000 …..………..……………..33%$230,000 - $499,000 ….………………..…..…20%$500,000 and above …….………………….…..18%
Average number of cars owned - 4.6
Average net worth -$2.4 Million
2015 Schedule
Duel in the Desert with VARAFebruary 13-15Spring Mountain, Nevada
Southern ClassicFebruary 19-21Road Atlanta, Braselton, Georgia
Spring Vintage ClassicFebruary 26-March 1Sebring International Raceway, Florida
Historic Races at Willow Springs with VARAMarch 28-29Willow Springs International Raceway, California
Miami HistoricsApril 9-12Homestead Miami Speedway, Florida
British Extravaganza – VARAApril 25-26Buttonwillow Raceway Park, California
SVRA Spring Vintage FestivalMay 14-17Road America, Wisconsin
Sonoma Historic Motorsports FestivalMay 28-31Sonoma Raceway, Sonoma, California
The Brickyard Vintage Racing InvitationalJune 10-14Indianapolis Motor Speedway, Indiana
So. California Historic Sports Car FestivalJune 19-21Auto Club Speedway, California
33rd Annual Mid-Ohio Vintage Grand Prix
June 25-28
Mid-Ohio Sports Car Course
Portland Vintage Racing FestivalJuly 9-12Portland International Raceway, Portland, Oregon
Pocono Mountain Historic Getaway
August 13-16
Pocono Raceway, Pennsylvania
U.S. Vintage Grand Prix (pending repaving decision*)
September 10-13
Watkins Glen International, New York
*If repaving is approved, date will be July 23-26.
Coronado Speed Festival
September 18-20
Coronado, California
Heacock Classic Gold Cup
September 24-27
Virginia International Raceway
Mardi Gras in October
October 8-11
NOLA Motorsports Park, New Orleans, Louisiana
U.S. Vintage National Championship
November 4-8
Circuit of the Americas, Texas
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Event Date: March 17-20, 2016 Location: Fernandina Beach Airport Expected: 200 Vintage Race Cars Vintage -Aircraft, Motorcycles, Cars
and Fashions Proposed Race Course is approximately 2.3 miles Runway 9/27 would remain open to all aircraft traffic
throughout the duration of the event Runway 4/22 and 13/31 and related taxiways will be utilized
for the event Thursday –Sunday 8:00am-8:00pm 48 hours will be needed to build and tear down on each end of
the event
Amelia Island VintageGrand Prix
Financial Proposal16
SVRA will rent the airport for $2,875.00 per day up to 8 days.
SVRA would commit to a minimum of a 5 year agreement.
SVRA would secure the required insurance to host the event
SVRA would be financially responsible for any repairs caused by the event
SVRA will pay for auxiliary Police and Fire Rescue needed for the event
SVRA will gift all ticket proceeds directly sold by Amelia Island Concours d’Elegance to the Concours d’Elegance Charity Foundation
Benefits to Hosting the Eventin the City of Fernandina Beach
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The airport is large enough to host a variety of vintage vehicles
Direct connection with Amelia Island Concours d’Elegance Jacksonville International Airport is a short distance away A history of international sports car racing and one of the
finest motoring events in the world, the concours at Fernandina Beach
Fernandina Beach offers fine restaurants, lodging, beaches, sporting activities, history and a mild climate during March
A time of year that the local businesses will greatly benefit from the event
Potential/Future economic impact could rival Amelia Island Concours d'Elegance on the City of Fernandina Beach (Reported $15 Million)
Why SVRA?
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Will exceed 5,000 vintage race car entries in 2015
Proven professional team
Currently host an airport event in California
Developed national vintage database
Standardized national car preparation rules
Financially stable
Motivated management team
Long-standing safety record
Largest Vintage Racing Organization
in the United States
Actual October November December January February March April
FY2014 $7,475,837 $6,034,530 $4,166,409 $5,565,369 $6,515,370 $12,374,283 $12,550,221
FY2015 $8,825,683 $6,296,108 $5,161,284 $6,116,785 $8,198,689 $13,685,610 $13,547,538
% Change 18.06% 4.33% 23.88% 9.91% 25.84% 10.60% 7.95%
FY2015 Projected $7,500,000 $5,625,000 $5,625,000 $6,250,000 $6,250,000 $13,125,000 $11,875,000
FY2015 Actual $8,825,683 $6,296,108 $5,161,284 $6,116,785 $8,198,689 $13,685,610 $13,547,538
% Change 17.68% 11.93% -8.24% -2.13% 31.18% 4.27% 14.08%
YTD
FY2014 $7,475,837 $13,510,367 $17,676,776 $23,242,145 $29,757,515 $42,131,797 $54,682,018
FY2015 $8,825,683 $15,121,791 $20,283,075 $26,399,861 $34,598,550 $48,284,159 $61,831,697
% Change 18.06% 11.93% 14.74% 13.59% 16.27% 14.60% 13.08%
Bed Tax
FY2014 $298,291 $240,587 $166,094 $222,025 $265,136 $493,877 $501,825
FY2015 Projected $300,000 $225,000 $225,000 $250,000 $250,000 $525,000 $475,000
FY2015 Actual $352,086 $251,087 $205,817 $244,021 $326,955 $546,387 $540,770
17.4% 11.6% -8.5% -2.4% 30.8% 4.1% 13.8%
Description FY 2015 Budget FY Actual Variance
INCOME $5,712,500 $4,133,851 $1,578,649
EXPENSES
Cost of Collections $130,500 $83,141 $79,974
TDC Admin. 15% $632,925 $403,232 $387,875
Marketing - 65% $3,830,175 $1,896,015 $2,538,298
Travel Trade - 10% $621,950 $263,309 $398,837
Beach Improv. 10%** $496,950 $95,482 $401,469
EXP. TOTAL $5,712,500 $2,658,037 $3,726,479
NET $0 $1,392,674 $1,392,324
Change
Occupancy 75.5% -4.9%
ADR $237.46 3.5%
RevPar $179.33 -1.6%
Demand 43,427 -4.9%
Revenue $10,312,141 -1.6%
Figures represent Amelia Island,not Nassau County
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65.271.4 71.6 72.9 74.3 74.6 74.8
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$101.10$107.68 $110.43 $110.50
$128.47 $130.64 $134.85 $136.62
$156.93
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$64.80$71.86 $72.00 $72.41
$80.10 $82.48$91.74
$100.20
$117.40
$161.00
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Occupancy ADR RevPar
76.7
$145.94
$111.99
67.3
$124.14
$83.6772.9
$220.90
$161.00
Florida Comp Set Amelia Island
May 13
2,216,531 Impressions
11,165, .5% CTR
September
Print:
Regional co-ops: Atlanta, First Coast,
Washingtonian, Charlotte, Chicago,
Nashville
Food & Wine
Southern Living
Garden & Gun
Oprah
Convene
Radio:
WJCT – Shrimp Fest, Artrageous Artwalk
International:
Multi-channel Germany, Funway UK
Television:
Spring/Summer
Comcast Be Nice PSA
Be nice to our visitors…
Sales Missions
Atlanta
DC
Chicago
Digital program
Evaluation
Digital
Research
Paradise
Brand audit
Creative evolution
Planning session
Advertising RFP
Advertising planning
GSTC
GA/FL
Holiday
FY2016
Marketing planning
Holiday programing
Collateral updates
“Do what you
can, with what
you have, where
you are.”
-Theodore Roosevelt
• 100K+ followers
• #14 on Forbes social media
power influencer list
• Top 50 women on Twitter
Leads up 300%
Traffic from
mobile and
tablet at 67%
Telephone
tracking
program
398 unique authors and 2,145 mentions of
#FLTravelChat - with a reach of 3,206,935
88,500 impressions
284 clicks/.31 CTR
Targeting in-market
See and Do, Dining,
Shopping
July 4th
Extend reach; grow awareness
• Brand/lifestyle alignment, premium channels
• Geographic, demographic targeting
• Travel ad network
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2
Target Consumers
Evaluators
Engagers
Increase engagement; drive visitors through funnel
• Retargeting on owned channels, website
• Facebook Exchange
ConvertersNo paid activity against visitors who convert
Enhance consideration
• Travel review sites
• Conquesting
• Keyword retargeting
• Facebook Exchange
Property TripAdv Social AOL
DE -
Google VF - Google Collinson ATL NYT AJC Conde Sojern
Pre-visit
metrics
CTR
eCPC
Post-visit
metrics
Bounce
PVs
Conv Rate
Cost/Conv
Extend reach; grow awareness
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4
Target Consumers
Evaluators
Engagers
Increase engagement; drive visitors through funnel
ConvertersNo paid activity against visitors who convert
Enhance consideration
On the surface…
Strong CTR
Efficient eCPC
Custom landing page
Digging deeper…
Skewed results
Little time spent
Few conversions
Buy side
Scale while negotiating
Leverage buying agency
Test new partners
Push for metrics
Define the value of conversions
Experience side
Creative
• Serve dynamic ads
• Optimize frequency
• Sequence messages
Pay off CTAs
Customize the experience
Make conversions easy
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•Expand to reach new qualified audience within premium, lifestyle, travel environments, growing awareness
•Refine targetingIncrease Qualified Reach
•Optimize conquesting campaigns within competitive set
•Scale successful mid-funnel tactics, optimizing to personas
•Focus on users who have visited AmeliaIsland.com but not converted
Optimize to Higher Efficiency
•Find the right balance of volume & efficiency across all tacticsAllocate Budget to Drive
Bottom Line Goals
•Find best point of entry in reaching new visitors
•Customize experience, particularly in mid-funnel
•Make conversion/data capture easy
Align Creative Strategy to Maximize Performance
Why it’s important:
Traffic volume
Touch-point in journey
Web reputation
Trusted content
Interaction point
Rich data source
Attractions4.72 Average Score
Eateries4.32 Average Score
Accommodations4.46 Average Score
What we’ve done:
Refreshed hub
Managed forum
Analyzed traffic patterns
Collected feedback
What we’ll do:
Analyze content
Integrate UGC/ratings
Maintenance
Scale media partnership
Island Press Visits
• Om Magazine- UK Publication- 70,000 circulation- May 7-9
• Amy West - USA Today’s 10 Best- WJXT News 4 Jax Morning Show- May 16-17
• Trinity Mirror Group - 1 million print circulation- 34 million digital readership- May 25-26
Island Press Visits
• Macon Magazine- 48,000 circulation- June 12-14
• City Style & Living- Canadian Publication- 425,000 monthly online views - 15,000 print copies- August 18-22
• The Charlotte Observer- 131,254 circulation- 1.7 million monthly online views- August 24-26
Island Press Visits
• Southbound magazine- 70,000 circulation- August
• Enjoy Family Times - 57,000 circulation- Marion County, Fla.- August
• Nashville Parent- 37,604 circulation- September
Highlighted Media Coverage
• Spoonful of Flavor (April)- Daytrip to Amelia Island
Highlighted Media Coverage
• Spoonful of Flavor (April)- Daytrip to Amelia Island
• The Daily and Sun Express (April 15)- Top 10 Things To Do in Florida
Highlighted Media Coverage
• Spoonful of Flavor (April)- Daytrip to Amelia Island
• The Daily and Sun Express (April 15)- Top 10 Things To Do in Florida
• Woman’s World (May)- Welcome to Summer
Highlighted Media Coverage
• Spoonful of Flavor (April)- Daytrip to Amelia Island
• The Daily and Sun Express (April 15)- Top 10 Things To Do in Florida
• Woman’s World (May)- Welcome to Summer
• Lake and Sumter Style (May)- Sensational Stays for Gals
Highlighted Media Coverage
• Spoonful of Flavor (April)- Daytrip to Amelia Island
• The Daily and Sun Express (April 15)- Top 10 Things To Do in Florida
• Woman’s World (May)- Welcome to Summer
• Lake and Sumter Style (May)- Sensational Stays for Gals
• Orlando Magazine (May 31)- Pack a Weekend Bag
